48 terms

Clemson MKT 3010 Fine Chapter 18

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Terms in this set (...)

Advertising
paid form of communication from identifiable source, delivered through a communication channel and designed to persuade the receiver to take some sort of action
Advertising plan
selection of a firms overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful
Pull strategy
goal is to get consumers to pull the product through the marketing channel by demanding it
Push strategy
designed to increase demand by motivating sellers, wholesalers, distributers, etc. to highlight the product, rather than the products of competitors (pushing products onto consumers)
Informative advertising
communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to purchase
Persuasive advertising
communication used to motivate consumers to take action
Reminder advertising
communication used to remind consumers of a product or prompt repurchase, especially for products that have gained market acceptance and are in the maturity stage of their life cycle
Product focused advertisements
used to inform, persuade, or remind consumers about a product or service
Institutional advertisement
type of advertisement that informs persuade, or remind consumers about issues related to places, politics, or industry
public service advertising (PSA)
focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, etc. (form of social marketing)
Social marketing
application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public of a specific population segment
Unique selling proposition
strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in entire ad campaign
Informational appeal
used in promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand of the key benefits
Emotional appeal
aims to satisfy consumers' desires rather than their utilitarian needs
Media planning
process of evaluating and selecting the media mix that will deliver clear, consistent, compelling message to the intended audience
Media mix
the combination of the media used and the frequency of advertising in each medium
Media buy
actual purchase of airtime or print pages
Mass media
channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, radio, TV
Niche media
channels that are focused and generally used to reach narrow segments with unique demographics, interests, or characteristics
Advertising schedule
specification of the timing and duration of advertising
Continuous advertising schedule
runs steadily throughout the year, therefore is suited to products and services that are consumed continuously at relatively steady rates and require steady level of persuasive or reminder advertising
Flighting advertising schedule
implemented in spurts, with periods of heavy advertising followed by periods of no advertising
Pulsing advertising schedule
combines continuous and flighting by maintaining a base level of advertising but increasing intensity during certain periods
Pretesting
assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do
Tracking
includes monitoring ket indications, such as daily or weekly sales volume, while the advertisement is running to shed light on ant problems with the message or medium
Posttesing
evaluation of an IMCs campaign impact after it has been implemented
Lift
additional sales caused by advertising
Puffery
legal exaggeration of praise, stopping just short of deception, lavished on a product
Caused related marketing
commercial activity in which a businesses and charities form a partnership to market an image, a product, or service for their mutual benefit; a type of promotional campaign
Event sponsorship
popular PR tool; occurs when corporations support various activities, usually in the cultural or sports and entertainment sectors
Sales promotions
special incentives that encourage purchase
Is word-of-mouth marketing a type of advertising?
No...
- Advertising is not free
- Carried by a medium (technology, social media, etc.)
- Source of message must be known
- Persuasive
What are the steps when planning an ad campaign?
Identify Target Audience

Set Advertising Objectives

Determine the Advertising Budget

Convey the Message

Evaluate and Select Media
What is entailed in identifying the target audience? What question is a marketer trying to answer in this step? Why is identifying the target audience important?
Tone of message

Target market, may or may not be same as current target market

Media selection

Question: Who am I trying to reach out to? Important for focus on campaign
Advertising objectives are derived from what? How is the product life cycle relevant to these objectives?
Derived from: advertising plan
What are the overall objectives of advertisements?
Overall objective of ads
- Inform: the product exists
- Persuade: the product is better than others in the market, rebranding to gain new establishment in market
- Remind: prompting repurchase

Example: Coke and Pepsi sponsorship
2010 Pepsi Refresh Project (failure) geared towards millennials
Pulled super bowl and general advertising, used social media advertising
Formed a website with the goal of doing things involving community and things "millennials care about"
2 Strategies of Ads...
1. Pull: focus on consumer in order to generate the demand
Demand from customer triggers manufacturing, etc.
Example: pull strategy when Viagra is created, you go to doctors, and demand prescription

2. Push: manufacturers pushing their product through the supply chain
Incentives, etc.
Focus of advertisements
- Product focused
Example: Apple selling iphones
Institutional - company who wants to sell a better image

- Institutional advertisements: type of advertisement that informs persuade, or remind consumers about issues related to places, politics, or industry
Example: "Got Milk" affiliates celebrities with milk consumption

- Public service advertising (PSAs)
-- Certain amount of free airtime for PSAs
-- Social marketing
Example
Exxonmobil selling more than just gas, innovating, more green technology
What must firms consider when setting an advertising budget?
1. Role - what role is advertising playing in overall communications mix
- Advertising is typically more expensive role

2. Product life cycle

3. Nature of the market and product
- Small or large market launch affects advertising budget
What is the purpose of the message in advertising? What is the purpose of the unique selling proposition (USP)?
Purpose of message in advertising: provides target audience with reasons to respond in the desired way
- Communicate its problem solving ability clearly

USP: differentiates the product, communicates unique attributes
What types of appeals do marketers use to portray their products/services? How do marketers assess which type of appeal to use?
Appeal: Tone of the message
Ads can be either or both

Informational appeals: rational cognitive brain, facts
Example: Sexy Green Car show advertises ways consumers can act environmentally when it comes to car

Emotional appeals: feel positive when using product
Example: Publix commercial, new couple moving into new home, old neighbors share food bringing them together
What is entailed in selecting and evaluating media? Which element is generally the largest expense in the advertising budget?
Media planning: Powerful because have huge budget and ability

Media mix: frequency of ads

Media buy: Mass media - more eyeballs, one ad
Niche media - less eyeballs, more specific, multiple ads

Determining ad schedule:
- Continuous: consistency, same amount of time
- Flighting: periods of advertising, then periods of not, on and off
- Pulsing: constantly having advertising, increases at certain times of the year
What are the three types of advertising schedules?
- Continuous: consistency, same amount of time

- Flighting: periods of advertising, then periods of not, on and off

- Pulsing: constantly having advertising, increases at certain times of the year
What is entailed in the process of creating advertisements? The execution style and medium utilized are related in what way? What is important to keep in mind in terms of creativity?
Message translation...

Medium: encoding based on which communication channels you have chosen (i.e. can't do the same on a radio ad as you can a TV ad)

Creativity: must be creative and also win objectives
- words, pictures, colors, music

Objectives: target segments, products value proposition, and how ad will coordinate with other IMCs
What is entailed in assessing an advertisement's impact?
Pretesting

Tracking

Posttesting
What is the FCC and how does it relate to advertising?
Group regulates interstate or international communications
Broadcast, radio, cable, satellite
Enforces restriction on broadcasting materials
What is the FTC and how does it relate to advertising?
Federal Trade Commission: enforces consumer protection laws
- Deceptive and unfair advertising
- Labels
- Truth in advertising
Puffery
Reminder that where you are in the world makes things different

Legal side of over exaggeration and praise for products, based on opinion not fact

Example: Papa John's "better ingredients better pizza" - Domino's took them to court