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effects of advertising
Helps marketers increase or maintain brand awareness and market share
may transform consumer attitude
different brand attributes, change their appeal
achieve advantage over competing brands
Advertising
Placement of announcements and messages in time or space by business firms, nonprofit orgs, govt agencies, and individuals who seek to inform/persuade members of a particular target market or audience regarding their products, services, orgs or ideas
Advertising Response Function
phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
Major types of advertising
any form of nonpersonal, paid communication where the brand is identified
institutional
product
Institutional advertising
enhances a company image rather than promote a particular product
determine what goals or objectives the advertising should achieve
objectives depend on corportate objectives and the product being advertised and determined using DAGMAR approach
Product advertising
Shows benefits of a specific good or service
3 main categories
pioneering/informational, competitive/persuasive, and comparative
PLC is a determinant for type of advertising
advocacy advertising
organization expresses its views on controversial issues or responds to media attacks
pioneering/ informational advertising
designed to stimulate primary demand for a new product or product category
-Intro stage of PLC
Indepth info abt benefits of the product class
competitive/ persuasive advertising
a form of advertising designed to influence demand for a specific brand
focus more on emotions
Comparative ads
Directly or indirectly compares two or more competing brands on one or more specific attribute
advertising campaign
series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
advertising objective
a specific communication task that a campaign should accomplish for a specific target audience during a specific periods
Advertising appeal
a reason for a person to buy a product
unique selling proposition
a desirable, exclusive, advertising appeal selected as the theme for a campaign
Appeal types
Fear, sex(attraction), humor
exhibit 16.1: Profit, health, admiration, convenience, fun and pleasure, vanity and egotism, environmental consciousness
media evaluation and selection techniques
choose media mix based on
cost per contract
reach
frequency
characteristics of the target audience
flexibility of the medium
noise level
and life span of the medium
cost per contact (cost per thousand or CPM)
the cost of reaching one member of the target market
cost per click
the cost associated with a consumer clicking on a display of banner ad
reach
the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
frequency
the number of times an individual is exposed to a given message during a specific period
audience selectivity
the ability of an advertising medium to reach a precisely defined market
media schedule
designation of the media, the specific publications or programs, and the insertion dates of advertising
continuous media schedule
a media scheduling strategy in which advertising is run steadily throughout the advertising period, used for products in the later stages of the product life cycle
flighted media schedule
a media scheduling strat in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times
pulsing media schedule
a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
seasonal media schedule
a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used
Public relations
The element in the promo mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance
Publicity
an effort to capture media attention, often initiated through press releases that further a corporation’s public relations plans
sponsorship
a public relations strategy in which a company spends money to support an issue. cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image
product placement
PR strat that gets a product, service, or company name to appear in a movie, tv show, radio, magazine, newspaper, video game, or commercial, on the internet, or at special events
crisis management
a coordinated effort to handle all the effects of unfavorable publicity or another unexpected unfavorable events
sales promotion
mktg communication activities other than advertising, personal selling, and pr in which short term incentive motivates consumers or members of the distribution channel to purchase a good or service immediately, either by lowering price or adding value
Trade sales promotion
promotion activities directed to members of the marketing channel such as wholesalers and retailers
consumer sales promotion
promo activities targets to the ultimate consumer market
trade allowance
a price reduction offered by manufacturers to intermediaries such as wholesalers and retailers
push money
money offered to channel intermediaries to encourage them to “push” products that is, to encourage other members of the channel to sell the products
Coupon
a certificate that entitles a consumers to an immediate price reduction when the product is purchased
rebate
cash refund given for the purchase of a product during a specific period
Premium
an extra item offered to the consumer, usually in exchange for some proof of purchase of the promoted productt
Frequent Buyer program
a loyalty program in which loyal customers are rewarded for making multiple purchases of a particular good or service
loyalty marketing program
a promo program designed to build long term, mutually beneficial relationships between a company and its key consumers
sampling
a promotional program that allows the consumer the opportunity to try a product or service for free
point of purchase (POP) display
a promo display set up at the retailers location to build traffic, advertise the product, or induce impulse buying
Advertising response function
a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
Marketers struggle to optimize ad spend so they can get the best return based on their investment
Use data to model relationship btw marketing effort and sales
Market mix modeling
Depending in type of model and underlying relationship between effort and sales identify diff response functions or diff shaped curves
Linear, concave, s-shaped, convex
Advertising online caution
51% of audience reached were non target audience (half the ad spend online wasted)
“Half my advertising spend is wasted, trouble is idk which half” John Wanamaker
Improving public relations
think before you speak
Consider who you might offend
Consult pr counsel before making strong statements
Stay on top of current issues and tread softly
Be ready to defend yourself or apologize
Avoid coloful metaphors, tend to be very memorable