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51 Cards in this Set

  • Front
  • Back
Marketing Objectives
-sales
-market share
-financial
Situation Analysis
-brand performance(now/past)
-competitive analysis
-SWOT
Marketing Strategies
-Increase sales-how?
-enlarge userbase of brand
-increase brand usage of current users
-target consumer identification
Advertising Objectives
-inform
-persuade
-remind
AIDA MODEL
awareness 75%
interest 50%
desire 35%
action 15%
Media Objectives
-target audience(primary/secondary)
-scale of campaign
-communication goals
(reach, frequency, effec.reach & frequency, ad cycles)
-time frame

criteria:specific,realistic and assesable (measureable)
Target Audience
-demographics
-product category usage
-brand usage (sole users, primary users etc..)
-simmons choices 3
VALS
Values and Lifestyles
-consumers should be segmentated on the basis of enduring personality traits
-by using psychology to analyze and predict consumer preferences and choices VALS created an explicit link between personality traits and purchase behavior
PRIZM
geodemographic
-62 neighborhoods lifestyles clusters
-based on similar demographics and consumer behavior
-matched with geocode
OSTROW MODEL
-model for setting effective frequency
- factors to consider:
Market factors
copy factors
media factors
-subjective assesment of these factors to derive an optimal level of frequency
Percentage of Sales
Budgets as a % of previous years sales or profit

PROS & CONS:
easy to manage/understand
self correcting
not logical
assuming a direct, linear relationship btw sales and ad spending
*use industy average*
Competitive Spending
setting the budget in considering of the amount of competitors ad spending

PROS & CONS:
competition is considered
comp. may have diff. goals
comp. may not know what they are doing
*AD$SuMMARY*
What we can Afford
subjective decision as to amount of ad spending

PROS & CONS:
management knows the industry and company, now and then.
less scientific and could be conservative or radical
Objective and Task
setting ad and media objectives and then estimate the cost of achieving the objectives; cost is budget

PROS & CONS:
reasonable and logical
difficult to estimate how much is enough
cost could be too high
Experimentation
testing various levels of ad spending to figure out optimum

PROS & CONS:
empirically based
market situation changes
high costs
subject to interference of competitors
Seasonality of Sales
-sales are not even across months
-diagram the volume of sales by month to view the sales seasonality
-factors to consider include pre-purchase search, actual purchase and post purchase evaluation
-media planners always determine the timing of advertising to optimize return on investment
SCHEDULING METHODS
-timing is essential
-3 basic scheduling methods
continuity
flighting
pulsing
Continuity
schedule advertising on regular basis

PROS & CONS:
-remind consumers continulously
-ads cover entire purchase cycle
-possible to take volume discount
-not good for small budget
Flighting
schedule advertising in an intermittent pattern

PROS & CONS:
- good for small budget
- concentrated on high sales per
- combat competition with heavy ads
- subject to threats from competition
Pulsing
combonation of continuity and flighting

PROS & CONS:
-represents best of both worlds
-may not be good for all products
-depends on seasonality of sales
Research Patterns
BLITZ PATTERN
continuity
(box)
WEDGE PATTERN
starts out intense and fades
REVERSE WEDGE
starts out weak and goes to intense
SHORT FAD PATTERN
increased adv/intense then when it hits peak, stop adv and drops.
Geographic Terms
METROPOLITAN STATISTICAL AREA (MSA)
-defined by US govt
-metro area
-consist of major city and neighboring counties
DESIGNATED MARKET AREAS
-210 DMA in total
-counties are exclusively assigned to the market w/highest tv viewig
-top 10:
NY,LA,CHI,PHILLY,SANFRAN, OAKLAND,BOSTON,DALLAS,DC,DET,ATL
-Lansing.EL 107th
Brand Development Index (BDI)
numerical display showing geographic areas of a brand relative strength or weakness
DATA NEEDED:
brand sales by market and total brand sales in all markets
Category Development Index (CDI)
numerical display showing geographic areas of a prodct categorys relative strength or weakness
DATA NEEDED:
category sales by market and total category sales in all markets
BDI AND CDI EQUATIONS
BDI= % brand sales in mkt/
% of population in mkt X100

CDI= % category sales in mkt/
% of population in mkt X100
Defensive Strategy
allocae more $ to the markets where brand performance is above average
Offensive Strategy
allocate more $ to the markets where brand performance is below avg but sales potential high
COMPETITIVE TOOLS

Competitive Media Reports (CMR)
-expansive list of media
-tracks million brands, 15 categories
-provides program by program estimation $ spent and ratings network and cable tv
-spending info in top 100 media markets
-tracks outdoor, print and internet
COMPETITIVE TOOLS

Adviews (nielson market research)
-doesnt cover international print/business
-covers freestanding inserts (CMR DOESNT)
Share of Voice (SOV)
media spending of your brands and competing brands in a given media category
-takes into account actual delivery for each medium draws distinction btw tv & print
Media Mix Analysis
Mass media
-Used to create or build brand awareness and attitude for a long-term effect

Direct response media
-Focuses on behavioral response, either direct inquiry or direct sales

POP media
-Reach the prospect at the point-of-purchase
Opportunities for the consumer to experience samples
Primary and Seconday Media
Primary media
-To accomplish both the brand awareness objective and brand attitude objective

Secondary media
-To address one aspect of the objective, such as coupons or direct mail of free samples
TV
Pros
-Excellent for dramatic presentation
-Greatest reach potential nationwide
-Can achieve rapid product awareness
-Strong visual impact

Cons
-Expensive to buy
-Increasing commercial clutter
-Less educated audience
RADIO
Pros
-Can target by station
-High frequency
-Excellent for mobile population
-Low production and media cost

Cons
-Small audiences
-Command no full attention
-Expensive to attain high reach
NEWSPAPER
Pros
-Timeliness
-Convey detailed copy
-Wide variety of ad sizes
-Excellent geography flexibility

Cons
-Limited ability to target demographically
-Mediocre reproduction quality
MAGAZINES
Pros
-Ability to match ads with editorial
-High reproduction quality
-Excellent for detailed copy
-Reach narrow target audience

Cons
-Long lead time
-Uneven market-by-market coverage
DIRECT MAIL
Pros
-Good to reach specific targets
-Customized ad messages
-Ability to use long copy
-Measurable response

Cons
-Low response rate
-Rising cost and high CPM
INTERNET
Pros
-Various creative options
-Reach an active audience
-Electronic word of mouth
-Quick response

Cons
-Always innovative to work
-Audience data less accurate
EVENTS
Pros
-Unmediated communications
-High involvement
-Multi-sensory exposure

Cons
-High costs
-Limited reach
Vehicle Selection

QUANTATIVE
those can be measured and estimated numerically
-audience ratings
-ontarget ratings
-audience duplication w/other vehicles
-geographic coverage
-cost efficiency
Vehicle Selection

QUALITATIVE
-those primarily judgemental
-characteristics of a medium that may enhance the effectiveness of an ad
-reputation
-editorial environment
-position
-reproduction quality
-added values
Reach Rule
-high frequency, buy many competiting vehicles and place one or only few ads in each vehicle
-competiting vehicles loss opportunity -->reach max
Frequency Rule
-increase frequency, buy multiple insertions in few non competing vehicles
-buy ad space frequently in daily paper (month mag)
Reach and Frequency Rule
-Buy multiple insertions in a moderate number of reasonably big, competing vehicles
-Requires a bigger budget because of a reverse relationship between reach and frequency give a fixed budget
Cost Rule
-Among the vehicles that deliver desired reach and frequency, most efficient vehicles are selected, assuming similar qualitative factors
-CPM and CPP are used to compare the cost of vehicles
What to Evaluate?
-Exposure
-Awareness
-Comprehension
-Conviction (convincing)
-Action
How to Evaluate?
-Surveys
-Observation
-Tracking (shopperID, nielson)
-Feedback (coupons, direct mail..etc)