Week SIX: Advertising - Broadcast, Print & Support Flashcards
(11 cards)
What is media and what is a media vehicle
Media = general communication channels that carry the marketing message (TV, radio, magazines)
Vehicles = the specific broadcast programs or print choices in which marketing messages are placed (eg. AFL, childrens shows)
Evaluate strengths and weaknesses of TV
STRENGTHS;
- Demonstration ability
- Audio and visual
- Greater emotional resonance
- Provide one-to-one feeling
- Intrusion
- Impacts sales force and channels
LIMITATIONS
- Increasingly expensive
- Audience fragmentation (eg. netflix, youtube)
- Difficult to target niches
- Distraction (changing channel during ad)
- Clutter (more, shorter ads)
Evaluate strengths and weaknesses of radio
STRENGTHS
- Segmented audiences
- personal/local level
- Short product times
- Lower cost (CPM)
- Reinforces imagery from tv
- Fewer distractions
LIMITATIONS
- Clutter
- No visuals
- Audience fractionalisation
- Buying difficulties
- Tend to cram in lots of information
Evaluate strengths and weaknesses of product placement
and explain why fit is important
STRENGTHS
- Large reach capabilities
- Low or high impact
- Narrative emotional resonance
- Target audiences carefully
- Create or reinforce association for brand/product
- Not an intrusion
LIMITATIONS
- Expensive
- Intrusion into stories
- clutter
Fit between product and media vehicle matters
- > Sitcom vs doco
- > Audience connectedness to character
- > Fit between product, plot, character
What are some of the benefits of print & support media
=> Tend to work well in conjunction with mass media
- Can be used in isolation but is dependent on the execution (creativity, strength of message)
- Tend to offer more cost-effective ways of reaching target market
IS ABLE TO;
- Facilitate introduction of new brands
- Increase frequency of use
- Inform about brand improvements
- Enhance brand image
- Stimulate POP sales
- Increase brand awareness and loyalty
- Decrease purchasing time
- Reduce effectiveness of competition
- Assist sales team
Evaluate strengths and weaknesses of newspaper
STRENGTHS
- Audience in appropriate mental frame to process messages
- Mass audience coverage
- Trusted
- Flexibility
- Ability to use detailed copy
- Timeliness
LIMITATIONS
- Not a highlt selective medium
- Higher rates for occasional users
- Mediocre reproduction quality
- Complicated buying for national marketers
- Changing composition of readers
Evaluate strengths and weaknesses of magazines
STRENGTHS
- Have potential to reach large audiences
- Selectivity
- Long life
- High reproduction quality
- Can present detailed information
- Can convey information authoritatively
- High involvement potential
LIMITATIONS
- Clutter
- Long lead times
- Not intrusive
- Somewhat limited geographic reach
- Variability of circulation patterns by market
Evaluate strengths and weaknesses of out-of-home media and explain what it is
Includes billboards, transit vehicles, bus-stops
STRENGTHS
- Broad reach and high frequency levels
- Geographic flexibility
- Low cost/thousand
- Prominent brand identification
- Opportune purchase reminder
LIMITATIONS
- Non-selective
- Higher rates for occasional users
- Difficult to measure audience size
- Environmental problems
What are the essential elements when designing packaging? (VIEW)
Visbility
- Attract attention without detracting from brand
Information
- Provides information (benefits) without cluttering
- Product usage instructions
Emotional appeal
- Evokde desired feeling/mood
Workability
- Protect contents, stored, easy to use, sustainable
= motivates consumers’ brand purchase intentions
Explain sensation transference and how to achieve it
=> assigning characteristics of the package to the brand
Created through;
- Colour
- Design and shape cues
- Packaging size
- Physical materials in packaging
Evaluate strengths and weaknesses of point of purchase
STRENGTHS
- motivates (unplanned) purchasing
- creates experiential marketing communication
- prompts consumer interaction engagement
- Opportune purchase reminder
- Low cost
- Relevant and targeted
- Customisable
- Speed and efficiency
LIMITATIONS
- Low reach
- Requires customers to already be at store
- Can have high clutter
