IMC test 2

MEANS-END CHAIN quote/definition from pp

"brand ATTRIBUTES and the CONSEQUENCES of consuming these attributes are the MEANS whereby people achieve VALUED ENDS"

SPOT ADVERTISING

-Ads only placed in select areas -Regional oriented marketing and geodemographical -aggressive competition (type of tv advertising)

LOCAL ADVERTISING

-Local advertisers are turning to television as its inexpensive during fringe time

NETWORK ADVERTISING

-Network product nationally on major networks -Expensive but is a cost effective way to reach mass audience -most expensive tv advertisement (type of tv advertising)

SYNDICATED ADVERTISING

-Occurs when an independent company markets show to as many networks affiliated or cable TV as possible EX: Friends or seinfeld

SOCIAL TV

-Social media and TV getting watchers to watch live TV and interact with the cast or other fans by live tweeting or hash tags on the screen -Creates incentives and interest for TV watchers

CABLE ADVERTISING

-Uses narrowcasting to reach 85% of all households of economically upscale and young subscribers EX: food network, MTV

BRAND PLACEMENTS IN TV PROGRAMS

-can be very effective provided brand is displayed in a context that appropriately matches brand image

SEARCH ENGINE ADVERTISING (SEA)

-captures the largest share of online ad spending (47% of online ad spending) -google, bing, yahoo -makes use of paid keywords to increase the odds that a firms product or service will be included in the search results -attempts to place messages in front of people

REACH

-percentage of the target audience exposed (at least once) during a specified time frame to the vehicles in which the advertising message is inserted (AKA: 1+, net coverage, cumulative audience (cume)) OTS= opportunity to see (media objective)

COMPARATIVE AD AND ROLE IN ADVERTISEMENT

-the practice in which advertisers directly or indirectly advertise their products against competitive offerings and claim superiority -used often in political advertising EX: lincoln vs lexus, mcdonalds vs tacobell breakfast

relevance method (5)

1. COGNITIVE 2. appealing to consumers fears 3. making dramatic presentations or demonstrations 4. posing rhetorical questions 5. providing benefit information (method used to enhance consumer processing motivation)

curiosity method (4)

1. EMOTIONAL- tapping into emotions 2. presenting little information (making the consumer think about the ad and brand) 3. using humor 4. creating suspense or surprise

FACTORS TO CONSIDER IN CHOOSING BEST ADVERTISING MEDIUM: (4)

1. advertisers objective 2. creative needs 3. competitive challenge 4.available budget

characteristics of sticky ads: (4)

1. audience readily comprehends intended message 2. they are remembered 3. change target audiences brand-related opinions/behaviors 4. they have a lasting impact: THEY STICK

7 ELEMENTS OF A CREATIVE BRIEF

1. background 2. target audience 3. thoughts and feelings 4. objectives, "take away" and outcome 5. positioning and personality 6. message, medium and specific media vehicle 7. social media marketing plans

4 major types of information used in segmenting target audiences:

1. behavioral data 2. geographic data 3. demographics 4. lifestyle/ psychographics

MESSAGE APPEAL OPTIONS (3)

1. comparative ads 2. fear appeals 3. humor appeals

ALLOCATING THE ADVERTISING BUDGET: BUDGETING ALTERNATIVES

1. continuous schedule 2. pulsing schedule 3. flighting schedule

choice of media and vehicles requires a variety of decisions: (3)

1. general media categories 2. specific vehicles 3. marcom budget allocations related to hand-in-glove approach

2 weight metrics:

1. gross rating points (GRP) 2. target rating points (TRP) effective ratings

Enhance consumer processing motivation by: (2)

1. increasing the RELEVANCE of brand to consumers 2. increasing consumer CURIOSITY about brand (relevance method and curiosity method)

ALTERNATIVES IN TV ADVERTISING: (3)

1. infomercial 2. brand placement 3. social TV

media planning involves coordinating 3 levels of strategy:

1. marketing 2. advertising 3. media strategy

TYPES OF TELEVISION ADVERTISING (5)

1. network advertising 2. spot advertising 3. syndicated advertising 4. cable advertising 5. local advertising

OPTIONS FOR ON-LINE ADVERTISING: (4)

1. pop-ups 2. interstitials 3. superstitials 4. video ads/ webisodes

issues in setting media objectives (6)

1. reach 2. frequency 3. weight 4. continuity 5. recency 6. cost (part of media strategy is specifying media objectives)

marketing focuses most on what universal values?

1. self-direction 2. stimulation 3. hedonism 4. achievement 5. power 6. security

10 UNIVERSAL VALUES and words to describe them

1. self-direction: freedom, independence, own path 2. stimulation: desire 4 excitement, variety, adventure 3. hedonism: pleasure, joy, enjoying life 4. achievement: personal success 5. power: status, prestige 6. security: financial security, physical safety 7. conformity: fitting in, belonging 8.tradition:commit 2 culture, fam, religion, val., customs 9. benevolence: goodwill, charity, helping others 10. universalism: tolerance, social justice, equality **marketing focuses most on first 6

6 COMMON ELEMENTS OF STICKY ADS

1. simplicity 2. concreteness 3. emotionality 4. story-telling 5. credibility 6. unexpectedness

media strategy (4)

1. target audience selection 2. objective specification 3. media and vehicle selection 4. media buying

HOW DO MARKETING MANAGERS INCREASE ATTRACTION AND MOTIVATION TO ATTEND TO MESSAGES (attract voluntary attention)? (4)

1. through appealing to need for information or hedonic needs 2. use of novel stimuli (puppy monkey baby) 3. use of intense or prominent (large objects) cues 4. use of motion (milk commercial w/ arrow of milk)

6 CREATIVE STYLE STRATEGIES

1. unique selling proposition (USP) 2. brand image 3. resonance 4. emotional 5. generic 6. preemptive

DETERMINANTS OF REACH, what increases reach

1. use of multiple media 2. diversification of vehicles within each medium 3. varying dayparts for radio and tv advertising

A CREATIVE BRIEF (6)

1.promotes good teamwork 2.fosters creative process 3.explains what the ad campaign needs to accomplish 4.provides a basic framework/guidelines to get team moving in same direction 5.leaves plenty of room for creativity in solutions 6.an informal pact b/w a client and an agency (blueprint/contract)

RECENCY PLANNING PRINCIPLES

AKA: the shelf-space model 1. consumers first exposure to an advertisement is the most powerful 2. advertisings primary role is to influence brand choice 3. achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency

cost per thousand (CPM) equation

CPM= cost of ad / number of total contacts reached(expressed in thousands)

MESSAGE STRUCTURE

Recency effect: people recall the very beginning and very end the best, dont recall the middle as well -thats why pharmaceutical companies usually put negative side effects in the middle of ad

three-exposure hypothesis (krugman)

a minimum of 3 exposures to an advertising message needed for effective advertising

target rating points (TRPs)

adjusted vehicles ratings that reflect only those individuals who match the advertisers target audience -indicate a media schedules net (not wasted) weight -becoming easier to specifically target with digital and cable network and direct television

INTERSTITIALS

ads that appear b/w 2 content web pages

POP-UPS

ads that appear in a separate window

HAND-IN-GLOVE APPROACH TO MEDIA PLANNING

advertising message and media considerations are inextricably related- creatives and media specialists must team up to design ads (extremely close relationship or agreement)

emotional style strategy

aiming to reach the consumer at a visceral level through the use of emotional strategy ex: DKNY perfume (creative style strategy)

continuous advertising schedule

an equal number of ad dollars are invested throughout the campaign

CONCEPT OF EFFECTIVE REACH

answers the question of how often (frequency) does the target audience have an opportunity to be exposed - no fewer than 3 and no more than 10 exposures during a 4 week media planning period

resonance strategy

attempting to match "patterns" in an advertisement with the target audience's stored experiences ex: Dove (what the dove stands for) (a creative style strategy)

credibility

believable, sense of authority ex: bounty paper towels (common element of sticky ads)

the internet as an advertising medium:

builds demand conducts transactions filing orders

CPM and CPM-TM statistics are useful for:

comparing the cost-efficiency of different advertisement vehicles not their effectiveness

CPM-TM

cost per thousand- target market the cost of reaching 1000 members of the target audience, excluding those people who fall outside the target market CPM-TM= cost of ad / # of target market contacts reached (expressed in thousands)

unexpectedness

curiosity and excitement ex: apple ad 1984 (superbowl ad) (common element of sticky ads)

brand image strategy

developing an image or identity for a brand by associating the brand with symbols that provide a transformational context (a creative style strategy)

effective rating points (ERPs) equation

effective reach (or exposures) X frequency

values

enduring beliefs people hold regarding what is important in life

attributes

features or aspects of advertised brands

MULTISCREEN WORLD

games, surveys, tweets that follow along with the program, accessing shows and movies on more than one screen ex: presidential debate w/ live tweets scrolling at bottom

MEDIA

general communication methods that carry ad messages ex: tv, newspaper, social media

unique selling proposition strategy

identifying an important difference that makes a brand unique and supports a claim that competitors cant match ex: dyson (a creative style strategy)

2 i's of the internet

individualization: recognizes that the internet user has control over the flow of info interactivity: capabilities that the internet gives users the ability to select info that they perceive as relevant

informational needs vs hedonic needs

info: elaboration likelihood is HIGH, message argument persuasion is more important hedonic: elaboration likelihood is LOW, peripheral cues more important

INFOMERCIAL

introduced in the '80s -expensive to produce -especially effective promotional tool for moving merchandise -accountability-end scene

CONTINUITY

involves how advertising is allocated during the course of an advertising campaign -addresses the fundamental issue of how the media budget be distributed, either: ~uniformly throughout the period of ad campaign ~in a concentrated period to achieve max impact ~some other schedule between these two

MEDIA MIX

is the combination of communication channels your business can use to meet its marketing objectives. Typically, these include newspapers, radio, television, billboards, websites, email, direct mail, the Internet and social media, such as Facebook or Twitter.

FEAR APPEAL logic AND ROLE IN ADVERTISEMENT

logic: --> appropriate intensity of threat level (stimulate audience involvement w/ message, promote acceptance of message arguments) --> consumers motivation to avoid negative consequences (social disapproval of not using advertised brand, physical danger) <-- scarcity: psychological reactance (fear of losing out) ex: VW texting and driving

preemptive style strategy

making a generic claim but doing so with an assertion of superiority-made first in a category of goods with little differences ex: kleenex, brawny (creative style strategy)

generic strategy

making no attempt to differentiate the dominant brand from competitive offerings or to claim superiority ex: "soup is good food"- campbells (creative style strategy)

media planning process

marketing strategy--> [advertising objectives-> advertising budget-> message strategy-> media strategy]

why tradeoffs?

media planners operate under the constraint of a fixed advertising budget -optimizing one objective impacts other objectives

ratings

percentage of an audience that has an opportunity to see (OTS) an advertisement placed in a particular vehicle

story-telling

plot, setting ex: prius in the get away car, ready whip baseball (common element of sticky ad)

SEX APPEAL PROS AND CONS

pros: Initial attention lure, Enhance recall. Evoke emotional responses, Elicit a positive reaction cons: Interference with processing of message arguments, Reduction in message comprehension, Could be found degrading and offensive, Demeaning to males or females

HUMOR APPEAL PROS AND CONS

pros: can attract and hold attention, often best remembered, put consumers in positive mood, aids awareness, enhances liking of ad, enhances persuasion cons: can interfere with the processing of the message, reduction in message comprehension, can be found degrading and offensive, can be demeaning to males or females

FEAR AND GUILT APPEAL PROS AND CONS

pros: may identify social threats, feelings can be relieved by buying product or by doing something cons: may stress physical danger or threats to health, can backfire if level of threat is too high, can be seen as manipulative, ineffective if guilt appeal lacks credibility

COMPARATIVE AD PROS AND CONS

pros: very useful for new brands, brands with small market share gain awareness cons: illegal in some countries, can be considered unethical

REACH VS FREQUENCY: WHEN ONE MIGHT BE MORE IMPORTANT THAN THE OTHER

reach: mature of established brand, large share/loyal customers, adv. message is simple, goal is to remind (% of population reached) frequency: new brands, new use or benefit, complex message, goal is to teach ( how frequently are they exposed)

GROSS RATING POINTS (GRP)

represent the gross weight that a particular advertising schedule is capable of delivering- the sum of all vehicle ratings in a media schedule GRP= reach (R) X frequency (F) ex: black box, paper diary (Nielson) (weight metric)

MEANS-END CHAINING

represents the linkages among brand attributes, the consequences obtained from using the brand and "consuming" the attributes, and the personal values that the consequences reinforce [attributes -> consequences] --> {values} [means] ----> {end}

SUPERSTITIALS

short, animated ads that play over/ on top of a web page

VIDEO ADS

similar to 30 second tv commercials, but shortened to 10-15 seconds and compressed or extended out to several minutes

pulsing advertising schedule

some advertising is used during every period of the campaign, but the amount of advertising varies from period to period

VEHICLES

specific broadcast programs or print choices in which advertisements are placed ex: youtube, american idol, wall street journal

RADIO STRENGTH AND WEAKNESSES:

strengths: great local advertiser medium, almost 100 percent of homes have at least one radio, reaches 93% of all people over 12 year, ability to reach segmented audiences, intimacy, economy, short lead times, transfer of imagery from tv, use of local personalities weaknesses: clutter, no visuals, audience fractionalization, buying difficulties

NEWSPAPER STRENGTH AND WEAKNESSES

strengths: historically, the leading medium, but in constant decline, audiences in appropriate mental frame to process messages, mass audience coverage, flexibility, can use detailed copy, timeliness weaknesses: in constant decline, circulation is going down so they have to raise rates, clutter, complicated to buy for national advertisers, declining readership

TV STRENGTHS AND WEAKNESSES

strengths: in over 98% of all households, Demonstration ability, Intrusion value, Ability to generate excitement, One on one reach, Ability to use humor, Effective with sales force and trade, Ability to achieve high impact weaknesses: most cluttered medium, Rapidly expanding costs, Erosion of viewing audience, Audience fractionalization, Zipping/zapping (ffwrd/opt out)

MAGAZINE STRENGTH AND WEAKNESSES

strengths: some magazines reach larger audiences, selectivity, long life, high reproduction quality, ability to present detailed info, can convey info authoritatively, high involvement potential weaknesses: not intrusive, long lead times, clutter, somewhat limited geographic options, variability of circulation patterns by market, difficult to obtain an accurate count of subscribers

concreteness

tangible images and authentic, substantial words ex: jeep- Modern Warfare 3 commercial (common element of sticky ad)

emotionality

tapping into feelings, fears, guilts, laughter. pulls at heart ex: budweiser puppy (common element of sticky ad)

flighting advertising schedule

the advertiser varies expenditures throughout the campaign and allocates zero expenditures in some months

WEIGHT

the advertising volume required to accomplish advertising objectives (media objective)

FREQUENCY

the average number of times during a media-planning period that the target audience members are exposed to media vehicles carrying a brands advertising message (media objective)

media planning

the design of a strategy that will best allocate investments in advertising time and space to achieve firms marketing objectives

selecting the target audience

the target audience should be pinpointed, otherwise exposures may be wasted and prime candidates missed (part of media strategy)

the only rule in advertising

there are no rules!

simplicity

too much info can delute the message, helps avoid confusion ex: apple ad in vogue magazine (common element of sticky ad)

social-media

web-based and mobile technology used to turn communication into interactive dialogue (creates brand communities)

consequences

what the consumers hope to receive (benefits) or avoid (detriment) when consuming brands

BLOGS

written by individuals to exchange their views on issues with others in online forums -online word-of-mouth -business can use to connect with customers and appear more credible

BENEFITS OF ONLINE ADVERTISING (4)

♣ Individualization ♣ Interactivity ♣ Immediate publishing ♣ Cost efficiency

COSTS OF ONLINE ADVERTISING (5)

♣ User distraction ♣ Too many choices ♣ International coordination ♣ Rapid change ♣ Short lead time/cycles