IMC Exam 2

UARK

What are the following satisfactions that effective advertising generally does?

It extends from sound marketing strategy

It takes the consumers view

It finds a unique way to break through the clutter

It never promises more than it can deliver

It prevents the creative idea from overwhelming the strategy

Advertising must be stated in a way that…

relates to consumers rather than the marketers needs, wants, and values

The purpose of advertising is to

inform, inspire, and ultimately sell products

What are CAN elements

Connectedness, appropriateness, novelty

Connectedness

whether an advertisement reflects empathy, creates a bond, and is relevant with the target audiences basic needs and wants as they relate to making a brand-choice decision in a product category.

Approriateness

an advertisement must provide information that is pertinent to the advertised brand relative to other brands in the product category

Novelty

unique, fresh, and unexpected; they differ from consumers expectations of a typical ad for a brand in a particular product category.

Sticky ads

for which the audience comprehends the advertisers intended message; they are remembered, and they change the target audiences brand relative opinions or behaviors

what are the steps in the 5 step program

Specify the key fact from the consumers point of view

state the primary problem from the marketers point of view

state the communication objective

implement the creative message strategy (creative platform)

establish mandatory requirements

Step 1: Specify the key fact

an advertising strategy is a single minded statement from the consumers point of view. It identifies why consumers are or are not purchasing the product service or brand or are not giving it proper consideration.

Step 2: State the primary problem

from the marketers point of view. this may be an image issue, a product perception view, or competitive weakness to name a few

Step 3: State the communication objectives

a straightforward statement about what effect the advertising is intended to have on the target market

Step 4:P Implement the creative message strategy (the creative platform)

represents the internal workings of the overall advertising strategy

the creative platform consists of

defining the target market, identifying the primary competition, choosing the positioning statement, offering reasons why the product

Step 5: Mandatory Requirements

requirements that must be included in an ad. These requirements include those imposed by corporate officers as a matter of policy and tradition or due to regulatory requirements such as side effects or warning list non regulatory requirements usually include slogan and or logo and a standard tagline at the bottom of a print ad or end of a commercial

Slogan

a catch phrase or small group of words that are combined in a special way to identify a product or company

what are the 10 universal values

self direction

stimulation

hedonism

achievement

power

security

conformity

tradition

benevolence

universalism

self direction

independent thought and acti8on is defining goal of this value type. it includes the desire for freedom, independence, choosing ones own goals and creativity

stimulation

the value derives from the need for variety and achieving an exciting life

hedonism

enjoying and receiving pleasure are fundamental to this value type

achievement

enjoying personal success through demonstrating competence according to social standards is the defining goal of this type. being regarded as capable, ambitious, intelligent, and influential are different aspects of the achievement value

power

the value entails the attainment of social status and prestige along with control or dominance over people and resources (wealth, authority, social power, recognition)

security

the essence of this value type is the longing for safety, harmony. and the stability of society. this value includes concern for personal and family safety and even national security

conformity

self-discipline, obedience, politeness, and in general, restraint from actions and impulses that are likely to upset or harm others and violate social norms are at the root of this value type

tradition

the value encompasses respect, commitment, and acceptance of the customs that ones culture and religion imposes

benevolence

the motivational goal of this value is the preservation and enchantment of the welfare of ones family and friends.. it includes being honest, loyal, helpful, a true friend, and loving in a mature manner

universalism

this value represents individuals motivation to understand, appreciate, tolerate, and protect the welfare of all people and the nature. it incorporates notions of world peace, social justice, equality, unity with nature, environmental protection, and wisdom

self direction, stimulation, hedonism, achievement, power, and security….

are most correlated with advertising

attractiveness consists of…

similarity, familiarity, and liking

what kind of source is considered attractive to to receivers?

an endorser that they share a since of similarity or familiarity or liking with

identification

enhances the deceivers self concept via the association or identification with the source; the maintenance of the belief depends on the sources position

power in the idenficiation process

the receiver complies with the source because the source has the power to administer rewards and punishment

compliance

occurs when an individual is persuaded by an advertised source because they hope to achieve a favorable reaction or approval from this source

Q in Q Score

quotient

the popularity percent is divided by the familiarity percent and the

quotient is that persons Q score

stopping power of sex

when this material is used to hold attention for a longer period of time often by featuring attractive models in provocative poses

Newspapers reach approximately

40 million households ’ durning the week and about 43 million on Sundays

when buying radio time what are some considerations to make

station format, geographic areas to cover, choice of daypart

Zapping

when viewers switch to another channel when commercials are aired

zipping

when ads have been recorded along with program material using a digital video recorder are fast-forwarded (zipped through) when the viewer watches the prerecorded material

Click through

when an online user upon clicking a banner add is directed to the advertisers website

click through rates are a function of

brand familiarity

click fraud

when a competitor or other party poses as a legitimate user and clicks on a sponsored link repeatedly in order to bias advertising effectiveness

click through rates

the percentage of people who are exposed to an online ad and click on it

Cost per thousand impressions (CPM)

an alternative to click through rates that assess how much it costs to place an online ad

Cost per action CPA

determines the number of users who actually visit a brands website

social media advantages

flexibility

research options

consumer engagement

two way dialogue

integration and ability to drive traffic

improved metrics and research

cost effectiveness

flexibility

the use of social media offers this in marketing and advertising planning with the ability to quickly modify apps postings ads and blogs in response to competitive and industry changes

reach options

increased targeting behavior, demographics, site visits, and posted preferences and likes has helped with the ability of advertisers to reach small audiences with social media

consumer engagement

with consumer generated content it helps ensure engagement in sites such as youtube flikr facebook twitter instagram etc as well as brands and companies featured on these sites

two way dialogue

consumer feedback; new brand and product ideas; pricing, location, and promotion modifications can all be gleaned from social media sites

integration and ability to drive traffic

an ad that is placed on a social media site if well done can turn viral and drive traffic to other sites and to retail stores and other brand promotions

improved metrics and research

measurement of th impact of social media such as google analytics

cost effectiveness

gauging if a 5 million dollar superbowl ad will be more effective than a 1.60 dollar youtube ad

disadvantages to social media

privacy and censorship

lost productivity addiction and fatigue

meaningless comments babble spam and “like backs”

hackers and fraud

dealing with negative (viral) comments

EdgeRank score

affinity x weight x time decay

affinity

score is based on the number of times that you send a friend messages and check their profile; the greater number of messages and checks leads to a higher score

weight

assigned to each type of interaction. pictures carry the highest, comments, and then likes.

time decay

reflects the fact that the older the interaction the less important it becomes

media

the general communication platforms that carry advertising messages

vehicles

the specific broadcast programs or print choices in which advertisements are placed

cross platforms

a strategy that integrates multiple media sources such as tv social search and print into a single marketing campaign

research

the percentage of the target audience that is exposed at least once during a specified time frame to the vehicles in which the advertising message is included

rating point

represents 1% of a designed audience or entire population that has an opportunity to see an advertisement in a vehicle

gross rating points

the weight that a particular advertising schedule has delivered; they are a product of reach times frequency

GPRs

reach (R) x frequency (F)wha

what is it?

what of it?

and the third exposure and those thereafter are reminders of the first two exposures

Three- exposure hypothesisWH

Who came up with the three exposure hypothesis

Hurbert Krugman

what are the kinds of schedules

continuity

continuous advertising

pulsing schedule

flight scheduling

continuity

a media planning consideration that involves how adverting is allocated during the course of an advertising campaign

continuous advertising schedule

a type of schedule to allocate advertising over an advertising campaign where an equal or relatively equal number of ad dollars are invested throughout the campaign

pulsing advertising schedule

a type of schedule to allocate advertising over an advertising campaign where some advertising is used during every period of the campaign, but the amount of advertising varies from period to period

flight schedule

a type of schedule to allocate advertising over an advertising campaign where advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months Re

Recency Principle

Also called the shelf space model, this principle is built on three interrelated ideas; (1) that consumers first exposure to an advertisement for a brand is the most powerful; (2) the advertisings primary role is to influence brand choice, and that advertising does indeed influence choice for the subset of consumers who are in the market for the product category at the time a brand in that category advertises; and (3) that achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency

CPM

cost of ad / number of total contacts reached (expressed in thousands)

media scheduling

develop a media database

select the criterion for optimizing the media schedule

specify constraints

final step

develop a media database

the initial aspect of media planning involves three activities: (1) identify prospective advertising vehicles (2) specify their ratings (3) determine individual vehicle cost

select the criterion for optimizing the media schedule

alternatives include maximizing reach (1+), effective reach (3+), frequency, and GRPs

specify constraints

this includes (1) determining a budget constraint for the media planning period and (2) identify the maximum number ad insertions for each vehicle

final step

seek out the optimum media scheduling according to the specified objective function and subject to satisfying the budget and number of insertion constraints