ADV 318J Exam 4, 318J Dudo Final (ppts & some bk terms)

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PR brings up idea of

"buzz building" *more ab corporate communication

A huge component of PR is about....

"managing the many varied perspectives and opinions" that surround a brand/org, it's about understanding these perspectives, finding common ground, and "designing strategic communication that's derived from the common ground"

1,000 to 5,000

# of ads the average consumer encounters each day

Ted Talk- School Kills Creativity

*add notes*

Crowdsourcing product innovation benefits/risks

+ : listening, engaged, trust, satisfaction, investment, wom - : no control, bashing, legal

Crowdsourcing ad campaign benefits/risks

+: new/cheap/unconventional ideas, new talent, empowers new - : exploits labor, prices down, erodes connections with agencies, lose sight of brand image, inconsistency

airport ads

- Dioramas - Cylinder showcases - SkyScreens - Baggage cart sponsorships

Structure of ADV and IBP Industry [A A E M A]

1) A-advertisers ( manufacturers/service firms, retailers/wholesalers, government, social orgs) 2) A- agencies (ad/promotion agencies) 3) E- External Faciliators (ad research/production/consultants/software firms) 4) M- media (broadcast, print, internet portals, interactive, support, conglomerate) 5) A- audience

PR is communication efforts that attempt to [FAB]

1) Foster goodwill btwn a firm and its many constituent groups 2) that help an organization and its public mutually Adapt to each other 3) a strategic communication that Builds mutually beneficial relationships btwn organization and their publics

Influencer Marketing and it's theory 2 step flow of communication

1) Organization- message is created 2) Opinion leaders-message is looked at 3) Public opinion- communicate message to media, opinion comes from the leaders

ADV is result of what factors? [C I M M]

1) capitalist economic systems 2) industrial revolution 3) modern branding 4) modern mass media

5 Trends of IBP Industry [ CC, MO, M, C, MM]

1) consumer control 2) media ownership 3) more media options 4) Crowdsourcing 5) Mobile Mkt

Professional Influencer Mkt. brands target _________ with hopes of making them ______.

1) experts *can influence product choices in area 2) advocates

Thorson and Moore's Strategic Planning Triangle

1) identify and profile target segments 2) consolidate the value proposition for the brand 3) select a mix of persuasion tools

Examples of Crisis in 1) Industry 2) Product 3) People

1) nuclear 2) tylenol recall 3) Tiger Woods

The Marketing Mix [4 P's]

1) product 2) place 3) price 4) Promotion

Objectives of Sales Promo: [TRLNCC]

1) stimulate trial use 2) stimulate repeat purchases 3) stimulate larger purchases 4) introduce a new brand 5) combat competition 6) contribute to IBP

Economic effects of adv (narrow to broad) [4 effects]

1) value 2) prices 3) competition 4) gross domestic product

2 Main Questions when it comes to PR and public opinion:

1) which publics are most important now & in future? 2) what do these people think?

Trends in Media Planning [MM G CE]

1. More Media 2. Globalization 3. Consumer Empowerment

PR and Internet Challenges (4 main ones)

1. less control 2. employees are spokespeople 3. gossip and rumors spread 4. dissatisfied customers have power *a brand will pay to monitor

basic model of communication (3 steps)

1. production (determine what is going in message) 2. negotiation (ppl see and interpret for themselves) 3. reception (receive message & decide what it means)

Eras of Advertising (timeline)

1800s- Industrialization 1875- PT Barnum 1918- 1920s 1929- Depression 1940>50s WW2 & 50s 1960- Creative Revolution 1970s 1980- Designer Era 1993- E-Revolution 2000- Consumer Empowerment

PT Barnum Era

1875 to 1918 consumer culture born babies being born characteristics: hyperbole, lots of copy, no real world context, no color

Creative Revolution

1960 to 1972 cultural revolution changes adv Characteristics: minimalistic, cleaner, self-aware, ironic, daring, more transparent

IMC

1990s and 2000s practice of using direct mkting tools to send a consistent, persuasive message to target audience emphasis on communication

E-Revolution

1993-2000 becomes clear that INT is changing, adv want results and ROI characteristics: can talk to each other, can talk ab the brand, can generate content

Type of Advertising Agency In house

ADV and IBP done from w/i a company

Maslow's Hierarchy of Needs

ADV creates needs

greenwashing

Advertising and marketing that misleads consumers about a product's environmental benefits.

50% ot 400

Americans say adv is out of control

Advertising Agency

An organization of professionals who provide creative and business services to clients related to planning, preparing, and placing advertisements.

Psychological Process [ A C A R BL]

Attention (ad clutter) Comprehension ( cognitive consistency) Acceptance Retention (psychological reactance) Brand Loyalty

Example of Price off Deals

Black Friday

Objectives of Corporate Marketing: [BBCPP]

Build image Boost employee morale/attract new employees Communicate org's views Position against competition Play role in IBP

Involvement Level via Motivation & Ability Central- Peripheral-

Central- cog processing= enduring activites Peripheral- cues = short-term attitude shifts

Clients, Creative, Agency

Clients- big ideas, risk adverse, tension with creative Creative- big ideas, only cares about self Agency- account executives meld objectives with creative

Media Planning Media Selection [ C E]

Competition- share of voice Efficiency- challenge, reach, frequency, gross impressions

"Not Business as Usual" movie

Consumers are expecting brands where basic human rights are being met, great entrepreneurs find a way to stitch money and social impact together, what's good for society is actually good for business George Lois- not a good role model

.... determines what ads are seen as acceptable or offensive.

Context (changes based on time & place)

Consumer Market-Sales Techniques: [CPPCSGRF]

Coupons Price-off deals premiums and advertising specials contests and sweepstakes sampling/trial offers gift cards rebates frequency programs

Three Basic Areas of Research [ D M R]

Development Messages Results

ADV means .... things to .... people

Different, Different

Types of Promotion Agencies [ D S E D PR]

Direct marketing Sales promotion event planning design public relations

Social Aspects of ADV (6) [ E I A C P]

Educates consumers Improves standard of living Affects happiness Reinforces stereotypes Class or Crass? Pulls String of Mass Media

EX of PR and Internet Challenge

FB employee leaks memo *consumer-generated anti-brand I h8 McDonalds

T/F If assembled brilliantly, an IBP campaign can effectively convey the brand's message to anyone who comes in contact with it.

False

Types of Advertising Agencies [ F C D I M]

Full service Creative boutiques Digital/interactive In house Media Specialists

" Art and Copy" video

George Lois- sycks Icons in teams are better adv was like an "old boys club" Bernbach put creative and copywriter in same room * add to notes*

4 Modes of Decision Making

Hobbies Risk Meaning Value

PR traits (there are ten, but 3 IMP ones)

IMP: Good listener enjoy uncertainty life-long learner the rest: gifted, patient & benevolent, energetic and dedicate, can think on demand, prescient, conflict mediator, don't need constant praise

Media Planning Media Objectives [ ITA GS T&C L]

Identify Target Audience- similarities, data, MRI NIELSON Geographic Scope- geo-targeting Time and Continuity- continuous (always on), pulsing (on then off), flighting (on hard, on soft) Length- creative requirement, budget, competition

IBP Plan fundamental components [ I SA O B S E E]

Introduction- summary, overview Situation Analysis- client & agency, critical factors Objectives- quantitative benchmarks, measurement methods, criteria, time-frame Budgeting- methods, amount, justification Strategy- concise, explain Execution- copy strategy, media plan, IBP tactics Evaluation- criteria, methods, consequences & contingencies

Relationship btwn MKT and IBP

MKT: 4 P's: price, promotion, place, product IBP: specifies strategy to be effective * must be consistent

Advertiser types [ M T G S]

Manufacter&Service- makes products and services Trade resellers- buy and resell Gov- $2 bill annually Social Org- supports causes & ideas

Trend 2: Media ownership

Media owned by fewer companies

Types of PR [Morgan Freeman Enjoys Cupcakes & Pies]

Media relations Employee relations Financial relations Corporate relations Public affairs

MAAMS [ EC IM CS B]

Multi-attribute attitude model Evaluative criteria Importance weights Consideration set Beliefs provides.... brand over compe., comprehensive understanding of mkt

Decision Process [N I P U]

Need recognition (emotional v functional) Info search and evaluation (internal v. external, evoked set, top of mind, comparison and criteria) Purchase post-purchase Use and evaluation (customer satisfaction, minimize buyer's remorse)

The web is revolutionizing...

PR

Influencer marketing emphasizes...

PR *focus is on individuals and groups

What works between Brand and the Public?

PR makes sure communication flows from brand to the consumer

Influencer Marketing types: [PI, PP, BM,CM]

Professional influencer peer to peer buzz & marketing corporate marketing

Creative Strategy objectives [ PBR KA P AA F A BI SM SD T]

Promote Brand Recall Key Attributes Persuade Affective Association action via Fear action via Anxiety define Brand Image brand Social meaning Social Disruption Transform

Objectives of PR [PeterGives People ICees (be)Cause (he) Loves Giving]

Promote Goodwill Promote Product Internal Communication Counteract Publicity Lobby Give Advice

Below the line promotion

Promotion that is not a directly paid-for means of communication but based on short-term incentives to purchase unmeasured

Who is the audience? [Peter Enjoys Consuming Layered Sweet Cake (with his) Mom]

Public, Employees, Consumers, Lay people, Shareholders, Community Groups, Media

Old Media ADV was ....

Pushed at potential consumers

Media Planning> Media Selection: Efficiency- formulas for Reach, Frequency, Gross Impressions

Reach: # of different people/ households exposed Frequency: # of times people see/ households exposed Gross impression: Sum of CPM

ADV meaning for.. Small Business CEO Artist Website Manager Sociologist

SB- gets ppl through door CEO- builds brand awareness and loyalty Artist-creative expression Website manager- drives people to their site Sociologist- cultural artifact

Creative Strategy objectives: Social Disruption Transform

SD- brand "gets it" T- transformational ads

STP Marketing: foundation 3 parts [ S T P]

Segmenting- break down diverse mkts into segments Targeting- choosing specific segments Positioning- emphasizing theme

IBP Plan

Specifies the strategy to implement an effective promotional campaign

Brand attitude

Summary evaluations that reflect how consumers think or/and feel about brands

The "twin masters"

The merging of creativity and strategy -ADV/IBP is "an art and a disciplined solution to a communications problem" -A creative idea is both original and right for the brand/product/target/audience

Share of Voice (SOV)

The ratio of a brand's advertising expenditures to total category advertising expenditures brand expenditures / total category expenditures

Above the line promotion

Traditional measured media advertising: any message broadcast to the public through conventional means such as television, the Internet, radio, and magazines. measured

T/F The traditional model of agency compensation is being challenged

True

T/F IBP research can help design more effective IBP efforts

True

Segmentation methods [ U D G G P B]

Usage patterns and commitments levels (heavy users, non users, brand loyal, switchers, emergent) Demographics- age, gender, race, material, SES, occupation Geography- country, region, state, city, neighborhood, geo-demographics Psychographics- activities, interests, opinions Benefits- what it gives

Advertisers must be prepared to work with agencies by understanding... [ V C O A L M]

Value- key vlaues Competition- mkt position Objectives- short/long term goals Audience- target Logistics- how to get product to audience Marketing- how fits into bigger picture

Why does advertising need creativity? [ V F C]

Visible - Creativity helps brand messages break through the clutter - if an ad isn't visible, it isn't memorable. Fresh - Creativity helps brands stay current, fresh, and top-of-mind. Connect - Creativity helps brands connect with consumers in meaningful, memorable ways.

Influencer MKT is a combination of...

Word-of-Mouth: 2+ consumer share an opinion directly Buzz-event that yields to excitement with brand...leads to publicity Viral- brand message that spreads quickly and exponentially among consumers (digitally)

Audience

a group of individuals who receive and interpret messages sent from companies and organizations

media impressions (from the book)

a product or brand is exposed to potential consumers by direct average, effectivness is judged by commercials

Target audience

a specific group of individuals singled out by a company or organization to receive brand messages

IBP Professions types [ A M C C E G P SM WD]

account planner media buyer creative director copywriter event planner graphic designer PR specialist social media expert web developer

"The Persuaders" Front Line Episode

ads are everything now, ads must break clutter Love marks *add to card*

cinema advertising (from the book)

ads that run in movie theaters *63% of ppl don't care

Creative Strategy objective: Action via Fear/ Action via Anxiety ads methods are...

ads where products will alleviate stress or fear or seem to methods: fear/anxiety ads

Consumers like pop advertising bc it places....

adv, brand, and consumers together at same place at same time

off-invoice allowance (from the book)

advertisers allow wholesalers and retailers to deduct a set amount from invoice they receive to merchandise

Tools of IBP

advertising sales promotion P-o-P billboards PR social networks event sponsorship product placement

To be successful in adv... you must understand that

advertising mirrors contemporary society

to create ads that resonate...they must

align with your products and consumer needs

The Big Pie

all the $ used to promote a brand

Consumer behavior

all things related to how humans operate as consumers complex/varied successful IBP

sponsor spillover (from the book)

an earlier sponsor may still get credit for being in the consumer's memory-even when a new brand is the sponsor

Advertising can be a persuasive message about an ......; it's not only just about projects

an idea

Advertising campaign

an integrated, coordinated series of ads and promotions that communicate a central theme or idea EX: Got Milk?

Promotion Agency

an organization of professionals who provide creative and business services to clients in preparing, planning, and placing IBP tactics

sponsorship activation (from the book)

any collateral comm or activity reinforcing same as leveraging

sponsorship articulation (from the book)

any collateral communication or activity reinforcing the link between a brand and an event

leveraging (from the book)

any collateral communication reinforcing the link between a brand and event

Advertisers "clients"

anyone using ADV/IBP to communicate about their brand

Consumer Behavior: psychological perspective

approaches consumer as systematic decision makers who process info (attitudes, memories, decision rules, cog. ability)

Consumer behavior: sociocultural perspective

approaches consumers as social beings whose behavior is directed by social forces SES, social class, living conditions, cultural nroms

Creative Strategy objective: Key Attributes Brand methods: [ U P]

associate key values, more mental effort methods: USP Price

Level of effects in an effective ad

awareness knowledge persuasion behavior

Salient beliefs

beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude

Trudy Hardy Quote

believe in BE and storytelling something that breaks clutter powerful to recall

Class of Traditional Support Media: [BTCD]

billboards transit and aerial advertising cinema advertising directory advertising

Campus Brand ambassadors

brand compensating and incentivizing that brand on campus -peer2peer marketing ex: American Eagle about novelty, creativity, and credibility

Types of PR: description Corporate relations

brand image and reputation

advertiser's want (three things)

brand loyalty conversion brand ambassadors

New tactics of New Media include.... (4 things)

branded entertainment internet influencer mkt mobile mkt

Objectives of PR: description Lobby

brands deal with government

External Facilitator type Production

broadcast, camera, lighting, songwriting, facilities, etc.

Primary Goal of PR [Bacon, Lettuce, Potato, Tomato]

build and maintain connections with public launch and establish brands persuade consumers to purchase to do anything to appease user of brand

Objectives of PR: description Promote Goodwill

build image through events, videos, etc.

ADV (basic) -differences from sales promo

builds brand image intangible value long term brand loyalty difficult to measure repeat purchase

Cognitive dissonance

buyer's remorse

Types of Sales Promotion: consumer marketing promo

can be price promos or not, way to get consumer to use brand instead of competition *coupons/ecoupons, price off deals, premiums, contests, sweepstakes, sampling/trial, loyalty/frequency program, gift cards

aerial advertising (from the book)

can involve airplanes signs/blimps

Type of Advertising Agency Full Service

can meet all promotional needs of a client

Trend 5: Mobile Marketing

can reach consumers everywhere tactics: location-based adv, sponsoring apps, short message service, PUSH notifications

Focus Group + / -

can't generalize +: depth in detail, flexibility, context -: no breadth, personalities

push money (from the book)

carried out through program in which retail salespeople are offered a monetary reward for featuring brands with shoppers

interpersonal abrasion

clash of people from which communication shuts down and new ideas get slaughtered

transit ad- (from the book)

close cousin to billboard

How do agencies get paid? (four ways) [ C M F P]

commission mark up charges fee system pay-for results

Types of PR: description Employee relations

communicates info to employees

Types of PR: description Financial relations

communicates with shareholders

Type of PR tool: Controlled media

company controls use and placement ex: house, corporate and institute advocacy, PSA ads, publications, annual reports, speakers, photos, films, displays, staged events

Factor 1- emergence of capitalist economic systems (four parts)

competition must increase demand needing more tools = advertising

Product placement is effective because...

complements rest of IBP celebrity connections match between production and media ex: James Bond & Fancy Cars

Traits of Creatives

confident child-like unconventional hardworking independent internally drive risk takers high tolerance self promoters

soft sell is all about ...

conjuring authenticity

Types of Sales Promotion [CM,TM,BM]

consumer marketing trade marketing business-sales marketing

ADV role in differentation

consumer perceives brand as different, unique chai tea brands

Contests

consumers compete for prizes based on skill or ability

Trend 1: Consumer control

consumers have more control web blogs time shifting (reduces ad viewership by 30%, e-wom is effective, lots of money into internet)

3 Types of PR Too's [CUS]

controlled uncontrolled semi-controlled

Price off Deals advantages

controlled by manufacturer positive price comparisons increase belief in value of known brand

Madison & Vine Hollywood and NYC

convergence of Entertainment and Advertising

Creative Strategy objective: Define Brand Image methods: [ I ]

convey meaning of brand methods: image ads

Types of Corporate Adv [IACG]

corporate Image Advocacy Cause Green

type 3 corporate v brand advertising

corporate- adv attempts to create a favorable attitude toward a company brand- adv that communicates about a specific brand

CPRP (cost per rating point)

cost of commercial time/program rating

CPM-Target Audience

cost of media buy/ target * 1000

CPM (cost per thousand)

cost of media buy/ total audience * 1000 amount it will cost to reach 1,000 potential customers with a particular advertising type and time slot

Type of Advertising Agency Creative Boutiques

creative concept development and services-idea factories

It takes ......... to find media vehicles that speak to very specific customer profiles

creative vision

Ted Talk: Dao Nguyen- What Makes Something Go Viral? her main point

cultural cartography ex. of categories: humor, "me", "helps me", "us", "makes me feel: -not looking at what video/product is...looking into what people are thinking & how helps in real life? *extra notes* *Buzzfeed Baby Goats **live streamed, thousands of views bc of.. 1) community participation in shared anticipation 2) what are ppl thinking when something goes viral? 3) how is it helping users in brand?

Creative Strategy objective: Persuade methods [ RW HS C T D I ]

deals with competition, more mental effort, used less Reason Why ads Hard Sell Comparison Testimonials Demonstration Informercials

Social and ethical dimensions of advertising are....

debatable, different for each person

Ethical Aspects of ADV (2)

deception puffery

PR strategies: Reactive

defensive approach focus: problems external pressure quell negative publicity and brings back positive

buzz marketing (bk definition)

defined as creating an event or experience that yields convos about the brand

Advertising must be effective. Clients demand that ads produce..... and "coolness" alone is not a result

demonstrable results

Effective positioning must.... four themes- [ B U C H]

demonstrate value to target mkt Benefits: focus on the advantages User: focus on a target audience Competitive- competition Hybrid- combo of all themes

ADV role in positioning

design a brand to occupy a distinct place in a consumer's mind

Type of Promotion Agency Sales Promotion

design and implement sales promo

Types of Sales Promotion: business-marketing sales promo

designed to cultivate buyers in organizations or corporations who are making purchase decisions about a wide range of products *trade shows, premiums, incentives, loyalty/frequency programs

In diverse markets, you must ..... and ...... to specific segments of potential consumers.

develop market specific brands

Branded entertainment

develop and support of any entertainment property with a primary obj. to feature one's brand in an effort to connect with consumer

Corporate advertising helps...

develop overall image

Types of PR: description Media relations

developing and maintaining media contacts

Ads seek to .... their brand by highlighting a ....

differentiate specific value

type 2 ADV direct v delayed

direct- asks consumers to act immediately delayed- builds brand awareness and perception over time

Advertisments

distinct messages designed to persuade

Creative Brief parts [ A O P MT S C]

document with guidelines, directs creativity & prevents conflict Audience Objective Personality Message Theme Support Constraints

Process to get experts to become advocates...

don't waste their time encourage trial use focus on benefits commit long-term >must build trust

Point of Purchase advertising: objectives [DSIM]

draw attention to retail stimulate trial use stimulate increased/varied use maintain purchase loyalty

The key challenge for ADV is to....

effectively community the brand

The harsh truth...

elicits a desired meaning is incredibly difficult

A PR person must be...

emotionally intelligent (empathetic)

Coupons

entitle a buyer to a price reduction for a product or service

branded experience (from the book)

essence of experiential marketing, refers to consumer experience itself

Consumer behavior is ..... It is not.....

essential logical/systematic

Corporate Marketing aims to...

establish a favorable attitude toward a company as as whole

Types of Corporate Adv: description advocacy

establish position on issues

STP strategies must...

evolve -must re-asses

Contests/Sweepstakes advantages

exciting and interesting

PP has...

existing media entertainment

t/f Consumer behavior is often straightforward and consistent

false

t/f the advertiser's work is done after purchase

false

t/f any research conducted to inform IBP is good

false -only quality research can help

Deception

false or misleading claims made about the quality, price, or purpose of a product tricky to identify

Yoga Lululemon PR example

faulty product, see-through leggings gave full refunds & made a joke campaign "we want to be transparent with you

WW2 ads had...

fear and anxiety

How do agencies get paid? Pay-for-Results

fee based on achieving specific results, awareness shifts, better brand ID

Types of Corporate Adv: description cause

firm affiliation with social cause

Corporate Advertising features....

firm..not one of the firm's brands ex: HP rules of the garage

How do agencies get paid? Fee system

fixed fee, hourly rate, contract ex: lawyers

PR (basic & basic use of media)

focus on organization maintain public goodwill addresses more audience long term "earned media" - persuade to give free coverage little control over message more creative

Risks of Frequency programs [FLTAB]

focus on price legal challenges time and expensive alienate loyal consumer borrow from future sales

ADV (basic & basic use of media)

focus on product/service consumer awareness fewer audience short-term image - buy media coverage complete control not as credible

reactive public relations strategy (bk definition)

focuses on problems to be solved rather than on opportunities and requires a company to take defensive measures

types of premiums/specials: (from the book)

free self-liquidating advertising specialties

Publicity (bk definition)

free media exposure about a firm's brand

Puffery

generic superlatives, hyperbole

Sampling/trialing

giving a consumer a chance to use a brand on a trial basis with little to no risk

Audience Geography [5 ways to be broken down]

globally internationally nationally regionally locally

Transit Ads

good message repetition timely purchase location urban environments good geographic demographic segmentation subtle

Clients must evaluate the ...... with agencies

goodness-of-fit

Mobile marketing has..

grown a lot $40 to 120 billion in 2017

proactive public relations strategy (bk definition)

guided by marketing objectives, seeks to publicize a company and its brand, should serve to build goodwill and buzz for a brand

Crisis Management priori:

have CM teams have the plan in place get a spokesperson state clear messages and have swift responses

Direct marketing initiatives

help reinforce any of the goals along with the product

PR goal of influencer marketing is to...

help trusted sources take an advocacy position for their brand *ripple effect

Objectives of PR: description Give Advice

helps brand managers with communication issues

ADV role in segmentation

heterogeneous to homogeneous orange juice diff. brands

Brand loyalty

high involvement, high experience a favorable attitude toward and consistent purchase of a single brand over time

Extended problem solving

high involvement, low experience used for cars, home remodel

Audience categories (5 types) [H B P G T]

household consumers business members professionals government employees trade members

Crisis Communication (bk definition)

how to communicate and respond with the public and stakeholders in times of problems

peer-to-peer programs (bk definition)

idea is to give influencers fun or provacative things to talk about

public audit

identifies the characteristics of a firm that are positive and noteworthy -people are questioned to find info -needed when PR Crisis

Sales Promotion (basic) -differences from ADV`

immediate action tangible value short-term profits encourages brand switching easy 2 measure results trial use

Objectives of PR: description Internal Communications

improves internal relations

merchandise allowances (from the book)

in form of free products packed with regular shipments, are payments to the trade for setting up and maintaining displays *less payment at then would have to be spent

Types of Sampling/trialing: [IDMNPM]

in-store door to door mail newspaper package mobile

Coupons advantages

incentive brand switch controlled time repeat purchases regular users swithc

trade-market sales promo techniques [IASC]

incentives allowances sales-training programs cooperative advertising

directory advertising (from the book)

includes all local phone directory and local business adv books *8billion limited flexibility for creative execution

Advertising spending has

increased 2017: $643 billion

Even a great message will be ... if it does not reach the proper audience

ineffective

Advertising in branding influences brand development and management in 5 ways [ I I L I T]

information introduction loyalty image trade loyalty

Creativity emerges from.......; from forging novel connections - James Webb Young

integrating seemingly unrelated concepts

corporate advertising (bk definition)

intended to establish a favorable attitude towards a company as a wjhole

long term pop advertising (from the book)

intended to provide pop presentation for more than six months

Consumer purchasing behavior is largely driven by....

interpersonal communication

Marketers want to move from.... to .....

interruptive to engagement

Price off deals disadvantages

inventory and pricing problems

event sponsorship (from the book)

involves a marketer providing financial support to help fund an event *marketer acquires right to display brand on-site assist in brand-buidling agenda involve consumer identity passion and sense of self

IBP as a social process

involves constant negotiation among groups of people with strong different opinions and motivations

viral marketing (bk definition)

involves market to consumers via digital or through personal contact *30% of online wom is stimulated by traditional media

"Generation Like" Video

kids becoming famous, getting sponsored through social media & likes (Hunger Games girl) *add to card*

Trend 4: Crowdsourcing

lets consumers contribute to the brand

Creative Strategy objective: Affective Association methods: [ FG H SA]

liking something enough to purchase through feelings methods: Feel Good Humor Sex-Appeal

Habit/variety seeking

low involvement, high experience ex: cereal

Limited problem solving

low involvement, low experience used by consumers when some effort is required in deciding the best way to satisfy a need

Type of Promotion Agency Direct Marketing

maintain and manage databases of mailing lists

Type of Promotion Agency PR

manage relationship with brand's public

A huge component of PR is about _____________________ that surround a brand -looks at what consumers __________________

managing the varied perspectives/opinions are saying to each other about the brand

Rebates and refunds

manufacturer offers to return a certain amount of the money to the consumer who purchases a product or service

slotting fees (from the book)

manufacturers direct cash payments to induce food chains to stock an item *product introduction fee

Factor 3- the emergence of modern branding

manufacturers must distinguish theirs over another, gives power to manufacturers

free-premium (from the book)

marked packages

experiential marketing (from the book)

marketing of and with consumer experience as a form of IBP with such as concerts, musioc

Factor 4- the rise of modern mass media

mass circulation branding =adv (now flourishing and supporting mass media)

IBP tools [ MM, SP, POP, B, PR, SN, ES, PP

mass media sales promotion pop billboards pr social networks event sponsorship product placement

Factor 2 of Industrial Revolution

mass produced goods transportation urbanization = adv

point of purchase advertising

materials used in the retail setting to attract shoppers' attention to a brand, convey primary brand benefits, or highlight pricing information

word-of-mouth...

matters

Contests and sweepstakes disadvantages

may focus more on game then brand obscures IBP complex legal requirements

Trend 3: More media options

means more fragmentation and more IBP tactics we now have more media spend increasing portion of ADV budget on IBP tactics

event sponsorship measurement: definition models (from the book)

measuring experiential marketing with sponsors or partnered brands models: event sponsor fit, attitude, event social responsibility, sponsorship awareness, image transfer, affect transfer, brand meaning transfer, sponsorship patronage

Type of PR tool: Uncontrolled media

media control use and placement ex: news release, features, fillers, press conference, PSAnnoucement, media tours, bylined articles, talk and interview shows)

Richards Group Speaker

media planning is always changing and evolving ads need to 1- reach audience 2- make things resonate with brand 3-how people interact with world avg. person spends 2 days on media avg adult spends 50% of time with media tablets are on the rise process- invented>content is created>monetized adv pays for free access to media and always has digital is joining tv content Mark Zuckerburg "10 to 15 yrs is the life span of technology" most companies are owned by facebook and google -apps is now about technology understanding us mobile and apps are main platforms

Types of allowances: [MSBO]

merchandise allowances slotting fees bill-back allowances off-invoice allowance

Billboards Disadvantages

message limits location influences impacr

1920s

modernity creates a cycle that sustains adv the new things are shifting towards prosperity but adv risks modern life & remedies Characteristics: women are target (80% of household budget) stress science and technology social-material relationships

"Today's web-enabled world, consumers can talk about brands like never before, PR people must _____________&________________ these discussions"

monitor co-manage

why do you need to mix the two?

more media options, time-shifting (more ad clutter than ever before)

New media technology gives us

more power to avoid people becoming psychologically resistant

Why is there a shift to sales promo?

more pressure for short-term increases need for accountability cheaper than traditional media measure effectiveness more sophisticated short-term price reduct. combat parity retailers have more power

Types of Sales Promotion: trade-marketing promo

motivates distributors, wholesalers, and retailers to stock & feature a firm's brand in their store merchandising programs or e-commerce or mobile platforms *pop displays, sales person incentives, allowances cooperative advertising, sales training

Creative efforts........ client objectives

must/always serve

Traditional media is being supplemented by....

new ways to reach customers

Types of Corporate Adv: description corporate image

not influence sales favorable disposition

Efficiency measures say....

nothing about the quality of an ad

IBP

now same practice remains but the emphasis goes further and focuses on brand-building

Objectives for Trades-Market sales promo [OIEI]

obtain initial distribution increase order side encourage cooperation with consumers increases store traffic

consumer event congruity fit (from the book)

occurs when consumer participation in the event enhances the persuasiveness of the event and causes the participants to think more positively about the sponsor and increases the desire to patronize the sponsor *perception is key

2%

of $378 billion was spent on product placement in 2014

PR strategies: Proactive

offensive approach focus: opportunities brand's marketing objectives publicize brand and public goodwill

price off deal

offer consumers a reduced price at pop through specially marked packages

Frequency programs

offer customers discounts or free products for repeat patronage aka continuity programs

Ted Talk- Social Media and the End of Gender Johanna Blakley

one way new media may change ADV social media will dismantle gender bc people are going to their "taste communities"

Brands must find ways to..

operate in this new media ecosystem and connect with potential customers in meaningful ways *which they evade through BE and PP*

Type of Promotion Agency Event Planning

organize, implement, and promote events

Support media (from the book)

outdoor signane transit/aerial advertising cinema advertising directory advertising packaging

Attitude

overall personal evaluation of brand

PP & BE growth may slow because [OSMC]

oversaturation, loss of novelty success chance, unpredictable mkrs and producers don't always agree consumer resistance

It is best for a brand when there's a crisis to...

own the problem and seek to correct it quickly -responses are critical

Three criteria for advertising

paid for delivered via media aims to persuade

Brands will pay to be...

paid to be made fun of -Ex: Stephen Colbert

Influencer marketing

personalized marketing techniques directed at individuals or groups who have the credibility and ability to drive positive !word-of-mouth! in a broader, relevant segment of the population

Types of PR: description Public affairs

political and regulatory issues

Product Placement

practice of placing any branded product into the content and execution of established entertainment media

In today's word, PR must __________ and be _______ and ________

preserve brand's public image mindful of image connection to other brands

Tools of PR: [PFCISP]

press releases feature stories company newsletter/enewsletter interviews/press conferences sponsored events marketing publicity

Objectives of PR: description Promote Product

press releases, increases brand awareness

Objectives of PR: description Counteract publicity

preventing bad images & knowing what to do next when it does happen

Types of Advertising (3 types)

primary v selective demand direct v delayed response corporate v. brand advertising

Type 1 ADV primary v. selective demand stimulation

primary- adv attempts to drive demand for entire product category selective- adv that attempts to drive demand for a particular

2 Types of PR Strategies

proactive reactive

IBP is a and uses a...

process wide range of tools

Marketing

process a business/org uses to satisfy consumer needs and wants through goods and services

word-of-mouth (bk definition)

process of encouraging consumers to talk to each other about a firm's brand/marketing *powerful influence

Symbolic value

product provides a service to a consumer in some nonliteral way

How do agencies get paid? Markup Charges

production cost + fixed % created to compensate for the rise in non-trad. IBP

New Media

proliferates technology and consumer control are reshaping the comm environment

Packaging

promos benefit to advertising has name and logo communicates value shows image and quality ex: Puma

ADV is a tool used to

promote brand -businesses of all sizes need and use these tools

External Facilitator type Software

provide specialized software to gather and analyze data

External Facilitator type Research

provide, collect, and analyze relevant data

event social responsibility (from the book)

provides an opportunity for sport sponsor to demonstrate good corporate citizenship, generate positive word of mouth, boost attendance and patronage intent *can take many forms, provides a captive audience for a sponsor,

bill back allowance (from the book)

provides retailers a monetary incentive for featuring a marketer's brand in either adv or in-store displays *marketers require retailer to verify and provide a bill

We're tired of this adv barrage; we've become more

psychologically resistant

What is the greatest asset any organization could have and sometimes can erode (which is bad for the brand)?

public goodwill

PR programs are built on considering .....

public opinion

reactive strategy needs (2 things)

public relations audit id of vulneraibilities

What advertising isn't...

public relations/publicity PSAs (pro-social and non commercial message) personal selling, sales promo

New Media Consumers now ...

pulls media messages

Sweeping shift in ADV and IBP...it's from " " to " "

push to pull

Dudo's Main Point ab Viral

random chance matters -situation brands may want their message to piggyback on these ideas

Consumers as decision makers: two types

rational- cog judgements heuristic- mental shortcut

Coupon disadvantages

redemption time cost coupon fraud

influencer marketing (bk definition)

refers to a series of personalized marketing techniques directed at individuals or groups who have credibility and capability to drive positive word of mouth in a broader and salient segment of the population *advocacy message from trusted source

brand equity (from the book)

refers to at. of $$ the brand is valued at

green marketing

refers to corporate efforts that embrace a cause or a program in support of the environment

PR is about....

relationship maintenance

PR people must maintain......

relationships with people outside of brand & must understand their relationship with them

self-liquidating premium (from the book)

requires a consumer to pay most of the cost received as a premium *only works with loyal consumers

External Facilitator types [ R C P S]

research consultant production software

Area of Research: Results types [ R V T M ]

research done after IBP program reliability validity trust meaning

Area of Research: Development types [ D C A F P F ]

research done before *primary source types: Design Thinking- brainstorm Concept thinking- feedback Audience profiling- targets Focus groups- 6 to 10 members Projective techniques- emotion Field Work- observation

Area of Research: Messages types [ B G C PP]

research done during *secondary source types: Brand- data w/i Government- data from gov Commercial- business data Professional Publications-journalism reports

IBP research

research that helps in the development, execution, or evaluation of advertising and IBP

good brand entertainment leaves ...

room for co-creation, speculation, interaction, and it's transformational advertising

push strategy (from the book)

sales promo directed at the trade to help push a brand into the distribution channel until it reaches the consumer

advertising specials (from the book)

sales promo with message placed on useful item, given free to consumers, no obligation to purchase *allows firm to try to sell its co. and brand

An Effective ad must...

satisfy consumer and advertiser objectives

Two categories of POP advertising (from the book)

short term permanent long-term

Creative Strategy objective: Promote Brand Recall methods [ R S POP]

simple premise, becomes evoked set, parity products and low involvement methods: Repetition Slogans/Jingles Point of Purchase Branding

Ads do not have a...

single meaning (each member decides what meaning to take away from an ad)

PR Plan [SBRCME]

situation analysis program objectives program rationale communication vehicles message content evaluation

Type of PR tool: Semi-controlled media

some control, but some not ex: communication websites, special events and sponsorships, word-of-mouth, buzz

Type of Promotion Agency Design

specialize in design and graphics

External Facilitator type Consultants

specialize in different aspects of IBP- media, creative, etc.

Type of Advertising Agency Media Specialist

specialize in media strategy and buying

Type of Advertising Agency Digital/interactive

specialize in web-based mkt

Creative Strategy objective: Brand Social Meaning methods: [ SOL BE PP]

specific social setting, differentiate methods: Slice of Life Branded Entertainment Product Placement

Press release... (lecture)

standardized pitch quality journalism

Message development determines if the IBP efforts will....

succeed/fail. this is when creatives turn clients needs into IBP

Types of Corporate Adv: description green

support natural environment ex: Deepwater Horizon oil spill

To generate buzz you need... (5 things)

talkers topics tools taking part tracking

Ted Talk: Kevin Allocca: Why Do Videos Go Viral? three main things: Audience defines.....

tastemakers community participation unexpectedness -shows that the new culture is that audience defines popularity *extra notes* *48 hrs of YouTube posted every minute *EX: Nyan cat, Double rainbow, Bike in NYC, Friday by Rebecca Black

Bill Bernbach thought...

that research impeded good advertising smetimes

Brand entertainment key things.. (3)

that the brand creates the content seeks to entertain and tell stories connect with consumers

Creative abrasion

the clash of ideas, abstracted from the people who propose them, from which new ideas and breakthroughs can evolve

BE has..

the entertainment would not exist without marketer

What is crisis management?

the managing and handling of a (potential) crisis facing a brand

Integrated brand promotion

the process of using a wide range of promo tools working together to create widespread brand exposure

Sales Promotion

the use of incentive techniques that create a perception of greater brand value among consumers or distributors *not "sexy" but becoming more popular

Sales promotion (bk definition)

the use of incentive techniques that create a perception of greater brand value among consumers, trade, business buyers *intent is to generate short-term increase in sales by motivating trial use, encouraging larger purchases, & stimulating repeat purchase

Traditional Support Media: purpose

to reinforce a message being delivered through other media

Controversial products in ADV

tobacco alcohol gambling prescription drugs

Business-market sales promo techniques [TGPTF]

trade shows business gifts premiums/specials trial offers frequency programs

Old Media

traditional media used to send messages to consumers about brands

How do agencies get paid? Commisions

traditional, based on money adv spends on media, 15% of airtime fee, in flux

T/F In our consumer-powered world, advertising remains a primary tool in IBP.

true

premium (from the book)

type of CMS items offered free/reduced price with purchase of another item

advocacy (bk definition)

type of corporate advertising attempts to establish an org's position on important social/political issues

cause-related (bk definition)

type of corporate advertising features a firm's affiliation with important social or societal cause

Advertising is only one...

type of tool used for promotion

Short term pop advertising (from the book)

used for six months or less

out of home media advertising (from the book)

varios adv venues that reach local audiences

A crisis for a brand can be

visible and long-lasting

Validity is....

vital

We must be .... of presuming that ads have strong, direct effects on behavior

way

why do brands want brand ambassadors?

we influence a lot blank slates peer to peer- breaks more clutter and makes brand more appealing

Social value

what a product means in a societal context

validity, reliability, generalizability

what makes good research?

brand awareness (from the book)

when a consumer knows about the brand and its offerings

Media Planning [ P C MV MM]

where $ is spent Plan Class Media Vehicle Media Mix

Billboards advantages

wide local exposure captivating around the clock exposure can address immediate need new digital technology is being use

Sweepstakes

winners are picked by chance

Professional influencer marketing programs (bk definition)

wom comm that refers a brand has a strong impatc in new customers *systematic seeding of conversations involving a consuemr

ADV influences...

world commerce and our daily experience

Paula Dean- Type 2 Diabetes Example bad PR- why?

wrong tone forced talking points -inappropriate lack of knowledge defensive

Validity Error example

you think you're measuring "favorability toward a brand," when what you're really capturing is "favorability toward an ad"


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