MK Chapter 17 Flashcards
The nature and types of advertising
- Institutional
- advocacy
- product
- pioneer
- competitive
- comparative
- reminder
Institutional
promotes organizational images, ideas, and political issues
Advocacy
promotes a company’s position on a public issue
Product
promotes products’ uses, features, and benefits
Pioneer
tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product
Competitive
points out a brand’s special features, uses, and advantages relative to competing brands
Comparative
compares two or more brands on the basis of one or more product characteristics
Reminder
reminds consumers about an established brand’s uses, characteristics, and benefits
General Steps in Developing and Implementing an Advertising Campaign
- Identify and analyze target audience
- Define advertising objectives
- Create advertising platform
- Develop advertising appropriations
- Develop media plan
- Create advertising message
- Execute campaign
- Evaluate advertising effectiveness
Public Relations
communication efforts used to create/maintain favorable relations
Publicity
a news story type of communication transmitted through a mass medium at no charge
Advantages
- Credibility
- Significant word-of-mouth communications
- a perception of being endorsed by the media
Limitations
- must be accepted by news media
- Must be timely, interesting, accurate, and in the public interest
- Inability to control content or time of release to public
Dealing with unfavorable PR
Prevention of negative incidents and events
Safety programs, inspections, and effective quality control procedures
Preparedness for negative incidents and events
Predetermined policies and procedures that expedite news coverage
Being forthright with the press and the public
Evaluating the advertising effectiveness
- pretest
- consumer jury
- posttest
- recognition test
- unaided recall test
- aided recall test
Pretest
evaluation of ads performed before a campaign begins
Conusmer jury
a panel of a product’s actual or potential buyer who pretest ads
Posttest
evaluation of advertising effectiveness after the campaign
Recognition Test
a posttest in which individuals are shown the actual ad and asked if they recognize it
Unaided Recall Test
a posttest in which respondents identify ads they have recently seen but are given no recall clues
Aided Recall Test
a posttest that asks respondents to identify recent ads and provides clues to jog their memories
Methods for determining the advertising appropriation
objective-and-task
percent-of-sales
competition-matching
arbitrary
Objective-and-task
determining advertising objectives and then calculating the cost of all the tasks needed to attain them
Percent-of-sales
multiplying the firm’s past and expected sales by a standard percentage based on what the firm has traditionally spent on advertising and the industry average for advertising spending
Competition-Matching
setting the advertising budget to match competitors’ spending on advertising
Arbitrary
setting the advertising budget at a level specified by a high-level executive in the firm
General Steps in Developing andImplementing an Advertising Campaign
Identifying and Analyzing the Target Audience
Defining the Advertising Objectives
Identifying and Analyzing the Target Audience
Target audience is the group of people at whom advertisements are aimed
- Location and geographic distribution
- Distribution of demographic factors
- Lifestyle information
- Consumer attitudes
Defining the Advertising Objectives
What does the firm hope to accomplish with the campaign?
- Objectives should be clear, precise, and measurable.
- Increased sales (units or dollars) and/or increased product or brand awareness
Creating the advertising platform
Basic issues or selling points to be included in the advertising campaign
- Issues in the selection and use of the product that are important to customers
Determining the Advertising Appropriation
Advertising budget for a specified period
- Geographic size of the market and distribution of buyers within the market are important factors in determining the size of the budget
Developing the Media Plan
Specifies media vehicles (e.g., magazines, radio, and television stations, and newspapers) and the schedule for running the advertisements
Plan objectives focus on achieving the reach and frequency that the budget will allow.
- Reach: the percentage of consumers in a target market exposed to an advertisement in a specified period
- Frequency: the number of times targeted consumers are exposed to an advertisement in a specified period
Creating the Advertising Message
Form and Content of Advertising Message
- Product Features, uses, and benefits
- Characteristics of the target audience
- Advertising Campaign Objectives and Platform
- Choice of Media
Copy: the verbal portion of advertisements
- Includes headlines, subheadlines, body copy, and signature
Copy guidelines
- Identify a specific desire or problem
- Recommend the product as the best way to satisfy the desire or solve the problem
- State product benefits
- Substantiate advertising claims
- Ask the buyer to take action
Artwork
- An ad’s illustration and layout
Illustrations
- Photos, drawings, graphs, charts, and tables used to spark audience interest
Layout
- The physical arrangement of an ad’s illustration and copy
Characteristics, advantages and disadvantages of major advertising media
- Newspaper
- Magazine
- Direct mail
- radio
- television
- internet
- inside transit
- outside transit
- outdoor
Newspaper
Types
- morning
- evening
- sunday
- sunday supplement
- weekly
- special
Unit of Sale
- agate lines
- column inches
- counted words
- printed lines
Factors Affecting Rates
- Volume and frequency discounts
- number of colors
- position charges for preferred and guaranteed positions
- circulation level
- ad size
Magazine
Types
- consumer
- farm
- business
Unit of Sale
- pages
- partial pages
- column inches
Factors Affecting Rates
- Circulation level
- cost of publishing
- type of audience
- volume discounts
- size of advertisement
- position of advertisement
- number of colors
- regional issues
Direct Mail
Types
- letter; catalogs;
- price lists; calendars
- brochures; coupons;
- circulars; newsletters;
- postcards; booklets;
- broadsides; samplers
Unit of Sale
-N/A
Factors Affecting Rates
- cost of mailing lists
- postage
- production costs
Radio
Type
- FM
- AM
Unit of Sale
- programs: sole sponsor, co-sponsor, participative sponsor
- spots: 5,10, 20, 30, 60 seconds
Factors Affecting Rates
- time of day
- audience size
- length of spot or program
- volume ad frequency discounts
Television
Types
- network
- local
- CATV
Unit of Sale
- programs: sole sponsor, co-sponsor, participative sponsor
- spots: 5,10, 20, 30, 60 seconds
Factors Affecting Rates
- time of day
- audience size
- length of spot or program
- volume ad frequency discounts
Internet
Type
- websites
- banners
- buttons
- sponsorship
- interstitials
- classified ad
Unit of Sale
-N/A
Factors Affecting Rates
- Length of time
- complexity
- type of audience
- keywords
- continuity
Inside transit
Type
- buses
- subways
Unit of Sale
-full, half, and quarter showings sold on monthly basis
Factors Affecting Rates
- number of riders
- multiple-month discounts
- production costs
- position
Outside Transit
Type
- buses
- subways
Unit of Sale
-full, half, and quarter showings; space also rented on per-unit basis
Factors Affecting Rates
- number of advertisements
- size
- position
Outdoor
Type
- papered posters
- painted displays
- spectaculars
Unit of Sale
-papered posters; sold on monthly basis in multiples called “showings” painted displays and spectaculars; sold on per-unit basis
Factors Affecting Rates
- length of time purchased
- land rental
- cost of production
- intensity of traffic
- frequency and continuity discounts
- location
