Integrated Marketing Communication

radio audience information (chap 11)

-Lack of audience information -Many radio stations -Fragmented audiences -Nielsen audio -Provide radio audience information -300 local radio markets -Network stations -Radar -Network audience measure

marketers reasons for using social media (chap 15)

-Driving traffic to ones site -Communicating with customers -Gaining brand exposure

positioning (chap 8)

-Establish a particular place in the customers mind for the product or service -Based on product attributes/benefits, price/quality, use or application, type of user, or problem solved -Positioning is an approach to developing the major selling idea for an advertising campaign. Many of the top brands in various product & service categories have retained their market leadership because they have established & maintained a strong position or identity in the minds of consumers

ratings points (chap 10)

-Gross ratings points (GRPs), GRP= reach X frequency -Target ratings points (TRPs): the number of people in the primary target audience of the media buy will reach -TRPs= reach (only target audience) X frequency -To determine how much advertising is necessary to accomplish the advertisers objectives, marketers rely on ratings (the number of people reached) & frequency (the average number of times exposed) figures. -Gross ratings points (GRPS) are a summary measure that combines the program rating & the average number of times the home is reached during this period (frequency of exposure). GRPs are based on the total audience the media schedule may reach using a duplicated reach estimate. -Target ratings points (TRPs) refer to the number of people in the target audience the media buy will reach & the number of times. Unlike, GRP, TRP does not include waste coverage

creative tactics for print advertising (chap 9)

-Headline: words in the leading position of the ad, the most important function of a headline is attracting readers attention & interesting them in the rest of the message. Headlines are usually set in larger type & are often set apart from the body copy or text portion of the ad to give them prominence. Most advertising people consider the headline the most important part of a print ad -Subheads: smaller than the headline, larger than the copy, are often used to enhance the readability of the message by breaking up large amounts of body copy & highlighting key sales points -Body copy: the main text portion of a print ad -Visual elements: illustrations such as drawings or photos, the illustration is often dominant part of a print ad & plays an important role in determining its effectiveness -Layout: how elements are blended into a finished ad

limitations of credible sources (chap 6)

-High & low credibility sources. Both can be equally effective -Sleeper effect. Persuasiveness increases over time -Information from credible sources influence consumers beliefs, opinions, attitudes, & or behavior. However, a high-credibility source is not always an asset, nor is a low credibility source always a liability. High & low credibility sources are equally effective when they are arguing for a position opposing their own best interest. -A low credibility source may also be as effective as a high credibility sources due to the sleeper effect, whereby the persuasiveness of the message increases with the passage of time. Overtime, the association of the message with the source diminishes & the receivers attention focuses more on the favorable information in the message

what will you measure (chap 18)

-Media exposure: how many people are exposed to the message, circulation, reach, hits (visit) on the internet -Awareness: recognize topic or message, recall message content, compression of message, retain the message -Attitude: recognize importance of topic, form an attitude, reinforced attitude, change attitudes/opinion, the percentage of change, before & after the IMC campaign -actions/behaviors: intention to take action, engage in a new behavior, repeat desired behavior

media terms & concepts (chap 10)

-Medium (tv, radio, newspaper), general category of available delivery systems which includes broadcast media (like tv & radio), print media (like newspapers & magazines), direct marketing, outdoor advertising, & other support media -Media vehicle (the specific carrier within a medium category time, newsweek/CSI, 60 minutes -Reach (actual audience) a measure of number of different audience members exposed at least once to a media vehicle in a given period of time -Coverage (potential audience) refers to the potential audience that might receive the message through a vehicle -Frequency: the number of times the receiver is exposed to the media vehicle in a specific period

sampling methods (chap 16)

-Methods: door to door (very expensive, but can be effective), direct mail (common with small, lightweight, nonperishable products, & good targeting ability) in-store( increasingly popular, can be expensive, & requires planning & retailer cooperation), on package(a sample is attached to another item. The drawback is that samples only go to those who buy the item to which it is attached), events(one of the most popular distribution methods at concerts, sporting events, grand openings, & other places), newspaper/magazine insert( packets may be inserted into sunday supplements), internet sites(online registration, social media) -The choice of a sampling method has two important considerations, the cost of distribution, & the method that will be used to control who receives the sample -Samples can be distributed to consumers

Radio Time Classifications (chap 11)

-Morning drive time 6:00-10:00am -Daytime 10:00am-3:00pm afternoon/evening drive time 3:00pm-7:00pm -Nighttime 7:00pm-12:00am -All night 12:00-6:00am -The largest radio audiences & the highest rates occur during the early morning & late afternoon drive times

interval/ratio

-Most personality measures intervals between adjacent scale values are equal with respect the attribute being measured -Length or distance in centimeters, inches, miles, grade, etc., there is a rationale zero point for the scale

objectives of trade-oriented promotions (chap 16)

-Obtain distribution for new products -Maintain trade support for established brands -Encourage retailers to display established brands -Build retail inventories -The objectives of trade oriented sales promotions: like consumer oriented programs, sales protection programs targeted to the trade should be based on well defined objectives & measurable goals

direct marketing strategies (chap 14)

-One step: the medium is used directly to obtain an order, often use 800 number phone orders & credit card payment -Two step: may use one medium to obtain inquiry & qualify prospect, typically follow up with a second medium to compete the sale -In the one-step approach, the medium is used to directly to obtain an order. The two step approach may involve the use of more than one medium. The first effort is designed to screen, or qualify, potential buyers. The second effort generates the response

Community

-People want to feel like they are part of a cause that is greater than themselves. Word of mouth marketing is key for creating community & virality -Take the ice bucket challenge as an example. A charity of organization raising money to fund research into amyptrophic lateral sclerosis (ALS) or lou gehrigs disease, started this viral marketing campaign in 2014. It raised awareness & funds using video based UGC from people participating in the challenge, which involved pouring ice water on themselves & challenging others to do the same -The campaign was a great example of how word of mouth marketing can create a viral sensation & raise awareness for a cause

neilsen audio (chap 11)

-Person estimates: the estimated number of people listening -Rating: the percentage of listeners in the survey area population -Share: the percentage of the total estimated listening audience

cognitive response categories (chap 5)

-Product/message thoughts: counterarguments, support arguments -Source-oriented thoughts: source derogation, source bolstering -Ad execution thoughts: favorable, unfavorable -1 of the most widely used methods for examining consumers cognitive processing of advertising messages is assessment of their cognitive responses. It comprises those directed at the product or service & or the claims being made in the communication -product/message thoughts: counterarguments; thoughts recipient has that are opposed to the position taken in the message. Relative negatively to message acceptance, support arguments; thoughts recipient has that affirm information or claims the source hopes to convey -Source oriented thoughts: source derogations; negative thoughts about spokesperson or organization making the claims. Leads to lower message acceptance. Source bolsters; positive thoughts about spokesperson or organization making the claims. -Ad execution thoughts: ad execution-related thoughts; contains the information or meaning the source hopes to convey. Attitude toward the ad; represents receivers feelings of favorability or unfavorability toward the ad

problems with global advertising (chap 19)

-Promotion is the most visible & culture bond -Differences in culture, market & economic development -Consumer needs & usage patterns -Media availability or usage -Legal restrictions -The advantages of using a global marketing startegy: advocated of global marketing & advertising contend that standardized products & advertising messages can be used since people everywhere basically want the same products & services & live the same way -There are many difficulties of using global marketing & advertising programs. Moreover, some experts argue that cultures around the world are becoming more diverse. Among 4ps, promotion, is the most visible & culture bound

viral marketing (chap 5)

-Propagating marketing relevant messages with the help of individual consumers -Factors affecting success -Message characteristics -Individual sender or receiver characteristics -Social network characteristics -Seeding: identifying & choosing the initial group of consumers who will be use to start spreading the message

pros & cons of decentralization (chap 3)

-Pros: concentrated managerial attention, rapid problem & opportunity response, increased flexibility -Cons: ineffective decision making, internal conflicts, misallocation of funds, lack of authority -The positive aspects of this system include: concentrated managerial attention for a product or brand, rapid response to problems & opportunities, increased flexibility allowing for adjustments to various aspects of the advertising & promotional program -The negative aspects of decentralization include: ineffective decisions because brand managers often lack training & experience in advertising & promotion, internal conflict as brand managers compete for top management attention & marketing resources, lack of authority by brand managers over the functions needed to implement & control the plans they develop

advertising agencies (chap 3)

-Service organizations that specialize in planning & executing advertising programs for its clients -Superagencies: in the mid 1990s, a number of mid sized ad agencies formed alliances with larger agencies, clients want agencies with integrated marketing communications capabilities worldwide -Client -Advertising department -In house agency -A person -Advertising agency -The ideal account executive has a strong marketing background as well as a through understanding of all phases of the advertising process. College graduates with undergraduate degrees in marketing, advertising & other disciplines are often hired for account executive positions & go on to have careers in account management -As the focal point of agency client relationships, the account executive must know a great deal about the client business & be able to communicate this specialists in the agency working on the account

source attractiveness (chap 6)

-Similarity: resemblance between the source & recipient of the message. People are more likely to be influenced by a message coming from someone with whom they feel a sense of similarity (similar needs, goals, interests, lifestyles) -Likeability: affection for the source resulting from physical appearance, behavior, or personal traits. Consumers can admire physical appearance, talent, & or personality even if the source is not well known or a celebrity -Marketers recognize that receivers of persuasive communications are more likely to attend to & identify with people they find likeable or similar to themselves. Therefore, they often choose individuals who are admired, such as TV & movie stars, athletes, & other popular individuals, to deliver their messages

social & ethical criticisms of advertising (chap 21)

-Social & cultural consequences: advertising influences & transmits social values, advertising agencies have a responsibility to consider the impact of advertising messages they create -Advertising plays a major role in influencing & transmitting social values. Advertising agencies have a social & ethical responsibility to consider the impact of the advertising messages they create for their clients

frequency of multitasking by television viewers (chap 5)

-Sometimes 40% -Almost never 4% -Never 1% -Everytime theres a commercial break 12% -Almost everytime theres a commercial break 44% -Note: n= 856 ages 18+; numbers may not add up to 100% due to rounding

source factors (chap 6)

-Source attributes & receiver processing modes: credibility; internalization. Attractiveness; identification. Power; compliance -Source attributes & receiver processing modes can lead to persuasion -Credibility: the extent to which the recipient sees the source as having relevant knowledge, skill, or experience & trusts the source to give unbiased, objective information. Internalization: the process by which a receiver adopts the position advocated by the source because it is perceived as accurate & makes it part of his or her belief system -Attractiveness: the similarity, familiarity, & or likeability of the source. Identification: the process by which an individual is motivated to seek some type of relationship with the source & thus adopts similar beliefs, attitudes, or behaviors -Power: the ability (real or perceived) of the source to administer rewards or punishment to the receiver. Compliance: the process by which the receiver accepts the position advocated by the source

value of objectives (chap 7)

-Specific objectives: why setting specific IMC program objectives is so important to do -Communications: setting objectives facilitates coordination of the various groups working on the campaign. Many problems can be avoided if all parties have written, approved objectives to guide their actions & service as a common base for discussing issues related to the promotional program -Planning & decision making: specific promotional objectives guide development of an integrated marketing communications plan, as well as decisions related to creative options, media selection & budget allocation -measurement/evaluation of results: objectives provide a benchmark against which the success or failure of the promotional campaign can be measured. Measurable objectives are the best way to determine if the return justifies the expense

services (chap 12)

-Split runs -Two or more versions of an ad are printed in alternate copies of a particular issue of a magazine

pros & cons of integrated services (chap 3)

-Pros: greater synergy, convenience, simple image for product or service -Cons: budget politics, poor communication, no synergy -This slide discusses the pros & cons of using integrated marketing services. Proponents of integrated services contend that agencies & subsidiaries have learned to work together to deliver a consistent marketing message. They like having control of the entire promotional process, which achieves greater synergy & the convenience of working with just one agency -Opponents say the providers fight over budgets, do not communicate well with eachother & do not achieve synergy. They also claim that agencies efforts to control all aspects of the promotional program & just an attempt to hold onto business that might otherwise be lost to independent providers

allocating to imc elements (chap 7)

-Public relations, sales promotions, personal selling, internet, advertising, direct marketing -Organization characteristics: centralized versus decentralized, formalization & complexity

magazine readership (chap 12)

-Readership (= total audience) -Readers per copy x circulation -Advertisers are interested in the number of people a publication reaches as a result of secondary, or pas along readership. Pass-along readership can occur when the primary subscriber or purchaser gives a magazine to another person or when the publication is read in doctors waiting rooms or beauty salons, on airplanes, & so forth -The total audience, or readership, of a magazine can be calculated by multiplying the readers per copy (the total number of primary & pass along readers) by the circulation of an average issue

marketing services (chap 3)

-Research department: account planner, gather analyze, & interpret information, clients target audience, support IMC strategies -Media department: media specialist: analyze, select & contracts for space or time in the media

chapter 7 establishing & budgeting for the promotional program learning objectives

-The value of setting objectives -Difference between sales & communication objectives -Budget for IMC -Different methods of setting budgets

types of sales promotion (chap 16)

Consumer oriented promotions, samples, coupons, premiums, contests/sweepstakes, refunds/rebates, bonus packs, price offs, loyalty programs, event marketing, trade oriented promotions, contexts & dealer incentives, trade allowances, point of purchase displays. Training programs, trade shows, cooperative advertising

sampling (chap 16)

Sampling works best when: the products are of relatively low unit value, the product can be broken into a small piece or size that reflects the full features & benefits, the purchase cycle is relatively short

nominal/ordinal

-When you buy a new car, which of the following factors are most important? 1) Fun to drive 2) Reliable 3) Good for your image 4) safe -How would you rate the service of our wait-staff? 1) Excellent 2) Very good 3) Good 4) Fair

testimonial (chap 9)

Testimonial executions can have ordinary satisfied customers discuss their own experiences with the brand & the benefits of using it

what is value (chap 1)

-customers perception of all benefits of a product or service -weighed against costs of acquiring & consuming it -benefits can be: functional, experiential, psychological

bases for market segmentation (chap 2)

-demographic: gender, age, family size, income, education, occupation, social class -geographic: region, city size, metropolitan area, density -psychographic: personality, values/lifestyles behavioristic: product (brand) usage degree of usage, brand loyalty, 80-20 rule -benefit: based on specific needs & wants

touch points control vs impact (chap 1)

-high, relative impact, low, ability to control/influence, high, planned: company created, intrinsic, customer initiated, unexpected -understand target market -determine imc tools

the target marketing process (chap 2)

-identifying markets with unfulfilled needs -determining market segmentation -selecting a market to target -positioning through market startegies

the growth of advertising & promotion (chap 1)

-in 1980 ($100 billion): advertising & sales promotion -in 2019: advertising ($240B), traditional media advertising ($110B), sales promotion ($300B), direct marketing ($50B), sponsorships & event marketing ($25B), digital/online advertising ($130B)

swot analysis (chap 2)

-internal, external, positive, negative -strengths, oppurtunities, weaknesses, threats

step 1: situation analysis (chap 1)

-internal/eternal SWOT analysis (secondary research) -interview -survey (data analysis) -primary research for target market

second step is market segmentation (chap 2)

-marketers can divide an entire market into several groups using the bases. a group (market should have common needs & will respond similarly to ta marketing action -the more a market is segmented the more precise is the marketers understanding of it -however, the more segmeted the market becomes, the fewer consumers there are in it -when planning a promotional effort, managers must consider whether the target segment is substantial enough to support individualized startegies -marketers use several bases for market segmentation. the bases can be used to demonstrate the types of information that research companies offer marketers to help them define their markets & develop targeting startegies

chapter 2 the role of imc in the marketing process learning objectives

-marketing & imc -target market & imc -market segmentation -positioning & repositioning -marketing mix & promotion mix

Chapter 1 Study Guide

-marketing mix/promotion mix -value -IMC (definition & goal) -reason for growing importance of IMC -micromarketing -brand identity -primary demand vs selective demand advertising -audience contacts/touch point/four categories

chap 2 study guide

-marketing plan vs. imc plan -situation analysis: swot analysis -oppurtunity analysis & competitive analysis -market segmentation: a market -bases for segmentation -psychographic segmentation (80-20 rule) -selecting a target market -positioning/repositioning startegies -brand identity/brand equity -promotional pull startegy vs. push strategy

step 3 develop communication strategies (chap 1)

-media & message strategies then, you will integrate promotion tools. also, media calendar & budgeting will be discussed -step 4: after the campaign, you will evaluate if your communication objectives has accomplished

advertising to consumer market (chap 1)

-national advertising -retail/local advertising -primary demand vs selective demand advertising

the marketing planning program (chap 2)

-product decisions -promotional starategy -distribution channels -price decisions

four types of decisions that will influence & interact with the promotional program (chap 2)

-product decisions.... branding & packaging -price decisons... what can & should be charged -distribution channels... direct or indirect -promotional startegy... push or pull

behavioristic segmentation (chap 2)

-product or brand usage, degree of use (heavy vs. light) & or brand loyalty companies target consumers through social media like facebook based on behavioristic -80-20 rule

reasons to connect on social media (chap 16)

-promotions/coupans: 56% -Buy products: 48% -Incentives: 44% -Read useful content (reviews, tips articles): 38% -Fun & entertainment (videos, pop culture): 31% -Family & friends use: 25% -Suits my lifestyle: 24% -Direct contact with favorable review: 19% -Support charitable work: 18% -Recognize brand icon: 16% -Number of followers: 5% -Other: 4% -The most popular reason cited by U.S. consumers who do connect with brands on social media was to get regular coupans/ promotions (56 percent). Forty eight percent of consumers said they connected to brands social accounts because they were interested in buying the brands products & 44 percent said they connected because there was an incentive (sweepstakes, discount, or gift card)

public relations tools (chap 1)

-publicity -event -special publications -community activities -sponsorships -public affairs activities -public relations is a management function. there are many tools for PR. publicity is one of PR tools

marketing strategy & analysis starts situation analysis (swot analysis) chap 2

-strengths & weaknesses are internal factors & oppurtunities & threats are external factors. for imc campaign, oppurtunity & compeititve analysis are important to make startegies. market oppurtunities can be identified by examining the marketplace & observing the demand trends & competition in various market segments

step 2 planning includes (chap 1)

-target market, positioning & goals/objective -for an imc campaign, you will set goals & objectives based on your research findings, imc objectives should be communication objectives, not marketing objectives

market positioning (chap 2)

-the art & science the fitting the product or service to one or more segments of the broad market in such a way as to set it apart from competition -the images come to mind & the consumer percieve as relate to it

consumers are looking for products that provide specific benefits to satisfy these needs (chap 2)

-the grouping of consumers on the basis of attributes sought in product is known as benefit segmentation & is widely used. special k offers a cereal for those who want protein -80-20 rule 80 percent of their buyers account for 80 percent of their sales volume. it means 20% of their buyers are the companys target market

audience contacts (chap 1)

-touch point: each & everyday oppurtunity a customer has to see or hear about a company & or its brands or have an encounter or expierence with it -categories & examples: company created: advertisements, intrinsic: dicsussion with retail sales personnel, customer initiated: inquiries or compliants, unexpected: WOM messages

media ad spending (chap 1)

-us total media ad spending share by media 2018 & 2022 % of total -2018: 0.7% directories, 3.6% out-of-home, 6.5% radio, 9.1% print, 14.6% desktop/laptop, 31.6% tv, 33.9% mobile -2022: 0.3% directories, 3.0% out-of-home, 5.3% radio, 4.5% print, 14.2% desktop/laptop, 24.8% tv, 47.9% mobile -note: numbers may not add up to 100% due to rounding, (1) excludes digital, (2) includes newspapers & magazines, excludes digital, (3) excludes off air radio & digital, (4) print only, excludes digital source: emarketer, march 2018

reason for the growing importance of imc (chap 1)

-value: by coordinating their marketing communication efforts, companies can avoid duplication, take advantage of synergy among promotional tools & develop more effcient & effective marketing communication programs -there has been a nevolution to micromarketing due to audience & media fragmentation. marketers are also facing the challenge of consumers being less responsive to & finding new ways to avoid their advertising messages -google adwords (new name: google ads) google ads makes it possible to reach only target consumers using keywords. it is an example of micromarketing

message (chap 5)

-verbal/nonverbal, oral/written, symbolic -Content: information & or meaning -Structure design: the way the message is put together -The encoding process leads to development of a message that contains the information or meaning the source hopes to convery. The message may be verbal or nonverbal, oral or written, or symbolic. Messages must be put into a transmittable form that is appropriate for the channel of communication being used. -Marketers must make decisions regarding the content of the messages they send to consumers as well as the structure & design of these messages. Content refers to the information & or meaning contained in the message while structure & design refer to the way the message is put together in order to deliver the information or intended meaning

top 10 OOH advertising (chap 13)

1) Miscellaneous services & amusements 2) Retail 3) Media & advertising 4) Restaurants 5) Public transportation, hotels, & resorts 6) Financial 7) Insurance & real estate 8) Government, politics & organizations 9) Communications 10) Automotive dealers & services - OOH continued to be used by a broad client base, a demonstration of its continued acceptance in the industry

cable tv networks (chap 11)

1) Procter & gamble co $606.3 2) AT&T $522.2 3) Berkshire hathaway $499.0 4) Pepsico $404.5 5) General motors co. $395.2 6) Time warner $388.9 7) Yum brands $380.8 8) Comcast corp $358.1 9) Hershey co. $313.4 10) General mills $307.8 - Even though digital/social media advertising are popular, many companies invest a lot of money for TV advertising. For example, many advertisers are turning their involvement with the super bowl into an integrated marketing opportunity by using social media to generate additional exposure & buzz for their ads, both before & after the game

web 1.0 & 2.0 (chap 15)

-Web 1.0: decentralization of communication/interactivity/consumer content, consisted mainly of static sites, resulting in a one way flow of information -Customer transaction, feedback -Web 2.0: customers, interaction, conservation, contribution, decentralized content & interactivity, with information provided by users as contributors

promotional pull startegy (chap 2)

which is spending money on advertising & sales promotion efforts directed toward the ultimate consumer. the goal of a pull startegy is to create demand among consumers & encourage them to request the product from the retailer

cause related advertising (chap 17)

pampers

what is marketing (chap 1)

"activity, set of institutions, & process for creating, communicating, delivering & exchanging offerings that have value for customers, clients & society at large (AMA, 2007) -value, relationship marketing

marketers use of the internet (chap 15)

-Advertising platform -Source of information -Social media engagement -E-commerce -Content marketing -Omni-channel -marketing/retailing -Analytics -Mobile marketing

chapter 19 study guide

-Four international marketing environment -Communication -High context versus low context -Global marketing/advertising -Problems with global advertising -Country of origin effect -All in between approach -Pattern advertising -International advertising -Centralization & decentralization -Agency selection

international political/legal enviroment (chap 19)

-International marketing & promotional decisions -Government policies -Laws & regulations -Political stability -Nationalism -Attitude toward multinational companies

couponing (chap 16)

-The most effective sales promotion tool -60% of consumers use them regularly -Nearly 1.7 billion redeemed each year in the US

sales promotion (chap 1)

-provide extra value or incentives for immediate sale -consumer oriented sales promotion -trade oriented sales promotion

positioning by use or application (chap 2)

-repositioning -decline sales -arm & hammer examples (pure, baking soda, pet fresh)

developments in audience measurement (chap 11)

Commercial ratings (C3): measures of the average viewership of the commercials both live & up to three days after the ads are played back on a DVR

account services (chap 3)

Account executive (AE): responsible for understanding the advertisers marketing & promotional needs & interpreting them to agency personnel, a center point of agency-client relationship, AAE (assistant account executive)

in house agencies (chap 3)

An advertising agency that is set up, owned, & operated by the advertiser: hyundai, avon, revlon, benetton, google

IMC objectives (chap 7)

Should be based on a situation analysis to identify marketing & promotional issues facing the firm

dove challenges the norms of bueaty (chap 21)

On slaught

a company can decide how many segments to enter (chap 2)

marketers must examine: sales potential, growth oppurtunities, competition currently in that market, a companies own ability to compete & its own ability to market to the segment

the marketing mix chanel (chap 1)

the four p's: product, price, place (distribution), promotion -combining 4ps

pricing from an imc perspective (chap 2)

the price must be consistent with the perceptions of the product as well as the communications startegy

when is globalization appropriate? (chap 19)

Globalization often works best for: brands can be adopted for visual appeal avoiding translation problems, brands promoted with image campaigns playing to universal needs, values, emotions, high tech products, new to the world, not steeped in the cultural heritage of the country of origin, products with a nationalistic flavor if the country has a favorable reputation in the field, products appeal to a market segment with universally similar tastes interests needs values

imagery (chap 9)

Imagery execution is used when the goal is to encourage consumers to associate the brand with the symbols, characters, & or situation shown in the ad

state regulation (chap 20)

In addition to recognizing decisions by the federal courts regarding false or deceptive practices, many states have special controls & regulations governing the advertising of specific industries or practices

identifying markets (chap 2)

-isolate consumers with similar: lifestyles, social class, economic status, geographic location, age, marital status, needs

step 3: communication implementation (chap 1)

-media strategy -message startegy -integration: advertising/PR/internet marketing/sales promotion direct marketing/personal selling -media calender -budgeting -step 4: evaluation (control)

distribution (chap 2)

this slide introduces the concept of market channels & describe briefly about the types of channels direct channels & indirect channels

advertising regulations (chap 20)

-Internal: self-regulation -External: state & federal regulation

chapter 10 media planning & strategy learning objectives

-Key terminology in media planning -How to develop a media plan -The purpose of media objectives -Media strategies -Characteristics of media

Chapter 17 Study Guide

-Pubic relations: defintion -MPR: proactive/reactive PR -Publics; PR tools -PR advantages -Publicity -Corporate advertising -Image advertising -Event sponsorships -Advocacy advertising -Cause-related advertising

positioning startegies (chap 2)

-attributes & benefits -price/quality -use/application -product class -product user -competitor -cultural symbols

benefit segmentation (chap 2)

-for example: watch, toothpaste, cereal

using BDI & CDI (chap 10)

High market share good market potential, high market share poor market potential, low market share good market potential, low market share poor market potential (high BDI, high CDI, low CDI, low BDI)

nescafe president ad from japan (chap 19)

Japan is a high context culture. You can see there are almost no written message. However, people understand the ad message

victorias secret ads (chap 21)

This ad 2013, was criticized by many parents since victorias secret created this ad for targeting teenagers

experiential benefit (chap 1)

what it feels like to use the product (ex: you feel safe when you drive a car)

buying television time (chap 11)

-Network advertising (NBC, ABC, CBS, FOX) -CW: co owned CBS/Viacome & Warner Bros, formed in 2006 -Spot & local advertising -Syndication

calculation CPM (chap 10)

-Per-page cost, time: 234,000, newsweek: $210,000 -Circulation, time: 4.0 million, newsweek: $3.1 million

measuring advertising effectiveness (chap 18)

-What to test: source factors, message variables, media strategies, budget decisions -How to test: testing guidelines, appropriate tests -Where to test: laboratory tests, field tests -When to test: pretesting, postesting -For advertising measurement, there are four areas: what, where, how, & when to test

Chapter 7 Study Guide

-base/value of objectives -Marketing objectives -Problems with sale objectives -Carryover effect -Examples of communication objectives -Characteristic of communication objectives -Benchmark measures -Marginal analysis/weakness -Sales responses -Concave downward response curve -S-shaped response curve -Budgeting approaches: top down/build up -Percentage of sales, ROI -Sov (share of voice) effect

Questionnaire Design

1) Explain the survey purpose 2) Opening (general) questions 3) Research topic questions 4) Classification questions

promotional offers through the mail (chap 14)

Costco september 2018 coupon book, this is an example of combination direct mail & sales promotion (coupan)

applying similarity (chap 6)

Dove ad applied similarly using models who resemble typical consumers

titleist popularity appeal (chap 9)

The ad for titleist golf balls uses a popularity appeal by noting now titleist has been the #1 ball played at the u.s. Open golf tournament for 70 straight years

red bull feature appeal (chap 9)

This red bull ad focuses on the various ingredients contained in the energy drink & the benefits they provide, such as enhanced performance, endurance, concentration. This particular ad is targeted to college students, & suggests that red bull can help you stay awake & alert when studying for exams

television commercial vs. product placement (chap 13)

-(based on actual tv show with 15 million viewers) -Cost: tv commercial $392,500 (USA only), product placement 22,000 (20 countries, cost can be much less, more viewers (since tv ad is one time, but product place can be seen many times), low CPM, long time (ad is one night), reaching many countries. Also, some products (alcohol, tabaco) can be shown without any restrictions -Viewers: 15 million (US only), 120 million + over 3 years -% of viewers watching: 8-10% (1.5 million), 100% (120 million +) -CPM: $261.16 $.16 -Duration of ad: 1 night 1 to 40 years + -Number of times shown: once hundreds of times -Number of countries: 1 20 -Celebrities use product: no yes -Different time slots: no yes -Investment to create commercial: yes no -Can the celebrity drink my products alcohol products: no yes

slice of life execution (chap 9)

-Base on problem/solution approach -The slice of life execution is generally based on a problem/solution approach. This type of ad portrays a problem or conflict that consumers might fact in their daily lives

internet search advertising (chap 15)

-Behavioral targeting: targeting online ads to consumers based on their web searching behavior, based on advertisers targeting consumers by tracking their website surfing behaviors, such as which websites they have visited & or searches they have made. -Retargeting: ads follow a website user & are displayed on subsequent websites that user visits, use based on behavioral targeting -Contextual advertising: ads are determined by the content on the webpage (ex: google adsense), -Native advertising: a web advertising in which advertiser gains attention by providing valuable content in the context of the users experience

agency compensation methods (chap 3)

-Commissions from media -Fee, cost & incentive based systems -Percentage charges -three are three methods for agencies compensation

factors influencing sales (chap 7)

-Competition -Advertising & promotion -Distribution -Price -Product quality -The economy -Technology -Advertisers need to think about how a promotional program will influence sales, but they must remember that sales are a function of many factors. Advertising can make consumers aware of & interested in a brand, but it cant make them buy it.... Particularly if it is not readily available or is priced higher than a competing brand. Highlight the wisdom of the marketing adage that says "nothing will kill a poor product faster than good advertising"

characteristics of objectives (chap 7)

-Concreate, measurable task: increase awareness 40% by when, a precise statement of what appeal or message the advertiser wants to communicate to the target audience -Benchmark measures: determining a target markets present level of awareness, knowledge & liking toward a product, in degree of sought marketers must know the target markets present position regarding the various response stages otherwise, one cannot judge the success of the campaign -Well defined audience: demographic, geography or psychographics, which may be based on descriptive variables such as geography, demographics, psychographics, or behavior -Specified time period: within which to accomplish the objectives

classifications of magazines (chap 12)

-Consumer -Farm -business

chap 4 study guide

-Consumer decision making process -Decision stage/psychological process -Maslow's hierarchy of needs -Motivation research -Selective perception process -Subliminal perception -Evoked set -functional/psychosocial consequences -Cognitive dissonance -Motivation, perception, attitude -How to change attitudes -Brand loyalty -Behavioral learning theory/cognitive learning theory repetition/reinforcement -Environmental influences on CB

coupon trend (chap 16)

-Coupon usage remained high after the recent recession -Marketers are using them to compete against: lower priced competitors, private label store brands, internet & mobile marketing are used for coupon distribution, groupon/living social/valpak.com

advertising creativity (chap 9)

-Creative strategy: determining what the advertising message will say or communicate -Creative tactics: determining how the message strategy will be executed -In chapter 8, we studied creative strategy. This chapter focuses on creative tactics

chapter 14 study guide

-Direct marketing -Definition & objective -Combination with other tools -One step/ two step strategies -Direct marketing media -Cost per order (CPO) -Customer lifetime value (CLTV) -RFM analysis

types of newspaper advertising (chap 12)

-Display ads: found throughout the newspaper, can be local or national -Classified ads: ads arranged under subheads according to the product, service, or offering advertised. Examples include employment, real estate & automotive -Special ads & interests: legal notices, financial reports, public notices of changes in business & personal relationships -Printed interests: they are printed by the advertiser & taken to the newspaper to be inserted before delivery -Local (mostly retail) -National or general -Small items arranged by topic -Rates based on size, duration -Legal notices public reports -Notices by people & or organizations -Political ads -Circulars, catalogs, brochures

centralized system (chap 3)

-Advertising manager = marketing communications manager, responsible for all promotions activities except sale, controls the entire promotions, administration & execution, coordination with other departments, coordination with outside agencies & services -Under centralized system, an advertising manager is responsible for administration & execution, coordination with other departments & coordination with outside agencies & services

centralization of international advertising (chap 19)

-Budgeting -Agency selection -Creative strategy -Research -Campaign development -Media strategy

when to test (chap 18)

-Pretesting: occur at a number of points, from as early on as idea generation to rough execution, ex: concept testing, before the campaign is implemented, can include focus groups, in home interviews, mall intercept, internet surveys, or laboratory methods -Posttesting: determine if the campaign is accomplishing the objectives, serve as input into the next periods situation analysis

top 10 syndicated programs (chap 11)

1) The big bang theory (AT) 3.5 rating 2) Law & order 2.8 rating 3) The big bang theory (weekend) B 2.6 rating 4) Family fued 2.5 rating 5) Modern family 2.4 rating 6) Judge judy 2.3 rating 7) Wheel of fortune 1.9 rating 8) Jeopardy 1.8 rating 9) Two & a half men 1.6 rating 10) Family guy 1.5 rating

honda rational appeal (chap 9)

The copy of the ad discusses features of honda suvs such as the cr-v, hr-v & pilot. The u.s. News & world report awards are used by many consumers in evaluating the suvs & other automotive vehicles & can have a strong influence on their purchase decisions

brand & category analysis (chap 10)

The market usually represents good sales potential for both the product & the brand, the category isnt selling well but the brand is; may be a good market in which to advertise but should be monitored for sales decline, the product category shows high potential but the brand isnt doing well the reason should be determined, both the product category & the brand are doing poorly, not likely to be a good place to advertise

creative advertising for old spice body wash (chap 8)

This slide presents a popular old spice ad & a couple of tag lines. The serious of the ads have changed consumer perceptions toward the product from old fashion to fresh & young

consumer behavior (chap 4)

The process & activities people engage in when searching for, selecting, purchasing, using, evaluating, & disposing of products & services

web 2.0 social media & other media (chap 15)

The reasons for which people use social media sites: involve, create, discuss, promote & measure

Primary Research

-Interview -Survey -Approaches: qualitative (informal) research, in depth interview, focus group, quantitative (formal) research, survey

scale

-Likert scale (5-9 scales), it is important to help others on the job -Semantic differential scale (traditional, modern, worried, content, stressed, relaxed, unhappy, happy)

analyzing the receiver (chap 5)

-Mass marketers & audiences -Market segments -Niche markets -Individual & group audiences

research

-Secondary research -Primary research

market segmentation (chap 2)

-dividing a market into distinct groups -a group should have common needs & respond similarly to a marketing action

public relations (chap 1)

-systematically planning & distributing information in an attempt to control & manage image & the nature of the publicity received

demographic segmentation ad (chap 2)

-womenshealth.com -this ad used demographic bases (gender & age)

liquor advertising on tv (chap 20)

-60 million underage viewers -Many trade associations have developed self regulatory programs. This is particularly true in industries whose advertising is prone to controversy, such as liquor & alcholic beverages, drugs, & various products -Although industry associations are concerned with the impact & consequences of members advertising, they have no legal way to enforce their guidelines. They rely on peer pressure from members or other nonbinding sanctions to get advertisers to comply

rich media (chap 15)

-A broad range of interactive digital media that exhibit dynamic motion, taking advantage of enhanced sensory features such as video, audio, & animation -Online commercials: are appearing more often on the next. Online advertising spending continues to rise, & consumer acceptance of these ads is increasing -Video on demand: consists of various entertainment activities (which include ads or are not sponsored) that are also available through the internet -Webisodes: are short featured films created by the advertiser, in which companies create their own content to advertiser their products -Other forms

self regulation by advertisers & agencies (chap 20)

-A creative review board or panel: check potential to be perceived as offensive, misleading, or deceptive -Corporate attorneys/lawyers: review the ads for potential legal problems -The various methods by which agencies & advertisers attempt to keep themselves out of legal trouble -Have a creative review board with experienced personnel to examine ads for content & execution, as well, -Have ads examined by corporate attorneys to avoid potential legal problems & their accompanying time, expense, & negative publicity

sales promotion (chap 16)

-A direct inducement that offers an extra value or incentive for the product to the sales force, distributors, or the ultimate consumer with the primary objective of creating an immediate sale -An extra incentive to buy: such as coupons, rebates, sweepstakes, entries, or an extra amount of product -Targeted to different parties: consumers or trade members -A tool up to speed up sales: speed up the selling process & maximize sales volume -Consumer oriented promotions: directed at consumers -Trade oriented promotions: designed to motivate distributors & retailers -There are two types of activities involved in consumer oriented & trade oriented promotions. Consumer oriented promotions target final consumers. Trade oriented promotions target distributors such as wholesalers or retailers

trade allowances (chap 16)

-A discount or deal offered to retailers or wholesalers to encourage them to stock promote, or displays the manufacturers product: buying allowance(a deal or discount offered to resellers in the form of a price reduction on merchandise. These discounts are often in the form of an in-voice allowance, which means a certain per case amount or percentage is deducted from the invoice.manufacturers offer trade discounts expecting wholesalers & retailers to pass the price reduction through to consumers, resulting in greater sales) (off-invoice allowance), promotional allowance(manufacturers often give retailers allowances or discounts for performing certain promotional or merchandising activities in support of their brands. These merchandising allowances can be given for providing special displays away from the 'products' regular shelf position, running in store promotional programs, or including the product in ad), slotting allowance(some retailers demand a special allowance for agreeing to handle a new product to manufacturers. Federal trade commission & small business administration limits the use of slotting fees because they are anticompetitive. Despite the concerns over their use, many national & regional grocery store chains continue to charge slotting fees, arguing that there is a limit to the number of products they can carry on their shelves & these fees are warranted. However, some stores such as costco, whole foods, & walmart do not charge slotting fees. -Trade shows: manufacturers display their products to current & potential buyers, a forum where manufacturers can display their products to current & prospective buyers -Cooperative advertising: horizontal cooperative advertising(sponsored by a group of retailers or other organizations providing products or services to the market ex: automobile dealers in an auto park) (groups of retailers), ingredient sponsored cooperative advertising(supported by raw materials to help establish end products that include the companies materials (dupont promoting teflon) (intel inside), vertical cooperative advertising(manufacturer pays for a portion of the advertising a retailer runs to promote the availability of the manufacturers product in the retailers place of business) (manufacturers pays a portion of ad a retailer runs to promote the product, cost of advertising is shared by more than one party

to whom we will advertise? (chap 10)

-A good indicator of the potential of the market -Index number: index = percentage of users in a demographic segment divided by percentage of population in the same segment times 100 -The index number, determined by using the formula on this slide, is a good indicator of market potential: an index number over 100 means use of the product is proportionately greater in that segment than in one that is average (100 or less than 100).

social media (chap 15)

-A group of internet based applications that build on ideological & technological foundation of web 2.0 & that allow the creation & exchange of user generated content -Social networking sites: platforms for networks or social relations among people who share interests, activities, backgrounds, or real life connections -Social media is a broad web 2.0 application. Social networking is a part of social media. Social networking sites are platforms for networks or social relations among people who share interests, activities, backgrounds, or real life connection

survey research

-A highly structured series of written questions that is administered to a large number of persons -Surveys require data analysis using some statistical methods -Survey results in numbers, percentages, averages & other mathematical devices explain how a population looks, behaves, thinks, or reacts

agency selection (chap 19)

-A major agency with both domestic & overseas offices -An agency that is affiliated with agencies in other countries -A local agency for each national market -Agency selection: the selection of an agency to handle a companies international advertising depends on how the firm is organized for international marketing & the type of assistance it needs to meet its goals & objectives in foreign markets. Three basic alternatives for selecting an advertising firm for international marketing -Creative decision: if the standardized approach is taken, the creative team must develop advertising that will transcend cultural differences & communicatie effectively in every country. But it a localized advertising strategy is adopted, then the creative team must determine what type of selling idea, ad appeal, & execution style will work in each market. A product may have to be positioned differently in each market depending on consumers usage patterns & habits

public relations (chap 17)

-A management function -Which evaluates public attitudes -& identifies the policies & procedures -Of an organization with the public interest -& executes a program of action (& communication) -To earn public understanding & acceptance -The definition of public relations is that it is a management function which evaluates public attitudes, indentifies the policies are procedures of an organization with the public iterest, & executes a program of action (& communciation) to earn public understanding & acceptance

communication (chap 19)

-A means of understanding -High context vs low context -Low context cultures: swiss-german, german, scandinavian (except finland), north american, french -High context cultures: english, italian, latin american, arabic, japanese -Information implicity received -Information explicitly conveyed -A high context culture relies on implicit communication & nonverbal cues. In high contect communication, a message cannot be understood without a great deal of background information. Asian, african, arab, central european & latin american cultures are generally considered to be high context cultures -A low context culture relies on explicit communication. In low context communication, more of the information in a message is spelled out & defined. Cultures with western european roots, such as the united states & australia, are generally considered to be low context cultures

in-depth interview

-A one on one interview between a researcher & a respondent ("tell me about that") -A researcher engages respondent in an informal discussion of subject matter (conversations), comfort must be established, few expectations (explore, no solution) -"I knew I was a real skater when i just had to have vans, not just for boarding, but for wearing"

message sidedness (chap 6)

-A one sided message. When the target audience already holds a favorable opinion. Less educated audience. Mentions only positive attributes or benefits -A two sided message. When the target audience holds an opposing opinion. Better educated audience. Presents both good & bad points -Buckleys uses a two sided message

questionnaire

-A predetermined set of questions designed to capture data from respondents -Questions: open ended questions, close ended questions

refutational appeal (chap 6)

-A special type of two sided message -Communicator presents both sides of an issue & then refutes the opposing viewpoint -Useful to build attitudes that resist change and must defend against attacks or criticism of their products or their company

retargeting (chap 15)

-An internet user, visits your site, leaves your site, your retrageting ad here later as they browse the internet, your ad will display on other sites, your retargeting ad captured their interest. The internet user then converts into a loyal customer -Advertising to internet users who have viewed products or services online but left before buying by purchasing ad space on other websites

advertising associations (chap 20)

-Aaaa (american association of advertising agencies): a major trade association of the ad agency business, issues guidelines for specific types of ads, aaaa which is the major trade association of the ad agency business in the united states, has established standards of practice & its own creative code. It also issues guidelines for specific types of advertising, such as comparative messages -Aaf (american advertising federation): consists of advertisers, agencies, media, & advertising clubs, involved in ad legislation & influences agencies to abide by its code & principles -American association of advertising agencies (aaaa) & the american advertising federation (aaf) are made up of advertisers, agencies, media & advertising clubs monitor & police industrywide advertising, aaf consists of advertisers, agencies, media, & numerous advertising clubs. It has standards for truthful & responsible advertising, is involved in advertising legislation, & actively influences agencies to abide by its code & principles

selectivity (chap 12)

-Ability to reach a specific target audience, special interest groups -City magazines provide geographic targeting, regional advertisers, national advertisers

budget considerations (chap 10)

-Absolute cost: actual total cost to place the message -Relative cost: relationship between the price paid for advertising time or space & the size of the audience delivered -Used to compare media vehicles -Optimize audience delivery within budget

creative process (chap 8)

-Account planning; a process that involves conducting research & gathering all relevant information about a clients product & service, brand & consumers in the target audience -Account planner: responsible for all the research, provide the key decision makers with the information they require to make an intelligent decision -To facilitate the creative process, many agencies now use account planning, which is a process that involves conducting research & gathering all relevant information about a clients product or service, brand & consumers in the target audience. Account planning plays an important role during creative strategy development by driving the process from the customers point of view

retailer promotion (chap 16)

-Account specific promotion: a manufacturer collaborates with an individual retailer to create a customized promotion that accomplishes mutual objectives -Usually giant retailers (ex. Walmart, target) promote a compamys project. The company & a retailer pay advertising fee together & promote together

foundation of the 2020 agency (chap 3)

-Accountability: responsibility for outcomes, not just outputs, attention to success metrics vs. just cost of service, measuring what matters: results for clients instead of agency time -Agility: agile philosophy applied to work flow, prototyping & minimum viable products, interdisciplinary teams vs. departments -Collaboration: culture that values collaboration over managing hours, teams of givers not just takers, agency partners as peaceful competitors -Digital fitness: individuals with high digital IQ, digital as competency across agency not just a department, deep understanding of data & personalization -Effectiveness: provider of solutions not just services, true project management vs. tracking of hours, focus on effectiveness for clients not just efficiency for agency -Expertise: knowledge of specific markets or audiences, best in-class business model vs full service, centers of excellence & best practices Innovation: revenue streams from intellectual property not just work for hire, labs as independent business units, marketing invention business not just service business -Pricing: pricing as a core competency versus costing, aligning the economic incentives of both client & agency, professional sellers negotiating with professional buyers -Traditional advertising agencies are facing competition from a variety of specialist companies, particularly in the areas of digital marketing & information technology, as well as the clients themselves who are brining more of their IMC functions in house. Agencies must be able to prove their value to clients & show how they are providing solutions to their marketing communications problems, not just services

percentage charges (chap 3)

-Adding a mark up to the various services the agency purchases from outside providers -Artwork, printing, photography -Marketing research -Markup: 17.65% -This slide discusses the fee, cost & incentive based systems. Fee arrangement systems: charges a basic monthly fee for all its services & media commissions earned -Cost plus system: the client agrees to pay the agency a fee based on the costs of its work. It requires careful cost accounting & may be difficult to estimate. Agencies are also reluctant to let clients see their internal cost figures -Incentive based compensation: clients demand more accountability from their agencies & compensation is based on their performance (it can be increasing market share/sales, increasing awareness, etc). A new variation of this system has emerged in the form of value based compensation whereby agencies are compensated if they achieve certain results as measured by agreed upon metrics -Percentage charges: one way to compensate an agency is by by adding a markup of percentage charges to various services the agency purchases from outside providers. These may include market research, artwork, printing, photography & other services or materials. Percentage charges cover administrative costs while allowing a responsable profit for the agencies efforts

pattern advertising (chap 19)

-Ads follow a basic approach, but themes, copy, & visual elements are adapted to difference in local markets -Taylormade ads: us ad right & british ad left they used pattern illustration & copy were changed

network advertising (chap 11)

-Advantage: simplification of the purchase process, offer the most popular programs & control prime time programming, reaching nationwide audiences with one media buy, advertiser has to deal with only one party or media representative to air a commercial nationwide -Disadvantage: the high cost of network time, advertising during popular shows that have a wider reach is becoming increasingly expensive -How to buy: up-front market- a buying period that occurs before the TV season begins -Scatter market: runs through the tv season, networks can get higher prices for commercial time on the scatter market for new shows that end up attracting large audiences over the course of the television season

indoor transit advertising (chap 13)

-Advantages: exposure (long length of exposure because of ride times), frequency (commuters & riders are regularly exposed to the advertisements) -Disadvantages: reach(does not always reach the right target consumer), mood of the audience (mass transit can be crowded & hurried, limiting the effectiveness of the advertisements placed there)

newspapers (chap 12)

-Advantages: extensive penetration (high degree of market coverage), flexibility (quick turnaround of running & producing the ads), georgaphic selectivity (nationally & locally), reader involvement & acceptance(consumers rely on newspapers for news, information & entertainment, & help with purchase decisions), service offered( newspapers can also assist small companies through free copywriting & art services. Small advertisers without an agency or advertising department often rely on the newspaper to help them write & produce their ads) -Disadvantages: poor reproduction( impacts the visual appeal of certain products food, clothes,) , short lift span(readership lasts less than a day), lack of selectivity(newspapers reach broad consumer groups; it is difficult to target specific types of customers), clutter(on average, 64% of a paper is devoted to advertising)

advertising on cable television (chap 11)

-Advantages: national, regional & local available, highly selective narrowcasting, low cost, flexibility, -Limitations: overshadowed by major networks, audience fragmentation, lacks penetration in major markets -Facilitates narrowcasting: reaching very specialized markets -Low cost & flexibility: advertising rates on cable programs are much lower than those for the shows on the major networks -Often overshadowed by major networks: households with basic cable service watch considerably more network & syndicated programming than cable shows -The audience is fragmented: the number of viewers who watch any one cable channel is generally quite low -Cable locks penetration in major markets: in some market areas, wired cable penetration is low as many households recieve cable

the internet, digital & social media (chap 15)

-Advantages: target marketing (ability to target very specific groups of individuals with a minimum of waste coverage), message tailoring (messages can be designed to appeal to the specific need & wants of the target audience, much of which comes from behavior tracking), interactive capabilities( strong potential for increasing customer involvement, engagement, & satisfaction & almost immediate feedback for buyers & sellers), information access (internet users can find a plethora of information about almost any topic of their choosing merely by conducting a search), sales potential (incredible sales numbers are being generate in both the business to business & the customer segments. The number of persons who shop online & then purchase offiline has continued to increase), creativity(creatively designed site can enhance a companies image, lead to repeat visits, & positively position for the company or organization in the consumers mind), exposure(for many smaller companies, the internet enables to gain exposure to potential customers that heretofore would have been impossible), speed(the internet is the quickest means of acquiring & providing the information pertaining to a company), complement to IMC(the internet digital & social media complement & are complemented by other IMC media), timeliness(the ability to communicate quickly & currently offer an advantage that no other media can match) -Disadvantages: measurement problems(lack of reliability of the research numbers generated), clutter(as the number of ads proliferates, the likelihood of ones ad being noticed drops accordingly), potential for deception(data collection without consumers knowledge & permission, hacking & credit card theft are among the problems confronting internet users, privacy(collection of personal data which are subsequently provided to marketers, sometimes, without the users knowledge), irritation(discontent with clutter, email spam, & pop ups & pop unders)

participants in the IMC process (chap 3)

-Advertiser (client) -Advertising agency -Media organizations -Marketing communication specialist organizations, direct-marketing agencies, sales promotion agencies, interactive agencies, public relations firms -Collateral services -This slide presents the participants in the integrated marketing communications process. They can be divided into five major groups. Each group has specific roles in the promotional process -Advertiser (client): the company or organization that has the product, service, or cause to be marketed & pays for the IMC program -Advertising agency: specializes in the creation, production & placement of communications messages. They may provide other services to facilitate the IMC process -Media organizations: marketers need to purchase time or space to deliver their advertising & promotion messages -Marketing communication specialist organizations: provide specialized marketing communication services, include direct response agencies. Sales promotion agencies, public relations firms, digital/interactive agencies -Collateral services: companies that provide a wide array of support functions such as marketing research, package design, photography, video production & so on -Imc agencies: the combination of advertising agency & marketing communication specialist organizations

issues (chap 21)

-Advertising & promotion ethics -Marketing or promotion action may be legal but not ethical -Marketers must base their decisions on ethical considerations -This slide discusses the ethical considerations of advertising & promotion. Ethics is defined as moral principles & values that govern the actions & decisions of an individual or group. While many laws & regulation determine what advertisers can & cannot do, not every issue is covered by a rule or law. Marketers must make decisions regarding appropriate & responsible actions on the basis of ethical considerations -Social & ethical criticism of advertising -Untruthful or deceptive -Offensive or in bad taste: source sexual appeals, shock advertising -Advertising & children -Social & cultural consequences

Chapter 21 Study Guide

-Advertising & promotion viewpoints -Social & ethical criticism of advertising -Materialism -Advertising & children -Consumer socialization process -Social & cultural consequences -Economic impact of advertising -Issues of competition (economies of scale)

creatives strategy development (chap 8)

-Advertising (IMC) campaign: a set of interrelated & coordinated marketing communication activities that center on a single theme or idea, a short term in nature -Advertising campaign theme: a strong idea, central message, slogan/tagline -Most ads are part of a series of messages that make up an IMC or advertising campaign. Determining the unifying theme or idea around which the campaign will be built is a critical part of the creative process, as it sets the tone for the individual ads & other imc tools that will be used

chapter 9 study guide

-Advertising appeals -informational/rational appeals -Emotional appeals -Transformational ad -Reminder advertising -Teaser advertising -Advertising execution techniques -Slice of life -Basic components of print advertising

appeals & execution style (chap 9)

-Advertising appeals: the approach used to attract the attention of consumers, To influence consumer feelings toward a product, service, or cause -Execution style: the way an appeal is turned into an advertising message, the way the message is presented to the consumer -The appeal forms the underlying content of the advertisement & the execution is the way in which that content is presented. A particular appeal can be executed in a variety of ways & a particular means of execution can be applied to a variety of advertising appeals

direct marketing (chap 1)

-communicating directly with target customers to generate a response & or transaction -involves: database management, direct selling, telemarketing -direct response advertising: encourages the consumer to purchase directly from the manufacturer

how advertising works (chap 5)

-Advertising input: message content, media, scheduling, repetition -Filters: motivation, ability (involvement) -Consumer: cognition, affect, experience Consumer behavior: choice, consumption, loyalty, habit, etc -The various models discussed in this chapter are important as they present the basic elements of communication & provide insight into how consumers process & respond to advertising & other IMC tools. It is vital to understand the communication process as it provides a foundation for studying & evaluating integrated marketing communications. Those involved in various aspects of IMC find that understanding the communication process helps them make better decisions in planning, implementing, & evaluating their marketing communication programs

economic impact of advertising (chap 21)

-Advertising makes things cost more, right? -Consumer choice: differentiation, brand loyalty, differentiation whereby the products or services of large advertisers are perceived as unique or better than that of competitors. Brand loyalty, which enables large national advertisers to gain control of the market, at the expense of smaller brands -Competition: barriers to entry, economies of scale: large advertisers have more monies for advertisements & competitive advantages for media buying (ex: reduced rate), large firms with huge advertising budgets create barriers to entry, which makes it difficult for other firms to enter the market. This results in less competition & higher prices. There are economies of scale in advertising, particularly with respect to factors such as media costs -Products costs & prices: advertising is an expense that increases product costs, increased differentiation, advertising can result in higher prices by increasing product differentiation & adding to the perceived value of the product in consumers minds. Advertising can also lower prices by making a market more competitive, which usually leads to greater price competition

direct marketing combines with (chap 14)

-Advertising: direct response ads, infomercials, direct marketing itself is a form of advertising -Support media: send direct mail with promotional product, adding a promotional product, adding a promotional product to a direct mailer increases response rates -Sales promotions: direct mail & coupon, direct mail pieces are often used to notify consumers of a sales promotion or event, direct mail pieces are often used to notify consumers of a sales promotion or event -Personal selling: auto dealers send an invitation to show cars, but also sell a car -Public relations: PR activities (ex. charity) & telemarketing, public relations activities often employ direct response techniques to do such things as solicit funds

place based out of home media (chap 13)

-Aerial advertising (uses airplanes for pulling banners, skywriting, & blimps. It is not too expensive & is useful for reaching specific target marketers) -Mobile billboards (carry advertisements & are moveable; costs are based on the area where they are advertised & the mobile board company's fees)

the response process (chap 1)

-Aida model, cognitive stage: attention, affective stage: interest, desire, behavioral stage: action -Hierarchy of effects model, cognitive stage: awareness, knowledge, affective stage: liking, preference, conviction, behavioral stage: purchase -Innovation adoption model, cognitive stage: awareness, affective stage: interest, evaluation, behavioral stage: trial adoption -Information processing model, cognitive stage: presentation, attention, comprehension, affective stage: yielding, retention, behavioral stage: behavior -This slide describes the three basic stages of the traditional hierarchy models: the cognitive stage (learning stage) includes what the consumer knows about the brand. This stage includes awareness that the brand exists & knowledge, information or comprehension about its attributes, characteristics, or benefits, the affective stage: (feel stage) refers to the consumers feelings or affect level (like or dislike) for the particular brand. This stage also includes stronger levels of affect such as preference or conviction, the cognative or behavioral stage: (do stage) refers to the consumers action toward the brand such as trial, purchase, & ultimately decision to repurchase or reject it

guerilla marketing (chap 13)

-Aka stealth street buzz ambush viral -Guerilla marketing has variety names, stealth, street buzz, ambush, or viral marketing. Advertisers can reach consumers such as college students & other young adults. The slides are examples of guerrilla marketing

alternative evaluation (chap 4)

-All available brands: brand A-O -Evoked set of brands: brand b, brand f, brand m, brand I, brand e -In the alternative evaluation stage, the consumer compares the various brands or products & services he or she has identified as being capable of solving the consumption problem & satisfying the needs or motives that initiated the decision process

global products, local messages (chap 19)

-An in-between approach: standardizing products, think globally act locally, localizing ad messages -Adapt messages to respond to: language, cultural, market conditions, use of pattern advertising -This slide explains the in-between approach to global marketing & advertising, which standardizes the product & basic marketing strategy, but localized the advertising messages -Pattern advertising: involves having ads that follow one basic approach, but themes, copy, & visual elements are adapted to differences in local markets

direct marketing (chap 14)

-An interactive system of marketing which uses one or more advertising media to affect a measurable response & or transaction at any location -Interactive tv -The internet -Telemarketing -Print -Other media -Direct mail -Objective: immediate behavioral response -This communication occurs through direct response media, such as direct mail, telemarketing, interactive tv, print, & the internet. The direct marketer usually seeks a direct behavioral response (not just sale) -Advantages of using direct marketing: selective reach; advertisers can reach a large number of people, while minimizing waste coverage, segmentation; purchased lists allow segmentation based on geographic area, occupation, demographics, job title, & more, frequency; how often the target market is exposed to the ad. Inexpensive mediums allow more frequent ad runs, testing; direct marketing allows for easy testing of the effectiveness of the overall program as well as specific elements, timing; direct marketing materials can often be put together & distributed quickly, unlike other media, which require long range planning, personalization; no other advertising medium can personalize the message as well as a direct media, measures of effectiveness; feedback is often immediate & always accurate -Disadvantages of using direct marketing: image factors, the mail segment of this industry is often referred to as junk mail, & junk emails fare no better, content support; mood creation is limited to the surrounding program & or the editorial content, rising costs; as postal rates & print costs increase, direct-mail profits are directly impacted

premiums (chap 16)

-An offer of an item, merchandise, or service free or at a low cost, that is an extra incentive for customers -Types of premiums: free premiums; only requires purchase of the product, self liquidating; consumer required to pay some or all of the cost of the premium -There are two basic types of premium: free(are small gifts or merchandise that is included in the product package or sent to consumers who mail in a request along with a proof of purchase. Package carried free premiums have high impulse value & provide an extra incentive to buy the product. They are popular in the fast food restaurant industry, & are often included in kids meals to attract children, self liquidating premiums (require the customer to pay for some or all of the cost of the premium, plus handling & mailing costs. The marketer usually purchases these items in large quantities, then offers them to consumers at lower than retail prices. Self-liquidating premiums are designed, not necessarily to make money, but to cover costs & offer value to the consumer.

developing a media plan (chap 10)

-Analyze the market -Establish media objectives -develop/implement media strategy -Evaluate performance

step 3: after interview

-Analyzing interview data what do the data mean? -Read through the interview responses & look for patterns or themes among the participants -If you get a variety of themes, you may want to see if you can cluster them in any meaningful way, such as by type of participant

cost

-Another major benefit of UGC relates to the costs of creating content. Brands dont need to spend a fortune hiring professional photographers & video production crews. Instead, they can leverage the talent of their customers. Brand still need to cultivate their digital presence to encourage customer contributions, but overall, UGC can help brands manage their marketing expenses by leveraging the time & talent of their fans -One of the many brands that have mastered cost effective UGC is GoPro. The action camera brand built its reputation by encouraging customers to share their experiences & adventures on social media using footage from their GoPro cameras. -Go pro has a dedicated website where customers can share their videos, photos & stories. They also have dedicated social media channels where they feature customer content as a way to build a strong brand community. Go pro offers incentives & rewards to customers who share their content for many, seeing their content on the brands website or social media channels is a big motivator -UGC helped gopro build a strong community of loyal customers & increase brand awareness & reach without expensive marketing campaigns. Go pro has seen UGC related to its brand spread widely on social media & other digital platforms as a form of advertising. The brands UGC campaign has also helped establish go pro as a leader in its industry & a brand synonymous with adventure & excitement -In short, UGC can help you build trust, increase brand awareness, foster community, & save you some money a pretty sweet deal if you ask me. Dont be afraid to ask your customers to share their experiences with your brand & products. You might be surprised at how much it can benefit your business.

message appeals (chap 6)

-Appeal to the logical, rational minds of consumers -Appeal to the feelings & emotions of consumers -Appeal to both -One of the advertisers most impact creative strategy decisions involves the choice of an appropriate appeal. Some ads are designed to appeal to the rational, logical aspect of the consumers decision making process; others appeal to feelings in an attempt to evoke some emotional reaction. Many believe that effective advertising combines the practical reasons for purchasing a product with emotional values. In this section we will examine several common types of message appeals, including comparative advertising, fear & humor

how to use internet (chap 15)

-Apply to your IMC campaign -Sales promotion on the internet: online coupon, sweepstake, numerous companies tie in sales promotions to their website & or through other forms of digital & social media -Personal selling on the internet: B to B, companies have used the internet to improve their one on one relationships with customers. Bu providing more information in a more timely & efficient manner, a company enables customers to learn more about what it has to offer (mostly B to B). A major disadvantage is the high cost -Public relations on the internet -Direct marketing on the internet

searching the major selling idea (chap 8)

-Approaches: Using a unique selling proposition, finding the inherent drama, creating a brand image, positioning -Advertisers can use to guide the creatives team search for the big idea. The big idea should attract the consumers attention, get a reaction & set the advertisers product or service apart from the competition -There are myriad ways to approach the search for big ideas & 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

transformational ads (chap 9)

-Associates experience of using the advertised brand with a unique set of psychological characteristics -Characteristics of transformational ads: makes experience of using the product riches & or more enjoyable, connects experience of the advertisement with experience of using the brand

research (chap 8)

-Background research: books & periodicals (adevrtising age, adweek, brandweek), trade publications & scholarly journals, pictures & clippings, ads from the competition, local, state, & federal governments, secondary research suppliers, various industry trade associations, advertising & media organizations -General trends, condition -product/service-specific research -Problem detection: was developed to find ideas around which creative strategies could be based. A problem detection study can provide valuable input for product improvements, reformulations, or new products -Qualitative research -Focus group: bring together 10 to 12 people from the target market, who are then led through a discussion regarding a particular topic. These groups give insight into why & Okay how consumers use a product or service, what is important to them in choosing a particular brand, what they like & dont like about various products or services, & any special needs they might have that arent being satisfied. A focus group session might also include a discussion of types of ad appeals to use or evaluation of the advertising of various companies -Ethnographic research: consumers are observed in their natural environment. Some agencies send anthropologists or trained researchers into the field to study & observe consumers in their homes at work or at play -Observing consumers in their natural environment -As a rule, creative people are open to any research or information that will help them better understand the clients target market & assist in generating creative ideas

self regulation by business (chap 20)

-Bbb (better business bureau): the largest & best known self regulatory mechanism by the business -Bbbs: local level promotes fair advertising & selling practices, handles consumer complaints about local business, company -Council of bbb national level: assists new industries in developing advertising codes & standards, provides information about advertising regulations & legal rules -Better business bureau is a largest & best known self regulatory mechanism. The local bbb handles consumer complaints about local business practices & particularly advertising. Local bbbs are located in most large cities throughout the united states & supported entirely by dues of the more than 100,000 member firms. Local bbbs investigate complaints from consumers & other companies. They promote fair advertising & selling practices across industries at the local level. The parent organization is the council of better business bureaus, which plays a major role at the national level, as the third party administrator of the advertising industry self regulatory system

interviewer

-Be polite -Help people come up with ideas -Silence can also be important -Dont insist in an answer if the participant seems uncomfortable -Needs to be able to listen carefully & pay attention to non-verbal as well as verbal responses

advertising in movie theaters (chap 13)

-Before the film & preview -In theater lobbies -At kiosks -On popcorn tubs -In move theater advertising includes commercials shown before films, ads in lobbies & on products, & the large amount of revenue that this type of advertising can bring in

step 2: during interview

-Begin the interview with a broad 'ice-breaker' -Very specific questions saved for last -Ask comments or suggestions

the unique selling proposition (USP)

-Benefit: buy this product/service & you get this benefit, each advertisement must make a proposition to the consumer -Unique: must be unique to this brand or claim; rivals cant or dont offer it -Strong: promise must be strong enough to move mass millions, the proposition must pull consumers to your brand -This approach can be very affective when a particular brand possess a unique attribute that is important to consumers. However, the advertiser must make sure that they can substantive the uniqueness claim or they may face legal challenges

awareness

-Beyond trust, UGC can also increase brand awareness & reach. When customers share a post or photo featuring a brand or product, their entire network sees it. If that customer has significant following, their posts bring a whole lot of eyes to your brand. That can be a good thing or a bad thing -Here's an example of when its bad: united breaks guitars is a song & music video that musician dave carroll created in 2009 after united airlines damaged his guitar during a flight. After failing to receive satisfaction from the airline, dave wrote & recorded a song about his experience & posted it on youtube. The song quickly went viral & received over 17 million views in the first year. It significantly impacted uniteds reputation & customer trust during that time -The song became a classic example of how UGC can have a major impact on a brands reputation & awareness. It also encouraged companies to be proactive in handling customer complaints. Caroll wrote the song with a funny, iconic tone, but the message was clear: the airline didnt care about his customer experience. The song was not only a form of UGC but also a form of protest & a call for action. It was a way for the customer to use his creativity to express frustration & dissatisfaction -As a result of the song, united airlines issued a public apology & established a customer relations department to handle customer complaints. It also served as a remainder for other companies to take customer complaints seriously & to respond promptly & effectively

out of home (OHH) media

-Billboards: total revenue is $5187.2 64.9% bulletins, spectacular displays, wall murals, vinyl wrapped posters, 30 sheet posters, 8 sheet posters, 65% -Street furniture: total revenue is $473.9 5.9% bus shelters, urban furniture, kiosks, convenience stores, shopping malls, constitute 6% of outdoor billings -Place based media: total revenue is $928.1 11.6% arenas & stadiums, airborne, marine, campuses, resorts & leisure, interior place based, exterior place based, digital media, cinema, -Transit: total revenue is $473.9 5.9% buses, airports, mobil, subway & rail, trucksides, taxi displays, wrapped vehicles, has 18% of outdoor billings

build up approaches (chap 7)

-Bottom-up budgeting -Objective & task method: define communications objectives to be accomplished, determine specific strategies & tasks needed to attain them, estimate costs associated with performance of these strategies & tasks -The major advantage of the objective & task method is what the budget is driven by the objectives to be attained. The managers closet to the marketing effort will have specific strategies & input into the budget-setting process. The major disadvantage of this method is the difficulty of determining which tasks will be required & the costs associated with each. This objective & task method consists of three steps The total budget is based on the accumulation of these costs

nontraditional support media (chap 13)

-Branded entertainment: a form of advertising that blends marketing & entertainment through television, film, music talent, & technology -Goals: use entertainment media to gain consumers attention & exposure to products & or brands -Branded entertainment, product placements, product interrogation, advertainment, content sponsorship, ad supported VOD, others -Product placements: promoting a product using plugs for products within movies, books, tv shows, video game, showing the actual product or an ad for it as part of a movie or tv show -Plugs: tom cruise ray bans in risky business, james bond BMW & heineken beer in swordfish -Cingular: spiderman -Et & reese pieces: m&m classic marketing mistake -Product integration: the product is woven throughout the program, the product is woven throughout the program content & or script -Advertainment: the creation of video or music content by an advertiser, the creation of video & or music content by advertisers to entertain viewers while advertising their products -Content sponsorship: sponsor specific programs, rather than developing their own content, some advertisers agree to sponsor specific programs, integration & promotions in return -Ad supported video on demand (VOD): on cable tv networks that are developed by advertisers & provided to the cable operators for free -Others: other forms of branded entertainment through wireless, mobile & branded locations

establishing the budget (chap 7)

-Budget: when time gets tough, advertising & promotional budgets are the first to be cut, expense vs. investment -Establishing the budget: marginal analysis, sales response model -Budget decision is not a one time responsibility. A new budget is formulated every year, each time a new product is introduced, or when either internal or external factors necessitate a change to maintain competitiveness

marketing public relations functions (chap 17)

-Building marketplace excitement before media advertising breaks -Improving ROI -Introducing a product with little or no advertising -Providing a value added customer services -Building brand to customer bonds -Influencing the influentials -Defending products at risk & giving consumers a reason to buy -MPR messages has more credibility & need less expense than advertising. Proactive MPR means to make a foundation of the companies credibility before something happened. Reactive MPR uses when the company has a crisis (ex: product recall)

cable television (chap 11)

-Cable tv: CNN, MTV, CNBC, ESPN, MSNBC, the expanded viewing options, greater audience fragmentation, great competition power between cable channels & networks for adverting fee -Superstations: (TBS, WGN) independent local stations that send their signal nationally via satellite to cable operators to make their programs available to subscribers, carry national advertising: relatively inexpensive, programming on superstations generally consists of sports, movies, & reruns of network shows. Expanded viewing options via cable have led to audience fragmentation, which can help advertisers better target their audience -Many national advertisers are turning to spot advertising on local cable systems to reach specific geographic markets as it affords them more precision in reaching specific markets -The growth in spot cable advertising is also being facilitated by the use of interconnects, where a number of cable systems & networks in a geographic area are joined for advertising purposes. These interconnects increase the size of the audience an advertiser can reach with a spot cable buy

anti spamming legislation (chap 20)

-Can spam act of 2003 email rules -Controlling the assault of non-solicited pornography & marketing act (can spam act) -Prohibit false or misleading transmission information -Conspicuous notice of the right to opt out -Clear & conspicuous identification that the message is an advertisement -A valid physical postal address for the sender -Can spam aims at controlling spamming & providing requirements for commercial emails, & those requirements

the concept of unfairness (chap 20)

-Causes substantial physical or economic injury to consumers -Could not reasonably be avoided by consumers -Must not be outweighed by countervailing benefits to consumers or competition -Ftc's authority regulates unfair advertising practices. According to ftc policy, the three re the basis for determining unfairness. A violation of public policy could, by itself, constitute an unfair practice or could be used to prove substantial consumer injury

decentralized international advertising (chap 19)

-Central authority: region one: campaigns, creative, media, research, budgets. Region two: campaigns, creative, media, research, budgets. Region three: campaigns, creative, media, research, budgets

future for newspapers (chap 12)

-Challenges: competition from other media(many newspapers will have to gear up to compete as direct marketers as well as respond to online classified ad sites. They also have competition from local radio & TV stations & from yellow pages publishers, circulation(many newspapers are responding to this issue by emphasizing readership measures & developing online versions of their papers. They are also eliminating "ego circulation" & focusing on regional editions in their immediate trade area), attracting & retaining readers(many newspapers are redesigning their layouts, introducing new sections, & revising old ones to appeal to important market segments, such as women & young adults -Online delivery & multiple platforms (the internet & online services are eroding print newspaper readership. Newspapers are addressing this threat by making their papers available online.

factors considered in budget setting (chap 7)

-Changes in advertising strategy & or creative approach 51% -Competitive activity & or spending levels 47% -Profit contribution goal or other financial target -Level of previous years spending with adjustment -Senior management dollar allocation or set limit -Volume share projections -projections/assumptions on media cost increases -Modifications in media strategy & or buying techniques

online marketing to children (chap 20)

-Childrens online privacy protection act (coopa) of 1988: restriction on collecting information from children via the internet, websites aimed at children under age 13 to obtain parental permission to collect personal information -The childrens online privacy protection act (coopa) of 1988 placed restrictions on collecting information from children via the internet & requires that websites directed at children & young teens have a privacy policy posted on their home page & areas of the site where infomation is collected

cost elements of advertising space (chap 12)

-Circulation: the higher the circulation, the higher the rate -Size of the ad: space is generally sold on the basis of space units, such as full page & quarter page. Some magazines quote rates on the basis of column inches. The larger the ad, the higher the cost -Position: prime positions, such as the front and back covers, cost more -Editions: editions selected by geographic region or demographic cost more -Ad frequency: the more often an ad runs, the lower the space charges become -Use of color: ex: black & white vs four color -Insertion number/frequency

magazine circulation (chap 12)

-Circulation: the number of individuals who receive a publication through either subscription or store purchase, circulation figures represent the number of individuals who receive a publication through either subscription or store purchase. The number of copies distributed to these original subscribers or purchases is known as primary circulation & is the basis for the magazines rate structure -Circulation verification: alliance for audited media (AAM), consumers magazines & farm publications, business publications audit (BPA), business publications, circulation verification services provide media planners with reliable figures regarding the size & distribution of a magazines circulation that help them evaluate its worth as a media vehicle -Most major publications are audited by one of the circulation verifications services. Consumer magazines & farm publications are audited by the alliance for audited media. More than 2,000 business publications are audited by the business publications audit (BPA) of circulation. Many of these published on a controlled-circulation basis, meaning copies are sent (usually free) to individuals the publisher believes can influence the companies purchases

measurement of direct marketing (chap 14)

-Cost per order (CPO): evaluates the relative effectiveness of an ad based on the number of calls generated -Customer lifetime value (CLTV): determines the dollar value associated with a long term relationship with a customer, helps determine if a customer should be acquired, optimizes existing customers service levels

spot & local advertising (chap 11)

-Commercials shown on local tv, with time negotiated & purchased directly from the individual stations -National spot advertising: all non-network advertising done by a national advertiser -Local advertising: airtime sold to local firms -National advertisers use spot tv advertising to: concentrate ad in area where market potential is greatest & make ad support is needed, ad in test market areas, offer support & cooperative ad to local dealer & retailers -Difference between spot advertising & local advertising: spot- network time period but non-network & controlled by each local station, local- local time & controlled by each local station -All nonnetwork advertising done by a national advertiser is known as national spot advertising. Airtime sold to local firms such as retailers, restaurants, banks & auto dealers are known as local advertising

examples (chap 7)

-Communication objectives are derived from marketing objectives -Marketing objectives: increase sales, increase market share -Communication objectives: translate sales goal or market share goal into specific communication objectives, increase brand awareness, create favorable predisposition, strengthen the brand image -Managers may be able to translate general marketing goals into communication goals & specific promotional objectives

chapter 5 the communication process learning objectives

-Communication process in IMC -Basic model of the communication process -Word-of-mouth & viral marketing -Consumers respond to advertising & promotional messages Influence of social media -Organizations send communications & messages in a variety of ways, such as through advertisements, brand names, logos, & graphic systems, websites, press releases, package designs, promotions, & visual images. Those involved in the planning & implementation of an IMC program need to understand the communication process & what it means in terms of how they create, deliver, manage, & evaluate messages about a company or brand

public relations on the internet (chap 15)

-Company image -Event -Feedback -Crisis management -Many sites devote a portion of their content to public relations activities, including the provision of information about the company, its philanthropic activities, annual reports, & more PR uses internet to build company image. Event is a type of PR. -PR uses internet to obtain feedback. Also, internet is a main communication channel for PR when a crisis occurs

message appeal options (chap 6)

-Comparative ads: especially useful for new brands, often used for brands with small market share, used often in political advertising -Fear appeals: may stress physical danger of threats to health, may identify social threats, can backfire if level of threat is too high -Humor appeals: can attract & hold attention, often the best remembered, puts consumers in a positive mood

share of voice effect (chap 7)

-Competitors share of voice: high, decrease find a defensible niche, attack with large SOV premium, low increase to defend, maintain modest spending premium -Share of voice: refers to a companies or brand percentage of the advertising messages, compared to all advertising messages for that product or service. Recommended spending strategies shown in the chart are based on different market share & share of voice scenarios & suggest the following: when market share is high, & competitors SOV is high, increase to defend market share, when market share is high & competitors SOV is low, maintain a modest spending premium to hold market share, when market is share is low & competitors SOV is high, decrease overall spending & find a defensible market niche, when market share is low & competitors SOV is low, attack with a large SOV premium to increase market share

communications objectives (chap 7)

-Conative (behavioral): ad stimulate or direct desires -Affective (feeling): ads change attitudes & feelings -Cognitive (thinking): ads provide information & facts -Purchase, purchase intentions, favorable attitudes & image, brand knowledge & interest, brand awareness -Consumers move through before making a purchase: cognitive (thinking), affective (feeling), & conative (behavioral). Marketers should identify where target consumer is to set communication objectives

communications effects pyramid (chap 7)

-Coniative: 5% use, 20% trial -Affective: 25% preference, 40% liking -Cognitive: 70% knowledge/comprehension, 90% awareness -The "hierarchy of effects" advertising model outlines the stages that consumer must move through before making a purchase -Low-level objectives, such as brand awareness, must be accomplished before moving to higher levels. Therefore, advertisers set their communications objectives in relation to where the target audience currently lies, with respect to the various blocks of the pyramid. The stages at the base of the pyramid are easier to accomplish than those toward the top, such as trial & repurchase or regular use. Thus, the percentage of prospective customers declines as they move up the pyramid

chapter 4 perspectives on consumer behavior learning objectives

-Consumer behavior & advertising & promotion programa -Consumer decision making process -Behavioral learning theory & cognitive learning theory -CB & external factors -Consumer learning process -Marketers need to understand how consumers gather information regarding various alternatives & use this information to select among competing brands, & how they make purchase decisions. Where do they prefer to buy a product? How are they influenced by marketing stimuli at the point of purchase?

growth of direct marketing (chap 14)

-Consumer credit cards: which make it easy for consumers to purchase -Technological advances: that make it easier for consumers to shop & for marketers to reach targeted consumers. These include electronic media & the internet -Miscellaneous factors: including changing values, more sophisticated marketing techniques, & the industries improved image -Changing structure of society & markets: money rich, time-poor society -Direct marketing is one of the fastest growing forms of promotion in terms of dollar expenditures. A number of factors have led to this extraordinary growth

consumer learning process (chap 4)

-Consumer learning: the process by which consumers acquire consumption related knowledge & experience that they apply to future behavior -Behavioral learning theory: external factor -Cognitive learning theory: internal factor -Two basic approaches to consumer learning are the behavioral approach & cognitive learning theory. Behavioral learning theory views consumers learn by external factors. Cognitive learning theory views consumer learn by internal factors

receptivity & engagement (chap 12)

-Consumers choose to purchase -They are interested in the content -Ads are relevant to the issue or topic area -Ad receptivity, trustworthy, life-enhancing, social interaction, personal timeout, inspirational

country of origin effect (chap 19)

-Consumers general perceptions of quality for products made in a given country, ex: french wine, swiss watch -National reputations for quality & or a distinctive image can be used as the basis for global advertising -The types of products that are best suited to worldwide appeals are visual appeal, universal needs, values, emotions, high tech products, a nationalistic flavor, & universally similar tastes, interest, needs & values. For example, teenagers & wealthy people from different countries tend to have similar interests & tastes -Refers to consumers general perceptions of quality for products made in a given country, such as swiss watches & german cars

methods (chap 18)

-Content analysis (publicity) -Meeting & event attendance: the level of attendance, fill out evaluation sheet -Interview -Focus group -Survey: view a specific television program, read a particular news story, what they remember -For example one of your objectives is increase media exposure. Then you can measure how many people are exposed to the message via media (that you used). Or you can measure number of hits on the internet (which you used0 -For example, one of your objectives is increase awareness. You can measure how man people recognize the topic or message; how many people recall the message etc. then, explain what research method you will apply to measure such as interview or survey

types of trade oriented promotions (chap 16)

-Contests & incentives: used to stimulate greater sales efforts. Cash awards are known as push money or spiffs -Trade allowances: a discount offered to retailers or wholesalers to encourage them to stock, promote, or display products -Display & point of purchase (POP) materials: end of aisle displays, banners, posters, shelf cards, motion pieces, stand up racks & so on -Sales training programs: manufacturers provide sales training assistance to retail salespeople -Trade shows -Cooperative advertising: the cost of ad is shares by more than one party The trade promotion tools that manufacturers use as inducements for wholesalers & retailers

scheduling methods (chap 10)

-Continuity: scheduling constant advertising without variation, continuous pattern of advertising every day, every week, or every month. Appropriate with food products, household products & products consumed on an ongoing basis -Flighting: the employment of periods of advertising along with periods of non-advertising, intermittent periods of advertising & no advertising. Well suited to seasons or other products that are consumed mostly during certain time periods. -Pulsing: continuity is maintained, but a certain times promotional efforts are stepped up, combination of continuity & fighting; continuity is maintained but a certain periods advertising is increased. Used for products with little sales variation from period to period, but might see some increase in certain times, such as cold beverages in the hot summer months -The primary objective of media scheduling is to time advertising efforts so they will coincide with the highest potential buying periods. -The advantages & disadvantages of each of the three methods of promotional scheduling: continuity serves as a constant reminder to the consumer, covers the entire buying cycle, & allows for media priorities. However, the disadvantage of continuity are the higher costs, potential for overexposure, & limited media allocation possible, cost efficiency of advertising only during purchase cycles is an advantage of flighting. Another advantage is that, it allows for more than one medium or vehicle with limited budgets. Disadvantages of flighting are weighting may offer more exposure & advantage over competitors, increased likelihood of wearout, lack of awareness, interest, retention of promotional message during nonscheduled times, & vulnerability to competitive efforts during nonscheduled periods, pulsing as the same advantages as the previous two methods. The disadvantage of pulsing is that, it is not required for seasonal products

schedules of reinforcement (chap 4)

-Continuous: learning occurs rapidly & every response is rewarded, behavior is likely to cease when reinforcement stops -Partial or intermittent: learning occurs more slowly but lasts longer, only some responses are rewarded -Shaping: reinforcement of successive acts that lead to a desired behavior pattern or response -Schedules of reinforcement can be continuous or intermittent. Learning occurs rapidly with continuous reinforcement, but the behavior is likely to cease when the reinforcement stops. Learning occurs more slowly with intermittent reinforcement, but the behavior lasts longer. Shaping is the reinforcement of successive acts that lead to a desired behavior pattern

decentralized advertising system (chap 3)

-Corporate -Production -Finance -Marketing -R & D -Human resources -Sales -Product management -Marketing services -Brand manager -Advertising dept -Marketing research -Ad agency -Sales promotion -Brand manager -Package design -Merchandising -Event marketing -Ad agency -Sponsorships -This slide shows how a company would organize advertising & promotion under a decentralized brand management system, which is often used by large companies with multiple divisions, products, & brands

advantages of radio (chap 11)

-Cost & efficiency: radio commercials are cheap to produce. They require only a script that is read by the radio announcer or a prerecorded message that can be broadcast -Receptivity: consumers perceive radio advertising to be more personally relevant to them than ads on television or the internet -Selectivity: companies can focus their ads on specialized audiences, such as certain demographic & lifestyle groups -Flexibility: it is the most flexible of all media, because it has a very short closing period. Ads can be changed almost up to the time they go on the air. -Mental imagery: it encourages listeners to use their imagination when processing a commercial message. Radio may also reinforce TV messages through image transfer. -Integrated marketing opportunities: it can be used in conjunction with other media, including TV, magazines, & newspapers, to provide synergistic effects

selecting time periods & programs (chap 11)

-Cost of tv advertising time varies depending on the: time of day, particular program, since audience size varies as a function of these two factors. -Tv time periods are divided into dayparts: dayparts are specific segments of a broadcast day, the various daypart segments attract different audiences in both size & nature, so advertising rates vary accordingly, audience size & demographic composition also vary depending on the type of program -Advertising rates depend on the size & popularity of dayparts -Prime time draws the largest audiences, with 8:30 to 9pm being the most watched half-hour time period. Because prime time demands premium rates, this daypart is dominated by large, national advertisers. As a rule, daytime tv attracts women, early morning attracts women & children. The late night fringe is popular among advertisers trying to reach young adults who tune in to the late show with david letterman, or the tonight show with jay leno

relative cost of broadcast media (chap 10)

-Cost per rating point (CPRP) -CPRP= cost of commercial time divided by program rating -Cost per spot ad CSI 10,000, survivor 7,500, rating CSI 18 survivor 17, reach (thousand) 197,000 survivor 186,150 -The broadcast media provide a different comparative cost figure, referred to as cost per ratings point or cost per point (CPP), based on the following formula calculate & survivor CPRP & identify which one is more cost effective

determining relative cost of print media (chap 10)

-Cost per thousand (CPM) -CPM = cost of ad space (absolute cost) divided by circulation times 1,000 -This slide discusses how the relative cost of print media is calculated. Cost per thousand (CPM): cost breakdowns on the basis of cost per thousand people reached. Used by print media -The cost per thousand may over or underestimate the actual cost of effectiveness. A medium with a much higher CPM may be a wiser buy if it reaches more potential customers. Therefore, media buyers often rely on target CPM or TCPM, which calculates CPMs based on the target audience, not the overall audience. Calculate time & newsweek CPM & identify with one is more cost effective -TCPM (target cost per thousand): the cost per thousand may overestimate or underestimate the actual cost-effectiveness. A medium with a much higher cost per thousand may be a wiser buy if it is reaching more potential receivers. (most media buyers rely on target CPM (TCPM) which calculates CPMs based on the target audience, not the overall audience -For example, ABC magazine circulation 8,000,000; cost per page $234,000; my company target market is 18-49; ABC magazine circulation to the target market is 65% of the circulation calculate CPM & TCPM for ABC magazine

disadvantages of magazines (chap 12)

-Costs: the costs of advertising in magazines very according to the size of the audience they reach & their selectivity. Advertising in large mass-circulation magazines can be very expensive -Limited reach & frequency: magazines are generally not as effective as other media in offering reach & frequency. For example, readers digest has the third highest circulation of any magazine, at 5.5 million, but this represents only 5 percent of the 115 million households in the united states -Long lead time: most major publications have a 30 to 60 say lead time, which means space must be purchased & the ad must be prepared well in advance of the actual publication date. No changes in the art or copy of the ad can be made after the closing date -Clutter & competition: the clutter problem for magazines is something of a paradox. The more successful a magazine becomes, the more advertising pages it attracts, & this leads to greater clutter

teaser advertising (chap 9)

-Create curiosity & build interest & excitement in a new product or brand by talking about it but not showing it. -Teasers or mystery ads are used by marketers to draw attention to upcoming product launches & or advertising campaigns & generate interest & publicity for them -For example, under armour has used teaser ads to create interest & excitement around new product introductions such as running & basketball shoes, the company recently used teaser ads as a part of its prelaunch campaign for its armour 30 performance monitoring system

user-generated content (UGC) chap 9

-Created by consumers rather than the company -Techniques: interactive games, mobile tour, contests, facebook, twitter -Another form of advertising that is becoming increasingly popular is user-generated content (UGC), whereby ads are created by consumers rather than by the company & or its agency

federal trade commission (chap 20)

-Created by ftc 1914 -Wheeler lea amendment 1938 -To regulate unfair & deceptive ad practices -Three major divisions: consumer protection, economics, competition

other types of agencies & services (chap 3)

-Creative boutique: provides only creative services, full service agencies may subcontract with creative boutiques, ability to turn out incentive creative work quickly (ex: copywriter) -Media specialist companies: specialize in buying media: programmatic buying, provide media strategy (time & space) -Agencies & clients develop their own media strategies, but purchasing advertising media has grown more complex as specialized media proliferate. This created a niche market for media specialist companies that specialize in the analysis & purchase of advertising time & space -Some of the characteristics of media specialist companies include: they specialize in buying media time, particularly radio & television time. Because they purchase large amounts of time & space, they usually receive large discounts & can save the agency/company money, they are paid a fee or commission for their work

planning creative strategy (chap 8)

-Creative challenge: every marketing situation is different & each campaign or advertisement requires a different creative approach -Creative risks: essential for creating breakthrough advertisements that get noticed -Every marketing situation is different & each campaign or advertisement requires a different creative approach. Creative risks are essential for creating breakthrough advertisements that get noticed

limitations of radio (chap 11)

-Creative limitations: no visual image, short lived & fleeting message, receiver cannot control the rate at which it is processed -Audience fragmentation: the percentage of the market tuned to any particular radio station is usually very small -Chaotic buying: acquiring, evaluating, & contracting with the 10,000+ radio stations in the U.S. is difficult & time consuming -Limited research data: little audience information available to guide a purchase, compared to other media. -Limited listener attention: listener attention is diverted by car passengers, cell phones, traffic. When not in a car, radio, is often in the background -Digital media competition: commercial free satellite radio, MP3 players, online listening via the internet -Clutter: as much a problem with radio as with other advertising media

chapter 8 study guide

-Creative strategy & creative tactics -Advertising creativity -Perceptual debate -Account planning/account planner -Advertising campaign -Advertising theme -Creative brief -Major selling idea -Unique selling proposition -Inherent drama -Image advertising

chapter 8 creative strategy planning & development learning objectives

-Creative strategy in advertising -Creative strategy development -Major selling ideas -This chapter describes the role of creative strategy in advertising, describe the development of creative strategy, & examine approaches to developing the major selling ideas that are used as the basis for an advertising campaign

language (chap 19)

-In latin america: chevy nova dosent run -Esso: in japan stalled car -Got milk? In spain are you lactating? -taylor made in japan & korea the set is dead. Dead -A meaning that is implied by a word apart from the thing which it describes explicity, words carry cultural & emotional associations or meaningsm in addition to their literal meanings or denotations

advertising creativity (chap 8)

-Creative strategy: determining what the advertising message will say or communicate -Creative tactics: determine how the message strategy will be executed -There are myriad of ways to convey an advertising message, but underlying them all are, in this chapter the focus will be on creative strategy. Creative tactics will be examined in chapter 9 -The ability to generate fresh, unique & appropriate ideas that can be used as solutions to communications problems, divergence, relevance

perpetual debate (chap 8)

-Creative versus hard-selling advertising: creative types (art director, copywriter, commercial director, & producer) tended to promote their own aesthetic viewpoints & personal career objectives. In other words, they tended to favor producing ads that communicated their unique creative talents, which in turn permitted them to find better jobs with an increased salary -It isnt creative if it dosent sell, stick with what works, only artistics value & originality count, try something new

advantages of television (chap 11)

-Creativity & impact: interaction of sight & sound offers tremendous creative flexibility & opportunities for the advertising message -Coverage & cost effectiveness: television can reach large audiences cost effectively (absolute cost might be expensive, but cost effective considering relative cost) -Captivity & attention: commercials impose themselves on viewers as they watch their favorite programs & are likely to be seen unless some effort is made to avoid them -Selectivity & flexibility: audiences vary by program content, broadcast time, & geographic coverage; cable television offers additional selectivity (ex: cable tv)

advantages of public relations (chap 17)

-Credability -Cost -Avoidance of clutter -Lead generation -Selectivity -Image building -The advantages of using public relations in an IMC program: credibility (not seen as being sponsored by the organization which enhances perceptions of credibility), cost savings (do not have to pay for the media time or space, avoidance of clutter (generally news items not cluttered by other ads), lead generation (certain announcements can lead to inquires), selectivity (can reach specific groups), image building (can develop a positive image for the company)

environmental influences on CB

-Culture: the complexity of learned meanings, values, norms & customs shares by members of a society -Subculture: groups or segments in a society that possess similar beliefs, values, norms & patterns of behavior -Culture, subculture, social class, reference group, situational determinants Social class: relatively homogenous, people share similar lifestyle, values, norms, interest, & behavior -Reference group: family/peers Situational determinants: usage, purchase time, communication situation -Consumers do not make purchase decisions in isolation. Any number of external factors may influence consumer decision making, including culture= the learned meanings, values, norms & customs shared by a society. It is the broadest & most abstract influence on buyer behavior, subculture= the smaller groups within cultures whose beliefs, values, norms, & patterns of the behavior set them apart from the larger cultural mainstream. Subcultures can be based on age, geography religion, & ethnicity, social class= homogenous divisions in a society into which people sharing similar lifestyles, values, norms, interests & behaviors can be grouped, reference groups= a group whose presumed perspectives or values are being used by an individual as the basis for his or her judgements, opinions & actions, it is one of the primary factors influencing our purchase decisions, situational determinants= the specific situation in which consumers make a purchase decision or plan to use a product or service. Situational determinants include the usage situation, the purchase situation, & the communications situation

factors influencing advertising budgets (chap 7)

-Customer, cost, market, product, strategy -While the theoretical bases should be considered in establishing the budget appropriation, a number of other issues must also be considered. For a product characterized by emotional buying motives, hidden product qualities, & or strong basis for differentiation, advertising would have a noticeable impact on sales. Products characterized as large-dollar purchases & those in the maturity or decline stages of the product would be less likely to benefit

implications of the ELM (chap 5)

-Customers level of involvement has important implications for marketing communications -High involvement: sales presentation should contain strong arguments -Low involvement: creative tactics are more important than detailed message arguments -Effectiveness of message depends on customers route to persuasion

types of newspapers (chap 12)

-Daily: found in cities & larger towns, may of which have more than one. Daily newspapers are read by nearly 50% of adults each weekday, and by 55% on sundays. They can be further divided into morning, evening, or sunday -Weekly: originate in small towns or suburbs & focus on evets relevant to the local area. There are 6,700 weekly newspapers in the U.S., with an average circulation of 7,500 they appeal primarily to local advertisers -National: have a national circulation, such as USA Today & The Wall Street Journal. Competitive Media Reporting specifies that national newspapers publish at least 5 times per week, with no more than 67% of its distribution in any one area -Special audience: published for particular groups, such as labor unions, professional organizations, industries, & religious groups -Supplements: magazine type supplements that appear in the newspaper, such as parade or USA weekend

broadcast (posttest) chap 18

-Day after recall tests: major advantages of day after recall tests are thet they are field tests. The natural setting is supposed to provide a more realistic response profile. These tests provide norms that give advertisers a standard for comparing how well their ads are performing -Persuasive measures: attempting to measure persuasive impact of the commercial on brand selection -Diagnostics: measures to determine viewers evaluations of the commercial, including comprehension & clarity -Comprehensive measures: a combination of each of the three previous measures -Test marketing: designed to measure their advertising effects in specific test markets before releasing them nationally. The markets chosen are representative of the target mark -Tracking studies: measure the effects of advertising on awareness, recall, interest, & attitudes toward an ad & or brand as well as purchase intentions at regular intervals, are used to measure the effects of advertising on awareness, recall, interest, & attitudes toward the ad & or brand as well as purchase intentions at regular intervals. The major advantage of tracking studies is that they can be tailored to each specific campaign & or situation

objectives marketing vs imc (chap 1)

-communication objectives: what firm seeks to accomplish with its promotional program -tools: promotional mix (promotion, place, price, product) -marketing objectives: what to be accomplished by the overall marketing program -tools: marketing mix (4ps)

public relations in global marketing (chap 19)

-Deal with local governments, media, trade associations, & the general public -Present the company as a good corporate citizen -Serve as part of the IMC program & help market the product or service -Deal with specific issues & problems the company may face in foreign markets -Public relations: is becoming increasingly important, because companies need a favorable image to be successful in foreign markets. This slide discusses the role of public relations in global marketing programs, which is used by international marketers to support & enhance their marketing & advertising efforts

deceptive advertising (chap 20)

-Deception: a misrepresentation, omission, or practice that is likely to mislead the consumer, is a misrepresentation, omission, or practice that is likely to mislead the consumer acting reasonably in the circumstances to the consumers detriment. The way the ftc tries to prevent deceptive ads before they occur -Ftc programs to prevent deceptive ads: affirmative disclosure (consumers need to know information about consequences, conditions, & limitations associated with the use of the product), requires advertisers to include certain types of information in ads so consumers can be aware of all the consequences, conditions & limitations associated with use of the product or service -Advertising substantiation: must have supporting documents for their claims & prove the claims are truthful, requires advertisers to have supporting documentation for their claims & to prove the claims are truthful

consumer decision making process (chap 4)

-Decision stage: problem recognition, information search, alternative evaluation, purchase decision, post-purchase evaluation -Psychological process: motivation, perception, attitude formation, integration, learning This slide points out the stages in the consumer decision making process & the relevant internal psychological processes that relate to each -Problem recognition consumer perceives a problem, need, or want & becomes motivated to solve or satisfy it, Information search looking for information needed to make a decision, Alternative evaluation considering other brands or alternatives, Purchase decision actual purchase of the product or service, Post purchase evaluation compares level of performance with expectations; it results in consumer becoming satisfied or dissatisfied -The internal psychological process occur at each stage of the decision process: motivation factors that compel a consumer to take a particular action, perception the process by which consumers receive select organize & interpret information to create a meaningful picture, attitude formation overall feeling toward or evaluation of an object, integration the way product knowledge meanings & beliefs are combined to evaluate two or more alternatives, learning process by which individuals acquire the purchase & consumption knowledge they apply to future related behavior

receiver (chap 5)

-Decoding: receivers frame of reference or field of experience, the process of interpreting a sender's message into thought -Different worlds: sender experience, receiver experience -Moderate commonality: sender experience, receiver experience -High commodity: sender experience, receiver experience -Noise: unplanned distortion in the communication process, occurs because the fields of experience of the sender & receiver dont overlap -Response: receivers set of reactions after seeing, hearing, or reading the message -Feedback: receivers response that is communicated back to the sender -For effective communication to occur, the message decoding process of the receiver must match the encoding of the sender. Effective communication is more likely when there is some common ground between the two parties -Throughout the communication process, the message is subject to extraneous factors that can distort or interfere with its reception. This unplanned distortion or interference is known as noise. -The receivers set of reactions after seeing, hearing, or reading the message is known as a response -Feedback is that parts of the receivers response that is communicated back to the sender. Feedback, which may take a variety of forms, closes the loop in the communications flow & lets the sender monitor how the intended message is being decoded & received -This slide shows the results of a survey conducted by digital television technology company TiVo, which found that more than 80 percent of respondents multitask almost every time or sometimes during a commercial break. It means there are a lot of noise

the future of agency compensation (chap 3)

-Decreased use of traditional media -Reduction of budgets all around -Agencies held more accountable for fees they charge -Increased emphasis on procurement driven cost cutting (media rebates) -As more companies adopt IMC approaches, they are reducing their reliance on traditional media advertising, & this is leading to changes in the way they compensate their agencies. The changes in agency compensation are also being driven by economic factors as their companies cut their advertising & promotion budgets as part of their efforts to save money all areas of their marketing programs -Companies are also making their agencies more accountable for the fees they charge them for services & are asking for more transparency in how agencies structure, determine, & present fee compensation -The involvement of procurement specialists in negotiations continues to affect agency compensation, & a new issue has emerged from the increased emphasis on procurement driven cost cutting: the practice of media rebates, which are loosely defined as an agencies receipt of a volume discount or compensation from media buys that is not passed on to the client

approach to setting objectives (chap 7)

-Defining advertising goals for measured advertising results (DAGMAR) -Awareness: making the consumer aware of the existence of the brand or company -Comprehension: developing an understanding of what the product is an what it will do for the consumer -Conviction: developing a mental disposition in the consumer to buy the product -Action: getting the consumer to purchase the product -Many promotional planners use this model as a basis for setting objectives & assessing the effectiveness of promotional campaigns

chapter 16 study guide

-Definition: sales promotion -Reasons for sales promotion increases -Account specific promotion -Types of consumer oriented promotions -Bounce back -Premiums -Types of trade oriented promotions -Trade allowances/slotting allowance -Trade shows -Cooperative advertising -horizontal/ingredient-sponsored/vertical

communication (chap 5)

-Definition: the passing of information, the exchange of ideas or process of establishing a commonness of thought between a sender & receiver -Element of the communication process: source (sender), message, channel, receiver, noise, response/feedback

psychographic segmentation (chap 2)

-life style: aios (activities, interests, & opinions) -vals (values & lifestyles) attitudes, behaviors & decision making pattern -PRIZM (nielsen claritas) -psychographic segmentation uses sevral variables such as lifestyle, personality, values & needs. psychographic segmentation has been increasingly more popular with the advent of the values & lifestyles (vals program)

agency organization & structure (chap 3)

-Departmental system: all agency functions are set up as a separate department -Group system: individuals from each department work together in groups to service particular accounts -This slide discusses the concept of agency organization & structure. Under the departmental system, each of the agency functions is set up as a separate department. Many large agencies use the group system, in which individuals from each department work together in groups to service particular accounts -For very important accounts, the group members may be assigned exclusively to one client. Many agencies prefer the group system because employees become very knowledgeable about the clients business & there is continuity in servicing the account. For smaller accounts, agencies usually use departmental system

Web 3.0 (chAP 15)

-Design elegance, technical sophistication, media, site, forum, read write web, blog, RSS, wiki, meta tags, semantic web, HTML, producer generated content, mashups, CGI, software as a service, SOAP, user generated content, XML, CSS, API, OPML, system generated content -We are moving toe web 3.0

media plan (chap 10)

-Determines the best way to get the advertisers message to the market -Goal: find combination of media that enables the marketer to deliver the message to the target market in the most cost effective manner possible -The media plan is the guide for media selection. It requires development of specific media objectives & specific media strategies (plans of action) designed to attain these objectives

step 1: before interview

-Develop a list of interview questions based upon information needs -Recruit interviewee(s) -Prepare a recorder or a note

headlines (chap 9)

-Direct headline: straightforward & informative, straightforward & informative in terms of the message they are presenting & the target audience they are directed toward. Common types of direct headlines include those offering a specific benefit, making a promise, or announcing a reason the reader should be interested in the product or service -Indirect headline: not straightforward about identifying the product, not straightforward about identifying the product or service or getting to the point. They are often more effective at attracting readers attention & interest because they provoke curiosity & lure readers into the body copy to learn an answer to get an explanation. Techniques for writing indirect headlines include using questions, provocations, how to statements, & challenges

direct marketing media (chap 14)

-Direct mail -Catalogs -Email -Broadcast media -Tv spots: are referred to in the direct marketing industry as short form programs. These spots include direct response commercials commonly seen on television for products such as drugs & toiletries, audio & video supplies, household products & more -Infomercials: is a long commercial that is designed to fit into a 30 minute or 1 hour time slot. Many infomercials are produced by the advertisers and are designed to be viewed as regular tv shows -Home shopping -Print media -Telemarketing: sales (consumer & business to business) is continuing to decrease since 2004. Problems associated with telemarketing include its potential for fraud & deception & its potential for annoyance. These developments have led to the development of a do not call list for both landline & cell phones

direct marketing on the internet (chap 15)

-Direct mail -Infomercials -E-commerce -Direct marketing tools have been used for communications objectives & e-commerce. Many direct marketing tools like direct mail, informercials & the like have been adapted to the internet. Also, home shopping channels use internet as ongoing communication with consumers.

specialized services (chap 3)

-Direct marketing agencies: data base management, direct mail, research, media service -Sales promotion agencies: contest, sweepstakes, refund, incentive offers, sampling program -Public relations firms: manage, image, publicity -Digital agencies: website, banner ads, mobile marketing -Direct marketing agencies: database management is key to identifying new customers & building relationships & loyalty among existing customers -The public relations firm develops & implements programs to manage the organizations publicity, image & affairs with consumers & other relevant publics, including employees, suppliers, stockholders, government, labor groups, citizen action groups & the general public -Digita; agencies specialize in the development & strategic use of various digital marketing tools. They also have an understanding of & expertise in areas such as digital media, content marketing, e-mail, marketing & lead generation, database & customer relationship management, measurement & analytics

chapter 14 direct marketing learning objectives

-Direct marketing as a communication tool -Strategies & tactics involved in direct marketing -Measurement of direct marketing

determinants of creativity (chap 8)

-Divergence: originality, flexibility, elaboration, synthesis, artistic value, is the extent to which an ad is novel, different or unusual. Relevance is the degree to which the ad is meaningful, useful, or valuable to the consumer -Relevance: ad to consumer, brand to consumer -Divergence factors: originality: ad elements are rare, surprising or move away from the obvious & commonplace, flexibility: ad contains different ideas or switches from perspective to another, elaboration= ad has unexpected details or finish & extends basic ideas so they became more intricate, complicated, or sophisticated, synthesis: ads combine connect or blend normally unrelated objects or ideas -Artistic value: ad has artistic verbal impressions or attractive shapes/colors Relevance: ad to consumer relevance: this ad contains execution elements that are meaningful to consumers. Advertisers may use celebrities with whom consumers identify with, music that they like or visual images & execution techniques that capture their interest & attention, brand to consumer -relevance: the advertised brand of a product or service is of personal interest to consumers. Relevance or appropriateness can be viewed in terms of the degree to which an ad provides information or an image that id pertinent to the brand

the role of PR (chap 17)

-Do you think PR is more important than advertising? -Advantages of MPR are: cost effective way to reach the market, highly targeted way to conduct public relations, endorsements by independent third parties, achieves credibility, makes advertising messages more credible, break through the clutter, circumvents resistance to sales efforts, improved media involvement among consumers, can influence opinion leaders & trendsetters, can improve ROI -Disadvantages: lack of control over media, difficult to tie in slogans or other advertising devices, media time & space are not guaranteed, no standards for effective measurement -Public relations can be more effective than advertising. However, there are advantages & disadvantages of PR as MPR (marketing public relations)

social & cultural consequences (chap 21)

-Does advertising encourage materialism? -Does advertising make people buy things they don't need? -Does advertising create stereotypes -Advertising & stereotyping -Women: typically depicted as preoccupied with beauty, household, duties, & motherhood, decorative objects or sexually provocative figures, starting to portray women realistically & reflecting their changing place in society -Advertising often depicts women as preoccupied with beauty, household duties, & motherhood or shows them as decorative objects as sexually provocative figures. While sexism & stereotyping still exist, advertisings portrayal of women is improving in many areas. Many advertisers have begun to recognize the importance of portraying women realistically

advertising self regulatory council (asrc) chap 20

-Earlier known as the national advertising review council (NARC) -Mission: to sustain high standards of truth & accuracy in national advertising -Advertising accountability program: regulates online behavioral advertising (OBA) across the internet -The advertising self regulatory council, which is focused on sustaining high standards of truth & accuracy in national advertising. The ASRC implemented a self-regulatory program regulates online behavioral advertising (OBA) across the internet

international environment (chap 19)

-Economic environment -Cultural enviroment -Demographic enviroment -political/legal enviroment -For international marketing & promotion decision, marketers must consider four categories: economic, demographic, cultural & political/legal environments

global marketing & advertising advantages (chap 19)

-Economies of scale: in production, distribution -Lower costs: due to less planning & control -Lower advertising production costs -Ability to exploit good ideas worldwide -Consistent international brand, company image -Simplification of ad coordination & control

different perspectives (chap 4)

-Enough power? -Traction okay? -Too expensive? -This slide shows how the manufacturer of a riding lawn mower might view the product in terms of functional attributes. They understand that consumers evaluate products differently, & often think terms of the consequences or outcomes associated with using the product or service

chapter 21 evaluating the social, ethical & economic aspects of advertising & promotion

-Ethical perspectives on adverting & promotion -Social perspectives on adverting & promotion -Social criticisms of advertising -Effect of advertising on consumer choice, competition, & price -This chapter attempts to discuss various ethical perspectives on advertising & promotion & social perspectives on advertising & promotion, to evaluate the social criticisms of advertising, & to discuss the effect of advertising on consumer choice, competition & prices. There are two viewpoints regarding the value of advertising & promotion

gross rating points (chap 10)

-Example total exposure= 100 GRPs -100% of audience x 1 time -50% of audience x2 times -25% of audience x4 times

source credibility (chap 6)

-Expertise -Trustworthiness -Corporate leaders -Source credibility comes from applying expertise & trustworthiness & using corporate leaders as spokespeople

social networking sites (chap 15)

-Facebook: largest of all social networks (2.3 billion subscribers worldwide) -Controversy over privacy issues -Companies post information about products, promotions, events -Advertisers target subsets of facebook users -Based on demographic & geographic data & interests & activities -Facebook offering new marketing tools -Facebook allows advertising that can be targeted to subsets of facebook users based on demographic & geographic data & interests & activities. In addition, because facebook knows what pages its members like & visit, what their interests are, & even who is in their social network, targeting can become even more precise

instagram (chap 15)

-Fastest growing social network -Effective site for micro influencers -Visual content allows companies to increase exposure, showcase products in a creative way, establish visual brand identity, & more -Many marketers feel instagram is most engaging of all social networks -Instagram is the fastest growing social network particularly among those in younger demographic segments. Instagrams platform for visual content allows companies to post pictures or video news, events, new product introductions & other company or brand related activities, & many marketers think that instagram is the most engaging social network

additional federal regulatory agencies (chap 20)

-Fcc (federal communications commission) regulates broadcast communication, has the authority to license broadcast stations/remove a license, found in 1934 to regulate broadcast communication, has jurisdiction over the radio, television, telephone & telegraph industries. While the fcc can purge ads that are deceptive or misleading, it generally works closely with the ftc in the regulation of advertising. It is also very active in enforcing laws governing the airing of obscene, indecent, & profane material. The fcc has recently become involved in issues affecting the area of publicity & public relations -Fda (the food & drug administration) has authority over the labeling, packaging, branding, ingredient listing, advertising of packaged food & drug products, & cosmetics, the fda has authority over the labeling, packaging, branding, ingredient listing, & advertising of packaged foods, drug products & cosmetics. It also has the authroity to set rules for promoting these products & the power to seize food & drugs on charges of false & misleading advertising, the fda has been heavily involved in regulating the advertising & promotion of tobacco products. It has become more involved is the advertising of prescription drugs. In 2007, congress passed legislation giving the fda more power to regulate dtc drug advertising. The bill gives the fda the power to require drug companies to submit tv ads for review before they run, but it can only recommend changes, not require them. The bill also granted the fda the power to impose fines on a drug company if its ads are found to be false & misleading -The u.s. Postal service: has control over advertising involving the use of the mail & ads that involves lotteries, obscenity, or fraud, has control over advertising involving the use of the mail & ads that involve lotteries, obscenity, or fraud. The regulation against fraudulent use of mail has been used to control deceptive advertising by numerous direct response advertisers -Batf (bureau of alcohol, tobacco, & firearms) regulates & controls the advertising of alcoholic beverages, determines what information can be provided in ads & what constitutes false & misleading advertising, is an agency within the treasury department that enforces law, develops regulations, & is responsible for tax collection for the liquor industry. It regulates & controls the advertising of alcoholic beverages by determining what information can be provided in ads & what constitutes false & misleading advertising. It is also responsible for including warning labels on alcohol advertising & banning the use of active athletes in beer commercials -Warning labels: & banning the use of active athletes in beer commercials

cognitive learning theory (chap 4)

-Goal, purposive behavior, insight, goal achievement -Cognitive learning theory focuses on the more complex mental processes that underlie consumer behavior, & it has dominated the field of consumer behavior in recent years. Because consumer behavior typically involves choices & decision making, the cognitive perspective has particular appeal to marketers. Cognitive processes such as perception, formation of beliefs about brands, attitude development & change & integration are important to understanding the decision making process for many types of purchases

fear appeals & message acceptance (chap 6)

-Fear appeals evoke an emotional response of danger & arouses individuals to take steps to remove the threat & are often used to discourage unsafe behaviors such as drinking & driving & more recently texting & driving. The figure shows the relationship between the level of fear in a message & acceptance of persuasion is curvilinear. This means that message acceptance increases as the amount of fer used rises, but only to a point. Beyond that point, acceptance decreases as the level of fear rises -Low levels of fear have facilitating effects, which attracts attention & interest in the message & may motivate the receiver to act to resolve the threat. Thus, increasing fear from low to moderate can result in increased persuasion -High levels of fear however can produce inhibiting effects, whereby the receiver may emotionally block the message by tuning it out, perceiving it selectively, or denying the arguments outright -Before deciding to use a fear appeal based message strategy, the advertiser should consider how fear operates, what level to use, & how different target audiences may respond.

informational/rational appeals (chap 9)

-Feature appeal: for using the product or service & emphasize the features of the product or services & or benefits for reasons for owning or using a particular brand -Competitive advantage appeal: the advertiser makes either a direct or indirect comparison to another brand (or brands) & usually claims superiority to one or more attributes -Price appeal: favorable price appeal makes price offer the dominant point of the message using announce sales, special offers, or low everyday prices -News appeal: some type of news or announcement about the product, service, or company dominates the ad -product/service popularity appeal: stress the popularity of a product or service by pointing out the number of consumers who use the brand, the number who have switched to it, the number of experts who recommend it or its leadership position in the market -Informational or rational appeals focus on the consumers practical, functional, or utilitarian need

federal regulation of advertising (chap 20)

-Federal communications commission (fcc) -Food & drug administration (fda) -U.s. portal service -Bureau of alcohol, tobacco, & firearms -Federal trade commission (ftc): the ftc act was intended to help enforce antitrust laws by helping restrain unfair methods of competition. The wheeler lea amendment empowered the ftc to act: regulating advertising at the federal level & determining whether advertising is unfair to deceptive is a major focus of the federal trade commission -The major divisions of the ftc include the bureaus of competition, economics, & consumer protection -The bureau of consumers protection mandate is to protect consumers against unfair, deceptive, or fraudulent practices. It also investigates & litigates cases involving acts or practices alleged to be deceptive or unfair to consumers -The bureau of economics helps the ftc evaluate the impact of its actions & provides economic analysis & support to antitrust & consumer protection investigations & rule makings. It also analyzed the impact of government regulation on competition & consumers -The bureau of competition seeks to prevent business practices that restrain competition & is responsible for enforcing antitrust laws

fee, cost & incentive based systems (chap 3)

-Fee arrangement: the agency charges a basic monthly fee for all of its services, fixed & commission fee combination -Cost-plus arrangement: the client pays a fee based on the costs of its work plus some agreed on profit margin (a percentage of total costs), this method requires careful accounting & detailed records of agency costs -Incentive based compensation: based on how the agency meets its performance goals such as sales or market share, value based compensation

combining rational & emotional appeal (chap 9)

-Few advertisers rely on just one type of appeal, need to determine how best to combine the two approaches, consumer purchase decisions are often made on basis of both emotional & rational motives -In many advertising situations, the decision facing the creative specialist is not whether to choose an emotional or a rational appeal, but rather, determining how to combine the two approaches

evaluating agencies (chap 3)

-Financial audit, costs expenses, personnel hours to billed, payments to media, payments to suppliers -Qualitative audit: planning, program development, implementation, results achieved -This slide presents two types of assessments that can be used to evaluate an agencys performance -A financial audit focuses on how the agency conducts its business -A qualitative audit focuses on the agencys efforts in planning, developing & implementing the clients advertising programs & the results achieved

marginal analysis (chap 7)

-Fixed cost of advertising, sales, advertising/promotions, f (A) sales, A= advertising/promotions expenditures Mf(A)= gross margin, P=Mf(A)-A= profit -An advertising/promotional expenditures increase, sales & gross margins also increase, but then level off. Profits are a result of the gross margin minus advertising expenditures. As shown on the graph, the optimal expenditure level is at the point at which costs equal the revenues they generate (point A) -Using this theory to establish a budget, a firm would continue to spend advertising dollars as long as the revenues created by the expenditures exceeded the advertising costs. However, two basic assumptions related to the use of marginal analysis as an advertising budgeting method limit its usefulness

chapter 11 study guide

-Fleeting message -network/affilates -TV advertising (advantage/disadvantage) -Network advertising/spot advertising/local advertising -Syndicated programs -Method of media buying -sponsorship/participation rating/share -Sweeps -Nielsen tv index/ nielsen station index -Commercial ratings

reasons for sales promotion increases (chap 16)

-Growing power of retailers: manufacturers used to have most of the power, now retailers, through technology, consolidation, & private labeling, have more -Declining brand loyalty: consumers are purchasing more on the basis of price, value, & convenience -Increased promotional sensitivity: consumers want to save money & respond well to promotions that allow them to do so -Brand proliferation: the market has become saturated with new products -Short term focus: product lifecycle is getting shorter. Thus, markers need to sell immediately. Sales promotion is seen as a way of generating an immediate increase in sales -Increased accountability: managers are under pressure to produce sales results -Competition: promotions are a way to gain or maintain a competitive advantage -The growth of digital marketing: various types of promotions such as coupons & discounts along with entry forms for contests & sweepstakes appear on marketers websites as well as their social media pages on facebook, twitter, & instagram. -Many reasons behind the increased use of sales promotion

elaboration likelihood model (ELM) chap 5

-Focuses on the differences in the ways consumers process & respond to persuasive messages -Attitude formation or change process -Depends on the amount & nature of elaboration that occurs in response to a persuasive message -Elaboration likelihood is a function of: motivation, ability -Focuses on the way consumers respond to persuasive messages based on the amount & nature of elaboration or processing, of information -Routes to attitude change: central route; ability & motivation to process a message is high & close attention is paid to message content, peripheral route; ability & motivation to process a message is low; receiver focuses more on peripheral cues than on message content -According to the ELM, the attitude formation or change process depends on the amount & nature of elaboration, or processing of relevant information that occurs in response to a persuasive message. The ELM shows that elaboration likelihood is a function of two elements, motivation & ability to process the message. -Under the central route to persuasion, the receiver is viewed as a very active involved participant in the communication process whose ability & motivation to attend, comprehend, & evaluate messages are high -Under the peripheral route to persuasion, the receiver is viewed as lacking the motivation or ability to process information & is not likely to engage in detailed cognitive processing

advertising on the internet (web 1.0) (chap 15)

-Forms of internet advertising: banners, sponsorships, popups/popunders, interstitials, searches, behavioral targeting, contextual ads, rich media -Web 1.0: the most common form of advertising on the web is banner ads. Banner ads may be used for creating awareness or recognition entering viewers into contests & sweepstakes, or direct marketing objectives. They can be static, animated, or in flash -Sponsorships: regular sponsorships occur when a company pays to sponsor a section of a site. Content sponsorship is a type of sponsorship in which the sponsor not only provides dollars in return for name association but also participated in providing the content itself -Popups: appear when one access certain sites. They are usually larger than banner ads but smaller than a full screen. Popunders are ads that appear underneath the web page & become visible only when the user leaves the site -Interstitials: are ads that appear on your screen while you are waiting for a sites content to download

types of new media (chap 15)

-Forums & chat rooms: discussion on topics interest group sharing of information, forum, discussion boards. Hardwarezone.com forums -E-mail: sending of electronic mail with file attachments, web based & non web based email platforms, hotmail, gmail, yahoo mail -Social networking sites: peer networking, fan sites, alumni networks, personal news updates, facebook, linkedin -Content aggregators: hosting of content for information & entertainment, informative content, podcasts, videos, channels, youtube, hulu -Virtual reality: 3-d experience, alternate space, simulated environments, experiences, second life -Online gaming: alternative fantasy entertainment, gaming, MMORPG (massively multiplayers online role-playing games), multiplayer online games, world of warcraft, starcraft 2 -Blogs: opinions, information, viewpoints, helpdesk, viewpoints, opinions, mr. brown.com, xiaxue.com -Portals: aggregating news, communication tools, news studies, sponsored, pages, ads, asiaone.com -Social news sites: peer-ranked news stories, news stories, popular blog content, digg.com

coupon distribution (chap 16)

-Free standing insert (FSI) 94% -All other media: all handouts 1.9%, remaining 1.0%, direct mail 1.4%, digital print at home 0.3%, digital paperless 1.5%, digital 1.8% -Coupon destruction: freestanding inserts (by far the most popular method for delivering coupons to consumers. An FSI is a four color multipage printed advertising booklet that contains consumer packaged-goods coupon offers delivered with newspapers, direct mail (most coupons are sent by local retailers or through cooperative booklets where a packet of coupons for many different products is sent to a household

deceptive ads (chap 20)

-Ftc programs to deal with deceptive advertising after it occurs, it means after the ads are sent to the public: consent order an agreement to stop the practice or advertising in question, cease & desist order requires that advertisers stop the specified advertising claim within 30 days, corrective advertising the advertiser should buy ad time or space to correct ad messages -Consent order: an agreement to stop the practice or advertising in question cease & desist orders within 30 days -Corrective advertising: an advertiser who is found guilty of deceptive advertising claims must run ads to rectify the situation

terms (chap 4)

-Functional consequences: the concrete outcomes of product or service usage that are tangible & directly experienced by consumers -Psychological consequences: the abstract outcomes of product or service usage that are intangible, subjective & personal -This slide shows how a consumers view of products & services differs from that of the marketer. The bubbles contain different thoughts consumers might have when evaluating a riding lawn mower. There are two types of consequences

different perspectives: consumers view (chap 4)

-Functional: will it cut the taller grass?, how close can I get to shrubs?, will it pull that trailer I saw at the store? -Psychological: will the neighbors be impressed?, will it be as fun to use later this summer?, will I have more time for golf?

creative flexibility (chap 12)

-Gatefolds: the use of a third page that folds out to create an extra advertising spread -Bleed pages: extend to the end of the page rather than leaving a margin around the ad

PR & advertising (chap 17)

-General PR: relationships (customers, employees, stockholders, media government etc) -MPR (marketing public relations): message credibility, proactive MPR, product releases, executive statement releases, feature articles, reactive MPR, crisis management

purchasing newspaper space (chap 12)

-General advertising rates: apply to display advertisers outside the newspapers designated market area (DMA), 75% higher than local -Retail or local advertising rates: apply to advertisers that conduct business or sell goods or service within the DMA

global versus local advertising (chap 19)

-Global marketing: a company uses a common marketing plan for all countries, the worldwide marketplace is homogenized, consumers basic needs, wants & expectation, a company uses a common marketing plan for all countries in which it operates, thus selling the product in essentially the same way everywhere in the world -Global advertising: using the same basic advertising approach in all markets, falls under the umbrella of global marketing as a way to implement this strategy by using the same basic advertising approach in all markets. Critics argue that products & advertising messages must be designed or at least adapted to meet the differing needs of consumers in different countries

mobile (chap 15)

-Has significant impact on companies IMC programs -Rapid growth & adoption by consumers -Marketers realize their potential in a marketing context -Disadvantages: creative challenges (small screens are limiting), time (viewers are on the move), sharing (99% of mobile device users do not share what they see), irritation (as more & more monies go into advertising on mobile, there will be more & more ads sent to smartphones & other mobile devices. The result is likely to be that consumers will become irritated with these ads) -Mobile is now receiving strong attention from marketers, & ad revenues continue to climb, primarily through applications (apps).

combination structure (chap 19)

-Home office: policy, guidelines, operations -Local managers: sets objectives, approves budgets, approves creatives, approve media -There are various orgazational options available to a company that is developing international advertising & promotional programs. This slide discusses the centralization of authority option -Centralization option for organzing & advertising & promotion functions: all decisions related to international advertising & promotion functions, including agency selection, creative stratgey, research, campaign development, media strategy, & budgeting are made at the firms home office or headquarters. Centralization is an appropriate option when market & media conditions are similar from one country to another, the company has only one or a few international agencies handling all its advertising, the company can use standardized advertising, or when the company desires a consistent image worldwide. Centralization can also save money & reduce the number of staff needed -A decentralized approach is appropriate if companies believe that the local managers know the marketing situations in their countries the best. Decentralization also works well in small or unique markets where headquarters involvement is not worthwhile or advertising must be tailored to the local market -Adopting a combination of the centralized & decentralized approach helps companies have consistency in their international advertising & allows for local input & adaptation of a promotion program

youtube (chap 15)

-Hosts content for information & entertainment -Users upload & share their videos & those placed by others -Used by marketers as an advertising medium or search platform -Youtube stars & vloggers competing for advertising dollars -Potential for exposure biggest attraction for marketers -Youtube us a content aggregator, hosting content for information & entertainment. Users can upload & share their own videos, as well as those placed by others. Youtube is so effective for marketers due to its ability to use the site as an advertising medium or as a search platform

chapter 3: organizing for advertising & promotion, the role of ad agencies & other marketing communication organizations learning objectives

-How companies organize for IMC -Advertising agencies -Agency compensation -Specialized marketing communication organizations -This chapter helps to understand how companies organize for advertising & other aspects of integrated marketing communications, understand the role of advertising agencies as well as the various types of agencies & media specialist companies

allocating the budget (chap 7)

-IMC elements: some companies made efforts to become more innovative & efficient by allocating significant portions of their budget from traditional to nontraditional media (ex: monste. apple) -client/agency policies: there may be disagreement over whether monies should go to sales promotions or advertising, creative talent or specific media. Decisions will also be impacted by past successes -Market size: smaller markets are often easier & less expensive to reach -Market potential: a market with low sales but high potential may be a candidate for additional appropriations -Market share goals: does the company want to maintain or increase market share? Share of voice -Share of voice (SOV) -Economic scale in advertising: larger advertisers can maintain advertising shares that are smaller than their market shares because they get better advertising rates, have declining average costs of production, & enjoy more favorable time & space positions, & favorable publicity. These advantages are known as economies of scale Organizational characteristics: centralized versus decentralized, formalization, & complexity

Chapter 5 Study Guide

-IMC function -Element of the communication process -Buzz, marketing, viral marketing -Encoding, decoding, message, channel -Successful communication -The response process: 3 stages & implication -Alternative response hierarchies -Standard learning model; dissonance/attribute hierarchy; low involvement hierarchy -Social consumer decision -Cognitive response categories

integrated marketing communications (chap 1)

-IMC: coordinating the various promotional elements with other marketing activities that communicate with a firms customers -goal: a consistent & unified image -consumers perceptions of a company & or its various brands are a synthesis of the bundle of messages they receive or contacts

types of corporate advertising (chap 17)

-Image advertising: companies overall reputation, a company does not advertise their products. It is designed to create a good image for their company -Event sponsorships: sponsoring specific events or causes as part of a marketing strategy -Advocacy advertising: controversial social issues of public importance in a manner that supports the interests of the sponsor, concerned with propagating ideas & elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor. Issue ads, a form of advocacy advertising, may have no affiliation with a corporate or trade sponsor but may be sponsored by an organization to bring attention to what they consider to be an important issue -Cause related advertising: a form of marketing whereby companies link with nonprofit organizations as contributing sponsors, companies link with charities or nonprofit organizations as contributing sponsors. A company supports a non profit organization, the company should consider their target market. For example, campbell soup chose a breast cancer association because moms usually purchase soups -The types of corporate advertising available to the advertiser with a focus on image advertising

creating a brand image (chap 8)

-Image advertising: strategy used to develop a strong, memorable identify for a brand -To be successful: associate the brand with symbols or artifacts that have cultural meaning, use visual appeals that convey psychological association & feelings -Brand: no differentiate -This slide can be used to have discussion on image advertising & how associating the brand with symbols or artifacts that have cultural meaning & using visual appeals that convey psychological associations & feelings can lead to successfully creating a brand image

chapter 19 international advertising & promotion learning objectives

-Importance of -international marketing International environment -Global vs. localized advertising & promotion -Decision areas of international advertising -Promotional mix in the international IMC program

motivation research in marketing (chap 4)

-In-depth interviews, projective techniques, association tests, focus groups -In-depth interview: face to face situations in which an interviewer asks a consumer to obtain insights into his or her motives, ideas, or opinions -Projective techniques: ask people to do a project. Through the project, researcher can gain insights into consumers values, motives, attitudes, or needs that are difficult to express or identify (ex: ask children to draw a picture about their family. Then, through the picture, teachers can identify the childrens family situation) -Associate test: a technique in which an individual is asked to respond with the first things that comes to mind when he or she is presented with a stimulus (a word, picture, ad etc) -Focus groups: a moderator discuss a particular project, idea, issue with a small number of people

in-store media (chap 13)

-In-store ads (used to reach shoppers at the place where they buy. Some of the common forms include in-store ads, aisle displays, store leaflets, shopping cart signage, in store tv, & point of purchase media) -Aisle displays -Store leaflets -Shopping cart signage -In-store tv -Point of purchase media -Approximately two thirds of consumers purchase decisions are made in the store, which is why many advertisers are spending more money to reach consumers at the point of purchase

identifying the target audience (chap 5)

-Individuals: person to person communication, detailed information from a salesperson is needed, ex life insurance, financial service, real estate -Groups: (people who make or influence purchase decision): B2B advertising & other forms of marketing communication may be directed at each member of the buying center -Market niches: very small, well-defined groups of customers. Person selling, direct mail can be useful market segments: broader classes of buyers who have similar needs & can be reached with similar messages. Using mass media might be effective. -Mass markets: large numbers of present or potential customers

psychoanalytic theory (chap 4)

-Influenced modern psychology & explains of motivation & personality, applied to the study of consumer behavior, deep motives can only be determined by probing the subconscious, consumption may be driven by deep motives -Psychoanalytic theory had a strong influence on the development of modern psychology & on explanations of motivation & personality. It has also been applied to the study of consumer behavior by marketers interested in probing deeply rooted motives that may underlie purchase decisions

information search & perception (chap 4)

-Information search: internal search, previously acquired information that is stored in memory, information retrieval -External search: internet sources, personal sources, marketer controlled source, public sources, personal experience -Perception: the process by which an individual, receive select organize & interpret information to create a meaningful picture of the world -There are 2 types of information search. Internal search: the initial search effort of the consumers often consists of an attempt to scan information stored in memory to recall past experiences & or knowledge regarding various purchase alternatives. If the internal search does not yield enough information, the consumer will seek additional information by engaging in external search. External sources of information include internet sources, personal sources, (friend, family), marketer controlled (commercial) source, public sources (article in newspapers or magazines, reports on tv), personal experience (testing the product).

print message (posttest) chap 18

-Inquiry tests: measure ad effectiveness on the basis of inquires, is designed to measure advertising effectiveness on the basis of inquiries generated from ads appearing in various print media. Major advantages of inquiry tests are they they are inexpensive to implement & they provide some feedback with respect to the general effectiveness of the ad or medium used -Recognition tests: assess the impact of an ad, is the most common type of posttest of print ads. With this method, personal interviewers screen readers for qualification & determine exposure & readership to specific issues of newspapers, consumer magazines, & business & professional publications. Participants are then asked to go through the magazines, look at the ads, & provide specific responses to them. The responses generate recognition scores & other measures, such as brand disposition, purchase behvior on intention, actions taken, word of mouth, opportunity & publication & advertising engagement -Recall tests: measure recall of specific ads, attempts to measure recall of specific ads. Major advantage of recall tests is that it can assess the ads impact on memory

publics (chap 17)

-Internal audiences: employees of the firm, stockholders & investors, community members, suppliers & customers -External audience: the media, educators, civic & business organizations, governments, financial groups -PR is used to maintain mutually beneficial relationships between the organization & its publics & act as a marketing communications function. Internal audiences are those groups closely associated with the company: external or independent audiences are those groups not closely connected to the company

international demographic enviroment (chap 19)

-International marketing & promotional decisions -Size of population: demographic information reveal the market potential of various foreign markets. Indias population was nearly 1.37 billion in 2019 & china has a larger population with 1.4 billion -Number of households -Household size -Age distribution -Occupation distribution -Education levels -Employment rate -Income levels -demographic : data can provide insight into the living standards & lifestyles in a particular country to help companies plan ad campaigns

where to test (chap 18)

-Laboratory: high control but low realism, testing bias, high internal validity & low external validity, held in a controlled environment, but there is a lack of realism which can be testing bias internal validity (what supposed to be measure) is high, but low external validity (results might be different depending on the condition of control) -Field: low control but high realism, low internal validity & high external validity, tests under natural viewing situations. Low internal validity due to external environment conditions. However, the results might be similar even though they measure several times ( high external validity)

international cultural enviroment (chap 19)

-Language -Lifestyles -Values,norms & customs -Beliefs shared by members of society -Ethics & moral standards -Taboos -International marketing & promotional decisions -Nearly every country exhibits cultural traits that influence not just the needs & wants of consumers but how they go about satisfying them. Marketers must be sensitive not only in determining what products & services they can sell foreign cultures but also in communicating with them

evaluation guidelines for creative output (chap 9)

-Is it consistent with marketing/advertising objectives? -Is it consistent with creative strategy/objectives? -Does it communicate what its supposed to do? -Is the approach appropriate for the audience? -Is the message clear & convincing? -Is the message overwhelmed by execution? -Is the message appropriate for chosen media? -Is the ad truthful & tasteful? -Is the creative approach consistent with the brands marketing & advertising objectives? Must also be consistent with the brand image & positioning. -Is the creative approach consistent with the creative strategy & objectives? Does it communicate what it is supposed to do? Is the creative approach appropriate for the target audience? The ad needs to appeal to, be understood by, & communicate effectively with the target audience. -Does the creative approach communicate a clear & convincing message to the customer? While creativity is important, it is also important that the ad communicates information, attributes, or features. -Does the creative execution keep from overwhelming the message? The message shouldent get overshadowed -Is the creative approach appropriate for the media environment in which it is likely to be seen? The ad should fit the climate, editorial or type of reader/viewer of the medium -Is the ad truthful & tasteful? Ads should not deceive or offend -Some basic guidelines used by personnel on both the agency & client side when reviewing, evaluating & approving the advertising being proposed by the creative specialists

scientific/technical evidence (chap 9)

-Is presented in the ad. Advertisers often cite technical information, results of scientific or laboratory studies, or endorsements by scientific bodies or agencies to support their advertising claims -The ad for alcons opti-free multipurpose disinfecting solution for contact lens care treatment uses this execution style by noting how the product is the number 1 doctor recommended brand & how its performance is driven by science

do you agree with leo burnett? (chap 21)

-It must be said that without advertising we would have a far different nation, & one that would be much the poorer not merely in material commodities, but in the life of the spirit -From a speech given by leo burnett on the american association or advertising agencies 50th anniversary, april 20 1967 -Leo burnett was an american advertising executive. He was responsible for creating some of advertisings most well known characters & campaigns of the 20th century, including tony the tiger, the marlboro man -Do you agree with leo burnett? The main point is that advertisers should make good ads for consumers & society

user-generated content: how to use it for good & avoid a PR crisis

-Its high time businesses tap into the power of user generated content -(UGC), a form of content marketing where your customers take center stage UGC leverages the voices & experiences of real people to promote your brand. Think customer reviews, social media posts & photos or videos shared by loyal customers. Its authentic, its relatable, & it works! -But what makes it so successful?

jc penny 2011 (chap 21)

-Jc penny pulls i am too pretty to do homework shirt after online complaints (2011) -United benetton controversial ad: society associates darkness with evil, all things bad. The white girl represents angelic innocence & all things that are good. Was this an attempt to raise awareness about racial inequality?

marketing information flow (chap 8)

-Knowledge of vital marketing information, client gatekeepers (brand manager), client/agency communication, agency gatekeeper (account manager), internal agency communication, creative staff, internal client decision to share information with agency, agency gatekeeper decision on sharing client info with staff, art is created -This figure shows the major communication interfaces & decision points where gatekeepers on both the agency & client side can impede the flow of information be provided to the agency creatives who are putting together the campaign, this may not always occur due to breakdowns in communication on the client side, the agency side, or between the two -The marketing information flow shows 5 major decision points at which gatekeepers can impede the flow of information. In addition, there are 4 other potential communication interface failure points: the client or client gatekeeper lacking knowledge of some or all of the information needed, the client deciding not to share information with the agency, agency gatekeepers deciding not to share information with creative staffers, internal agency communication failures which may result in the creative staff not receiving all of the relevant information received from the client

print message (pretest) chap 18

-Laboratory test -Portfolio tests: show a portfolio, measure recall, are a lab test designed to expose a group of respondents to a portfolio consisting of both control & test ads -Readability tests: flesch formula: examines the average number of syllables per 100 words, are a laboratory metrology & uses the flesch formula, named after rudolph flesch, to assess readability of the copy by determining the average number of syllables per 100 words. (high number ease to understand; low number hard to understand). The test suggests that copy is best comprehended when sentences are short, words are concrete & familiar & personal references are drawn -Field test: dummy advertising vehicles, ads are placed in dummy magazine to assess recall, readership, & interest, can be used for print ads. It is a filed test & pretest

broadcast (pretest) chap 18

-Laboratory testes: theater tests; after show, respondents are required to answer questions (preferance, recall, interest, etc), psychological measure; measure psychological responses, eye tracking, skin response, dialtion, theater tests are broadcast ad pretests in a lab. In theater tests participants are invited to view pilots of proposed tv programs. Sample sizes range from 250 to 600 participants, with 300 being most typical. The methods of theater testing operations vary, though all measure to brand preference changes -Field tests: on air tests, day after recall scores -Psychological responses: which are a receivers involuntary responses to an ad, are tracked. This theoretically eliminates biases associated with voluntary measures; galvanic skin response (eletrodermal response to a stimulus activates sweat glands, which in turn increases conductance of electrical current between two sensors), eye tracking (indentifies the exact areas of an ad on which the viewer is focusing), pupil dilation (pupillometrics measures dilation & constriction of the pupils in response to stimuli, dilation suggests a stronger interest in or preference for an ad) -On air test: some of the firms conducting theater tests also insert the commercial into actual tv programs in certain test markets. The commercials are in finished form, although the testing of ads earlier in the developmental process is becoming more common. The most commonly employed metric used in an on-air test is recall that is the number of persons able to recall the ad & or its message

suing competitors (chap 20)

-Lanham act: was amended to encompass false advertising by prohibiting any false description or representation including words or other symbols trending falsely to describe or represent the same. The act requires one to prove five elements to win a false advertising lawsuit containing a comparative claim, marketers use comparative ads have to carefully consider whether their messages have the potential to mislead consumers or may overstate their brands performance relative to that of competitors. In some cases, a competitor may run an ad challenging a rivals claim if they feel that is misleading or is not based on accurate information. For example, prego advertised that prego sources are thicker than ragu source. Ragu sued prego, but ragu lost the case since ragu did not provided prego ad is a false since prego source was thicker based on scientific evidences. After won, prego ran the ad prego still stands -False statements have been made about the advertisers product or your product -Art deceived a substantial segment of the audience -Deception was material or meaningful & is likely to influence purchasing decisions -Falsely advertised products or services are sold in interstate commerce -You were or likely will be injured as a result of the false statements (loss of sales or loss of goodwill) -Must be proven to win a false advertising suit

attitudes (chap 4)

-Learned predispositions to respond to an object -Individuals overall feelings toward or evaluation of an object (or brand or company) -Represents positive & negative feelings & behavioral tendencies -Attitudes are consumers evaluation of an object (or brand or company) & represent positive or negative feelings & behavioral tendencies. Advertising & promotion are used to create favorable attitudes toward new products/services or brands, reinforce existing favorable attitudes, & or change negative attitudes. An approach to studying & measuring attitudes that are particularly relevant to advertising is multiattribute attitude models. The model explains marketers can change attitude by changing belief or attribute

behavioral language theory (chap 4)

-Learning occurs as a result of responses to external stimuli in the enviroment -Classical conditioning: an associative process with an already existing relationship between a stimulus & a response, association develops through contiguity & repetition -Operant conditioning: (instrumental conditioning), learning occurs when individual actively operates or acts on some aspect of the environment, reinforcement= reward or favorable consequence associated with a particular response -There are two conditionings for behavioral learning theory. Classical conditioning sees consumers are passive, operant conditioning sees consumers are active -Classical conditioning: in pavlovs experiment, the dog learns to associate the ringing of the ball with food because of the contiguous presentation (contiguity) & repetition. After frequency of the association, dog salivates without food when ringing the bell presents -Unconditioned stimulus, food/unconditioned response dog salivates/conditioned stimulus ringing of the bell/conditioned response dog salivates -Learning through classical conditioning plays an important role in marketing. Buyers can be conditioned to form favorable impressions & images of various brand through this associative learning process -Instrumental conditioning: consumer is an active participant his or her response is instrumental in getting a positive reinforcement (reward) or avoiding negative reinforcement (punishment)

post purchase evaluation (chap 4)

-Learning: satisfaction, dissatisfaction, cognitive dissonance= a feeling of psychological tension or post-purchase doubt a consumer may experience after making a difficult purchase decision -The decision process does not end with the purchase. In postpurchase evaluation stage, the consumer compares performance with expectations after using the product or service, satisfaction= expectations are met or exceeded, dissatisfaction= performance is below expectations, cognitive dissonance= a feeling of psychological tension or postpurchase doubt. It is likely to occur when the consumer must choose among close alternatives

web objectives (chap 15)

-Limited budgets & unlimited market area -Create awareness: for companies with limited budgets, the web offers awareness opportunities beyond what can be achieved through traditional media -Create an image: a website case be used for image building -Disseminate information: done more quickly than through other media -In-depth information -Create a strong brand -Create buzz (WOM): social networking sites are so attractive to marketers -Generate interest: news, downloads, videos, promotions & so on -Music news, video shows -WOM: word of mouse? -E-coupan sampling (song) -Stimulate trial: offering samples, promotions, & or sweepstakes -Gain consideration

the importance of international markets (chap 19)

-Limited opportunities for expansion in domestic market: due to -slow population growth, saturated markets Slow population growth -Saturated markets -Unfavorable marketing environment: for example, anti smoking restriction, tabaco & alcohol ads restriction, certain products (ex: coca cola) sales decline -Growth & profit opportunities: it is easier to compete in markets with less competition & or where products are still early in their life cycle -Balance of trade deficit: monetary value of imports exceeds that of exports, monetary value of our imports exceeds that of our exports, so U.S. companies must defend against foreign inroads into the domestic market -World trade today is being driven by global competition among global companies for global consumers. The importance of international markets

sale promotion abuse (chap 16)

-Lower a brand evaluation -Price quality perception -Negative perception -It usually begins with one company having a successful sales promotion. In order to retain market share, competitors follow suit. Once all the competitors are using sales promotions, profit margins fall, & it becomes difficult for anyone to hop off the promotions bandwagon about losing market share -A brand that is overprompted may lose perceived value, consumer perception: there is a relationship between price & quality (high price is high quality), overused sales promotion: consumers negative perception toward the brand

international sales promotion (chap 19)

-Major creation considerations -Economic development: puts limitations on sales promotions in less developed countries -Market maturity: affects the type of sales promotion than can be used -Consumer perceptions: vary from market & determine the sales promotion to be used -Trade structure: willingness of retailers to accommodate sales promotions, the concentration of retailing systems, & store size to be considered -Regulations: can restrict many sales promotion tools, such as contests, coupons, & samples -Sales promotion: activity in international markets is growing due to the transfer of promotion concepts & techniques from country to country, & to the proliferation of media. Nonetheless, the vast differences among countries mean that sales promotion programs must be adapted to local markets. The differences among countries that marketers must consider when developing a sales promotion program are

different perspectives on advertising creativity (chap 8)

-Managers perspective: advertising is creative only if it sells the product, ads are promotional tools used to communicate favorable impressions to the marketplace -Creative peoples perspective: creativity of an ad is in its artistic value & originality, ads are communication vehicles for promoting their own aesthetic viewpoints & personal career objectives -This slide can be used to introduce the opposing viewpoints of creativity only if it sells products innovation & awards are by products. At the other extreme, ads are creative if they are original & innovative things that can break through the competitive clutter. What constitutes creativity in advertising exists somewhere in between

successful communication (chap 5)

-Marketer selects an appropriate source -Develop an effective message or appeal that is encoded properly -Select the channels or media that will best reach the target audience so that the message can be effectively decoded & delivered -For a successful IMC campaign, source, message, & channels should be selected to reach target market

audience measures (chap 15)

-Measures of effectiveness: IAB guidelines -Internet specific measures: measures commercial effectiveness in real time, facebook analytics, google analytics -Traditional measures: recall & retention, surveys, sales, tracking, ROI -The interactive advertising bureau (IAB): the task force was created to examone & create standardized measures to measure advertising impact that could be used to assess the impact of ads & to eliminate confusion. The guidelines have the support of major online publishers, as well as the nearly 40 major proprietary online ad server technologies & major associations worldwide. One of the perceived advantages of the internet is a companies ability to measure commercial effectiveness, due in part to its ability to measure activity in real time -Facebook analytics: allows users to understand & optimize your complete customer journey across mobile, web, bots, offline & more -Google analytics: is a web analytics service offered by google that tracks & reports website traffic, currently as a platform inside the google marketing platform brand. -Companies employ a number of traditional marketing & communications measures: recall & retention; a number of companies use traditional measures of recall & retention to test their internet ads. These same measures have been used to pretest online commercials as well. Surveys; conducted both online & through traditional methods, is employed to determine everything from site usage to attitudes toward a site. Sales; for the e-commerce marketers, a prime indicator of effectiveness is the volume of sales generated. Adding information regarding demographics, user behaviors, & so on can increase the effectiveness of this measure. Tracking; some companies now offer more traditional tracking measures such as brand awareness, ad recall, message association & purchase intent. ROI; a study conducted by comscore, myspace, & dunnhumby measured the ROI of online sales generated by a $1 million campaign on myspace

Chapter 10 Study Guide

-Media plan -medium/media vehicle -reach/coverage/frequency -BDI/CDI -Brand & category analysis -Media mix -Promotion scheduling methods -Gross ratings points/target ratings points -Absolute cost vs relative cost -Cost per thousand/TCPM -Cost per rating point

inherent drama (chap 8)

-Messages generally presented in a warm, emotional way -Focuses on consumer benefits with an emphasis on the dramatic element -The inherent drama approach is used often in advertising for companies/brand such as mcdonalds, maytag appliance, kellogg cereals, & hallmark cards -A good example of this approach is the new campaign for hallmark cards.. "The biggest little thing you can do." the ads emphasize the gratitude & appreciation that can come from the small gesture of sending a greeting card, & promotes the 99-cent line of greeting cards that hallmark has been selling for years.

measuring the tv audience (chap 11)

-Most of important consideration in TV ad is the size & composition of the viewing audience: tv households, households using tv, share of audience, program rating -Television households: number of households that own a tv -Households using tv: percentage of homes in a given area where tv is being watched during a specific time period -Share of audience: percentage of households using TV in a specified time period that are turned a specific program -Program rating: percentage of tv households in an area that are tuned to a specific program during a specific time period

ways to change attitudes (chap 4)

-Multiattribute attitude models= belief x attribute -Changing the strength or belief rating of a brand on an important attribute -Changing consumers perceptions of the importance or value of an attribute Adding a new attribute to the attitude formation process -Changing perceptions of belief ratings for a competing brand -Marketers can influence consumer attitudes, including: increasing or changing the strength or belief rating of a brand on a particular attribute. For instance, colgate, optic white toothpaste has the best whitening power, changing consumers perceptions of the importance or value of an attribute. For instance, michelin tires emphasizing higher gas mileage & safety, adding a new attribute to the attitude formation process for instance clorox green, changing perceptions of beliefs ratings for a competing brand for instance GM showing its cars can compete with anyones

tv network guidelines for childrens ads (chap 20)

-Must not over glamorize product -No exhortative language, such as ask mom to buy -No realistic war settings -Generally no celebrity endorsements -Cant use only or just in regard to price -Show only two toys per child or maximum of six per commercial -Five second island showing product against plain background at end of spot -Animation restricted to one third of a commercial -Generally no comparative or superiority claims -No costumes or props not available with the toy -No child or toy can appear in animated segments -Three second establishing shot of toy in relation to child -No shots under one second in length -Must show distance a toy can travel before stopping on its own -Network reviewers also consider whether the proposed commercial meets acceptable standards & is appropriate for certain audiences. For example, different standards are used for ads designated for prime-time versus last-night spots or for childrens versus adults programs. Although most of these guidelines for children's advertising remain in effect, several networks have loosened their rules on celebrity endorsements

evolution of marketing & PR (chap 17)

-PR: propaganda, public information, scientific persuasion -Marketing: channels perspective, customer wants & needs -Mutual understanding: IMC -The new concept of PR: marketing-oriented role -PR evolved from propaganda to scientific persuasions. Marketing evolved from channels perspective (it means if a company has a good distribution channel, sale has no problem) to consumer wants & needs. Thus, PR & marketing has a same focus which is IMC. in the new role PR takes on a much broader ( & more marketing-oriented) perspective, designed to promote the organization as well as its products & or services. The new role of PR is close to a marketing function & contributed to the IMC process in a way that is consistent with marketing goals

arsc conti (chap 20)

-NAD: (national advertising division): review only national advertisements, product performance claims, superiority claims against competitive products, & all kinds of scientific & technical claims, the NAD has examined advertising for truth & accuracy since 1971, focusing on areas that include product performance claims, superiority claims against competitive products & all kinds of scientific & technical claims. Lawyers at the NAD routinely scour magazines, newspapers, radio, television & social media to find misleading advertisements. The NAD monitors companies engaged in OBA while the accountability program is charged with provoking objective, independent, & vigorous oversight & enforcement of the principles. It also works with various industries to help them develop more effective self regulatory programs -NARB: (national advertising review board), if the advertiser disagrees with the NADS findings, the decision can be appealed to the NARB, advertisers that disagree with NAD's findings have an automatic right to appeal NAD's decision to the national advertising review board. NARB is composed of 70 advertising professionals & prominent public interest/academic members -CARU: (children's advertising review unit) review & evaluation of child directed advertising in all media -ERSP: (electronic retailing self- regulating program), initiated by the NARC & sponsored by the electronic retailers association (ERA), enhances consumer confidence in e-retailing, to discourage advertising & marketing in the electronic retailing industry that contains unsubstantiated claims, demonstrate a commitment to meaningful & effective self regulation -The general activities of CARU includes to review & evaluate child directed advertising in all media, oversee online privacy issues that affect children, & maintain self-regulatory guidelines for childrens advertising the mission of the ERSP include the three objectives

self regulation by media (chap 20)

-National association of broadcasters (nab) Regulates ads on television & radio -Four major tv networks abc, nbc, cbs, fox, major tv networks have incorporated the NAB codes into their standards. Advertisers must submit for review all commercials intended for airing on a network or an affiliate. Commercials are rejected for a variety of reasons, including violence, morbid humor, sex, politics, & religion. Network standards change as societys values & attitudes toward certain issues & products change -Most stringent review & approval process -Advertisers must submit all commercials for review -Many magazines refused this ad, newspapers & magazines have their own advertising requirements & restrictions, which often very depending on the size & nature of the publication. Large, established publications often have strict standards regarding the type of advertising they accept Various forms of media are involved in self-regulation of advertising. Most media maintain some form of ad review process &, except for political ads, may reject any they regard as objectionable. Some exclude entire product classes while others refuse to run shock ads

creative tactics for online advertising (chap 9)

-Native adverting: paid placement designed to fit seamlessly into the content that surrounds it, the design content & writing style of a native ad mirrors the nonpaid content around it giving the user the impression that it really belongs. Native advertising is becoming a dominant form of content advertising, particularly in digital editons of magazines & newspapers -Display ads: many online display ads use large size ad formats such as rectangular ads, horizontally oriented leaderboards, or skyscrapers that are vertically oriented & give advertisers the ability to place an ad adjacent or the website content (ex: banner ads) -Online video: the use of online video advertising os part of the tremendous growth in the viewing of videos across all online platforms, including websites, youtube, facebook, instagram, twitter, snapchat & other popular social media sites

limitation of television (chap 11)

-Negative factors: clutter, distrust & negative evaluation, zapping, zipping, limited attention, fleeting message, costs, lack of selectivity -Fleeting message: last a short time & leave nothing tangible for the viewer to examone & consider, most tv commercials are 30 seconds or less & leave consumers with nothing tangible to examine -Zipping: the practice of fast forwarding through commercial or prerecorded programs -Zapping: the channel changing to avoid commercials Costs: buying airtime & producing tv commercial is highly expensive Lack of selectivity: fails to offer selectivity for advertisers seeking a very specific & small target audience -Clutter: shorter commercials that are increasing in number lead to clutter -Limited attention: viewers avoid commercials by zipping & zapping or by simply not paying attention to them -Distrust & negative evaluation: the persuasiveness of tv commercials & their intrusiveness, as well as the content used, create problems

buying radio time (chap 11)

-Network radio: three national networks, over 100 regional/area networks, a multitude of syndicated programs, one ABC premiere -Spot radio: about 20% of all spots, allows great flexibility targeting, purchase transaction can be difficult -Local radio: nearly 80% of advertisers are local, local CATV is becoming competitive -The size of the radio listening audience varies widely across the dayparts, & advertising rates follow accordingly. Radio rates also vary according to the: number of spots or type of audience plan purchased, supply & demand of time available in the local market, rating of the individual station

network versus spot (chap 11)

-Network: affiliated stations that are linked -Spot & local: commercial shown on local stations, may be local or national spot commercials -Marketers can buy TV ad time from the three different ways: network ad, spot & local ad, & syndication a network assembles a series of affiliated local tv stations to provide national coverage

alternative approaches to CB (chap 4)

-New methodologies: interview, observation, ethnographies. These methods help capture the social, cultural & environmental influences that may affect consumer behavior -There researchers examine the significance of communications from a linguistic or historical perspective. Research methods such as semiotic & structural analyses examine the symbolic meanings of advertising & different facets of consumptions -These alternative perspectives & methodologies provide additional insights & expand our knowledge of consumers. For example, the cultural significance of advertising messages in shaping cultures & triggering communities is now better understood. Likewise, marketers now have a better understanding of how advertising campaigns become popular & help shape our culture

channels (chap 6)

-Personal channels: flexible, powerful, real time -Non Personal channels: geared to large audience, static -There are a number of basic differences between personal & non personal communications channels. Information received from personal influence channels is generally more page persuasive than information received via the mass media (non personal channels)

local audience information (chap 11)

-Nielsen station index (NSI) viewing times, programs watched, audience size estimates, demographics -Designated market areas (DMAs) measure viewing audiences in 210 local markets Sweeps periods: the rating periods during which the viewing audience is measured in every television market, nielsen measures viewing audiences in every local television market at least four times a year during rating periods known as sweeps periods. -Sweeps rating periods are held in november, february, may & july. The viewing information gathered during the sweeps periods is used for program scheduling decisions by local television stations & cable systems & is a basis for pricing & selling advertising time. -The nielsen station index (NSI) measures viewing audiences in 210 local markets known as designated market areas (DMAs) -DMAs are non-overlapping areas used for planning, buying, & evaluating tv audiences, & are generally a group of countries in which local television stations achieve the largest audience share

national audience information (chap 11)

-Nielsen television index -People meter (electronic measuring device) -Daily & weekly estimates of the size & composition of the national viewing audiences for programs aired on the broadcast & major cable networks. -What is being watched & by whom -Nielsen uses a national sample of 10,000 homes, which are carefully selected be representative of the population of U.S. households -Ratings are based on the viewing patterns of the homes, which are measured using the people meter. Data collected by the people meter includes when the set it turned on, which channel is viewed, when the channel is changed, when the set is off, & who is viewing. The demographic characteristics of the viewers are also in the system, & viewership can be matched to these traits

two forms of evaluation criteria (chap 4)

-Objective: price, warranty, fuel economy -Subjective: style, appearance, image -The goal of most advertising & promotional strategies is to increase the likelihood that a brand will be included in the consumers evoked set & considered during alternative evaluation. Advertisers use top of mind awareness & reminder advertising to help get their brands into the evoked set. -Evaluative criteria are the dimensions of attributes of a product or service that are used to compare different alternatives. Two types of criteria are: objective, based on concrete attributes that are tangible & can be directly judged or experienced by the consumer, such as price or warranty. Subjective, based on abstract attributes that are intangible & more subjective in nature, such as style, appearance, or product image

objectives of consumer oriented promotion (chap 16)

-Obtaining trial & repurchase -Increasing consumption of an established brand -Defending current customers -Targeting a specific market segment -Enhancing IMC & building brand equity -While the basic goal of most consumer oriented sales promotion programs, is to induce purchase of a brand, the marketer may have a number of different objectives for both new & established brands for example, obtaining trial & repurchase, increasing consumption of an established brand, defending current customers, targeting a specific market segment, or enhancing advertising & marketing error

straight sell (chap 9)

-Or factual message relies on a straightforward presentatIon of information concerning the product or service -Loreals elive total repair 5 balm is a good example of a straight-sell execution because the copy discusses how use of the product can help repair damaged hair

message structure (chap 6)

-Order of presentation -Message sidedness -Refutation -Verbal versus visual messages -Extensive research has been conducted on how the structure of a persuasive message can influence its effectiveness, including order of presentation, conclusion drawing, message sidedness, refutation, & verbal versus visual message characteristics

decision areas in international advertising (chap 19)

-Organize international advertising -centralization/decentralization -Combination -Agency selection -Creative decisions -Media selection -Local media -International media -This slide explains certain decision areas that companies developing advertising & promotional programs for international markets must make

snapchat (chap 15)

-Originally developed as an app with disappearing pictures -Now, a mix of private messaging & public content, including: brand networks, publications, live events -Appealing to younger audience -This social network was originally developed as an app that had disappearing pictures, but it is now a mix of private messaging & public content, although its chat & private messaging features remain its most used feature. Snapchat is particularly popular with young people, & advertisers are now becoming much more involved in marketing on this social network

using celebrities (chap 6)

-Overshadowing the product. Select a celebrity spokesperson who will attract attention & enhance the sales message, but not overshadow the brand -Overexposure. Consumers can become skeptical when a celebrity endorses too many products or companies & becomes overexposed -Target audiences receptivity. Marketers should select a celebrity endorser who matches & is well received by the target audience -Risk to the advertiser. The advertiser needs to select an endorser who will not embarrass the company, so researching the celebrities personal life & background is becoming common. A prime example is tiger woods, who caused his sponsors great embarrassment -Return to investment. It is important for advertisers to consider these factors in their decisions, as celebrity endorsements cost huge sums of money.

category management systems (chap 3)

-P&G -Brand manager tide -Brand manager gain -Brand manager cheer -Category manager laundry detergent, household care, health & wellbeing, beauty & grooming -Advertising manager: advertising department -Under decentralized system, responsibility for the various IMC functions are assigned to a brand manager, who works closely with the outside advertising agency, as well as other marketing communication specialists. The brand manager may also work with other areas of marketing within the firm, such as sales, marketing research, & the advertising/promotion department -The advertising department is part of marketing services & provides support for the brand managers. The role of marketing services is to assist the brand managers in planning & coordinating the integrated marketing communications program. The advertising may review & evaluate the various parts of the IMC program & advise & consult with the brand managers. This person may have the authority to override the brand managers decisions on advertising & other forms of promotion. -P&G: an example of category management system (decentralized system). A brand manager is responsible for the total management of the brand, including planning, budgeting, sales & profit performance. Category management system is the additional layer of management (advertising manager or category manager) above the brand managers

channels (chap 5)

-Personal channels: world of mouth, personal selling -Non Personal channels: print media, broadcast media -Buzz marketing: word of mouth -Viral marketing -Consumer generated marketing -There are two different types of channels: personal channels involve direct communication between two or more persons & can occur through interpersonal contact (face-to-face) or via other methods such as e-mail or through social media Non Personal channels of communication are those that carat a message without direct, interpersonal contact between the sender & receiver. Nonpersonal channels are generally referred to as the mass media or mass communications. -Nonpersonal channels of communication consist of two major types, print & broadcast. Print media include newspapers, magazines, direct mail, & billboards, broadcast media include radio & television

appealing to personal states or feelings (chap 9)

-Personal: safety, security, fear, love, affection, happiness, joy, nostalgia, sentiment, excitement, sorrow, grief -Social based: recognition, status. Respect, involvement, embarrassment, affiliation, rejection, acceptance, approval -Many feelings or needs can serve as the basis for advertising appeals designed to influence consumers on an emotional level

pinterest (chap 15)

-Pinboard style photo sharing site -Users create & manage theme based image collections -Most attractive to younger females -More virtualistic, less competitive than other social media sites -Pinterest is a pinboard-style photo sharing site that allows users to create & manage theme based image collections. The user base for pinterest is predominantly female, 81 percent being younger women

advertising & children (chap 21)

-Popular medium tv & the internet -Critics argue that children: lack of knowledge & skills to evaluate advertising claims, cannot differentiate between programs & commercials -Marketers arguments: children must deal with advertising, consumer socialization process acquiring skills needed to function in the marketplace -This slide discusses the arguments of the critics, who oppose advertisements manipulative effect on children, versus the marketers arguments, justifying advertising targeted at children -Has victoria secret already pulled controversial teen targeted collecion?

target market coverage (chap 10)

-Population excluding target market, target market, media coverage, media overexposure -This slide presents the goal of target market coverage, which is to extend media coverage to members of the target audience while minimizing waste coverage. Waste coverage is the media coverage that reaches people who are not potential buyers & or users -Chart 1: shows the target market as a proportion of total population -Chart 2: full coverage of the target market; optimal goal -Chart 3: partial coverage, leaving some customers without exposure -Chart 4: media coverage exceeds target audience; some coverage may be wasted

terminology

-Population is the theoretically specified aggregate of individuals to be studied -A sampling frame is any list of all sampling elements within a population -A sample is each respondent

magazine advertising space (chap 12)

-Positions available for ads -First cover: outside front of a magazine -Second cover: inside front of a magazine -Third cover: inside back of a magazine -Fourth cover: outside back of a magazine -A cover ad position is sold at a higher rate than any other position (inside of magazine) -Advertising space is sold on the basis of space units: full page, half page, & quarter page -Advertisers save money through: volume discounts (based on the total space purchased within a contract year), purchasing advertising in magazine combinations, or networks -Magazine networks: offer advertisers the opportunity to buy space in a group of publications as a package deal -Networks can also be publishers of a group of magazines with diversified audiences, or independent networks that sell space in groups of magazines published by different companies

implications (chap 5)

-Potential buyers may be at different stages in the hierarchy -Used as intermediate measures of communication effectiveness -Marketers should know where audience members are on the response hierarchy -Cognitive: learn -Affective: feel -Behavioral: do -Using the traditional hierarchy models, marketers can develop various strategies. For example, if target market is in cognitive stage, consumers want to learn. Marketer should provide detailed information about the products/services. If target market is in affective stage, consumers know about the products & they feel. In that case, comparative advertising might be effective to persuade consumers. If target market is in behavioral stage, sales promotion (discount, sample, etc) might be a good approach to lead sales. -Standard learning model: high involvement & high product differentiation, cognitive (learn), affective (feel), conative (do), need detailed information -dissonance/attribute hierarchy: high involvement & low product differentiation, do, feel, learn, need reinforcement -low involvement hierarchy: low involvement & minimal difference, learn, do, feel, need a heavy repetition strategy & visual images -Alternative response hierarchies use two different factors: perceived product differentiation & consumer involvement -Standard learning model: in this hierarchy, the consumer is viewed as an active participant in the communication process who gathers information through active learning ex. Car, house -dissonance/attribute theory: consumers are active, but most products are similar ex. Credit card -Low involvement hierarchy: the consumer engages in passive learning & random information catching rather than active information seeking ex. Heinz ketchup -The various response models offer an interesting perspective on the ways consumers respond to advertising & other forms of marketing communication. They also provide insight into promotional strategies marketers might pursue in different situations -From a promotional planning perspective, it is important that marketers examine the communication situation for their product or service & determine which type of response process is most likely to occur. Once the manager has determined which response sequence is most likely to operate, the integrated marketing communications program can be designed to influence the response process in favor of the companies producy or service

puffery (chap 20)

-Presentation that praise the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely & generally, stating no specific facts, a legal form of advertising -Defined as advertising or other sales presentations which praise the item to be sold with subjective opinions, superlatives, or exaggerations, vaguely & generally, stating no specific facts. The ftc takes the position that, because consumers expect exaggerations or inflated claims in advertising, they recognize puffery & don't believe it. Examples include: the ultimate driving machine or made from the best stuff on earth

advertising dept. under a centralized system (chap 3)

-President -Production -Finance -Marketing -Research & development -Human resources -Marketing research -Advertising -Sales -Product planning -This slide explains how the marketing department would fit into a centralized organization. Under this system, various organizational activities are divided along functional lines. Within the marketing department itself, specialized activities are also divided functional lines

Marketing and Promotions Process Model (chap 2)

-oppurtunity analysis, identifying markets, product decisions, promotion to final buyer -competitive analysis, market segmentation, pricing decisions, internet/interactive -target marketing, selecting a target market, channel of distribution decisions, promotion to trade, resellers, purchase -promotional decisions: advertising, direct marketing, interactive marketing, sales promotion, publicity & public relations, personal selling -ultimate consumer: consumers, businesses -this slide explains how promotion fits into an organizations markeing startegy & programs

full service agency organization chart (chap 3)

-President, chief operations officer/chief financial officer -Director, client service, account directors, account supervisors, account executives -Director, planning research, account planners, market research -Creative services director, art directors, copywriters, graphic designers, studio artists -Interactive/digital creative director, interactive producer, interactive developers, interactive graphic designers -Production director, print production manager, broadcast production manager, traffic manager -Specialized services director, direct marketing, sales promotion, public relations, events & support service -Media director, media planners, media buyers Management & finance directors, accountants, financial manager, office manager, human resources -This slide presents the typical organization chart for a full service advertising agency -Client service department: director, account directors, account supervisors, account executives

PR tools (chap 17)

-Press release: one of the more important publics is the press; information must be factual, true, & of interest to the medium & its audience -Press conference: must be a major interest to a specific group before it is likely to gain coverage -Exclusives: offer one particular medium exclusive right to a story -Interviews: typically done with a spokesperson for the firm -Community involvement: memberships or participation in local organizations -Internet: can be used to disseminate information through the companies website, through social networks & blogs or via press releases -Social networks & blogs: companies will post information on their websites providing announcements -The tools available to implement the PR program, which include:

chap 12 study guide

-Print media: involvement -Magazine classification -Magazine creative flexibility -gatefolds/bleed pages -Split runs -circulation/readership -Alliance for audited media/business publication audit -Magazine networks -Purchasing newspaper space

marketing on the internet (chap 20)

-Privacy & security: the ftc is focusing attention on protecting consumers online privacy & the collection of sensitive information, particularly for those using social media such as facebook & twitter. In 2009 it passed a new set of guidelines for online endorsements that requires bloggers to disclose any material connection to advertiser. -Online marketing to children -Online endorsement & native ads -spamming

problem recognition & motivation (chap 4)

-Problem recognition: out of stock, dissatisfaction, new needs/wants, related products/purchase, marketer induced problem recognition, new products -Motivation: maslow's hierarchy of needs, psychoanalytic theory -The first stage of the decision making process is problem recognition. This occurs when the consumer perceives a need & becomes motivated to solve the problem. Recognition that there is a problem can be triggered by both internal & external factors -Out of stock: an existing supply must be replenished -Dissatisfaction: consumers become dissatisfied with the current state of affairs & or product being used -New needs/wants: changes in consumers lives often result in new needs/wants. For example you got a job at a company. Then you need to buy clothes Related products/purchases: needs stimulated by the purchase of another product. For example, you just bought a new computer. Then, you might buy software, accessories etc -Market induced recognition: marketers encourage consumers to be dissatisfied with their current situation, & they try to create new needs & wants ex: change fashion/trend -New products: innovative products are introduced -Consumer motivations helps in understanding the reasons underlying consumer purchase & define motives. Motives are the factors that compel a consumer to take a particular action

advertising areas subject to regulation (chap 19)

-Products that may be advertised -Content or creative approach used -Media advertisers are allowed to use -The amount of advertising allowed -Use of foreign languages in ads -Materials from outside the country -Local versus international ad agencies -Specific taxes levied on advertising -Many countries have regulations & restrictions on the advertising of various products such as cigarettes, liquore & pharmaceutcials that can affect varios aspects of a company advertising program -The various types of government regulations & restrictions that may be placed on the advertising program: some of these restrictions are socially motivated while others are economically motivated

advertising & promotion viewpoints (chap 21)

-Proponent arguments: provides information to consumers, encourages higher standard of living, promotes competition, helps new firms enter a market, creates jobs -Critic arguments: more propaganda than information, creates consumer needs, faults, promotes materialism, insecurity, & greed -There are two viewpoints regarding the value of advertising & promotion

humor appeals (chap 6)

-Pros: attention & awareness, retention of the message, a positive mood, reducing counterarguing -Cons: does not aid persuasion, harm recall & comprehension, wearout fast, low credibility, ineffective for sales -Humorous ads are some of the best known & most memorable of all advertising messages, not every product or every marketing situation lends itself to humor. Advertisers should consider these factors before deciding to use humor to attract attention & gain awareness for their products. Wareout refers to the tendency of a television or radio commercial to lose its effectiveness when it is seen & or heard repeatedly

measuring effectiveness (chap 18)

-Pros: avoid costly mistakes( if the program is not achieving its objectives, the company needs to stop spending money on it), evaluate alternative strategies( should research be spent on traditional, nontraditional, digital, or some combination strategy?, increase efficiency of ad sometimes advertisers get so close to the project they lose sight of what they are seeking, determine if objectives are achieved (well designed IMC plans have specific communication objectives. Once attained, new ones must be established -Cons: cost of measurement( good research can be expensive, in terms of both time & money), research problems( because it is often difficult to measure the contribution of each marketing element directly, some managers become frustrated & decide not to test at all), disagreement on what to test( the objectives sought in the promotional program may differ by industry, by stage of the product life cycle, or even for different people within the firm), objections of creative( ad agencies argue that applying measures stifles creativity; the more creative the ad, the more likely it is to be successful), time(managers believe they already have too much to do & cannot spare time for testing, get a message out could result in missed opportunities)

Advertising (chap 1)

-paid, nonpersonal communication -about an organization, product, service, or idea -with an identified sponsor -no immediate feedback from audience -message to large groups of individuals

pros & cons of a centralized systems (chap 3)

-Pros: better communications, fewer personnel, staff continuity, top management involvement -Cons: hard to understand the overall marketing strategy, longer response time, inability to handle multiple brands, product lines -There are pros & cons of a centralized organizational system. Large companies with a single product or service, such as jet blue, often have a centralized advertising department -Pros: having a central location facilitates communication regarding the promotions program, making it easier for top management to participate in decision making. It is also more efficient operation, because fewer people & same staff are involved in decision making, & as their experience in making these decisions increases, the process becomes easier -Cons: it is difficult for the advertising department to understand the overall marketing strategy for the brand, & response to specific needs or problems may be slow. As companies become larger & develop or acquire new products, brands, or divisions a centralized system may become impractical

pros & cons of in-house agencies (chap 3)

-Pros: cost savings, more control, increased coordination, stability, access to top management -Cons: less experience, less objectivity, less flexibility, less access to top creative talent -Some in-house agencies are little more than advertising departments, but in other companies they are given a separate identity & are responsible for the expenditure of large sums of advertising dollars. Large advertisers that use in-house agencies include hyundai/kia, avon, revlon, land rover, & benetton -Advantages of this system include: cost savings, because media commissions that normally go to an outside agency remain in house more control over the advertising function, because it is handled within the company rather than by an outside agency, Better coordination of advertising & promotion with the firms other marketing activities -Negative aspects of this system include: less advertising experience than is available from an outside agency, which has a variety of specialists in various areas of advertising, less objectivity because those working for an in-house agency are part of the company, less flexibility as outside agencies can be changed more easily changes among in-house agency personnel are slower & more disruptive -The ads have been created by benetton clothing companies in-house agency most of their ads are very controversial

the future for magazines (chap 12)

-Publishers are focused on building: stronger editorial platforms, circulation management, electronic delivery methods, native advertising (integrates the advertising in online publications with the environment & editorial content -Strong editorial platforms: appealing to interests, lifestyles, & changing demographics -Better circulation management: to increase or maintain circulation -Digital magazines: making publications available online

purchase decision (chap 4)

-Purchase intention: predisposition to buy a certain brand by matching purchase motives with attributes of brands considered -Brand loyalty: preference for a particular brand that results in its repeated purchase -In purchase decision stage, consumers may develop a purchase intention or predisposition to buy a certain brand. Consumers have specific brand names in mind before making a purchase because they have developed brand loyalty, a preference for a particular brand that results in its repeated purchase

Choosing a Celebrity Endorser (chap 6)

-Q score formula -The percent of those who say "one of my favorites" -Divided by the percent who have hard of him/her -Many factors that marketers consider when choosing a celebrity to serve as an advertising spokesperson. Among the most important are the celebrities match with the target audience & the product/service or brand, the overall image of the celebrity, the cost of acquiring the celebrity, trustworthiness, the risk of controversy & the celebrities familiarity & likeability among the target audience -Marketers turn to research to measure celebrities familiarity & appeal. Q-scores are commercially available ratings developed by marketing evaluations, inc. a number of other research firms provide data on the popularity of various celebrities & insight into how their image might fit with a company or brand

radar (chap 11)

-Radios all dimension audience research owned by arbitron -Diary interviews from a probability sample of 200,000 respondents age 12 & older who live in telephone households

reach & frequency (chap 10)

-Reach for one program, total market audience reached: total audience reached by one program -Reach of two programs, total market audience reached: reached by two programs (including duplicated reach) -Duplicated reach of both, total market reached with both shows, provides an estimate of frequency, duplicated reach only (those who were exposed more than once) -Unduplicated reach of both, total reach less duplicated shows, indicated potential new exposures, total minus duplication (exposed only once) -Advertisers have budget constraints & they must make trade-offs between reach & frequency. Do they want the message seen & heard by more people (reach), or by fewer people more often (frequency)?

magazines & newspapers (chap 12)

-Reader sets the pace: can be processed at the readers own pace -Selective audience: both in types of consumers & market segments as they are the most specialized of all advertising media -Not intrusive: are not intrusive like radio & tv; they require some effort on the part of the reader for the advertising message to have an impact (high-involvement media). -High-involvement: require consumers to expend some time & energy to process the information they provide -High readership

chapter 18 measuring the effectiveness of the promotional program learning objectives

-Reason for measuring promotional program effectiveness -Various measures in assessing promotional program -This chapter explains reasons for measuring the effectiveness of promotional programs, describe the tools & processes available for assessing promotional effectiveness

ad agency (chap 3)

-Reasons for using an ad agency: highly skilled specialists, objective viewpoint of the market, broad range of experience -Many companies use their advertising department or in-house agencies exclusively; others combine in-house efforts with those of outside agencies -This slide discusses why a company use an outside advertising agency -Highly skilled specialists: may include artists, writers, media analysts, researchers & so on. Specialized markets can include travel, high-tech, e-commerce, bioscience & so forth. Because the outside agency is not subject to internal company policies, biases, or limitations, it has a more objective viewpoint of the market, ad agencies typically have multiple clients with a variety of products & services, so they have a broader range of experience

promotional planning (chap 6)

-Receiver comprehension: can the receiver comprehend the ad? -Channel presentation: which media will increase presentation? -Message yielding: what type of message will create favorable attitudes? -Source attention: who will be effective in getting consumers attention? -Personal planners must consider how decisions about each communication component will influence the various stages of the response process: reciever/comprehension; can the receiver comprehend the ad? Consideration must be given to whether the target audience can understand & comprehend a message. channel/presentation; which media will increase presentation? How effective is a particular media vehicle in reaching the target audience? message/yielding; what type of message will create favorable attitudes or feelings? source/attention; who will be effective in getting consumers attention? Marketers select sources that will be effective in gaining the attention of the target audience such as celebrities, athletes, or attractive models.

recency (chap 10)

-Recency planning focusing on short interval reach at minimum frequency levels as close to the purchase decision as possible -Rather than focusing on a four week planning period for reach, recency planning calls for a continuous schedule over a one week period, & less targeting to gain exposure to reach as many potential consumers as possible

rfm analysis (chap 14)

-Recency: how recently a customer has purchased -Frequency: how often the customer purchases -Monetary: how much the customer spends -It explains how advertisers can evaluate the effectiveness of direct-marketing programs. Using the cost per order (CPO), advertisers can evaluate the relative effectiveness of an ad in only a few minutes based on the number of calls generated. Another commonly employed measure of effectiveness is customer lifetime value (CLTV). CLTV is a simple formula that is used to assist marketers in determining the dollar value associated with a long term relationship with a customer, thus evaluating his or her worth -Many companies use rfm analysis to quantitatively determine which customers are the most profitable

emotional appeals (chap 9)

-Related to the customers social & or psychological needs for purchasing a product or service -Work better at selling brands that do not differ from competing brands

creative services (chap 3)

-Responsible for the creation & execution of advertisements -Copywriters: conceive ideas for the ads, & write the headlines, subheads & body copy -Art department: responsible for how the ad looks -Traffic department: coordinates all phases of production -The research department gather, analyzes & interprets useful information. Account planners gather information that is relevant to the clients product or service -The media department analyzes, selects & contracts for space or time in the media -Creative services are all responsible for the creation & execution of advertisements. -Copywriters & artists are specialists in this department. Additionally, a production department coordinates all phases of production of advertising & other creative work. The art department is responsible for how the ad looks & the traffic department coordinates all phases of production

regulation of trade allowances (chap 20)

-Robinson patman act: prohibits price discrimination, promotional allowance/payment -Vertical cooperative ads: co-op funds must be equal & non discriminatory -Marketers using trade allowances must be careful not to violate any stipulations of the robinson-patman act, which prohibits price discrimination. The ftc monitors cooperative advertising programs to ensure that co-op funds are made available to retailers on a proportionally equal basis & that the payments are not used as a disguised form of price discrimination

chapter 15 the internet digital & social media

-Role of the internet & social media in IMC -Web 1.0 & web 2.0 media platforms -The effectiveness of communications through the internet & social media -This chapter describes the role of the internet & digital & social media in an IMC program, discusses the use of web 1.0 & web 2.0 media platforms in the IMC process, & explains how to evaluate the effectiveness of communications through the internet & digital & social media

regulation of social media (chap 20)

-Safeguarding of personal information -Guidelines for online endorsements: online endorsers & bloggers must disclose any material connection to company or brand -Paid endorsers posting on social media & e-commerce sites: must identify themselves -This slide discusses how advertisers are regulated on social media. Regulatory agencies require personal information be safeguarded, online bloggers & endorses must disclose any material connection to a company or brand, & paid endorsers must identify themselves at such

weakness of marginal analysis (chap 7)

-Sales are a direct measure of advertising & promotions efforts: in studies using sales as a direct measure, it has been almost impossible to establish the contribution of advertising & promotion -Sales are determined solely by advertising & promotion: this assumption ignores the remaining elements of the marketing mix price, product, & distribution. Environmental factors may also affect the promotional program, leading the marketing manager to assume the advertising was or was not effective when some other factor may have helped or hindered the accomplishment of the desired objectives

sales vs. communication objectives (chap 7)

-Sales objectives: increased sales, market share, profits, should produce quantifiable results -Communication objectives: increased brand knowledge, interest favorable attitudes & image, creating favorable predispositions, immediate response not expected, they should be based on the particular communications tasks required to deliver the appropriate messages to the target audience: increasing brand knowledge, increasing interest, creating favorable attitudes toward the product or company, & creating a favorable company image. An immediate response is not expected; favorable predispositions toward the brand must be created before purchase behavior will occur -The primary goal of a sales-oriented objectives is increased sales of products & or services. Promotional spending is an investment of a firms resources that requires economic justification (ROI). the campaign should produce quantifiable results, such as increasing sales volume by a certain percentage or dollar amount, or increasing the brands market share

the imc planning process (chap 1)

-situation analysis -planning (strategy, goals, objectives) -communication (implementation) -evaluation (control) -this textbook presents a model of the imc planning process. however it is too complicate. we will use a four step imc planning process for out imc campaign

consumer-oriented sales promotion (chap 16)

-Sampling: involves a variety of procedures whereby consumers are given some quantity of a product for no charge to induce trial -Couponing: have become increasingly popular with consumers, which may explain their explosive growth among manufacturers & retailers that use them as sales promotion incentives -Premiums: is an offer of an item of merchandise or service either free or at a low price that is an extra incentive for purchasers -Contest, sweepstakes a promotion where consumers compete for prizes or money on the basis of skills or ability. Sweepstakes is a promotion where winners are determined purely by chance; it cannot require a proof of purchase as a condition for entry -Refunds & rebates: are offers by the manufacturer to return a portion of the product purchase price, usually after the consumer supplies some proof of purchase -Bonus packs: offer the consumer an extra amount of a product at the regular price by providing larger containers or extra units -Price off deals: deal reduces the price of the brand. They are typically offered right on the package through specifically marked price packs -Loyalty programs: are also referred to as continuity or frequency programs -Event marketing: is a type of promotion where a company or brand is linked to an event or where a themed activity is developed for the purpose of creating experiences for consumers & promoting a product or service

communication process model (chap 5)

-Sanders field of experience: source/sender, encoding, channel message, decoding, receiver -Receivers field of experience -Feedback, noise, response -This slide provides a basic model of the various elements of the communication process. -Two elements represent the major participants in the communication process, the sender & the receiver. Another two are the major communication tools, message & channel. Four others are the major communication functions & processes: encoding, decoding, response, & feedback. The last element, noise, refers to any extraneous factors in the system that can interfere with the process & work against effective communication

search engine marketing (chap in 15)

-Search engine optimization (SEO): the process of improving the volume of traffic driven to ones site by a search engine through unpaid organic results as apposed to paid inclusions -Google quality rater -Pay per click (PPC) -Paid search ex: google adwords (google ads) -Search engine marketing (SEM) has two types: SEO & PPC -SEO is the process of improving the volume of traffic driven to ones site by a search engine through unpaid (organic) results as opposed to paid inclusions. Organic search results are those that appear because of their relevance to the search terms, not advertisements -PPC: advertisers will also attempt to reach consumers through nonorganic or paid search such as pay-per-click (PPC) advertising by placing their ads on web pages that display results from search engine queries

materialism (chap 21)

-Seeks to create needs rather than merely fulfilling them -Surrounding consumers with images of the good life -Show products as symbols of status & success This slide discusses the social & cultural consequences of advertising. Advertising plays a major role in influencing & transmitting social values. Advertising agencies have a social & ethical responsibility to consider the impact of the advertising messages they create for their clients -Critics claim advertising has an adverse effect on consumer values by encouraging materialism, a preoccupation with material things rather than intellectual or spiritual concerns -Advertising merely reflects the values of society rather than shaping them, consumers values are defined by the society in which they live & are results of extensive, long term socialization or acculturation

the media mix (chap 10)

-Selection considerations: objectives, product or service characteristics, budget -A wide variety of media & media vehicles are available to advertisers. While it is possible that only one medium & or vehicle might be employed, it is much more likely that a number of alternatives will be used. The objectives sought, the characteristics of the product or service, & the size of the budget, are some of the factors that determine what combination of media will be taken into consideration

the selective perception process (chap 4)

-Selective exposure: consumers choose whether or not to make themselves available to information -Consumers choose whether or not to make themselves available to information. For instance, when changing television channels -Selective attention: a consumer chooses to focus attention on certain stimuli while excluding others -The consumer chooses to focus on certain stimuli while excluding others -Selective comprehension: the perception process whereby consumers interpret information based on their own attitudes, beliefs, motives & experiences -Interpreting information on the basis of attitudes, beliefs, motives, & experiences -Selective retention: assisted by mnemonics symbols rhymes, association & images that assist in the learning & memory process -Consumers do not remember all the information they see, hear, or read even after paying attention to & comprehending it. Mnemonics such as symbols, rhymes, associations & images that assist in the learning & memory process are helpful. Many advertisers use mnemonics to increase consumers retention -This slide introduces the perception process by which an individual receives, selects, organizes, & interprets information to create a meaningful picture of the world. Perception is an individual process; it depends on internal factors, such as a persons beliefs, experiences, needs, moods & expectations

Advantages of magazines (chap 12)

-Selectivity -Reproduction quality: high-quality paper stock & printing -Creative flexibility: huge flexibility in terms of the type, size & placement of advertising material -Permanence: magazines remain in the home longer than any other medium -Prestige: products gain prestige when advertised in publications with a favorable image -Receptivity, engagement: studies show that consumers become involved with magazines when they read them -Services: an important service offered by some magazines is split runs

differences in information processing (chap 6)

-Self paced media: newspapers, magazines, direct mail, internet -Externally paced media: radio, television -There are basic differences in the manner & rate at which information from various forms of media is transmitted & can be processed. Self-paced media; readers process the ad or information at their own rate & can study it as long as they desire. Externally paced media; the transmission rate is controlled by the medium

chapter 20 Study Guide

-Self regulation -Bbb -Advertising self regulatory council -American association of advertising agencies -Federal trade commission -unfairness/deception -Deceptive advertising -Affirmative disclosure -Advertising substantiation -Puffery -Deceptive ads: consent order & corrective advertising -Lanham act -Robinson patman act

regulation of direct marketing (chap 20)

-Self regulation occurs through various industry groups -Ftc & us postal service police direct response ads closely: the ftc focused its attention on the enforcement of existing regulations, particularly in areas such as telemarketing -Telemarketing faces increased regulations -Telephone consumer protection act: act of 1991 requires marketers who use telephones to contact consumers to follow a complex set of rules developed by the federal communications commission. These rules require telemarketers to maintain an in-house list of residential telephone subscribers who do not want to be called -Pay per call rule: in 1993, the ftc issued its 900 number rule for advertising directed at children. The rule restricts advertisers from targeting children under the age of 12 with ads containing 900 numbers unless they provide a bona fide educational service -Ftc do not call registry: allows consumers to opt out of most commercial telemarketing. Marketers face penalties of $11,000 per incident for calling someone on the list

regulation of advertising & promotion learning objectives (chap 20)

-Self regulation of advertising -Federal & state regulatory bodies -Regulation of sales promotion, direct marketing, & internet marketing -This chapter explains how advertising is regulated & by which regulatory agencies, to evaluate the effectiveness of self regulation of advertising, to describe how advertising is regulated by state & federal agencies, & to discuss the regulation of sales promotion, direct marketing & internet marketing

source (chap 5)

-Sender: spokesperson, organization, celebrity... -Encoding: putting thoughts, ideas or information into a symbolic form -Senders goal: encode message in such a way that it will be understood by the receiver -Source: the sender, of a communication is the person or organization that has information to share with another person or group of people. The source may be an individual (say, a salesperson or hired spokesperson, such as a celebrity, who appears in a companies advertisements) or a non personal entity (such as the corporation or organization itself)

advertising as offensive or in bad taste (chap 21)

-Sexual appeal in ads: tie to cigarettes, liquor, & beer -Offensive & tends to demean women or men: use of sexual appeals & or nudity which can be demeaning & offensive -Promotes a decline of moral & social values -Shock advertising: using nudity, sexual suggestiveness, or other startling images to get consumers attention, use of shock ads that employ nudity, sexual suggestiveness or other startling images to get consumers attention

creative tactics for television (chap 9)

-Sight -Motion -Sound -Tv is a unique & powerful advertising medium because it contains the elements of sight, sound, & motion which can be combined to create a variety of advertising appeals & executions. The basic components of television advertising video & audio -The visual portion generally dominates the commercial, so it must attract viewers attention & communicate an idea, message, & or image -The audio portion of a commercial includes voices, music, & sound effects. Voices are used in different ways in commercials

IMC campaign (four step process) chap 18

-Situation analysis: research -Planning: strategy -Communication: implementation -Evaluation: assessment -This chapter is related to the evaluation of the IMC campaign. Campaign objectives were set based on research finding. The objectives should be realistic, credible, & measurable. To evaluate the IMC campaign is a proposal. Thus, explain what you will measure & which research method you will use for each objective.

linkedin (chap 15)

-Social network for business professionals -Over 400 million members (128 million in US) -Offers marketers opportunity to connect with specific interests relate to their brand -Linked is another popular social network that caters to business professionals. While the site is primarily used by professionals to network, businesses have used banner ads on the site in an attempt to reach this professional audience to promote their products & services

chap 6 study guide

-Source credibility -Sleeper effect -Source attractiveness -Order of presentation -primary effect/recency effect -Message sidedness -Refutational appeal -Verbal message vs visual message -Message appeal options -Comparative advertising -Self-paced media/externally paced media -Qualitative media effect

what to test (chap 18)

-Source factors: whether the spokesperson being used is effective, how the target market will respond to him or her -Message variables: memorable, but not to strong to change attitude?, both the message & the means by which it is communication -Media strategies: vehicle option source effect, people perceived ad differently depending on their context, media scheduling, which media class generates the most positive results -Budgeting decisions: ad budget & sales, how much will be spent & where

methods of buying time (chap 11)

-Sponsorship: advertiser assumes responsibility for the production & perhaps content, sponsor has control & can capitalize on a shows prestige, to control the number, placement, & content of its commercials. Commercials can be any length as long as the total amount of commercial time does not exceed network or station regulations -Participants: participating sponsors share the cost, may participate regularly or sporadically, advertiser isnt responsible for production, participants lack control over content, advertiser has no long-term commitment to a program, & expenditures can be adjusted to buy whatever number of participation spots fits within the budget, tv budget can be spread over a number of programs, thereby providing for greater reach in the media schedule -Spot announcements: may be purchased by daypart or adjacency, are bought from the local stations & generally appear during time periods adjacent to network programs. They are most often used by purely local advertisers but are also bought by companies with no network schedule & by large advertisers that use both network & spot advertising

international economic enviroment

-Stage of economic development: present & future potential, a countries economic conditions indicate its present & future potential for consuming. Developed countries have higher income & buying power, but they might be saturated market. Developing countries has lack of buying power, but the markets can have a lot of potential -Economic infrastructure: communication, transportation, financial & distribution networks, developed countries have the economic infrastructure in terms of the communications, transportation, financial & distribution networks needed to conduct business in these markets effectively. By contrast, many developing countries lack purchasing power & have limited communications networks available to firms that want to promote their products or services to these markets -Standard of living -Per capita income -Distribution of wealth -Currency stability/exchange rates -International marketing & promotional decisions

newspaper rates (chap 12)

-Standard advertising units (SAUs): column & inches wide -Rate structure: flat vs open rate(no discount for quantity or repeated space buys), run of paper (ROP)(means the paper can place the ad on any page or in any position it desires), the paper can place the ad on any page or in any position, preferred position rate(the advertiser can ensure a specific section & or position on a page by paying a higher rate), combination rates(advertisers get a discount for using several newspapers as a group) -Open rate: various discounts are available for such things as frequency or bulk purchases of space -Newspapers use columns of varying width. Some have six columns per page, while others have eight or nine. This results in a complicated production & buying process for national advertisers that purchase space in a number of newspapers. To address this problem, the newspaper industry switched to standard advertising units (SAUs) in 1984. All newspapers under this system use 2-1/16 inch wide columns, & regardless of how many there are, ads are sold using a column-inch unit of measure. This allows national advertisers to prepare one ad & know it will fit in every newspaper. -Newspaper rates for local advertisers continue to be based on the column inch, which is 1 inch deep by 1 column wide. Column widths vary, depending on the page size of the newspaper & the number of columns into which it is divided

transit advertising (chap 13)

-Station posters, platform posters, terminal posters(floor displays, island showcases, electronic signs, & other forms of advertising that appear in transit facilities), inside cards(placed above the seats & luggage areas of buses or trains), outside posters (appear on the sides, backs & or roofs of buses, taxis, trains, & subway & trolley cars -Electronic outside posters -Transit advertising is targeted at the millions of people who are exposed to commercial transportation facilities, including buses, taxis, commuter trains, trolleys, airplanes, & subways. It has become popular due to the increase in the number of women in the work force, audience segmentation, & because many people spend more time outside of the home than inside

ad execution techniques (chap 9)

-Straight sell -scientific/technical -Demonstration: advertising is designed to illustrate the key advantages of the product/service by showing it in actuarial use or in some staged situation -Comparison: execution approach offers a direct way of communicating a brands particular advantage over its competitors or positioning a new or lesser known brand with industry leaders. Comparison executions are often used to execute competitive advantage appeals -Testimonial -Slice of life -Animation: with this technique, animated scenes are drawn by artists or created on the computer, & cartoons, puppets, or other types of fictional characters may be used -Personality symbol -Imagery -Dramatization: is somewhat akin to slice of life execution in that it often relies on the problem solution approach, but it uses more excitement & suspense in telling the story -Humor: the success of humorous appeals often depends on how well they are executed -Combinations

order of presentation (chap 6)

-Strongest arguments should be presented early or late in the message but never in the middle -Primary effect: information presented first is most effective. When consumers have negative perception -Regency effect: last arguments presented are more persuasive. When consumers have position perception -Research on learning & memory generally indicate that items presented first & last are remembered better than those presented in the middle -Presenting the strongest arguments at the beginning of the message assumes a primary effect is operating whereby information presented first is most effective -Putting the strong points at the end assumed a recency effect, whereby the last arguments are most persuasive

sales promotion with other IMC tools (chap 16)

-Successful integration requires decisions concerning: budget allocation(depends on the specific promotional objectives of the campaign the market & competitive situation & the brands stage in the life cycle), coordination of ad & promotion themes(sales promotion tools should communicate a brands unique attributes or benefits & reinforce the sales message or advertising campaign theme), media support & timing(media support for a sales promotion is critical & should be coordinated with the media program for the ad campaign. By using advertising in conjunction with a sales promotion program, marketers can make consumers aware of the brand & its benefits, thereby increasing their responsiveness to the promotion -It is important to coordinate with other IMC tools when properly planned & executed to work together, sales promotion can have a synergist effect much greater than that of the individual components

chapter 13 study guide

-Support media -Out of home (coh) media -In-store medi -Transit advertising -Promotional product marketing/specialty advertising -Branded entertainment -Product placement -Guerilla marketing This table shows the comparsion between tv commerical & product placement. Think about a famous movie (ex: ET) people watch for a long time.

where to promote? (chap 10)

-Survey of buying power index -Major metropolitan market -Population, income, retail sales -Helps determine which geographic areas to target -There are three indexes to be useful to determine where to promote: survey of buying power index, BDI, CDI -The survey of buying power index is based on a number of factors, including population, effective buying income, & total retail sales in the area. Each of these factors is individually weighted to drive a buying power index that charts the potential of a particular metro area, county, or city. The resulting index gives media planners insight into the relative value of that market -Brand development index: higher number high potential for brand development market share -BDI= percentage of brand to total U.S. sales in the market divided by percentage of total U.S. population in the market times 100, helps marketers factor the rate of product usage by geographic area into the decision process -The category development index (CDI) is computed in the same manner as the BDI, except it uses information regarding the product category

international media selection issues (chap 19)

-Types of media available -How much time is spent watching tv: varies from 2.4 hours a day in switzerland to 4.5 hours a day in the united states -Amount of commercial time available: varies from not accepted at all, to restrictions on time & days, to unlimited -Clutter: in some countries, a limited number of channels & more demand for commercial time results in high clutter -Tolerance for advertising: cable channel views are less tolerant of ads -Coverage, cost, quality, restrictions: vary from country to country -Political climate: state owned stations, like china central television, frequently intrude into program selection & scheduling -Limited & unreliable media information: it is often difficult to obtain reliable circulation figures, audience profiles, costs & other such data -Differences in the types of media available

syndication (chap 11)

-Syndication programs: sold or distributed on a station by station market by market basis Types: first run syndication, off network syndication (rerun), advertiser supported (barter syndication) -Many advertisers use syndicated shows to broaden their reach, save money, & target certain audiences Syndicated program: for example, wheel of fortune is created by an individual station. Then, the station sells their programs to TV stations -Off network syndication: reruns of network shows that are bought by individual stations. Popular off- network syndications are two & a half men & family guy -First run syndication: shows specifically produced for the syndication market. Popular shows are live with kelly & the jerry springer show -Advertiser supported or barter syndication: selling shows to stations in return for commercial time in the show, rather than cash. Popular shows are wheel of fortune, jeopardy, & the oprah winfrey show. -Advantages: saves money, broadens reach for national advertisers, targets specific audiences -Disadvantages: audiences tend to be rural & older, syndicators do not supply as much research information as the networks do, requires media buyers to come up with a syndication schedule to ensure maximum reach

characteristics of media (chap 10)

-Television, advantages: mass coverage, high reach, impact of sight sound & motion, high prestige, low cost per exposure, attention getting, favorable image. Disadvantages: low selectivity, short message life, high absolute cost, high production costs, clutter -Radio, advantages: local coverage, low cost, high frequency, flexible, low production costs, well segmented audiences. Disadvantages: audio only, clutter, low attention getting, fleeting message -Magazines, advantages: segmentation potential, quality reproduction, high information content, longevity, multiple readers. Disadvantages: long lead time for ad placement, visual only, lack of flexibility -Newspapers, advantages: high coverage, low cost, short lead time for placing ads, ads can be placed in interest sections, timely (current ads), reader controls exposure, can be used for coupons. Disadvantages: short life, clitter, low attention getting capabilities, poor reduction quality, selective reader exposure -Outdoor, advantages: location specific, high repetition, easily noticed. Disadvantages: short exposure time requires short ad, poor image, local restrictions -Direct mail, advantages: high selectivity, reader controls exposure, high information content, opportunities for repeat exposures. Disadvantages: high cost/contact, poor image (junk mail), clutter -digital/interactive, advantages: user selects product information, user attention & involvement, interactive relationship, direct selling potential, flexible message platform. Disadvantages: privacy concerns, potential for deception, clutter, few valid measurement techniques

twitter (chap 15)

-Text based messages up to 280 characters -Experienced challenges in growth -Used for: direct communication with customers, using words, images & customer engagement to promote brands, reading specific geographic markets, responding to customer complaints & or inquiries -Twitter is an online network microblogging network that enables users to send & receive text based messages (tweets) up to 280 characters in length. Many marketers have found twitter a useful tool for communicating with their customers & potential customers. Twitter is an easy & cost effective way to gain exposure for a brand

subliminal perception (chap 4)

-The ability to perceive a stimulus that is below the level of conscious awareness -Advertisers know consumers use selective perception to filter out irrelevant or unwanted advertising messages, so they sometimes use hidden, subliminal audio messages or visual cues to influence consumers

promotional products marketing (chap 13)

-The advertising or promotional medium or method that uses promotional products, such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives -Specialty advertising (promotional products marketing is used for many promotional reasons, such as thank you for patronage, keeping the name of company in front of the customer, & introducing new products or services. They are always distributed free. It is good for reminder advertising -A tool for reminder advertising

clutter (chap 6)

-The amount of adverting in a medium -Consumer attention -Shorter commercials -Clutter has been defined as the amount of advertising in a medium. For television, clutter includes all the nonprogram material that appears in the broadcast environment commercials, promotional messages for shows, public service, announcements (PSAs), & the like -Clutter is of increasing concern to advertisers because there are so many messages competing for the consumers attention. A viewer watching three hours of prime-time programming on the major networks could be subjected to as many as 100 commercial messages

IMC (Integrated Marketing Communications) chap 5

-The function of all elements of the IMC programs is to communicate with their target audiences -Depend on many factors, including how much current & or potential customers know & what they think about a company or brand & these images -Marketers must understand: how consumers perceive & interpret their messages, how these reactions will shape consumers responses to the company & or its product or service -The way marketers communicate with their target audiences depends on many factors, including how much current & or potential customers know & what they think page about a company or brand & the image. To planning & implementation of an IMC program, marketers must understand how consumers will perceive & interpret their messages & how these reactions will shape consumers responses to the company & or its product or service

the power of publicity (chap 17)

-The generation of news about a person, product, or service that appears in broadcast or print media -A subset of public relations: lack of control(a company has little control of what information is conveyed), timing(timing may be difficult or impossible to control editors decide not the company), accuracy(publicity is not always positive, & often originates from sources outside the firm inaccuracy, omission, or distortion may result) -Publicity is one of PR tools. It is very powerful tool & consumers trust the publicity (for example, New York time feature articles). However, there are disadvantages

good questions

-Use simple word/be brief -Avoid ambiguity -Avoid leading questions -Avoid double barreled questions -Avoid potentially embarrassing questions -Example: how often do you consider your supervisor to be fair with all his/her subordinates?, if you didnt have a premium channel, would you consider PPV?, how often do you attend church?, the ABC bank employees are friendly & helpful, in your free time, would you rather read a book or just watch television?, like most americans, do you read a newspaper every day?, in the past 30 days how many hours of television have you viewed with your family?, what is your income?, which of these categories includes your households total annual income?

maslows hierarchy of needs (chap 4)

-The lower level psychological needs must be satisfied to move on to higher order needs -Self actualization needs self development & realization, esteem needs (self esteem recognition status), social needs (sense of belonging love), safety needs (security, protection), psychological needs (hunger, thirst) -Maslows hierarchy of needs: according to maslows theory the lower level psychological & safety needs must be satisfied before the higher order needs become meaningful. Once these basic needs are satisfied, the individual moves on to attempting to satisfy higher order needs such as self esteem -This theory suggests five basic levels of human needs arranged in a hierarchy based on their importance: lower level needs are an ongoing source of motivation for consumer purchase behavior, people are unlikely to move through the needs hierarchy in a stair step manner because basic, lower level needs are met in most developed countries, marketers often target consumers higher level needs in order to sell products, advertising can be used to show how a brand cal fulfill these needs

media strategies (chap 10)

-The media mix -Target market coverage -Geographic coverage -Scheduling -Reach & frequency -Regency -Creative aspects & mood -Flexibility -Budget -The number of criteria that must be considered during the development of media strategies. That is, media planners must develop & implement media strategies, which evoke directly from the actions required to meet previously determined objectives. This involves consideration of the criteria shown on this slide

context & environment (chap 6)

-The medium is the message: the medium communicated an image that is independent of any message it contains -Qualitative media effect: the image of the media vehicle can affect reactions to the message -Interpretation of an advertising message can be influenced by the context or environment in which the ad appears. The image of the media vehicle can affect reactions to the message. A media environment can also be created by the nature of the program in which a commercial appears

network & affiliates (chap 11)

-The networks share the advertising revenue they receive during these time periods with the affiliates -The affiliates are free to sell commercial time in nonnetwork periods & during station breaks in the preempted periods to both national & local advertisers. -affiliates= local stations

comparative advertising (chap 6)

-The practice of either directly or indirectly naming competitors in an ad & comparing one or more specific attributes -FTC advocated this type of advertising in 1972 to give consumers a more rational basis for making purchase decisions, helps get new brands into the evoked set of the consumer, often used for brands with small market share, used frequently for political advertising

chapter 17 public relations, publicity, & corporate advertising learning objectives

-The role of PR, publicity & corporate advertising in promotion mix -The advantages & disadvantage of PR & publicity -The advantages & disadvantages of corporate advertising -The different forms of corporate advertising -This chapter describes the roles of public relations, publicity, & corporate advertising in the promotional mix. The advanatages & disadvantages of public relations & corporate advertising & the different forms of corporate advertsiing are discussed

chapter 11 evaluation of media television & radio learning objectives

-The role of TV as an advertising medium -Buying broadcast media -The role of radio as an advertising medium -Measuring audience -This chapter describes the role of television as an advertising medium & its advantages & limitations, to discuss how television advertising time is purchased for network & local television as well as cable television, & to discuss how television audiences are measured & developments in audience measurement -This chapter discuss the role of radio as an advertising medium & its advantages & limitations, to discuss how radio advertising time is purchased, & to discuss how radio audiences are measured & developments in audience measurement

chapter 16 sales promotion learning objectives

-The role of sales promotion -Objectives of sales promotion -Consumer & trade oriented sales promotion -Coordinate sales promotion with other IMC tools -This chapter describes the role of sales promotion in the IMC program, to identify the objectives of sales promotion programs, to explain how to choose consumer & trade oriented sales promotions tools, to explain how to coordinate sales promotion with advertising, & to discuss potential problems in the use of sales promotion tools

chapter 13 support media learning objectives

-The role of support media in IMC -Traditional & non traditional support media -This chapter explains the role of support media in an IMC program & traditional & nontraditional support media in the development of an IMC program

organizing for advertising & promotions (chap 3)

-The way a company organizes depends on: its size, the number of products it markets, the role of advertising & promotion in the marketing mix, the budget, its marketing organization structure -Companies organize their advertising & promotion strategies based on several factors depending on company size, the number of products (airline company is big, but only one product), the role of advertising & promotion in the marketing mix (ex: apple relies on mostly PR, monster energy drink relies on sport event sponsorship, starbucks relies on social media), budget organization structure (centralized system or decentralized system)

ad appeals (chap 4)

-This ad for toyota appeals to security by promoting safety. This ad for jaguar appeals to self actualization by advertising its car as the ideal -Applying maslows hierarchy of needs, advertisers reach target consumers. Toyota ad focuses on security needs of consumers, while the jaguar ad address self actualization

cognitive response (chap 5)

-Thoughts that occur to individuals while reading viewing, & or hearing a communication -Cognitive response: exposure to advertisement, product/message thoughts, source-oriented thoughts, ad execution thoughts, attitudes: brand attitudes, attitude toward the advertisement, purchase intent: purchase intention

decentralized systems (chap 3)

-Used by firms with multiple divisions & many different products -Brand manager: responsible for total management of the brand or product -Advertising manager: the authority to override the brand managers decision

marketing startegy & analysis (chap 2)

-situation analysis: a detailed assessment of the current marketing conditions facing the company -SWOT analysis -oppurtunity analysis: external areas where there are favorable demand trends & competition -competitive analysis: something unique or special a firm does or has -target market selection

standard rate & data service (SRDS)

-Three categories based on audience -Consumer magazines: best suited for marketers interested in reaching general consumers, as well to companies trying to reach a specific target market. They are specialty magazines today that reach nearly every type of interest or activity -Farm publications: range from general interest publications aimed at all types of farmers, to those in specialized agricultural areas, such as poultry farming or cattle raising. There are about 300 publications tailored to nearly every possible type of farming or agricultural interest -Not classified with business publications because historically farms were not perceived as businesses -Business publications: professional groups such as lawyer(such as national law review for lawyers & architectural forum), industrial magazines (targeted to those in various manufacturing & productions industries. Examples: are iron & steelmaker, chemical week, & industrial engineering), trade magazines (targeted to wholesalers, dealers, distributors, & retailers. Among them are progressive grocer, drug store news, womens wear daily, & restaurant business) , general business (aimed at executives in all areas of business. Examples are forbes, fortune, & businessweek), health care publications (which target dental, medical nursing, biotechnical sciences, & hospital administration)

budgeting approaches (chap 7)

-Top down budgeting: top management sets the spending limit, a budget is established by management & then the monies are allocated to various departments. The goal of this method is usually to ensure that the promotional budget stays within the limits set by upper management. Spending levels are essentially predetermined & have no true theoretical basis -Promotion budget set to stay within spending limit -Bottom up budgeting: promotion objectives are set, activities needed to achieve objectives are planned, costs of promotion activities are budgeted, total promotion budget is approved by top management, the budget is based on consideration of the firms predetermined communications objectives. The primary advantage of this approach is that the budget is driven by the objectives to be attained, rather than a predetermined amount management is willing to spend

top-down approaches (chap 7)

-Top manager set budget: affordable method, whats left to advertising & promotion, the firm determines the amount to be spent on such things as production & operations, then allocates whats left to advertising & promotion. Often this page method does not allocate enough money to get the product off the ground & into the market -Top down approaches are popular because of traditions & top managements desire for control -Arbitrary allocation: determined by management solely to the bases of what is felt to be necessary, no theoretical basis underlies the budgeting process -Percentage of sales: based on sales of the product, advertising & promotion budget is based on current/future sales of product. This method is the most commonly used for budget, but it has some serious disadvantages. The amount of advertising & promotions dollars to be spent reverses the cause & effect relationship between advertising & sales -Competitive parity: by matching the competitions percentage of sales expenditures, setting budgets on the basis of what competitors spend, usually accomplished by matching the same percentage of sales expenditures as competitors -Return on investment (ROI): advertising is investment & causes sales, advertising & promotions are considered investments & the budget appropriation is based on the returns the company feels it will generate from advertising

determining effective reach (chap 10)

-Total exposure versus effective exposure of a prime time television schedule -Percent reach: no exposure, ineffective exposure, threshold of effectiveness -Reinforcement of effectiveness -Effective exposure -Excessive exposure -Negative exposure -Total exposure= 400 GRPs -Effective exposure= 221 ERPs -GRPs= gross rating points -ERPs= effective rating points -Effective reach, as shown on the shaded area of this graph is between 3 to 10 exposures. Fewer than 3 exposures is considered inefficient reach, while more than 10 is considered overexposure. The exposure level is no guarantee of effective communication, as different messages may require more or fewer exposures. For example, with the same budget, advertisers can decide several ways for reach & frequency

nonverbal language (chap 19)

-Touch: high touch hispanics, the french, arabs, low touch: americas, the english, germans, patting a child on the head (offensive) -Space -Time -Color, signs & symbols: white purity in us death in asia, number 7,4,13 -Nonverbal language such as touch, space, time, color, signs, & symbols play an important role in international advertising

commission method (chap 3)

-Traditional method: the agency receives a specified commission (usually 15%) from the media on any advertising time or space it purchases for a client -Critics: recommend high priced media, avoid non commissionable IMC tools -Appraisal of the commission system: negotiated commission -Commission system is a traditional method of compensating agencies. When this method is used, the agency receives a specified commission (usually 15 percent) from the media on any advertising time or space it purchases for its client -Many advertisers have moved to a negotiated commission system whereby the commissions average from 8 to 10 percent or are based on a sliding scale that becomes lower as the clients media expenditures increase

corona transformational ad (chap 9)

-Transformational advertising: differentiates a product or service by making the consumption experience more enjoyable & or meaningful. In other words, transformational ads associate the experience of using (consuming) the advertised brand with a unique set of psychological characteristics not typically associated with the brand experience to the same degree without exposure to the advertisement, transformational ads create feelings, images, & beliefs about the product or service that may be activated when consumers use it -Coronas "find your beach" & "corona get its lime" campaigns are excellent examples of transformational advertising. They are designed to preserve coronas iconic beach image while extending the corona state of mind beyond the sun, sand, & surf

alternative response hierarchies (chap 5)

-Tropical involvement, high: learning model cognitive, affective, conative, dissonance/attribution, affective, cognitive -Perceived product differentiation, low: low-involvement model cognitive, conative, affective

economic value of advertising (iaa) chap 21

-When advertising does its job, millions of people keep theirs -The international advertising association has been running a campaign for several years to convince consumers around the world of the economic value of advertising. The goal of the campaign is to get consumers in these countries to recognize the role advertising plays in contributing to their economic well being

step 2: planning (chap 1)

-target market & positioning -goals & objectives

creative brief (chap 8)

-Used to guide the creative development of an advertising message or campaign: creative platform, work plan, creative blueprint, or creative contract -Key elements of a creative brief: basic problem or issue the communication must address, communications objectives, target audience, major selling idea or key benefits to communicate, reason to believe/supporting information, tone & manner/brand personality, schedule (what is needed & when), measures of success (should be tied back to objectives) -The creative brief is usually developed by an account representative & or representative assigned to the account. The adverting & or marketing & brand managers from the client side ultimately approve the creative brief, & it then becomes the roadmap to guide the creative process -Several studies indicate that there is a gap in the information that creative personnel need to develop effective advertising & what they are being provided. This points to the need for better communication between clients & agencies

support media (chap 13)

-Uses a variety of channels to deliver communications & to promote products & services -Role: reach target audience that primary media may noy have effectively reached, reinforce or support primary media messages -Some of media are not used for only for support, but for some companies they may be the primary or medium used -Traditional support media: out of home media/instore media/transit advertising/promotional products marketing/yellow pages advertising/advertising in movie theaters -Nontraditional support media: branded entertainment -Guerilla marketing

podcasting (chap 15)

-Uses internet to distribute audio/video files for downloading -Ads or sponsorships -A medium that uses the internet to distribute audio or video files for downloading into ipods, ipads, & other portable devices

chapter 12 evaluation of print media magazines & newspapers learning objectives

-Value of magazines & newspapers as an advertising mediu -Buying magazine & newspapers space -This chapter will compare magazines & newspapers in terms of their value as advertising media; discuss magazine circulation & readership & audience information; describe how advertising space is purchased for magazines; & discuss future trends & developments for magazines & how they influence their use as an advertising medium

chapter 6: source, message & channel factors learning objectives

-Variables in the communication system & how they influence consumer processing -Decision factors in selecting a source -Message structures & appeals -Types of channels in marketing communication -Chapter 5 explained the elements of the communication process: source, message, channel, receive, noise, response/feedback. This chapter focuses on source, message & channel factors in detail

chapter 9: creative implementation & evaluation learning objectives

-Various types appeals -Various creative execution styles -Creative tactics for print & tv advertising -This chapter compares the different types of appeals used in advertising, identifies creative execution styles & their most appropriate applications, compares tactics for the creation of print ads & tv commercials as well as online advertising

forms of encoding (chap 5)

-Verbal -Graphic -Musical -Animation -The communication process begins when the source selects words, symbols, pictures & the like to represent the message that will be delivered to the receivers. This process, known as encoding, involves putting thoughts, ideas, or information into a symbolic form. The senders goal is to encode the message in such a way that it will be understood by the receiver

digital out of home (DOOH) chap 13

-Video advertising network -Digital billboard -Place based out of home media -One of the fastest-growing out of home industries. There are three forms 1) Video advertising network include digital video screens that appear in offices, stores, theaters, inside transit networks, & entertainment venues such as health clubs, sporting arenas, bars & restaurants 2) Digital billboard: screens transmit in LED

ad layout (chap 9)

-Visual element -Body copy -Indirect headline

superagencies (chap 3)

-WPP -Omnicom -Interpublic -Publicis Group -This slide presents the meaning of advertising agencies & superagencies. Advertising agencies are service organizations that specialize in planning & executing advertising programs for their clients. However, clients want integrated marketing communication over advertising service. Thus, superagencies were formed by several agencies (such as advertising, PR, digital agencies, etc.) so agencies could provide clients with integrated marketing communications services worldwide. WPP, Omnicom Group, Interpublic Group, & Publicis Groupe are main superagencies. If you want to know about IMC agencies, you can use the websites

blogs (chap 15)

-Web based publications consisting primiarly of periodic articles -Writings of an individual, community, politica; organization, or corporation -Reach large or targeted audiences at a small cost -Through banner ads, pay per click ads, & or becoming an affiliate -A blog or weblog is a web based publication consisting primarily of periodic articles, normally presented in reverse chronological order. Blogs may reflect the writings of an individual, a community, a political organization, or a corporation, & they offer advertisers a new way to reach their target audiences

Chapter 15 Study Guide

-Web objectives -Web 1.0,2.0 -Forms of internet advertising -Search engine marketing -Search engine optimination/PPC -Behavioral targeting/retargeting -Contextual advertising/native advertising -Social media/social networks -How to use internet (combination) -Internet advantage/disadvanatage

reminder advertising (chap 9)

-Well known brands: ads that do not use any specific types of appeals, focus primarily on keeping their brand name -Well known brands & market leaders often use reminder advertising to maintain top of mind awareness among consumers in their target markets. Reminder ad has the objective of building brand awareness & or keeping the brand name in front of consumers

evaluation (chap 18)

-What has been accomplished? Systematic measurement against established objectives, accountability -Write the most precise objectives that are realistic, credible & measurable on IMC campaign

what is your opinion of this ad? (chap 21)

-What is your opinion of this ad? This ad is ok for legally, but there are ethical & moral issues -This ad was create by benetton clothing company in house agency

chapter 18 study guide

-What to test -source/message/media/budget -When to test -pretesting/posttesting -Where to test -laboratory/field -Tracking studies -Essentials of effective testing

trust

-When it comes to making a purchase, trust is everything & nothing builds trust quite like seeing a post from a friend or another customer praising a brand or product. Its authentic & unbiased, which makes it more likely for a potential customer to trust the brand & consider making a purchase -Hand in hand with trust comes social proof a term first coined in 1984 by psychologist robert cialdini. Consumers credit reviews from the people they view to be like them, thus making social proof a type of decision making shortcut -One example of a tried & true (UGC) campaign that effectively built trust is the #likeagirl campaign by always, a brand of feminine hygiene products. The campaign aimed to change the negative connotations associated with the phrase "like a girl" & empower young girls to embrace their own strength & confidence. -To achieve this, always launched a social media campaign that encouraged girls & women to share their stories & experiences using the hashtag #likeagirl. They also created a series of videos featuring real women & girls discussing issues like gender stereotypes & self-confidence -The campaign was a huge success, over 6 million social posts included the hashtag. It also helped to change how people think about the phrase like a girl & raised awareness about young female empowerment

problems with sales objectives (chap 7)

-Wont work in isolation: increased sales may be due to any number of variables other than the marketing program, including product design or quality, packaging, distribution or pricing -Ad effects take time, carryover effect: the effects of advertising often occur over an extended period, so money spent on advertising may not have an immediate effect. Because of the lag or carryover effect of advertising, it is hard to determine the precise relationship between advertising & sales -Offers little guidance to those planning & developing the promotional program, finally the creative & media side of the house needs more guidance than "increase sales". They need some direction as to the advertising message the company hopes to communicate, the target audience, & the particular effect or response sought

digital & social media (chap 19)

-Worldwide growth of the internet global marketing medium -This slide discusses digital & social media & their role in international marketing. Marketers are using the internet to promote their companies, build their brands & engage in e commerce transactions in their own countries as well as across boarders. Mixi was the leading social networking site in japan but has been overtaken by facebook

self regulation of advertising (chap 20)

-advertisers/agencies -Trade associations -Businesses -Media -Goals: maintain consumer trust & confidence, limit government interference -For many years, the advertising industry has practiced & promoted voluntary self regulation. Advertisers recognize the importance of maintaining consumer trust & confidence & see regulation as a way to limit government interference as well. Self regulation & control of advertising emanate from all segments of the advertising industry, including individual advertisers & their agencies, business, trade association, & media

consumers perceptions of a company & or its various brands (chap 1)

-are a synthesis of the bundle of messages they receive or contacts they have, such as media advertisements, price, package design, direct marketing efforts, publicity, sales promotions, websites, point of purchase displays & even the type of store where a product or service is sold. the integrated marketing communications approach seeks to have all of a companies marketing & promotional activities project a consistent, unified image to the marketplace. to unified image, a company coordinate promotion elements (advertising, PR, sales promotion, internet marketing, personal selling, direct marketing, etc)

the various promotional mix elements (chap 1)

-are the major tools that marketers use to communicate with current & or perspective customers as well as other relevant audiences. each & every oppurtunity a customer has to see or hear about a company & or its brands, or has an encounter or expierence with it, is a contact (touch) point -company created touch points are planned marketing communication messages created by the company -intristic touch points are interactions that occur with a company or brand during the process of buying or using the product or service -unexpected touch points are unanticipated references or information about a company or brand that a customer or prospect recieves that is beyond the control of the origanization -customer initiated touch points are interactions that occur whenever a custoer or prospect contacts a company

various positioning strategies available to marketers (chap 2)

-attributes/benefits: a common approach is setting the brand apart from competitiors on the basis of specific charecteristics or benefits. marketers attempt to identify salient benefits, which are those that are important to customers when making purchase decisons -price/quality: using price as charecteristic of the brand if a product is positioned as high quality, price may be a secondary consideration, another option is to focus on product quality or value offered at a competitive price -use/application: associate the brand with a specific use. this approach can be an effective way to expand usage of a product -product class: positioning your product in another category, rather than against a competitior, for example positioning frozen orange juice against fresh oranges -product user: associating a brand with a type of person or group that uses a product or service -competitior: positioning a company or brand against a competitor. often another form of positioning is used as well to differentiate the brand -cultural symbols: using a cultural symbol to differentiate a product from competitors (keebler, elves, the jolly green giant, tony the tiger)

The Role of IMC in Branding (chap 1)

-brand identity: a combination of name, logo, symbols, design, packaging, performance, & image or associations -imc plays a major role in developing & sustaining brand identity

imc audience contact tools (chap 1)

-broadcast media (tv/radio) -out of home media -personal selling -point of purchase -word of mouth -events & sponsorships -product placements (tv & movies) -sales promotion -direct marketing -internet/interactive -public relations/publicity -print media (newspapers, magazines)

advertising to business & professional market (chap 1)

-business to business advertising -professional advertising -trade advertising

positioning by product class (chap 2)

-california advocados

chapter 3 study guide

-centralized/decentralized marketing system -Advertising manager/brand manager -in-house /advertising agency -Reasons for using an ad agency -Superagencies -Full service agency -Departmental system/group system -client/account executive (AE)/AAE -Account planner -Methods of agency compensation -Commission method; critics -Fee arrangement/cost-plus arrangement/incentive-based compensation

regulation of sales promotion (chap 20)

-contests/sweepstakes: cannot be a lottery, rules & details must be fully disclosed -Premiums: cannot misrepresent their value, care must be taken with audiences, marketers that make a premium offer should list its value at the price at which the merchandise is usually sold on its own. While premium offers for children are legal, their use is controversial. The children's advertising review unit provides voluntary guidelines concerning the use of premium offers -Marketers must be careful to ensure their contest or sweepstakes is not classified as a lottery which violates the federal trade commission act & many state & local laws. A promotion is considered a lottery if a prize is offered, if winning a prize depends on chance & not skill, & if the participant is required to give up something of value in order to participate. Secondly, marketers must provide full disclosure of the promotion. Disclosure requirements include the exact number of prizes to be awarded & the odds of winning, the duration & termination dates of the promotion, & its availability of lists of winners of various prizes

selecting a target market (chap 2)

-determing how many segments to enter -undifferentiated marketing: offering just one product or service to the entire market -differentiated marketing: a number of segments, developing seperate marketing startegies for each -concentrated marketing: select one segment & attempts to capture a large share of this market -determining which segments offer potential: sales potential oppurtunities for growth, the competiton, & its own ability to compete

distribution channel decisions (chap 2)

-direct channel: driven by direct response ads, telemarketing, the internet: often used when selling expensive & complex products -indirect channelL network of wholesalers & or retailers

Value Concepts (chap 1)

-ferrari 812 superfast, honda civic -here are two cars. some people who want psychological benefits might say ferrari is more valuable, while some people who dont want to sacrifice a lot of many might say honda is more valuables. it means each consumers value perception is different

target marketing process involves four basic steps (chap 2)

-first step is identifying markets. target market identification isolates consumers with similar needs, lifestyles & so on. this segmentation allows companies to establish common ground with consumers, which in turn results in more effective marketing & communication programs

Online Search Advertising (chap 1)

-google adwords -how businesses use google ads: all kinds of business rely on google adwords to improve online sales, generate new leads or keep customers coming back for more -adwords has been my most effective means of advertising since the beginning which is why it gets 90 percent of my advertising budget

one of the fastest growing sectors is direct marketing (chap 1)

-in which organizations communicate directly with target customers to generate a response & or transaction. direct marketing involves a variety of activities, including direct mail & mail order catalogs, database management, direct selling, telemarketing & direct response ads through direct mail, the internet & various broadcast & print media. one of the major tools of direct marketing is direct response advertising, whereby a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer

types of coupons (chap 16)

-in/on pack, bounce back(an in/on pack coupon that is redeemable for the next purchase of the same brand), cross-ruff(redeemable on the purchase of a different product, usually one made by the same company but occasionally through a tie-in with another manufacturer), instant(attached to the outside of the package so the consumer can rip it off & redeem it immediately at the time of purchase) -In store, tear off pads, handouts, dispensers, register print out -Cross ruff coupon: redeemable on the purchase of a different product -Coupons continue to be the most effective sales promotion tool for influencing consumers purchase decisions -Several companies now offer coupanining services. Another way to distribute coupons that is growing rapidly is through mobile marketing whereby coupons are sent to directly to mobile phones.

there are many ways to use internet for promotion (chap 1)

-interactive media allow for a two way flow of communication whereby users can participate in & modify the form & content of the information they recieve in real time -social media refers to online means of communication & interactions among people that are used to create, share & exchange content -mobile marketing can be used to deliver messages that are specific to a consumers location or consumption situation

digital/internet marketing (chap 1)

-interactive media: allow users to participate in & modify the form & content in real time -social media: create, share, & exchange content -mobile marketing: cell phones, smartphones, tablets, & other handheld devices

situational analysis (chap 1)

-internal: firms promotional organization/capabilities, review of firms previous programs & results, assess firm/brand image, firms relative strength & weaknesses of product/service -external: customer analysis, competitive analysis, environmental analysis

interactive marketing (chap 1)

-internet activities -advertise products & services -link ads & websites to search engines -offer coupons, contests, sweepstakes -conduct direct marketing -do personal selling -conduct public relations activities -measure advertising & promotions

ad spending worldwide in 2020 by medium (chap 1)

-internet: 51.04% -television: 28.35% -newspaper: 6.04% -outdoor: 5.31% -radio: 5.37% -magazines: 3.47% -cinema: 0.41%

the shift to mobile marketing (chap 1)

-is occurring as consumers spend more time on their mobile devices & less time with traditional media such as newspapers, magazines. & television. internet is the most medium for ad spending worldwide

a product is more than just a physical object (chap 2)

-it is a bundle of benefits or values that satisfies the needs of consumers. the needs may be purely functional, or they may include social & psychological benefits -product symbolism refers to what a product or brand means to consumers & what they expierence in purchasing & using it -packaging: traditionally packaging provided functional benefits such as economy, protection & storage however, the role of function of the package have changed because of the self-service emphasis of many stores & the fact that more & more buying decisions are made at the point of purchase, read this article: what to learn from tropicanas packaging redesign failure?

paid, owned, & earned media (chap 1)

-paid: company pays to leverage the channel (television, radio, magazines, newspapers, outdoor, direct mail, in store media, online banner ads, videos, paid search, social media ads) channels a marketer pays to control -owned: company controls the channel (websites, microsites, mobile apps, facebook, twitter, instagram, snapchat, blogs, brouchers, in store displays) channels of marketing communication that a company controls -earned: companys customers or media became the channel (word of mouth, social media, mentions, comments, shared videos, pictures, posts, reports, online reviews, online communities, media coverage) exposure for a company or brand (free) -another categorization of the various types of customer touch points that has become very popular is that of paid, owned, & earned media

personal selling (chap 1)

-person to person communication -allows seller to tailor messages to the customers specific needs or situation -involves immediate & precise feedback -personal selling is a form of person to person communication in which a seller attempts to assist & or persuade prospective buyers to purchase the companys product or service or to act on an idea. it allows the seller to tailor the message to the customers specific needs or situation. it also involves immediate & precise feedback

marketing 4ps (chap 1)

-product (creating) -promotion (communicating) -place (delivering) -price (exchanging) -promotion integrated marketing communication is one of marketing 4ps -the focus of market driven companies is on developing & sustaining relationships with their customers

product decisions (chap 2)

-product symbolism (what product or brand means to consumers -branding (brand identity, brand equity) -packaging (consumer attention, communication) -brand identity: the combination of the name, logo, symbols, design, packaging & image of associations held by consumers -brand equity: an intangible asset of added value or goodwill that results from the favorable image, impressions of differentiation & or the strength of consumer attachment

these 4ps (chap 1)

-product, price, place, (distribution) & promotion are elements of the marketing mix. the basic task of marketing is combining these four elements into a marketing program to facilitate the potential for exchange with consumers in the marketplace. the four elements should be consistent. see the channel & snuggie marketing mix examples. channel is high quality product & high price. the product can be purchased at exclusive places. the promotion image is reflected in the ad (luxury). however, snuggie is low quality product & low price. they sell everywhere & the promotion image fits to the product. when a company combines & low price. they sell everywhere & the promotion image fits to the product. when a company combines 4ps, 4ps should be consistent. it means the two products are consistent with their price, place & promotion

promotional push startegy (chap 2)

-programs designed to pursuade the trade to stock, merchandise & promote a manufacturers products are part of a promotional push startegy. the goal of this startegy is to push the product through the channels of distribution by aggresively selling & prompting the item to the resellers or trade

the basic tools used to accomplish an organizations communication objectives are referred to as the (chap 1)

-promotional mix -there are 6 tools you can use for promotion -in this chapter, we will discuss about promotion tools briefly. we will study each promotion tool with other chapters later. understand what promotion tools we can use: to memorize 6 promotion tools: A SPPD I (advertising, sales promotion, PR, personal selling, direct marketing & internet marketing)

promotion strategies (chap 2)

-promotional push startegy: push the product through the channels of distribution by aggresively selling & promoting the item to the resellers or trade -promotional pull startegy: create demand among consumers & encourage them to request the product from retailers

marketing communication (chap 1)

-rapidly changing media environment -mass media: losing viewers, readers, listeners -digital media: targets narrow audience -consumers: not passive message recipients -information: obtained from many sources

rating (chap 11)

-rating= program rating HH tuned to show divided by total U.S. HH -1 rating point 1% of all the tv household in a particular area turned to a specific program -1 rating point (national point) 1,128,000 (total US HH 112,800,000) for example: CSI rating 12 reach 13.5 million households each week (12x1, 128,000)

IMC Planning Model (chap 1)

-review of marketing plan -analysis of promotional program situation & the communication process -budget determination -develop integrated marketing communications programs -advertising, advertising objectives, advertising strategy, advertising message, & media strategy & tactics -direct marketing, direct marketing objectives, direct marketing startegy, direct marketing message & media startegy & tactics -digital/internet marketing, internet marketing objectives, internet marketing startegy, internet message & media startegy & tactics -sales promotion, sales promotion objectves, sales promotion startegy, sales promotion message, & media startegy & tactics -PR/publicity, PR/publicity objectives, PR/public strategy, PR/public message & media starategy & tactics -personal selling, personal selling objectives, personal selling startegy, sales message startegy, & sales tactics

promotion vs sales promotion (chap 1)

-sales promotion is defined as those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer & can stimulate immediate sales -consumer oriented: targeted to the ultimate user of a product or service, couponing, sampling, premiums, rebates, contests, sweepstakes, POP materials, encourages immediate purchases, trade oriented: targeted toward wholesalers, distributors, & retailers, promotional/merchandising allowances, price deals sales contests, trade shows -promotion & sales promotion are two terms that often create confusion in the advertising & marketing fields. promotion is used in the broader sense to refer to the various marketing communications activities of an organization. sales promotion is one of promotion mix

share (chap 11)

-share= share of audience HH tuned to show divided by U.S. HH using TV -Percent of households using TV in a specific time period that are turned to a particular program, HUT (households using television), the percentage of homes in a given area that are watching television during a specific time periods

Promotional Mix (chap 1)

-the basic tools used to accomplish an organizations communication objectives -the promotional mix: advertising, direct marketing, digital/internet marketing, sales promotion, publicity/public relations, personal selling

unexpected messages (chap 1)

-the most impactful but are the most difficult to control. it can be very powerful because it has the power of third party credibility since the people who provide the information are often percieved as more believable than company sources because they have no vested interest in the success of failure of the company or brand -customer inititiated & intrinsic messages fall in between unexpected & company created messages with respect to impact as well as the ability of the marketer to control them

functional benefit (chap 1)

-the performance of the product (ex: high speed car)

an introduction to integrated marketing communications learning objectives (chap 1)

-the role of advertising & other promotional elements in marketing -the evolution of the integrated marketing communications concepts -the value of integrated marketing communications perspective -the elements of the promotion mix -contact points between marketers & audience -the integrated marketing communications planning process

repositioning (chap 2)

-the two slides present another positioning startegy repositioning. repositioning involves altering or changing the position of a product or brand. it occurs because of stagnant or declining sales or because of anticipated oppurtunities in other market positions -california advocados ad used "product class" for positioning. advocados are fruits, but the product against a product in another category (vegtable) -use/application: this startegy associates the brand with a specific use. this approach can be an effective way to expand usage of a product. baking soda: the company used use/application. baking soda for cleaning than cooking so they increased sales

prizm social groups (chap 2)

-this exhibit (cluster profile) presents an example of a cluster profile from nielsen claritas. this company provides demographic & psychographic profiles of geographic areas as small as census track, block group, or zip code, +4 users of the system include ace hardware, walmart & numerous others

advertisers must buy space or time for an ad message (chap 1)

-thus, consumers can identify the sponsor. nonpersonal means that the message is delivered to a large group of individuals, often at the same time. it also means that there is no oppurtunity for immediate feedback from the recipients -there are two categories for advertising: consumer market & business/professional market -consumer market ads: national advertising is done by large companies on a nationwide basis or in most regions of the country, retail/local advertising is done by retailers or local merchants to encourage consumers to shop at a specific store & use a local service, primary demand advertising is designed to stimulate demand for the specific companies brands -business/professional market: business to business advertising is targeted at individuals who buy influence the purchase of industrial goods or services for their companies, engineers or professors to encourage them to use a companys product in their business operations -trade advertising is targeted to marketing channel members such as wholesalers, distributors & retailers

Growing Importance of IMC (chap 1)

-value of imc: synergy among promotional tools, more efficient & effective marketing communication program -changing enviroment: evolution to micromarketing, audience & media fragmentation, consumers unresponsiveness to traditional advertising

other 2.0 media forms (chap 15)

-virtual/ augmented reality apps -QR codes: barcodes used in print ads -Other web 2.0 media forms available to marketers -Augmented reality: one example is the virtual reality world second life. Companies are now incorporating augmented reality into their catalogs, brochures, & so on -QR codes: a large percentage of print ads now carry the barcodes, but consumers have not used them as frequently as expected

pricing decisions (chap 2)

-what consumers give up to buy a product or service -price must be consistent with perceptions of the product -higher prices communicate higher product quality -lower prices reflect bargain or value perceptions -price, advertising, & distribution must be unified in identifying product position

media environment is changing (chap 1)

-with the fragmentation of markets, traditional media such as TV, magazines & newspapers are losing consumers. the growth of the digital media makes possible to target narrow audience. consumers are active to find information from many sources. -in 1980, advertising & sales promotion were the dominant forms of marketing communication by most companies, & total expenditures in the united states acorss the estimated $240 billion was spent on advertising in 2019, with $110 billion being spent on traditional media advertising (television, radio, magazines, newspaper, out-of-home & cinema) & $130 billion going to digital/online advertising. in addition to media advertising, nearly $50 billion was spent on direct mail & other forms of direct marketing such as email marketing, $25 billion was spent on sponsorships & event marketing. expenditure is growing, but the way allocate budget is quite different from the past decades

top 10 us advertising agencies (chap 3)

1) Cognizant interactive in New York, NY revenue = $3672 2) Accenture interactive in New York, NY revenue = $3,526 3) Deloitte digital in New York, NY revenue = $2,812 4) PaC Digital Services in New York, NY revenue = $2,490 5) Epsilon-conversant in Irving, TX revenue = $1,873 6) IBM X in Airmont, NY revenue = $1,751 7) Advantage marketing partners in irvine, CA revenue = $1,287 8) RRD marketing solutions in chicago, IL revenue = $1,181 9) Publicis Sapient in Boston, MA revenue = $1,101 10) Wunderman Thompson in New York, NY revenue = $1,035

the social consumer decision journey (chap 5)

1) Consumer considers purchase: views your brand on retailer site & is impressed by enthusiastic user reviews 2) Consumer evaluates brand: watches youtube video posted by enthusiastic owner showing the products innovative uses 3) Consumer buys product: photographs the product in store, posts it for others to comment on, & receives personal message with coupon from the brand 4) Consumer interacts with brand after purchase: "follows" your expert on twitter to receive product updates: retweets to friends 5) Consumer advocates for brand: comments on your representatives helpful advice in a user forum, then "likes" your facebook page 6) Consumer bonds: "tips" friends on foursquare after revisiting your store to purchase again - Over the past decade, the environment in which consumers evaluate brands & make purchase decisions has changed dramatically as digital content including social media has become pervasive in our daily lives & is influencing consumer behavior -Consumers do not always make purchase decisions in the linear manner depicted by the traditional hierarchy of effects. The decision journey has four basic stages: consider, evaluate, buy & enjoy-adovocate-bond

campaign themes (chap 8)

1) Nike: just do it 2) Home depot: more saving. More doing 3) Gillette: the best a man can get 4) Mcdonalds: "i'm lovin it" 5) De beers: a diamond is forever 6) Coca-cola: open happiness 7) Bounty: the quicker picker-upper 8) Gatorade: win from within 9) Under armour: we must protect this house. I will 10) Macys: the magic of macys - A campaign theme should be a strong idea, as it is the central message that will be communicated in all advertising & promotion activities. The theme is usually expressed through a slogan or tagline that reduces the key idea into a few words or a brief statement

top 10 network & cable network advertisers (chap 11)

1) Procter & gamble co. $743.0 2) AT&T $731.2 3) General motors co. $551.5 4) Ford motor co. $551.2 5) Pfizer $495.6 6) Verizon Communications $480.7 7) Time Warner $465.6 8) Deutsche Telekom (T-Mobile) $446.1 9) Apple $427.6 10) Johnson & Johnson

top 10 companies advertising spending (chap 19)

1) Samsung electronics in south korea $11,200 worldwide, $8,795 outside the U.S., $2,405 U.S. spending 2) Protector & gamble CO. in united states $10,500 worldwide, $6,113 outside the U.S., $4,387 U.S. spending 3) L'oreal in france $8,600 worldwide, $6,405 outside the u.s., $2,195 u,s, spending 4) Unilever in u.k. Netherlands $8,500 worldwide, $7,142 outside the u.s., $1,358 u.s. Spending 5) Nestle in switzerland $7,200 worldwide, $5072 outside the u.s., $2,128 u.s. Spending 6) Comcast corp in united states $6,300 worldwide, $555 outside the u.s., $5,745 u.s. Spending 7) Amazon in united states $6,300 worldwide, $2,921 outside the u.s., $3,379 u.s. Spending 8) at&t in united states $6,300 worldwide, $2,780 outside the u.s., $3,520 u.s. Spending 9) Anheuser-busch in belgium 6,200 worldwide, $4,658 outside the u.s., $1,542 u.s. Spending 10) Volkswagen in germany $5,500 worldwide, $4,754 outside the u.s., $746 u.s. Spending -An estimated $240 billion was spent on advertising in the united states in 2019, with much of this money being spent by multinational companies headquartered outside this country. Advertising expenditures outside the united states have increased by nearly 70 percent since 1990, reaching almost $500 billion in 2015. Global marketers based in the united states, as well as european & asian countries, increased their worldwide advertising, particularly on digital marketing. This slide shows the top 10 companies in terms of worldwide advertising spending

best global brands 2019 (chap 1)

1) apple: $234,231 brand value in billions 2) google: $167,713 brand value in billions 3) amazon: $125,263 brand value in billions 4) microsoft $108,847 brand value in billions 5) coca-cola $63,365 brand value in billions 6) samsung $61,098 brand value in billions 7) toyota: $56,246 brand value in billions 8) mercedes-benz brand value in billions $50,832 9) mcdonalds $45,362 brand value in billions 10) disney $44,352 brand value in billions

the model consists of four major components (chap 2)

1) marketing startegy & analysis: oppurtunity analysis, competitive analysis, target marketing. the marketing process begins with the development of a marketing startegy & analysis during which the company decides the product or service areas & particular markets where it wants to compete 2) target marketing process: market segmentation, select market, positioning for marketing startegy 3) marketing planning program development: includes product decision, pricing decision, channel distribution, & promotion startegy & make consistent with product, price, & place 4) target market: the promotion program is directed to both the ultimate consumer & the trade members or resellers that distribute the companys products

framework for digital marketing (chap 15)

1) outbound: ways firms reach out to target consumers 2) inbound: ways marketers ensure they can be found when consumers search for product or service 3) social media: platforms where consumers create content to influence others 4) mobile technology: activity done on smartphones, tablets & other mobile devices -marketers now use the internet to reach out to consumers. These efforts include outbound activities those directed from the company to specific target markets as well as inbound activities such as listening to gain feedback, interacting with customers, etc. -Ecommerce: the internet also offers the opportunity to sell directly to customers in both the consumer market & the business to business market. This direct selling of goods & services has been labeled e-commerce.

gold peak tea emotional appeal (chap 9)

Advertising for gold peak tea uses an emotional appeal based on the comforts & good feeling of home

advertising agency (chap 3)

Company, advertising department, in house agency, a person, advertising agency

personality symbol (chap 9)

Can deliver the advertising message & with which the product or service can be identified. Personality figures can also be built around animated characters & animals. Animation & personality symbol are frequently used for intangible products (ex: insurance)

self regulation by trade associations (chap 20)

Controversial advertising: alcoholic beverage, the u.s. Brewers association, distilled spirits council of the united states (DISCUS), american medical association (AMA), american bar association (aba)

emotional & rational appeals (chap 9)

Delta has been running its "keep climbing" campaign since 2010 & is a declaration of the companies commitment to making flying better where the airline is headed. The ad shows how delta is keeping up with the needs of travelers & helping them navigate through their entire travel experience. Also, delta promotes how delta is adding wi-fi on all long-haul international flights

full service agencies (chap 3)

Full range of marketing communication & promotion services: planning advertising, creating advertising, producing advertising, performing research, selecting media -Non Advertising services: strategic market planning, sales promotion, direct marketing, interactive capabilities, package design, public relations & publicity -A full service agency offers its clients a full range of marketing, communications & promotions services, including planning, creating & producing the advertising; performing research; & selecting media. A full-service agency may also offer non advertising services such as strategic market planning; sales promotions, direct marketing, & digital/interactive capabilities, package design, & public relations & publicity

global marketers dillemma (chap 19)

Offer the same product, marketing, & advertising everywhere?

southwest price appeal (chap 9)

Southwest airlines uses a variation of a price appeal in its "transfarency" campaign. The goal of the campaign is to tell consumers that, unlike other airlines, southwest does not charge extra fees nor surprise them with hidden charges

essentials of effective testing (chap 18)

Use a consumer response model( identify where the customers are leaning, feeling, or behavior stage), use pretests & posttests, use multiple measures( measure many outcomes such as awareness, interest, sales, recall, etc), understand & implement proper research( consider validity & realistic), establish communications objectives( clearly objectives help measure)

mental imagery (chap 11)

Visual elements of television commercials are transferred into the consumers mind by using a similar audio track in radio commercials

advertising substantiation (chap 20)

Weight loss marketers must substantiate their claims

sales response models (chap 7)

a) Concave downward response curve: Fewer ads may be needed for optimal influence or sales, the logic is that those with the greatest potential to buy will likely act on the first (or earliest) exposures, while those less likely to buy are not likely to change as a result of the advertising. According to the concave-downward function model, the effects of advertising quickly begin to diminish, budgeting under this model suggests that fewer advertising dollars may needed to create the optimal influence on sales b) S-shaped response function: a small ad budget is likely to have no impact on sale This slide shows two models of the advertising/sales response function. Most advertisers subscribe to one of two models of the advertising/sales response function, assumes that initial outlays of the advertising budget have little impact (range A). however, after a certain budget level has been reached (range B) advertising & promotional efforts began to have an effect, & additional increments of expenditures result in increased sales. This model suggests a small advertising budget is likely to have no impact beyond the sales they may have been generated through other means

psychological benefit (chap 1)

feelings such as self-esteem or status that result from owning a particular brand (ex: you feel high status when you have a fancy & expensive car)

IMC plays a major role (chap 1)

in the process of developing & sustaining brand identity & equity. brand identity is a combination of many factors, including the name, logo, symbols, design, packaging, & performance of a product or service as well as the image or type of associations that come to mind when consumers think about a brand

value is (chap 1)

the customers perception of all benefits of a product or service weighed against all the costs aquiring z7 consuming it. value: benefits is bigger than cost (money, time, efforts etc)

company planned touch points (chap 1)

the easiest to control but are the lowest in terms of impact. marketers can control the nature & type of advertising & other forms of promotion that they send to their target audiences, but consumer often discount these messages since they recieve so many of them & they recognize the persuasive intent that underlies them