MKTG 321 Ch 17

posttest

An evaluation of advertising effectiveness after the campaign. Advertiser sometimes use consumer surveys or experiments to evaluate a campaign based on communication objectives. These methods are costly however.

advertising campaign

And advertising campaign involves designing a series of advertisements and placing them in various advertising media to reach a particular target audience. The major steps in creating an advertising campaign are identifying and analyzing the target audience, defining the advertising objectives, creating the advertising platform, determining the advertising appropriation, developing the media plan, creating the advertising message, executing the campaign, and evaluating advertising effectiveness.

advertising platform

And advertising platform consists of the basic issues or selling points that an advertising wishes to include in the advertising campaign. For instance, Unilever wants to become a company associated with sustainable living.

pretest

And as valuation performed before the campaign begins. A pretest usually attempts to evaluate the effectiveness of one or more elements of the message. To pre-test advertisements, marketer sometimes use a consumer jury.

artwork

Art work consists of in advertisements illustrations and layout.

comparative advertising

Comparative advertising compares the sponsored brand with one or more identified brands on the bases of one or more product characteristics. In other words, it clearly identifies the competition.

competitive advertising

Competitive advertising attempts to stimulate demand for a specific brand by promoting the brand's features, uses, and advantages, sometimes through direct or indirect comparisons with competing brands.

consumer jury

Consumer jury is a panel of existing or potential buyers of the advertised product. They judge one or several dimensions of two or more advertisements. Such tests are based on the belief that consumers are more likely than advertising experts to know what influences them.

copy

Copy is the verbal portion of an advertisement and may include headlines, said headlines, body copy, and a signature. Not all advertising contains all of these copy elements. The headline is critical because it is often the only part of the copy that people read.

competitive matching approach

Marketers using this approach try to match their major competitors appropriations an absolute dollars or to allocate the same percentage of sales for advertising that their competitors do. Although a marketer should be aware of what competitor spend on advertising, this technique should not be used alone because the firms competitors probably have different advertising objectives and different resources available for advertising.

native advertising

Native advertising (a growing trend among marketers) is digital advertising that matches the appearance and purpose of the content in which it is embedded. Native advertising differs from content marketing in that it uses a platform outside of its own media. For example, Netflix used native advertising to promote orange is the new black on the New York Times website. Rather than promote the show directly, Netflix created an article describing the current state of female incarceration in the US.

illustrations

Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement. They are especially important because consumers tend to recall the visual portions of advertisements better than the verbal portions.

pioneer advertising

Pioneer advertising focuses on stimulating demand for a product category, rather than a specific brand, by informing potential customers about the product's features, uses, and benefits.

product advertising

Product advertising promotes that uses, features, and benefits of products. There are two types of product advertising: pioneer and competitive.

advertising appropriation

The advertising appropriation is the total amount of money a marketer allocates for advertising for a specific time period. Many factors affect this decision like a geographic size of the market and the distribution of buyers within the market.

layout

The layout of an advertisement is the physical arrangement of the illustration and the copy. These elements can be arranged in many ways and the final layout is often the result of several stages of layout preparation.

storyboard

A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial.

captioned photograph

A caption photograph is a photograph with a brief description explaining its contents. Caption photographs are effective for illustrating new or improved products with highly visible features.

cost comparison indicator

A common metric which lets an advertiser compare the costs of several vehicles within a specific a medium, such as two magazines, in relation to the number of people each vehicle rages. The cost per thousand impressions or CPM is the cost comparison indicator for magazine; it shows the cost of exposing 1000 people to one advertisement.

news release

The most common publicity based public relations tool, sometimes called a press release, which is usually a single page of type written copy containing fewer than 300 words and describing a company event or product. Companies sometimes use news releases when introducing new products or making significant announcements.

target audience

The target audience is the group of people at whom advertisements are aimed. Identifying in analyzing the target audience are critical processes; the information yield it helps determine other steps in developing the campaign.

regional issues

Where advertisements and editorial content of copies appearing in one geographic area differ from those appearing in other areas. For instance AAA publishing that work publishes 23 different regional magazine titles. A company advertising with AAA publishing may decide to use one message in the new England edition and another in the California edition.

objective-and-task approach

With this approach, marketers determine the objectives a campaign is to achieve and then attempt to list the tasks required to accomplish them. The cost of the tasks are calculated and then added to arrive at the total appropriation. This approach has one main problem: marketer sometimes have trouble accurately estimating the level of effort needed to attain certain objectives. A coffee marketer, for example, may find it difficult to determine how much of an increase in national television advertising is needed to raise a brands market share from 8 to 10%.

feature article

A feature article is a manuscript of up to 3000 words prepared for a specific publication.

arbitrary approach

A high-level executive in the firm states how much to spend on advertising for a certain period. This approach often leads to understanding or overspending. Though it is not exact, it is quick. It is usually inefficient.

media plan

A media plan sets forth the exact media vehicles to be used, like specific magazines, television stations, social media, newspapers, and so on, and the dates and times the advertisements will appear. Reach prefers to the percentage of consumers in the target audience actually exposed to a particular advertisement. Frequency is the number of times these targeting consumers are exposed to the advertisement.

press conference

A meeting called to announce major news events. Media personnel are invited to a press conference and are usually supplied with various written materials and photographs.

unaided recall test

A post test in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues.

recognition test

A post test in which respondents are shown the actual ad and I asked if they recognize it. If they do, the interviewer asks additional questions to determine how much of the advertisement each respondent read. When recall is evaluated, respondents are not shown the actual advertisement but instead I asked about what they have seen or heard recently.

aided recall test

A post test that asks respondents to identify reason ads and provides clues to jog their memories.

advertising

Advertising is a paid form of nonpersonal communication that is transmitted to a target audience through mass media, such as television, radio, the Internet, newspapers, magazines, direct mail, outdoor displays, and signs on mass transit vehicles. Advertising have a profound impact on how consumers view certain products.

advocacy advertising

Advocacy advertising is when a company promotes its position on a public issue like a tax increase, sustainability, regulations, or international trade coalitions. Advocacy advertising maybe used to promote socially approved behavior, such as recycling or moderation in consuming alcoholic beverages. This type of advertising not only has social benefits but also helps build an organization's image.

percent-of-sales approach

In this more widely used approach, marketers simply multiply the firms past sales, plus a factor for planned sales growth or decline, buy a standard percentage based on both what the firm traditionally spend on advertising and the industry average. The problem with this approach is that it is based on the incorrect assumption that Sales create advertising rather then the reverse. A marketer are using this approach during declining sales will reduce the amount spent on advertising, even though that will further diminish sales.

institutional advertising

Institutional advertising promotes organizational images, ideas, and political issues. It can be used to create or maintain an organizational image. Institutional advertisements may deal with broad image issues, such as organizational strengths or the friendliness of employees. Institutional advertising can also create a more favorable view of the organization in the eyes of non-customer groups, such as shareholders, consumer advocacy groups, potential shareholders, or the general public.

public relations

Public relations is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders. An organization communicates with various stakeholders, both internal and external, and public relations efforts can be directed toward any and all of them. How an organization uses public relations in a crisis often determines how quickly it will recover.

publicity

Publicity is communication in news-story form about the organization, its products, or both, transmitted through a mass medium at no charge. For instants, each time Apple CEO Tim Cook announces that the company will introduce a new model of the iPhone or iPad, the story is covered in newspapers and television throughout the world for months afterward.

reinforcement advertising

Reinforcement advertising ushers current users that they have me the right brand choice and tells them how to get the most satisfaction from that brand. For example, if a box of baking soda is put into the fridge to reduce odors, then advertising reminds consumers to change out the baking soda on a periodic basis.

reminder advertising

Reminder advertising tells customers that an established brand is still around and still offers certain characteristics, uses, and advantages. Clorox, for example, this reminds customers about the many advantages of its bleach products, such as their ability to kill germs, whiten clothes, and remove stains.