Mkt Ch 13

Front 1

Advertising

Back 1

non-personal communication paid for by an identified sponsor using mass media to persuade or inform

Front 2

Analysts estimate that advertising spent

Back 2

$271 billion in 2005 on advertising

Front 3

Personal digital video recorders (DVR’s) that let people skip through commercials are now roughly

Back 3

2% of US household, but DVR’s are expected to penetrate US households quickly

Front 4

***NOTE: US ad spending will be

Back 4

about $400 billion in 2015!

Front 5

***NOTE: Grey’s Anatomy

Back 5

is the most “ad-zapped” show on TV!

Front 6

Full-Service Agency

Back 6

an agency that provides most or all of the services needs to mount a campaign, including research, creation and copy of art, media selection, and production of the final messages.

***NOTE: “IMC coordinator” is NOT one of these!

Front 7

Account management

Back 7

the account manager/executive is the “soul” of the operation (ie. responsible for strategy and day to day operations)

Front 8

Creative Services

Back 8

the “heart” of the communication effort (i.e. responsible for dreaming up the appeal and message and breather life into the message)

Front 9

Research and Marketing Services

Back 9

the “brains” of the campaign (i.e. develop information an decision making)

Front 10

Media planning

Back 10

the media planner the “legs” of the campaign (i.e. pick the best communication vehicles, plan timing and message delivery)

Front 11

Developing the ad campaign

Back 11

Identify the Target Audiences --> Establish message and budget objectives --> Design the ads --> Pretest what the ads say --> Choose the media and media schedule --> Evaluate the advertising

Front 12

***P&G’s advertising expenditures were

Back 12

$8.5 billion last year

Front 13

Newspapers (Local) Ad spending

Back 13

increased 1.1% from 2004-2005, 24.8 million to 25.09 million

Front 14

Creative strategy

Back 14

the process that turns a concept into an advertisement

Front 15

Advertising Appeal

Back 15

the central idea or theme of an ad message

Front 16

Unique Selling Proposition (USP)

Back 16

an ad appeal that focuses on one clear reason why a particular product is superior.

Front 17

Comparative advertising appeal

Back 17

a comparative ad explicitly names one or more competitors

They can be very effective, but run the risk of offending other companies

Work best for brands that have smaller market share and for those firms that can focus on a specific feature that makes them superior to the major brand

Front 18

Testimonial appeal

Back 18

using a celebrity, an expert, or a ‘man on the street’ to support a product’s effectiveness. It is particularly useful for mature products that need to differentiate them from other competitors

(i.e. Pepsi vs. Coke)

Front 19

Copy Testing

Back 19

a marketing research method that seeks to measure the effectiveness of ads by determining whether consumer are receiving, comprehending and responding to the ad according to the plan.

Front 20

Aperture

Back 20

the best place and time to reach a person in he target market group

Front 21

Online advertising advantages

Back 21

i. Provides new ways to finely target customers (based largely on the use of cookies)
ii. We can measure web BEHAVIORS via clicks
iii. Online advertising can be interactive.
iv. Make more sophisticated arguments via web pages
v. Merge promotional strategy with internet-based self-service strategies
vi. ***NOTE: The ability to better protect people’s privacy is NOT one of these!
vii. ***NOTE: Online Advertising revenues – 2006, $16.8 billion

Front 22

All age groups have

Back 22

similar attitudes towards the internet.

Front 23

Age Groups would turn to

Back 23

the internet for Information

Front 24

Internet media rates highly in

Back 24

head-to-head comparison with offline media

Front 25

Media schedule

Back 25

the plant that specifies the exact media to use and when

Front 26

Advertising exposure

Back 26

the degree to which the target market will see an ad message placed in a specific vehicle

Front 27

Impressions

Back 27

the number of people who will be exposed to the message placed in one or more media vehicles

Front 28

Reach

Back 28

the % of the target market that will be exposed to the media vehicle

Front 29

Frequency

Back 29

the number of times a person in the target group will be exposed to the message. NOTE: Generally consider “3” to be the magic number

Front 30

Gross rating points (GRP)

Back 30

a measure used for comparing the effectiveness of different media vehicles

(Average reach x frequency)

Front 31

Cost per thousand

Back 31

a measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1,000 people or homes.

Front 32

Post-testing

Back 32

research conducted on consumers’ responses to actual ad messages they have seen or heard

Front 33

Unaided Recall

Back 33

a research technique conducted by telephone survey or personal interview that ask whether a person remembers seeing an ad during a specific time period

Front 34

Aided Recall

Back 34

a research techniques that uses clues to prompt answers from people about ads they might have seen

Front 35

Attitudinal Measures

Back 35

a research technique that probes a consumer’s beliefs or feeling about a product before and after being exposed to messages about it

Front 36

Stickiness

Back 36

= (frequency x duration x reach)

Front 37

Sales promotion

Back 37

is about short-term brand switching!

Front 38

Frequency programs

Back 38

customer sales promotion programs that offer discount or free product for multiple purchases over time

A.K.A. Loyalty or Continuity Programs

Front 39

Marketers offer additional

Back 39

$37 billion in coupon savings in 2005

Front 40

Attention Getting Customer Promotions:

Back 40

o Contests and Sweepstakes
o Premiums – items offered free to those people who have purchased the product
o Sampling – distributing free trial-size versions of a product to consumers
o Point-of-purchase promotion – in-store displays or signs
o Product/brand placements – placing products within the content of tv shows or movies.
 Advergaming is brand placement in video games
o Cross-promotion (cooperative advertising) – two or more products combine forces to create interest using a single promotional tool.

Front 41

Planning a PR campaign

Back 41

involves a three-step process of developing objectives, executing, and evaluating.

Front 42

Planning a PR campaign should include:

Back 42

1. A statement of objectives
2. A situation analysis
3. Specification of targeted publics, messages to be communicated, and specific program elements to be used
4. A timetable and budget
5. Discussion of how the program will be evaluated


***NOTE: “Contingency Plan” is NOT one of these!

Front 43

The basic measurement in PR

Back 43

= the measurement of print and broadcast coverage generated by PR activities

Front 44

Sponsorships

Back 44

PR activities though which companies provide financial support to help fund an event in return for publicized recognition on the company’s contribution.