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30 Cards in this Set
- Front
- Back
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M.16.1-b
What is an "informational appeal"? What 4 aspects do we need to know in managing mass communications? |
- steps in developing an ad program
- how sales promotion decisions should be made - guide lines for effective brand-building events & experiences - how companies can exploit the potential of PR & publicity |
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M.16.2
What is advertising? |
"any paid form of non-personal presentation & promotion of"
ideas goods services by an identified sponsor [cost-effective way to disseminate messages to build a brand preference or educate ppl.] |
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M.16.3-y
What are included in Five M's? |
"mission"
"money" "message" "media" "measurement" |
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M.16.4-y
What are included in goals? |
"informative"
"persuasive" "reminder" "reinforcement" ad |
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M.16.5
What is an advertising goal? |
"a specific communication task & achievement level"
accomplished with a specific audience in a specified period |
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M.16.6
What does "informative advertising" aim to do? |
- creating "awareness & knowledge" of new products
or - new features of existing products |
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M.16.7
What does "persuasive advertising" aim to do? |
- creating liking, preference, conviction & purchase
- some can be comparative ad |
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M.16.8
What does "reminder advertising" aim to do? |
- "simulate repeating purchase" of product
e.g. Coca-cola ad |
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M.16.9
What does "reinforcement ad" seek? |
"convincing current purchase"
that they made the right choice |
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M.16.10-y
What are 5 factors in deciding advertising budget? |
"stage" in the product life cycle
"market share & consumer base" "competition & clutter" "advertising frequency" "product sustainability" |
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M.16.11
Explain the difference for new products & established brands in product life cycle stage. |
New products:
merit large budgets to "build awareness" Established: "lower budget" as a ratio of sales |
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M.16.12
What should be considered in "market share & consumer base"? |
High-market share brands:
"require less" spending for ad (% of sales to keep share) To build share by increasing mrkt size "require larger spending" |
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M.16.13
What marketers should consider in "competition / clutter"? |
In a competitive market,
DO high ad spending to be heard [b/c ad clutter fr: non-competitors creates a need for heavy advertising.] |
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M.16.14
What marketers should consider in "ad frequency"? |
# of ad repetition to convey the brand message to customers will impact on an overall ad budget.
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M.16.15
What should marketers consider in "product sustainability"? |
brand in commodity class: beer, soft drinks
REQUIRES heavy ad to establish a differential image |
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M.16.16-y
What are 3 steps do advertisers follow in campaign? |
message "generation / evaluation"
creative "development / execution" selecting "among media" |
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M.16.17
What should marketers do in "message generation & evaluation"? |
- conducting "market research"
- preparing "creative brief": key message target audience communication objectives key brand benefits supports for the brand promise media |
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M.16.18
What should marketers do in "creative development & execution"? |
important "how it says it"
- considering the adv / disadv of each medium as developing the creative strategy. |
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M.16.19
What should marketers keep in mind in "selecting among media"? |
reach: # of persons / household exposed
frequency: # of times exposed during a period impact: qualitative value of exposure in specific medium |
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M.16.20-y
What are 2 other mass tools? |
"sales promotion"
"events & experience" |
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M.16.21
What is "sales promotion"? |
"incentive tools"
"short-term" [designed to simulate quicker or greater purchase of particular products / services by consumers or the trade] |
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M.16.22
What is the risk of events? |
"unpredictable" in event's success
"beyond the sponsor's control" |
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M.16.23
What is an objective of "creating experience"? |
demonstrating
"how a brand can enrich a customer's life" |
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M.16.24-y
What kind of functions are included in PR? |
- public relations
- product publicity [targeting specific groups] - corporate communication - lobbying - counseling [crisis management] |
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M.16.25
What is the purpose of "public relations"? |
"promote / protect a company's image / individual products"
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M.16.26
What does "press relations" do? |
- presenting news / info about
the organization in the "most positive light" |
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M.16.27
What is "product publicity"? |
publicizing about "specific products"
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M.16.28
What does "corporate communication" do? |
"promoting the understanding or the organization" thru
internal external communications |
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M.16.29
What is the function "lobbying" in PR? |
"promote / defeat legislation / regulations" by dealing with legislators / government officials
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M.16.30
What is the function of "counseling" of PR? |
"Ad management about public issues"
- maintaining co's position / image during good & bad times |
