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Ch. 13, Pt. 2, Intro to Advertising
Terms in this set (100)
As younger consumers turn to search and online directories like Yelp to seek information
Fewer and fewer are using the Yellow Pages editions.
The opportunity for Yellow Pages does still exist, but
This opportunity seems to like with the baby boomers segment, who have grown up with the Yellow Pages and remain heavy users today.
While the boomer market is an attractive an lucrative one, neertheless, the longer-range forecast for the Yellow Pages, particularly the print edition
Is not promising.
Yellow Pages is often referred to as a Directional Medium because
The ads do not create awareness or demand for products or services; rather once consumers have decided to buy, the Yellow Pages point them in the direction where their purchases can be made.
The use of movie theaters to promote products and/or services include commercials
Shown before the film and previews, with both local and national sponsorships and are now regularly shown in movie theaters.
Ads in theater lobbies, at kiosks, and on popcorn tub and drink
Are also commonly used in the move theatre.
Advantages of Movie Theaters
Exposure, Emotional Attachment, Cost, Attention, Clutter, Proximity, Segmentation, Quality, integration
Exposure (Advantages of Movie Theaters)
Moviegoers say they become this to cinema and brands, more than the ads on the broadcasts of the super bowl, summer olympics, world series, or the oscars.
One neuromarketing research study showed movie-ad viewers to be
Much more engaging than those watching TV spots.
Cost (Advantages of Movie Theaters)
This varies from one setting to the next, however, it is low in terms of both absolute and relative costs per exposure.
Attention (Advantages of Movie Theaters)
Movie watchers pay attention to the ads shown in theaters.
Research indicates that cinema ads reach many consumers who say
they are usually ad avoiders, and they are much more likely to see an ad in a movie than any other medium, getting attention for the advertiser.
Clutter (Advantages of Movie Theaters)
Lack of this is another advantage of movie theater ads, as most theaters limit the number of ads.
Proximity (Advantages of Movie Theaters)
Since many theaters are located in or adjacent to shopping malls, potential customers are "right next door"
Segmentation (Advantages of Movie Theaters)
The ability to target specific demographic segments.
The profile of the moviegoer is above-average in
Education and affluence.
The movie titles and ratings enable advertisers
To reach specific groups.
Quality (Advantages of Movie Theaters)
The high-quality production including sight and sound allow more creative attention getting ads.
Integration (Advantages of Movie Theaters)
Those who download movies online are actually more likely to attend a movie than is the typical adult.
Disadvantages of Movie Theaters
Irritation (Disadvantages of Movie Theaters)
Many people do not wish to see advertising in these media.
A number of studies suggest that movie theater ads may create
A high degree of annoyance, if true, the dissatisfaction may carry over to the product itself, to the movies, or to the theaters.
Cost (Disadvantages of Movie Theaters) While the cost of advertising in local theaters has been cited as an advantage because of low rates charged,
Ads exposed nationally are often as much as 20 percent higher than an equal exposure on television.
CPMs in movie theater advertising tend to be
Higher than in other media.
A form of advertising that blends marketing and entertainment through television, film, music talent, and technology
Goal of branded entertainment is to
Use entertainment media to gain consumers' attention and exposure to products and/or brands.
It is extremely difficult to place a dollar amount on branded entertainment, but
There is no doubt that its use continues to increase yearly.
At one end of the spectrum is product placement which is
Only a visual or verbal passive placement of the brand with no integration into the program, movie and so on.
At one end of the spectrum is branded entertainment in which
The brand is woven into the story at a much higher level of integration.
The effectiveness of the strategy chosen (placement vs. branded entertainment) will be impacted by
The media used, the brand characteristics, consumer attitudes toward brand placements, and other factors including regulations.
Much of the logic behind product placement is that
Since the placement is embedded in the script or program setting, it cannot be avoided, thereby increasing exposure.
Given the lack of intrusiveness of a product placement, consumers
May not have the same negative reactions to it as they may have to a commercial.
Research has demonstrated that association with a program or movie-or particularly with a celebrity-
May enhance the image o the product and, in some instances, laed to increased engagement and sales.
Given the intense growth in the number of product placements, some marketers
Are concerned that placements may be becoming too common.
It is rare to watch a movie or TV show without being exposed
To one or more placements.
Given the obvious attempt to gain exposure in many of these, placements may be becoming
More obvious; consumers may perceive them more like ads and, as a result, they may have less impact on the viewer.
Placements are appearing in media and situations never before imagined including
Music videos, video games, and books.
In product integration
The product is woven throughout the program or becomes the program itself.
Like product placements, product integrations are on the increase as the networks
Continue to search for new program content, and the proliferation of cable media channels affords marketers with numerous integration opportunities.
The creation of video and/or music content by an advertiser in an attempt to entertain viewers while advertising their products.
Example of Advertainment
Red Bull sponsored Stratos Space jump
Developed online games designed to promote their products through electronic games.
Advergames are designed to advertise
Products, brands, or organizations across social media, company websites, and mobile apps.
Advergames may be deceptive because those who played the games
Were not aware it was an advertisement.
Rather than developing their own content, some advertisers agree to sponsor
Specific programs, receiving product placements, integration, and promotions in return.
Ad-supported video on demand (VOD)
Specialized content programs offered through cable TV networks that are developed by advertisers and provided to the cable operators for free
Running Ad-supported Video On Demand (VOD) in conjunction with regular TV advertising could result in
Higher ad recall, purchase intent, and likelihood of talking about the brand with family and friends, as well as searching for the brand online and visiting the brand's website than TV ads alone.
Advantages of Branded Entertainment
Exposure, Frequency, Support for Other Media, Source Association, Cost, Recall, Bypassing Regulations, Acceptance and Targeting
Exposure (Advantages of Branded Entertainment)
A large number of people see movies each year and most moviegoers are very attentive audiene members.
When the exposure of movies is combined with the home video market and network and cable TV, the potential exposure for a product placed in a move and on TV
Is enormous and this form of exposure is not subject to zaping at least not in the theater.
High exposure numbers from branded entertainment are also offered for TV placements, based on
The ratings and the possibility to direct the ad to a defined target market.
Frequency (Advantages of Branded Entertainment)
Depending on how the product is used in the movie (or program) there may be ample opportunity for repeated exposures.
Support for Other Media (Advantages of Branded Entertainment)
Branded entertainment supports other promotional tools.
A trend in branded entertainment is to have the client that is placing the product cross-promote the product and
Movie tie-in in multiple media venues.
The tie-ins with branded entertainment reinforce and reinforced by
Ads and commercials.
It is now very common for advertisers to tie in
Source Association (Advantages of Branded Entertainment)
When consumers see their favorite TV celebrities or movie stars using certain brands, the association may lead to a favorable product image or even to sales.
Cost (Advantages of Branded Entertainment)
While the cost of branded entertainment may range from free samples to hundreds of thousands of dollars, the latter is extreme.
The CPM for branded entertainment can be
Very low owing to the high volume of exposures t generates.
Recall (Advantages of Branded Entertainment)
Results ranged, but most show recall for branded entertainment is higher than for TV commercials.
Bypassing Regulations (Advantages of Branded Entertainment)
In the US and other countries, some products are not permitted to advertise on television or to specific market segments.
Product placements and integrations have allowed the cigarette and liquor industries
To have their products exposed, circumventing regulations.
Acceptance (Advantages of Branded Entertainment)
Viewers are accepting of product placements and in general evaluate them positively.
Targeting (Advantages of Branded Entertainment)
Content sponsorship and VOD may effectively reach potential customers with a strong interest in the subject matter.
Disadvantages of Branded Media
High Absolute Cost, Time of Exposure, Limited Appeal, Lack of Control, Public Reaction, Competition, Negative Placements, Clutter
High Absolute Cost (Disadvantages of Branded Media)
While the CPM may be very low for various forms of branded entertainment, the absolute costs may very high, pricing some advertisers out of the market.
The increased demand branded entertainment has, coupled with the rising emphasis by studios on cross-promotions
Drives up costs considerably.
Time of Exposure (Disadvantages of Branded Media)
The way some products are exposed to the audience has an impact, but there is no guarantee viewers will notice the product.
Some product placements are more conspicuous
When the product is not featured prominently, the advertiser
Runs the risk of not being seen.
Limited Appeal (Disadvantages of Branded Media)
The appeal that can be made in some of these forms is limited. There is no potential for discussing product benefits or providing deatailed information.
With branded entertainment, appeals are limited to
Source association, use, and enjoyment.
The endorsement of the product in branded entertainment is indirect, and
The flexibility for product demonstration is subject to its use in the medium.
Lack of Control (Disadvantages of Branded Media)
In many movies, the advertiser has no say over when and how often the product will be shown.
Public Reaction (Disadvantages of Branded Media)
Many TV viewers and moviegoers are incensed at the idea of placing ads in programs or movies. They want to maintain a barrier between program content and commercials.
If the placement is too intrusive, TV and movie goers may develop
Negative attitudes towards brand.
The increased use of placements and integrations has led many consumers to be
Annoyed by what they considered to be crass commercialization.
Competition (Disadvantages of Branded Media)
The appeal of branded entertainment has led to increased competition to get one's product placed or integrated, increasing demand and costs.
The number of product placements seems to be
Negative Placements (Disadvantages of Branded Media)
Some products may appear in movie scenes that are disliked by the audience or create a less than favorable mood or reflect poorly on the brand.
Clutter (Disadvantages of Branded Media)
The rapid growth of branded entertainment tie-ins has led to an overwhelming number of placements and integrations.
Like other forms of advertising, too many placements and integrations will
Eventually lead to clutter and losss of effectiveness.
Measurement in Branded Entertainment Includes
Nielsen Media Reach, Brandchannel Product Placement Watch, Rentrak
Nielsen Media Reach (Measurement in Branded Entertainment)
The TV ratings company currently tracks product placements on network television.
Brandchannel Product Placement Watch (Measurement in Branded Entertainment)
While not specifically a measurement company, it provides up-to-date information as to what is currently going on in the branded entertainment industry including the annual Brandcameo Product Placement Awards
The branded entertainment measurement service and product integration valuation company iTVX have combined efforts to measure Results-Oriented-Integration.
Which values the quality of each hundredth of a second of an integration and then translates them into Product Placement/Commercial Cost Ratio to value the integration by comparing it to the value of the commercial and is done with Rentrak.
Guerilla Marketers have benefited by
Technology in that they can be even more creative, as well as the fact that cell phones now have cameras, and through social media viewers can send pictures to others instantly.
Guerilla Marketing stunts often go viral, but
They are often very expensive to produce, risky, and sometimes even dangerous.
Miscellaneous Other Media Includes
Parking Lot Ads, Gas Station Pump Ads, and Place-Based Media
Parking Lot Ads
From signs on cart docks to painting the walls of indoor parking garages, more companies are finding this medium attractive-particularly for point-of-purchase items.
Gas Station Pump Ads
Screens appearing on gas pumps now reach you while you are pumping gas. What else do you have to do?
The idea of brining the advertising medium to the consumers wherever they may be underlies the strategy.
Examples of Place-Based Media
TV monitors and magazine racks have appeared in classrooms, doctors' offices, and health clubs, among a variety of other locations.
Place-Based media have become a profitable venture and an attractive alternative for media buyers. Many advertisers, particularly pharmaceutical companies
Have found place-based media an effective way to reach their markets.
Advantages of alternative Media
Awareness, Cost-Effectiveness, Targeting
Disadvantages of Alternative Media
Disadvantages of Alternative Media (different order)
Cost-Efficiencies, Awareness and Attention, Targeting
Advantages of Alternative Media (different order)
THIS SET IS OFTEN IN FOLDERS WITH...
Ch. 13/14, Pt. 3/1, Intro to Marketing
Ch. 13, Pt. 1, Intro to Advertising
Ch 14/7, Pt. 2/1, Intro to Advertising
Ch. 7, Definitions, Intro to Marketing
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