Chapter 18

What is a media plan?

-Sets forth the exact media vehicles to be used and the dates and times the advertisements will appear -Reach: The percentage of consumers in the target audience exposed to particular advertisements in a stated period -Frequency: The number of times these targeted consumers are exposed to the advertisements

How can firms deal with unfavorable PR?

-Take preventative measures to reduce misconduct -Have a plan in place to deal with negative PR -Be forthright with the problem -Take prompt action

What is an advertising platform?

-The basic issues or selling points an advertiser wishes to be included in the advertising campaign -Should consist of issues important to consumers

What is a target audience and how do marketers analyze it?

-The group of people at whom advertisements are aimed -Advertisers must research the target audience -Location and geographic distribution of target group -Distribution of age, income, race, sex and education -Consumer attitudes regarding the purchase and use of the advertiser's products and competing products

What is public relations (PR)?

-A broad set of communication efforts used to create and maintain favorable relations between an organization and its stakeholders -Focuses on enhancing the public image of the total organization

Aided Recall (Step 4)

-Asks subjects to identify recently-seen ads and provides clues to jog their memories -Individuals are more likely to buy a product if they can remember the advertisement

Unaided Recall (Step 3)

-Asks subjects to identify recently-seen ads, but does not provide any clues

what are the elements of copy?

-Copy usually includes "headline, subheadline, body copy, and signature" -The "headline" is important as the only part of the copy people usually read -The "subheadline" links the headline to the body copy -"Body copy" is the main text Storyboard: A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial

What is an advertising campaign?

-Designing a series of advertisements and placing them in various media to reach a certain audience -There are "eight basic steps" to developing an advertising campaign

Posttest (Step 1)

-Evaluation of advertising effectiveness after the campaign -Advertising objectives often determine which posttest is appropriate

Recognition Test (Step 2)

-Individual respondents are shown the advertisement and asked whether they recognize it

Institutional Advertising

-Promotes organizational images, ideas, and political issues -May be used to create a more favorable image of the organization

What are the steps of evaluating advertising effectiveness and how does each work?

1. Posttest: 2. Recognition Test: 3. Unaided Recall: 4. Aided Recall

What is advertising?

A "paid" form of "nonpersonal communication" that is "transmitted" to a target audience "through mass media"

Advocacy Advertising

A type of institutional advertising that promotes a company's position on a public issue

PR Audit (Evaluating Public Relations Effectiveness)

Assesses an organization's public image

Reinforcement Advertising (Forms of Competitive Advertising)

Assures current users that they have made the right choice and shows how to get the most satisfaction from the brand

Competitive Advertising

Attempts to stimulate demand for a specific brand by indicating a brand's features, uses and advantages relative to competing brands

What are the key factors in determining advertising messages?

Basic content and form of advertising messages are a function of several factors: -Product's features, uses and benefits -Target audience characteristics -Campaign objectives and advertising platform -Choice of media Regional Issues: Advertisements and editorial content in these publications are region-specific

Arbitrary Approach (Determining the Advertising Appropriation)

Budget specified by high-level executive in the firm; can lead to under- or overspending

What are examples of PR tools?

Companies use many public relations tools to convey messages and create images -Written material (brochures, newsletters, magazines) -Digital material (websites, social networking sites) -Speeches -Event sponsorship

Comparative Advertising (Forms of Competitive Advertising)

Compares the sponsor brand with other brand(s) on the basis of one or more product characteristics Marketers must be careful not to misrepresent the characteristics of competing brands

Objective-and-Task Approach (Determining the Advertising Appropriation)

Determining campaign objectives and then attempting to list the tasks required to accomplish them

Pioneer Advertising

Focuses on stimulating demand for a product category by informing potential buyers about the product

Environmental Monitoring (Evaluating Public Relations Effectiveness)

Identifies changes in public opinion

Percent-of-Sales Approach (Determining the Advertising Appropriation)

Marketers multiply the firm's past (plus a factor for growth or decline) by a standard percentage that the industry typically spends on advertising

Communications Audit (Evaluating Public Relations Effectiveness)

May include a content analysis of messages, a readability study, or a readership survey

Social Audit (Evaluating Public Relations Effectiveness)

Measures the extent to which stakeholders view an organization as responsible

What are the objectives of an advertising campaign?

Objectives should be: -Stated clearly -Precise -In measurable terms Objectives in advertising are stated in terms of: -Sales -Communication

Product Advertising

Promotes the uses, features and benefits of products

Reminder Advertising (Forms of Competitive Advertising)

Reminds customers that an established brand is still around and still offers certain characteristics and benefits

advertising appropriation.

The total amount of money a marketer allocates for advertising during a period of time

What is copy?

The written or verbal portion of advertisements Body copy guidelines: -Identify a specific desire/problem -Shouldn't overpower graphic of ad -Recommend product -State product benefits -Substantiate claims -Ask for buyer action

What are the 3 types of media schedules?

Three basic types of media schedules: 1. Continuous: Ads run at a constant level 2. Flighting: Ads run periodically, alternating with periods when no ads run 3. Pulsing: Combining continuous and flightin

Competition-Matching Approach (Determining the Advertising Appropriation)

Trying to match competitors' advertising appropriations