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15 Cards in this Set
- Front
- Back
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Factors that stand in the way of creating positive brand associations through advertising (5) |
No clear msg Confusion in the mkt / competition Competing msgs on same platform Bad positioning Negative associations |
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Explain confusion in the market / competition (4) |
Many brands look alike Spend money on brand but end up advertising other brands as well as consumers don't care if brands are similar Waste of advertising $, need to diff Retrieval cues too similar btwn competing prods |
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Explain negative association |
Ads that say "Perth is not a sleepy city" implies there is a preconception |
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What are 6 advertising strategies that strengthen communication effects? |
Research Recognisable audio logo Memorable slogan Visualisation Focus on one prod feature Add value and be creative *Only effective if ads reach consumers |
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Give an example of Research |
Heatmap: maps out what consumer is exposed at when looking at an ad in 5 seconds |
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Example of Recognisable audio logo (sonic branding) |
Intel |
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Visualisation (2) |
Not necessarily of core benefit, but oft actual prod features e.g. Colgate Toothbrush Not always good, such as graphs - don't always tell you anything |
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Advertising's 2 Main Measures |
Reach: Gross no of indivs exposed to ad Repetition (Contacts): No. of times each indiv exposed to ad |
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What are the differences in advertising messages to experts and novices? |
Experts process msgs when given prod attributes (actual product level) - Technical attribute focus likely to be more effective as they infer all of the related benefits - Engage in detailed processing of a msg specifying attributes Novices process msgs when given attributes and benefit info (core prod level) E.g. Camera ads |
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Limitations of Effectiveness of Reach & Contact with Traditional Advertising |
Even if successful reach, at some point eeryone who has been reached will be reached no matter amt of money spent Tech-based comm has inverted U-shaped relationship with new prod success |
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What are 2 Marketing communications strategies? |
Integrated Marketing Communications Personalised Marketing Communications |
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IMC |
Coordination of promotional efforts to generate both ST profits and build LT brand & SH value through cust involvement Integrating channels, use / coordinate diff promotional platforms Consistent msgs |
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What sort of efforts does IMC consist of? (4) |
Loyalty programs - rec imptance of cust retention & lifetime value of a cust Retail atmosphere PR Newsjacking |
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Personalised Marketing Communications (7) |
Strong when combined with IMC Consumers don't trust traditional ads More believable than a corp source Self-reinforcing (hear it from several ppl, must be true) Self-spreading (WOM generates WOM) PMC is highly involving May be planned (PR) or unplanned (viral YouTube) - successful brands mng both |
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Future of marketing communications (3) |
Marketers can create highly personalised ads and benefit consumers because you are seeking them instead of blocking them Big data & getting to know cust on personal basis Situation-specific / personal advertising |
