Week 6 - Marketing communications (P = Promotion)

Question 1

What is advertising like?

Answer 1

Shouting under water.

Question 2

What are factors that make ads ineffective?

Answer 2

1. No clear message
2. Confusion in the market/competition - bunny battery
3. Bad positioning/ competing messages - maccas and health side to side
4. Not running risks.. - Intel facts/science; bad because ads are about emotions, etc.
5. Negative associations - e.g. crocs are ugly
6. “Better than” claims - people don’t know of the other brand, and states that all their products are expensive

Question 3

Factors that make ads effective?

Answer 3

1. Research - e.g. eye tracking; not just by your opinion
2. Recognisable audio logo (sonic branding)
3. Use narrative techniques, such as juxtaposition - car = “lemon” ???
4. Visualisation - colgate toothrbush making the bacteria fly away lol
5. Focus - less is more; focus on one good thing. not billion things bc we can’t catch.
6. Be Creative - e.g. pregnancy test if you pee and put your thing on the paper you get the product for half price - baby cot like WOWza

Question 4

What are the 2 measure of advertising?

Answer 4

1. Reach

2. Repetition (contacts)

Question 5

Define reach.

Answer 5

The gross number of individuals who are exposed to your ad.

Question 6

Define Repetition.

Answer 6

The number of times an individual is exposed to your ad.

Question 7

What is WOM?

Answer 7

Earned; most effective forms because your consumer WANTS to share.

Question 8

WOM can be:

Answer 8

1. Planned

2. Unplanned:

Question 9

Summary:

Answer 9

1. Marketing comm. (ads) are a powerful way to build brands
2. There are factors that act as barriers to effective ads, but there are also many ways marketers can strengthen their campaigns.
3. Successful firms manage WOM too (planned and unplanned)