Marketing 3010 Chapter 18, MKT 3010: Ch. 18 – Flashcards
Unlock all answers in this set
Unlock answersquestion
advertising
answer
a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future
question
unique selling proposition (USP)
answer
A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign
question
informational appeals
answer
used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides
question
flighting
answer
an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising
question
puffery
answer
the legal exaggeration of praise, stopping just short of deception, lavished on a product
question
public relations (PR)
answer
the organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media
question
premium
answer
an item offered for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing
question
loyalty programs
answer
specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time
question
point-of-purchase (POP) display
answer
a merchandise display located at the point of purchase, such as at the checkout counter in a grocery store
question
cross-promoting
answer
efforts of 2 or more firms joining together to reach a specific target market
question
Word-of-mouth marketing is NOT a type of advertising because it is not paid.
answer
Is word-of-mouth marketing a type of advertising?
question
1. Identify Target Audience 2. Set Advertising Objectives 3. Determine the Advertising Budget 4. Convey the Message 5. Evaluate and Select the Media 6. Create Advertisement 7. Assess Impact
answer
What are the steps when planning an ad campaign?
question
Tone of Message Media Selection Target Market (Audience)
answer
What is entailed in identifying the target audience? (3)
question
Because the target audience may or may not be the same as current users of the product.
answer
Why is identifying the target audience important?
question
n/a
answer
n/a
question
Advertising Plan
answer
A section of the firm's overall marketing plan that explicitly outlines the objective of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful.
question
Pull Strategy
answer
Designed to get consumers to pull the product into the supply chain by demanding it.
question
Push Strategy
answer
Designed to increase demand by motivating sellers(wholesalers, distributers, or salespeople) to highlight the product, rather than the products or competitors, and thereby push the product onto consumers.
question
Inform Persuade Remind
answer
What are the overall objectives of advertisements? (3)
question
Informative Advertising
answer
A communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. Used to inform consumers about up coming sales events or the arrival of new merchandise.
question
Persuasive Advertising
answer
A communication used to motivate consumers to take action. Generally occurs in the growth and early maturity stages of the product life cycle, when competition is most intense, and attempts to accelerate the market's acceptance of the product.
question
Reminder Advertising
answer
A communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.
question
Because if they have gained marketing acceptance and are in maturity stage they need reminder ads.
answer
How is the product life cycle relevant?
question
1. Product Focused- most advertising done this way, specific product or brand 2. Institutional- relates to politics, industry, a topic (Public Service Advertising and Social Marketing)
answer
What are the various focuses of advertisements and what is entailed in each? (2)
question
Product-Focused Advertisements
answer
Used to inform, persuade, or remind consumers about a specific product or service.
question
Institutional Advertisements
answer
A type of advertisement that informs, persuades, or remind consumers about issues related to place, politics, or an industry (e.g. Got Milk? Ads).
question
Public Service Advertising (PSA)
answer
Focus on public welfare; generally they are sponsored by non-profit institutions, civic groups, religious organizations, trade associations, or political groups.
question
Social Marketing
answer
The content distributed through online and mobile technologies to facilitate interpersonal interactions.
question
1. Role 2. Product Lifestyle- which stage the product or brand is in 3. Nature of the Market and Product
answer
What must firms consider when setting an advertising budget? (3)
question
The Message in advertising
answer
Provides target audience with reasons to respond in desired way. Should communicate problem-solving ability clearly and in a compelling fashion.
question
What is the purpose of the unique selling proposition (USP)?
answer
Strategy of differentiating a product by communicating its unique attributes. ex(campbells soup, rice krispies) Often becomes the common theme or slogan and communicates unique attribute of product thereby becoming a snapshot of entire campaign.
question
Informational Appeals Emotional Appeals
answer
What 2 types of appeals do marketers use to portray their products/services?
question
Informational Appeals
answer
Help consumers make purchase decision by offering factual info that encourages consumers to evaluate the brand favorably on basis of key benefits it provides.
question
Emotional Appeals
answer
Aims to satisfy consumers' emotional desires rather than their utilitarian (functional) needs.
question
Media Planning: selecting social media (largest expense), media mix, and media buy (mass media, niche media)
answer
What is entailed in evaluating and selecting media.
question
Media Planning
answer
Refers to process of evaluating and selecting the media mix combo that will deliver a clear, consistent, and compelling message to the intended audience.
question
Television
answer
What type of media is most expensive?
question
Media Mix
answer
The combo of the media used and the frequency of advertising in each medium.
question
Media Buy
answer
The actual purchase of airtime or print pages. Largest Expense in Advertising Budget
question
Mass Media
answer
Channels that are ideal for reaching large numbers of anonymous audience members. National Newspapers, Magazines, Radio, and Television
question
Niche Media
answer
Channels that are focused and generally used to reach narrow segments, often with unique demographics characteristics or interests. Specialty TV Channels (e.g. Home and Garden TV) and Specialty Magazines (e.g. Skateboarder or Cosmo Girl)
question
Advertising Schedule
answer
Specifies the timing and duration of advertising.
question
Continuous Flighting Pulsing
answer
Three Types of Advertising Schedules
question
Continuous Schedule
answer
Runs steadily throughout the year and therefore is suited to products and services that are consumer continually at relatively steady rates and that require a steady level or persuasive and/or reminder advertising.
question
Flighting Schedule
answer
Implemented in spurts with periods of heavy advertising followed by periods of no advertising. Ex: Jewelry ads around Valentines day and Christmas
question
Pulsing
answer
Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods.
question
What is entailed in the process of creating advertisements?
answer
Message Translation- In this stage, the message and appeal are translated creatively into words, pictures, colors, and/or music. *Medium -dictates how an ad is executed *Creativity- important, but not too creative that brand is lost *Objectives
question
Often, the execution style for the ad will dictate the type of medium used to deliver the message.
answer
how are the execution style and medium utilized related?
question
What is important to keep in mind in terms of creativity?
answer
Although creativity plays a major role in the execution stage they must not let their creativity overshadow. Ad must be able to attract audience attention and provide reason to spend time viewing. Execution stage must match medium and objectives.
question
Pre-Testing Tracking Post Testing
answer
What is entailed in assessing an advertisement's impact? (3)
question
Pre-Testing
answer
Assessment performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion doing what intended to do.
question
Tracking
answer
Monitoring key indicators such as daily or weekly sales volume while the advertisement is running to shed light on any problems with the message or the medium.
question
Post-Testing
answer
Evaluation of and IMC campaign's impact after it has been implemented.
question
Federal Communications Commission
answer
Enforces federal consumer protection laws. Enforces truth in advertising laws; define deceptive and unfair advertising practices.
question
What is puffery?
answer
Legal exaggeration of praise, stopping just short of deception, lavished on a product.
question
Federal Trade Commission (FTC)
answer
Primary enforcement agency for most mass media. Regulates interstate and international communications by radio, television, wire, satellite, and cable.
question
Lift
answer
Additional sales caused by advertising.
question
Cause-Related Marketing
answer
Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign.
question
Event Sponsorship
answer
Popular PR tool; occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors.
question
Product Placement
answer
Inclusion of a product in non-traditional situation, such as in a scene in a movie or television program.
