promotion Flashcards
6 m’s to advertising
- market
- mission
- message
- media
- money
- measurement
strategic advertising elements
market & mission
executional advertising elements
message & media
financial advertising elements
money & measurement
goals of a mission (3)
- want to inform (build awareness)?
- want to persuade (encourage trial)?
- want to remind (build brand)?
what is the message
comes from positioning statement
the benefit & the compelling reason to buy
how to communicate a message? (abc)
- affective: influencing feelings
- behavioral: influencing actions
- cognitive: influencing thoughts, beliefs
positive affective appeals
- humor
- excitement: sex, money
- warmth: kids, animals
- inspiration
- surprise
negative affective appeals
- fear
- guilt
cognitive appeals
- describe the benefits of the product to change consumers’ beliefs about it
- comparative ads
behavioral appeals
- induce trial, purchase, and repurchase
- encourage word of mouth
how to choose between media types
- target audience → how to reach teens?
- product characteristics → media types differ for demonstration
- message characteristics → timeliness and information content influence media choice
- cost
bottom-up approach
determine campaign mission THEN compute cost
top-down approach
determine available money THEN decide what to do with available budget
cost-per-thousand impressions (cpm)
cpm = (cost of ad/audience size) x 1000
cost-per-click (cpc)
cpc = cost of ad/total clicks
ad effectiveness
incremental effect (e.g. sales) from the ad campaign
total effect (e.g. total sales) before and after campaign
why is measurement difficult? (4)
- effects are small
- exposure to multiple media
- exposure multiple times
- fraud
“push” promotion
retailer-focused promotion
example: offer a retailer a discount
“pull” promotion
consumer-focused promotion
example: offer a coupon for a specific product
stages of the product life cycle?
- introduction (inform)
- growth (persuade)
- maturity (remind)
- decline
