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Marketing 3000 > E3 Ch 18 > Flashcards

E3 Ch 18 Flashcards

1
Q

Steps in Ad Campaigning (7)

A
  1. Identify Target Audience
  2. Set advertising objectives
  3. Determine budget
  4. Convey message
  5. Evaluate and select media
  6. Create advertisements
  7. Assess impact
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2
Q

Step 2: Setting Objectives

A
  • Push or pull strategy?
  • Overall goal/objective of messaging
  • What is being advertised? Product vs institution
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3
Q

Pull Strategy

A

Aimed at FINAL CONSUMERS to get consumers to pull the product into the marketing channel
(ex. you see an ad about a new dress at a boutique and go seek it out in the store)

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4
Q

Push Strategy

A

Aimed at CHANNEL MEMBERS - increase demand by focusing on wholesalers/retailers/etc.
Primarily personal selling/sales promotions
(ex. you see a set-up in Target promoting a product you didn’t initially go to buy)

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5
Q

Informative Advertising

A

Create and build brand awareness
Usually in introductory stage of product life cycle
Should focus on education/creating buzz

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6
Q

Persuasive Advertising

A

Growth/early maturity stages of PLC when competition is intense
May be used to reposition an established brand in later stages of PLC
Focuses on features, advantages; compares your brand to other brands

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7
Q

Reminder Advertising

A

Occurs after product has gained market acceptance in mature stage of PLC
Used to remind or prompt repurchases
Usually does not include a lot of information (think simple Coke ads)

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8
Q

3 Advertising Goals

A

Inform, persuade, remind

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9
Q

Product-focused vs Institutional Advertisements

A

Institutional advertisements are focused around corporate image, advocacy advertisements, and/or public service announcements
(ex. Dawn Dish Soap)

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10
Q

Public Service Advertising

A

Focus on public welfare and are generally sponsored by non-profit or civic groups
(ex. Stop smoking, fight hunger, cancer research)

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11
Q

Step 3: Determining the Advertising Budget

A

Things to Consider:
- Role that advertising plays in firm’s attempt to meet overall performance objectives
- Expenditures vary over the course of the PLC
- Nature of the market and the product influence over the size of the budget

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12
Q

Step 4: Convey the Message

A

Determine the content
Have a Unique Selling Proposition
Determine how the information is conveyed (emotions? information?)

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13
Q

Unique Selling Proposition

A

Ex. Ford…Built Ford Tough
Nike…Just do it.
State farm…Like a good neighbor…

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14
Q

Emotional Appeals

A

Fear/safety
Humor
Happiness
etc etc etc

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15
Q

Step 5: Evaluate and Select Media

A

Media planning, mix, and buy

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16
Q

Media Planning

A

What medium should be used?

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17
Q

Media Mix

A

The choice
ex. 6 months on social media

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18
Q

Media Buy

A

The purchase of the advertising

19
Q

Mass Media

A

Ideal for reaching large, anonymous audiences
Includes outdoor/billboards, newspapers, magazines, radio, TV

20
Q

Niche Media

A

Focused, reaching narrower segments. Targets a unique demographic

21
Q

Choosing the right medium: TV

A

Wide reach but high cost and may increase awareness of competitor products

22
Q

Choosing the right medium: Radio

A

Relatively inexpensive; wide reach, but no video and exposure periods are short

23
Q

Choosing the right medium: Magazines

A

Very targeted but relatively inflexible

24
Q

Choosing the right medium: Newspapers

A

Flexible and able to localize but may be costly and have a short life span

25
Q

Choosing the right medium: Internet

A

Highly flexible and interactive allowing for specific targeting but is becoming cluttered

26
Q

Choosing the right medium: Direct Marketing

A

High targeted; costs vary but traditional media like mail will be more expensive than newer media

27
Q

Continuous

A

Runs steadily throughout the year
Ex. Laundry detergent

28
Q

Flighting

A

Implemented in spurts with heavy periods of advertising followed by periods of no advertising
Ex. Spirit Halloween

29
Q

Pulsing

A

Combines continuous and flighting with a base level of advertising but increasing during certain periods
Ex. airlines in the summertime

30
Q

Step 6: Creating the Ad

A

Creativity shouldn’t overshadow message
Execution style must match medium
Message and appeal translated into actual words and images

31
Q

Step 7: Assessing Impact using Marketing Metrics

A

Pretesting
Tracking
Posttesting

32
Q

Messages must… (2)

A
  • Meet standards for language, images
  • Be truthful
33
Q

Puffery

A

Exaggerated commendation for promotional purposes.
Promotional statement that expresses subjective, rather than objective claims that no one would really take literally
Ex. “World’s Best Coffee”

34
Q

Cause-Related Marketing

A

Collab b/w a for- and a non-profit org to advertise for a cause
ex. Toms shoes

35
Q

Event Sponsorship

A

when a company supports an event by providing funds in exchange for something of value
ex. a tech company sponsors a conference by providing state-of-the-art event technology

36
Q

Types of Sales Promotions: Coupons

A

Stimulate demand and allow for direct tracking of sales
Low redemption rates, high cost
Must be careful that consumers will stockpile nonperishable items

37
Q

Types of Sales Promotions: Premiums

A

Builds goodwill/value
But consumer may buy for the premium not the product
Ex. Toy in a cereal box

38
Q

Types of Sales Promotions: Contest vs Sweepstakes

A

Contests: must enter something to win and therefore not fairly balanced
Sweepstakes: everyone who enters has a fair chance of winning

39
Q

Types of Sales Promotions: Samples

A

Encourage trial and direct involvement but at high cost

40
Q

Types of Sales Promotions: Loyalty Programs

A

Create loyalty and repurchases but at high cost

41
Q

Types of Sales Promotions: POP Displays

A

High visibility, brand trial, but difficult to get a good location

42
Q

Types of Sales Promotions: Rebates

A

Buying at full cost then submitting a rebate to get the refund stated in the initial deal. Not a lot of redemption here. Increase value perception but easily copied by competitors

43
Q

Types of Sales Promotions: Product Placement

A

Ex. Placing a starbucks cup noticeably in a TV show

44
Q

Cross Promoting

A

Ex. Atlanta Falcons Mcdonalds Box

Marketing 3000 (10 decks)

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