isc 161 exam 4

What are the advantages of conducting field tests?

Assessing behaviors in a natural environment

What is concept testing, what methods does it use, and when is it generally conducted?

Conducted very early in campaign development to explore consumer’s response to a potential ad or campaign

When do we test ads/campaigns

Before launching them to the public

What are some arguments for measuring advertising/ campaign effectiveness?

For: avoid costly mistakes, eval alternative strategies, increased efficiency, determine if objectives are achieved.

What are some arguments against measuring advertising/ campaign effectiveness?

Costs, research problems, disagreement on what to test, objectives of creative department, lack of time

What is the benefit of post-testing

can be tailored to each specific campaign/ situation. Can help set up the next campaign.

What are laboratory tests as compared to field tests?

lab: People brought to a location and are shown ads/ commercials.

Field: tests under natural viewing situations (noise, distractions, and comforts of home)

What are weaknesses associated with Focus Group research?

Results not quantifiable, group influence bias, one or two members of the group may steer the conversation or dominate the discussion, “experts” in the group.

What are some reasons for focusing on international markets

Limited opportunities for expansion in domestic market, economic reasons, growth and profit opportunities.

What are some reasons for developing different strategies for foreign markets?

Unfamiliar marketing environment, difference in values, customs, consumption patterns, and habits of consumers, language issues, lack of availability of media options.

What are some major external environmental factors a company must study considering international markets?

Economic infrastructure: communications, transportation, financial, and distribution networks needed to conduct business.

Global marketing strategy

Standardizing across countries

country-of-origin effect

Consumers general perceptions of quality for products made in a given country.

Pattern of advertising

Ads follow a basic approach, but themes, copy, and visual elements adapted to differences in local markets.

Localized advertising

Determining what type of selling idea, ad appeal, and execution style will work in each market.

Advantages of global marketing and advertising

Economies of scale, lowering costs, lower production cost, consistent international brand image.

What are ethics

Moral principles and values that drive the decisions of an individual group

Relationship between laws and ethics

Marketing may be legal but not ethical. Marketers must base decisions on ethical considerations

Arguments presented by proponents as well as by critics of advertising

Proponents: provides information to consumers, encourages higher standard of living, helps new firms enter a market, creates jobs, promotes competition

Critics’: more propaganda than info, creates consumer needs and faults, promotes materialism, insecurity, and greed.

What advertising may be classified as offensive

Sexual appeals, demeaning to men or women, suggestive nudity, fear appeals.

What are some arguments presented by those who oppose advertising to children?

Children lack knowledge and skills to evaluate ad claims, cannot differentiate programs and commercials.

What is shock advertising?

Ads that use fear or controversies.

Concerns about advertising controlling media

Ads are a primary source of revenue for newspapers, magazines, tv, radio, thus media is beheld to advertising.

Relationships between stereotypes and ads

Using stereotypes in women making them housewives, only doing womanly things, etc.

Arguments from IAA and 4As have provided touting the value of advertising

IAA: newspapers cost a lot, A4s: does advertising shape society?

Personal selling

Selling through a person-to-person communications process.

When is personal selling an effective tool

When there is a smaller market, a expensive product, high markup

Advantages of personal selling

Allows for two way interaction, tailors the message, lack of distraction, involvement in decision process, source of research info

Disadvantages of personal selling

Inconsistent message, high cost, poor reach, potential ethical problems

Dyadic communication

Direct and interpersonal communication, allows sender to immediately receive and evaluate feedback from receiver, messages can change to address receiver’s specific needs and wants.

8-step personal selling process

Prospecting, pre approach, approach, sales presentation, trail close, handling objectives, closing the sale, follow up.

How do leads differ from prospects?

Leads may become prospects, anyone interested, always a maybe

Prospects: locating customers that are more likely to purchase

How can direct marketing assist in the person selling process?