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Ads & Sales Test 1

STUDY
PLAY
AIDA
Attention--> Interest-->Desire--> Action
Levels of Persuasion
C= cognitive/rational
A=Affective/emotional
E=Conative/behavioral/experience
How is advertising success measured?
Sales, brand choice, market share, elasticity
3 key intermediate advertising effects
Experience, affect, and cognition.

*The omission of one can lead to the overestimation of the effect of the others
Short term elasticities are...
...small and decrease during the product life cycle
What frequency is sufficient for advertising an established brand?
1-3 reminders per purchase cycle
Is the concept of a space of intermediate effects supported?
Yes, but a hierarchy (sequence) is not.
Cognitive bias interferes with...
... affect measurement
2 tasks of media planning
message creation
message dissemination
Media planning is...
the process of selecting media time and space to disseminate advertising messages in order to accomplish marketing objectives
brand contact
any planned and unplanned form of exposure to and interaction with a product or service
planned brand contact
tv and radio commercials, product sampling
unplanned brand contact
word of mouth, can be more influential and less suspicious than planned brand contact
4 steps to media planning
1: set media objectives in light of marketing and ad. objectives
2: develop media strategy
3: design tactics for realizing strategy
4: evaluate the plan's effectiveness
target audience
people whom the media plans to influence through brand contact, can be primary or secondary
demographics
gender, age, etc.
psychographics
personality traits
generational cohorts
baby boomers, gen x, gen y
vehicle distribution
# of copies a magazine has... eg. coverage
vehicle exposure
# of those exposed to vehicle
advertising recall
cognitive effect of advertising
advertising persuasion
emotional effect of advertising
leads & sales
behavioral effects
reach
sets objective total # of people exposed to media plan

1: percentage 50= 50%
2: measures audience acc. over time
3: doesn't double count
Gross Rating Points (GRP)
if 42% of US TV households are watching, a commercial running once has a GRP of 42, twice, 84, etc.
Frequency
GRP/reach

84/56=1.5, viewers had 1.5 opportunities to watch an ad
frequency distribution
how many exposures different people experience, how many people will see the ad once, twice, etc.
Sales is:
identifying and satisfying customer needs profitably. Profitable for you, profitable for them
What 3 people do advertisers work for?
*The employer, the advertiser, the consumer
TOMA
Top of mind awareness
Expectations of sales staff
-develop new business
-maximize revenue
-retain current business
SMART goals
Specific, Measurable, Attainable, Realistic, Timely
The Sales Cycle:
Prospecting, qualifying, needs analysis, presentation, answering objections, closing, relationship management
Prospecting:
The balance of finding prospects while managing relationships and making presentations
Qualifying
Who is the decision maker, is this organization capable of paying?
Needs Analysis:
Build trust, gather information
Presentation
well-planned statement, pique interest, connect w/their interests... recap challenges addressed and state the purpose of the call
Answering objections
the time to address concerns or fears
Phour phactors of phailure
the product itself, the medium, the schedule, the copy/creative
closing
seal the deal!
Types of media research
audience measurement
media effects: violence, gender & ethnic stereotyping, advertising and influence, children's issues
quantitative ratings/research
numbers by demographic, psychographic, social purchase patterns, Values and Lifestyles studies (VALS)
standard error
the amount of error that may be attributed to sampling, expressed as a percentage... < or >
confidence level
typically .05, which means that 95 times out of 100, the true "rating" for the total population will fall within the margin of standard error
Sweeps
November, Feb, May, and July for 4 weeks
Diaries:
Nielsen- a week's worth of viewing by household, Arbitron- continuous measurement (44 weeks)
PPM's
personal people meters
Desired outcomes for TV & Radio
TV: audience flow (show loyalty) and news supremacy. Radio: total audience (cume) and time spent listening (AQH)
MSA
Metro survey area (home city and closest counties)
DMA
designated market area (Nielsen) or ADI (ARB) area of dominant influence
NSI
Nielsen Survey Index (outside DMA) for total reach
Rating
% of total population tuned to a specific station during a specific day part
HUTs/PUTs
Homes/persons using TV
PURs
persons using radio
AQH
reported as persons, shares, ratings (avg 1/4 hour)
cume
total # of different people who watch TV or listen to radio in a given amount of time
TSL
time spent listening
CPP
cost of schedule divided by GRPs, cost per point
CPM
cost divided by persons or households reached x1000
Gross impressions
(spots x AQH) disregards duplication
GRPs
spots x rating points