Theory Flashcards
What are the six IMC elements?
- Advertising
- Public relations/publicity
- Sales promotion
- Direct/digital
- Sponsorship
- Personal selling
What are the typical media channels?
- TV
- Radio
- Outdoor
- Social media
- Online
What is advertising?
Space or time that is purchased by the advertiser from the media owner.
There is no editorial control - only accept or reject.
What is direct marketing?
Selective distribution and communication channels.
Uses many forms of media: internet, telephone, print (eg. junk mail).
What is sales promotion?
Creating additional value associated with the brand or product. Usually short term orientated.
Various forms: competitions, discounts, bonus packs, coupons etc.
What is public relations?
A firm’s efforts to create better relationships with stakeholders beyond the scope of sales.
What is sponsorship?
A firm’s financial support of a media, social, sporting or cultural activity in return for brand exposure.
What is the hierarchy of effects model?
Awareness Knowledge Liking Preference Conviction Purchase
What are the six steps in the consumer process?
high involvement
- Need recognition
- Information search
- Evaluation of alternatives
- Purchase decision
- Purchase
- Post purchase evaluation
What are the context and steps in the communication feedback model?
Context: sender’s field of experience, receivers field of experiences. Noise.
- Source/sender
- Encoding
- Channel message
- Decoding
- Receiver
- Feedback/Response
What are the forms of encoding?
- Verbal
- Graphical
- Musical
- Animation
What is the semiotic perspective?
Object -> Sign or symbol -> Interpretant -> Object
What are the sources of noise in the communication feedback model?
White noise - signal transmission
Clutter - competitive messages
Situational factors - distractions, inconsistencies
What are the four types of touch points?
- Customer initiated
- Company created
- Intrinsic
- Unexpected
Explain the Elaboration likelihood model of persuasion
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.
When is the central route of ELM model used?
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.
When is the peripheral route of ELM model used?
Peripheral route - low involvement purchase.
Low engagement and motivation.
Peripheral cues (may be unrelated to message) will influence more than actual message.
What are some methods of enhancing motivation?
- appeal to hedonic needs/emotions
- novel stimuli
- intense cues
- increase curiosity
What are the stages of the low involvement consumer decision process?
- awareness
- trial
- reinforcement
- nudging
What is the consistency triangle model showing?
Consistency between:
- say
- confirms
- do
- > create brand integrity
What are the steps of the AIDA model?
Awareness
Interest
Desire
Action
Identify four ethical complaints that are related to advertising
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
Identify the types of digital consumers
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.
Define frequency and minimum effective frequency
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
Identify five reasons why advertisers choose not to measure effectiveness.
- cost
- research problems
- disagreement on what to test
- objections of creatives
- time
What are the media characteristics of TV?
- large reach
- low cost per exposure
- demographic targeting
- emotional engagement
- product placement
What are the media characteristics of radio?
- modest reach
- tightly demographic targeted
- morning peak viewership
- increasingly digitised
What are the media characteristics of newspapers?
- moderately high reach
- declining readership
- increasingly digitised
- short life cycle
- advertising clutter
What are the media characteristics of magazines?
- greater segmentation than newspapers
- quality production emphasis (good images etc)
- longer life cycle - consumers keep
- greater engagement than newspapers
What are some advantages of online advertising?
- relatively low cost to initiate
- wide reach
- generate word of mouth - shares, likes etc
- measurable
What are some disadvantages of online advertising?
- maintenance costs
- highly competitive/clutter
- limited penetration (not everyone goes online regularly)
What is ambient advertising?
Placement of advertising in unexpected or unusual places, often with unconventional execution.
What are some strengths and limitations of ambient advertising?
- cost effective
- novel and memorable
- PR lead on effect
- difficult to measure
- medium overshadows message
- negative brand associations (visual pollution)
What are the four steps in media planning?
- Market analysis: what media does target market use
- Setting media objectives
- Determining media strategies and implementation
- Evaluating and costing
What is reach and effective reach?
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).
What are TARPS?
Target Audience Rating Points.
Specific demographic audience for a specific period of time.
What are consumer franchising building activities?
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.
What is the primary goal of sales promotions?
To impact behaviour - usually to trigger trial or sale of a product.
What are the buyer groups in the loyalty ladder?
From least to most loyal: Non users Suspects Prospects Customers Clients Advocates
What is publicity?
Credible communications tool, aimed either directly or indirectly at users/buyers. Often other sources of media - eg news stories etc.
What are morals?
A societal standard of what is right and wrong.
What are ethics?
Systemised concepts of right and wrong.
What are company created touch points, and an example?
Planned marketing messages under control of company. Eg, advertising campaign.
What are intrinsic touch points, and an example?
Experience during purchase process, eg. Checkout process on eBay.
What are customer initiated touch points, and an example?
Customer makes first move, eg sends email or phone call.
What are unexpected touch points, and an example?
Touch points out of control by company, eg word of mouth referrals. Public media etc.
