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Principles of Marketing > MK Chapter 17 > Flashcards

MK Chapter 17 Flashcards

1
Q

The nature and types of advertising

A
  • Institutional
  • advocacy
  • product
  • pioneer
  • competitive
  • comparative
  • reminder
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2
Q

Institutional

A

promotes organizational images, ideas, and political issues

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3
Q

Advocacy

A

promotes a company’s position on a public issue

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4
Q

Product

A

promotes products’ uses, features, and benefits

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5
Q

Pioneer

A

tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product

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6
Q

Competitive

A

points out a brand’s special features, uses, and advantages relative to competing brands

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7
Q

Comparative

A

compares two or more brands on the basis of one or more product characteristics

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8
Q

Reminder

A

reminds consumers about an established brand’s uses, characteristics, and benefits

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9
Q

General Steps in Developing and Implementing an Advertising Campaign

A
  1. Identify and analyze target audience
  2. Define advertising objectives
  3. Create advertising platform
  4. Develop advertising appropriations
  5. Develop media plan
  6. Create advertising message
  7. Execute campaign
  8. Evaluate advertising effectiveness
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10
Q

Public Relations

A

communication efforts used to create/maintain favorable relations

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11
Q

Publicity

A

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
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12
Q

Dealing with unfavorable PR

A

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

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13
Q

Evaluating the advertising effectiveness

A
  • pretest
  • consumer jury
  • posttest
  • recognition test
  • unaided recall test
  • aided recall test
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14
Q

Pretest

A

evaluation of ads performed before a campaign begins

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15
Q

Conusmer jury

A

a panel of a product’s actual or potential buyer who pretest ads

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16
Q

Posttest

A

evaluation of advertising effectiveness after the campaign

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17
Q

Recognition Test

A

a posttest in which individuals are shown the actual ad and asked if they recognize it

18
Q

Unaided Recall Test

A

a posttest in which respondents identify ads they have recently seen but are given no recall clues

19
Q

Aided Recall Test

A

a posttest that asks respondents to identify recent ads and provides clues to jog their memories

20
Q

Methods for determining the advertising appropriation

A

objective-and-task
percent-of-sales
competition-matching
arbitrary

21
Q

Objective-and-task

A

determining advertising objectives and then calculating the cost of all the tasks needed to attain them

22
Q

Percent-of-sales

A

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

23
Q

Competition-Matching

A

setting the advertising budget to match competitors’ spending on advertising

24
Q

Arbitrary

A

setting the advertising budget at a level specified by a high-level executive in the firm

25
Q

General Steps in Developing andImplementing an Advertising Campaign

A

Identifying and Analyzing the Target Audience

Defining the Advertising Objectives

26
Q

Identifying and Analyzing the Target Audience

A

Target audience is the group of people at whom advertisements are aimed

  • Location and geographic distribution
  • Distribution of demographic factors
  • Lifestyle information
  • Consumer attitudes
27
Q

Defining the Advertising Objectives

A

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
28
Q

Creating the advertising platform

A

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

29
Q

Determining the Advertising Appropriation

A

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

30
Q

Developing the Media Plan

A

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
31
Q

Creating the Advertising Message

A

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

32
Q

Characteristics, advantages and disadvantages of major advertising media

A
  • Newspaper
  • Magazine
  • Direct mail
  • radio
  • television
  • internet
  • inside transit
  • outside transit
  • outdoor
33
Q

Newspaper

A

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
34
Q

Magazine

A

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
35
Q

Direct Mail

A

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
36
Q

Radio

A

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
37
Q

Television

A

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
38
Q

Internet

A

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
39
Q

Inside transit

A

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
40
Q

Outside Transit

A

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
41
Q

Outdoor

A

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

Principles of Marketing (7 decks)

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