midterm 2 Flashcards
what is media planning
to integrate marketing messages across a range of media
what does a media planner do
chooses where and when to place advertisements
what is a media buyer
buys the space, negotiates rates times and scheduesl for the ads
what is reach in regards to media planning
% of the target audience exposed to a media vehicle or message schedule at least once during a given time period, usually 4 weeks
what is frequency in regards to media planning
avg # of times an individual, household or business within a particular target market is exposed to a particular advertisement within a specified time period, usually 4 weeks
what is effective frequency in regards to media planning concepts
the # of times a target audience must be exposed to a message for effective learning to occur, usually a 3 hit theory
what is a gross rating point in regards to media planning
measure of the impact or intensity of a media plan. expresses the relationship between reach and frequency
what is cost in regards to media planning
total cost, CPM = (cost of media buy/total audience)x1000
what are the advantages of media using the internet
- creative possibilities
- short lead time to send ad
- high audience interest on each website
what are the disadvantages of media using the internet
- hard to retain interest of surfers
- clutter on each site
- short life span
what are rich media banner ads
a type of banner advertisement that significantly enrich the messages to be communicated to the consumers with enhanced features like animation, search function within the banner, drop down menu
what are the advantages of advertising on tv
- low cost per contact
- high intrusion value with catchy songs or animations
- high reach
what are the disadvantages of advertising on tv
- low recall
- channel surfing during commercials
- high cost per ad
what are the advantages of advertising on the radio
- able to modify ads to fit local needs
- flexibility and short lead time
- intimacy (with dis and radio personalities)
what are the disadvantages of advertising on the radio
- information overload
- short exposure time
- low attention
Cost for radios
%-10$ CPM
what are the factors that influence the rates of radio commericals
- supply and demand
- time ( day of the week - weekends more expensive, time of the day - driving time more expensive, ad span, time of booking the spot)
what are the advantages of advertising in newspapers
- longer copies
- coupons and special response features
- cumulative volume discount
what are the disadvantages of advertising in newspapers
- short life span
- major clutter
- poor production quality
what are the advantages to advertising in magazines
- available for special features
- long life
- high market segmentation
what are the disadvantages to advertising in magazines
- long lead time
- little flexibility
- high cost
what are the advantages to advertising outdoors
- able to select key geographical areas
- accessible for local ads
- long life
what are the disadvantages of advertising outdoors
- difficult to measure
- short exposure time
- brief messages
what are the advantages of advertising cinema
- positive mood state of the audience
- more attention given to the ads
- easy to reach local, regional, or national audience
what are the disadvantages of cinema advertising
public rebellion (law suits)
what is trade promotion
expenditures or incentives used by manufacturers and other members of the marketing channel to help push products through to retailers
what are some types of trade promotions
- trade allowances
- trade incentives
- trade contests
what are trade allowances
offer financial incentives to other channel members in order to motivate them to make purchase.
what is an off-invoice allowance
a per-case rebate paid to channel members for a order
what is drop-ship allowance
money paid to retailers who bypass wholesales or brokers for preplanned orders
what are slotting fees
money paid to retailers to stock a new product 82% of retailers charge slotting fees
what are exit fees
money paid to remove an item from a retailers inventory, only 4% of retailers charge exit fees
what are trade incentives
retailers perform a function in order to receive the allowance
what is cooperative merchandising agreement (CMA)
an annual incentive contract to pay channel members for advertismest, special displays, or price features for the manufacturers brand over a period of time.
what is back haul allowance (BHA)
granted when the channel members pay the cost of shipping for a truckload of goods with a highly discounted price
premium or bonus pack
free cases of merchandise fro placing an order within a specified time period or for ordering a specific quantity
what is a corporate sales program (CSP)
a promotion across a manufactures total brand portfolio with products usually shipped directly from the factory in ready-to-display pallets
what are trade contests
rewards for sales are given as contest prizes to brokers, retail salespeople, retail stores, wholesalers, or agents
why use consumer promotions
promotions accomplish goals that advertising by itself cannot. consumers often need to be induced to buy now rather than later, to buy your brand rather than a competitors, to buy more and to buy frequently.
what are 3 consumer promotion objectives
- generating trial purchases
- encouraging repeat purchases
- reinforcing brand images
what are consumer promotions
incentives aimed at a firms customers including coupons, sampling, and contests
what are consumer rewards
all promotion techniques provide consumers with rewards, typically in the form of cash savings or free gifts, consumers are more responsive to immediate than delayed rewards.
what is a coupon
a promotional device that provides cent-off to consumers upon its redemption
what are the advantages of mail/media delivered coupons
- broad exposure
- relatively cheap
- reminder funtion
what are the disadvantages of mail/media delivered coupons
- redemption rate is very low
- dont generate much trade interest
what are point of purchasing couponings
instantly redeemable package coupons
delayed in and on pack coupons
included in or on products package - for next purchase
advantages of online couponing
- a number of internet sites now distribute coupons
- consumers print their own coupons, at no additional cost the the advertiser
disadvantages of online couponing
there is a great potential for fraud with these coupons that consumers can print themselves so it remains to be seen how popular this method will remain
what is sampling
the premier sales-promotion device for generating trial usage by delivering an actual - or trial-sized product to consumers
what are premiums
prizes ,gifts or other special offers consumers receive when purchasing products, consumers pay full price for the good or service, used to boost sales
what are free in the mail premiums
gifts individual receive for purchasing products - consumers mail in a proof of purchase to the manufacturer, who mail the gift back to consumers
what are premiums in or on package
small gifts attached to the package or put inside the package, often disguised - consumers must buy the product to find out the gifts
what are store or manufacturer premiums
gifts given by either the retail store or the manufacturer when the customer purchases a product
what are self-liquidating premiums
consumers are required to a pay a certain amount of money for a gift or item
what are contests and sweepstakes
used to create awareness and excitement, requiring participants to perform some type of activity, sweepstakes do not require them to perform the activity
what are refunds and rebates
used to promote sales, cash returns offered to consumers following the purchase of a product, refunds are smaller and rebates are larger
what are bonus packs
used to encourage brand switching, attract new users and stockpile the product
what are price-offs
used to boost sales, offer a direct reduction in the purchase price, easy to implement
if you do not want to encourage your consumers to be price-sensitive, which types of promotions you want to avoid?
price reductions
what is the difference between couponing and refunds/rebates?
refunds and rebates are for after purchases and couponing is for the purchase
what is the difference between couponing and price offs
couponing you collect and redeem it, and price offs % off
what is public relations
a management activity that attempts to shape the attitudes and options held y an organizations stakeholders
what are internal publics
the publics with which an organization communicates regularly including employees, distributors, suppliers and shareholders.
what is external publics
the more distant publics that are communicated with less frequently like media, governments, financial groups and community organizations
what is the role of public relations
- corporate advertsiing
- reputation management
- publicity generation
- product generation
what is corporate advertising
advertising designed to convey a favourable image of a company among its various publics
reputation (crisis) management
companies take actions to defend the company position in crisis by take responsibility and responding quickly and directly
what is publicity
news about an organization, product, service, or person that appears in the media.
product placement
the visible placement of brand name products in TV shows, movies, radio, video games, and other programming.
branded content
the integration of brand name goods and services into the script of a television show or movie.
product seeding
giving a product free to a group of trendsetters who promote the product to others by WOM
community relations
communications and activities to foster a good public image in the communities where they operate
public affairs
strategies to deal with governments and to communicate with governments
lobbying
activities and practices designed to influence policy decisions that will affect an organization or all organizations in a particular industry
fundraising
public relations plays a key role in fundraising, to make people feel good about giving
public relations methods and techniques
- press release
- press conference
- newsletters
what is a press release
a document containing all the essential elements of the story (who, what, when, where, and why), prepared by an organization that is sent to the media for publication or broadcast
what is a press conference
a meeting called by an organization to present information to representatives of the media
what is a media kit
a package of relevant information associated with a product or organization that is distributed at a press conference
what are newsletters
documents sent to a predetermined audience that contains news about an organization
what are blogs
a frequent, chronological publication of personal thoughts at a website
the roles of public relations
- corporate advertising
- reputation management
- publicity generation
what are booklets and brochures
-brand sponsored, multiple page document that is distributed to consumers and other interested stakeholders
what are public relations primary goals
to inform, to educate, and to raise awareness
what are the measurements of public relations
- outputs
- outgrowths
- outcomes
what are outputs
measures the amount of exposure in the media and the number of placements
what is outgrowths
measures message reception by the audience: how do audience understand the communications
what are outcomes
measures attitude and behavioral change
what is event sponsorship
the financial support of an event in exchange for advertising privileges associated with that event
what are the types of sponsorship
sports
entertainment
culture and arts
what is sports sponsoship
attracts large audience
provides an easy basis for segmentation
visibility opportunities are high
what is ambush marketing
a strategy used by non sponsors of an event to capitalize on the prestige and popularity of the event by giving the false impression they are sponsors
venue marketing
linking a brand name or company name to a physical site, such as a stadium, arena or theatre
what package do you get when venue marketing
naming rights to the arena
rights to use the teams trademark in advertising
in arena display areas for the products
what is a value-added sponsorship
large amounts of public relations and media exposure accompany a marketers sponsorship agreement - lucrative player endorsement
what are entertainment sponsorships
entertainment opportunities are ideal for companies targeting the youth and young adult segments
what is awareness of sponsorships
how much awareness of the event is there within the target audience and how well do people recall the brand name that sponsored the event
what are the indicators used to measure the benefits of sponsorship
- awareness
- image
- new clients
- sales
- specific target market
- media coverage
what is direct marketing
mass marketing is being combined with micro marketing techniques. like CRM and database management
what is direct response advertising
ads placed in any medium that generate an immediate and measurable response
what are the internal sources of database management
- house list of customers with the goal to maintain relationshios
- collecting data on names, purchase behaviour, demographics, psychopgraics
- accessing data by data mining
what are butterfly customers
high profitability but short term customers: good fit between customers offerings and needs
what are true friend customers
high profitability and long term customers: highest profit potential
what are stranger customers
low profitability and short term customers: little fit between companies offering and customer needs: lowest profit potential
what are barnacle customers
low profitability and long term customers: limited fit between companies offering and customer needs
what are some external sources for database management
lists purchased from a broker to acquire new customers 3 types:
Response
Circulation
Compiled
what are response lists
a list of proven direct response buyers
what are circulation lists
a publications subscription list, targets customers based on specified demographic, interests or activities
what are compiled lists
lists assembled from government, census and other publication information (cheaper)
media of direct marketing
- direct mail
- direct response tv
- direct response print
- telemarketing
- catalogues
direct mail components
- envelope
- letter
- leaflets and folders
- order form
- postage-paid return envelope
what is solo direct mail
unique offers for unique customers by individual organizations
what is cooperative direct mail
offers from non-competing companies in one envelope; cost sharing strategy for participating partners
