Marketing Chapter 17

Storyboard

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

Feature Article

A manuscript of up to 3000 words prepared for a specific publication

Press Conference

A meeting used to announce major news events

Publicity

A news story type of communication about an organization and/or its products transmitted through a mass medium at no charge

Consumer jury

A panel of products existing or potential buyers who pretest ads

Captioned Photograph

A photograph with a brief description of its contents. Captioned photographs are effective for illustrating new or improved products with highly visible features.

Media Plan

A plan that specifies the media vehicles (magazines, TV stations, newspapers and so forth) to be used and the schedule for running advertisements.

Recall tests

A post test in which respondents aren't shown the actual ad and are asked about what they have seen or heard recently.

Unaided Recall Test

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

Recognition test

A posttest in which respondents are shown the actual ad are asked if they recognize it

Aided Recall Test

A posttest that asks respondents to identify recents ads and provides clues to jog their memories

Reinforcement Advertising

Advertising that assures users they choose the right brand and tells them how to get the most satisfaction from it. EX: Geico encourages potential customers to spend 15 minutes on the phone getting an insurance quote and save 15 percent or more on their policy. Value propositions like Geico's can provide reinforcement to consumers that they are making a good decision as a new or current customer.

Advocacy advertising

Advertising that promotes a company's position on a public issue. Such advertising may be used to promote socially approved behavior such as recycling or drinking alcohol in moderation.

Institutional Advertising

Advertising that promotes organizational images, ideas, and political issues

Product Advertising

Advertising that promotes the uses, features, and benefits of products

Pioneer advertising

Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product. Pioneer advertising is also employed when the product is in the introductory stage of the product life cycle.

Remainder Advertising

Advertising used to remind customers about an established brand's uses, characteristics, and benefits. EX: Clorox reminds customers about the many advantages of its bleach products, such as their ability to kill germs, whiten cloths, and remove stains.

News Release

Also called a press release. A short piece of copy publicizing an event or product. This is usually a single page of typewritten copy containing fewer than 300 words and describing a company event or product.

Artwork

An advertisement's illustrations and layout

Advertising Platform

Basic issues or selling points to be included in an advertising campaign. A single advertisement in an advertising campaign may contain one or several issues from the platform.

Arbitrary Approach

Budgeting for an advertising campaign as specified by a high level executive of the firm. This approach often leads to underspending or overspending.

Objective and Task approach

Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to obtain them. This approach has one major problem and that is marketers sometimes have trouble accurately estimating the level of effort needed to attain certain objectives. EX: a coffee marketer may find it extremely difficult to determine how much of an increase in national television advertising is needed to raise a brands market share from 8 to 10 percent.

Percent of sales approach

Budgeting for an advertising campaign by multiplying the firms past and expected sales by a standard package. The flaw with this approach is that it is based on the assumption that sales create advertising rather than the reverse. A marketer using this approach during declining sales will reduce the amount spent on advertising, but such a reduction may further diminish sales. Though illogical, this technique has been favored because it is easy to implement.

Pulsing Schedule

Combines both continuous and fighting schedules. During the entire campaign, a certain portion of advertising runs continuously, and during specific time periods of the campaign, additional advertising is used to intensify the level of communication with the target audience.

Public Relations

Communication efforts used to create and maintain favorable relations between an organization and its stakeholders

Comparative Advertising

Compares the sponsored brand with one or more identified brands on the basis of one or more product categories. Often, the brands that are promoted through comparative advertisements have low market shares and are compared with competitors that have the highest market shares in the product category. Product categories that commonly use comparative adversing include soft drinks, toothpaste, pain relievers, foods, tires, automobiles, and detergents.

What are the three types of media schedules?

Continuous, fighting, and pulsing

Competition matching approach

Determining an advertising budget by trying to match competitors advertising outlays.

Pretest

Evaluation of advertisements performed before a campaign begins.

Posttest

Evaluation of advertising effectiveness after the campaign

What are the major steps in creating an advertising campaign?

Identify and analyze target audience, define advertising objectives, create advertising platform, determine advertising appropriation, develop media plan, create advertising message, execute campaign, and evaluate advertising effectiveness.

What are the two classifications of advertising?

Institutional advertising or product advertising

What are the ways to determine advertising appropriation?

Objective and Task approach, percent of sales approach, competition-matching approach, and arbitrary approach.

Advertising

Paid non personal communication about an organization and its products transmitted to a target audience through mass media

Illustrations

Photos, drawings, charts, and tables used to spark audience interest in an advertisement

What are the two types of product advertising?

Pioneer advertising and competitive advertising

What are two types of posttests that are based on memory?

Recognition and recall tests

What is the most successful medium for advertising today?

T.V

Advertising appropriation

The advertising budget for a specific time period.

Advertising Campaign

The creation and execution of a series of advertisements to communicate with a particular target audience.

Target Audience

The group of people at whom advertisements are aimed

Layout

The physical arrangement of an advertisements illustration and copy(headline, subheadline, body copy, and signature)

Competitive Advertising

Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands. Cell phone service providers use competitive advertising to position their brands like Verizon attacks T Mobile.

What are the two types of recall tests?

Unaided Recall test and Aided recall test

Regional Issues

Versions of a magazine that differ across demographic regions.

Fighting Schedule

advertisements run for set periods of time, alternating with periods in which run ads run. For instance an advertising campaign might have an ad run for 2 weeks, then suspend it for two weeks, then run it again.

Continuous Schedule

advertising runs at a constant level with little variation throughout the campaign period. Mcdonalds is an example of of company that uses continuous schedule.

Advertising should create ____, produce ____, create ____, and ultimately result in a purchase (____ )

awareness, interest, desire, and action

The media planners primary goal is to reach the largest number of people in the advertising target that the budget will allow. The media planners second goal is to achieve the appropriate message reach and frequency for the target audience while staying within ___.

budget.

1988 Trademark Law Revision Act

forbids markers using comparative advertising in the U.S from misrepresenting the qualities or characteristics of competing products.

Environmental Monitoring

identifies change in public opinion affecting an organization.

What are the guidelines for developing a body copy systematically?

identify the specific desire or problem, recommend the product as the best way to satisfy the desire or problem, stare product benefits and indicate why the product is best for the buyer's particular situation, substantiate advertising claims, and ask the buyer to take action.

Communications Audit

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

Reach

refers to the percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period.

Cost Per thousand impressions (CPM)

the cost comparison indicator for magazines; it shows the cost of exposing 1000 to one advertisement.

Frequency

the number of times these targeted customers are exposed to the advertisement.

Copy

the verbal portion of advertisements. This may include headlines, subheadlines, body copy, and a signature.

Cost Comparison Indicator

this lets an advertiser compare the costs of several vehicles within a specific medium (such as two magazines) in relation to the number of people each vehicle reaches.

Public Relations Audit

used to access an organization's image among the pubic or evaluate the effect of a specific public relations program

Spoke characters

visual images that can convey a brand's features, benefits, or brand personality. EX: FLO, lizard from geico, and the elves from kerber.

Social Audit

when a firm is measured to the extent to which stakeholders view it as being socially responsible