Advert Management - Whole Banger

Front 1

What is in the promotional mix?

Back 1

- Advertising, Sales promotion, Direct selling, personal selling, sales promotion, internet etc.

Front 2

Describe the IMC, its goals and importance:

Back 2

- promotional tools + marketing + communication that is persuasive and measurable. Feedback, and accountability.
- goal: short term financial results, with long term shareholder value.
- importance: relationship marketing: create/maintain consumers is more profitable than generating new ones.

Front 3

What is advertising?
What is sales promotion?

Back 3

- non personal communication. highly pervasive form of promotion, widely discussed and best know. used to create brand images.
- activities providing extra value or incentive to sales force. Either consumer or trade oriented.

Front 4

Describe PR and publicity:

Back 4

- evaluation of public attitues, execution of action to gain public understandance and acceptance. Publicity is non personal communications, in a form that is not directly paid for by the company, credible. (news releases, interviews, press conferences etc.)

Front 5

What is direct marketing?
what is internet marketing?

Back 5

- communicatoin directly with target consumer to generate a response.
- interactive, two way communication, can modify and form the content they receive.

Front 6

What is personal selling?

Back 6

- person to person communication. seller encourages prospective buyers to purchase company's product.

Front 7

What are the 5 areas in the "REVIEW OF IMC"?

Back 7

1) Situation: internal analysis: Strength/weakness of product, unique selling point etc. external analysis (comp and cust)
2) Objectives: marketing and communications
3) strategy: how to implement and evaluate, use of both creative and media
4) implementation: how well is it doing
5) Monitor: why is it succeeding or failing.

Front 8

What factors affect marketing communications for a company?

Back 8

- size of company, number of products being marketed, role of advertising and promo in the mix, budget, structure.

Front 9

what are the pros and cons of an advertising system under central control?

Back 9

- pros: better communications, more efficient operations, continuity of staff
- cons: less goal involvement, longer response times, can be impractical in a very large company.

Front 10

What are the pros and cons of a centralized IN house agency?

Back 10

- pros: cost savings, more control, better cordination
- cons: less experience, less objectivity and less flexibility.

Front 11

what are the pros and cons of having advertising decentralized?

Back 11

- pros: brand receives more attention, faster responses to problem and opportunities due to increased flexibility.
- cons: lack of experience, too much short term valuation.

Front 12

Describe the role of advertising agencies:

Back 12

- specialization in a particular type of business, with a broad range of experience. Objective viewpoint in the market, with highly skilled individuals.

Front 13

What are the three types of services provided by Agencies?

Back 13

1) account service: link between the client and the agency, managed by account executive.
2) Marketing service: research department and media department (75% media, 15% creative, 10% production)
3) Creative: copywriters (conveice the idea for ad) art department, production department, traffic department (make sure everything is completed on time)

Front 14

What are creative boutiques?

Back 14

- only creative services, full service agencies may subcontract with them. often used for ethnic markets.

Front 15

What are media buying services?

Back 15

- independent agencies that specialize in buying media, since they buy so much they are subject to large discounts.

Front 16

What are the four most popular ways that Agencies are compensated?

Back 16

1) Commission: 15%, ties the compensation to media costs which provide incentive for mass media. Easy to administory and more flexible
2) Fee arrangement: Fixed fee (once a month for everything), or fee commision combo (compensation unless is less that prespecified fee, in which the client pays the difference)
3) cost-plus agreement: agree to a set fee, plus a percentage of hte profit margin. good for client because it requires that the agency have a detailed outline of expenditure.
4) incentive based: dependent if it meets the predetermined performance goals.

Front 17

How come agencies lose clients?

Back 17

- poor performance, poor communication, unrealistic client demands, personality conflicts, change in size, strategy change, declining sales, change in internal policies.

Front 18

What are the pros and cons of integrated services?

Back 18

- pros: consistent message, sysnergy, client convenience, simple image
- cons: wrangling over budgets, lack of communication, do not necessarily achieve synergy, insufficient staffing.

Front 19

What are the 5 steps in the Basic model of CONSUMER DECISION MAKING

Back 19

1) Need recognition 2) Information search 3) Alternative evaluation 4) Purchase decision 5) Post purchase evaluation.

Front 20

What are the Relevant internal/psychological processes that occur with the CONSUMER DECISION MAKING model?

Back 20

1) motivation (maslows) 2) perception 3) attitude formation 4) integration 5) Satisfaction

Front 21

Describe the Need Recognition stage in the CD model.

Back 21

- difference between ideal state and actual state.
- Why the motivation? out of stock, dissatisfaction, new needs, related purchases, market induced, new product.
- Psycological - Motivation

Front 22

Describe the stages of Maslows hierarchy:

Back 22

- Physiological ( breathing, water, shelter, clothing, sleep)
- Safety (health, employement, clothing)
- love ( friendship, intimacy etc)
- Self esteem (confidence)
- self actualization

Front 23

describe the information search in the CB model:

Back 23

- internal: past experience or past knowledge
- external: personal, friends, marketers, public sources, personal experience.
- based on perception of psychological

Front 24

Describe Perception, and the 4 types that are associated with the process:

Back 24

- process by which an individual interprets and stores information to create meaning.
1) selective exposure: consumer chooses whether or not to make themselves availabe to info
2) selective attention
3) selective comprehension: individual, influenced by psychological facotrs
4) selective retention: don't remember everything

Front 25

describe the 'Alternative Evaluation' of the CD model

Back 25

- compare various brands in the market to solve needs. is it going to be in the evoked set or not.
- needs to be 1) functional 2) psychological 3) experiential
- based on the attitudes (overall feelings toward the brand)

Front 26

Describe the 'Purchase decision' stage in the CD model

Back 26

- not the same as an actual purchase, defines when and where to buy. It is lessened if their is brand loyalty (espectially for low context goods)
- based on the integration: knowledge, meaning and belief with the use of heuristics, whether or not affective impersination. compare attributes to performance.

Front 27

Describe the 'Post purchase' evaluation stage of the CD model:

Back 27

- level of performance, seek reassurance and opinions from others to confirm.
- based on satisfaction: compare performance with expectations. can have cognitive dissonance: feeling of tension or post purchase doubt after a difficult choice.

Front 28

What are the three types of Decision making in the Consumer decision making process

Back 28

1) Routine Problem Solving (habit)
2) Limited problem solving (information for incentive)
3) Extended problem solving ( need to provide consumer with detailed information about the brand)

Front 29

What is a reference group, how can it influence a consumer decision process?

Back 29

- used to guide consumers' purchase decision even when not present.
- marketers use both aspirational or dissasoiciative reference groups to influence ads and promotion strategies.

Front 30

Describe the Target market process, and how to determine a market segmentation.

Back 30

1) Identify markets with unfulfilled needs
2) determine market segmentation: either by Customer (psychographic, demographic, sociographic, geographic) or by Buying situation ( behaviour, outlet, usage, benefits)
3) select market.

Front 31

what are R&Ps perspectives on Target Audeince Options (3)

Back 31

1) Brand loyal customers ( regularly buy focal firms product )
2) Favorable brand Switchers ( buy focal but also others)
3) Non customers ( new category, other brand switchers, other brand loyals)

Front 32

Describe the 5 steps in the Overall communication process between Sender and Receiver.

Back 32

1) Source: entity or person that has information to share. (receivers perception of source is important)
2) Encoding: thoughts, ideas, info, into symbolic form that can be understood by reciever ( familiarity is good)
3) Message: info or meaning the source hopes to convey (verbal/non verbal, picture, symbol etc) Can be either Personal (direct/personal selling) or non personal (print/mass media)
4) Decoding: transform message back into thought. Can be hindered by noise.
5) reciever: response, set of reactions after message. Feedback: ultimate feedback is in sales to close the loop, hard to show a definite relationship.

Front 33

What are the Four Models of the Response Process

Back 33

1) AIDA 2) Hierarchy of Effects 3) Innovation Adoption Model 4) Information Processing Model.

Front 34

Describe the AIDA model response model

Back 34

- developed to represent the stages a salesperson would need to take a person through in personal selling process.
- Attention (cognitive), Interest (affective), Desire (affective), Action (conative).

Front 35

CYTOPLASM

Back 35

All the protoplasm of a cell except that which is in the nucleus; the water fluid that contains food material necessary for growth, reproduction, and self-repair of the cell

Front 36

Describe the Innovation adoption RESPONSE Model

Back 36

- stages of which a consumer adopts a new product or service. Challenge is creating interest.
- Awareness (cognitive), Interest, Evaluation (affective), Trial, adoption (conative)

Front 37

describe the information processing RESPONSE model

Back 37

- assumes receiver in a persuasive communication situation is an information processor or problem solver.
- presentation, attention, comprehension (cognitive), yielding, retention (affective), behaviour (conative)

Front 38

What are the two alternative response Hierarchy models?

Back 38

1) Cognitive response Approach
2) Elaborate Likelihood Model (ELM)

Front 39

Describe the Cognitive Response Approach (alternative)

Back 39

1) product thoughts - counter or support arguments
2) source oriented - can be positive or negative
3) ad execution - favorable or unfavorable.

Front 40

Describe the Elaborate Likelihood Model:

Back 40

- focuses on the way consumers perceive messages based on the amount and nature of ELABORATION. (classical conditioning reinforced)
1) central route: active participant in the process, has high ability and motivation to process. Close attention to message content.
2) peripheral route: lack motivation.

Front 41

What are the 3 values of objectives?

Back 41

1) communications: make everyone aware of what company hopes to accomplish through its program. typically quantifiable, realistic and attainable.
2) Planning and Decision making: IMC
3) Measurement and Evaluation of Results: benchmark, are profits worth expenditure?

Front 42

Describe the Sales Objective Debate:

Back 42

- poor results can be due to any other marketing mix variable
- carry over effect: $ spent doesn't necessarily have an impact on sales
- are appropriate for direct-response addvertising, or packaged goods.

Front 43

What are some communication objectives?

Back 43

- develop brand awareness, change customer beliefs or attitudes, enhance purchase actions, build customer traffic, enhance firm image,
- three levels: overall IMC plan, Individual IMC tools, Individual elements of a communication tool.

Front 44

What is DAGMAR?

Back 44

- define advertising goals for advertising results.
- communication effects are the basis for ad goals and objectives against which success or failure should be measured. specific and measureable. Awarness, comprehension, conviction, action.

Front 45

What are the 4 objectives of DAGMAR?

Back 45

1) Target Audience
2) benchmark and degree of change sought
3) Concrete and Measurable tasks
4) Specified time period.

Front 46

Describe the Pyramid of Communication Effects:

Back 46

- Cognitive (90% awareness, 70% knowledge)
- Affective (40% liking, 25% preference)
- Conative (20% trial, 5% use)

Front 47

What are the 4 options for BEHAVIOURAL OBJECTIVES

Back 47

1) Trial: first purchase of focal brand ( trial objectives, retrial objectives, switching objectives, category trial objectives)
2) Repeat purchase: continued purchase of focal within time period
3) Purchase related behaviour: action that will lead to a higher chance of purchasing brand
4) Repeat consumption: continous consumption of brand purchased.

Front 48

Describe the Market Positioning Strategy:

Back 48

- How a brand should be positioned in a promotion program.
- positioning: fitting into market meaningfully from competition.
- market reaction.

Front 49

Describe a brand positioning strategy:

Back 49

- particular message that helps consumer understand product in comparison to other brands. very important.
- brand positioning strategy:intended image of a product compared to competitor in a certain competitive space (part of the IMC plan)
- brand position: exists in the mind of the target audience.

Front 50

What are the 5 stages in the Brand Positioning Strategy Decision Process?

Back 50

1) Develop market partition (category and sub category, type of product, benefit, usage)
2) ASsess competitors position ( how perceived by the consumer and consumer research)
3) Assess brand position ( how perceived, don't change uneless forecasts predict profitability)
4) Determine brand strategy (detailed written plan, subjective based on managerial experience)
5) Monitor the strategy (creativity and content needs to persuade target audience properly)

Front 51

What are 4 brand Positioning Strategy Decisions?

Back 51

1) by end benefit (salient)
2) by Brand name (price/quality/premium/low end)
3) By usage situation
4) by Category (promotion airplanes over trains etc.)

Front 52

What is the difference between differential and central positioning?

Back 52

- differential: benefits of brand embodied in the positioning and reinforced by the ads
- central: possible when the brand can claim and deliver the most salient benefits.

Front 53

What are the differences between Brand benefit vs. User positioning?

Back 53

- associated with a particular user of group of users. Identification with a specific group.
- ads emphasize how good the consumer feels while using the brand.

Front 54

What are four ways to have Brand Attitude Persuasion?

Back 54

1) Influence Attribute Belief: emphasize the imprtant attribute and remind consumers how well yours does comparatively.
2) Influence attribute importance: add more importance to an attribute (i.e skin care)
3) Add new attribute belief
4) Influence attribute belief of a competitors brand.

Front 55

What are three types of Consumer Purchase motivations?

Back 55

1) Information motives: ( problem avoidance, incomplete satisfaction, mixed approach, normal depletion)
2) Transformational motives : (sensory, purchase will improve their situation beyond a neutral state, social approval)
3) Competing positition motives

Front 56

Describe Advertising Creativity:

Back 56

- Generate fresh, unique ideas to be used as effective communication solutions. Get through the clutter, hopefully increase sales.

Front 57

Describe the steps in the Creative Process

Back 57

1) Preparation ( gather information)
2) Digestion (turning it around in the mind)
3) Incubation (get away from it, let ideas develop)
4) Illumination (see the light/solution))
5) Verification (refine the idea to see if appropriate solution)

Front 58

What is a copy platform, what 6 things belong in it?

Back 58

- end result of creative process. written document
1) basic problem or opportunity
2) target audeince
3) communication activities
4) brand position statement
5) creative strategy
6) supporting information/requirements

Front 59

What is:
- advertising campaign
- campaign theme
- creative theme

Back 59

- series of messages that make up a set of interelated and coordinated MC
- central message that is communicated in all the ad/promo activities
- marketing position strategy and communicate to intended target.

Front 60

What are the 4 approaches in guiding the search for a creative theme?

Back 60

1) Unique Selling proposition: (proposition: buy this product to get benefit, unique: to brand or claim, potent: strong enough to move people)
2) create brand image: creativity to make it memorable
3) Find the Inherent Drama: characteristics that makes the consumer purchase it
4) positioning.

Front 61

What is a message appeal?
What is the creative execution style?

Back 61

- approach used to movepeople, seek their wants and eneds, excite their interests. Influence attitudes
- the way an appeal is tunred into an advertising message,the way the message is presented to the consumer.

Front 62

What are the different types of message appeals?

Back 62

1) Rational - practical or utilitarian need for product or service. Feautres or benefits. Can be based on features, compettiive (comparison), price, news, popularity, reminder
2) Emotional: relate to social and or psychological needs. hope that positive feelings will transfer to brands, has a HIGHER retention than any other.
3) Fear appeals: emotional responses to threat or some sort of danger. Evoke response to evoke change, often social aspects. If too much, consumer will tune out.
4) Humour Appeals: best known, and most remembered. attract and hold attention, positive moood, distract receiver from counterargument.
(3 and 4 are technically emotional)

Front 63

describe the combined emotional and rational appeals:

Back 63

- emotional bomding: how they feel about the brand.
1) how the THINK in relation to benefits
2) assign a PERSONALITY to the brand
3) develop EMOTIONAL bonds with brands

Front 64

describe the characteristics of a SOURCE:

Back 64

- person involved in the message (direct or indirect)
- credibility: has to be high in order to generate receiver response
- expertise: depends on field
- trustworthy
-corport ( can be commited to quality, however can overshadow product, or leave company)

Front 65

Describe the limitations of Credible Sources:

Back 65

- more effective when audience not in favour of position in message, less important when audience has a neutral position.
- less effective when receiver initial attitude is favorable
- sleeper effect: persuasion increases with time.

Front 66

What are the 3 major categories of SOURCE ATTRACTIVNESS?

Back 66

1) similarity: more likely to be influenced by someone who is familiar (ordinary people in ads)
2) familiarity: exposure from some other context (former president)
3) likeability: affection. i.e celebs (can overshadow product)

Front 67

Describe the following ways of Creative TACTIC decisions
1) straight sell 2) scientific 3) demonstrative 4) comparison 5) testimonial 6) slice of life 7) animation 8) personality 9) imagery 10) dramatization 11) humour

Back 67

1) rational, electronic, high involvement 2) actual information 3) key advantages, product utility, TV 4) competition 5) can be effective WOM 6) real life problem real solution 7) popular for children, don't get boring 8) central character (ronald mcdonald) 9) visual stimulation/ emotional appeal 10) story with product as star 11) funny

Front 68

what are the four parts of the MESSAGE STRUCTURE?

Back 68

1) Order of presentation: first (primary effect, and last (recency effect) are remembered best.
2) Conclusion drawing: explicit more understoo, implciit better for educated who like to make own conclusions
3) Message sideness: 1) one sided: only positive, most effect if audience has a favorable opinion. 2) two sided: give good and bad, most effective with education 3) refutation: two sided, then refute the opposition
4) verbal vs. visual: can use congruently to enhance, or juxtaposed.

Front 69

what are the 4 design elements for PRINT ADS

Back 69

1) Headline: words in the leading position of the ad, most important. can be direct: straight foward or indirect: curiosity/provocation.
2) body copy: main text portions, communicate message, hold reader.
3) visual element: dominant part of ad, illustration.
4) layout: how all the elements come together.

Front 70

what are the stages that go into a TV commercial?

Back 70

1) script 2) art creates a story board 3) preproduction (choose director, company, cost estimation, timing, construction) 4) production (film, location, talent) 5) postproduction (editing, processing, shipping etc)

Front 71

Describe the FCB model

Back 71

- based on high and low involvement vs. thinking and feeling. Interchange of the three words ( learn, feel, do).

ex. if High involvement, and Thinker process: Learn, feel do.

If High involvment, but feeling - (feel, learn, do)

Front 72

describe the R&P planning model:

Back 72

- Brand Awarness Tactics: necessary precursoro to attitude. match stiuli and type of response behaviour so that understanding of brand is unambigous.
- recognition and recall.

Front 73

What are the pros and cons for measuring Effectiveness of promotional messages:

Back 73

Pros: avoid costly mistakes, evaluate alternative strategies, increase advertising efficiency.
Cons: cost, problems with research, disagreement on what to test, objectives by creative.

Front 74

What would be tested in effectivness?

Back 74

1) creative strategy decision ( audience reaction to change, test types of messages (rational vs. emotional), whether or not spokesperson is effective
2) creative tactics ( different executions or message structures)
3) other promotional tools

Front 75

when can you test effectivenss?

Back 75

1) prestest: concet test, focus group. feedback relatively inexpensive, however may not be a true representation of the final product
2) posttest: determine if it is accomplishing objectives.

Front 76

what are:
- comprehension and reaction tests:
- consumer juries:

Back 76

- Need to be sure it conveys intended message and proper reaction
- evaluate probably screen of an advertisement, needs to be objective, and the number of ads are limited.

Front 77

- what are recognition tests?

Back 77

- responsdents shown markeing piece, they are good for measuring reaction, comprehension and likeability.

Front 78

give some examples of physiological arrousal tests

Back 78

- you can measure their pupil dialation, galvanic skin response (sweat), can track their eyes, and use brain waves.

Front 79

describe test markets:

Back 79

- used to assess advertisments, cnsumer and trade promotions, pricing and new products.
- cost effective method of evaulation prior to launch, need to consider competition, resembles actual situation.

Front 80

What are some media planning challenges?

Back 80

1) insufficient information 2) inconsistent terminologies 3) difficulty measuring effectivness

Front 81

What are the 5 Media Strategy Decisions?

Back 81

1) media mix: P/S characterisitics, budget, medium etc.
2) Target audience coverage: want to reduce waste coverage
3) Geographic coverage: KNOW the brand development index and the category development index. i.e. if high BDI, and CDI, means that you have high market share, and their is good potential in market.
4) scheduling: 1) continuity: continous (commodity products) 2) Flighting : intermitent periods of ads 3) pulsing: combination of both.
5) reach vs frequency: if one ad is placed, the amount of people exposed is reach, if you do it on another show, then it is unduplicated reach, however if there is overlap it is duplicated reach wihich is an estimate of frequency.

Front 82

what are gross rating points?

Back 82

- reach x frequency
- potential audience members exposed to a series of commercials. May result in underexposing the audience.

Front 83

what is a blocking chart?

Back 83

- summary of media strategy and tactics, implementation to achieve goals. use of calender

Front 84

what is the theoretical approach to budget deicisions?

Back 84

- marginal analysis. the more expenditure doesn't necessarly mean more margins. it increases only to a point. optimal level is where MC = MR.
- weakness: assumes sales are only from adveritsing.

Front 85

What are some factors that influence the budget decisions?

Back 85

- market size, market potential, market share goals, economies of adverstising scales, imc tools.

Front 86

Describe the top down budgetting:

Back 86

- top management sets the spending limit, promotional budget is to stay within the spending limit.
- competitive parity (comparison to competitors)
- Percentage of sales
- Arbitrary allocation
- ROI
- Affordable method (whatever is left over)

Front 87

describe the bottom up budgeting:

Back 87

- promotional objectives are set, activities to achieve objectives are planned. cost of activiites are budgeted. top budget is approved by management.

Front 88

What is payout planning?

Back 88

- payment plan which determines value of the advert and promotion appropriations. When used with objective and task methods, it provides more logical approach to budget setting.

Front 89

What are the strenghts and weaknesses of using Television as a media?

Back 89

pros: creativity for cognitive and emotional response, larget target audience coverage, cost efficient per person, large attention.
- cons: schedulign flexibility, geographic coverage, reach, frequency, media image.

Front 90

What are the three ways to Buy TV time?

Back 90

1) network advertising: use of affiliates who are independs who carry the network time. simple to purchase, mass media. but can be costly and have limited time availability
2) Spot advertising: commercials shown on local tv, purchased directly. 60% of canadian ads, offers flexibility
3) Sponsorship: assume responsibility for production and usually content of program as well as advertising appearing within. Can capitalize on prestige of a high quality program, can be costly.

Front 91

describe characteristics of specialty networks:

Back 91

- many exist, has created audience fragmentation. growht occurs at the expense of conventional networks. Revenues for these are increasing.

Front 92

what are two ways to measure TV audiences, what institutions measure?

Back 92

- program rating = ( HH tuned to show / HH total)
- share = (HH tuned to show / HH watching tv)
- BBM Canada, NMD, TVB

Front 93

what are the pros and cons of radio?

Back 93

- pros: cost effieciency and low absolute costs, high reach and frequency, high target selectivity, geographic coverage, scheduling flexibility, creativity for cognitive response.
- cons: lack of emotional response, processing time, target audience coverage, attention, selective exposure, clutter, lowest involvement.