Marketing Mix - Advertising

Question 1

Promotion

Answer 1

• Advertising
• Direct & Digital
• Public Relations
• Sales Promotion
• Personal Selling

Question 2

Advertising is

Answer 2

Non-personal paid for communications targeted through mass media with the purpose of achieving set objectives such as creating awareness or encouraging trial.

It is a means of reaching large audiences in a cost effective manner

Question 3

Principle Elements:

The Message

Answer 3

THE MESSAGE:
should be appropriate for the target audience, capable of gaining attention, significant, interesting, stimulating, understandable, relevant.

Question 4

Principle Elements:

The Media

Answer 4

THE MEDIA:

suited for the audience in terms of accessibility and cost, and type of content

Question 5

Principle Elements: Timing

Answer 5

TIMING:

Acceptable/logical

Question 6

Advertising can be used too…

DRIP

Answer 6

D…ifferentiate

R…emind/reassure

I…nform

P…ersuade

Question 7

The Influencer Model of Communication

Answer 7

Message source goes to both Opinion leaders/formers (interlink)
TA1 TAn

Question 8

Top 3 Advertising Media

Answer 8

Combined share over 80% of the market.

• Internet
• TV
• Print

Question 9

Media Definition

Answer 9

Media
- The general communication
methods that carry advertising messages Internet, Television, Newspapers, Radio, Magazines

Question 10

Vehicle Definition

Answer 10

Vehicle
- Specific broadcast programs
Print choices or Web sites in which
advertisements are placed

Question 11

Acquisition - Search Marketing

Answer 11

PPC

Organic

Question 12

Internet - Advantages

Answer 12

Strengths:
- High level of interaction

• Immediate response possible
• Tight targeting
• Relationship building
• Measurable
• Social interaction

Question 13

Internet - Disadvantages

Answer 13

• Unsolicited emails
• Information overload
• Huge variability in web designs and usability

Question 14

TV Advertising

Answer 14

• Nearly 99% of all households have televisions
• Uniquely personal and demonstrative
• Over 600 television channels

Question 15

Ideas

Answer 15

Ideas are what ads is built upon.

Question 16

Appeals based on emotion - Fear

Answer 16

Fear – Threat of social rejection e.g. plaque on teeth, dandruff. Threat of physical danger e.g., Life assurance, drink driving.

Question 17

Appeals based on emotion - Humour

Answer 17

Humour attracts attention and stimulates interest

Question 18

Appeals based on emotion - Sex

Answer 18

Sex – Sexual innuendo and use of sex is excellent for gaining attention.
John Hegarty of Bartle Bootle & Hegarty famously said ‘Sex Sells’

Question 19

Appeals based on emotion - Animation

Answer 19

Animation – Often used with potentially boring products

e.g. Banks, Insurance and Utilities (gas and electricity)

Question 20

Appeals based on emotion - Music

Answer 20

Music – Can create association with advertisement. It has the potential to gain attention and assist product differentiation e.g., car advertisements

Question 21

Appeals Based on emotion - Fantasy and surrealism

Answer 21

Fantasy and Surrealism – Used in association with certain images and symbols allows advertiser to focus attention on the product e.g., Alcohol, Perfume and recently Twinings Tea.

Question 22

Appeals Based on emotion - Factual

Answer 22

Factual -The aim of this type of message is to provide factual information and
provide rational and logical arguments to allow consumers to complete their decision-making processes

Question 23

Rational Appeals - Slice of Life

Answer 23

Slice of Life - To present the message in such a way that the receiver can identify
immediately with the scenario being presented.

Question 24

Rational Appeals - Demonstration

Answer 24

Demonstration -The brand is depicted as the instrument of resolving a problem

Question 25

Rational Appeals - Comparative

Answer 25

Comparative - The messages are based on the comparison of a main competitor or all competing brands

Question 26

TV - Strengths

Answer 26

Strengths: Visual and audio capabilities Has the ability to interact Ability to generate excitement and impact Reaches large audience Specialist channels to improve targeting Sponsorship of program

Question 27

TV - Weaknesses

Answer 27

Weaknesses: Erosion of audience Requires production specialists Digital boxes allows consumer to skip ads

Question 28

Newspapers

Answer 28

National newspaper circulation in the UK has decreased from 22 million in 2010 to 10.4 million in 2018, a decline of 52.5%. (6 Aug 2019)

Question 29

Newspapers - Strengths

Answer 29

Strengths: - Segments audiences by title and locale - Mass audience coverage - Ability to use detailed copy - Credibility of newspaper can benefit the advert

Question 30

Newspapers - Weaknesses

Answer 30

Weaknesses; Clutter Little flexibility for creative messages Mediocre reproduction quality National Buying complicated Short life of newspapers

Question 31

Magazines - Strengths

Answer 31

Strengths: - Can reach large audiences - Selectivity- reaches demographic and lifestyle segments - Long life - High reproduction quality - Detailed information possible

Question 32

Magazines - Weaknesses

Answer 32

Weaknesses: - Clutter - Limited geographic options - Circulation patterns vary by market – weekly, monthly and quarterly

Question 33

Buying Radio advertising

Answer 33

- Matching station format with target market - Geographic coverage - Day part choice

Question 34

Radio - Strengths:

Answer 34

Strengths: Can reach segmented audiences Intimacy Economy Transfer of imagery from TV Use of local personalities

Question 35

Radio - Limitations:

Answer 35

Limitations: Clutter No visuals Difficult to get audience attention

Question 36

Cinema - Strengths:

Answer 36

Strengths: Captive audience High recall value Very creative and visually appealing National advertisers can highlight local stockists

Question 37

Cinema - Weaknesses

Answer 37

Weaknesses: Inconsistent audience figures Seasonal variations Local advertisers look tame with still photographs against national ads High production costs

Question 38

Outdoor Media - Strengths

Answer 38

Strengths: - Relatively inexpensive - Many repeat exposures - Location orientated

Question 39

Outdoor Media - Limitations

Answer 39

Limitations: - Only a very limited message is possible - Cannot segment audience - Difficult to measure

Question 40

The GOAL

Answer 40

To reach the right people at the right time with the right message in sufficient quantity to induce a favourable attitudinal or behavioural disposition to the brand at the lowest possible cost.

Question 41

Evaluation Pre/Post Testing

Answer 41

Pre-testing Focus groups Post-testing ``` Inquiry tests Recall tests Sales tests Financial tests Tracking studies Likeability tests ```

Question 42

Summary

Answer 42

- Buying media time and space is a complex activity; - There are many factors for a media planner to consider includingsize and dispersion of audience and variety of media; - Decisions must be taken on how often a message should berepeated; - Timing is very important if a message is to be effective;