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Marketing Final > CH 15 > Flashcards

CH 15 Flashcards

1
Q

Pioneering/informtional (types of Product ads)

A

announcing new product

-IE: announcing new windows 8

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2
Q

Pursuasive/competitive (types of Product ads)

A

to pursuade consumer to use your product

ie: dunkin beats starbuck ads

-need legal go ahead

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3
Q

Reinforcement/reminder ads (types of Product ads)

A

-remind consumer why product is good

ie: godiva chocolates ad (been around)

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4
Q

Institutional ads purpose

A

build goodwill or good image for organization

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5
Q

informational/pioneering (types of institutional ads)

A

inform people what company is/ what it can do

IE: mcdonalds ad showing where they get ingredients from

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6
Q

advocacy ads (types of institutional ads)

A

stating position on certian issue from company

IE: anti tobacco ad

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7
Q

Fear (types of appeals)

A

-strike fear into target

ie: what you would look like if you smoke

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8
Q

Sex (types of appeals)

A

-get consumer to think product will make them look good

ie: abercrombie ad with hot model

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9
Q

humorous (types of appeals)

A

Attract consumer with humor

ie: camera ad with big headed person “its all about the zoom”

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10
Q

nostalgic (types of appeals)

A

evoke nostalgia from a past era

-ie: coca cola with retro bottles

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11
Q

Media planning goals

A
  • reach different people and different households
  • frequency
  • high gross rating points
  • low CPM (cost per million)
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12
Q

Advantages and disadvantages of using different media

A

advantages:

  • reaching new people
  • sending strong message

disadvantages:

  • making many different ads
  • cost of using different sources
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13
Q

reach (selecting right media)

A

-number of people reached

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14
Q

frequency ​(selecting right media)

A

average number of times person in market sees ad

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15
Q

gross rating points ​(selecting right media)

A

multiplying reach by frequency

ie: 20 people see ad 10 times = 200 GRP

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16
Q

continuous (advertising scheduling)

A

scheduling ad evenly within a period

iE: advertising cereal

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17
Q

flighting (intermittent) (advertising scheduling)

A
  • seasonal demand
  • IE: halloween special on costume
  • coke with santa and polar bear in winter
18
Q

pulse/burst (advertising scheduling)

A

combo of continuous and flighting

  • ie: toys r us has year round toy sales
  • christmas catalog
19
Q

why pretest an advertisment

A
  • minimize resources wasted
  • to test effectiveness
20
Q

portfolio testing (pre-testing strategies)

A
  • Test ad placed in portfolio with other ads
  • ad is hidden
  • participants asked to recall ads+ content
  • also testing copy alternatives
21
Q

jury testing (pre-testing strategies)

A

testing via group of people

  • shows ad to panel to get rating
  • test ad not hidden
22
Q

theater testing (pre-testing strategies)

A

Participants shown tv show or movie with ad shown during commercials and rate feelings about it

  • often use handheld devices
  • more realistic
23
Q

aided recall test (Post-testing strategies)

A
  • subjects shown an ad and ask if they have seen it before
  • memory of seeing ad
24
Q

Unaided recall (Post-testing strategies)

A

-test subjects asked what they watched on tv last night and what ads they remember seeing

25
Q

Attitude tests (Post-testing strategies)

A

-subjects watch ad then measure attitude change

26
Q

inquiry testing (Post-testing strategies)

A
  • use coupon in add
  • see how many people redeem coupon
27
Q

Sales Test (Post-testing strategies)

A
  • increase aditional sales from advertisments
  • return on ad investment
28
Q

why is there an increasing importance of sales promotion

A

Due to: -pressure to increase sales

  • more competition
  • less differentated brands existing
  • decreasing ad efficency
  • consumers are more “deal” oriented
29
Q

consumer promotion vs trade promotion

A

consumer: targeted to consumers

trade: targeted to retailers

30
Q

Coupons (consumer promotion tools)

A
  • stimulate demand via trial
  • alternative to price cut

IE:

point of sale: promotion automatically given when purchased

-supermarket shelf dispenser

-online/mobile coupons

31
Q

Deals (consumer promotion tools)

A

short term price cut

  • increase trial
  • retailiate against competitor actions
32
Q

sweepstakes (consumer promotion tools)

A

participants submit entry

  • buy product to enter drawing
  • submit code on package to enter
33
Q

contests (consumer promotion tools)

A

Consumers use skills to win prize

-Ie: design doritos new logo for 1M

34
Q

Loyalty Program (consumer promotion tools) +example

A
  • encourage repeating purchase for reward
  • builds loyalty
  • IE : starbucks rewards
35
Q

Event Marketing (consumer promotion tools)

A

serve as sponsor for event

-IE:charmin bathrooms in NYC

36
Q

point of purchase displays (consumer promotion tools) +example

A

Advertisement holds product

-located in high traffic areas

IE: school bus display holding school supplies

37
Q

product placement (consumer promotion tools)

A

product shown in show or other commercial

  • IE: Coca cola cups in American Idol
  • tupperware in biggest loser
38
Q

Public relations

A

-MGMT aims to positively publicize using publicity tools

39
Q

what are publicity tools used for

A

-to obtain non-personal presentation of an organization or goodwill without direct cost

40
Q

news release (publicity tools)

A

informing news media about new product

IE: New york times article about new product bc company asked nyt to do review

41
Q

news conference (publicity tools) (+example)

A

-1 representative of many media outlets invited to press conference to show positivity against negative feed

IE: BP oil rep out in gulf enduring tough circumstances to show support for clean up

42
Q

PSA (publicity tools) (+example)

A
  • non profit to send message
  • donated time by media
  • IE: Law & Order cast speaking against abuse for Joyful Heart Foundation

Marketing Final (4 decks)

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