S12: Promotion

Question 1

What is the Communication Management Process?

Answer 1

1. Target (who should we talk to?)
2. Objective (What do we want to happen?)
   3a. Message (What should we say?)
   3b. Media (When, where, and how often should we say it?)
3. Budget (How much do we need to spend?)
4. Evaluation (Is our campaign effective?)

Question 2

How do you calculate Advertising Elasticity?

Answer 2

(△ Q / Q) /

△ Adv / Adv

Question 3

What are the 2 routes of persuasion?

Answer 3

Central-route processing

Peripheral route processing

Question 4

What is central-route processing?

Answer 4

Make conscious effort to form/change attitudes

Question 5

What is peripheral route processing?

Answer 5

Attitudes based on tangential/superficial factors

Question 6

What are the required conditions for using central-route processing effectively?

Answer 6

Motivation: involvement

Ability: IQ, Need For Cognition (NFC)

Opportunity: Time, Distraction, Repetition, Arousal

Question 7

What is Comparative Advertising?

Answer 7

Competitors are directly or indirectly referred to in the ad, either on an attribute or an “overall” basis

Question 8

What are the potential benefits of comparative advertising?

Answer 8

Attention getting

Position relative to competition

Higher recall of attributes

Question 9

What are the potential risks of comparative advertising?

Answer 9

Poor attitude towards the ad (negative “tone”)

Advertise the competition

Counter-argumentation

Question 10

What are the factors of media exposure?

Answer 10

Reach

Frequency

Impact

Total exposure (reach x frequency)

Weighted exposures (reach x frequency x impact)