ADV 205 exam 2

Categorize of magazine

- Content consumer magazines: entertainment, information... farm publication business magazines - Geography local city magazine ex: New York Regional publications: targeted to a specific area of the country National magazines - Size Large, flat, standard, small or pocket

Advertising pyramid

awareness, comprehension, conviction, desire, action - time, dollars, and people

Marketing research

companies develop procedures for gathering, recording, and analyzing new information. 1. help identify consumer needs and market segments. 2. provides the information necessary for developing new products and devising marketing strategies. 3. it enables managers to assess the effectiveness of marketing programs and promotional activities.

Designated market are as (DMAs)

for geographic areas in which the local TV stations attract the most viewing.

Marketing objectives

review of the company's current situation, management's prediction of future trends, and the hierarchy of company objectives. Corporate objectives are stated in terms of profit or return on investment. General need-satisfying objectives and specific sales-target objectives - enable the firms to view its business broadly. - see through customer's eyes ( think about customer needs first and then identify the products that meet those needs. Sales-target objectives: total sales volume

Research process steps

sample Universe: entire population Probability samples: random samples Non-probability samples: convenience samples. cannot be considered representative of a universe

Tactics

specific short-term actions to be taken.

SWOT analysis

strengths, weakness, (internal) opportunities, and threats. (external) factors.

Radio Terminology

- Dayparts: morning drive, daytime, afternoon, nighttime, all night run-of-station (ROS) Total audience plan (TAP) - Average quarter-hour audience (AQH persons): identified average number of people listening to a specific station for at least 5 minutes AQH persons/population *100 = AQH rating - Average quarter-hour share AQH share= AQH persons of a station/ AQH persons of all stations - Gross impressions = AQH persons * Number of spots - Gross rating points = Gross impressions/population * 100 =AQH rating*number of spots= GRPs - Cume persons: total number of different people who listen to a radio station for at least five minutes in a quarter-hour

Types of newspaper advertising

- Display advertising: copy, illustrations or photos, headlines, coupons, and other visual components Reading notice (advertorials) Cooperative advertising - Classified Advertising: community marketplace for goods, services, and opportunities - Public notices - Preprinted inserts

Creative role

- Explorer: searches for new information, paying attention to unusual patterns Brainstorming - Artist: experiments and plays with a variety of approaches, looking for an original idea. Task 1: develop the big idea ( visualization): review info they gathered: Strategy describes the direction the message should take. Bid idea gives it life. : adapt: change contexts : imagine: ask what if. : reverse: look at it backward : connect: join two unrelated ideas together : compare: take on idea and use it to describe another : eliminate : parody: fool around Task2: Implement the Big idea art direction refers to the at or process of managing the visual presentation of ad. Art refers to the whole presentation- visual and verbal. - selection of words. typeface, format elements - Judge: evaluates the results of experimentation and decides which is most practical - Warrior: overcomes excuses, idea killers, setback, and obstacles to bring a creative concept to realization 1. strategic precision 2. savvy psychology: the presentation should be receiver-driven, meet client's needs 3. polished presentation: presentation must be prepared and rehearsed 4. structural persuasion: well structured. opening is crucial 5. solve the problem: solve the client's problem

Newspapers categorized

- Frequency of delivery daily newspaper weekly newspapers - Physical size Standard-size newspaper: 22 inches deep 13 inches wide Tabloid newspaper: 14 in deep 11 in wide standard advertising unit (SAU), standardized the newspaper column width, page size, and ad sizes Type of audience

Creative roles

- Helps advertising inform: makes ad more vivid. Use plays on words and verbal or visual metaphors. - Helps Advertising persuade: creative use of nonverbal message elements ( colors, layout, and illustration) - Helps Advertising remind: creativity can transform boring reminders into interesting, entertaining ad. - Puts the "Boom" in advertising: good punchline

Types of TV advertising

- Network advertising: ABC, CBS, NBC. it offers large advertises convenience and efficiency. Sponsorship, participation - Spot announcements: runs in clusters between programs. can be concentrated in specific regions of the country. - Syndication: sale of programs on a station-by-station, a producer deals directly with stations, through a distribution company, rather than going through the networks. off-network: former popular networks programs are sold to individual station for reruns ex Big Bang Theory first-run: original shows barter: involves off-network or first-run programs offered by producers to local stations free, but with some ad space.

Types of radio advertising

- Networks: national and regional advertisers with simple administration and low cost - spot radio: affords national advertisers great flexibility in their choice of markets - Local radio: either live or taped

Budgeting methods for advertising

- Percentage-of-sales Method: based on a percentage of last year's sales, anticipated sales for next year, or a combination of the two. simplest - Share-of-market/share-of-voice method: link advertising dollars with sales objectives. Keep its share of advertising comparable to its market share. ex: 8 percent share = spend 8 percent of advertising dollars. (common use for new product introductions.) - objective/ task method ( budget-buildup method) use for national advertisers: it considers advertising to be a marketing tool to help generate sales. Steps: defining objectives, determining strategy, and estimating cost. It forces companies to think in terms of accomplishing goals.

Horizontal/vertical magazines

- Vertical publication: covers a specific industry in all its aspects - Horizontal publication: deal with a particular job function across a variety of industries

Creative pyramid

- a model that can guide the creative team as it converts the advertising strategy and the big idea into the actual physical ad or commercial. 1. attention- get attention 2. interest- stimulate interest 3. credibility : 4. desire 5. action: motivate people to do something

Great advertising is?

- audience resonance: it moves people and makes the message unforgettable Negatively originated motives-informational: problem removal Positively originated -transformational: seek pleasant experiences - strategic relevance: While the text and the visual carry the ad message, behind the creative team's choice of tone, words, and ideas lies an advertising strategy. strategy is at the root of all great creative work.

Creative team

- copywriter: develops verbal message, work with art director - art director: responsible for nonverbal aspect of the message, the design- look and feel of the ad - creative director: responsible for creative products-the form the final ad takes. All of them all referred to as creatives.

Brainstorming

- explorers. A process in which two or more people team up to generate new ideas. Sudden inspiration. No idea is wrong, ideas are written down. Free association

Fact-Based vs value-based

- fact-based: tend to fragment concepts into components and to analyze situations to discover the one best solution. Prefer to have hard data. - value-based: make decisions based on intuition, values, and moral codes. They are able to embrace change, conflict, and paradox.

Audience Measurement

TV households (TVHH): the number of households that own television sets. Household using TV (HUT): the percentage of homes in a given area that have one or more TV sets turned on at any particular time Program rating: percentage of TV households in an area that are tuned in to a specific program Rating= (TVHH tuned to a specific program)/Total TVHH in area HUT*share= rating Share= (TVHH tuned to a specific program)/ (HH with a TV turned on) Rating(HH)/HUT= share Rating/ share= HUT

IMC planning and levels of relationships

- integrated marketing communications (IMC) - process of building and reinforcing mutually profitable relationships. marketing plan. It enables better implementation, control, and continuity of advertising programs, and it ensures the most efficient allocation of IMC dollars. - synergy: An effect achieved when the sum of the parts is greater than that expected from simply adding together the individual components. inside-out view of IMC: give the audience a consistent message about the company. outside-in perspective of IMC: sees customers as parters in an ongoing relationship

Newspaper rate

- national rate is higher - flat rates - Discount rates open rate contract rate bulk discounts frequency discount earned rates: volume increase - Short rates: sign a contract but fails to fulfill the promise - Combination rates - Run of paper advertising rates preferred-position rate full position - Color advertising - Split runs

Principles of design and CRAP

- poster-style format -Ayer No. 1

Radio copy

- script resembles a two-column list Left side: speaker's names along with description of any sound effect and music Right side: contains the dialogue called audio

Product placement

- showcase their brands within tv programming rather than commercials link their products with popular characters avoid credibility issues Film product placement Commercials at service stations: showing ads on gas station

TV formats

- straight announcement: one person delivers the sales message. integrated commercial: it can be woven into a show or tailored to the style of a given program - presenter commercial: uses on person or character to present the product and carry the sales message (Brad Pitt for Calvin Klein) radio personality - Testimonial: a satisfied user tells how effective the product is. - Demonstration: convince an audience better and faster - Musical: jingles, - Slice of life(problem solution): - Lifesyle technique: - Animation: explain difficult message and reaching specialized markets such as children.

Slogans

- themelines, taglines successful headlines. - provide continuity to a series of ads and to reduce an advertising message strategy to a brief, repeatable, and memorable positioning statement

Creativity

- to originate, conceive a think or idea that did not exist before.

Formatting body copy

-lead in paragraph: a bridge between the headline and the sales ideas presented in the text. interest step - interior paragraph: develop credibility by providing proof for claims and promises. build desire. - trial close: interspersed in the interior paragraphs should be suggestions to act. make the buying decision early. - close: real action step. Asks consumers to do something and tells them how. indirect direct: seeks immediate response in the form of a purchase

Four sources of Brand Messages

1. Planned messages: advertising, sales, promotions, fundamental aspect of inside-out IMC - say messages 2. Product messages: messages from the product, price or distribution element. Also include packaging - do messages 3. service messages: employee interactions with customers. - do messages 4. unplanned messages: from employee gossip, unsought new stories.... It may affect customer's attitudes dramatically - confirm message

Research techniques

1. Situation analysis and problem definition. 2. secondary research. 3. construction of research objectives 4. primary research 5. interpretation and reporting of findings.

Advertising Research

A company needs to know how people perceive its products, what brand or company image would be most credible and what ads offer the greatest appeal. It uncovers the information needed for making advertising decisions. It is the systematic gathering and analysis of information to help develop or evaluate advertising strategies, individual ads, and entire campaigns.

How consumers use different types of media

Television networks: broadcast, cable, digital, and satelite

Advertising strategy

Advertising objective declares what the advertiser wants to achieve Advertising strategy consists of two substrategies - Creative strategy defines the target audience, restates the objective, specifies the key benefits, offer support for those benefits. - Media strategy: provides direction to the media planners. It defines the communication objectives that must be achieved and then describes how these will be accomplished through the use of media vehicles.

Media selection

Agencies subscribe to syndicated research services that monitor and publish information on the reach and effectiveness of media vehicles- radio, TV, newspapers.

Layout - and layout formats

an overall orderly arrangement of the elements of an ad - visuals, headline, subheads, body copy, slogan, seal, logo, and signature. - It helps agency and the client anticipate how the ad will look and feel - helps the creative team develop the ad's psychological elements: nonverbal and symbolic components. -serves as blueprint

Rough layout

artist draws to the actual size of the ad . Headlines and subheads suggest the final type style

Ways to buy TV time

Cost per rating point (CPP) = cost/rating Cost per thousand (CPM) = cost/thousands of people

Posttesting of ads

Enables marketers to evaluate a campaign after it runs. Useful guidelines for future advertising.

Creative concept research

Evaluates the target audience's acceptance of different creative ideas at the concept stage.

Situation Analysis

Factual statement of the organization's current situation and how it got there. - products and services, sales volume.

Message element selection

Find promising advertising messages by studying consumers' likes and dislikes.

Product concept

How consumers perceive their brands, what qualities lead to initial purchases and brand loyalty. Brand Asset valuator measures brands in terms of differentiation, relevance, esteem, and familiarity.

Situation analysis and problem definition

Many large firms have in-house research departments. Often the marketing department also maintains a marketing information system (MIS). Generate a continuous, orderly flow of information for use in making marketing decision.

quantitative data

Observation method: monitor people's actions Universal Product Code (UPC) Experiment method: scientific investigation. test group control group. Survey

dummy

Presents the handheld look and feel of brochures, multipage materials, or point-of-purchase displays.

secondary research

Primary data: information an agency collects or hires a research to collect. expensive and time-consuming Secondary data: information previously collected or published. does not always focus on the specific issue an agency might hope to learn more about. Ex: Company records. Internal data: product shipment figure, billings, sales expenses External Data: trade publications, computerized databases.

Qualitative

Primary research: customized or tailored to the marketer's specific objectives. Qualitative: research that uses in-depth studies of small, non-random samples to explore the behavior, perceptions, needs and motivations of a target audience - Projective techniques: understand people's underlying feelings, attitudes.... - Intensive techniques: in-depth interviews (IDI), focus group - Ethnographic research: uncover trends that will determine the direction of future technological development.

Pros and cons of broadcast

Pros: mass coverage relatively low cost selectivity impact prestige Cons: high production cost hight airtime cost limited selectivity brevity clutter

Pros and Cons of Magazine Advertising

Pros: flexible design options, prestige, authority, believability, and long shelf life. Cons: expensive, difficult to reach a large audience quickly.

consumer insight

Putting the consumer at the center ad design, account planning focuses the creative process on nurturing a relationship between consumer and brand.

Seals, Logos, Signatures

Seal is awarded only when a product meets standards established by a particular organization Logotypes and signatures are special designs of the advertiser's company or product name. like trademarks

Message strategy

Simple description and explanation of an ad campaign's overall creative approach - verbal : message - nonverbal: graphic - technical : preferred execution approach and mechanical outcome, mandatories- specific requirements for every ad,

Top down Planning

Situation analysis, marketing objectives, marketing strategy, marketing tactics.

body copy/text

The body copy comprises the interest, credibility, desire, and often even the action steps. It covers the features, benefits, and utility of the product or service. focus on one big idea. Body Copy Styles - straight-sell copy: writers immediately explain or develop the headline and visual in a straightforward, factual presentation. (high-tech products) - institutional copy: promote a philosophy or extol the merits of an organization rather than product features. (banks, insurance, companies) - narrative copy: to tell a story. emotional appeals - dialogue/monologue copy: add the believability that narrative copy sometimes lacks. - picture-caption copy: tell a story with illustrations Device copy: uses figures of speech and humor and exaggeration.

Account planner

The individual at an advertising agency primarily responsible for account planning. Represent the consumer in this process. Work side-by-side with account managers. Account planner also brings a research perspective and represents the consumer. Whereas, account manager brings more of a business perspective and represents the client. Jon Steel: " They need to be able to take information of all sorts, shuffle it around, and rearrange it in new patterns until something interesting emerges."

Pretesting of ads

Uncover and diagnose possible communication problems before a campaign begins. Pretest all ad copy for communication gaps in message content before recommending it to clients.

Advertising strategy research

Used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles. It is comprised of the creative strategy and the media strategy.Understand product concept, target audience, media alternatives and message elements.

Bleed

When the dark or colored background of the ad extends to the edge of the page. It was charged 10 to 15 percent more. It offers greater flexibility in expressing the ad idea.

Are you creative?

Writing the creative strategy - basic problem ad must address - advertising objective: higher-quality offerings and more attractive shopping environment - target audience: Age25-49 - key benefits to communicate - support of benefits - brand's personality - special requirements Simple creative strategy 1. An objective statement 2. A support statement 3. A tone or brand character statement .

Thumbnail sketches

a very small, rough, rapidly produced drawing that the artist uses to visualize layout approaches without wasting time on details.

subheads

an additional smaller headline that may appear above (kickers) or below the headline (underlines), may also appear in body copy. - boldface or italic type or a different color. Most people read only the headline and subheads, it usually best support the interest step.

Headlines / copy

contains the words in the leading position in ad- the words that will be read first - it attracts attention, engage the audience, explain the visual, lead the audience into the body of the ad. - easy to grasp - present product news Types of headlines - benefit headlines: to promise the audience that experiencing the utility of the product or service will be rewarding. - News/information headline: announces news or promises information - provocative headlines: provoke the reader's curiosity - Question headline: asks a question, encouraging readers to search for the answer in the body of the ad - command headline: orders the reader to do something

Magazine dates and rates

cover date: date printed on the cover on-sale date: date the magazine is actually issed closing date: date all ad material must be in the publisher's hands for a specific issue. Rates: cost per thousand (CPM) = page rate/(circulation/1000) Discounts - frequency discounts: based on the number of ad insertions, - volume discounts: total amount of space bought during a specific period Premium rates - charge extra for special features color printing cost 25 to 60 percent more Bleed pages can add as much as 20 percent Geographic edition demographic edition

Special Possibilities with Magazines

cover position junior unit: a large ad placed in the middle of a page and surrounded with editorial matter Island halves: surrounded by even more editorial matter. it dominates the page. Insert: advertisers prints the ad on high-quality paper stock to add weight and drama to the message Gatefold: is an insert whose paper is so wide that the extreme left and right sides have to be folded into the center to match the size of the other pages.

Marketing Strategy

define and select the target market positioning the product: place a brand occupies competitively in the minds of consumers. 1. product attribute 2. price/quality 3. Use/application 4. product class 5. product user: particular group who uses the product 6. product competitor 7. cultural symbol: recognized symbol or icon ex. Starbucks, Apple 8. category Determining the marketing mix: product( energizing drink), price (free samples...), distribution(promotions that enable grocers and resellers to increase volume and profits) , and communications (TV)

target audience

develop a rich profile of the brand's target markets and audiences. Least waste.

comprehensive layout or comp

highly refined facsimile of the finished ad.

Design

how the art director chooses and structures the artistic elements of an ad. Sufficient white space gives an ad unity and balance

Pros and cons of different newspaper advertising

pros: unique, flexible medium , local business geographic targeting. Timeliness, appear quickly Cons: lack of selectivity, poor production quality, and clutter

Circulation

rate base, guaranteed circulation circulation audit - Primary circulation: the number of people who buy the publication or subscription - Secondary readership: an estimate determined by market research of how many people read a single issue of a publication Paid-circulation: the recipient must pay the subscription price to receive the magazine Controlled circulation: the publish mails the magazine free to individuals who the publisher think can influence the purchase of advertised products. Merchandise services: add value - special promotions

Validity

results must be free of bias and reflect the true of the market

reliability

it must be repeatable- it must product approximately the same result each time it is administered.

bottom up planning

marketing tactics- marketing strategy- marketing results. - develop a competitive advantage is to focus on an ingenious tactic first and then develop that tactics into a strategy. - By planning from bottom up, he can find unique tactics to exploits but just one tactic a time.

Programming formats

when buying radio time, advertisers usually buy the station's format not the programs Formats: contemporary hit radio, easy listening, news/talk