Lecture 13 Advertising

Question 1

Define advertising?

Answer 1

Any form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

Question 2

What are the five major advertising decisions?

Answer 2

Objectives setting
Budget decisions
Message decisions
Media decisions
Advertising evaluation

Question 3

What is involved in objective setting?

Answer 3

Communication objectives

Sales objectives

Question 4

What is involved in budget decisions?

Answer 4

Affordable approach
Percent of sales
Competitive parity
Objective and task

Question 5

What is involved in message decisions?

Answer 5

Message strategy

Message execution

Question 6

What is involved in media decisions?

Answer 6

Impact and engagement
Major media types
Specific media vehicles
Media timing

Question 7

Define advertising objective?

Answer 7

A specific communication task to be accomplished with a specific target audience during a specific time

Question 8

When is informative advertising used?

Answer 8

When introducing a new product category to build primary demand

Question 9

When is persuasive advertising important?

Answer 9

It is important with increased competition to build selective demand

Question 10

What is comparative advertising?

Answer 10

This is when a company compares its brand with other brands

Question 11

What is reminding advertising?

Answer 11

This is important with mature products to help maintain customer relationships and keep customers thinking about the product

Question 12

Give some examples of informative advertising?

Answer 12

Communicating customer value
Building a brand and company image
Telling the market about a new product
Explaining how a product works
Suggesting new uses for a product
Informing the market of a price change
Describing available services and support
Correcting false impressions

Question 13

Give some methods of persuasive advertising?

Answer 13

Building brand preference
Encouraging brand switching
Changing customer perceptions of product value
Persuading customers to purchase now
Creating customer engagement
Building brand continuity

Question 14

Gives some examples of reminder advertising

Answer 14

Maintaining customer relationships
Reminding customers that the product may be needed in the near future
Reminding users where to buy the product
Keeping the brand in a customer’s mind during off seasons

Question 15

What 3 factors should be considered when setting the advertising budget?

Answer 15

Stage in product lifecycle
Market share
Competition

Question 16

Define advertising strategy

Answer 16

This is the strategy by which the company accomplishes its advertising objectives

Question 17

What two things does advertising strategy consist of?

Answer 17

Creating advertising messages

Selective advertising media

Question 18

What is a result of advertising clutter?

Answer 18

Customers are choosing not to watch ads

Question 19

What is native advertising?

Answer 19

Advertising or other brand-produced online content that looks in form and function lie the natural content surrounding it on a web or social media platform

Question 20

What does Madison & Vine represent?

Answer 20

The intersection between Madison Avenue and Hollywood - it represents the merging of advertising and entertainment

Question 21

What is the first step in creating effective advertising content?

Answer 21

Planning a message strategy

Question 22

What is the message strategy?

Answer 22

This is a general message that will be communicated to consumers

Question 23

What two things does a message strategy do?

Answer 23

Identifies consumer benefits

Follows from company’s broader positioning and customer value creation strategies

Question 24

What is the creative concept?

Answer 24

The compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way

Question 25

What three characteristics shouls appeals have?

Answer 25

Meaningful Believable Distinctive

Question 26

What is message execution?

Answer 26

This is when the advertiser turns the big idea into an actual advertisement that will capture the target market's attention and interest

Question 27

What should the creative team do?

Answer 27

The creative team must find the best approach, style, tone, words, and format for executing the message

Question 28

What are the 9 message execution styles?

Answer 28

``` Slice of life Lifestyle Fantasy Mood or image Musical Personality symbol Technical expertise Scientific evidence Testimonial or endorsement ```

Question 29

How does consumer-generated content created?

Answer 29

Consumers submit ad messages, ideas, videos and other brand content

Question 30

What does consumer-generated content do and why?

Answer 30

It incorporates the voice of the customer into brand messages Generates greater customer engagement

Question 31

What are the 4 major steps in advertising media selection?

Answer 31

Determining reach, frequency, impact and engagement Choosing among media types Selecting specific media vehicles Choosing media timing

Question 32

What is reach a measure of?

Answer 32

A measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time

Question 33

What is frequency a measure of?

Answer 33

It is a measure of how many times the average person in the target market is exposed to the message

Question 34

What is impact?

Answer 34

This is the qualitative value of a message exposure through a given medium

Question 35

What is engagement?

Answer 35

It is a measure of things such as ratings, readership, listenership, and click-through rates

Question 36

What two things should a planner do when deciding on media timing?

Answer 36

Seasonality | Pattern of the advertising

Question 37

What are the two advertising timing patterns?

Answer 37

Continuity | Pulsing

Question 38

What is the continuity advertising pattern?

Answer 38

This is scheduling evenly within a given a period

Question 39

What is the pulsing advertising pattern?

Answer 39

Scheduling unevenly within a given period

Question 40

Define return on investment

Answer 40

This is the net return on advertising divided by the costs of the advertising investment

Question 41

What do communication effects indicate?

Answer 41

Whether the ad and media are communicating the ad message well and can be tested before or after the ad runs

Question 42

What are sales and profit effects?

Answer 42

These compare past sales and profits with past expenditures or through experiments

Question 43

What do public relations involve?

Answer 43

This involves building good relations with the company's various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events

Question 44

What are 6 things involved in PR?

Answer 44

``` Press relations or press agency Product publicity Public affairs Lobbying Investor relations Development ```

Question 45

What does press relations or press agency involve?

Answer 45

This involves the creation and placing of newsworthy information to attract attention to a person, product or service

Question 46

What does product publicity involve?

Answer 46

Publicizing specific products

Question 47

What does public affairs involve?

Answer 47

It involves building and maintaining national or local community relations

Question 48

What does lobbying involve?

Answer 48

This involves building and maintaining relations with legislators and government officials to influence legislation and regulation

Question 49

What does investor relations involve?

Answer 49

Maintaining relationships with shareholders and others in the financial community

Question 50

What does development involve?

Answer 50

This involves public relations with donors or members of non-profit organisations to gain financial or volunteer support

Question 51

What are the 9 major public relations tools?

Answer 51

``` News Speeches Special events Written materials Corporate identity materials Public service activities Buzz marketing Social networking Internet ```