Advertising Management Midterm
pay per click
(PPC) model of internet marketing in which advertisers pay a fee each time on of their ads is clicked. It is a way of buying visits to your site, rather than attempting to "earn" those visits organically - Search engine advertising is one of the most popular forms of PPC. It allows advertisers to bid for an ad placement in a search engine's sponsored linked when someone searches on a keyword that is related to their business offering - Every time the ad is clicked, sending a visitor to the website, the company pays the search engine a small feel o To be worthwhile, the fee is trivial because the visit should be worth more than what is paid for it. Ex) pay $3 for a click, but click results in $300 sale - can have 10 clicks from the same person, looks like you are getting a lot but aren't really
universal product code
(UPC) a unique 12-digit barcode/numbers printed on everything sold in supermarkets or retail stores, for automatic checking-out at the cashier counter. - UPC identifies the item, provides real time information on quantity sold, store traffic pattern, inventory and ordering information - Identifies product and vendor that sells the product - to manage inventory
word of mouth
(WOM) marketing involves customers communicating with others about satisfaction with a business. Occurs in person or online. - oral or written recommendation by a satisfied customer to the prospective customers of a good or service. It is considered to be the most effective form of promotion/advertising because a person puts their reputation on the line every time they make a recommendation and that person has nothing to gain but the appreciation of those listening - Each happy customer can steer dozens of new ones your way. But a negative WOM can negatively impact your company greatly
portals
- Used to describe a website that offers a gateway to information available at other websites - allows you to go to more info - takes you out of site into another and can go back - With regard to advertising online, its is a place where consumers can come to find what they need at various other locations online. The owner of an advertising portal makes money when consumers visit other websites, so it is important to make the portal effective - Ex) search engines like Google, Yahoo, etc. - It is a website serving as a guide or point of entry to the World Wide Web and usually includes a search engine or collection of links to other sites arranged by topic - Portals can be of general interest like Yahoo, which offers a variety of content on various topics like local news, world news, entertainment, sports, games, cars, technology, etc. or subject specific portals like Moneycontrol.com, which focuses on stock markets and financial news - Advertising in portals is usually done in 2 different methods: 1. Content distribution network Ex) Google AdSense will display your banner ads through its various websites and portals affiliated with it. It will match your content and the target segment 2. Direct portal - Manage ad spaces on their own. Some offer ad spaces directly to companies who would like to advertise in their portals. - Depending on the portal, the ads can be managed through a pay-per-click (PPC) or cost per thousand impressions
endorsed branding
- a type of brand architecture strategy consisting of the creation of sub-brands with their own identity for certain business units under a parent brand, which are grouped together adding prestige and credibility Ex) Marriott - some brand extensions feature the parent name and others do not. This provides flexibility in naming and brand building, but some consumers may be unaware of the master brand and companies that carry a different name o Marriot Rewards, Fairfield Inn & Suites Marriot, Courtyard Marriot, JW Marriot, Sheraton, Westin Hotels & Resorts 1) subbrands under major brand 2) endorsed strategy where celebrity endorses product
neilson rating
- an audience measurement system operated by Nielson Media Research that seeks to determine the audience size and composition of television programming the US using a rating system - used to make you keep a log of what watching, now give you a cable box that keeps track of what watching, when, how long, etc. - to know what shows are worth it or not - Goes by percentage o Ex) Nielson rating of 15 means that 15% of the public participating the ratings service watched the tv show - Tv shows, news broadcasts, etc. use Neilson ratings to see how popular a program is - When someone signs up to take part with Nielsen, they include information about their age, gender, race, college education, income, etc. that can help advertisers - Advertisers want their ads to appear in front of more individuals and in front of their key demographics o Nielson ratings provide this insight and help determine the cost of programming. It can also spot trends and whether a tv show has an audience or not
marketing mix
- set of marketing tools organizations use to pursue its marketing objective in the target market. Also is the different kinds of choices organizations have to make in the whole process of bringing a product or service to the market - Use the 4Ps to define the marketing mix: product, price, place, promotion (sometimes people)
1) Determine Selling Focus (How going to sell product/brand? Goes back to the message, ex: determine if classy, fun, if it's a need or want) 2) Brand Equity (How going to measure the value of the brand? ex: is it a power brand, are you going to send out a blast message or change the overall message?) 3) Message Positioning (Are we the best for the money? Best value? Bang for buck) 4. Finance (What is it going to cost?) 5) Where are we going to put the message/advertising?
5 elements for strategic success
1) Graphic image/picture/colors 2) Body copy (writing) 3) Headline (title of ad) 4) Call to action (phone number, address, website, hashtag) 5) Logo/tagline
5 main components of a print ad
1) Wants/needs (food, clothing, shelter) 2) Brand recognition (like the brand) 3) Solve/fix a problem (ex: stain on a shirt) 4) Like the advertisements 5) Curiosity (ex: shamwow, chia pet)
5 reasons why consumers buy things
1) Keep Current Customers (easiest and cheapest way. ex: excellent customer service, offer specials) 2) Get Current Customers to Buy More(ex: Loyalty Programs, BOGO, Coupons, Buy One get one ½ off) 3) Find New Users (ex: events, samples, advertising) 4) Find New Use for the Product (ex: OJ mixed with alcohol) 5) Introduce New Products
5 ways companies can increase sales
who, product, motivates, look, life, behave
6 questions to ask consumers/consumer analysis: 1) ____________ are the consumers? 2) How do they use the ___________? 3) What ______________ them to buy? 4) What do they ____________ for in a product? What do they expect? 5) How do they look at __________? 6) How do they ______________ in the marketplace?
1) generic strategy 2) preemptive claim 3) unique selling proposition 4) brand image strategy 5) product positioning 6) resonance approach 7) affective strategy
7 different strategies 1) ______________ _______________ - makes no competitive or superiority claims, is best used for products or brands that dominate a category/market leader. Ex) Campbell's "soup is good food" realizes that if it can get people to eat more soup, the brand will reap most of the sales. a. Just put it out there 2) ________________ _______________ - predicts or upstages the competition by advertising a point of difference for the brand. Be the first to lay claim to the key benefit or salient attribute Ex) POM was first to claim super power of antioxidants in pomegranate juice a. "hey we're different and here's how" 3) ______________ _______________ ________________ (USP) - used when a distinct competitive advantage exists, like a differentiating factor for your brand that no one else can claim Ex) M&Ms "melts in your mouth, not your hands" 4) ________________ ________________ ________________ - relies on factors not inherent to a brand because specific product attributes are relatively meaningless. Use psychological or emotional appeals to build, reinforce, or change the target audience's attitude towards the brand ex) used in fashion, accessory, and perfume industries a. Quality, price, affordability, convenience, ROI 5) ________________ ________________ - calls for carving out a niche for your brand in consumers' minds relative to the competition. Differentiates brand from competition and is helpful for new brands or those wishing to gain on the competitive leaders in market share Ex) Starbucks positions itself as a premium coffee. Pepsi = choice of new generation. Subway = way to eat fresh a. What's your niche, where positioning campaign 6) ________________ ________________ - relies on fond or positive memories or feelings the target audience associates with the brand. Ex) McCormick, Coca-Cola, Hallmark a. Emotion b. Ex) Toms - appeal to peoples care for other 7) ________________ _______________ - seeks to form an emotional attachment between the brand and consumers. Useful for brands that differentiate little from the marketplace or for brands whose success depends on the emotional attachment of consumers a. Ex) FUBU "For Us By Us" - expression of black empowerment b. Ex) Fischer Price - gets you to be nostalgia about your childhood
awareness/attention, interest, desire, action
Branding continuum / AIDA (attention, interest, desire, action) o Think of branding as the end result o 1-------2-----------3----------4-----------5----------6 1. ___________ "I know you exist" 2. "I know your story" - knowledge 3. _____________ - "I like your story" 4. ______________ to try (by buying it) 5. Satisfaction - like what you bought, feel like made good decision buying it 6. Brand Loyalty and repurchase (______________) o Our job is to figure out where the company we are researching is on this line. We are trying to help them build their brand. Ex) if introducing a new product for a well-known brand, you are probably in the company where people like your story but you have to go back and bring awareness about the new product and go through this line o You can think of this line as a bar scene/dating
features, advantages, benefits
FAB: 1) _______________ that make a product worth owning?Ex) iPhone has face recognition; Car companies tend to focus on features 2) What is the _______________ to owning it? Ex) it's cool to have Apple's latest phone 3) What are the _______________ to owning it? Ex) safety, no one can get in your phone
1) FAB 2) personality 3) essence
How to differentiate product/brand from competitors: packaging, quality, variety, post-modern advertising, value 1) ______________ ex) face recognition, cool to have latest phone, safety 2) brand _____________________ Ex) Samsung used Taylor Swift to make their personality 3) ______________ of brand = personality of the brand Ex) Walmart - we have everything you want and you won't find it cheaper Ex) Loyola's brand - men and women for others, personality - near city but not in the city, Jesuit
political situation, economic, social, technologic
PEST Analysis - before SWOT, part of Situational Analysis ______________ _________________ ex) Chick-fil-A does not like gays so they lose customers (maybe have to correct a political) __________________ - good, recession __________________- events ex) Rally in the Alley. Or acceptable to participate in this ex) buy to support a cause ____________________ ex) new iPhone has better camera
demonstrate, advertisement, personality, consumer, humor, sex, united
Rules of Modern Advertising: 1. Don't say it, _____________ it - show what the product can do 2. Don't look or sound like an ________________ - want it to be entertaining 3. Treat brands like they are people, give them a ________________ 4. Always involve the _________________ 5. ____________ is useful, but not just for the sake of being funny 6. _________ sells, but don't overdo it 7. Make ads have a _____________ feel or look - can do with a celebrity, colors, etc.
strengths, weaknesses, opportunities threats
SWOT analysis, ends the situational analysis - SWOT Analysis is a strategic planning technique used to help organizations develop a full awareness of strengths, weaknesses, opportunities, and threats related to business competition or project planning - Purpose: to help organizations develop a full awareness of all the factors involved in making a business decision - SWOT Analysis is after the situational analysis o Usually do threats and opportunities first o Can classify each based on seriousness and probability will occur or based on strong, medium, or marginal o Emphasis on the company itself o Threats are sometimes beyond the company's control ex) economic situation, weather/storms o Ex) maybe don't appeal to women, maybe should think about selling to children, maybe need a better website
in sight, insights
See what is ______ ___________ (can see with data) and make ____________ (inferences, SWOT, etc.)
mass marketing
____________ _____________________ - put a message out to a vast amount of people hoping they will act on it o Used to be mass marketing of a specific skill ex) tailor, candlemaker, dentist, make a hat, etc. but then transportation starts and start selling stuff to different places. Then radio starts and brands come into play. o Now mass marketing is putting out the message everywhere - billboards, emails, social media, commercials on tv, radio, newspaper, etc.
brand equity
______________ _____________ - value of brand beyond the product and beyond FAB (features, advantages, benefits) - What the brand does for you. Ex) makes you feel hip, cool, smart, etc.
niche marketing
______________ ______________________ - vast selection in a limited product category o small section of the overall market o ex: Victoria Secret has every kind of sexy underwear apparel but also expanded their niche a little bit to the younger generation (Pink) (focus on quality) o ex: Toys R Us does mainly toys (focus on price) vast selection in a limited product category - small section of the overall market (advertisers to a select target market) - ex: Victoria Secret has every kind of sexy underwear apparel but also expanded their niche a little bit to the younger generation (Pink) (focus on quality) - ex: Toys R Us does mainly toys (focus on price) - Or micromarketing or concentrated marketing - assumes that a firm will achieve more success targeting a smaller segment in the overall market than by competing directly against the market-share leader - Niche marketer runs a risk by conceding the largest segment of the market to another, usually larger company - The market share leader that has built up brand equity over a broader base may decide to confront the niche marketer head-on with a new product. - The leader would be trading on its brand equity to acquire market share from the smaller market while maintaining the same market share in the larger segments - It's more than merely segmenting the market. Offers only products within a narrow range, but within that range they offer a fairly deep selection. Sometimes they compete with a broadly based company like a department store, on the basis of quality, or on the basis of price
positioning
_______________ - how you want someone on the street to perceive your brand
Creative Brief
_______________ ______________ - Document that shows you have a strategy to guide what your advertising will look like, where it will be places, how PR will support it, how social media will show. - what you give to creative people/team to guide their work - Synopsis of where company is at and where want to take advertising from there Answers 5Ws and H: - Who are we talking to? Who is the target? Demographically, geographically, psychographically - Where are we going to put the message so they see it? - What is the message? - When are we going to launch this product? Ex) bathing suit - when is important o The highest sales quarter is the 4th quarter (Oct-Dec), next is back to school time (Aug-Sept), then spring (March-May) - Why should the consumer care? - How you present your idea? What is it going to look like? Colorful graphics, humor, PR, social media, etc.
creative strategy, creative work/execution
_______________ ________________ - Puts brief into words Ex) in order to reach millennials, we are going to do... - Brief gives direction to the strategy - Comes from the marketing strategy and fits what you want the creative people to do leads to ______________ ____________/_______________ - what execute to bring campaign alive
goal, objective
________________ - Long-term, every company's this is to make money and increase sales, another this can be to make the brand known _________________ - Short-term, leads to achieving goals, should be measurable o In order to achieve the goal of making the brand known, some objectives can be to increase consumer awareness, increase attendance, increase media coverage, increase social media impressions
privco
________________ - this research source offers company profiles and business models for private companies
mergent
________________ - this research source summarizes "general information" providing company and industry profiles re: competition, trends, etc. along with some limited financial info. merged with Hoovers
trend analysis
________________ ________________ - could be an important trend to mention in situational analysis. What's happening in a certain time frame. Ex) Ugg trend - style people went with. Trend towards buying certain products to show that you are vegan. Trend towards gluten free stuff. Trend towards fitness in young people (personal trainers, microgyms, etc.). trend to support local food. o Sometimes trends can be advantages or problems
annual report
________________ ________________ - this research source provides information that a company prepares itself that contains financial performance details, along with insights regarding the company's culture and personality
business insights global
_________________ ________________ ___________________ - this research source provides company histories, company and industry profiles using SIC & NAICS government issued codes, assigned to identify industry segments. uses gov. codes for national, regional, international companies and for competitors to look at industry
business source complete
__________________ ______________________ ___________________ - this research source references one to information re: magazine articles providing company profiles and trends in Vertical/Trade publications, targeted to certain industries, professions, business categories, etc.
post modern advertising
__________________-_______________ ____________________ is defined by an unconventional approach to creativity that challenges the rationality of traditional advertising - unconventional advertising, using humor or tying in a song that's different, or using a different approach (such as being sarcastic). Using an abnormal approach to get your creativity out (not necessarily to get the message)
personalized mass marketing
___________________ ___________ _______________________ - goes out to everyone but based on what clicked on Ex) we hope you enjoyed this harry potter book you just bought, here are similar products that you may like. Address you with your first name
product placement
___________________ ______________________ is a way of advertising by paying to have products or brands shown in television shoes, movies, videos, etc.
Psychographics
___________________ information helps identify and segment consumer targets based on how consumers think and act, their buying habits, customs and cultural choices, etc.
geographics
____________________ information helps identify and segment consumer targets based on locational issues where they live
permission marketign
_____________________ __________________- asking consumers if it is okay if you send them marketing - marketing technique that allows consumers to receive marketing and other promotional offers upon their consent rather than being pushed to them. It is when a company asks consumers if it is okay if it sends marketing messages
guerrilla marketing
_____________________ ____________________ - a creative content marketing strategy that emphasizes doing something different or new and prides itself on being unconventional. It is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results Ex) ad projected on a side of a building; big sandwich sticking out of a window saying prices are crashing; giving away samples in front of a store where your product is sold; contests; viral videos; etc.
demographics
_________________________ information helps identify and segment consumer targets based on a range of variables like: race, religion, ethnicity, gender, income, sexual orientation, et. al
brand audit
a careful look to evaluate a brand's personality, positioning, and overall equity in the marketplace is called a _______________ _______________] - examination of brand, how people think of it, know where the brand is on the continuum Ex) P&G owns Tide, but everyone just calls it Tide Brand audit leads to --> brand equity
media commission
a fixed percentage of the dollars a client spends on advertising. What the client pays the advertising agency for their time and efforts spent selecting and supervising production work done by another company (printing, photography, commercial recording, filming, editing, etc. the amount charged the client is usually 17.65% of the gross production cost - When an agency places an ad on tv, the station pays a commission, say 15% and included in the bill from the agency. When you pay the agency, they remit most to the medium and keep the remaining as commission. o Ex) station charges 1,000 so that's what you are billed. When you pay the agency, they take $850 for the advertising your product and the rest is their commission - what agencies are paid: fees, commission, or combos of both or inventive
photography
a frenchman invented an perfected _______________________, which helped launch the era of magazines furthering the effectiveness of advertising
cost per point
a measure of cost efficiency which enables you to compare the cost of this advertisement to other advertisements. CPP is calculated as Media Cost divided by Gross Rating Points (CPP) - to compare online to magazine to tv, etc.
double truck ads
a pair of facing pages, in a newspaper or magazine, with content that stretches over both pages. 2 page editorial or advertising layout made up as a single unit. - Booklet-like format - Content occupying a center spread over two pages. Huge advertisement spread across two pages facing each other. - Often used to announce new campaigns, new promotional offers, in depth analysis - Advertisers are charged a premium price for this type of advertising - expensive but effective bc have to pay attention when turn teh page
AIDA (attention, interest, desire, action)
a popular sales training tool. These 4 steps are to be taken in sequence in the selling process to achieve brand awareness. - *key elements of effective advertising - The salesperson must: 1) make the prospect aware of the product "I know it exists" 2) foster any interest shown "I know your story" 3) stimulate the desire to buy and possess the product "I like your story" 4) encourage action to purchase "I desire to try/buy" - The last two are satisfaction of product/brand and the result is brand loyalty and repurchase of product
storyboard
a series of visual frames and the script of key audio used to represent a proposed commercial. Among the most common stages of unfinished television commercials used in tests
vertical publication
a type of publication where the content is focused on interests of a specific industry, such as business or trade. Also called trade publications - Ex) Retail Banking Today
taglines
add continuity to a campaign's advertising. Slogan or tagline may be used for a single campaign or endure for many years. Ex) Geico can save you 15% or more on car insurance
advertorial
ads in magazines and newspapers that take on the appearance of genuine editorial content - an advertisement in the form of editorial content/a form of advertising in a newspaper, magazine, or website which involves giving information about the product in the form of an article, where the brand is usually the publisher for the article. - ad that looks like a story but its paid to be there - pay for ad in magazines ex) Jansen buys pages in Sports Illustrated that look like articles, but they are paid to be there - Blend of the words "advertisement" and "editorial" - Advertorials are paid content - They are used by marketers to educate prospective consumers about the features of a product. It can be used to target a specific set of people by choosing the right medium to publish the advertorial ex) advertorial in business newspaper involves education people who are more interest about the economy, markets, or financial products - It helps a company connect with consumers through a story, unlike a traditional print ad in a magazine - More detailed than an advertisement and helps consumers understand more about the product. Written by an ad agency or the client itself. They purchase the ad space on the website, newspaper, or magazine - Usually the word "advertisement" is printed in small letters at the top or bottom of the advertorial or they may be pushed in special sections of the magazine
co-op advertising
advertisements by retailers/business/brand who make an agreement with the manufacturer of a product that they sell and runs ads with that product in it. - Ex) Coca-Cola being featured in a McDonald's advertisement - ex 2) UA and Nike in Dick's ad, Dick's pays cost of it - Share advertising costs and create brand name awareness - Another form of cooperative advertising is sponsored by shopping districts or centers, which feature an advertisement from each retailer in the shopping center. Promotions are fond in local newspapers for back to school specials, fourth of July, etc. - The partnership can vary in scale from small name mentions to full ads with their product taking center stage
plansbook
agencies leave a document behind for potential clients to review their research, strategies and plans, called a ____________________ - After a client pitch, the agency leaves behind this - which is the printed version of their pitch and explains everything that they know about the company (their research) and their solution (strategies and plans) to the client's problem - the IMC results from the research, and leads to advertising creative, media and PR strategies along with sample executions that are usually presented to the client in a formal, full-color printed document o RFP --> Situational Analysis --> Marketing/Communications Strategy-->Creative Brief --> Creative Strategy -->Executions --> Media Strategy --> Social Media Strategy --> PR Plan
media/imc flowchart
also a campaign schedule. Shows key decision makers the scope of your plan, including all of your consumer touchpoints and when they take place throughout the campaign. - shows where money is being spent - Each tactic appears as a line item, along with its related timing and cost - Total all rows individually to get a figure for each tactic - Then total each column, to compute the expenditure by month and/or quarter
advertising campaign
an _____________________ ____________________ is a series of connected advertisements, and the activities that help produce them, which are all designed to achieve interrelated goals - All of the ads have a common theme, look, feel, and message o Ex: Geico can save you 15% or more on car insurance is the same message throughout all of their ads. They have different ads such as ones with the cavemen, gecko, hump day camel, 3 little pigs, etc. to appeal to different market segments but still promote the same message.
cost per thousand impressions
another measure of cost efficiency which enables you to compare the cost of this ad to other advertisements. Calculated as Media Cost divided by Impressions divided by 1,000. (Cost Per Mille) (CPMs) - want a low CPM
internet "buttons"
any graphical control element that provides the user a simple way to trigger an event, like searching for a query at a search engine or to interact with dialog boxes, like confirming an action ex) "buy now", "add to cart" "download" "search" - does not go to a new site
out of home advertising
any visual advertising media that reaches the consumers while they are outside their homes - Focused on marketing to consumers when they are "on the go" in public places, in transit, waiting (like at the doctor), or in specific commercial locations (like a retail venue) - Ex) billboards and signs, ads on street furniture like bus shelters or benches, roads, highways, transit (airports, train stations), stadiums, cinemas, etc.
advertising agencies
as a result of these inventions, ____________________ ____________________ opened for business in the mid- to late- 1800s to help companies find customers
guerilla marketing
catches people by surprise ex) flashmob, pop-up shop - not expected but happens right where they live - Breaks through clutter using "smart" placement to show consumers a message in a way that's utterly unexpected - This approach capitalizes on environmental aspects like landscapes, architectural elements, highly trafficked pedestrian and commuter areas, and so forth, transforming what is naturally there into something completely new - Ex) Folger's turning steaming manhole covers into the illusion of inviting cups of coffee on winter street corners - Ex) for Shark week the discovery channel scattered shark-bitten surfboards on popular beaches, allowing them to wash ashore and cause quite a stir - Some is not based on immediate surroundings, but on local culture - Ex) Vodaphone hired pick-pocketers to secretly slip a collateral piece into commuters' bags about buying insurance for devices in Romania where cell phones are stolen ever 2 minutes o Ex) Hard Rock Hotel sent out fashion models to walk down the street in their bathrobes and ask for directions back to the hotel. Created a lot of buzz for the hotel - Unique and powerful way to communicate no matter who the audience or what the message
emerging media
communications based on digital technologies, and increasingly with interactive components - will alter the influence of distance, increase the volume and speed of communications, enable interactive communications and permit the merging of media forms - Examples of emerging media today: live streaming, Instagram stories, bots that listen to us, and augmented and virtual reality
unique selling proposition
creative approach used when a distinct competitive advantage exists; namely, a differentiating factor for your brand that no one else can claim - Ex) M&Ms "melts in your mouth, not your hands" - This strategy is difficult to employ in today's highly competitive environment, which is defined by explosive product and brand proliferation - As you examine what your brand has or can do in relation to the competition, you should be watchful for positive and useful differentiating factors
1) Privco 2) Mergent 3) business insight global 4) business source complete 5) annual report
databases: 1) ________________ - this research source offers company profiles and business models for private companies 2) ________________ - this research source summarizes "general information" providing company and industry profiles re: competition, trends, etc. along with some limited financial info. merged with Hoovers 3) _________________ ________________ ___________________ - this research source provides company histories, company and industry profiles using SIC & NAICS government issued codes, assigned to identify industry segments. uses gov. codes for national, regional, international companies and for competitors to look at industry 4) __________________ ______________________ ___________________ - this research source references one to information re: magazine articles providing company profiles and trends in Vertical/Trade publications, targeted to certain industries, professions, business categories, etc. 5) ________________ ________________ - this research source provides information that a company prepares itself that contains financial performance details, along with insights regarding the company's culture and personality
return on investment
directly measures the amount of return on a particular investment, relative to the investment's costs. (ROI) - What consumers are looking for o Am I getting bang for my buck? Do I get status? Become a member of tribe (ex: Apple)? o Helps company prioritize decisions on who to target, how to reach them, how much to spend. Setting rigorous objectives that provide for accountability is a critical step in any ROI initiative - marketing money spent to reach people and get more than what bought
Integrated Marketing Communications
ensures that all forms of communications and messages are carefully linked together. It is the integration of all the promotional tools, so they work together in harmony. (IMC) - The SWOT Analysis reveals insights that will lead to the articulation of an IMC - All communications must go together ex) how they answer phone, return policy, how they greet you, policies, etc. must go with the vision, mission, and values of the company - Ex) an ad message is supported by PR and social media, which both support the vision, mission, and values of the company - the use of different marketing channels and tools in combination. These channels focus on any way a business communicates a message to its desired market, or the market in general. Tools: advertising, personal selling, direct marketing, sponsorship, promotion, PR - It is targeted interaction with customers and prospects using one or more media - It implements the marketing strategies and tactics, production and creative, handles design, printing, distribution, produces tv/radio, works with external web designers to launch online marketing efforts - Makes it all happen, checking along the way with marketing that they are on target creatively with offer and messages strategies
gross rating points
identical in concept to gross impressions and are another way to talk about exposure. Gross impressions indicate the amount of exposure in a schedule expressed in raw numbers; GRPs are expressed in terms of percentages, although percent signs are not usually shown - *audience delivered to a program/ad - GRPs are a way to talk about the amount of exposure in a plan - Rating point - indicates the percentage of a population that is tuned into a broadcast (or any medium for that matter, depends on the medium measured and the company doing the measuring) Ex) 20 rating in television indicates that 20 percent of the TV households (TVHH) were tuned into the telecast. This means that 20 percent of the approximately 100 million TVHH, or 20 million TVHH, were tuned in - Rating is used as a measure of reach and number of times a commercial appears on a program is used as a measure of frequency - GRPs indicate the magnitude of a media schedule and can be used for various media forms - The amount of exposure a schedule delivers can be described for the population as a whole or for a particular popular segment - Planners use rating points instead of impressions because they are easier to use o Because GRPs are based on percentages and impressions are based on actual head counts, the number of GRPs are usually reported in the hundreds and thousands whereas the numbers for impressions are often stated in millions and billions o The smaller GRP numbers make it easier to compare alternative media schedules
telegraph
in addition to the invention of transportation systems like railroads and the steam engine, what invention allowed fast communication between distant markets throughout the U.S.? the ___________________
radio and television
in the 1900s, these two inventions gave rise to mass marketing throughout the U.S. and eventually across the globe. ___________________ & ___________________
point of purchase
in-store advertising that is meant to catch the attention of shoppers while they're in an establishment. This type of advertising used to be mostly printed, static signage, banners, shelf call-outs, endcap displays, and the like, but recent technologies opened up a wider range of POP advertising opportunities like digital signage, music, short ads to alert shoppers of specials, promoted brands, seasonal items, upcoming store events, or anything else the store wants to share. - ads on-site there to draw your attention while you are there ex) near checkout - dont forget! do you need this?
management by objectives
is a strategic management model that aims to improve the performance of an organization by clearly defining objectives that are agreed to by both management and employees. According to the theory, having a say in goal setting and action plans encourages participation and commitment among employees, as well as aligning objectives across the organization. (MBO) - In MBO terminology, an objective is an effectiveness standard. - In advertising or marketing campaign, all of the strategies and tactics - including creative ideas - are designed to achieve certain results. These results are objectives, although a practitioner may not refer to them as such. - Objective - the desired end of an action - what one expects to accomplish
scarborough rating
market research company that measures shopping patterns, media usage across platforms, lifestyle trends, etc. measures over 100 local markets in the US. - It is part of Neilson - used to understand consumer media trends, consumer shopping habits, customer attitudes, health care behaviors, special customer segments, statistics on a particular business - Gives advertisers the power to expand business, create effective marketing strategies, and achieve business and marketing goals. Understand behaviors of customers so you get a better understanding of the marketplace and competitors so you can develop strategies that highlight your strengths and reach the right clientele
targeted rating points
measures your specific target, number of people you actually want to see your ad. - points = people per money spent - same as GRPs. It's generally a matter of personal preference as to which term to use. ex) achieve 50 GRPs per week against women 18-34. Achieve 50 TRPs per week women 18-34. (same thing)
internet service provider
online provides that tracks user behavior online and then serve ads based on these behaviors (ISP) - This technology goes beyond using anonymous tracking - ISP have a lot more information than just the browsing behavior o They have name, location, age, social security, number, time users login to their machine, when the internet is being used, what sites are visited at what times, what sites provided information before a user made a purchase, etc. o This raises privacy concerns for consumers o Your address on the internet ex) aol, gmail, comcast.
bleeds in printing
printing that goes beyond the edge of where the sheet will be trimmed. Bleed is the area to be trimmed off. The images or elements touch the edge of the page, extend beyond the trim edge and leave no white margin.
company, culture, competition, consumers, products, industry
proper marketing communications research always begins by analyzing the _____________, and spreads out to examine its ________________, its ____________________, the ________________________, its _____________________, and the overall ________________________
product placement
providing products as props for sets and background scenes - Much of this activity is driven by the relationship with prop masters and is handled for marketers by product placement agencies - In exchange for product placement rights companies may pay a production company or studio in cash, goods, or services
imbedded advertising
puts a product in a television show, movie, etc. and makes it part of the story a topic of discussion, like Coke curing a disease. ex) Rachel in Friends works at Ralph Lauren - They are presented in a way that will generate positive feelings towards the advertised brand and are implemented, mentioned, or discussed throughout the program allows the audience to connect to the brand and justifies their purchase decision - Product placement ex) pay to have coca-cola cup to be on American idol. - Imbedded advertising - it becomes part of the story line ex) Seinfield no soup for you, Jennifer Anniston wanted to work for Ralph Lauren
qualitative
research results that help analyze information regarding consumers' feelings and emotions is called _________________ research
quantitative
research results that help analyze information using graphs, charts, adn ttables is called _____________ research
primary
research that is conducted "for the first time" using surveys, focus groups, intercepts, etc. is called ________________________ research
secondary
research you can find that already exists is called ________________ research
account executive
role we are playing throughout the semester - serves as the direct link between the advertising agency and the existing client, managing day-to-day affairs and ensuring customer satisfaction. They also make the pitch. - person in the agency who represents the client's point of view inside the agency and the agency's point of view when meeting with clients - in a "full-service" advertising agency, they are in charge of managing this entire process - representing the client internally and representing the agency in client meetings
narrowcasting
send message out to target using nonbroadcasting involves aiming media messages at specific segments of the public defined by values, preferences, demographics, and/or subscription - It is about precisely delivering the right tailored content to the right people, at the right time, and at the right place - Similar to niche marketing and target marketing - Aiming a message at a small target audience. ex) cable tv bc people pay for it and you can cast your message to a narrow segment by choosing what channel and what show to feature your message after. Opposite of broadcasting.
e-zines
short for electronic magazine. It is modeled after a print magazine. Some e-zines are simply electronic versions of existing print magazines, while others exist only in the digital format - Most are free of charge - E-zines are subscribed to, cater special clients o Ex) cooking, interior design, spirituality, education, sports
thumbnails
sketches used in advertising. They are quick drawings of an idea whose purpose is roughing out an idea of what the final design might look like. It is a chance to experiment or create a prototype of an idea - small frames of what ad will look like (for print ad as storyboard is for online/tv ad) o Costs little time and money o Idea becomes tangible, image created to communicate your idea o Can be with pen, pencil, sketch on paper, on a tablet, etc. o Small and approximate version of an image or brochure layout or advertisement layout as a preliminary design step - Thumbnail is also a small image representation of a larger image, usually intended to make it easier and faster to look at or manage a group of larger images
request for proposal
the advertising process begins when a company (potential client) issues a __________________ ________ _____________________ - asking agencies for help promoting a product or message. This starts the advertising process.
four color process
the most widely used method for printing full-color images. all commercial printers use this method for projects that contain multicolored designs or photographs, including books, catalogs, manuals, magazines, brochures, postcards, etc. - 4 ink colors - cyan, magenta, yellow, black (CMYK) - The images are created by applying separate layers of each color ink. They are applied as tiny dots on the paper and combine to create the visual effect of full color printing
search engine optimization
the practice of maximizing the number of visitors to a particular website by ensuring that the site appears high on the list of results returned by a search engine - Practice of increasing the quantity and quality of traffic to your website through organic search engine results - Making web pages attractive to search engines - Seeks to tweak factors known to affect search engine standing to make certain pages more attractive to search engines than other web pages that have the same keywords or phrases - The goal is to have a high search engine ranking o The better SEO, the higher a ranking it will achieve in search results listings. Which is critical because most people only look at the first page or two of search results so in order to get high traffic from a search engine, it has to be listed on those first two pages - higher the rank, closer a page is to the number one listing, the better
client pitch
the process ends with an agency's _________________ ___________________ - In return of the RFP the agency does this which is a live presentation to the client about their whole advertising campaign plan to solve the client's problem. This is the end of the process. - It states the objectives of the campaign and describes how the campaign will deliver its intended results. Companies request pitches from several advertising agencies so they can select the most suitable proposal for its situation. A successful pitch should demonstrate that the agency can use the marketing budget effectively to create greater value for a brand. It ends the process that starts with the RFP.
market segmentation
the process of breaking down the mass market into small groups of consumers for specifically targeting relevant messages is called _________________ - Only advertise to a select group of people o There's a women's market, men's market, wealthy, poor, people with children, people who need quick meals, people who like sports, people ages 18-24, etc. o What are their demographics and how do I get them to believe what I offer is good?
situation analysis
the purpose for thinking through a campaign process is to develop a strategic marketing plan that begins with the ______________________ __________________, which is the thorough examination of the various existing factors influencing the marketplace, that are "in sight" - what is happening right now in the marketplace, first and most important part of the Plansbook, tells the client that you know a lot about them - the documented research begins with a thorough overview of what is going on currently in the marketplace regarding the company, its industry, its competition, its consumers, etc.
integrated marketing communications
this SWOT analysis should reveal insights that will lead to the aritculation of an IMC, which is an ____________________ ___________________ __________________ plan
printing press
what invention triggered worldwide literacy that led to shared communication throughout the world? the _________________ ________________
ghosting in graphics
when printing can be when the appearance of faint replicas of printed images are in undesirable places, may be because a printed image was lying on top of another and causing the ink to go on the other page - sometimes can happen by accident or on purpose for affect. An image can float over another. most of the time it's a design element. Ex) close up of football player and the background is blurred. Ex) type fades in the background so copy fades out. - intentional or unintentional faded image
buzz marketing
word-of-mouth technique designed to create hype and excitement around a brand, while making each "encounter" seem unique - Trying to get people to talk - "brand ambassadors" - job is to spark exchanges surrounding the brand. Online, in chat rooms, blogs, discussion forums, social media, in-person using street teams or representatives that might visit places such as coffee shops, airports, and bars to start a dialogue with consumers in a clever fashion - 6 hot buttons that provide "conversation starters" and help create buzz: the taboo (controversial), the universal (unique), the remarkable, the outrageous, the hilarious, and secrets (kept and revealed) - Brand buzz can stem from a variety of different sources - flash mobs, publicity stunts, guerilla and viral marketing tactics - Many marketing avenues can feed into the energy around a brand and can be overlapped to work in tandem with buzz efforts
