bitt moon 104 midterm
behavorial (do) stage
a receivers action toward the brand
affective (feel) stage
a receivers feelings or affect level for the brand
Among source factors, a)___________ is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information. Meanwhile, b)__________ encompasses similarity, familiarity, and likability
a) (source) credibility b) (source) attractiveness
It is important to distinguish communication objectives from marketing objectives. a)____________________ refer to what the firm seeks to accomplish with its promotional program, which may include creating awareness or knowledge about a product, developing favorable attitudes or purchase intentions.b)_____________________ refer to what is to be accomplished by the overall marketing program. They are often stated in terms of sales, market share, or profitability.
a) Communication objectives b) Marketing objectives
execution style ex
look at power pt week 5 - 3
one sided message
mentions only positive attributes or benefits if the target audeince : already holds a favorable oinion abt the topic and is less educated
curvilnear
message acceptance increases as the amt of fear used rises-but only to a point beyond that point, acceptance decreases as the level of fear rises
types of qualitive media
nonpersonal channel or mass media - print and broadcast personal channel or direct communication - face to face, email, and social media
message sidedness breakdown
one sided and 2 sided message
concentrated marketing
one specific segment When a company sells products or services in a specific niche When a company has fewer resources
structure breakdowns
order of presentation and message sidedness
divergence is acheived through
originality, flexibility, elaboration, synthesis, artstic value extent to which ad constains elements that are novel, differentm or unusual
limitations of attractiveness
overshadowing the product overexposure when a celebrity endorses too many products
types of media
paid, owned, earned
______________ has been defined as "the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from competition."
positioning
two sided message
presents both good and bad points when the audeince: holds an opposing opinion and highly educated
the 4 P's
products, price, place, promotion
Among the three [media] scheduling methods, ________________ is a combination of flighting and continuity methods.
pulsing
channel factors
qualitatiive media effect and clutter issue
originality
rare, surprising, or move away from the obvious and commonplace
continuity
refers to a continuous pattern of advertsing advertisment for food products, detergents, toiletries
execution style
the approach, style, tone, words, and format used for executing an advertising message
products of 4 ps
what to sell
4th role of IMC
4. Develops and sustains a powerful brand (i.e. meanings) by building favorable, strong, unique associations in the minds of consumers
caculate reach and frequency
(paper given in class is what is on test) reach = number of indivudals who watched the program divided by the population times 100 frequency is the total number of times the individual watched the program dividied by the number of individuals who watched the program at least once
Planning and Decision Making for IMC campaigns
Specific promotional objectives guide the development of the IMC plan Meaningful objectives can also be a useful guide for decision-making
2nd role of IMC
2. Avoids duplication and takes advantages of synergy among promotional tools (competitive and unique)
3rd role of IMC
3. Adapts to changing environment, particularly w respect to consumers, technology and media consumption
when are marketing objectives set
????
IMC definition
A strategic business process used to plan, develop, execute, and evaluate coordinates, measurable, persuasive brand communications programs over time w customers, prospects, employees, and so on
imc creativity def
Ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems
positioning def
Art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it meaningfully apart from the competition
product user
Associating it with a particular user or group of users Creating image of consumer Who will like your brand? Ex. harley davidson
values of setting objectives
Communications among IMC professionals Planning and Decision Making for IMC campaigns Measurement and Evaluation of Results
earned media
Companies customers or media become the channel Social media mentions, online communities
Which of the following is NOT true about a message
Content refers to "the way the message is put together in order to deliver the information or intended meaning" while structure and design refer to "the information and/or meaning contained in the message.
owned media
Controls the channel Websites, blogs, apps, and social media channels Owned by the company that is advertising
external anaylsis
Customers - who buys our product or service Competitors - who are our competitors Environment - are there any current trends Opportunity and threat
market segmentation
Dividing a market into a distinct group with common needs, who respond similarly to a marketing situation
encoding vs decoding
Encoding happens from the side of a senders, create clear message , putting senders thoughts into a symbolic form Decoding happens in the minds of receiver , transforms the senders message into thoughts
5-Hour ENERGY positioning itself as a sugar-free energy shot is an example of positioning by product user.
False
Among the three [media] scheduling methods, ______________ employs a less regular schedule, with intermittent periods of advertising and nonadvertising.
Flighting
rational appeal
Focus on the consumer's practical, functional, or utilitarian need for the product or service Emphasize features of a product
_____________ refers to the number of times the receiver is exposed to the media vehicle in a specified period.
Frequency
ways to segment the market
Geographic: Region, city size, metropolitan area, and or density Demographic: Age, sex, family size, marital status, etc Psychographic: Personality, lifecycles, and or lifestyles Behavioristic segmentation: Usage or loyalties Benefit segmentation: Attributes sought in a product
limitations of credible sources
High- and low-credibility sources are not always effective sometimes, source credibility does not make any differenence over time bc of sleeper effect
problems w sales oriented objectives
IMC is one of the factors that influence overall sales IMC campaign may have a carryover effect
Measurement and Evaluation of Results
Objectives can be used to evaluate the success of the campaign e.g., The campaign aims to improve brand preferences by 30% Without specific objectives, it is difficult to determine what the firm's IMC efforts accomplished
Which of the following is NOT true about Marketing Objectives vs. Communications Objectives
Marketing goals defined in terms of sales, profit, or market share increases are always appropriate promotional objectives.
___________________ is the series of decisions involved delivering the promotional message to the prospective purchasers and/or users of the product or brand.
Media planning
__________________ is the specific carrier, such as Vanity Fair, 60 Minutes, or Instagram, within a medium category
Media vehicle
media selection
Media: Generic term applied to classes of carriers e.g., broadcast media, print media, social media, digital media
medium selection
Medium: A single class of carriers e.g., TV, magazines, Social Networking Service (SNS), Audio streaming service
In the THIRD chart, the coverage of the media does not allow for coverage of the entire market, leaving some potential customers without exposure to the message. What is the term that describes this condition?
Partial Market Coverage
paid media
Pays to leverage the channel Traditional advertising media (tv, radio, print, etc) Buy time
sleeper effect
Persuasiveness of a message may increase with the passage of time regardless of source credibility
Arm & Hammer baking soda (Exhibit 2-17 on page 60 in our text) is an example of _______________________.
Positioning by Use of Application
Marketing mix
Product, price, place, promotion
________ is a measure of the number of different audience members exposed at least once to a media vehicle in a given period of time.
Reach
Which of the following is NOT true about the Problems with Sales Objectives?
Sales obejctives can offer concrete and useful quidance to those responsible for planning and developing the promotional program.
Which of the following is NOT true about The Value of Objectives
Setting specific and meaningful objectives often prevents IMC planners from measuring the success or failure of the promotional (IMc) campaign.
product benefits
Setting the brand apart from competitors by emphasizing salient attributes of the products Salient attributes - Things that consumers consider before a purchase decision Ex. apple computer - ease of use; innovative products
Communications among IMC professionals
Specific objectives for the IMC program facilitate coordination of the various groups working on the campaign
1 role of IMC
Strategically integrates various communication functions rather than having them operate autonomously (consistent and orchestrated)
order of presentation
Strongest arguments should be presented early or late in the message but never in the middle
The hierarchy of effects model, as well as the AIDA and innovation adoption models, view the (receivers' ) response process as consisting of movement through a sequence of three basic stages. Which of the following is NOT true about the three stages?
The behavioral stage includes awareness, knoweldge, information, or comprehension about its attributes, characteristics, or benefits.
product class
The competition for a product often comes from outside the product class Ex. airlines compete not only w other airlines but also with buses, trains, and other alternates Rather than positioning against brand in the same product category, an alternative strategy is to position oneself against another product category Ex. Bolthouse Farms, the nation's top baby carrot producer, wanted young students to choose baby carrots over snacks. How? Understand young students life styles and values
The concept of the Unique Selling Proposition (USP) developed by Rosser Reeves proposes three characteristics" Which of the following is NOT true?
The proposition must be common that the competitors can also offer.
Which of the following is NOT true about fear appeal and humor appeal?
There is no concern that humorous ads may wear out faster than serious appeals
Which of the following statements is NOT TRUE in the "Analysis of the Communication Process" stage?
There is no difference between marketing objectives and communication objectives.
inetrnal anaylsis
Things that the company has based on previous campaign Involve the companies communication capability (humans, money) Strengths and weaknesses The products offering and the firm itself
promotional mix
Tools that accomplish an organization's communication objectives
vehicle selection
Vehicle: A specific carrier (platform or program) within a medium e.g., Spotify, Grey's Anatomy, Times
If media coverage reaches people who are NOT sought as buyers and are not potential users, then it is wasted. What is the term that describe this condition?
Waste Coverage
qualitative media effect
a channel can affect a receivers reactions to message
cognitive (learn) stage
what a receiver knows or perceives abt the product or brand
In the "Promotional Program Situation Analysis" stage, there are two types of analysis:a)________________ assesses relevant areas involving the product/service offering and the firm itself (Strength & Weakness). And b)________________ focuses on factors such as characteristics of the firm's customers, market segments, and competitors (Opportunity & Threat).
a) Internal analysis b) External analysis
Advertising appeal vs. creative executive style: a)_________________ refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service, or cause. b)_________________ is the way a particular appeal is turned into an advertising message presented to the consumer.
a) advertising appeal b) creative executaion style
When developing a creative strategy, one should note that a)_______________ is the central message that will be communicated in all the advertising and other promotional activities and usually expressed through b) ______________ that reduces the key idea into a few words or a brief statement.
a) campaign theme b) slogan (tagline)
In the target marketing process, a company needs to determine how many segments to enter.a) ________________involves marketing in a number of segments, developing separate marketing strategies for each. b) ________________is used when the firm selects one segment and attempts to a large share of this market.
a) differentiated marketing b) concentrated marketing
Encoding vs. decoding: From a sender's side, a)_______________ involves putting thoughts, ideas, or information into a symbolic form (e.g., selecting words, symbols, pictures, and the like to represent the message that will be delivered to the receivers). From a receiver's side, b)_______________ is the process of transforming the sender's message back into thought (e.g., understanding and interpreting what the source is trying to communicate).
a) encoding b) decoding
Internalization vs. Identification: Information from a credible source influences beliefs, opinions, attitudes, and/or behavior through a process known as "a)________" which occurs when the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate. Meanwhile, source attractiveness leads to persuasion through a process of " b)________" whereby the receiver is motivated to seek some type of relationship with the source and thus adopts similar beliefs, attitudes, preferences, or behavior.
a) internalization, b) identification
A number of factors must be considered when a company decides to use a celebrity spokesperson.a)___________ happens when consumers may focus their attention on the celebrity and fail to notice or recall the brand or advertising message (Angelina Jolie's case).b)___________happens when a celebrity endorses too many products or companies (David Beckham's case).
a) overshadowing the product b) overexposure
To facilitate the creative process, many agencies now use _____________, which is a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience.
account planning
ad to consumer relevance
ad contains execution elements that are meaningful to consumers
relevance is achieved through
ad-to-consumer relevance and brand-to-consumer relevance degree to which elements of ad are meaningful, useful, or valuable to consumer
brand to consumer relevance
advertsed brand of product or service is of personal interest to consumers
types of promotion
advertsiting, public relations, publicity, mobile marketing, direct marketing, sales promotion, personal selling
artistic value
artistic verbal impressions or attractive shapes/colors
humor appeals
attract and hold consumers attention put consumers ina positive mood distrwact consumers from counterarguing against the message
target meaning
breaking the target audience into segments and then designing marketing activitues that will reach the segments most likely to be responsive to your efforts
position strategies
by product benefits by price/equailty by use or application by product class by product user by competitors by cultural symbols
A problem with sales objectives is that the effects of advertising often occur over an extended period.Many experts recognize that advertising has a lagged or _____________ effect; monies spent on advertising do not necessarily have an immediate impact on sales.
carryover
The __________ is the method by which the communication travels from the source or sender to the receiver. Generally, there are two types: nonpersonal and personal
channel
hierarchy model
cognitive stage affective stage behavioral stage
oulsing
combination of continuity and flighting: Continuity is maintained, but at certain times advertising efforts are stepped up.It best fits product categories that are sold year-round but have heavier concentrations of sales at intermittent periods.
synthesis
combine, connect, or blend normally unrelated objects or ideas
marketing mix
combining the CONTROLLABLE elements into a marketing program to facilitate the potential for exchange w consumers in the marketplace
characterstic of good objectives
concreate and measurable tasks Benchmark (current%) and degree of change sought Well-defined target audience Specified time period in which goals must be accomplished
types of schdueling
continuity, flighting, pulsing
The _____________ is a document that specifies the key elements of the creative strategy for an advertising campaign and serves as the basis for communication between the client and the advertising agency.
creative brief
source factors
credibility attractiveness
limitations of fear appeals
curvilinear and excessive use of fear may be ineffective
flexibility
different ideas or switches from one perspective to another
differienated market
different segments When a market is large enough to segment When a consumer has different needs for a product Can select more than one group After you have to select a group and tailor it to a spect product
limitations of humorous ads
difficult to produce and may be too subtle mary experience wear out: tendency to loose effeectiveness when seen or heard repeatedly
When it comes to the determinants of creativity, _______________ refers to the extent to which an ad contains elements that are novel, different, or unusual.
divergence
determinants of creativity
divergence and relevance
flighting
employs a less regular schedule, with intermittent periods of advertising and non-advertising. At some time periods there are heavier advertising expenditures, and at others there may be no advertising
source attractiveness
encompasses similarity, familiarity, and likability
undifferentiated marketing
entire market When a market is too small to segment When consumers have similar needs for a product Do not have to concentrate on a specific group Communicate with the whole market
touch point
every opportunity a customer has to see or hear about a company and or its brand or have an encounter or experience with it Many companies are taking a touch point perspective in developing their IMC programs by considering all of the potential ways of reaching their target audience and presenting the company in a favorable way
fear appeal
evoke emotional response to a threat and around ppl to take steps to remove the threat stress phyical danger - used to discourage unsafe behavior threaten disapproval or social rejection
dimensions of credibility
expertise: a source seen as knowledgeable trustworthiness: a source also has to be honest, ethical, and believable
Compared to Communication Objectives, Marketing Objectives may include creating awareness or knowledge about its product and its attributions or benefits; creating an image; or developing favorable attitudes, preferences, or purchase intention
false
In the "Developing the Integrated Marketing Communications Program" stage, IMC planners develop two types of strategies: creative strategy and media strategy. Creative strategy involves determining which communication channels will be used to deliver the advertising message to the target audience.
false
The AIDA model depicts the buyer as going through attention, intention, desire, and action stages.
false
Order of Presentation [Primacy effect vs. Recency effect]: Presenting the strongest arguments at the beginning of the message assumes a recency effect.
falsw
types of appeals
fear and humor appeal
emotional appeal
focus on the consumers social and psychological needs for a product and service based on the psychologial states
different coverage possibilities
full market coverage, partial market coverage, waste coverage look at slides for ex 6-3
price of 4 ps
how much
promostion of 4 ps
how to communciate
implication of hierarchy models
imc campaign may not lead to immediate purchase behavior due to the response process imc campaign can influence each stage in the model; commmunication objectives can be determined based on the stage
primary effect
information or aguments presented first are the most effective
recency effect
information or arguements presented last are the most effective
scheduling
is to time promotional efforts so they coincide w the highest potential buying times
marketing
refers to the activity, set of institutions, and processes for creating communication, delivering, and exchanging, offerings, that have value for costumers, clients, partners and society at large
When it comes to the determinants of creativity, _______________ reflects the degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer.
relevance
elements in the communication process
sender (source) message channels receiver response/feedback noise
slogan
serve as a summation line that expresses the company or brands positioning and message
dimensions of attractivenss
similairty: reseemblance between the source and the receiver familiarity: knowledge of the source though exposure likability: affection for the source as a result oh physical appearance, behavior, or other personal traits
message factors
structure and appeals
frequency
the average number of times that the indivual were exposed at least once to a particular media vehicle
campaign theme
the central message that will be communicated in all the advertising and other promotional activities
source credibiloty
the extent to which the recipient sees the source as havibg relevant skill or experience and trusts the source to give unbiased, objective info
clutter
the large or excessive volume of ad messages
reach
the percentage of individual exposed at least once to a media vehicle in given time
slogan or tagline
the theme for the campaign is usually expressed through a slogan or tagline
Advertising creativity is the ability to generate fresh, unique, and appropriate or relevant ideas that can be used as solutions to communication problems.
true
Among the three [media] scheduling methods, the "continuity" method refers to a continuous pattern of advertising, which may mean everyday, every week, or every month.
true
By combining media, marketers can increase coverage, reach, and frequency levels while improving the likelihood of achieving overall communications and marketing goals.
true
Communication objectives refer to what the firm seeks to accomplish with its promotional (communication) program.
true
Good creative strategy and execution can often be central to determining the success of a product or service or reversing the fortunes of a struggling brand.
true
Message Sidedness [one-sided message vs. two-sided message]: The logic of a two-sided message is that acknowledging a limitation or shortcoming can be a way to enhance credibility and make the message more effective.
true
One characteristic of good objectives is that they are measurable; they specify a method and criteria for determining how well the promotional program is working.
true
Stephan Vogel, the chief creative officer of Ogilvy & Mather Germany, noted that creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community... faster.
true
The hierarchy of effects model developed by Robert Lavidge and Gary Steiner is often used for setting and measuring advertising objectives
true
The sender, or source, of a communication, is the person or organization that has information to share with another person or group of people.
true
integrated marketing communications management involves the process of planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences.
true
elaboration
unexpected details or finish and extends basic ideas so they become more intricate, complicated, or sophisticated
place of 4 ps
where to sell
At which stage are communication objectives set?
while one is anayalzing communication elements - source, message, and channel factors
