advertising exam 2

What are the two steps in segmenting the consumer market?

Step 1: Identify groups of people with shared needs or characteristics. Step 2: Aggregate those needs into larger market segments.

What is behavior segmentation in marketing?

It is determined by user status, usage rate, purchase occasion, and benefits sought.

How is geographic segmentation defined?

It defines market segments based on regions of the world.

What does demographic segmentation involve?

It defines groups by statistical characteristics.

What is geodemographic segmentation?

It occurs when demographic data is combined with geographic data, making it more useful to marketers.

What does psychographic segmentation group people by?

It groups people by their values, attitudes, personality, and lifestyle.

What are the four Ps of the marketing mix?

Place, Promotion, Products, Price.

What characterizes the growth stage in a product's life cycle?

Rapid market expansion, sales stimulated by advertising efforts, and making substantial profits.

What is the role of branding in marketing?

Branding is built on differences in images, meanings, and associations, and high brand equity brings opportunities to marketers.

What are collateral materials in marketing?

Materials such as catalogs, brochures, and sales kits used to support marketing efforts.

What are the four categories of research in Integrated Marketing Communications (IMC)?

IMC strategy research, creative concept research, message pre-testing, and message post-testing.

What is the purpose of message pre-testing?

To evaluate concepts before final production and avoid the expenses of a failed campaign.

What is the goal of message post-testing?

To evaluate the effectiveness of a campaign and determine if there was an increase in sales.

What is primary data in research?

Data gathered directly by the researcher through methods like focus groups, surveys, and interviews.

What is secondary data in research?

Data that is collected from existing sources, such as academic articles, government statistics, and company websites.

What is qualitative research?

Research that provides a general impression of the market or consumer through explorative, open-ended questions.

What is quantitative research?

Research that provides hard numbers and statistics about specific marketing situations.

What is the first step in the research process?

Analyzing the situation and defining the problem.

What is a focus group in marketing research?

An intensive research technique used to evaluate the effectiveness of a campaign's elements.

What is the halo effect?

A cognitive bias where a positive impression of one trait or product extends to other products or the entire brand.

What are aided recall and unaided recall in post-testing methods?

Aided recall involves prompting respondents about an ad, while unaided recall asks if they remember the ad without prompts.

What are attitude tests in post-testing?

Tests that measure changes in consumer attitudes toward the ad or brand after the campaign.

What are inquiry tests in marketing?

Tests that measure consumer response to offers such as samples or coupons to determine the most effective message.

What are marketing objectives supposed to be?

Clear, quantifiable, realistic goals that guide marketing activities and are set to be achieved within a specified time period.

List the four stages of the DAGMAR method.

Awareness, Comprehension, Conviction, Action.

What is bottom-up marketing?

A tactical marketing plan where a company develops 1-2 tactics and builds a strategy from them.

What is the first objective in the IMC Pyramid?

To create awareness.

What happens to sales when additional advertising is added?

Sales increase but the rate of return on advertising will plateau and may decline.

What is the percentage of sale method in budgeting?

A method based on a percentage of previous year's sales or anticipated sales for the next year.

What does the share of market/share of voice method link?

It links promotional dollars with sales objectives.

What are the three steps in the objective/task method of strategic budgeting?

Define objectives, determine strategy, estimate cost.

What does reach refer to in advertising metrics?

The number of different people or households exposed to an ad at least once.

What is frequency in the context of media scheduling?

The intensity of the media schedule based on repeat exposures to the medium.

What does the Brand Development Index (BDI) indicate?

The sales potential for a particular brand in a specific market area.

What is the purpose of the Category Development Index (CDI)?

To determine the potential of the whole product category in a market.

What are the three methods for scheduling media?

Continuous, flighting, and pulsing schedules.

What is the role of the art director in advertising?

To manage the nonverbal elements of the ad, including its look and feel.

What does the copywriter focus on in an advertisement?

The verbal elements, including the text and spoken words.

What is the role of the creative director?

To assume ultimate responsibility for the final form of an ad's message.

What are the three elements of a creative brief?

Objective statement, support statement, and tone statement or brand character statement.

What is the purpose of the explorer role in the creative process?

To gather information and develop insights for the campaign.

What does the judge role entail in the creative process?

Evaluating the value of the big idea and deciding whether to implement, modify, or discard it.

What is the warrior's role in advertising?

To overcome setbacks and obstacles in getting the big idea approved and placed in media.

Selective distribution strategy

sold at a limited number of outlets.

Manufacturer may share in costs with co-op advertising

IMC strategy research

Doing your homework on something

Creative concept research

Developing concepts

Using targets and markets

Helping you to measure how your target audience is accepting different creative ideas in their really early stages

Helping creative team; everything has to connect back together to the original objectives

Testing helps marketers make important decisions:

Merchandise

Markets

Motives

Message

Media

Step 1 Research Process

Analyzing the Situation and Defining the Problem.

Marketing department may maintain a marketing information system (MIS)

Step 2

Conducting Informal (Exploratory) Research

Researchers discuss issue with retailers outside the firm, informed sources within the firm, customers, and competitors

Types of research data:

Primary data

You are gathering the data yourself (organic data collection)

Expensive and time consuming

Focus groups, Surveys, in-depth interviews

Secondary data

The data is when you pull and use existing data from other sources, Google trends, academic journal articles, USF library pages.

Company Websites, Government Statistics, Industry Associations

Learning more about the business market; problem at hand

Step 3

Establishing Research Objectives

Concise written statement of the research problem and objectives should be formulated at beginning of research project

Step 4

Conducting Primary Research

Qualitative: provides general impression of the market, consumer, or product.

Explorative, open ended questions, quotes

Quantitative: provides hard numbers about specific marketing situations.

Hard numbers, statistics, closed questions

Step 5

Interpreting and Reporting the Findings

Tables and graphs should be explained in words

Avoid technical jargon

State the problem and objectives, summarize the findings, and draw attention to important conclusions

Experiment

measures cause and effect relationship

Pre-testing methods

Direct questions

-More reserved for print ads; direct specific questions

Central location tests

-Broadcast ads or digital ads

-Central locations like malls, (physical location) and tests the ad

Clutter tests

-Ads or commercial tested on how it measures up against cluttered ads

Challenge of pre-testing

-Respondents may give answer they think they should like

-Behavior intent is not always behavior fact

Sales test

Compare past sales to sales following the ad campaign'

Social listening

another way to determine if your campaign had reached its objectives

Sales target objectives

increasing or maintaining sales

Communication objectives

very important, focus on issues like increasing brand awareness and positive consumer attitudes

Product class in marketing strategy

they are positioning the brand against other products that offer the same class of benefits

IMC Pyramid steps

-At the base, the first objective is to create awareness

-Next, build upon that awareness to develop comprehension

-Then, help consumers believe that the product has value

-Move consumers to desire the product

-Use measures to get consumers to take action/buy the product

Bottom-line

-Reality is only IMC affects sales

-Reinforce existing customers, locate new prospects, position product, build brand equity, stimulate demand

-If all those things are done well, we can influence or AFFECT sales.

Circulation

counting and verifiying # of subscribers

Total audience =

circulation X readers per copy (RPC)

Message weight.

-Gross impressions

-Message weight is the total size of an audience for a set of ads or an entire campaign

-Gross weight in points is reach x frequency

Continuity

-Duration of an ad/message/campaign over a given period of time

-Necessary to sustaining the memory of a message