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Advertising

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-A paid form of communication from an identifiable source, (about an organization, product, service or idea) delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future. -persuasive form of communication designed to get the consumer to take some action -must be carried by some medium (tv, radio, print, web) -source of message must be known/knowable

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7 Steps in Planning & Executing an Ad Campaign

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1. Identify target market 2. Set advertising objectives 3. Determine the advertising budget 4. Convey the message 5. Evaluate & select media 6. Create advertisements 7. Assess impact

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step 1: identify target audience

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-success of an ad program depends on how well the advertiser can identify this -conduct research, use information to set the tone and help to select the media -step in advertising campaign

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step 2: set advertising objectives

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-advertising campaign objectives are derived from the overall objectives of the marketing program and clarify the specific goals that the ads are designed to accomplish -selecting right method of promotion -advertising objectives -focus of advertisements -step in advertising campaign

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step 3: determine the advertising budget

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-firms must consider the role that advertising plays in their attempt to meet their overall promotional objectives, advertising expenditures vary over the course of the PLC, and the nature of the market and the product influence the size of the budget -example: less money spent on advertising in B2B then B2C -step in advertising campaign

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step 4: convey the message

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-marketers determine what they want to convey about the product/service -determine key message it wants to communicate to target audience -firm decides what appeal would most effectively convey the message. portrays products/ services to persuade consumers to purchase them -step in advertising campaign

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step 5: evaluate and select media

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-content of an advertisement is tied closely to the characteristics of the media that firms select to carry the message -step in advertising campaign

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step 6: create advertisements

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-message and appeal are translated creatively into words, pictures, colors, and/or music -type of medium determines the execution style -execution style must match medium and objectives -to demonstrate an image=TV and magazines -to promote price= newspapers and radio -to appeal to target markets= electronic media vehicles -step in advertising campaign

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step 7: assess impact using marketing metrics

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-effectiveness of an advertising campaign myst be assessed before, during, and after campaign -step in advertising campaign

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Advertising Plan

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A section of the firm's overall marketing plan that explicitly outlines the objectives of the advertising campaign how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful.

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Pull Strategy

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-Designed to get consumers to pull the product into the supply chain by demanding it. -target audience=consumers -primarily advertising and sales promotion -chapter 18 is focused on this

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Push Strategy

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-Designed to increase demand by motivating sellers (wholesalers, distributors or sales people) to highlight the product, rather than the products of competitors, and thereby push the product onto consumers. -target audience= channel members (the trade) -primarily personal selling and trade sales promotion -chapter 19 is focused on this

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Social Marketing

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-the application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public or a specific population segment -The content distributed through online and mobile technologies to facilitate interpersonal interactions

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Public Service Advertising (PSA)

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-type of institutional advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations or political groups -a form of social marketing, focus on betterment of society -FCC rules

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Institutional Advertisements

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A type of advertisement that informs, persuades or reminds consumers about issues related to places politics or an industry example: Got Milk?

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Product-Focused Advertisements

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Used to inform, persuade, or remind consumers about a specific product or service. example: pepsi max

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Reminder Advertising

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-Communication used to remind/prompt repurchases especially for products that have gained market acceptance -occurs after they have gained market acceptance and are in the maturity stage of their life cycle.

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Informative Advertising

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-Communication used to created and build brand awareness with the ultimate goal of moving he consumer through the buying cycle to a purchase -inform the customer about upcoming sales event or arrival of new merchandise -creates and build brand awareness

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Persuasive Advertising

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Communication used to motivate consumers to take action, accelerate market acceptance of the product, convince you to switch brands, try a new product, or continue to buy the advertised brand -generally occurs within the growth and early maturity of the PLC when competition is most intense -may be used to reposition an establish brand in the later stages of the PLC

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Unique Selling Proposition (USP)

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-A strategy of differentiating a product by communicating its unique attributes, often becomes the common theme or slogan in the entire advertising campaign -value proposition -ex: Red Bull, Oreo

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Informational Appeals

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-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. -factual information that helps consumers make purchasing decisions on the basis of the key benefits of the brand

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Emotional Appeal

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-Aims to satisfy consumers' emotional desire rather than their utilitarian needs. -create bond between consumer and brand -fear/safety, humor, happiness, love/sex, comfort, nostalgia

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Media Planning

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-The process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience -refers to process of evaluating and selecting marketing mix

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Media Mix

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The combination of the media used and the frequency of advertising in each medium.

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Media Buy

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-The actual purchase of airtime or print pages -largest expense in advertising

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Mass Media

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Channels that are ideal for reaching large numbers of anonymous audience members include national newspapers, magazines, radio, and TV

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Niche Media

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-Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interest. -more smaller, targeted audience

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Advertising Schedule

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The specification of the timing and duration of advertising.

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Continuous (Advertising Schedule)

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Runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rated and that require a steady level of persuasive or reminder advertising.

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Fighting (Advertising Schedule)

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An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising.

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Pulsing (Advertising Schedule)

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Combines the continuous and fighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods.

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Headline

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In an advertisement, large type designed to draw attention.

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Subhead

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An additional smaller headline in an ad that provides a great deal of information through the use of short and simple words.

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Body Copy

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-The main text of an ad -used to build on the interest generated by the visual and headlines. explains more in depth, arouses desire, provides information

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Brand Elements

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Characteristics that identify the sponsor of a specific ad (logo)

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Pretesting

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Assessments performed before an add campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do.

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Tracking

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Includes 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.

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Posttesting

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The evaluation of an IMC campaign's impact after it has been implemented.

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Lift

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Additional sales caused by advertising.

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Puffery

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-The legal exaggeration of praise, stopping just short of deception, lavished on a product. -accepted as long as consumers know that firm is stretching truth -less specific claim, less likely to be deceptive -courts won't pursue cases involving obvious exaggerated or puffing representation (i.e., those that ordinary consumers do not take seriously)

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Public Relations (PR)

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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.

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Cause- Related Marketing

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Commercial activity to 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.

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Event Sponsorship

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-occurs when corporations support various activities (financially or otherwise) usually in the cultural or sports and entertainment sectors -Popular PR tool

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Sales Promotion

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-Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons rebates, contests, free samples, and point-of-purchase displays. -typically used in conjunction with other advertising or personal selling programs -can be used in either push or pull strategies -LT or ST objectives

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Coupons

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Provide a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount.

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Deal

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-A type of short-term price reduction that can take several forms, (such as "featured price", a price lower than the regular price, a "buy one get one free" offer or a certain percentage off "more free" offer contained in larger packaging;) can involve a special financing arrangement, such as reduced percentage interest rates or extended repayment terms. -alter perception of value -decreases risk for consumers by reducing cost of good

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Premium

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An item offered for free or at a bargain price to reward some type of behavior such as buying, sampling or testing. -builds goodwill -effective if consistent with the brand's image and desirable to target market (if they perceive high value of them) -ex: toy in cereal box, coupon for free milk, VS free panty

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Contest

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A brand-sponsored competition that requires some form of skill or effort.

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Sweepstakes

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A form of sales promotion that offers prizes based on a chance drawing of entrants' names. -do not require entrant to complete task other than buying ticket, filling out form -encourage customer to consumer more

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Sampling

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Offers potential customers the opportunity to try a product or service before they make a buying decision example: Costco

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Loyalty Programs

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Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time. example: punch card, LT CRM systems

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Point-of- Purchase (POP) Display

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A merchandise display located at the point of purchase, such as at the checkout counter in a grocery store.

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Rebates

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Consumer discount in which a portion of the purchase price is returned to the buyer in cash; the manufacturer not the retailer, issues the refund

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Product Placement

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Inclusion of a product in nontraditional situation. such as in scene in a movie or TV program. example: Target and Jane the Virgin

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Cross-Promoting

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Efforts of two or more firms joining together to reach a specific target market. -must appeal to same target market and create value for customers -ex: Bratz in happy meal

Marketing Chapter 18-Advertising, Public Relations, & Sales Promotions – Flashcards

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