Promotion and Design 2 Flashcards
Exam Revision
1
Q
What are some factors leading to changes in media?
A
- Consumers are busy and time poor
- Multitasking becoming more prevalent
- New Media option/media proliferation
- changing lifestyles
- technology developments/changes
- media fragmentation
- consumer attitudes toward media
2
Q
What is media planning?
A
A series of decision invoking the delivery of messages to audiences
3
Q
What are media Objectives?
A
Goals to be attained by the media strategy and program
4
Q
What is media strategy?
A
Decisions on how the media objectives can be attained
5
Q
What is a medium?
A
General categories of delivery systems, including broadcast and print media.
6
Q
What is a media vehicle?
A
The specific carrier within a medium category
7
Q
What is reach?
A
Number of different audience members exposed at least once in a time period
8
Q
What is coverage?
A
The potential of audience that might receive the message through the vehicle
9
Q
What is frequency?
A
Number of times the receiver is exposed to the media vehicle in a time period
10
Q
What are 4 media planning difficulties?
A
- Measurement
- Lack of info
- Time pressure
- Inconsistent Terminology
11
Q
What is BDI?
A
Brand development index (% of brand sales in market/population of market)
12
Q
What is CDI?
A
Category Development Index (Percentage of total product category sales in market/ percentage of total population in market)
13
Q
What are the three scheduling Methods?
A
Continuity, Flighting and Pulsing
14
Q
What is CPM?
A
Cost per thousand (absolute cost of ad space/circulation)
15
Q
What is CPRP?
A
Cost per rating point
16
Q
What is Daily Inch rate?
A
Cost of ad space x1000/circulation
17
Q
What are some advantages of TV?
A
- Mass coverage
- High Reach
- Sight, sound, motion
- High prestige
- Low cost per exposure
- attention getting
- Favorable image
18
Q
What are some disadvantages of TV?
A
- Low selectivity
- Short message life
- High absolute cost
- High production cost
- Clutter
19
Q
What are some advantages of Radio?
A
- Local Coverage
- Low cost
- High frequency
- Flexible
- low production cost
- well-segmented audience
20
Q
What are some disadvantages of Radio?
A
- Audio only
- Clutter
- low attention getting
- fleeting message
21
Q
What are some advantages of Magazines?
A
- Segmentation potential
- Quality reproduction
- High information content
- longevity
- multiple readers
22
Q
What are some disadvantages of magazines?
A
- Long lead time for ad placement
Visual only - Lake of flexibility
23
Q
What are some advantages of Newspaper?
A
- High coverage
- Low cost
- short lead time for placing ads
- Ad can be placed in interest sections
- Timely (Current)
- Reader controls exposure
- Can be used for coupons
24
Q
What are some disadvantages of newspaper?
A
- Short life
- clutter
- low attention getting
- poor reproduction quality
- selective reader exposure
25
What are some advantages of outdoor?
- Location specific
- High repetition
- Easily noticed
26
What are some disadvantages of outdoor?
- Short exposure time
- short ads
- poor image
- Local restrictions
27
What are some advantages of Internet?
- User selects product information
- User attention and involvement
- Interactive relation
- Direct Selling potential
- Flexible message platform
28
What are the common television day parts?
- Early morning
- Day time
- Early Fringe
- Early News
- Prime access
- Prime
- Late news
- Overnight
29
What are the Radio Time classifications?
- Morning Drive
- Daytime
- Afternoon/evening drive time
- Nighttime
- All night
30
What are some creative flexibility options in magazines?
- Bleed pages
- Creative Space
- Gatefolds
- Cover position
- Pop ups
- Inserts
31
What is support media?
Media used to reinforce primary media and message to people in the target audience
32
What are the top 10 outdoor advertising categories?
1. Miscellaneous services and amusements
2. Insurance and real estate
3. Communications
4. Public transportation, hotels, resorts
5. Media and advertising
6. Retail
7. Restaurants
8. Financial
9. Automotive dealers and services
10. Automotive, auto accessories/equipment
33
What is Direct Marketing?
an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location
34
What is database marketing?
- Database marketing is a form of direct marketing
| - database are used to generate personalize communication.
35
What are some objectives of database marketing?
- Improve election of market segments
- Stimulate repeat purchases
- Cross-selling other products
- CRM
36
What is RFM Scoring?
- Recency
- Frequency
- Monetary Transactions
37
What is One-Step Marketing?
- The medium is used directly to obtain an order
| - often uses toll-free phone orders and credit card payments
38
What is Two-Step Marketing?
- May use one medium to obtain inquiry and qualify prospect
| - follow-up with a second medium to complete the sale
39
What are the 7 C's of a good website?
- Context
- Commerce
- Connection
- Communication
- Customization
- Community
- Content
40
What are some objectives of internet communications?
- Gain consideration
- Creative Buzz
- Stimulate trial
- Create a strong brand
- Create an image
- Disseminate information
- Generate interest
- Create awareness
41
What is Search Engine Marketing?
The entire set of techniques and strategies used to direct visitors from search engines to marketing websites
42
What is Sales Promotion?
A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or ultimate consumer with the primary objective of creating an immediate sale
43
What are some consumer-orienrted examples of sales promotion?
Samples, coupons, premiums, contests/sweepstakes, refunds/rebates, bonus packs, price-off deals, frequency programs, event marketing
44
What are some trade-oriented examples of sales promotion?
- Contests, incentives
- trade allowances
- POP displays
- Stales training programs
- Trade Shows
- Cooperative Advertising
45
What are some negatives of sales promotion?
- Fewer dollars to build brand equity
- Encourages consumers to purchase on the basis of price
- Detracts from the value of the brand
46
Names three promotional objectives related to consumer franchise-building promotions?
- Communicate distinctive brand attributes
- Develop and reinforce brand identity
- Build long term brand preference
47
Name three techniques and practices related to consumer franchise building promotions?
- "Frequency programs" promote repeat purchase
- Sweepstakes & contests build equity, increase involvement
- Premium offers that reinforce brand image & build equity
48
What are the two objectives rested to NON- Franchise building promotions?
- Accelerate the purchase decision process
| - Generate an immediate sales increase
49
What are the two limitations rested to NON- Franchise building promotions?
- Do not identify unique brand features
| - Do not contribute to brand identity or image
50
Name three reasons when sampling works best.
1. Products are low unit value
2. Can be broken in to small piece or size that reflects the full benefits and features
3. The Purchase cycle is relatively short
51
What are the different sampling methods?
- Door to door
- Direct mail
- In-Store
- On Package
- Events
- Newspaper/magazine insert
- Other methods
52
3 Facts about Couponing
1. The oldest most widely used sales promotion tool
2. 85% of consumers use coupons 21% use them regularly
3. Nearly 240 billion distributed each year in the US
53
What are premiums?
An offer of an item, merchandise, or service, free or at a low cost, that is an extra incentive for customers
54
What are the two types of premiums?
1. Free - Only requires purchase of the product
| 2. Self- Liquidating - consumer required to pay some or all of the cost of the premium
55
What are some negative implication of sales promotion?
1. A brand that is constantly promoted may lose perceived value
2. Purchases based on discounts, not favorable attitude
3. Sales promotion trap or spiral
56
What is the sales promotion trap?
- if both firms cut back promotions both firms will gain higher profits
- if one firm cuts back and the other doesn't market shares goes to the one offering promotions.
- If both maintain promotions both firms maintain market share, however profits stay low
57
What are the PR management stages?
- Determination and evaluation of public attitudes
- Identification of policies and procedures
- Development and execution of the program
58
What is the difference between the traditional view on PR compared to now?
PR has moved from a separate business function to a more integrated task that works with the marketing department
59
What are some disadvantages of Marketing PR
- Lack of control over media
- Difficult to tie in slogans or other advertising devices
- Media time and space aren't guaranteed
- no standards for effective measurement
60
List some PR tools
- Interviews
- Press releases
- The internet
- Community involvement
- Exclusives
- Press conferences
61
What are some advantages of PR?
- Image building
- Selectivity
- Lead Generation
- Avoidance of clutter
- Cost savings
- Credibility
62
List 4 potential problems with PR
- Potential for incomplete communication process
- receiver no making connection to the source
- Lack or coordination with marketing dept.
- Inconsistent, redundant communications.
63
How can we measure the effectiveness of PR?
- Contributions made?
- What was achieved?
- Quantitative measures?
- Quality?
64
What is Advocacy advertising?
Propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor.
65
What is cause related marketing?
A form of marketing whereby companies link with charities or nonprofits organizations as contributing sponsors
66
Why do we measure effectiveness?
- Avoid costly mistakes
- Evaluate alternative strategies
- Increase efficiency in general
- Determine if objectives are achieved
67
Disadvantages of measuring effectiveness
- Cost of measurement
- Research problems
- Disagreement on what to test
- Objections of creatives
- Time
68
Effectiveness 1 (What to Test?)
- Source factors
- Message variables
- Media Strategies
- Budget decisions
69
Effectiveness 2 (Where to test?)
- Laboratory test
| - Field tests
70
Effectiveness 3 (When to test?)
- Pretesting
| - Posttesting
71
Effectiveness 4 (How to test?)
- Testing guidelines
| - Appropriate tests
72
Examples of Pretests in the LAB
- Consumer juries
- Theater tests
- Readability tests
- portfolio tests
- Rough tests
- Comprehension and reaction tests
- Physiological measures
- concept tests
73
Examples of Pretests in the FIELD
- dummy advertising vehicles
| - on air tests
74
Examples of Posttests in the FIELD
- Recall test
- single-source systems
- Recognition tests
- Association measures
- Inquiry Tests
- Tracking studies
75
What are the 9 steps in a (PACT) Positioning advertising copy test?
1. Provide measurements relevant to objectives of advertising
2. Require agreement on how results will be used
3. Provide multiple measures
4. Be based on a model of human response to communications
5. Consider multiple versus single exposure to the stimulus
6. Require alternative execution to have same degree of finish
7. Provide controls to avoid biasing effects of exposure context
8. Take into account basic considerations of sample definition
9. Demonstrate reliability and validity
76
What are the 4 test points?
1. Concept testing
2. Rough Testing
3. Finished art or commercial (Pretesting)
4. Market testing (Posttesting)
77
What are the Rough Testing Terms?
1. Animatic Rough
2. Photomatic Rough
3. Live-action Rough
78
What as the four physiological measures
1. Pupil dilation
2. Galvanic skin response
3. Eye tracking
4. Brain waves
79
What are some Proponent Arguments for advertising?
- Provides information to consumers
- Encourages higher standard of living
- Promotes competition
- Helps new firms enter a market
- Creates jobs
80
What are some Critic Arguments for advertising?
- More propaganda than information
- Creates consumer needs, faults
- Promotes materialism, insecurity and greed
81
Is advertising to Children ethical?
1. Lack the knowledge and skills to evaluate advertising claims
1a. Cannon differentiate between programs and commercials
2. Must learn though socialization
2a. Must acquire skills needed to function in the marketplace.
82
What are three social and cultural consequences to advertising?
1. Does advertising encourage materialism?
2. Does advertising make people buy things they don't need?
3. Is advertising just a reflection of society
83
How does advertising impact Economics??
- Consumer choice
- Competition
- Product Costs & Prices
84
Explain advertising = market power?
Change consumers' tastes -> Lowers sensitivity to price ->
Builds brand loyalty>>>>
<<< Reduces competition -> Leads to higher prices -> Leads to fewer choices
85
Explain advertising = Information
Provides useful information -> Increases price sensitivity -> Increases competition>>>>
<<< Pressure for lower prices -> Forces inefficient firms out
