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APS Exam II
Terms in this set (35)
lower cost vs wasteful resources
benefit society by increasing the standard of living through lowered product costs (by stimulating demand, increasing probability new products will succeed, fueling competition and improvement, diffusing innovations
promotional expenditures are wasteful, intrusive, and manipulate consumers into buying something they may want but don't really need (NOTE: Remember that advertising cannot stimulate a basic need, but it can stimulate a person to act on an existing desire.)
Ethical considerations that frequently arise involve:
truthfulness (puffery is considered legal)
concern for the impact of promotional messages on children
the promotion of controversial products and practices such as firearms, gambling, alcohol, cigarettes, and junk food
In the United States, advertisers may not engage in deceptive or unfair practices, including:
• false vertical cooperative advertising allowances
• unfair comparison advertising
• the exercise of monopoly power
In direct marketing and e-commerce, the primary concern has to do with
-Cookies, behavioral targeting, spam, phishing
In sales promotions, premium offers, trade allowances, and offline contests and sweepstakes are subject to regulation.
Firms must state the fair value of "free" premiums, trade allowances must follow the guidelines of fair competition, and contests and sweepstakes must follow strict rules specified by the FTC.
International brand promotion
is the preparation and placement of brand communication in different national and cultural markets.
to view and value things from the perspective of one's own culture
self-reference criterion (SFC)
the unconscious reference to one's cultural values
International marketers must overcome two biases:
self-reference criterion and ethocentrism
To overcome blind spots and avoid errors in advertising planning
marketers need to conduct cross-cultural audience analysis
-customs and rituals
-product use and practices
The creative challenge
derives from differences in experience and meaning among cultures. Even picturing can be problematic—the images featured in an ad may be translated differently from one country to the next.
media coverage, and media costs vary dramatically around the world. Global television networks and direct broadcast by satellite (DBS) are helping marketers to overcome these media issues.
The amount and nature of advertising regulations
vary dramatically from country to country, sometimes forcing a complete reformulation of a promotional campaign.
involve little customization among countries
feature heavy customization for each market
Demographic and lifestyle trends
are becoming common across multiple cultures: more working women, more single-person households, increasing divorce rates, and fewer children per household.
A look at great creative minds—such as Picasso, Gandhi, Freud, Eliot, Stravinsky, Graham, and Einstein—reveals
shared sensibilities including a strikingly exuberant self-confidence, (childlike) alertness, unconventionality, and an obsessive commitment to their work.
The significant effort required to get the right idea underlies the
contentiousness between an agency's creative staff and its account executives and clients.
"creatives" vs. "suits"
Creatives provoke. Managers restrain. Ads that win awards for creative excellence often make clients uncomfortable and it is one of the manager's jobs to help keep the client at ease.
- Document that outlines and channels an essential creative idea or
- Use of a creative brief can get teams headed in the right direction and preempt many forms of conflict.
recommendations to make yourself more creative
• Self-assessment is an important part of learning and growing.
• Now is the perfect time to be thinking about yourself and your passion for creativity.
• If marketing, especially brand promotion, interests you, then improving your own creative abilities should be a lifelong quest.
Target market selectivity
Marketers can focus on very specific interest areas or geographic regions, time of day, or computer platform.
The Internet also allows advertisers to track how users interact with their brands and learn what interests customers.
Deliverability, flexibility, and reach
Online content is delivered 24 hours a day, seven days a week, at the convenience of the receiver. A campaign can be tracked on a daily basis and updated, changed, or replaced almost immediately. The Internet is also immediately a global medium unlike any traditional media option.
A marketer can engage a prospective customer to a degree that cannot be accomplished in traditional media (e.g., click-through rates)
Web promotion is the most easily integrated and coordinated with other forms of promotion to help achieve a consistent IMC effort.
The cost per thousand (CPM) of Web ads compare favorably with ads placed in traditional media.
Display or banner ads
placed on sites containing editorial material
Pop-up or pop-under ads
which appear as a Web page is loading or after a page has loaded
Rich media, video, and audio
which include music and video clips
There are several modes of measuring Web audiences:
• hits and page views • visits
• click-through rates • unique visitors
Web analytic software
provides information on all of the above but also lets a website track audience traffic within the site
An interactive system of marketing which uses one or more advertising media to affect a measurable response and/or transaction at any location
Manytypesoforganizationsare increasing their expenditures on direct marketing. These expenditures serve three primary purposes:
1. Closingsaleswith customers
2. Identifyingprospectsfor future contacts
3. Offeringinformationand incentives to foster brand loyalty (e.g., Golden Corral)
The growing use of direct marketing can be attributed to several factors:
• Convenience—credit cards, 800 numbers, and the Internet
• Computerpower—building and mining large customer information files
• Tracking—lendsitselfto current emphasis on measurable outcomes
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