ch 19 marketing
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598 toolkit
media buy
actual purchase of airtime or print pages is generally the largest expense in ad budget marketers must make their decisions carefully television ad is by far most expensive
Focus of ads
ad campaings determine each specific ads focus. product focus, institutional focus or public service advertising
set advertising objectives
ad plan, pull strategy, push strategy, informative advertising, persuasive advertising, reminder advertising, focus of advertising- product vs institutional must be specific and measurable
lift
additional sales caused by advertising
social marketing
application of marketing principles to a social issue to bring about attitudinal and behavioral change among general public or a specific population segment
pretesting
assessments performed before an ad campaign; implemented to ensure various elements are working in an integrated fashion and doing what they are intended to do
pulsing
base level of ads but increases intensely during certain periods like flights hotels and car rental companies
contests
brand sponsored competition that requires some form of skill or effort
using sales promo tools
careful because consumers stock up cross promoting goal to create value for both the consumer and the firm both sales promos and advertising can increase sales in short run and long run
media mix
combo of media used and the frequency of advertising in each medium that will deliver a clear consistent compelling message to the intended audience
Informative advertising
communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. such advertising helps determine early stages of a products life cycle. particularly when consumers have little info about the specific product or type of product retailers often use this to inform about upcoming sales or arrival of new merch
reminder advertising
communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of plc. Appears in traditional media, but also encompasses other forms of ads
influences
consumers choice, purchase behavior, and attitudes
types of sales promo
coupons, deals, premiums, contests, swepstakes, samples, loyalty programs,point of purchase displays, rebates, product placement,
push strategy
designed to increase demand by focusing on wholesalers, retailers, or salespeople. motivate seller to highlight the product rather than products of competitors, and therby push the product to consumers.
coupons
discount on price of specific items when theyre purchased issued by manuf and retailers in newpaers on product on shelves, at cash registers over internet in mail.
emotional appeal
emotional desire rather than utilitarian needs. focus on the self. use emotion to create a bond between the consumer and the brand; fear safety love humor happiness comfort nostalgia
posttesting
evaluation of campaigns impact after it has been implemented. advertisers assess the sales and or communication impact of the ad campaign
ad ethics
federal and state laws, and self regulatory agencies and agreements affects ads
Ad budget
firms must consider the role that advertising plays in their attempt to meet their overall promotional objectives. advertising expenditures vary over the course of the plc, nature of market and product influence the size of ad budgets. nature of market also determines the amount of money spent on advertising.
Public Service advertising
focus on public welfare; generally sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups. inform persuade and remind consumers for the betterment of society. represents a form of social marketing
Pull strategy
goal is to get consumers to pull the product into the marketing channel by demanding it
planning an ad campaign
identify target audience, set advertising objectives, determine the advertising budget, convey the message, evaluate and select media, create advertisements, assess impacts
flighting
implemented in spurts with heavy ads and then no ads ie sunscreen
mass media
includes outdoor billboards newpapers magazines radio and tv and are ideal for reaching large number of anonymous audience members
product focus
inform persuade or remind consumers about a specific product or service
Institutional focus
inform persuade or remind consumers about issues related to places, politics, or an industry. ie "got milk" ads highlight beneficial properties of milk for building strong bones which involves a more informative appeal combined with a mild emotional fear appeal to medical problems.
The appeal
informational and emotional
public relations
involves managing communications and relationships to achieve various objectives, such as building and maintaining a positive image of firm, handling or heading off unfavorable stories or events and maintaining positive relationships with the media pr more credible pr has grown as the costs of other marketing comm have increased
Puffery
legal exaggeration of praise, stopping just short of deception, lavished on a project.
other challenges
level of competitors ads, economic conditions in target market, sociocultural changes, instore merch availability and even the weather, all of which can influence consumer purchasing behavior
body copy
main text portion of the ad used to build on the interest generated by the visual and headlines, explains in more depth what the headline and subheads introduced, arouses desire for the product and provides enough info to move the target consumer to action
product placement
marketers pay to have their product included in nontraditional situations such as in a scene in a movie or tv program
identify target market
may or may not be the same as current users of the product
Evaluate and Select Media
media planning, media mix, media buy, mass and niche media, choosing the right medium, determining the right ad schedule
point of purchase displays
merch displays located at the point of purchase such as at the checkout counter in a supermarket most valuable real estate in store is pop location increase product visibility and encourage trial
create ads
message and appeal translated into words pictures colors and or music. execution dictates medium IMC consider objectives, the targeted customer segments, product or service's value proposition and how the ad will be coordinated with other imc elements.
tracking
monitoring key indicators such as daily or weekly sales volume, while the ad is running to shed light on any problems with the message or the medium
niche
more focused and generally used to reach narrower segments often with unique demographic characteristics or interests. specialty tv shows or mags
car manuf and dealers
most active aadvertisers
Headline
noticed 2nd large type in an ad designed to draw attention
informational appeal
offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides .
premium
offers an item for free or at a bargain price to reward some type of behavior such as buying sampling or tasting build goodwill among consumers who often perceive high value in them included in product packaging often can be very effective if theyre consistent with brands message and image and highly desirable to the target market
samples
offers potential customers the opportunity to try a product or service before they make a buying decision one of most costly sales promo tools but also one of the most effective
sweepstakes
offers prizes based on a chance drawing of entrants names. do not require the entrant to complete a task other than buying a ticket or filling out a form. encourage current consumers to consume more if the sweepstakes form appears inside the packaging or with the product
unique selling proposition
or value proposition; common theme or slogan in an ad campaign. must be unique to the brand but meaningful to the consumer.
Advertising
paid form of communication delivered through media from an identifiable source about an organization, product, service, or idea designed to persuade the receiver to take some action now or in the future
event sponsorship
part of pr when corporations support various activities usually in the cultural or sports and entertainments sectors.
cause related marketing
part of pr commercial activity in which business and charities form a partnership to market an image product or service for their mutual benefit.
assess impact using marketing metrics
pretesting, tracking, posttesting
rebates
price reduction in which a portion of the purchase price is returned by the seller to the buyer in the form of cash
FTC (fed trade commision)
primary enforcement agency for most mass media advertising although occasionallly it cooperates with other agencies to investigate and enforce regulations on particular ad practices enforces consumer protection; truth ad laws defines deceptive and unfair advertising
media planning
process of evaluating and selecting the media mix
The message
provides target audience with reasons to respond in the desired way. tout the key benefits of g or s. communicate its problem solving ability clearly and in a compelling fshion another strategy: establishing unique benefits
FDA (food and drug admin)
regulates food and dietary supplements package labeling
FCC (Fed Communications commission)
regulates interstate and international communications by radio tv wire satelite and cable enforces restrictions on broadcasting and material that promotes lotteries ; cigarettes, cigarillos, chew; perpetuates fraud; prohibits indecent or profane language
time series analysis
sales data from past is used to forecast the future
headline and subhead
short simple benefits name of brand and interest provoking idea contain action verb and give enough info for elarning even if only the headline was read
subhead
smaller headline provides more info about the product or services
sales promotion
special incentives or excitement building programs that encourage consumers to purchase a particular g or s, typically used in conjunction with other ad or personal selling programs tools on any sales promo can be focused on any channel member-whosalers retailers or end consumer sales promo targeting at channel members- push strategy sales promo targeted at consumers pull stratefy. some are push or pull
loyalty programs
specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.
advertising schedule
specifies timing and and duration; 3 types: continuous flighting and pulsing
continuous
steadily throughout the year for products consumes continuously at relatively steady rates persuasive and reminder advertising ie tide
Advertising plan
subsection of overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies all objectives of the ad campaign, clarifies a specific strategy for accomplishing those objectives of the advertising campaign and indicates how the firm can determine whether the campaign was successful ad plan is crucial bc as it will later serve as the yardstick against which advertising success or failure is measured.
brand elements
that identify sponsor of ad (logo)
convey the message
the message and the appeal determine what they want to say about the g or s first the firm determines the key message it wants to convey to target audience. Second, the firm decides what appeal would most effectively convey the message. considered simultaneously
choosing the right medium
tv used for escapism and entertainment communication media vary in their ability to reach desired audience radio- groceries fast food social media- reach
deal
type of short term price reduction that can take several forms such as featured price, a price lower than the regular price ; certain percentage more free offer contained in larger packaging; bogo offer. special financing arrangement such as reduced percentage interest rates
cross promoting
when 2 +firms join to reach a specific target market
Persuasive advertising
when a product has gained a certain level of brand awareness firms use these types of ads to motivate consumers to take action. generally occurs in growth and early maturity stages of the product life cycle when competition is most intense and attempts to accelerate the markets acceptance of the product. in later stages of the plc this type of advertising may be used to reposition an established brand by persuading consumers to change their perceptions of the advertised product.