Promotion Mix Exam 3
What are some ethical/ moral/ privacy considerations when it comes to product placement and branded entertainment?
-Integrate the placement within the IBP campaign -Make the placement look authentic -Develop the right industry relationships -Do not expect quantifiable ROI
How can social media effectiveness be measured?
-Likes -Followers -Impact -Interaction -Clicks on links in social media posts -Retweets, Mentions and Direct Messages on Twitter -Shares on Facebook and LinkedIn -Comments on your Facebook and LinkedIn posts -Ratings on YouTube videos -Comments on blog posts
What are some advantages of Event Sponsorship?
-Marketer provides financial support to help fund an event In return, acquires rights to display a brand name, logo, or advertisement on-site at the event -Media impressions: Creating a metric to judge sponsorship spending to spending in the traditional measured media -Leveraging: Collateral activity reinforcing the link between a brand and an event Risk of oversaturation Process break downs due to lack of predictability -Disclosure of product-placement deals advocated by consumer rights groups
What is media planning?
-Media planning determines where and when the advertiser's money is spent. -Consideration of the mix of media channels.
In what media channels can product placement occur?
-On television: Provide implicit endorsement in soap operas and reality shows -At the movies: Reach young consumers who are unreachable via traditional media -In video games: Repetitive brand exposures in games affect purchase intent
How does digital advertising differ from traditional advertising?
-Reaches different audiences -Advertisement style is completely different -Digital advertising is more clutter -Traditional media is very sophisticated
What digital advertising option do marketers have?
-Sponsored stories: Ad-like stories that can be promoted with payment -Post ads: Have higher response rates because they are within consumers' post to their network -Display/banner ads: Paid placements of advertising on sites that contain copy or images -App ads: Linked with a third-party application Generate consumer loyalty Provide consumer data for accurate keyword targeting -Pop-under ads: Present under the active window Visible once the surfer closes that window -Pop-up ad: Opens in a separate window while a page is loading -Interstitial: Loads while the user is browsing Appear on a site after a page has been requested -Advergaming: Advertising and brand placement within video games
How can the effectiveness of Event Sponsorship be measured?
-Tracking sales -web traffic -the buzz
Describe the advantages and disadvantages of newspaper and print magazines?
Advantages: -High coverage and low cost -Short lead time for placing ads -Ads can be placed in interest sections -Timely (current ads) -Can be used for coupons Disadvantages: -Short life and poor reproduction quality -Clutter -Low attention-getting capabilities -Selective exposure
What are some key advantages and disadvantages of radio as an advertising medium?
Advantages: -Local coverage -Low cost -High frequency -Flexible -Low production cost Disadvantages: -Audio only -Clutter -Low attention getting -Fleeting message
What are the advantages and disadvantages of digital media, including social media?
Advantages: -User selects information -User attention -Interactive relationship -Direct selling potential -Flexible message platform Disadvantages: -Privacy concerns -Potential for deception -Clutter -Lack of measurement techniques
What are some key advantages and disadvantages to TV as an advertising medium?
Advantages: -Mass coverage and high reach -High prestige -Attention getting Impact of sight, sound, and motion Disadvantages: -Low selectively -Short message life -High absolute cost
What is CPM/CPC?
CPM: Cost per thousand impressions CPC: Cost per Click -For digital -The digital advertising and e-search basics and pricing models
What does CPM refer to and how is it used by advertisers?
CPM= Cost per thousand Compares the relative efficiency of two media choices within a media class or between media classes CPM=(cost of media buy)(1000)/Total audience
What are the three options for media scheduling?
Continuity: Pattern of placement of advertisements in a media schedule (Pattern of placing ads at a steady rate over a period of time ---------------------------- Flighting: Pattern of scheduling heavy advertising and no advertising in an alternative manner ------ ------- ----- --- Pulsing: Combines elements from continuous and flighting techniques --------=========-----===------
What is Branded Entertainment and why is it particularly effective?
Development and support of entertainment property Primary objective is to feature a firm's brand to effectively connect with consumers
Identify some major social media platforms used by advertisers.
Facebook Instagram Twitter LinkedIn Pinterest
What is frequency?
Frequency is the average number of times an individual or household within a target audience is exposed to a media vehicle in a given period of time.
What is the difference between marketing mix, promotional mix and media mix?
Marketing mix: The blend of the four responsibilities of marketing—conception, pricing, promotion, and distribution—used for a particular idea, product, or service. Promotional mix: is one of the 4 Ps of the marketing mix. It consists of public relations, advertising, sales promotion and personal selling. Media mix: the blend of different media that will be used to effectively reach the target audience.
What is the difference between measured and unmeasured media?
Measured Media: Above the line promotions -Tv -Radio -Magazines -Newspapers -Outdoor Unmeasured Media: Below the line promotions -Paid Internet search -Coupons -Product placement -Events
Is print a dead medium?
No, print is just evolving and becoming more competitive. As long as print continues to provide irreplaceable value it won't die Magazines subscriptions have actually increased over the past years.
How does paid versus organic search differ?
Paid search: Paying websites and portals to place ads in or near relevant search results based on keywords Organic search: are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements.
What is REACH?
Reach refers to the number of people or households in a target audience that will be exposed to a media vehicle or schedule at least one time during a given period of time.
What is SEO?
Search Engine Optimization (SEO): Volume and quality of traffic to a website from search engines are improved based on surfers' profiles
What is media strategy?
Series of decisions involved in delivering the promotional message to the prospective users of the product or brand
