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57 Cards in this Set
- Front
- Back
what is communication |
getting ideas across |
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What do we need to communicate Msg |
(Media Channels) - TV - Internet -magazines & newspapers |
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Communication Noise |
things that might distract you from the ad of msg ex. talking on the phone during a commercial on tv |
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IMC |
the process of cost-effectivelydelivering a consistent brand message thatcommunicates a unique selling point whileutilizing a variety of forms of mediaappropriate to the target consumer. (consistent msg across multiple channels)
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marketing plan |
- swot Analysis - marketing Obj - target market - marketing strategies - marketing tactics - Implementation - Evaluation of Performance |
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Account Executive |
represents advertising agency and interface with clients |
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Brand or product Manager |
oversees specific brands or line of product |
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Creatives |
design ads and promotional materials |
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Account Planners |
voice of the consumer within the agency |
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Brand Parity |
Brands viewed as being equivalent |
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Branding |
- provides quality assurance - reduces search time - allows a company to charge more - transference to other products sold - reduces brand parity |
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Role of brand image (consumer Perspective) |
- provides positive assurance - reduces search time - provides psychological reinforcement' - provides social acceptance |
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Role of brand image (company perspective) |
Extension of feelings to new products
• Ability to charge more • Consumer loyalty • More frequent purchases • Positive word-of-mouth • Greater channel power • Attracts higher quality employees • More favorable ratings |
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Family Brands |
Multiple products under one brand |
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Brand extension |
New good or service under same brand |
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Line Extension |
additional SKU of same product line and brand |
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Flanker brand |
new brand within current category |
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Rejuvenating an image |
• Sells new products
• Attracts new customers • Retains current customers • Key – • Remain consistent with old and new? • Takes time and effort |
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marketing strategy decisions |
describes how the firm will fulfill the needs and wants of its customers |
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3 elements of (marketing strategy decisions) |
1. market segmentation & target marketing 2. brand positioning (image) 3. Marketing program (mix) |
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Awareness
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• Top-of-mind awareness
• Recall (unaided awareness) • Recognition (aided awareness) |
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Drivers of brand loyalty
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– Emotion
– Value – Consumer experience |
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Trends Affecting consumer buyer behavior |
- age Complexity -Gender complexity - individualism - active, busy lifestyles - health emphasis - alternative family structures |
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criteria for effective targeting |
- identifiable - Sizeable - Stable - Accesible |
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methods of segmenting consumers markets |
• Demographics
• Psychographics • Generations • Geographic • Geodemographics • Benefits • Usage |
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Product Positioning |
is the perception created in the consumers mind regrading the nature of the company and its products relative to the competition. |
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Product positioning strategies |
- Product attributes versus competitors - use of application - price/ quality - product user - product class |
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threshold effects |
enough advertising to reach a threshold where IMC affects consumer response in a positive direction |
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carryover effects |
will consumer remember the ad or promo when it's time to buy that category again |
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wear-out effects |
ad message becomes old and consumers pay attention less |
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decay effects |
message fading after ads stop |
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advertising Goals |
• To build brand image
• To inform • To persuade • To support other marketing efforts • To encourage action |
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Pulsating schedule |
burst of intensity |
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Flighting schedule |
spending at select times |
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continuous schedule |
keep brand before consumers |
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means-end theory (suggest six elements) |
1. Product attributes
2. Consumer benefits 3. Leverage points 4. Taglines 5. Personal values 6. Executional framework |
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Media Selection |
• Media-usage habits of target market
• Point of Contact / Lifestyle Analysis • Audience characteristics of media • Minmize “wasted reach” |
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Executional Framework |
animation slice of life dramatization testimonial authoritative demonstration fantasy infromative |
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Message Strategy |
cognitive affective conative |
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fear appeal |
low-not noticed high - ignored Moderate - works best |
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Humor Appeal |
Excellent for getting and keeping attention
used in 30% of TV and radio ads Humor causes consumers to watch laugh remember likeable ads |
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Rational Appeal |
_ Based on hierarchy of effects model - active processing of information |
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Emotional Appeals |
Brand Loyalty Key to developing brand loyalty creates bond with brand |
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Means-End Chain |
Product Attributes Consumer Benefits Leverage Point Personal Value |
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Repetition |
3x+ |
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Variability theory |
same ad message, different stories and environments |
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Media Multiplier effect |
multiple media 2+ increases recall |
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media planning |
• Analysis of target market
• Focus on consumer behavior • Understanding purchase process • Study media choices • Listening and viewing habits |
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Media Buyers |
- Purchase space, negotiates rates - placement important consideration - little connection between agency size and price? |
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Reach |
-Number or % of target audience exposed -Typically 4 week period |
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Frequency |
average number of exposures |
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Gross Rating Points (GRPs) |
- measures impact of intensity of media plan - = vehicle rating x # insertions - or GRPs = Reach x Frequency - % of population x avg times seen per person |
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costs |
Cost per thousand (CPM)
•CPM allows for cost comparisons•Weighted/Target CPM (cost per thousand of target consumers reached) |
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Ratings |
Ratings measure percent of target market exposed by medium
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Review: media Schedule |
• Continuous campaign
•Pulsing or Pulsating campaign •Flighting (or discontinuous) campaign |
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Impressions |
•Ad shown 4 times to an audience of 2,000,000 = 8,000,000 gross impressions |
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Gross rating points (GRP's) |
• GRPs = Frequency x Reach (as ratings points)
• Ad shown 5 times on a show with Rating of 10 = 50 GRPs |