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MKF3461 > Theory > Flashcards

Theory Flashcards

1
Q

What are the six IMC elements?

A
  1. Advertising
  2. Public relations/publicity
  3. Sales promotion
  4. Direct/digital
  5. Sponsorship
  6. Personal selling
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2
Q

What are the typical media channels?

A
  1. TV
  2. Print
  3. Radio
  4. Outdoor
  5. Social media
  6. Online
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3
Q

What is advertising?

A

Space or time that is purchased by the advertiser from the media owner.
There is no editorial control - only accept or reject.

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4
Q

What is direct marketing?

A

Selective distribution and communication channels.

Uses many forms of media: internet, telephone, print (eg. junk mail).

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5
Q

What is sales promotion?

A

Creating additional value associated with the brand or product. Usually short term orientated.
Various forms: competitions, discounts, bonus packs, coupons etc.

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6
Q

What is public relations?

A

A firm’s efforts to create better relationships with stakeholders beyond the scope of sales.

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7
Q

What is sponsorship?

A

A firm’s financial support of a media, social, sporting or cultural activity in return for brand exposure.

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8
Q

What is the hierarchy of effects model?

A 
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
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9
Q

What are the six steps in the consumer process?

high involvement

A
  1. Need recognition
  2. Information search
  3. Evaluation of alternatives
  4. Purchase decision
  5. Purchase
  6. Post purchase evaluation
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10
Q

What are the context and steps in the communication feedback model?

A

Context: sender’s field of experience, receivers field of experiences. Noise.

  1. Source/sender
  2. Encoding
  3. Channel message
  4. Decoding
  5. Receiver
  6. Feedback/Response
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11
Q

What are the forms of encoding?

A
  1. Verbal
  2. Graphical
  3. Musical
  4. Animation
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12
Q

What is the semiotic perspective?

A

Object -> Sign or symbol -> Interpretant -> Object

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13
Q

What are the sources of noise in the communication feedback model?

A

White noise - signal transmission
Clutter - competitive messages
Situational factors - distractions, inconsistencies

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14
Q

What are the four types of touch points?

A
  1. Customer initiated
  2. Company created
  3. Intrinsic
  4. Unexpected
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15
Q

Explain the Elaboration likelihood model of persuasion

A

Explains the way consumers respond to persuasion attempts based on the amount and nature of elaboration or processing of information.

  • central route: ability and motivation is high, close attention to message content.
  • peripheral route: ability and motivation is low, focus on peripheral cues instead of message content.
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16
Q

When is the central route of ELM model used?

A

Central route - high involvement purchase.
Consumer is paying high attention, motivated to interpret persuasion attempt.
Potential to be more skeptical of information. ie. may not just accept it at face value.

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17
Q

When is the peripheral route of ELM model used?

A

Peripheral route - low involvement purchase.
Low engagement and motivation.
Peripheral cues (may be unrelated to message) will influence more than actual message.

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18
Q

What are some methods of enhancing motivation?

A
  • appeal to hedonic needs/emotions
  • novel stimuli
  • intense cues
  • increase curiosity
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19
Q

What are the stages of the low involvement consumer decision process?

A
  • awareness
  • trial
  • reinforcement
  • nudging
20
Q

What is the consistency triangle model showing?

A

Consistency between:

  • say
  • confirms
  • do
  • > create brand integrity
21
Q

What are the steps of the AIDA model?

A

Awareness
Interest
Desire
Action

22
Q

Identify four ethical complaints that are related to advertising

A

deceptive or untruthful - puffery
offensive or bad taste - nudity, sex appeal, shock advertising
targeting vulnerable groups - children (consumer socialisation process)
social and cultural consequences - e.g. gender stereotyping, materialism, overconsumption

23
Q

Identify the types of digital consumers

A

Information as power → Find information, share information and question information
Aggregation as power → reward like-minded views, discipline conflicting views, online pressure groups
Participation as power → share links and websites, respond to posts, create content
Self-liberation as power → no barriers or restrictions to express our own opinion, personalise to self-experience, heighten social standing
Traditional consumer power → complain, boycott the product, ignore the ad and buy the product.

24
Q

Define frequency and minimum effective frequency

A

Frequency (average): the average number of times the receiver is exposed to the media vehicle in a specific time period
Average frequency is an outcome of the media plan, interacting with the audiences pattern of viewing.

Frequency (minimum effective): the minimum number of times the receiver needs to be exposed to the media vehicle in a specific time period

25
Q

Identify five reasons why advertisers choose not to measure effectiveness.

A
  1. cost
  2. research problems
  3. disagreement on what to test
  4. objections of creatives
  5. time
26
Q

What are the media characteristics of TV?

A
  • large reach
  • low cost per exposure
  • demographic targeting
  • emotional engagement
  • product placement
27
Q

What are the media characteristics of radio?

A
  • modest reach
  • tightly demographic targeted
  • morning peak viewership
  • increasingly digitised
28
Q

What are the media characteristics of newspapers?

A
  • moderately high reach
  • declining readership
  • increasingly digitised
  • short life cycle
  • advertising clutter
29
Q

What are the media characteristics of magazines?

A
  • greater segmentation than newspapers
  • quality production emphasis (good images etc)
  • longer life cycle - consumers keep
  • greater engagement than newspapers
30
Q

What are some advantages of online advertising?

A
  • relatively low cost to initiate
  • wide reach
  • generate word of mouth - shares, likes etc
  • measurable
31
Q

What are some disadvantages of online advertising?

A
  • maintenance costs
  • highly competitive/clutter
  • limited penetration (not everyone goes online regularly)
32
Q

What is ambient advertising?

A

Placement of advertising in unexpected or unusual places, often with unconventional execution.

33
Q

What are some strengths and limitations of ambient advertising?

A
  • cost effective
  • novel and memorable
  • PR lead on effect
  • difficult to measure
  • medium overshadows message
  • negative brand associations (visual pollution)
34
Q

What are the four steps in media planning?

A
  1. Market analysis: what media does target market use
  2. Setting media objectives
  3. Determining media strategies and implementation
  4. Evaluating and costing
35
Q

What is reach and effective reach?

A

The number of different audience members exposed at least once in a given period.
Effective reach is the number exposed the minimum number of times to be effective (predetermined).

36
Q

What are TARPS?

A

Target Audience Rating Points.

Specific demographic audience for a specific period of time.

37
Q

What are consumer franchising building activities?

A

Implant ideas of unique advantages or attributes offered by a brand.
eg. samples, loyalty programs.

non CFB activities - price sensitive. Can create negative spiral due to customers becoming conditioned to price promotions.

38
Q

What is the primary goal of sales promotions?

A

To impact behaviour - usually to trigger trial or sale of a product.

39
Q

What are the buyer groups in the loyalty ladder?

A 
From least to most loyal:
Non users
Suspects
Prospects
Customers
Clients
Advocates
40
Q

What is publicity?

A

Credible communications tool, aimed either directly or indirectly at users/buyers. Often other sources of media - eg news stories etc.

41
Q

What are morals?

A

A societal standard of what is right and wrong.

42
Q

What are ethics?

A

Systemised concepts of right and wrong.

43
Q

What are company created touch points, and an example?

A

Planned marketing messages under control of company. Eg, advertising campaign.

44
Q

What are intrinsic touch points, and an example?

A

Experience during purchase process, eg. Checkout process on eBay.

45
Q

What are customer initiated touch points, and an example?

A

Customer makes first move, eg sends email or phone call.

46
Q

What are unexpected touch points, and an example?

A

Touch points out of control by company, eg word of mouth referrals. Public media etc.

MKF3461 (2 decks)

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