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MKTG Final > Promotion > Flashcards

Promotion Flashcards

1
Q

IMC

A

Integrated Marketing Communications

Everyone should have the same message
See Diagram!

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2
Q

IMC process

A 
1 marketing plan  - long range strategic plan
2 promotional goals
3 promotional strategy (push and pull)
4 Communications Mix (resourcing)
5 Execute & Evaluate (Refinement)

goes from strategy to tactics

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3
Q

IMC Communications Mix

A 
1 Advertising 
2 Sales Promotion
3 Personal Selling 
4 Public Relations
5 Word of Mouth

from high control to low control

from low influence to high influence

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4
Q

Why IMC?

integrated marketing communications (5)

A

1 extend brand relationship
2 Improve overall effectiveness of marketing tactics
3 increase the relevance of the message
4 more effectively manage marketing resources
5 Drive results and ROI

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5
Q

The Media Landscape (3)

A

1 Paid - print, TV, magazine, cinema, outdoor banners

2 Owned - brochures, retail stores, company websites, microsite, community, FB fan pages, mobile apps

3 Earned - Word of mouth, Fb, twitter, youtube, blogs

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6
Q

Advertising Planning (5)

A 
5Ms
1 Objectives (Motivation)
2 Budget (Money)
3 Message and 4 Media
5 Evaluation (Metrics)
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7
Q

1 Objectives

A

what would be your objectives for IMC:

1 Inform: build awareness, help customer understand value
2 Persuade: strengthen preference and motivate customer to take action
3 Remind: keeps value proposition top of mind and protect against brand decay

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8
Q

2 Budget

A

What should you spend on IMC:

1 percentage of sales: the top down method to benchmark like <1% for commodities and such and 10% for toys liquor

2 Parity: spend relative to competitors

3 Objective and task: bottom up method of spending to achieve a specific objective

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9
Q

Objective and Task Budgeting

A

100 / .05 =2000 clicks needed for 100 sales if 5% conversion rat

2000/ .01 = 200,000 impressions needed for 2000 clicks if 1% click through rate

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10
Q

3 Message: the Creative Brief

A

1 Background and Overview
(key facts: production, brand, key problem: to solve by marketing IMC)

2 Objectives (specific customer actions or metrics)

3 Target Audience (segment definition, key customer insights STP)

4 Competitive positioning (target, parity, superiority)

5 Key promise ( what is the single most important thing to say? What is the unique selling proposition USP?)

6 Supporting Facts (Rational and or emotional reasons to believe)

7 Creative Considerations (mandatory requirements - tonality tag lines, logos, legal)

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11
Q

What is this example?

Flo from Progressive shows the Name your price option to make sure people know it is easy to switch to their insurance and that it costs better

A

IMC
Creative Considerations
Creative Brief - Competitive positioning and

Key promise = easy switching and better price

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12
Q

Trends US ad spending forecast for 2018 by channel

A

internet largest at 38% $78.3B

TV second largest 33% $68.2B

the radio is still alive because of people driving to work $17.6B

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13
Q

Trends Who spends the most on marketing by company?

A 
Comcast - $5,745
P&amp;G 
AT&amp;T
Amazon
General Motors Co.
Verizon
Ford Motors
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14
Q

Trends Digital Ads

total spending by country

% total media ad spending penetration by country

digital ad revenue by company

A 
total spending 
USA $111B
China $62B
UK $17B
Japan
% total media ad spending 
digital ad spending penetration
China 64%
UK 63.8%
Norway 60%

Digital Ad Revenue by Company
Google $41B
Facebook $22B (58%)

Instagram $6.12B
Amazon $4.6B
YouTube $4.6B
Microsoft
Oath
Twitter
LinkedIn
Yelp
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15
Q

Digital Media

A

Search:

  • Search Engine Optimization (SEO) - Organic Search
  • Search Engine Marketing (SEM) - PPC - Pay per Click

Display Ads

  • Social Networks
  • Mobile

Online Video

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16
Q

What is this example?

google paid ads vs natural search

A

companies can optimize search results to be on the top SEO

companies can pay for ads SEM - PPC on the side of Google and stuff

17
Q

What is this example?

banner ads on youtube and instagram and facebook and such

A

social networks

18
Q

Advantages and Disadvantages of Digital Media

A

Advantages
1 highly selective targeting (contextual, behavioral, look alike, psychographic)
2 user selects information/interactive
3 direct response
4 metrics (views, clicks, conversions, sales)

Disadvantages
1 fragmented/limited reach 
2 low click through/ attribution
3 limited creative especially on mobile
4 privacy and transparency
19
Q

Search Trends

search ad revenues by company in USA

Net search ad revenue by company globally

A

search ad revenues by company:
Google $34,424,7M
Microsoft $3,410.4 M
Yelp $910.4 M

net search ad revenue by company globally
Google $73.3B
Baidu $7.9B
Microsoft $4B
Sohu.com $0.64
20
Q

Display Trends

display ads by company US

net display ad revenue by company globally:

A 
display ads by company US:
Facebook $22,865M
Google $6,855.9M
Oath
Twitter
Linkedin
Snapchat
net display ad revenue by company globally: 
Facebook $54.44B
Alibaba $19.61B
Google \$\$14.79B
Baidu
Twitter
Microsoft (Linkedin)
21
Q

Rates and Metrics

A 
1 Reach
2 Frequency
3 CPM Cost per impression
4 PPC/CPC
5 Bid Based PPC
6 CTR
7 CPA
22
Q

Reach

A

% of target audience reached

23
Q

Frequency

A

number of exposure in 13 week cycle

24
Q

CPM

A

cost per 1000 impressions = cost/ impression x 1000

bid based CPM - RTB = real time bidding like (Google)

25
Q

PPC/CPC

A

Pay/Cost per click

26
Q

Bid Based PPC

A

auction based SEM

27
Q

CTR

A

Click through rate (.06-.12 average CTR)

28
Q

CPA

A

cost per action/acquisition
cost per lead
cost per download
email capture

29
Q

What are the costs of ads!

Search CPC:
Social Media:
TV:
New York Times front page:
Vogue back cover:
A

Search CPC: branded average - $4.64 generic average - $7.07

Social Media: $4-$7 CPM,
Display/Mobile: $1-$3 CPM
Video Ads: $6-$12 CPM

TV: $15-$35 CPM
Superbowl $5M for 30s
Sunday Night Football $665k
This is Us $439k
Big Bang Theory $286k

New York Times front page: $50k ($36.25CPM)

Vogue back cover: $237k ($18.7CPM)

30
Q

What is this example?

Dollar Sales Lift among households exposed to online advertising 27%

A

Power of ads IMC

31
Q

Attribution

A

where causality comes from for sale, conversion, acquisition

causes data problems
and budget allocation problems

“Last Touch” vs “Last Click”

they track by surveys, unique codes, URLS, behavioral tracking, hold out geographies

they do this interactive and cross-channel attribution models/platforms

32
Q

IMG integrated marketing communications

A 
1 Advertising
2 Sales Promotion
3 Personal Selling
4 Public Relations
5 Word of Mouth

these extend the brand

33
Q

Google Ad video:

pricing?

A

Google uses second price auction - the winner pays the amount of the second bidder. So then each bids what they can truly pay for the bid. This is a good experience

You pay for the least you could have bid to keep your position - for example the top might only have had to pay 1.73 to keep their position, so they pay that instead of what they bid - like 4$

This helps them get the right ads to the customers that want to see them. And the companies get a better experience because they pay less.

34
Q

Google Ad video:
Which things google uses to choose right ads for the search
How do they determine Ad rank?

A

1 Expected clickthrough rate - people vote for ads they like by clicking
2 Landing Page experience
3 Ad relevance - prevents companies from paying their way onto a page
4 Ad formats - enhancements to show ads that add information to the link
5 Bid

all these go into a score: Ad Rank
See diagram

35
Q

Google Ad video:

How do you improve ad rank?

A

1 improve quality
2 add ad formats

even pay per click may go down

36
Q

Amazon Emerges as an Advertising Giant

WSJ article

A

No 3 spot in US digital ad market
behind Google and Facebook
projected to surpass Oath (Verizon) and Microsoft

37
Q

Why is Amazon gaining in the digital ad market?

A

increased search traffic from consumers give third-party sellers a reason to spend more on Amazon keywords

Amazon has also made it easier, through new technology systems, for advertisers who aren’t selling products on Amazon to buy ads.

MKTG Final (16 decks)

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