ISC final exam

support media

Media used to reinforce
communication messages that are received through other forms of advertising

out of home adverting OOH

advertising formats found out of the home

digital OOH

• video adverting networks

• billboards

aerial

• airplanes pulling a advertisement

• cheap

mobile

• devices that carry advertisements and are mobile

• costs depend on area and mobile board company fees

• example, red bull car

in store

reach shoppers at the place where they buy

transit

• targets people who are exposed to commercial transportation facilities

• disadvantage: mood of audience

• bus stand, inside bus, outside bus

project placement

advertising with a program

integration

placement integrated throughout program content and or script

advergames

online games designed to promote products

advantages of OOH

• wide

• creativity

• production capabilities

disadvantage of OOH

• waste coverage

• cost

• wear out

• limited message capabilities

sales promotion

direct inducement that offers extra value or incentive for that product to

acceleration tool

limited time offer

two types of sales promotion

• consumer oriented

• trade oriented

consumer oriented

PULL a product through a marketing channel by increasing the CONSUMERS demand for the product

trade oriented

PUSH a product through a marketing channel by increasing a RETAILER demand

consumer oriented sales promotion objectives

• obtaining trial and repurchase

• increasing consumption of an established brand

• defending current customers

• targeting a specific market segment

• enhancing integrated marketing commutations and building brand equity

sampling

giving some quality of a product for no charge to induce trial

benefits of sampling

• provides consumer risk free way to try new products

• generates much higher trial rates than other sales promotion techniques

• consumer experiences the brand directly

cons of sampling

• brands must have unique or superior benefits

• costs can be recovered only if consumers become regular uses

• may require larger amounts of product to produce favorable results

sampling techniques

• door to door

• mail

• in store

• event

• on package

• internet/ social media

public relations

program of action and communication to earn public understanding and acceptance

paid media

buy for exposer

earned media

people talking about a product without being paid for

traditional perspective

maintain mutually beneficial relationships between the organization and the public

modern perspective

• work together with marketing department

• integrating marketing into the promotional mix

reasons to measure effectiveness

• avoid costly mistake

• increase advertising efficiency

reasons to not measure effectively

• cost involved

• lack of time

ways to test

• source factors

• message variables

• media strategies

source factors

do we have the right spokes person

message variables

are the messages making it through

media strategies

are we putting the ads in the right place

pre tests

measure taken before campaign

post test

occur after ad or commercial has been in the field

laboratory tests

people brought to a location where they are shown ads/or commercials

testing bias

people may scrutinize ads much more closely than they would at home

field tests

tests under natural viewing situations

• comfort of home

concept testing

conducted very early in campaign devourment to explore consumers response to a potential ad or campaign

• may be a headline or a rough sketch

focus group

guided discussion group with a small amount of people