ADV 318J Exam 4, 318J Dudo Final (ppts & some bk terms)
PR brings up idea of
"buzz building" *more ab corporate communication
A huge component of PR is about....
"managing the many varied perspectives and opinions" that surround a brand/org, it's about understanding these perspectives, finding common ground, and "designing strategic communication that's derived from the common ground"
1,000 to 5,000
# of ads the average consumer encounters each day
Ted Talk- School Kills Creativity
*add notes*
Crowdsourcing product innovation benefits/risks
+ : listening, engaged, trust, satisfaction, investment, wom - : no control, bashing, legal
Crowdsourcing ad campaign benefits/risks
+: new/cheap/unconventional ideas, new talent, empowers new - : exploits labor, prices down, erodes connections with agencies, lose sight of brand image, inconsistency
airport ads
- Dioramas - Cylinder showcases - SkyScreens - Baggage cart sponsorships
Structure of ADV and IBP Industry [A A E M A]
1) A-advertisers ( manufacturers/service firms, retailers/wholesalers, government, social orgs) 2) A- agencies (ad/promotion agencies) 3) E- External Faciliators (ad research/production/consultants/software firms) 4) M- media (broadcast, print, internet portals, interactive, support, conglomerate) 5) A- audience
PR is communication efforts that attempt to [FAB]
1) Foster goodwill btwn a firm and its many constituent groups 2) that help an organization and its public mutually Adapt to each other 3) a strategic communication that Builds mutually beneficial relationships btwn organization and their publics
Influencer Marketing and it's theory 2 step flow of communication
1) Organization- message is created 2) Opinion leaders-message is looked at 3) Public opinion- communicate message to media, opinion comes from the leaders
ADV is result of what factors? [C I M M]
1) capitalist economic systems 2) industrial revolution 3) modern branding 4) modern mass media
5 Trends of IBP Industry [ CC, MO, M, C, MM]
1) consumer control 2) media ownership 3) more media options 4) Crowdsourcing 5) Mobile Mkt
Professional Influencer Mkt. brands target _________ with hopes of making them ______.
1) experts *can influence product choices in area 2) advocates
Thorson and Moore's Strategic Planning Triangle
1) identify and profile target segments 2) consolidate the value proposition for the brand 3) select a mix of persuasion tools
Examples of Crisis in 1) Industry 2) Product 3) People
1) nuclear 2) tylenol recall 3) Tiger Woods
The Marketing Mix [4 P's]
1) product 2) place 3) price 4) Promotion
Objectives of Sales Promo: [TRLNCC]
1) stimulate trial use 2) stimulate repeat purchases 3) stimulate larger purchases 4) introduce a new brand 5) combat competition 6) contribute to IBP
Economic effects of adv (narrow to broad) [4 effects]
1) value 2) prices 3) competition 4) gross domestic product
2 Main Questions when it comes to PR and public opinion:
1) which publics are most important now & in future? 2) what do these people think?
Trends in Media Planning [MM G CE]
1. More Media 2. Globalization 3. Consumer Empowerment
PR and Internet Challenges (4 main ones)
1. less control 2. employees are spokespeople 3. gossip and rumors spread 4. dissatisfied customers have power *a brand will pay to monitor
basic model of communication (3 steps)
1. production (determine what is going in message) 2. negotiation (ppl see and interpret for themselves) 3. reception (receive message & decide what it means)
Eras of Advertising (timeline)
1800s- Industrialization 1875- PT Barnum 1918- 1920s 1929- Depression 1940>50s WW2 & 50s 1960- Creative Revolution 1970s 1980- Designer Era 1993- E-Revolution 2000- Consumer Empowerment
PT Barnum Era
1875 to 1918 consumer culture born babies being born characteristics: hyperbole, lots of copy, no real world context, no color
Creative Revolution
1960 to 1972 cultural revolution changes adv Characteristics: minimalistic, cleaner, self-aware, ironic, daring, more transparent
IMC
1990s and 2000s practice of using direct mkting tools to send a consistent, persuasive message to target audience emphasis on communication
E-Revolution
1993-2000 becomes clear that INT is changing, adv want results and ROI characteristics: can talk to each other, can talk ab the brand, can generate content
Type of Advertising Agency In house
ADV and IBP done from w/i a company
Maslow's Hierarchy of Needs
ADV creates needs
greenwashing
Advertising and marketing that misleads consumers about a product's environmental benefits.
50% ot 400
Americans say adv is out of control
Advertising Agency
An organization of professionals who provide creative and business services to clients related to planning, preparing, and placing advertisements.
Psychological Process [ A C A R BL]
Attention (ad clutter) Comprehension ( cognitive consistency) Acceptance Retention (psychological reactance) Brand Loyalty
Example of Price off Deals
Black Friday
Objectives of Corporate Marketing: [BBCPP]
Build image Boost employee morale/attract new employees Communicate org's views Position against competition Play role in IBP
Involvement Level via Motivation & Ability Central- Peripheral-
Central- cog processing= enduring activites Peripheral- cues = short-term attitude shifts
Clients, Creative, Agency
Clients- big ideas, risk adverse, tension with creative Creative- big ideas, only cares about self Agency- account executives meld objectives with creative
Media Planning Media Selection [ C E]
Competition- share of voice Efficiency- challenge, reach, frequency, gross impressions
"Not Business as Usual" movie
Consumers are expecting brands where basic human rights are being met, great entrepreneurs find a way to stitch money and social impact together, what's good for society is actually good for business George Lois- not a good role model
.... determines what ads are seen as acceptable or offensive.
Context (changes based on time & place)
Consumer Market-Sales Techniques: [CPPCSGRF]
Coupons Price-off deals premiums and advertising specials contests and sweepstakes sampling/trial offers gift cards rebates frequency programs
Three Basic Areas of Research [ D M R]
Development Messages Results
ADV means .... things to .... people
Different, Different
Types of Promotion Agencies [ D S E D PR]
Direct marketing Sales promotion event planning design public relations
Social Aspects of ADV (6) [ E I A C P]
Educates consumers Improves standard of living Affects happiness Reinforces stereotypes Class or Crass? Pulls String of Mass Media
EX of PR and Internet Challenge
FB employee leaks memo *consumer-generated anti-brand I h8 McDonalds
T/F If assembled brilliantly, an IBP campaign can effectively convey the brand's message to anyone who comes in contact with it.
False
Types of Advertising Agencies [ F C D I M]
Full service Creative boutiques Digital/interactive In house Media Specialists
" Art and Copy" video
George Lois- sycks Icons in teams are better adv was like an "old boys club" Bernbach put creative and copywriter in same room * add to notes*
4 Modes of Decision Making
Hobbies Risk Meaning Value
PR traits (there are ten, but 3 IMP ones)
IMP: Good listener enjoy uncertainty life-long learner the rest: gifted, patient & benevolent, energetic and dedicate, can think on demand, prescient, conflict mediator, don't need constant praise
Media Planning Media Objectives [ ITA GS T&C L]
Identify Target Audience- similarities, data, MRI NIELSON Geographic Scope- geo-targeting Time and Continuity- continuous (always on), pulsing (on then off), flighting (on hard, on soft) Length- creative requirement, budget, competition
IBP Plan fundamental components [ I SA O B S E E]
Introduction- summary, overview Situation Analysis- client & agency, critical factors Objectives- quantitative benchmarks, measurement methods, criteria, time-frame Budgeting- methods, amount, justification Strategy- concise, explain Execution- copy strategy, media plan, IBP tactics Evaluation- criteria, methods, consequences & contingencies
Relationship btwn MKT and IBP
MKT: 4 P's: price, promotion, place, product IBP: specifies strategy to be effective * must be consistent
Advertiser types [ M T G S]
Manufacter&Service- makes products and services Trade resellers- buy and resell Gov- $2 bill annually Social Org- supports causes & ideas
Trend 2: Media ownership
Media owned by fewer companies
Types of PR [Morgan Freeman Enjoys Cupcakes & Pies]
Media relations Employee relations Financial relations Corporate relations Public affairs
MAAMS [ EC IM CS B]
Multi-attribute attitude model Evaluative criteria Importance weights Consideration set Beliefs provides.... brand over compe., comprehensive understanding of mkt
Decision Process [N I P U]
Need recognition (emotional v functional) Info search and evaluation (internal v. external, evoked set, top of mind, comparison and criteria) Purchase post-purchase Use and evaluation (customer satisfaction, minimize buyer's remorse)
The web is revolutionizing...
PR
Influencer marketing emphasizes...
PR *focus is on individuals and groups
What works between Brand and the Public?
PR makes sure communication flows from brand to the consumer
Influencer Marketing types: [PI, PP, BM,CM]
Professional influencer peer to peer buzz & marketing corporate marketing
Creative Strategy objectives [ PBR KA P AA F A BI SM SD T]
Promote Brand Recall Key Attributes Persuade Affective Association action via Fear action via Anxiety define Brand Image brand Social meaning Social Disruption Transform
Objectives of PR [PeterGives People ICees (be)Cause (he) Loves Giving]
Promote Goodwill Promote Product Internal Communication Counteract Publicity Lobby Give Advice
Below the line promotion
Promotion that is not a directly paid-for means of communication but based on short-term incentives to purchase unmeasured
Who is the audience? [Peter Enjoys Consuming Layered Sweet Cake (with his) Mom]
Public, Employees, Consumers, Lay people, Shareholders, Community Groups, Media
Old Media ADV was ....
Pushed at potential consumers
Media Planning> Media Selection: Efficiency- formulas for Reach, Frequency, Gross Impressions
Reach: # of different people/ households exposed Frequency: # of times people see/ households exposed Gross impression: Sum of CPM
ADV meaning for.. Small Business CEO Artist Website Manager Sociologist
SB- gets ppl through door CEO- builds brand awareness and loyalty Artist-creative expression Website manager- drives people to their site Sociologist- cultural artifact
Creative Strategy objectives: Social Disruption Transform
SD- brand "gets it" T- transformational ads
STP Marketing: foundation 3 parts [ S T P]
Segmenting- break down diverse mkts into segments Targeting- choosing specific segments Positioning- emphasizing theme
IBP Plan
Specifies the strategy to implement an effective promotional campaign
Brand attitude
Summary evaluations that reflect how consumers think or/and feel about brands
The "twin masters"
The merging of creativity and strategy -ADV/IBP is "an art and a disciplined solution to a communications problem" -A creative idea is both original and right for the brand/product/target/audience
Share of Voice (SOV)
The ratio of a brand's advertising expenditures to total category advertising expenditures brand expenditures / total category expenditures
Above the line promotion
Traditional measured media advertising: any message broadcast to the public through conventional means such as television, the Internet, radio, and magazines. measured
T/F The traditional model of agency compensation is being challenged
True
T/F IBP research can help design more effective IBP efforts
True
Segmentation methods [ U D G G P B]
Usage patterns and commitments levels (heavy users, non users, brand loyal, switchers, emergent) Demographics- age, gender, race, material, SES, occupation Geography- country, region, state, city, neighborhood, geo-demographics Psychographics- activities, interests, opinions Benefits- what it gives
Advertisers must be prepared to work with agencies by understanding... [ V C O A L M]
Value- key vlaues Competition- mkt position Objectives- short/long term goals Audience- target Logistics- how to get product to audience Marketing- how fits into bigger picture
Why does advertising need creativity? [ V F C]
Visible - Creativity helps brand messages break through the clutter - if an ad isn't visible, it isn't memorable. Fresh - Creativity helps brands stay current, fresh, and top-of-mind. Connect - Creativity helps brands connect with consumers in meaningful, memorable ways.
Influencer MKT is a combination of...
Word-of-Mouth: 2+ consumer share an opinion directly Buzz-event that yields to excitement with brand...leads to publicity Viral- brand message that spreads quickly and exponentially among consumers (digitally)
Audience
a group of individuals who receive and interpret messages sent from companies and organizations
media impressions (from the book)
a product or brand is exposed to potential consumers by direct average, effectivness is judged by commercials
Target audience
a specific group of individuals singled out by a company or organization to receive brand messages
IBP Professions types [ A M C C E G P SM WD]
account planner media buyer creative director copywriter event planner graphic designer PR specialist social media expert web developer
"The Persuaders" Front Line Episode
ads are everything now, ads must break clutter Love marks *add to card*
cinema advertising (from the book)
ads that run in movie theaters *63% of ppl don't care
Creative Strategy objective: Action via Fear/ Action via Anxiety ads methods are...
ads where products will alleviate stress or fear or seem to methods: fear/anxiety ads
Consumers like pop advertising bc it places....
adv, brand, and consumers together at same place at same time
off-invoice allowance (from the book)
advertisers allow wholesalers and retailers to deduct a set amount from invoice they receive to merchandise
Tools of IBP
advertising sales promotion P-o-P billboards PR social networks event sponsorship product placement
To be successful in adv... you must understand that
advertising mirrors contemporary society
to create ads that resonate...they must
align with your products and consumer needs
The Big Pie
all the $ used to promote a brand
Consumer behavior
all things related to how humans operate as consumers complex/varied successful IBP
sponsor spillover (from the book)
an earlier sponsor may still get credit for being in the consumer's memory-even when a new brand is the sponsor
Advertising can be a persuasive message about an ......; it's not only just about projects
an idea
Advertising campaign
an integrated, coordinated series of ads and promotions that communicate a central theme or idea EX: Got Milk?
Promotion Agency
an organization of professionals who provide creative and business services to clients in preparing, planning, and placing IBP tactics
sponsorship activation (from the book)
any collateral comm or activity reinforcing same as leveraging
sponsorship articulation (from the book)
any collateral communication or activity reinforcing the link between a brand and an event
leveraging (from the book)
any collateral communication reinforcing the link between a brand and event
Advertisers "clients"
anyone using ADV/IBP to communicate about their brand
Consumer Behavior: psychological perspective
approaches consumer as systematic decision makers who process info (attitudes, memories, decision rules, cog. ability)
Consumer behavior: sociocultural perspective
approaches consumers as social beings whose behavior is directed by social forces SES, social class, living conditions, cultural nroms
Creative Strategy objective: Key Attributes Brand methods: [ U P]
associate key values, more mental effort methods: USP Price
Level of effects in an effective ad
awareness knowledge persuasion behavior
Salient beliefs
beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude
Trudy Hardy Quote
believe in BE and storytelling something that breaks clutter powerful to recall
Class of Traditional Support Media: [BTCD]
billboards transit and aerial advertising cinema advertising directory advertising
Campus Brand ambassadors
brand compensating and incentivizing that brand on campus -peer2peer marketing ex: American Eagle about novelty, creativity, and credibility
Types of PR: description Corporate relations
brand image and reputation
advertiser's want (three things)
brand loyalty conversion brand ambassadors
New tactics of New Media include.... (4 things)
branded entertainment internet influencer mkt mobile mkt
Objectives of PR: description Lobby
brands deal with government
External Facilitator type Production
broadcast, camera, lighting, songwriting, facilities, etc.
Primary Goal of PR [Bacon, Lettuce, Potato, Tomato]
build and maintain connections with public launch and establish brands persuade consumers to purchase to do anything to appease user of brand
Objectives of PR: description Promote Goodwill
build image through events, videos, etc.
ADV (basic) -differences from sales promo
builds brand image intangible value long term brand loyalty difficult to measure repeat purchase
Cognitive dissonance
buyer's remorse
Types of Sales Promotion: consumer marketing promo
can be price promos or not, way to get consumer to use brand instead of competition *coupons/ecoupons, price off deals, premiums, contests, sweepstakes, sampling/trial, loyalty/frequency program, gift cards
aerial advertising (from the book)
can involve airplanes signs/blimps
Type of Advertising Agency Full Service
can meet all promotional needs of a client
Trend 5: Mobile Marketing
can reach consumers everywhere tactics: location-based adv, sponsoring apps, short message service, PUSH notifications
Focus Group + / -
can't generalize +: depth in detail, flexibility, context -: no breadth, personalities
push money (from the book)
carried out through program in which retail salespeople are offered a monetary reward for featuring brands with shoppers
interpersonal abrasion
clash of people from which communication shuts down and new ideas get slaughtered
transit ad- (from the book)
close cousin to billboard
How do agencies get paid? (four ways) [ C M F P]
commission mark up charges fee system pay-for results
Types of PR: description Employee relations
communicates info to employees
Types of PR: description Financial relations
communicates with shareholders
Type of PR tool: Controlled media
company controls use and placement ex: house, corporate and institute advocacy, PSA ads, publications, annual reports, speakers, photos, films, displays, staged events
Factor 1- emergence of capitalist economic systems (four parts)
competition must increase demand needing more tools = advertising
Product placement is effective because...
complements rest of IBP celebrity connections match between production and media ex: James Bond & Fancy Cars
Traits of Creatives
confident child-like unconventional hardworking independent internally drive risk takers high tolerance self promoters
soft sell is all about ...
conjuring authenticity
Types of Sales Promotion [CM,TM,BM]
consumer marketing trade marketing business-sales marketing
ADV role in differentation
consumer perceives brand as different, unique chai tea brands
Contests
consumers compete for prizes based on skill or ability
Trend 1: Consumer control
consumers have more control web blogs time shifting (reduces ad viewership by 30%, e-wom is effective, lots of money into internet)
3 Types of PR Too's [CUS]
controlled uncontrolled semi-controlled
Price off Deals advantages
controlled by manufacturer positive price comparisons increase belief in value of known brand
Madison & Vine Hollywood and NYC
convergence of Entertainment and Advertising
Creative Strategy objective: Define Brand Image methods: [ I ]
convey meaning of brand methods: image ads
Types of Corporate Adv [IACG]
corporate Image Advocacy Cause Green
type 3 corporate v brand advertising
corporate- adv attempts to create a favorable attitude toward a company brand- adv that communicates about a specific brand
CPRP (cost per rating point)
cost of commercial time/program rating
CPM-Target Audience
cost of media buy/ target * 1000
CPM (cost per thousand)
cost of media buy/ total audience * 1000 amount it will cost to reach 1,000 potential customers with a particular advertising type and time slot
Type of Advertising Agency Creative Boutiques
creative concept development and services-idea factories
It takes ......... to find media vehicles that speak to very specific customer profiles
creative vision
Ted Talk: Dao Nguyen- What Makes Something Go Viral? her main point
cultural cartography ex. of categories: humor, "me", "helps me", "us", "makes me feel: -not looking at what video/product is...looking into what people are thinking & how helps in real life? *extra notes* *Buzzfeed Baby Goats **live streamed, thousands of views bc of.. 1) community participation in shared anticipation 2) what are ppl thinking when something goes viral? 3) how is it helping users in brand?
Creative Strategy objective: Persuade methods [ RW HS C T D I ]
deals with competition, more mental effort, used less Reason Why ads Hard Sell Comparison Testimonials Demonstration Informercials
Social and ethical dimensions of advertising are....
debatable, different for each person
Ethical Aspects of ADV (2)
deception puffery
PR strategies: Reactive
defensive approach focus: problems external pressure quell negative publicity and brings back positive
buzz marketing (bk definition)
defined as creating an event or experience that yields convos about the brand
Advertising must be effective. Clients demand that ads produce..... and "coolness" alone is not a result
demonstrable results
Effective positioning must.... four themes- [ B U C H]
demonstrate value to target mkt Benefits: focus on the advantages User: focus on a target audience Competitive- competition Hybrid- combo of all themes
ADV role in positioning
design a brand to occupy a distinct place in a consumer's mind
Type of Promotion Agency Sales Promotion
design and implement sales promo
Types of Sales Promotion: business-marketing sales promo
designed to cultivate buyers in organizations or corporations who are making purchase decisions about a wide range of products *trade shows, premiums, incentives, loyalty/frequency programs
In diverse markets, you must ..... and ...... to specific segments of potential consumers.
develop market specific brands
Branded entertainment
develop and support of any entertainment property with a primary obj. to feature one's brand in an effort to connect with consumer
Corporate advertising helps...
develop overall image
Types of PR: description Media relations
developing and maintaining media contacts
Ads seek to .... their brand by highlighting a ....
differentiate specific value
type 2 ADV direct v delayed
direct- asks consumers to act immediately delayed- builds brand awareness and perception over time
Advertisments
distinct messages designed to persuade
Creative Brief parts [ A O P MT S C]
document with guidelines, directs creativity & prevents conflict Audience Objective Personality Message Theme Support Constraints
Process to get experts to become advocates...
don't waste their time encourage trial use focus on benefits commit long-term >must build trust
Point of Purchase advertising: objectives [DSIM]
draw attention to retail stimulate trial use stimulate increased/varied use maintain purchase loyalty
The key challenge for ADV is to....
effectively community the brand
The harsh truth...
elicits a desired meaning is incredibly difficult
A PR person must be...
emotionally intelligent (empathetic)
Coupons
entitle a buyer to a price reduction for a product or service
branded experience (from the book)
essence of experiential marketing, refers to consumer experience itself
Consumer behavior is ..... It is not.....
essential logical/systematic
Corporate Marketing aims to...
establish a favorable attitude toward a company as as whole
Types of Corporate Adv: description advocacy
establish position on issues
STP strategies must...
evolve -must re-asses
Contests/Sweepstakes advantages
exciting and interesting
PP has...
existing media entertainment
t/f Consumer behavior is often straightforward and consistent
false
t/f the advertiser's work is done after purchase
false
t/f any research conducted to inform IBP is good
false -only quality research can help
Deception
false or misleading claims made about the quality, price, or purpose of a product tricky to identify
Yoga Lululemon PR example
faulty product, see-through leggings gave full refunds & made a joke campaign "we want to be transparent with you
WW2 ads had...
fear and anxiety
How do agencies get paid? Pay-for-Results
fee based on achieving specific results, awareness shifts, better brand ID
Types of Corporate Adv: description cause
firm affiliation with social cause
Corporate Advertising features....
firm..not one of the firm's brands ex: HP rules of the garage
How do agencies get paid? Fee system
fixed fee, hourly rate, contract ex: lawyers
PR (basic & basic use of media)
focus on organization maintain public goodwill addresses more audience long term "earned media" - persuade to give free coverage little control over message more creative
Risks of Frequency programs [FLTAB]
focus on price legal challenges time and expensive alienate loyal consumer borrow from future sales
ADV (basic & basic use of media)
focus on product/service consumer awareness fewer audience short-term image - buy media coverage complete control not as credible
reactive public relations strategy (bk definition)
focuses on problems to be solved rather than on opportunities and requires a company to take defensive measures
types of premiums/specials: (from the book)
free self-liquidating advertising specialties
Publicity (bk definition)
free media exposure about a firm's brand
Puffery
generic superlatives, hyperbole
Sampling/trialing
giving a consumer a chance to use a brand on a trial basis with little to no risk
Audience Geography [5 ways to be broken down]
globally internationally nationally regionally locally
Transit Ads
good message repetition timely purchase location urban environments good geographic demographic segmentation subtle
Clients must evaluate the ...... with agencies
goodness-of-fit
Mobile marketing has..
grown a lot $40 to 120 billion in 2017
proactive public relations strategy (bk definition)
guided by marketing objectives, seeks to publicize a company and its brand, should serve to build goodwill and buzz for a brand
Crisis Management priori:
have CM teams have the plan in place get a spokesperson state clear messages and have swift responses
Direct marketing initiatives
help reinforce any of the goals along with the product
PR goal of influencer marketing is to...
help trusted sources take an advocacy position for their brand *ripple effect
Objectives of PR: description Give Advice
helps brand managers with communication issues
ADV role in segmentation
heterogeneous to homogeneous orange juice diff. brands
Brand loyalty
high involvement, high experience a favorable attitude toward and consistent purchase of a single brand over time
Extended problem solving
high involvement, low experience used for cars, home remodel
Audience categories (5 types) [H B P G T]
household consumers business members professionals government employees trade members
Crisis Communication (bk definition)
how to communicate and respond with the public and stakeholders in times of problems
peer-to-peer programs (bk definition)
idea is to give influencers fun or provacative things to talk about
public audit
identifies the characteristics of a firm that are positive and noteworthy -people are questioned to find info -needed when PR Crisis
Sales Promotion (basic) -differences from ADV`
immediate action tangible value short-term profits encourages brand switching easy 2 measure results trial use
Objectives of PR: description Internal Communications
improves internal relations
merchandise allowances (from the book)
in form of free products packed with regular shipments, are payments to the trade for setting up and maintaining displays *less payment at then would have to be spent
Types of Sampling/trialing: [IDMNPM]
in-store door to door mail newspaper package mobile
Coupons advantages
incentive brand switch controlled time repeat purchases regular users swithc
trade-market sales promo techniques [IASC]
incentives allowances sales-training programs cooperative advertising
directory advertising (from the book)
includes all local phone directory and local business adv books *8billion limited flexibility for creative execution
Advertising spending has
increased 2017: $643 billion
Even a great message will be ... if it does not reach the proper audience
ineffective
Advertising in branding influences brand development and management in 5 ways [ I I L I T]
information introduction loyalty image trade loyalty
Creativity emerges from.......; from forging novel connections - James Webb Young
integrating seemingly unrelated concepts
corporate advertising (bk definition)
intended to establish a favorable attitude towards a company as a wjhole
long term pop advertising (from the book)
intended to provide pop presentation for more than six months
Consumer purchasing behavior is largely driven by....
interpersonal communication
Marketers want to move from.... to .....
interruptive to engagement
Price off deals disadvantages
inventory and pricing problems
event sponsorship (from the book)
involves a marketer providing financial support to help fund an event *marketer acquires right to display brand on-site assist in brand-buidling agenda involve consumer identity passion and sense of self
IBP as a social process
involves constant negotiation among groups of people with strong different opinions and motivations
viral marketing (bk definition)
involves market to consumers via digital or through personal contact *30% of online wom is stimulated by traditional media
"Generation Like" Video
kids becoming famous, getting sponsored through social media & likes (Hunger Games girl) *add to card*
Trend 4: Crowdsourcing
lets consumers contribute to the brand
Creative Strategy objective: Affective Association methods: [ FG H SA]
liking something enough to purchase through feelings methods: Feel Good Humor Sex-Appeal
Habit/variety seeking
low involvement, high experience ex: cereal
Limited problem solving
low involvement, low experience used by consumers when some effort is required in deciding the best way to satisfy a need
Type of Promotion Agency Direct Marketing
maintain and manage databases of mailing lists
Type of Promotion Agency PR
manage relationship with brand's public
A huge component of PR is about _____________________ that surround a brand -looks at what consumers __________________
managing the varied perspectives/opinions are saying to each other about the brand
Rebates and refunds
manufacturer offers to return a certain amount of the money to the consumer who purchases a product or service
slotting fees (from the book)
manufacturers direct cash payments to induce food chains to stock an item *product introduction fee
Factor 3- the emergence of modern branding
manufacturers must distinguish theirs over another, gives power to manufacturers
free-premium (from the book)
marked packages
experiential marketing (from the book)
marketing of and with consumer experience as a form of IBP with such as concerts, musioc
Factor 4- the rise of modern mass media
mass circulation branding =adv (now flourishing and supporting mass media)
IBP tools [ MM, SP, POP, B, PR, SN, ES, PP
mass media sales promotion pop billboards pr social networks event sponsorship product placement
Factor 2 of Industrial Revolution
mass produced goods transportation urbanization = adv
point of purchase advertising
materials used in the retail setting to attract shoppers' attention to a brand, convey primary brand benefits, or highlight pricing information
word-of-mouth...
matters
Contests and sweepstakes disadvantages
may focus more on game then brand obscures IBP complex legal requirements
Trend 3: More media options
means more fragmentation and more IBP tactics we now have more media spend increasing portion of ADV budget on IBP tactics
event sponsorship measurement: definition models (from the book)
measuring experiential marketing with sponsors or partnered brands models: event sponsor fit, attitude, event social responsibility, sponsorship awareness, image transfer, affect transfer, brand meaning transfer, sponsorship patronage
Type of PR tool: Uncontrolled media
media control use and placement ex: news release, features, fillers, press conference, PSAnnoucement, media tours, bylined articles, talk and interview shows)
Richards Group Speaker
media planning is always changing and evolving ads need to 1- reach audience 2- make things resonate with brand 3-how people interact with world avg. person spends 2 days on media avg adult spends 50% of time with media tablets are on the rise process- invented>content is created>monetized adv pays for free access to media and always has digital is joining tv content Mark Zuckerburg "10 to 15 yrs is the life span of technology" most companies are owned by facebook and google -apps is now about technology understanding us mobile and apps are main platforms
Types of allowances: [MSBO]
merchandise allowances slotting fees bill-back allowances off-invoice allowance
Billboards Disadvantages
message limits location influences impacr
1920s
modernity creates a cycle that sustains adv the new things are shifting towards prosperity but adv risks modern life & remedies Characteristics: women are target (80% of household budget) stress science and technology social-material relationships
"Today's web-enabled world, consumers can talk about brands like never before, PR people must _____________&________________ these discussions"
monitor co-manage
why do you need to mix the two?
more media options, time-shifting (more ad clutter than ever before)
New media technology gives us
more power to avoid people becoming psychologically resistant
Why is there a shift to sales promo?
more pressure for short-term increases need for accountability cheaper than traditional media measure effectiveness more sophisticated short-term price reduct. combat parity retailers have more power
Types of Sales Promotion: trade-marketing promo
motivates distributors, wholesalers, and retailers to stock & feature a firm's brand in their store merchandising programs or e-commerce or mobile platforms *pop displays, sales person incentives, allowances cooperative advertising, sales training
Creative efforts........ client objectives
must/always serve
Traditional media is being supplemented by....
new ways to reach customers
Types of Corporate Adv: description corporate image
not influence sales favorable disposition
Efficiency measures say....
nothing about the quality of an ad
IBP
now same practice remains but the emphasis goes further and focuses on brand-building
Objectives for Trades-Market sales promo [OIEI]
obtain initial distribution increase order side encourage cooperation with consumers increases store traffic
consumer event congruity fit (from the book)
occurs when consumer participation in the event enhances the persuasiveness of the event and causes the participants to think more positively about the sponsor and increases the desire to patronize the sponsor *perception is key
2%
of $378 billion was spent on product placement in 2014
PR strategies: Proactive
offensive approach focus: opportunities brand's marketing objectives publicize brand and public goodwill
price off deal
offer consumers a reduced price at pop through specially marked packages
Frequency programs
offer customers discounts or free products for repeat patronage aka continuity programs
Ted Talk- Social Media and the End of Gender Johanna Blakley
one way new media may change ADV social media will dismantle gender bc people are going to their "taste communities"
Brands must find ways to..
operate in this new media ecosystem and connect with potential customers in meaningful ways *which they evade through BE and PP*
Type of Promotion Agency Event Planning
organize, implement, and promote events
Support media (from the book)
outdoor signane transit/aerial advertising cinema advertising directory advertising packaging
Attitude
overall personal evaluation of brand
PP & BE growth may slow because [OSMC]
oversaturation, loss of novelty success chance, unpredictable mkrs and producers don't always agree consumer resistance
It is best for a brand when there's a crisis to...
own the problem and seek to correct it quickly -responses are critical
Three criteria for advertising
paid for delivered via media aims to persuade
Brands will pay to be...
paid to be made fun of -Ex: Stephen Colbert
Influencer marketing
personalized marketing techniques directed at individuals or groups who have the credibility and ability to drive positive !word-of-mouth! in a broader, relevant segment of the population
Types of PR: description Public affairs
political and regulatory issues
Product Placement
practice of placing any branded product into the content and execution of established entertainment media
In today's word, PR must __________ and be _______ and ________
preserve brand's public image mindful of image connection to other brands
Tools of PR: [PFCISP]
press releases feature stories company newsletter/enewsletter interviews/press conferences sponsored events marketing publicity
Objectives of PR: description Promote Product
press releases, increases brand awareness
Objectives of PR: description Counteract publicity
preventing bad images & knowing what to do next when it does happen
Types of Advertising (3 types)
primary v selective demand direct v delayed response corporate v. brand advertising
Type 1 ADV primary v. selective demand stimulation
primary- adv attempts to drive demand for entire product category selective- adv that attempts to drive demand for a particular
2 Types of PR Strategies
proactive reactive
IBP is a and uses a...
process wide range of tools
Marketing
process a business/org uses to satisfy consumer needs and wants through goods and services
word-of-mouth (bk definition)
process of encouraging consumers to talk to each other about a firm's brand/marketing *powerful influence
Symbolic value
product provides a service to a consumer in some nonliteral way
How do agencies get paid? Markup Charges
production cost + fixed % created to compensate for the rise in non-trad. IBP
New Media
proliferates technology and consumer control are reshaping the comm environment
Packaging
promos benefit to advertising has name and logo communicates value shows image and quality ex: Puma
ADV is a tool used to
promote brand -businesses of all sizes need and use these tools
External Facilitator type Software
provide specialized software to gather and analyze data
External Facilitator type Research
provide, collect, and analyze relevant data
event social responsibility (from the book)
provides an opportunity for sport sponsor to demonstrate good corporate citizenship, generate positive word of mouth, boost attendance and patronage intent *can take many forms, provides a captive audience for a sponsor,
bill back allowance (from the book)
provides retailers a monetary incentive for featuring a marketer's brand in either adv or in-store displays *marketers require retailer to verify and provide a bill
We're tired of this adv barrage; we've become more
psychologically resistant
What is the greatest asset any organization could have and sometimes can erode (which is bad for the brand)?
public goodwill
PR programs are built on considering .....
public opinion
reactive strategy needs (2 things)
public relations audit id of vulneraibilities
What advertising isn't...
public relations/publicity PSAs (pro-social and non commercial message) personal selling, sales promo
New Media Consumers now ...
pulls media messages
Sweeping shift in ADV and IBP...it's from " " to " "
push to pull
Dudo's Main Point ab Viral
random chance matters -situation brands may want their message to piggyback on these ideas
Consumers as decision makers: two types
rational- cog judgements heuristic- mental shortcut
Coupon disadvantages
redemption time cost coupon fraud
influencer marketing (bk definition)
refers to a series of personalized marketing techniques directed at individuals or groups who have credibility and capability to drive positive word of mouth in a broader and salient segment of the population *advocacy message from trusted source
brand equity (from the book)
refers to at. of $$ the brand is valued at
green marketing
refers to corporate efforts that embrace a cause or a program in support of the environment
PR is about....
relationship maintenance
PR people must maintain......
relationships with people outside of brand & must understand their relationship with them
self-liquidating premium (from the book)
requires a consumer to pay most of the cost received as a premium *only works with loyal consumers
External Facilitator types [ R C P S]
research consultant production software
Area of Research: Results types [ R V T M ]
research done after IBP program reliability validity trust meaning
Area of Research: Development types [ D C A F P F ]
research done before *primary source types: Design Thinking- brainstorm Concept thinking- feedback Audience profiling- targets Focus groups- 6 to 10 members Projective techniques- emotion Field Work- observation
Area of Research: Messages types [ B G C PP]
research done during *secondary source types: Brand- data w/i Government- data from gov Commercial- business data Professional Publications-journalism reports
IBP research
research that helps in the development, execution, or evaluation of advertising and IBP
good brand entertainment leaves ...
room for co-creation, speculation, interaction, and it's transformational advertising
push strategy (from the book)
sales promo directed at the trade to help push a brand into the distribution channel until it reaches the consumer
advertising specials (from the book)
sales promo with message placed on useful item, given free to consumers, no obligation to purchase *allows firm to try to sell its co. and brand
An Effective ad must...
satisfy consumer and advertiser objectives
Two categories of POP advertising (from the book)
short term permanent long-term
Creative Strategy objective: Promote Brand Recall methods [ R S POP]
simple premise, becomes evoked set, parity products and low involvement methods: Repetition Slogans/Jingles Point of Purchase Branding
Ads do not have a...
single meaning (each member decides what meaning to take away from an ad)
PR Plan [SBRCME]
situation analysis program objectives program rationale communication vehicles message content evaluation
Type of PR tool: Semi-controlled media
some control, but some not ex: communication websites, special events and sponsorships, word-of-mouth, buzz
Type of Promotion Agency Design
specialize in design and graphics
External Facilitator type Consultants
specialize in different aspects of IBP- media, creative, etc.
Type of Advertising Agency Media Specialist
specialize in media strategy and buying
Type of Advertising Agency Digital/interactive
specialize in web-based mkt
Creative Strategy objective: Brand Social Meaning methods: [ SOL BE PP]
specific social setting, differentiate methods: Slice of Life Branded Entertainment Product Placement
Press release... (lecture)
standardized pitch quality journalism
Message development determines if the IBP efforts will....
succeed/fail. this is when creatives turn clients needs into IBP
Types of Corporate Adv: description green
support natural environment ex: Deepwater Horizon oil spill
To generate buzz you need... (5 things)
talkers topics tools taking part tracking
Ted Talk: Kevin Allocca: Why Do Videos Go Viral? three main things: Audience defines.....
tastemakers community participation unexpectedness -shows that the new culture is that audience defines popularity *extra notes* *48 hrs of YouTube posted every minute *EX: Nyan cat, Double rainbow, Bike in NYC, Friday by Rebecca Black
Bill Bernbach thought...
that research impeded good advertising smetimes
Brand entertainment key things.. (3)
that the brand creates the content seeks to entertain and tell stories connect with consumers
Creative abrasion
the clash of ideas, abstracted from the people who propose them, from which new ideas and breakthroughs can evolve
BE has..
the entertainment would not exist without marketer
What is crisis management?
the managing and handling of a (potential) crisis facing a brand
Integrated brand promotion
the process of using a wide range of promo tools working together to create widespread brand exposure
Sales Promotion
the use of incentive techniques that create a perception of greater brand value among consumers or distributors *not "sexy" but becoming more popular
Sales promotion (bk definition)
the use of incentive techniques that create a perception of greater brand value among consumers, trade, business buyers *intent is to generate short-term increase in sales by motivating trial use, encouraging larger purchases, & stimulating repeat purchase
Traditional Support Media: purpose
to reinforce a message being delivered through other media
Controversial products in ADV
tobacco alcohol gambling prescription drugs
Business-market sales promo techniques [TGPTF]
trade shows business gifts premiums/specials trial offers frequency programs
Old Media
traditional media used to send messages to consumers about brands
How do agencies get paid? Commisions
traditional, based on money adv spends on media, 15% of airtime fee, in flux
T/F In our consumer-powered world, advertising remains a primary tool in IBP.
true
premium (from the book)
type of CMS items offered free/reduced price with purchase of another item
advocacy (bk definition)
type of corporate advertising attempts to establish an org's position on important social/political issues
cause-related (bk definition)
type of corporate advertising features a firm's affiliation with important social or societal cause
Advertising is only one...
type of tool used for promotion
Short term pop advertising (from the book)
used for six months or less
out of home media advertising (from the book)
varios adv venues that reach local audiences
A crisis for a brand can be
visible and long-lasting
Validity is....
vital
We must be .... of presuming that ads have strong, direct effects on behavior
way
why do brands want brand ambassadors?
we influence a lot blank slates peer to peer- breaks more clutter and makes brand more appealing
Social value
what a product means in a societal context
validity, reliability, generalizability
what makes good research?
brand awareness (from the book)
when a consumer knows about the brand and its offerings
Media Planning [ P C MV MM]
where $ is spent Plan Class Media Vehicle Media Mix
Billboards advantages
wide local exposure captivating around the clock exposure can address immediate need new digital technology is being use
Sweepstakes
winners are picked by chance
Professional influencer marketing programs (bk definition)
wom comm that refers a brand has a strong impatc in new customers *systematic seeding of conversations involving a consuemr
ADV influences...
world commerce and our daily experience
Paula Dean- Type 2 Diabetes Example bad PR- why?
wrong tone forced talking points -inappropriate lack of knowledge defensive
Validity Error example
you think you're measuring "favorability toward a brand," when what you're really capturing is "favorability toward an ad"
