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42 Cards in this Set
- Front
- Back
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Advertising
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non personal communication paid for by an identified sponsor using mass media to persuade or inform
271 billion in 2005 |
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total us ad spending will be __ in 2015
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400 billion
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DVR
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2% but caused product placement in TV shows
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Greys anatomy
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most AD zapped show
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full service agency
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an agency that provides most or all of the services needed to mount a campaign
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account management
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strategy and day to day operations
(soul) |
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creative services
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dream up the message (heart)
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research and marketing service
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develop information (brains)
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media planning
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pick best communication vehicles, plan timing (legs)
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steps in developing an advertising campaign (6)
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1. identify target audience
2. establish message and budget 3. design the ads 4. pre test what the ads will say 5. choose the media 6. evaluate advertising |
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newspapers
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most popular ad spending category
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video : procter and gamble
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P and A spent 8.5 billion on advertising
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creative strategy
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the process that turns a concept into an advertisement
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advertising appeal
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the central idea or theme of an ad message
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unique selling proposition (USP)
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an ad appeal that focuses on one clear reason why a particular product is superior
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comparative advertising
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a comparative ad explicitly names one or more competitors
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testimonial
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using a celebrity, and expert, or average guy.
USEFUL for MATURE PRODUCTS |
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copy testing
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a marketing research method that seeks to measure the effectiveness of ads by consumers reaction to the ad
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aperture
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the best place and time to reach a person in the target market group
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online adv advantages
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1. provide new ways to finely target customers (cookies)
2. measure net behavior 3. more sophisticated arguments 4. mere with internet based self service strategies NOTE: ability to protect privacy is NOT one |
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online ads revenue
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16.8 billion
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all age groups...
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have similar attitudes toward the internet
would turn to internet first similar thoughts toward tv |
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media schedule
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the plan that specifies the exact media to use and when
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advertising exposure
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the degree to which the target market will see an ad message placed in a specific vehicle
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impressions
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number of people who will be exposed to the message placed in one or more media vehicles
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reach
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percent of the target marketed that will be exposed
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frequency
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number of times a person in the target group will be exposed
(3 is magic number) |
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gross rating points (GRP)
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a measure used for comparing the effectiveness of different vehicles
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cost per thousand
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the cost to deliver a message to 1000 people or homes
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three ways to measure the impact of ads
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1. unaided recall
2. aided recall 3. attitudinal measures NOTE: product satisfaction measures are NOT among these |
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unaided recall
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a research technique conducted by telephone survey on personal interview that asks where a person remembers seeing an ad
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aided recall
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uses clues to prompt answers about ads they have seen
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attitudinal measures
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research technique that probes a consumers beliefs or feelings about a product before and after being exposed to messages about it
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stickiness =
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frequency X duration X reach
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sales promotion is about
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short term brand switching
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frequency programs
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customer sales promotion programs that offer a discount or free product for multiple purchases over time -
also called loyalty or continuity programs |
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coupon savings
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37 billion
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attention getting customer promotions (6)
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1. contest and sweepstake
2. premiums 3. sampling 4. point of purchase promotion 5. product/brand placements 6. cross promotion |
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A Public relations campaign strategy should include (5)
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1. a statement of objectives
2. a situation analysis 3. messages to be communicated 4. timetable and budget 5. discussion of how the program will be evaluated NOTE: contingency plan is NOT one of these |
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public relations process =
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developing objectives, executing, and evaluating
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measurement of print and broadcast coverage
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basic measurement tool in public relations
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sponserships
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public relation activities through which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution
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