Advertising Test #1

Message

contains the information or meaning the source hopes to convey. The message may be verbal or nonverbal, oral or written, or symbolic. Messages must be put into a transmittable form that is appropri- ate for the channel of communication being used. In advertising, this may range from simply writing some words or copy that will be read as a radio message to producing an expensive televi- sion commercial. For many products, it is not the actual words of the message that determine its communication effectiveness but rather the impression or image the ad creates.

Promotion

coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services While implicit communication occurs through the various elements of the marketing mix, most of an organization's communications with the market- place take place as part of a carefully planned and controlled promotional program. The basic tools used to accomplish an organization's communication objectives are often referred to as the promotional mix

Marketing Plan

Describes overall marketing strategy and programs for an organization and includes: Detailed situation (SWOT) analysis: Internal Analysis/External Analysis. Specific marketing objectives with time-frame and mechanism for measuring performance. Selection of target market(s) and plans for the four elements of the marketing mix. Program for implementing the marketing strategy Process for monitoring and evaluating performance.

Integrated marketing communications plan

Developing, implementing, and controlling an organization's IMC program

Encoding

involves putting thoughts, ideas, or information into a symbolic form. The sender's goal is to encode the message in such a way that it will be understood by the receiver. This means using words, signs, or symbols that are familiar to the target audience.

Receiver

is the person(s) with whom the sender shares thoughts or information. Generally, receivers are the consumers in the target market or audience who read, hear, and/or see the marketer's message and decode it

Direct Marketing

direct efforts to target an audience via the internet, direct mail, telemarketing, and catalog selling

Channel

Facilitates communication between sender and receiver. Non-personal channel or mass media Lacks direct, interpersonal contact between the sender and receiver. Personal channel - Direct communication between two or more persons Word-of-mouth (WOM): Informal communication among consumers about products and services. Buzz marketing: Generating positive word-of-mouth discussion.

Inherent drama

Finding a major selling idea that uses consumer benefits as a foundation, with an emphasis on presenting these benefits in a theatrical way is the___ approach

Communication Success depends on the:

Nature of the message Audience's interpretation Environment in which it is received

Source

Person involved in communicating a marketing message. Direct source - Delivers a message and/or endorses a product or service. Indirect source - Draws attention to and enhances the appearance of an ad. Celebrities CEOs Experts Typical Persons

Integrated marketing communications management

Planning, executing, evaluating, and controlling the use of the promotional-mix elements to effectively communicate with target audiences

Model of the Communication Process

Source/Sender-->Encoding-->Channel Message-->Decoding-->Receiver-->Response-->Feedback

Counterargument

are thoughts the recipient has that are opposed to the position taken in the message. he likelihood of counterarguing is greater when the message makes claims that oppose the receiver's beliefs. For example, a consumer viewing a com- mercial that attacks a favorite brand is likely to engage in counterarguing. Counterarguments relate negatively to message acceptance; the more the receiver counterargues, the less likely he or she is to accept the position advocated in the message.

Risks of Using Celebrities

The celebrity may overshadow the product being endorsed The celebrity may be overexposed, reducing his or her credibility The target audience may not be receptive to celebrity endorsers The celebrity's behavior may pose a risk to the company

a Message

The encoding process leads to the development of

Integrated Marketing and Communicaiton

The process of assimilating mass-media advertisements with other promotional elements such as direct marketing, public relations, and sales promotion is known as:

Poets

The proponents of creative advertisements are also called ___

response

The receiver's set of reactions after seeing, hearing, or reading the message is known as a response. Receivers' responses can range from nonobservable actions such as storing information in memory to immediate action such as dialing a toll-free number to order a product advertised on television.

Digital/Internet Marketing

The use of social media platforms.

Humor Appeals

They can attract and hold attention They are often the best remembered They put the consumer in a positive mood

Hierarchey Effects model

awareness-->Knowledge-->liking-->preference-->conviction-->purchase Hierarchy of effects model - Shows the process by which advertising works shows the process by which adver- tising works; it assumes a consumer passes through a series of steps in sequential order from initial awareness of a product or service to actual purchase. A basic prem- ise of this model is that advertising effects occur over a period of time. Advertising communication may not lead to immediate behavioral response or purchase; rather,a series of effects must occur, with each step fulfilled before the consumer can move to the next stage in the hierarchy.

Creditability

recipient sees a source as having a relevant knowledge, skill, or experience and trusts the source to give unbiased objective information

Campaign Theme

should be a strong idea, as it is the central message that will be communicated in all the advertising and other promotional activities. The theme for the advertising campaign is usually expressed through a slogan or tagline that reduces the key idea into a few words or a brief statement. The advertising slogan should serve as a summation line that succinctly expresses the company or brand's positioning, as well as the message it is trying to deliver to the target audience

the many factors that marketers consider when choosing a celebrity to serve as an advertising spokesperson

spokesperson Among the most important are (1) the celebrity's match with the target audience and the product/service or brand, (2) the overall image of the celebrity, (3) the cost of acquiring the celebrity, (4) trustworthiness, (5) the risk of controversy, and (6) the celebrity's familiarity and likability among the target audience.

Feedback

that part of the receiver's response that is communicated back to the sender. Feedback, which may take a variety of forms, closes the loop in the com- munications flow and lets the sender monitor how the intended message is being decoded and received.

comprehension

..

Models of the Response Process

AIDA Model Hierarchy of effects model innovation-adoptions model information processing model

Marketing Objective

A___ is defined as a statement of what is to be accomplished through marketing activities They are often stated in terms of sales, market share, or profitability.

Advertising Creativity

Ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems

Internalization

Adopting the opinion of a credible communicator and the belief that information from this source is accurate This slide can be used to discuss about source credibility and to introduce the concept of internalization. Credibility is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information. There are two important dimensions to credibility, expertise and trustworthiness. Information from a credible source influences beliefs, opinions, attitudes, and/or behavior through a process known as internalization, which occurs when the receiver adopts the opinion of the credible communicator since he or she believes information from this source is accurate

Creative

Ads are often called _____

Promotional Mix

All communication from the marketer designed to persuade, inform, or remind potential buyers of a product in order to elicit a response of influence an opinion. Traditionally the promotional mix has included four elements: advertising, sales promotion, publicity/public relations, and personal selling. However, in this text we view direct marketing as well as the digital/Internet active media as major promotional-mix elements that modern-day marketers use to communicate with their target markets. Each element of the promotional mix is viewed as an integrated mar- keting communications tool that plays a distinctive role in an IMC program. Each may take on a variety of forms. And each has certain advantages.

Aida Model

Attention--> interest -->desire--> action-- Depicts the stages in the personal selling process was developed to represent the stages a salesperson must take a customer through in the personal-selling process.27 This model depicts the buyer as passing successively through attention, interest, desire, and action. The salesperson must first get the customer's attention and then arouse some interest in the com- pany's product or service. Strong levels of interest should create desire to own or use the product. The action stage in the AIDA model involves getting the customer to make a purchase commitment and closing the sale. To the marketer, this is the most important stage in the selling process, but it can also be the most difficult.

Innovation-Adoption Model

Awareness-->interest-->evaluation-->Trial-->Adoption Shows the stages a consumer passes through in the process of adopting a new product evolved from work on the diffusion of innova- tions.31 This model represents the stages a consumer passes through in adopting a new product or service. Like the other models, it says potential adopters must be moved through a series of steps before taking some action (in this case, deciding to adopt a new product). The steps preceding adoption are awareness, interest, evaluation, and trial. The challenge facing companies introducing new products is to create awareness and interest among con- sumers and then get them to evaluate the product favor- ably. The best way to evaluate a new product is through actual use so that performance can be judged.

To develop an effective marketing mix, marketers must:

Be knowledgeable about the issues and options of each element of the mix. Know how to combine the elements to form an effective marketing program. Analyze the market and use the data to develop the marketing strategy and mix. The proper marketing mix does not just happen. Marketers must be knowledge- able about the issues and options involved in each element of the mix. They must also be aware of how these elements can be combined to form an effective market- ing program that delivers value to consumers. The market must be analyzed through consumer research, and the resulting information must be used to develop an overall marketing strategy and mix.

Inherent Drama

Characteristic of a product that makes the consumer purchase it Advertising should: Be based on a foundation of consumer benefits Emphasis on the dramatic element in expressing those benefits This slide can be used to discuss the use of inherent drama as a way to develop a major selling idea for an advertising campaign. The inherent drama approach is used often used in advertising for companies/brands such as McDonald's, Maytag appliances, Kellogg cereals, and Hallmark cards. A unique aspect of this campaign was giving consumers the ability to go to a website, choose the card that is given to the person in the ad, then watching the reaction of the person who receives it.

Refutational appeal

Communicator presents both sides of an issue and then refutes the opposing viewpoint

Message Appeal Options

Comparative ads, Fear appeals, humor appeals

Integrated Marketing Communications

Coordinate various promotional elements and other marketing activities that communicate with a firm's customers. Recognizes the added value of a comprehensive plan. Ensures all marketing and promotional activities project a consistent, unified image a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines—for example, general advertising, direct response, sales promotion, and public relations—and combines these disciplines to provide clarity, consistency, and maximum communications impact. It requires that firms develop a total marketing communications strategy that recognizes how all of a firm's marketing activities, not just promotion, communicate with its customers.

Threats:

Current and emerging external factors that may challenge the company's performance.

Decoding

Decoding is the process of transforming the sender's message back into thought. This process is heavily influenced by the receiver's frame of reference or field of experience, which refers to the experiences, perceptions, attitudes, and values he or she brings to the communication situation .

Positioning

Establishes the product or service in a particular place in the consumer's mind Done on the basis of a distinctive attributes Basis of a firm's creative strategy when it has multiple brands competing in the same market

The Concept of Exchange & Value

Exchange: Involves parties with: Something of value to one another. Desire and ability to give up something to the other party. Way to communicate with each other. Advertising and promotion play an important role in the exchange process by informing customers of an organization's product or service and convincing them of its ability to satisfy their needs or wants. Value: Customer's perception of benefits of a product or service against the costs of acquiring and consuming it. Benefits can be functional (the performance of the product), experiential (what it feels like to use the product), and/or psychological (feelings such as self-esteem or status that result from owning a particular brand). Costs include the money paid for the product or service as well as other factors such as acquiring information about the product/service, making the purchase, learning how to use it, maintaining the product, and disposing of it.

Source Credibility

Extent to which the recipient: Sees the source as having relevant knowledge, skill, or experience. Trusts the source to give unbiased, objective information.

Opportunities:

External factors that the company may be able to exploit to its advantage.

Elalaboration Likelihood Model (ELM)

Focuses on the differences in the ways consumers process and respond to persuasive messages Attitude formation or change process Depends on the amount and nature of elaboration that occurs in response to a persuasive message Elaboration likelihood is a function of: Motivation Ability This slide can be used to present the Elaboration Likelihood Model (ELM) of persuasion, which focuses on the differences in the ways consumers process and respond to persuasive messages. The ELM shows that elaboration likelihood is a function of two elements, motivation and ability to process the message. Motivation to process the message depends on such factors as involvement, personal relevance, and individuals' needs and arousal levels. Ability depends on the individual's knowledge, intellectual capacity, and opportunity to process the message. According to this model, the attitude formation or change process depends on the amount and nature of elaboration, or processing, of rel- evant information that occurs in response to a persuasive message. High elaboration means the receiver engages in careful consideration, thinking, and evaluation of the information or arguments contained in the message. Low elaboration occurs when the receiver does not engage in active information processing or thinking but rather makes inferences about the position being advocated in the message on the basis of simple positive or negative cues.

Support argument

Humorous messages are generally considered effective as the enhance____ Support arguments, on the other hand, relate positively to message acceptance. Thus, the marketer should develop ads or other promotional mes- sages that minimize counterarguing and encourage support arguments or thoughts that affirm the claims made in the message

Seeding

Identifying and choosing the initial group of consumers who will be used to start spreading the message. Companies that utilize viral marketing must develop a seeding strategy which involves deter- mining how many initial consumers or "seeds" are needed and selecting the right consumers to start the viral process.

Strengths:

Internal capabilities that may help the company reach its objectives.

Weaknesses:

Internal limitations that may interfere with the company's ability to achieve its objectives.

What is Marketing?

Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Comparative Ads

May be especially useful for new brands Often used for brands with small market share Frequently use in political advertising

fear Appeals

May stress physical danger or threats to health May identify social threats: disapproval or rejection May backfire if the level of threat is too high

One-sided message:

Mentions only positive attributes or benefits.

Message Structure

One-Sided message Two-sided messages refutation messages

Communication

Passing of information or exchange of ideas. Process of establishing a commonness of thought between a sender and a receiver.

Information-Processing Model

Presentation-->attention-->comprehension-->yielding-->retention-->Behavior A model of the process through which a consumer must pass to be influenced by advertising This model assumes the receiver in a persuasive communication situation like advertising is an information processor or problem solver. McGuire suggests that the series of steps a receiver goes through in being persuaded constitutes a response hierarchy. The stages of this model are similar to the hierar- chy of effects sequence; attention and comprehension are similar to awareness and knowledge, and yielding is synonymous with liking. McGuire's model includes a stage not found in the other models: retention, or the receiver's ability to retain that portion of the comprehended information that he or she accepts as valid or relevant. This stage is important since most promotional campaigns are designed not to moti- vate consumers to take immediate action but rather to provide information they will use later when making a purchase decision.

Two-sided message

Presents both good and bad points.

Marketing Mix

Product, price, place, and promotion

Viral marketing:

Propagating marketing-relevant messages with the help of individual consumers.

Qualitative Research Input

Provides valuable insight at the early stages of the creative process

Image advertising:

Strategy used to develop a strong, memorable identity for a brand To be successful: Associate the brand with symbols or artifacts that have cultural meaning Use visual appeals that convey psychosocial associations and feelings

Creative versus Hard-sell Advertising

Suits are rationalists who argue that advertising must sell the product or service, and that the more selling points there are in the ad, the greater the chance of moving the consumer to purchase. Poets (proponents of creativity) argue that advertising must build an emotional bond between consumers and brands or companies that goes beyond mere product advertising.

Creative Brief Outline

This slide can be used to discuss the creative brief, which specifies the basic elements of the creative strategy. The brief may also be called a creative platform, work plan, creative blueprint, or creative contract. Just as there are different names for the creative brief, there are variations in the outline and format used, and in the level of detail included. Many creative briefs also include supporting information and requirements, such as brand identifications and disclaimers that should appear in all advertising messages. The creative brief is usually developed by an account representative or an account planner. 1. Basic Problem or issue the advertising must address 2. advertising and communication objectives 3. Target Audience 4. Major selling idea or key benefit to communicate 5. Creative strategy Statement (campaign theme, appeal, and execution technique to be used) 6. Supporting information and requirements

Developing the Major Selling Idea

This slide can be used to discuss the various approaches that advertisers can use to guide the creative team's search for the big idea. This big idea should attract the consumer's attention, get a reaction, and set the advertiser's product or service apart from the competition. There are myriad ways to approach the search for big ideas and how to execute them. However, these are among the best-known approaches: Using a unique selling proposition Creating a brand image Finding the inherent drama Positioning

Noise

Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception. This unplanned distortion or inter- ference is known as noise. Errors or problems that occur in the encoding of the message, distortion in a radio or television signal, and distractions at the point of reception are examples of noise. When you are watching your favorite commercial on TV and a problem occurs in the signal transmission, it will obviously interfere with your reception, lessening the impact of the commercial.

Micromarketing

To respond to media fragmentation, marketers are increasing their spending on: Over the past decade, however, there have been major changes in the media landscape that are impacting the traditional mass media and the economic model that has supported them. There has been an evolution to micromarketing as the mass audience assembled by network television and augmented by other mass media is fragmenting at an accelerating rate.22 Viewing audiences are moving from the traditional broadcast networks (ABC, CBS, NBC, and Fox) to more narrowly targeted programs on cable networks such as ESPN, VH1, and MTV, as well as to and videogames. The Internet is rapidly coming of age as an important advertising popular program for online medium with online versions of nearly every television station, newspaper, and magazine in the country.

The Unique Selling Proposition (USP)

Use this slide to discuss the selling proposition developed by Rosser Reeves, who noted three characteristics of unique selling propositions: Each advertisement must make a proposition to the consumer... buy this product and you will get this benefit. The proposition must be something one that the competition either cannot or does not offer. It must be unique either in the brand or in the claim. The proposition must be strong enough to move the mass millions. That is, it must pull consumers to your brand. This approach can be very effective when a particular brand possesses a unique attribute that is important to consumers. However, the advertiser must make sure that they can substantiate the uniqueness claim or they may face legal challenges.

Creative Brief

Work plan is another name given to the

Sales Promotion

all marketing communication action designed to influence consumer purchases and relationships with intermediaries in distribution channels. Consumer-oriented sales promotion is targeted to the ultimate user of a product or service and includes couponing, sampling, premiums, rebates, contests, sweepstakes, and various point-of-purchase materials. These promotional tools encourage consumers to make an immediate purchase and thus can stimulate short- term sales. Trade-oriented sales promotion is targeted toward marketing intermediar- ies such as wholesalers, distributors, and retailers. Promotional and merchandising allowances, price deals, sales contests, and trade shows are some of the promotional tools used to encourage the trade to stock and promote a company's products.

Advertising

one-way, impersonal mass communication about a product or organization that is paid. is defined as any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.31 The paid aspect of this definition reflects the fact that the space or time for an advertising message generally must be bought. An occasional exception to this is the public service announcement (PSA), whose advertising space or time is donated by the media. The nonpersonal component means that advertising involves mass media (e.g., TV, radio, magazines, newspapers) that can transmit a message to large groups of indi- viduals, often at the same time. The nonpersonal nature of advertising means that there is generally no opportunity for immediate feedback from the message recipient Advertising is the best-known and most widely discussed form of promotion, probably because of its pervasiveness. It is also a very important promotional tool, particularly for companies whose products and services are targeted at mass con- sumer markets such as automobile manufacturers and packaged goods and drug companies.

Focus groups:

onsumers from the target market are led through a discussion regarding a particular topic Give a better idea of: Who the target audience is What the audience is like Who the creatives need to write, design, or direct to

Personal Selling

personal, face-to-face interaction with a potential customer. a form of person-to-person communication in which a seller attempts to assist and/or per- suade prospective buyers to purchase the company's product or service or to act on an idea. Unlike advertising, personal selling involves direct contact between buyer and seller, either face-to-face or through some form of telecommunications such as telephone sales. This interaction gives the marketer communication flexibility; the seller can see or hear the potential buyer's reactions and modify the message accordingly. The personal, individualized communication in personal selling allows the seller to tailor the message to the customer's specific needs or situation. Personal selling also involves more immediate and precise feedback because the impact of the sales presentation can generally be assessed from the customer's reactions. If the feedback is unfavorable, the salesperson can modify the message. Personal-selling efforts can also be targeted to specific markets and customer types that are the best prospects for the company's product or service.

Public Relations

use of publicity and other nonpaid forms of promotion and information to influence attitudes about a company and its products. is defined as "the management function which evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program of action to earn public understanding and acceptance." Public relations generally has a broader objective than publicity, as its purpose is to establish and main- tain a positive image of the company among its various pub- lics. Thus, it involves managing relationships with a number of important audiences, including investors, employees, suppliers, communities, and governments (federal, state, and local) as well as consumers. Public relations uses publicity and a variety of other tools— including special publications, participation in community activi- ties, fund-raising, sponsorship of special events, and various public affairs activities—to enhance an organization's image

Attractiveness

which encompasses similarity, familiarity, and likability.27 Similarity is a supposed resem- blance between the source and the receiver of the message, while familiarity refers to knowledge of the source through exposure. Likability is an affection for the source as a result of physical appearance, behavior, or other personal traits. Even when the sources are not athletes or movie stars, consumers often admire their physical appearance, talent, and/or personality.

Account Planning

which is a process that involves conducting research and gathering all relevant information about a client's product or service, brand, and consumers in the target audience. He notes that the account planner's job is to provide the key decision makers with all the information they require to make an intelligent decision. Account planners are usually responsible for all the research (both qualitative and quantitative) conducted during the creative strategy development process.