test 2 Flashcards
Public relations
The management function that evaluates public attitudes and executes a program to earn public understanding and acceptance
Biggest challenge of PR
There is a significant long term focus compared most other channels in the IMC campaign
central goal of PR
establishing, reinforcing, or selling a companies reputation
Publicity, press releases and cause related marketing
Publicity: Communications about company that are not directly paid for
Cause related marketing: when a company donates something to a charity and a corresponding transaction occurs (KFC breast cancer example)
What are responses to bad publicity?
Rejection: Claim that it did not happen
Denial: company ignores the issue
Proactiveness: company apologizes and does something to fix issue
What are some different ways to advertise in magazines?
Can be quarter page, half page or full page. Most desirable places to advertise are 1st 2nd 3rd and 4th covers
Pros for magazine ads
high reproduction quality, creative flexibility, long life spans
Cons for magazine ads
high amount of clutter, long lead time to place an ad, high costs, limited customer reach
Circulation
The number of people who receive subscriptions to a particular magazine
pass along readership
This is when a primary reader gives the magazine to another person or another person reads the magazine in public (lobbies or waiting rooms)
total audience/readership
The number of people who subscribe multiplied by the average number of people who read that magazine
5 types of out of home advertising
- billboards
- digital out of home media
- aerial advertising (blimps)
4, in store media (ads on shopping carts, coupon dispensers) - Wall murals (outdoor adverisments on brick walls)
Well designed out of home advertising characteristics
Simple but bold designs
5 to 7 words
colorful imagery
Cons to out of home advertising
limited message capabilities, wearout due to overexposure. Fleeting messages that are easily forgotten
What is radio advertisings greatest strength?
It provides local advertisments
dayparts?
Specific time frames that radio advertsiments are segmented into
What are the 5 day parts
Morning drive time 5-9am Midday 9-2 Afternoon/evening drive time 2-6 Night time 6-11 all night 11-5
Drive times are highest radio traffic
What is passive learning?
When you consumers learn about a product or brand by hearing the same thing over and over (happens with radio jingles a lot)
What are pros of Radio ads
Can choose the demographic easily
high frequency
low cost of production
no visuals promotes imagination
Cons of radio ads
usually lack of attention
creative strategy is limited
passive reception
audience fragmentation because of large number of stations
For radio ads to succeed it must have one of 3 of these:
- have a catch tune or jingle
- include some engagement device
- be downright intrusive
Display ads
found throughout a newspaper. usually include illustrations, headlines, white space and other visual devices `
A good display ad should:
avoid high quality photos
keep body copy to a minimum
feature large sturdy type
Pros to newspaper advertising
High market penetration
loyal reader base
short lead times
geographic selectivity
Cons to newspaper advertising
poor reproduction quality
short lifespans
declining relationship
no demographic selectivity
When should newspapers be included for an IMC campaign
utilize sales promotion, reach older demographic, reach specific geographic location
network advertising
nationwide programming. usually most expensive but has the highest reach
spot advertising
ads on local tv
syndicated advertising
this involves daytime talk shows and reruns of network shows
cable television
specialized programming only available through paid subscription services
Rating
percentage of households in an area that are tuned in at a specific time
rating = (amount of households tuned in/total number of households) x 100
How to advertise? demonstration
shows an example of how well the product works (Swiffer)
How to advertise? comparison
compares their product to another (the version to AT&T map)
How to advertise? testimonial
person praises product based on their own personal experience with it
How to advertise? image
Depicts a brand using imagery. (Ford going through mud)
How to advertise? slice of life
depicts an easy to understand problem and then shows how the product could be the solution (husband breathing his nasty ass breath onto wife)
How to advertise? Story telling
incorporates heavy emotional themes like excitement and drama that is related to the product (Five hour energy LETS do this)
Pros to tv advertising
creative medium
high coverage, especially on network TV
High likelihood of atleast being seen
frequency of exposure leads to passive learning
Cons to tv advertising
high amount of clutter
high costs
Zipping and zapping
