Promotion/ Advertising Flashcards
Slice of Life
shows “typical” people using the product
example: “didn’t” have my coffee (McDonalds)
Lifestyle
shows how product fits a particular lifestyle
example; Livestrong
Fantasy
creates a fantasy around the product or its use
example; old spice beach commercial
Mood/Image
builds a mood or an image around the product
example; chinese healthcare, lamp, toll house commercial
Musical
shows people singing about the product
example; 5 dollar foot long
Personality Symbol
creates a character that represents the product
example; pillsbury dough boy, flo, geico
Technical Expertise
shows the company’s expertise in making product
example; sam adams, honda chain reaction
Scientific Evidence
presents survey or evidence that the brand is better
example; crest dentist survey
Testimonial Evidence or Endorsement
features a highly believable or likable source endorsing the product
example; jared from subway
Television
- Good mass-marketing coverage; low cost per exposure
- high absolute costs; less audience selectivity
The Internet
- High selectivity; low cost; immediacy; interactive
- Relatively low impact; audience controls exposure
Newspaper
- Flexibility; timeliness; good local market coverage
- Short life; poor reproduction quality; small pass-along audience
Direct Mail
- High audience selectivity; flexible; no ad competition
- Relatively high cost per exposure, “junk mail” image
Continuity
scheduling ads evenly within a given time period
Pulsing
scheduling ads unevenly over a given time period (much lower cost)
example; advertising all year, but factors like sports may change it
Flighting
an advertising continuity or timing pattern in which advertising messages are scheduled to run during intervals of time that are separated by periods in which no advertising appears
example; VICKS in the winter season
Reach
a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time
Frequency
a measure of how many times the average person in the target market is exposed to the message
Impact
the quantitative value of message exposure through a given medium
Maslow’s hierarchy of needs
Self-Actualization Esteem Needs Social Needs Safety Needs Physiological Needs
Informative Ads
good for introducing a new product
example; oxi clean ball, droid
Persuasive Ads
a.k.a competitive or attack advertising
good for direct or indirect brand comparisons
example; verizon vs. AT&T , bounty
Reminder Ads
good for mature products
example; coca-cola, nike, ESPN (beard) commercial
Advertising
any paid form of non-personal presentation and promotion of ideas, goods, or services by and identified sponsor
Broadcasting
to wide audience
Narrowcasting
example; Huggies Pure & Natural line of diapers only on Mommy Blogs
