Promotions CH 1 through 9
Operant Conditioning
(Instrumental Conditioning) A learning theory that views the probability of a behavior as being dependent on the outcomes or consequences associated with it.
The situation analysis is the foundation on which
marketing objectives are determined and the marketing plan is developed.
Channel
method by which the communication travels from source to receiver
Top-down method include
- the affordable method, - arbitrary allocation, - percentage of sales, - competitive parity, and - ROI
The elaboration likelihood model of attitude formation and change recognizes two forms of message processing:
- the centralized and peripheral routes to persuasion, and - ability to process a message.
Important factors to consider in the selection of mass media
- the context in which an ad appears, and - the reception environment
Advertising and promotion objectives are needed for several reasons
- the functions they serve in communications planning & decision making, and - measurement & evaluation.
Successful marketing communication depends on a number of factors including:
- the nature of the message, - the audience's interpretation of it, and - the environment in which it is received.
Communication:
- the passes of information - the exchange of ideas - the process of establishing a commonness or oneness of thought between the sender and receiver
Marketers choose:
- the person or source who delivers the message, - the type of message appeal used, and - the channel or medium.
Different ordering of the traditional response hierarchy:
- the standard of learning, - dissonance/attribution, and - low-involvement models.
Top-down
- top management sets the spending limits - promotion budget is set to stay within spending limits
Media Organizations
One of the four major participants in the integrated marketing communications process whose function is to provide information or entertainment to subscribers, viewers, or readers while offering marketers and environment for reaching audiences with print and broadcast messages.
External Analysis
The phase of the promotional planning process that focuses on factors such as the characteristics of an organization's customers, marketing segments, positioning strategies, computers, and marketing environment.
While DAGMAR has contributed to the advertising planning process,
it has not been totally accepted by everyone I think eh advertising field.
Using the objectives and task approach with communications objectives may not be the ultimate solution to the budgeting problem, but
it is an improvement over the top-down methods.
Alternative method:
large multiproduct firms is a decentralized marketing (brand management) segment.
Conative message strategy
leads directly to a consumer response
To better understand the reasons underlying consumer purchases:
marketers devote considerable attention to examining motives-those factors that compel a consumer to take action.
Response
receiver's reactions after seeing, hearing, or reading the message
The environment in which consumers evaluate brands and make purchases decisions has changed dramatically as:
- digital co tent has become pervasive in our daily lives, and - is influencing consumer behavior.
ROI Budgeting Method
(Return on Investment) A budgeting method in which advertising and promotions are considered investments, and thus measurements are made in an attempt to determine the returns achieved by these investments.
Trends on consumer buying environment
- Age complexity, - Gender complexity, - Active/busy lifestyles - Diverse lifestyles - Communication revolution - Experience pursuits, and - Health emphasis
Behavioral learning theories (2)
- Classical conditioning, and - Operant (instrumental) conditioning
Message strategies
- Cognitive message strategy - Affective message strategy - Conative message strategy
Those 5 external influences are:
- Culture - Subculture - Social class - Reference group - Situational determinants
Four major functions:
- Encoding, - Decoding, - Response, and - Feedback
Consumer evaluation of alternatives
- Evoked set method-brand considered - Multi-attribute Approach-importance or Attribute to consumer - Affect referral-emotional connection
Two major communication tools:
- Message, and - Channel
Methods of setting budgets.
- Top-down, and - Build-up approach
Top-down approach
- a budget amount is established and then money is passed down to the various departments.
Build-up approach
- a more effective budgeting strategy would be to consider the firm's communication objectives and budget what is deemed necessary to attain these goals.
A direct source is
- a spokesperson who delivers a message, and/or - endorses a product or service.
Executional framework
- animation - slice-of-life - storytelling - testimonial - authoritative - demonstration - fantasy-based - informational
Message appeals:
- appeal to rational, logical feeling... attempt to evoke a reaction - one-sided message - comparative advertising - fear
Objectives serve as important functions as communications devices,
- as a guide to planning the IMC program & deciding on various alternatives, and - for measurement & marketing.
Three critical intermediate effects between advertising and purchasing including:
- cognition, - affect, and -experience.
Slogans are a key element of a brand's identity as they can
- enhance a brand's image, - aid in its recognition & recall, and - help differentiate it in the minds of consumers. -Thus contributing to brand equity.
Two primary budgeting decisions
- establishing a budget amount, and - allocating the budget
The cognitive response approach:
- examines the thoughts evokes by a message, and - how they shape the receivers's ultimate acceptance or rejection of the communication.
There are two important dimensions to credibility,
- expertise, and - trustworthiness.
Marketers enhance message effectiveness by hiring communicators who are
- experts in a particular area, and/or - have a trustworthy image.
Advertising messages appeals
- fear - humor - sex - music - rationality - emotions - scarcity
Information/Rational Appeal
- focuses on the consumer's practical, functional, or utilitarian need for a product/service, and - emphasizes features of a product/service, and/or the benefits/reason for owning/using a particular brand.
Zero-based communications planning
- focuses on what tasks need to be done, - which marketing communications functions should be used, and - and to what extent.
Creative development is
- guides by specific goals and objectives, and - is based on a number of factors.
Creative tactics for print advertising
- headlines - visual elements - layout
The components of a print ad include
- headlines, - subheads, - body copy, - illustrations, and - layout
Marketers must consider not only the content of their persuasive message but also
- how this information will be structured for presentation, and - what type of message appeal will be used.
The creative strategy is based on several factors including
- identification of the target audience; - the basic problem, issue, or opportunity the advertisement must address; - the major selling idea or key benefit the message needs to communicate; and - any supportive information that needs to be included in the ad.
Money spent on advertising and other forms of promotions should produce measurable results such as
- increasing sales volume by a certain percent or dollar amount, or - increasing the brands market share.
The matrix has two sets of variables
- independent, and - dependent
One of the most widely used methods for examining consumers cognitive processing of advertising messages
- is assessment of their cognitive responses, or - the thoughts that occurred to them while viewing and/or hearing communication.
Three major factors that affect the success of a viral marketing:
- message characteristics - individual sender or receiver characteristics, and - social network characteristics.
Viral marketing success is affected by:
- message characteristics-content and creative, design-entertaining, humorous, engaging, novel, - individual sender/receiver characteristics,and - social network characteristics.
There are various options regarding message structure including,
- order of presentation of message arguments, - conclusion drawing, - message sidedness, - refutation, and - verbal/visual traits.
Five types of appeals used in advertising:
- order of presentation, - conclusion drawing, - message sidedness, - refutation, and - verbal/visual traits
Budget
- percentage of sales l - meet the competition - "what can we afford" - objective-and-task - payout plan-return on investment
A variety of methods are available and classified into two broad categories:
- personal media, and - nonpersonal media.
Inputs to the creative process:
- preparation - incubation - illumination -verification/revision
Creativity in advertising is a process of several staged, including
- preparation, - incubation, - illumination, - verification, and - revision.
Build-up
- promotion objectives are set - activities needed to achieve objectives - cost of promotion activities are budgeted - total promotion budget is approved by top management
Many companies use research for input to the creative process including
- qualitative techniques such as focus groups, and - ethnographic studies.
Appeals can be broken into two broad categories
- rational - emotional
Those responsible for planning the IMC program:
- should learn as much as possible about their target audience, and - how it may respond to advertising and other forms of marketing communication.
Conclusion drawing
- should the message explicitly draw a firm conclusion, or - allow receivers to draw their own conclusion
Attractiveness encompasses:
- similarity, - familiarity, and - likability.
Three important attributes are,
- source credibility, - attractiveness, and - power.
The controllable variable that are part of the communications process are:
- source, - message, and - channel factors.
Objectives
- specific objective facilitate coordination of various groups working on the campaign - planning and decision-making - measurement and evaluation of results - marketing objectives-sales, market share, profit, return on investment and time limited - IMC objectives relate to communication tasks
A number of models of the response process have been developed,
- the AIDA, hierarchy of effects, - innovation adoption, and - information processing model.
Most important aspect of developing effective IMC programs involves:
- understanding the response process the receiver may go through in moving toward a specific behavior, and - how the promotional efforts of the marketer influence consumer responses.
Creative tactics for TV
- video, - audio, and - YouTube
IMC objectives
- well defined target audience - increased awareness-consumer is aware of the product, brand or company - recognition/comprehension-what the product is and what it will do for the consumer - conviction-develop a desire in the consumer to buy a product - action-consumer buys the product
Market Positioning:
-Art and science of fitting the product or service into a segment and setting it apart from the competition. -Focus on the consumer or competition -Position by product attributes and benefits, price/quality, use or application, product class, product user, competitor, cultural symbols
Competitive Analysis:
-Competing for discretionary income -Competitive advantage -Global economy
Market Segmentation:
-Geographic -Demographic -Psychographic -Behavioristic -Benefit
Target Marketing:
-Identifying markets with unfilled needs -Determining market segments -Selecting a market to target -Positioning through marketing strategies
Marketing & Promotional Process Model:
-Marketing Strategy & -Analysis -Target Marketing Process -Marketing Planning Program Development -Promotion to Final Buyer Target Market
Marketing Strategy & Analysis:
-Opportunity Analysis -Competitive Analysis -Target Marketing
Pull Strategy:
-Pull strategy-direct promotion efforts toward the ultimate consumer. Create demand among consumers encouraging them to seek your product or service..digital, mobile, alternative, social media marketing.
Push Strategy:
-Push strategy-"old school" ...push the product or service through the channel of distribution by aggressively selling and promoting the product..paid advertising
Steps in and IMC planning process model
-Review of the marketing plan -Promotional program situation analysis -Analysis of the communication processes -Budget determination -Development of an IMC Program -Integration and implementation ok marketing communication strategies -Monitoring, evaluating, and control of the promotional program.
Two elements representing the major participants of the communication process:
-Sender, and - Receiver
How companies organize for advertising & IMC functions:
-Size -Number of products it markets -Role of advertising & promotions in its marketing mix -Promotions and advertising budget -Marketing organizational structure
Roll of marketing message
-Strengthen current linkage, -Modified current linkage, -Create new linkage
Process of Segmenting a Market:
-What needs are not being filled? -What benefits are being sought? -What characteristics distinguish the various groups seeking the products and services? -Identify a specific segment and then determine their characteristics to understand the consumer
Branding:
-What people think of when the name of a product is mentioned. -Develop and enhance attitudes towards the company product or service. -Building and maintaining a favorable identify and image. -Build and foster relationships between the consumer and the brand.
Brand Equity:
-What people think of when the name of a product is mentioned. -Intangible asset of added value or goodwill -Results from favorable image, impressions of differentiation -Strength of the consumer attachment to a company name, brand or trademark -Ex. Rolex watches command a high price due to quality and strong brand equity
Opportunity Analysis:
-Where consumers needs and opportunities are not being satisfied -Identified by careful evaluation of the marketplace, competition, demand trends
Agency personnel
-account executives -creatives -traffic managers -account planners
Advertising campaign parameters
-advertising goals -media selection -tagline -consistency -positioning -campaign duration
The last element, noise, refers to:
-any extraneous factors I. The system that can interfere with the process and work agains effective communication.
Three types of reference groups are:
-associative, - aspirational, and -disassociative
Agencies are compensated through:
-commission systems, -percentage charges, and -fee-based/cost-based systems. Some clients use incentive-based compensation tied to performance goals.
Agencies are typically compensated in three ways:
-commissions, -some type of fee agreement, or -percentage charges
Decentralized systems offer the advantages of:
-concentrated managerial attention, -more rapid responses to problems, and -increased flexibility.
In-House agencies offer the advantages of:
-cost savings, -control, and -increases coordination.
Full service agency offers a client a full range of services including:
-creative, -account, -marketing, and -financial & management services. The PowePoint includes: -market research -target market selectin -branding & company image -company logos & slogans -advertising preparation -IMC plan development & execution -plan & puchase media time & space
Advertisers must
-develop big ideas that can be used across a variety of media, engage consumers and enter into a dialogue with them.
Marketing communications objectives
-develop brand awareness - increase category demand - change customer believe or attitudes - enhance purchase actions - encourage repeat purchases - build/Drive customer traffic - enhance firm image - increase market share - increase sales - reinforce purchase decisions - benchmarks
Centralized systems offer the advantages of:
-facilitated communication, -lower personal requirements, -continuity in staff, and -more top-management involvement.
Many firms use advertising agencies to help develop and execute their programs. They take on a variety of forms:
-full service agencies, -creative boutiques, and -media services
In-House agencies offer the disadvantages of:
-less experience, -objectivity, and -flexibility.
Decentralized systems offer the disadvantages of:
-limited by ineffective decision making, -internal conflicts, -misapplication of funds, and -a lack of authority.
Centralized systems offer the advantages of:
-lower involvement with overall marketing goals, -linger response times, and -difficulties in handling multiple product lines.
Internal psychological process that influences the consumer decision-making process include:
-motivation, -perception, -attitude formation & change, and -integration process.
Many aspects of the decision process include
-providing input to the campaign plan -agency selection -media strategy -evaluation of effectiveness of the IMC program
Decision factors involved in selecting a source for a promotional message:
-source credibility, and - source attractiveness
Effective communication requires:
-that senders know what audiences they want to reach and what response they want -that senders be good at encoding messages and consider how they will be decoded by receivers -that senders use media that reach the target audience -feedback channels so that the audience's response to the message can be assessed
Participants in the IMC process include:
-the advertiser or client, -ad agencies, -media organizations, -specialized marketing communication firms, and -providers of collateral services.
Non personal channels of communication are
-those that carry a message without direct interpersonal contact between the sender and receiver, and -are generally referred to as the mass media.
Companies are handling more of their IMC programs in-house,
-to save money, and -because of the need to have more control over their digital marketing.
Top 10 United States Advertising Agencies: [From book and PowerPoint]
1) BBDO Worldwide 2) McCann 3) J. Walter Thompson 4) Y&R 5) TBWA Worldwide 6) Grey 7) DDB Worldwide 8) Leo Burnett Worldwide 9) Public's Worldwide 10) Saatchi & Saatchi Droga5 (listed in the PP)
Companies use three basic systems to organize internally for advertising and promotions.
1) Centralized 2) Decentralized 3) In-House
Business-to-business buying process (7)
1) Identification of Needs 2) Establish Specifications 3) Identify Vendors 4) Evaluate Vendors 5) Select Vendors 6) Purchase Negotiations 7) Postpurchase Evaluation
Young's model of the creativity process contains five steps:
1) Immersion: gathering raw material and information through background research and immersing yourself in the problem. 2) Digestion: taking the information, working it over, and wrestling with it in the mind. 3) Incubation: putting the problems out of your conscious mind and turning the information over to the subconscious to do the work. 4) Illumination: the birth of an idea - the "Eureka! I have it!" phenomenon. 5) Reality or verification: studying the idea to see if it still looks good or solves the problem; then shaping the idea to practical usefulness.
Guidelines for clients to evaluate creative work: [7]
1) Is the creative approach consistent with the brand's marketing and advertising objectives? 2) Is the creative approach consistent with the creative strategy and objectives? 3) Is the creative approach for the target audience? 4) Is the creative approach communicate a clear and convincing message to tell the customer? 5) Does the creative execution keep from overwhelming the message? 6) Is the creative approach appropriate for the media environment in which it is likely to be seen? 7) Is the ad truthful and tastefully?
Four step approach by English sociologist Graham Wallas:
1) Preparation: gathering background information needed to solve the problem through research and study. 2) Incubation: getting away and letting ideas develop. 3) Illumination: seeing the light or solution. 4) Verification: refining and polishing the idea and seeing if it is an appropriate solution.
A five-stage model of the consumer decision-making process consists of:
1) Problem Recognition 2) Information search 3) Alternative evaluation 4) Purchase decision 5) Postpurchase Evaluation
The top 10 ad agencies in 2018, talked about in class:
1) Wiesenthal & Kennedy 2) McCann 3) VML 4) Johannesburg Leonard 5) Anomaly 6) R/GA 7) Laundry Service 8) 360i 9)72andSunny 10)Droga5 10) MullenLowe [side note: the website numbered them with two 10 spots.]
Behavioral learning theory approaches (2)
1) classical conditioning - associative process 2) operant conditioning - instrumental
Three characteristics of unique selling propositions:
1) each advertisement must make a proposition to the consumer 2) must be one that the competition cannot/does not offer 3) must be strong enough to move through mass millions to pull over new customers to your brand.
To successfully develop and implement the budget, managers must
1) employ a comprehensive strategy to guide the process,avoiding the piece metal approach of the employed, 2) develops a strategic planning framework that employs an IMC philosophy, 3) build in contingency plans, 4) focus on long-term objectives, and 5) consistently evaluate the effectiveness of programs.
Cognitive learning process (4)
1) goal 2) purposive behavior 3) insight 4) goal achievement
Different types of appeals used in advertising can be broken into two categories:
1) information/rational appeal 2) emotional appeal
A number of problems have led to questions regarding its value as a planning tool. (4)
1) problems with the response hierarchy 2) sales objectives 3) productivity costs 4) inhibition of creativity
Creative execution styles
1) straight-sell or factual message 2) scientific/technical evidence 3) demonstration 4) comparison 5) testimonial 6) slice of life 7) animation 8) personality symbol 9) imagery 10) dramatization 11) humor 12) combinations
The four best-known approaches to developing the major selling ideas that are used as the basis for an advertising campaign:
1) using a unique selling proposition 2) creating a brand image 3) finding the inherent drama 4) positioning
Creative Pitch
2-3 agencies formal solutions to a specific problem. 30-60 days for the agency to prepare. Complete understanding of the market, target consumer, history, goals and objectives.
Objective and Task Method
A build up approach to budget setting involving a three-step process: (1) determining objectives (2) determining the strategies and tasks required to attain these objectives (3) estimating the costs associated with these strategies and tasks
The typical person in the US is exposed to over ___________ ads per day.
5000
Qualitative Audit
An audit of the advertising agency's effort's in planning, developing, and implementing the client's communications programs.
Perentage-of-sales Method
A budget method in which the advertising and/or promotions budget is set based on a percentage of sales of the product.
Payout Plan
A budgeting plan that determines the investment value of the advertising and promotion appropriation.
Message
A communication containing information or meaning that a source wants to convey to a receiver.
Persuation Matrix
A communication planning model in which the stages of the response process (dependent variables) and the communication components (independent variables) are combined to demonstrate the likely effect that the independent variables will have on the dependent variables.
Direct-marketing Agency
A company that provides a variety of direct-marketing services to its clients, including database management, direct mail, research, media service, creative, and production.
Advertising Campaign
A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single thing or idea.
Problem Detecation
A creative research approach in which consumers familiar with product (or service) are asked to generate an exhaustive list of problems encountered in.
Carryout Effect
A delayed or lagged effect whereby the impact of advertising on sales can occur during a subsequent time period.
Creative Tactics
A determination of how an advertising message will be implanted to execute the creative strategy.
Creative Strategy
A determination of what an advertising message will say or communicated to the target audience.
Integrated Marketing Communications Plan
A document that provides the framework for developing, implementing, and controlling an organizations's integrated marketing communications program.
Creative brief
A document that specifies the basic elements of the creative strategy such as: -the basic problem or issue the advertising must address, -the advertising & communications objectives, -target audience, -major selling idea or key benefits to communicate, -campaign theme or appeal, and -supportive information or requirements. Guides the production of an advertising campaign. Tells the agency specifically what you want
Creative Brief
A document that specifies the specific elements of the creative strategy such as the basic problem or issue that advertising must address, the advertising and communication objectives, target audience, major selling idea or key benefits to communicate, campaign theme or appeal, and supportive information or requirements.
Want
A felt need shaped by a person's knowledge, culture, and personality.
Direct-response Advertising
A form of advertising for a product or service that elicits a sales response directly from the advertiser.
Incentive-based System
A form of compensation whereby an advertising agency's compensation level depends on how well it meets predetermined performance goals such as sales or market share.
Reference Group
A group whose perspective, values, or behavior is used by an individual as the basis for his or her judgments, opinions, and actions.
Direct Headline
A headline that is very straightforward and informative in terms of the message it is presenting and the target audience it is directed toward. Direct headlines often include a specific benefit, promise, or reason for a consumer to be interested in a product or service.
Classical Conditioning
A learning process whereby a conditioned stimulus that elicits a response is paired with a neutral stimulus that does not elicit any particular response. Through repeated exposure, the neutral stimulus comes to elicit the same response as the conditioned stimulus.
Direct Channel
A marketing channel where a producer and ultimate consumer interact directly with one another.
Indirect Channel
A marketing channel where intermediaries such as wholesalers and retailers are utilized to make a product available to the customer.
Two-siddd Message
A message in which both good and bad points about a product or claim are presented.
Voiceover
A message or action on the screen in a commercial that is narrated or described by narrator who is not visible.
Attitude Toward the Ad
A message recipient's affective feelings of favorability or unfavorability toward an advertisement.
Arbitrary Allocation
A method for determining the budget for advertising and promotion based on arbitrary decisions and executives.
Fixed-fee Method
A method of agency compensation whereby the agency and client agree on the work to be done and the amount of money the agency will be paid for its services.
Cost-plus System
A method of compensating advertising agencies whereby the agency receives a fee based on the cost of the work it performs plus an agreed-on amount for profit.
Commission System
A method of compensating advertising agencies whereby the agency receives a specified commission (traditionally 15 percent) from the media on any advertising time or space it purchases.
Negotiated Commission
A method of compensating advertising agencies whereby the client and agency negotiate the commission structure rather than relying on the traditional 15% percent media commission.
Buildup Approach
A method of determining the budget for advertising and promotion by determining the specific tasks that have to be performed and estimating the cost of performing them. (see also objective and task method.)
Affordable Method
A method of determining the budget for advertising and promotion where all other budget areas are covered and remaining monies are available for allocation.
Demographic Segmentation
A method of segmenting a market based on the demographic characteristics of consumers.
Behavioristic Segmentation
A method of segmenting a market by dividing customers into groups based on their usage, loyalties, or buying responses to a product o service.
Geographic segmentation
A method of segmenting a market on the basis of different geographic units or areas.
Comparitive Parity Method
A method of setting the advertising and promotion budget based on matching the absolute level of percentage of sales expenditures of the competition.
Information Processing Model
A model of advertising effects developed by William McGuire that views the receiver of the message as an information processor and problem solver. The model views the receiver as passing through a response hierarchy that includes a series of stages including message presentation, attention, comprehension, acceptance or yielding, retention, and behavior.
Multiattribute Attitude Model
A model of attitude that views an individual's evaluation of an object as being a function of the beliefs that he or she has toward the object on various attributes and the importance of these attributes.
Hierarchy of Effects Model
A model of the process by which advertising works that assumes a consumer must pass through a sequence of steps from initial awareness to eventual action. Awareness Interest Evaluation Trial Adoption.
AIDA Model
A model that depicts the successive stages a buyer passes through in the personal-selling process, including attention, interest, desire, and action.
Elaboration Likelihood Model (ELM)
A model that identifies two processes by which communications can lead to persuasion-central and peripheral routes.
Innovation Adoption Model
A model that represents the stage a consumer passes through in the adoption process for innovation such as a new product. Awareness Interest Evaluation Trial Adoption
The consumer does not make purchase decisions in isolation.
A number of external factors influence the consumer decision making.
Selective Attention
A perceptual process in which consumers choose to attend to some stimuli and not others.
Sleeper Effect
A phenomenon in which the persuasiveness of a message increases over time.
Animatic
A preliminary version of a commercial whereby video of the frames of a story board is produced along with an audio soundtrack.
Marginal Analysis
A principal of resource allocation that balances incremental revenues against incremental costs.
Selective Exposure
A process whereby consumers choose whether or not to make themselves available to media and message information.
Focus Groups
A qualitative market research method whereby a group of 10 to 12 consumers from the target market is led through a discussion regarding a particular topic such as a product, service, or advertising campaign.
Ethnographic Research
A research technique that involves observing or studying consumers in their natural environment.
Low-involvement Hierarchy
A response hierarchy whereby a message recipient is viewed as passing from cognition to behavior to attitude change.
S-shaped Response Curve
A sales response model that attempts to show sales responses to various levels of advertising and promotional expenditures.
Storyboard
A series of drawings use to present the visual plan or layout of a proposed commercial.
Clipping Service
A service that clips competitors, advertisement from local print media, allowing the company to monitor the types of advertising that are running or to estimate their advertising expenditures.
Attractiveness
A source characteristic that makes him or her appealing to a message recipient. Source attractiveness can be based on a similarity, familiarity, or likeability.
Cognitive Dissonance
A state of psychological tension or post purchase doubt that a consumer may experience after making a purchase decision. This tension often leads the consumer to try to reduce it by seeking supportive information.
Slogan (Tagline)
A statement or phrase consisting of a few words that succinctly express the company image, identity, and or positioning a company or brand wants to communicate.
Integrated Marketing Communications (IMC)
A strategic business process used to develop, execute, and evaluate coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted relevant external and internal audiences. The goal is to both generate short-term financial returns and build long-term brand and shareholder value.
Promotional Pull Strategy
A strategy in which advertising and promotion efforts are targeted at the ultimate consumers to encourage them to purchase the manufacture's brand.
Promotional Push Strategy
A strategy in which advertising and promotion efforts are targeted to trade attempt to get them to promote and sell the product to the ultimate consumer.
Undifferentiated Marketing
A strategy in which market segments differences are ignored and one product or service is offered to the entire market.
Omnichannel Retailing
A strategy whereby companies sell their products through multiple distribution channels including retail stores, online, catalogs, and mobile apps.
Direct Marketing
A system of marketing by which an organization communicates directly with customers to generate a response and/or a transaction.
Needledrop
A term used in the advertising industry to refer to music that is prefabricated, multipurpose, and conventional and can be used in a commercial when a particular normative effect as desired.
Primary Effect
A theory that the first information presented in the message will be the most likely to be remembered.
Fee-commission Combination
A type of compensation system whereby an advertising agency establishes a fixed monthly fee for its services to the client and media commissions received by the agency our credited against the fee
Affect Referral Decision Rule
A type of decision rule where selections are made on the basis of an overall impression or affective summary evaluation of the various alternatives under consideration.
Complience
A type of influence process where a receiver accepts the position advocated by a source to obtain favorable outcomes or to avoid punishment.
Concentrated Marketing
A type of marketing strategy whereby a firm chooses to focus its marketing efforts on one particular market segment.
Differentiated Marketing
A type of marketing strategy whereby a firm offers products or services to a number of market segments and develops separate marketing strategies for each.
Refutational Appeal
A type of message in which both sides of the issue are presented in the communication, with arguments offered to refute the opposing viewpoint.
Dissonance/attribution Model
A type of response hierarchy where consumers first behave, then develop attitudes or feelings as a result of that behavior, and then learn or process information that supports the attitude and behavior.
Ad Execution-related Thoughts
A type of thought or cognitive response a message recipient has concerning factors related to the execution of the ad, such as creativity, visual effects, color, and style.
Counterargument
A type of thought or cognitive response a receiver has that is counter or opposed to the position advocate it in a message.
Interactive Media
A variety of media that allow the consumer to interact with the source of the message, actively receiving information and altering images, responding to questions, and so on.
Programmatic Buying
A wide range of technologies that have begun automating the buying, placement, and optimization of advertising media time and space.
Marketing Plan
A written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or brand.
Script
A written version of the commercial that provides a detailed of its video and audio content.
Informational/Rational Appeals
Advertising appeals that focus on the practical, functional, or utilitarian need for a product or service and emphasizes features, benefits, or reasons for owning or using the brand.
Hierarchy of Needs
Abraham Maslow's theory that human needs are arranged in an order or hierarchy based on their importance. The need hierarchy includes psychological, safety, social/love and belonging, esteem, and self-accusation needs.
Psychoanalytic Theory
An approach to the study of human motivations and behaviors pioneered by Sigmund Freud.
Promotional Mix: (6)
Advertising Digital Marketing Direct/Indirect Marketing Sales Promotion Publicity/Public Relations Personal Selling
Components of Promotion (9)
Advertising Digital Marketing Social Media Alternative Marketing Database Marketing Direct Marketing Personal Selling Sales Promotions Public Relations
Components of Promotion: (9)
Advertising Digital Marketing Social Media Alternative Marketing Database Marketing Direct Response Personal Selling Sales Promotion Public Relations
Components of Promotion
Advertising Digital Marketing Social Media Alternative Marketing Database Marketing Direct Response Personal Selling Sales Promotions Public Relations
Components of Promotion: (9)
Advertising Digital Marketing Social Media Alternative Marketing Database Marketing Direct Response Personal Selling Sales Promotions Public Relations
What are the components of an integrated marketing communications program?
Advertising Direct Marketing Digital/Internet Marketing Salse Promotion Public Relations/ Publicity Personal Selling
Promotion is best views as the communication function of marketing by:
Advertising Personal Selling Publicity/Public Relations Sales Promotions Direct Marketing Digital/Internet Marketing
User-generated Content (UGC)
Advertising and/or forms of content provided by consumers or other nonprofessional sources.
Reminder Advertising
Advertising designed to keep the name of the product or brand in mind of the receiver.
Emotional Appeals
Advertising messages that appeal to consumers feelings and emotions.
Trade Advertising
Advertising targeted to wholesalers and retailers.
Image Advertising
Advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles, and the like.
What are some of the factors that may cause a lack of common ground between the sender and receiver?
Age, race, and culture
Collateral Services
Agencies that provide companies with specialized services such as package design, advertising production, and marketing research.
Digital/interactive Agency
Agencies that specialize in the development and strategic use of various digital and interactive marketing tools such as websites for the Internet, banner ads, search engine optimization, mobile marketing, and social media campaigns.
DAGMAR
An acronym that stands for defining advertising goals for measured advertising results. An approach to setting advertising goals and objectives developed by Russell Colley.
Teaser Advertising
An ad designed to create curiosity and build excitement and interest in a product or brand without showing it.
Financial Audit
An aspect of advertising agency evaluation process that focuses on how the agency conducts financial affairs related to servicing a client.
Transformational Ad
An ad that associates the experience of using the advertised brand with a unique set of psychological characteristics that would not typically be associated with the brand experience to the same degree without exposure to the advertisement.
In-house Agency
An advertising agency set up, owned, and operated by an advertiser that is responsible for planning and executing the company's advertising program.
Full-service Agency
An advertising agency that offers clients a full range of marketing and communications services, including the planning, creating, producing, and placing of advertising messages and other forms of promotion.
Fear Appeal
An advertising message that creates anxiety in a receiver by showing negative consequences that can result from engaging in (or not engaging in) a particular behavior.
Unique Selling Proposition (USP)
An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the consumer.
Concave-downward Function Model
An advertising/sales response functions that views the incremental effects of advertising on sales as decreasing.
Inherent Drama
An approach to advertising that focuses on the benefits or characteristics that lead a consumer to purchase a product or service and uses dramatic elements to emphasize them.
Zero-based Communications Planning
An approach to planning the integrated marketing communications program that involves determining what tasks need to be done and what marketing communication functions should be used to accomplish them and to what extent.
Public Relations Firm
An organization that develops and implements programs to manage a company's publicity, image, and affairs with consumers and other relevant Publics.
Sales Promotion Agency
An organization that specializes in in the planning and implementation of promotional programs such as contest, sweepstakes, sampling, premiums, and incentive offers for its clients.
Centralized System
An organizational system whereby advertising along with other marketing activities such as sales, marketing research, and planning are divided along functional lines and are run it from one central marketing department.
Category Management System
An organizational system whereby managers have responsibility for the marketing programs for a particular category or line of products.
Decentralized System
An organizational system whereby planning and decision-making responsibility for marketing, advertising, and promotion lies with a product/brand manager or management team rather than a centralized department.
Advertising
Any paid form of nonpersonal communication about organization, product, service, or idea by an identified sponsor.
Market Opportunities
Areas where a company believes there are favorable demand trends, needs, and/or wants that are not being satisfied, where it can compete effectively.
The type and amount of services an agency performs vary from one client to another.
As a result, agencies use a variety of methods to get paid for their services.
Salient Attributes
Attributes considered important to consumers in the purchase decision process.
Mnemonics
Basic cues such as symbols, rhymes, and associations that facilitate the learning and memory process.
Salient Beliefs
Believes concerning specific attributes or consequences that are activated and form the basis of an attitude.
How does communication take place?
Brodcasting Media (TV/Radio) Print Media (Magazines/Newspapers) Public Relations/Publicity Digital (Internet, Social Media, Mobile) Direct Marketing Sales Promotions Product Placement/Branded Entertainment Events and Sponsorships Word of Mouth Point-of-purchase (Displays, Packaging) Personal Selling Out-of-home Media
Top-down Approaches
Budgeting approaches in which the budgetary amount is established at the executive level and monies are passed down to the various departments.
Many firms employ more that one method.
Budgeting approaches vary according to the size and sophistication of the firm.
Social media has become pervasive in our daily lives and is influencing behavior.
Consumers are more empowered than ever before as they can access and retrieve information, connect with one another to share it, discuss products/services and brands, and interact with marketers quickly and easily.
International markets
Careful consideration of attitudes, customers, language, slang, culture and symbols. Words and messages do not translate directly.
Paid Media
Channels of communication a marketer pays for including traditional advertising media such as television, radio, print, outdoor, and direct mail as well as various forms of digital advertising such as paid search and online display and video ads.
Owned Media
Channels of marketing communications that s company controls, such as its website, blogs, and mobile apps as well as social media channels.
Support Argument
Consumers' thoughts that support or affirm the claims being made by a message.
One-sided Message
Communications in which only positive attributes or benefits of a product or service are presented.
Publicity
Communications regarding an organization, product, service, or idea that are not directly paid for or run under identified sponsorship.
Media Specialist Companies
Companies that specialize in the buying of advertising media time and space, particularly for television and digital advertising.
Four primary categories of contact points:
Company planned Intrinsic (naturally) Unexpected Customer Initiated
An audience contact or touch point perspective in developing IMC programs....
Consider all of the potential ways of reaching their target audience and presenting the company or brand in a favorable manner.
Crowdsourcing
Consumer-generates advertising. Can create considerable awareness and recognition for a brand. Target current customers with high brand loyalty.
DAGMAR
Defining Advertising Goals for Measured Advertising Results
Sustainability
Development that meets the needs of the current generation without compromising the ability of future generations to meet their needs.
Personal channels involve:
Direct communication between two or more persons and can occurs through interpersonal contact or via other methods such as email or through social media.
Psychographic Segmentation
Dividing the product on the basis of personality and/or lifestyles.
Touch Point
Each and every opportunity a consumer has to see or hear about a company and/or its brands or have an encounter or experience with it.
Earned Media
Exposure for a company or brand that it did not have to pay for and is generated by entities outside the firms scubas media coverage or through others sharing information via social media.
Noise
Extraneous factors that create unplanned distortion or interference in the communications process.
Source Bolsters
Favorable cognitive thoughts generated towards the source of a message.
Communication Objectives
Goals that an organization seeks to achieve through its promotional program in terms of communication effects such as creating awareness, knowledge, image, attitudes, preferences, or purchase intentions.
Marketing Objectives
Goals to be accomplished by an organization's overall marketing program scubas sales, market share, or profitability.
Marketing Objectives
Goals to be accomplished by an organization's overall marketing program such as sales, market share, or probability.
Indirect Headline
Headline that is not straightforward with respect to identifying a product or service or providing information regarding the point of an advertising message.
Many managers use salads or a related measure such as market share as the basis for setting objectives.
However, many promotional planners believe the role of advertising and other promotional-mix elements is to communication because of the various problems associated with sales-based objectives.
Economies of Scale
I decline in cost with accumulated sales or production. In advertising, economics of scale often occur in media purchases as the relative cost of advertising time and/or space may decline as the size of the media budget increases.
What is a Globally Integrated Marketing Communication Program?
IMC on a global scale
Market Segments
Identifiable groups of customers sharing similar needs, wants, or other characteristics that make them likely to respond in a similar fashion to a marketing program.
Creative Boutique
In advertising agency that specializes in and provides only services related to the creative aspects of advertising.
Conditioned Response
In classical conditioning, a response that occurs as a result of exposure to a conditioned stimulus.
Conditioned Stimulus
In classical conditioning, a stimulus that becomes associated with an unconditioned stimulus and capable of evoking the same response or reaction as the unconditioned stimulus.
Peripheral Route to Persuasion
In the elaboration likelihood model, one of two routes to persuasion in which the receiver is viewed as lacking the ability or motivation to process information and is not likely to be engaging in detailed cognitive processing.
Copywriter
Individuals who helps conceive the ideas for ads and commercials and writes the words or copy for them.
Situational Determinants
Influences originating from the specific situation in which consumers are to use the product or brand.
General Preplanning Input
Information gathering and/or market research studies on trends, developments, and happenings in the marketplace that can be used to assist in the initial stages of the creative process of advertising.
Promotional Management:
Involves coordinating the promotional-mix elements to develop an integrated program of effective marketing communication.
Superagencies
Large external agencies that offer integrated marketing communications on a worldwide basis.
Establishing this commonality in thinking is not always easy as it might seem.
Many attempts to communication are unsuccessful.
Sales Promotion
Marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales.
In many organizations, marketing activities are divided along functional lines, with advertising placed alongside other marketing functions such as,
Marketing research Product planning
Benchmark Measures
Measures of a target audience's status concerning response hierarchy variables such as awareness, knowledge, image, attitudes, preferences, intentions, or behavior. These measures are taken at the beginning of an advertising or promotional campaign to determine the degree to which a target audience must be changed or moved by a promotional campaign.
Source Derogations
Negative thoughts generated about the source of a communication.
Examples of effective advertising slogans:
Nike - Just do it. HomeDepot - More Saving. More Doing. Gillette - The Best a Man Can Get McDonald's - I'm Lovin' it! DeBeers - A Diamond is Forever Walmart - Save Money. Live Better. Bounty - The Quicker Picker-Upper Gatorade - Win From Within Under Armour - We Must Protect This House. I Will. Macy's - The Magic of Macy's
Mass Media
Nonpersonal channels of communication that allow a message to be sent to many individuals at one time.
The budgeting decision making have a significant impact not only on the firm itself but also
On numerous others involved directly or indirectly.
Central Route to Persuasion
One of two routes to persuasion recognized by the elaboration likelihood model. The central route to persuasion views a message recipient as very active and involved in the communication process and as having the ability and motivation to attend to and process a message.
Message siddedness
One-sided - only positive attributes or benefits Two-sided - presents both good and bad points
Social Media
Online means of communication and interactions among people that are used to create, share, and exchange content such as information, insights, experiences, perspectives, and even media themselves.
Specialized Marketing Communication Services
Organizations that provide marketing communication services in their areas of expertise including direct marketing, public relations, and sales promotion firms.
Functional Consequences
Outcomes of product or service usage that are tangible and can be directly experienced by a consumer.
Categorization of the various types of customer contact points:
Paid Owned Earned by media
Feedback
Part of the message recipient's response that is communicated back to the sender. Feedback can take a variety of forms and provides a sender with the way of monitoring how an intended message is decoded and received.
Personal Selling
Person-to-person communication in which the seller attempts to assist and/or persuade prospective buyers to purchase the company's product or service or to act on an idea.
The source component is a multifaceted concept.
Personal sources may be the most influential factor in a purchase decision.
Order of presentation
Primary effect- at the beginning Recency effect- at the end
What is the marketing mix?
Product Price Place (distribution) Promotion
Standard Learning Model
Progression by the consumers through a learn-feel-do hierarchy response.
Mobile Marketing
Promotional activity designed for delivery to cellphones, smartphones, tablets, and other handheld devices that includes apps, messaging, commerce and customer relationship management.
Psychosocial Consequences
Purchase decision consequences that are intangible, subjective, and personal.
Motivation Research
Qualitative research design to probe the consumers subconscious and discover deeply rooted motives for purchasing a product.
Computer Simulation Models
Quantitative-based models that are used to determine the relative contribution of advertising expenditures on sales response.
Selective Retention
The perceptual process whereby consumers remember some information but not all.
Emotional Appeal
Relates to the customers' social and/or psychological needs for purchasing a product/service.
Social Class
Relatively homogeneous divisions of society into which people are grouped based on similar lifestyles, values, norms, interest, and behaviors.
Marketing objectives
Sales volume Market share Profits ROI
Schedules of Reinforcement
Schedules by which a behavioral response is rewarded.
Subhead
Secondary headline in a print ad.
The persuasion matrix helps marketers
See how each controllable element interacts with the consumer's response process.
Heuristics
Simplified or basic decision rules that can be used by a consumer to make a purchase choice, such as buy the cheapest brand.
Subcultures
Smaller groups within a culture that possess similar believes, values, norms, and patterns of behavior that differentiate them from the larger cultural mainstream.
Word-of-mouth (WOM) Communications
Social channels of communication such as friends, neighbors, associates, co-workers, or family members.
Motive
Something that compels or drives a consumer to take a particular action.
Competitive Advantage
Something unique or special that a firm does or posses that provides an advantage over its competitors.
Jingle
Song about a brand or company that usually carries the advertising theme and a simple message.
Communication Process:
Source/Sender Receiver Message Channel Encoding Decoding Response Feedback Noise
Product-or Service-specific Preplanning Input
Specific studies provided to the creative department on the product or service, the target audience, or a combination of the two.
Five stages in the consumer decision-making process
Stage 1: Problem Recognition Stage 2: Information Search Stage 3: Alternative Evaluation Stage 4: Purchase Decision Stage 5: Postpurchase Evaluation
Integrated Marketing Communications Objectives
Statements of what various aspects of the integrated marketing communications program will accomplish with respect to factors such as communication tasks, sales, market share, and the life.
Integrated Marketing Communications:
The IMC approach seeks to have all of the company's contacts with the market project a consistent, unified image to the marketplace. IMC considers the fact that the market's perception of the company and its products is shaped by more than the elements of the promotional mix.
Subliminal Perception
The ability of an individual to perceive a stimulus below the level of conscious awareness.
Advertising Creativity
The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.
Vita Marketing
The act of disseminating marketing relevant messages through the help and coordination of individual consumers.
Viral Marketing
The act of propagating marketing-relevant messages through the help and cooperation of individual consumers.
Marketing
The activity, set of instructions, and process for creating, communication, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Receiver
The person or persons with whom the sender of a message shares thoughts or information.
Positioning
The art and science of fitting the product or service to one or more segment of the market in such a way as to set it meaningfully apart form competition.
Major Selling Idea
The basis for the central theme or message idea in an advertising campaign.
Advertising Appeal
The basis or approach used in an advertising message to attract the attention or interest of consumers and/or influence their feelings toward the product, service, or cause.
Campaign Theme
The central message or idea that is communicated in all advertising and other promotional activities.
Repositioning
The changing of a product or brand's positioning.
Brand Identity
The combination of the name, logo, symbols, design, packaging, image, and association held by consumers toward a brand.
Culture
The complexity of learned meanings, values, norms, and customs shared by members of society.
Marketing Mix
The controllable elements a marketing program including product, price, place (distribution), and promotion.
Promotion
The coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or to promote an idea.
Value
The customer's perception fall the benefits of a product or service weighed against the costs of acquiring and consuming it.
Brand Manager
The person responsible for planning, implementation, and control of the marketing program for an individual brand.
Relevance
The degree to which the various elements of an advertisement are meaningful, useful, or valuable to the consumer.
Contribution Margin
The difference between the total revenue generated by a product or brand and it's total variable costs.
Evaluative Criteria
The dimensions or attributes of a product or service that are used to compare different alternatives.
Field of Experience
The experiences, perceptions, attitudes, and values that senders and receivers of a message bring to a communication situation.
Credibility
The extent to which a source is perceived as having knowledge, skill, or experience relevant to a communication topic and can be trusted to give an unbiased opinion or present objective information on the issue.
Divergence
The extent to which an advertisement contains certain creative element that are novel, different, or unusual.
Problem Recognition
The first stage in the consumer decision-making process in which the consumer perceives a need and becomes motivated to satisfy it.
Sensation
The immediate and direct response of the senses (taste, smell, site, touch, and hearing) to a stimulus such as an advertisement, package, brand name, or point-of-purchase display.
Account Planner
The individual who gathers information that is relevant to a client's product or service and can be used in the development of the creative strategy as well as other aspects of an IMC campaign.
Account Executive
The individual who serves as the liaison between the advertising agency and the client. The account executive is responsible for managing all of the services the agency provides to the client and representing the agency's point of view to the client.
Brand Equity
The intangible asset of added value or goodwill that results from the favorable image, impression of differentiation, and/or the strength of consumer attachment of a company name. band name, or trademark.
Body Copy
The main text portion of a print ad. Also often referred to as copy.
Public Relations (PR)
The management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program to earn public understanding and acceptance.
Creative Execution Style
The manner or way in which a particular advertising appeal is transferred into a message.
Percentage Charges
The markups charged by advertising agencies for services provided to clients.
Product Symbolism
The meaning that a product or brand has to consumers.
Channel
The method or medium by which communication travels from a source or sender to a receiver.
There has been an increase in the number of companies that are using in-house agencies to handle all, or at lease part, of their IMC programs.
The move is being driven by the increased use of digital marketing, which requires companies to produce more IMC content and to do so in a timely manner.
Clutter
The nonprogram material that appears in a broadcasting environment, including commercials, promotional messages for shows, public service announcements, and the like.
Group system
The organization of an advertising agency by dividing it into groups consisting of specialist from various departments such as creative, media, marketing services, and other areas. These groups work together to service particular accounts.
Departmental system
The organization of an advertising agency into departments based on functions such as account services, creative, media, marketing services, and administration.
Clients
The organizations with the products, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services.
Communication
The passing of information, exchange of ideas, or process of establishing shared meaning between a sender and a receiver.
Selective Perception
The perceptual process involving the filtering or screening of exposure, attention, comprehension, and retention.
Selective Comprehension
The perceptual process whereby consumers interpret information based on their own attitudes, beliefs, motives, and experiences.
InternalAnalysis
The phase of the promotional planning process that focuses on the product/service offering and the firm itself, including the capabilities of the firm and its ability to develop and implement a successful integrated marketing communications program.
Layout
The physical arrangement of the various parts of an advertisement including the headline, subheads, illustrations, body copy, and any identifying marks.
Strategic Marketing Plan
The planning framework for specific marketing activities.
Qualitative MediaEffect
The positive or negative influences the medium may contribute to the message.
Source Power
The power of a source as a result of his or her ability to administer rewards and/or punishment to the receiver.
Comparitive Advertising
The practice of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics.
Purchase Intention
The predisposition to buy a certain brand or product.
Consumer Behavior
The process and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires.
Internal Search
The process by which a consumer acquires information by accessing past experiences or knowledge stored in memory.
Internalization
The process by which a credible source influences a message recipient. Internalization occurs when the receiver is motivated to have an objectively correct position on an issue and the receiver will adopt the opinion or attitude of the credible communicator if he or she believes the information from this source represents an accurate position on the issue.
Decoding
The process by which a message recipient transforms and interprets a message.
Identification
The process by which an attractive source influences a message recipient. Identification occurs when the receiver is motivated to seek some type of relationship with the source and adopt a similar position in terms of beliefs, attitudes, preferences, or behavior.
Perception
The process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture of the world.
Account Planning
The process of conducting research and gathering all relevant information about a clients product, service, brand, and consumers in the target audience for use in the development of creative strategy as well as other aspects of an IMC campaign.
Market Segmentation
The process of dividing a market into distinct groups that have common needs and will respond similarly to a marketing action.
Seeding
The process of identifying and choosing the initial group of consumers who will be used to start the diffusion or spreading of a message.
Target Marketing
The process of identifying the specific needs of segments, selecting one or more of these segments as a target, and developing marketing programs directed to each.
Integrated Marketing Communications Management
The process of planning, executing, evaluating, and controlling the use of various promotional-mix elements to effectively communicate with a target audience.
Encoding
The process of putting thoughts, ideas, or information into a symbolic form.
Shaping
The reinforcement of successive acts that lead to a desired behavior pattern or response.
Reinforcement
The reward or favorable consequences associated with a particular response.
External Search
The search process whereby consumers seek and acquire information from external sources such as advertising, other people, or public sources.
For effective communication to occur:
The sender must enforce a message in a way it will be decided by the receiver in the intended manner.
Source
The sender-person, group, or organization- of the message.
Source
The sender—person, group, or organization—of the message.
Marketing Channels
The set of independent organizations involved in the process of marketing a product or service available to customers.
Response
The set of reactions the receiver has after seeing, hearing, or reading a message.
Wearout
The tendency for a television or radio commercial to lose its effectiveness when it is seen and/or heard repeatedly.
Recency Effect
The theory the arguments presented at the end of the message are considered to be stronger and therefore are more likely to be remembered.
Promotional Mix
The tools used to accomplish an organization's communications objectives. The promotional mix includes advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, and personal selling.
Buzz Marketing
The use of various activities that generate conversation and word-of-mouth communication about it particular topic such as a company, brand, or marketing activity.
Integration Process
The way information such as product knowledge, meanings, and believes is combined to evaluate two or more alternatives.
Within a culture are smaller groups or segments whose beliefs, values, norms, and patterns of behavior set them apart from the larger culture mainstream.
These subcultures may be based on: -age, -geographic, -religion, -race, and/or -ethnic differences.
What is an integrated marketing communications program?
They have their own set of objectives, usually involving the communication of some message or appeal to a target audience.
Cognitive Responses
Thoughts that occur to a message recipient while reading, viewing, and/or hearing a communication.
Exchange
Trade of something of value between two parties such as a product or service for money. The core phenomenon or domain for study in marketing.
A reference group presume perspectives or values are being individual as the basis of judgements, opinions, and actions.
Two or more individuals who share a set or norms, values, or beliefs and have certain implicitly or explicitly defended relationships to one another.
Communications Task
Under the DAGMAR approach to setting advertising goals and objectives, something that can be performed by and attribute it to advertising such as awareness, comprehension, conviction, and action.
Native Advertising
Web advertising in which the advertiser attempts to gain attention by providing content in the context of the users experience.
80-20 Rule
Where 20 percent of the buyers account for 80 percent of the sales volume.
Benefit Segmentation
a method of segmenting markets on the basis of the major benefits consumers seek in a product or service.
Headline
Words in the leading position of the advertisement; the words that will be read first or are positioned to draw the most attention.
The decision of the advertising message is
a critical part of the communication process.
To develop and effective advertising and promotional campaign
a firm must select the right spokesperson to deliver a compelling message through appropriate channels or media.
Advertising Agency
a firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process.
An ad agency is
a service organization that specializes in planning and executing advertising programs for its clients.
IMC objectives should be based on
a thorough situation analysis that identifies the marketing and promotional issues facing the company or brand.
Refutation
a two-sided message that presents both sides of an issue and the refutes the opposing viewpoint.
The advertising manager is responsible for:
all promotions activities except sales. In some companies they are called 'marketing communications manager'
DAGMAR is
an approach to setting advertising goals and objectives developed by Russell Colley.
Cognitive processes such as -perception, -formation of beliefs about brands, -attitude development and change, and -integration
are important to understanding the decision-making process for many types of purchases.
Determining the unifying theme around which the campaign will be built is a critical part of the creative process,
as it sets the tone for the individual ads and other forms of marketing communications that will be used.
Once the creative strategy that will be guide the ad campaign has been determined,
attention turns to the specific type of advertising appeal and execution format to carry out the creative plan.
Objectives for IMC evolve from the organization's overall marketing plan and are
based on roles various promotional-mix elements play in the marketing program.
They are evaluated on:
both financial and qualitative aspects.
For promotional planning, the receiver:
can be analyzed with respect to both its composition and the response process it goes through.
IMC objectives evolve from the
company's overall marketing plan and are rooted in its marketing objectives.
Reasons for the growing importance go the IMC perspective include a rapidly changing environment with respect to:
consumers, technology, and media
Source, message, and channel factors are
controllable elements in the communication model.
Integrated Marketing Communications (IMC):
coordinating the various marketing and promotional elements to achieve more efficient and effective communication programs.
Creativity in advertising is best viewed as a process and
creative success is mostly when some organized approach is followed.
A creative strategy should
describe the message appeal and execution style that will be used.
The way marketing communications are presented
is very important.
An important part of creative strategy is
determining the major selling idea that will become the central theme of the campaign.
The creative specialist or team is responsible for:
developing an effective way to communicate the marketers message to the customer.
Many major companies use an advertising agency to assist them in:
developing, preparing, and exacting their promotional programs.
An indirect source:
does not actually deliver a message yet, draws attention to and/or enhances the appearance of the ad. ie: a model
Rational Appeals
focus on consumers' practical function or utilitarian need for the product/service.
The decision process model views consumers behavior primarily:
from a cognitive orientation.
Specific objectives are needed to
guide the development of the promotional program, as well as to provide a benchmark against which performance can be measured and evaluated.
The persuasion matrix:
helps asses the effect of controllable communication decisions on the consumer's response process.
Top management is usually interested in:
how the advertising and other forms of marketing communications represents the firm. This may also mean being involved in IMC decisions, even when the decisions are not part of its day-to-day responsibilities.
Dependent variables are
the steps a receiver goes through in being persuaded.
Similarity
is a supposed resemblance between the source and receiver.
Likability
is an affection for the source as a result of physical appearance, behavior, or other personal traits.
Selection of the appropriate source or communicator to deliver a message,
is an important aspect of communications strategy.
The broadest and most abstract external factor that influences consumer behavior
is culture, or the complexity of learned meanings, values, norms, and customs shared by members of a society.
A challenge faced by all marketers
is how to influence the purchase behavior of consumers in favor of the product or service they offer. Visa: getting consumers to charge more on their cards. BMW: getting them to purchase or lease a car. For B2B: getting organizations to purchase more of their products or use their services. ie: UPS
Encoding
is the source deciding what it wants to say and translating it into words and symbols that will have the same meaning to the receiver.
One possible way to improve the budget appropriation
is to tie the necessary measurements of effectiveness to communications objectives rather that to the broader-based marketing objectives.
The ultimate goal is to influence consumers' purchase behavior.
most marketers understand that the actual purchase is only part of an overall process.
If the sum of the advertising/promotional expenditures exceeded the revenues they generated,
one would conclude the appropriations where to high and scale down the budget.
Channel factors
or medium, are the methods used to deliver the message to the target audience.
Feedback
part of the receiver's response that is communicated back to the sender
Clutter has become a serious problem for advertisers where commercials have become shorter and more numerous.
particularly on TV
Receiver
person(s) with whom the sender is sharing thoughts
Brand Loyalty
preference by a consumer for a particular brand that results in continual purchase of it.
Decoding
process by which the receiver translates the message.
The function of all elements of the IMC program isotope communicate so
promotional planners must understand the communication process.
Cognitive message strategy
rational arguments or pieces of information
What is noise?
refers to factors that can distort or interfere with comprehension.
Familiarity
refers to knowledge of the source through exposure.
Advertising Clutter
refers to the large volume of advertising messages that the average consumer is exposed to on a daily basis. This phenomenon results from a marketplace that is overcrowded with products leading to huge competition for customers.
Emotional Appeals
relate to social and/or psychological reason for purchasing a product/service.
Affective message strategy
seeks to invoke feelings or emotions
NO organization has an unlimited budget,
so objectives must be set with a budget in mind.
Direct responsibility for administering the program must be assumed by:
someone within the firm.
Buzz-Marketing
systematic and organized efforts to encourage consumers to speak favorably about a company, product, service, brand or issues and recommend it to others in their social network.
The appeal is the central message used in
the ad to elicit some response from the consumer's or influence their feeling.
A centralized system:
the advertising or marcom manager controls the entire promotions operation, including: -budgeting -coordinating creation & production of ads -planning media schedules -monitoring & administering the sales promotions programs for all the company's products or services.
Billings
the amount of client money agencies spend on media purchases and other equivalent activities. Billings are often used as a way of measuring the size of advertising agencies.
Alternative mass media can have an effect on
the communication process as a result of information processing and qualitative factors.
Independent variables are
the controllable components of the process.
Other scientific disciplines such as -economics, -sociology, -anthropology, -philosophy, -semiotics, -neuroscience, and -history are
the cross-disciplinary perspectives that have -broadened the realm of methodologies used to study consumers and -have provided additional insights into consumer decision process.
Advertising Manager
the individual in an organization who is responsible for the planning, coordinating, budgeting, and implementing of the advertising program.
Message
the information the source hopes to convey
The creative development and execution of the advertising message are crucial parts of a firm's IMC program and are:
the key to the success of a marketing campaign.
A firm would continue to spend advertising/promotional dollars as long as
the marginal revenues created by these expenditures exceeded the incremental advertising/promotional costs.
Source/Sender
the person or organization that has information to share
The optimal expenditure level is
the point where marginal costs equal the marginal revenues they generate.
Message strategy
the primary tactic or approach used to deliver a message or theme.
Consumer behavior is best viewed as
the process and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products & services to satisfy their needs & desires.
Decisions regarding each variable should considered their impact on:
the various steps of the response hierarchy the message receiver passes through.
Marketers recognize that while problem recognition is often a basic, simple process,
the way a consumer perceives a problem, and becomes motivated to solve it, will influence the remainder of the decision process.
The creative execution style is
the way advertising appeal is presented in the message.
For communication to occur,
there must be some common thinking between two parties and info must be passed from one person to another.
What is the basic task of marketing?
to combine the four controllable elements (the marketing mix) into a comprehensive program that facilitates exchange with a target market.
What is Apple's goal of IMC
to create and sustain a single look or message in all elements of a marketing campaign. Apple's general look or "brand essence" is applied across every single thing they design. At Apple, that message is less is more. Everything about the Apple brand suggests that less is more. This philosophy is carried through to the brand's instruction manual, packaging, advertising and in the design of Apple products.
A third option is:
to form a separate agency within the firm, an in-house agency.
Noise
unplanned distortion or interference
When does noise occur?
when the fields of experiences of the sender and receiver don't overlap . This lack of common ground may result in improper encoding of the message - using a symbol, sign, or words that are unfamiliar or have different meaning to the receiver.
The destination variable is
when the initial message recipient may pass on information to others through word-of-mouth.
A creative strategy that focuses on what must be communicated
will guide the selection of all messages used in the as campaign.