PERSUASION 1: ADVERTISING AND MARKETING Flashcards
What is the two-fold goal of marketing?
- Attract new customers
- Keep and grow current customers
What is the American Marketing Association’s definition of marketing?Wh
The activity set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
What is the core of the marketing process?
Customers
What are customers and target market in relation to marketing?
Customers: Consumers who purchase products from a seller
Target market: customers on whom an organisation focuses its marketing efforts
What is crucial in the marketing process?
Creating value for customers. For that reason companies must fully understand customers and the marketplace.
Needs: States of felt deprivation
Wants: The form human needs take as they are shaped by culture and personality
Demands: Human wants that are backed by buying power
What is involved in the marketing mix?
Product
Price
Distribution
Promotion
What is the expanded marketing mix?
Place Price Promotion People Physical evidence Processes Partnerships Product
What is the product variable?
Good/service/idea/experience or combination of all
What is price variable?
The decisions and actions associated with pricing objectives and policies that determine product price
What is the place variable?
To satisfy customers products must be available at the right time and in convenient locations.
What is promotion variable?
Activities used to inform individuals or groups about the organisation and its products
What is the people variable?
Includes people involved with preparing, producing and presenting the product
What is the physical evidence variable?
Elements associated with product used to demonstrate the product and what it is.
What is the processes variable?
Involves things such as automation or use of self-service technology
What is the partnership variable?
Establishing, maintaining and nurturing partnerships throughout the supply chain
What are the 4 major decisions that need to be considered when developing an advertising program?
- Objectives setting (Communication and sales objectives)
- Budget decisions
(Affordable, percent of sales, competitive, objective and task) - Message decisions
(Message strategy, message execution) - Media decisions
(Impact & Engagement, major media type, specific media vehicles, media timing) - Advertising evaluation
(Communication, sales and profit impact, return on advertising)
What are objectives in relation to advertising decisions?
- Specific communication task with specific target during a specific time
- based on past decisions about target market, position and marketing mix
Purposes:
- Inform
- Persuade
- Remind
What is involved in a budget advertising decision?
Total amount of money allocated for advertising for a specific time period
Key factors:
- Geographical size of market and distribution of buyers
- Type of product
- Industry norms regarding advertising frequency
- Desired position of a company
What in involved in the message of advertising decisions?
- Planning of a message and content strategy
What will be communicated
Customer benefits that enhance appeal - Plan, straightforward outlines of benefits and position points to be stressed
In a message of advertising decisions, what is important in advertising appeals?
- Meaningful
- Believable
- Distinctive
What is important to consider in messages during advertising decisions in relation to message execution and execution style?
Approach Style Tone Words Format
Name some execution styles when determining a message in advertising decisions.
- Lifestyle
- Fantasy
- Mood or image
- Musical
- Personality symbol
- Scientific evidence
What are the steps in selecting advertising media?
- Reach, frequency, impact, engagement
- Choosing media type
- Selecting media vehicles
- Choosing media timing
During the evaluation stage of advertising decisions, when should advertising effectiveness be assessed?
Before campaign
- Pre-test: Consumer panel
During Campaign
- Inquiries
After Campaign
- Post-test recognition test, unaided recall test
A good definition of marketing is?
- understanding customers needs wants and demands
- customer satisfaction
- sales and advertising
Which four variables are central in the traditional marketing mix approach to enhance customer service?
Product, price, distribution, promotion
Generally, the objective of an advertisement can be to….
Remind
Inform
Persuade
When can an evaluation of an advertisement be performed?
Before, during and after the campaign
