Lecture 9 Marketing Communications Flashcards
(9 cards)
What is advertising Give an example of how much does canda and global spending or advertising.
advertising is paid promotion of idea, goods and services. Canada spend 10 billion ay ear and globally 500 billion/year. Example: first car known ad, new era vs colagte floss ads.
What are the three objectives of marketing?
- Inform: Introduce new products, communicate features
- Persuade: build brand preference
- Remind: maintain consumer awareness
What is the 6 step communication process and give two examples?
- Sender: company creating messages
- Encoding: turning ideas into messages
- Message: symbols transmitted
- Decoding: consumer reads message
- Receiver: target audience
- Noise: any conflict/ interference
Examples: - macdonalds fries arranged like WIFI signal
- Addidas logo styled as sandals
What is comparative advertising and what are it’s risks and give two examples?
compartive adveritsng aims to persuade and encourage brand switching, happens when smlller brand compares itself to bigger ones. RIsks are can backfire if seem petty, might increase competitor visibility.
Examples: - Burger king mocks McDonald’s
- Puma jumps over addidas logo
Choosing a messenger - celebrity endorsements and give three examples
Effective celebreity endorsements if celebrity has:
- expertise in field
- trustworthiness
- familiarity
- likeability
examples:
- Lebron James endorsing health care government
- Michael Phelps dropped from kellogs after bong photo
- lance Armstrong dropped by nike after doping scandal
when does Adveritisng Clutter and Attention faityge happen. GIve two solutions for it?
Consumers on average see 3000-5000 advertisements a day. ost don’t click on it or see it because of adblocks and only 1 in 1000 ads are opened intentionally.
fix:
1. Create disiticnitve and memorable messaging
2. There is no formula — creativity is key
What are four creative ad execution styles that fix advertising clutter?
- Lifestyle: product fits into specific lifestyle
- Fantasy: dreamlike settings and imagined use
- Mood/Images: creates an emotion/vibe
- Musical: people or cartoons using product
What is branded entertainment and advertainment? Give two examples.
Advertainment: entertainment so fun people decide to watch it
Branded entertainment: integrating products into a show or movie.
Examples: Red Bull extreme sport videos (branded entertainment)
- Wayne’s world and family integrating product placements
Give one example of PR relation.
Dr. Pepper vs. Guns n Roses: Dr. Pepper free soda to everyone if GNR released “Chinese democracy” by 2008. They did which made dr. pper website crashed because of this. GNR threatened to sue Dr. pepper. Fun twist: they both use same PR firm ketchum. This resulted massive free publicity and advertisement for both firms.
