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258 Cards in this Set
- Front
- Back
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Creative decisions should be based off of what four typical elements?
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target audience, objectives, strategy, and tactics.
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The creative target audience
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profiling the target with demographic characteristics is not enough. The target audience is often delineated more subjectively in the creative area.
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What is the objective of the creative strategy?
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to get across a message that affects the way the target audience thinks or feels about the brand.
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Creative Strategy
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consists of the guidelines for the thoughts, feelings, and impressions that are communicated with advertising and other marketing communications. These guidelines guide the copy writers and artists to develop ads that are on target and within the message strategy.
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Creative Plan
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an articulation of the strategy. The map outlines or profiles the important strategic considerations for the campaign.
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Critical elements of a creative plan/strategy
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1. Strategic Focal point, 2. Positioning statement, 3. Big unifying idea.
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What are ways to create continuity in an advertising campaign?
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slogans, taglines, and trade characters.
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Advertisers strive to unify the way people think about their advertising by?
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developing consistent theme, image, tone, or attitude in their ads.
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Theme
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the overall idea underlying the advertisement.
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Image
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focus on an idea or concept of a product, person, or institution.
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Attitude
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judgemental.
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FCB grid
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classifies products in 2 classifications. The first classification includes products consumers primarily “Think” about, as opposed to products they buy more on the basis of “feelings.” The second classification depends on whether consumers feel high involvement with the product or low involvement.
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The Rossiter Percy model
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offers two additional classifications of motives consumers have for buying a product or brand.
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Generic Strategy
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makes no competitive or superiority claims and is best used for products or brands that dominate a category. Ex: Campbell’s Soup commercials.
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Preemptive Claim
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predicts or upstages the competition by advertising a point of difference for the brand. Example: Coca-Cola
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Unique selling Proposition
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is used when a distinct competitive advantage exists; namely a differentiating factor for your brand. Ex: M&M melts in your mouth, not your hands.
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Brand image strategy
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relies on factors not inherent to a brand because specific product attributes are relatively meaningless. Rather, the advertising should build, reinforce, or change the target audience’s attitude toward the brand, primarily by concentrating on psychological or emotional appeals.
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Product positioning
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is a strategy that calls for carving out a niche for your brand in consumers’ minds relative to the competition.
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Resonance approach
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relies on fond or positive memories or feelings the target audience associates with the brand.
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Affective strategy
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seeks to form an emotional attachment between the brand and consumers. Highly charged and symbolic images or words, often combined with music, evoke heightened emotional responses from consumers.
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What makes strategy creative?
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that it is both special and different.
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“personal radar”
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today’s consumers are cynical because of a massive overload of media messages, they’ve developed a filtern mechanism to screen out most of the messages aimed their way.
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key to disrupting consumers expectations in an ad
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contrast among the various elements in an ad or simply shake up people by making them wonder what an ad means.
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creative brief
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an outline to help channel their thinking so that it is on target and on strategy.
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Traditional approaches to creating advertising
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attributes, features, benefits, branding/ brand image (personality and reputation), and brand positioning.
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attributes
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what the produce had (what it innately owns).
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features
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what the product does (how it performs, what it is used for)
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benefits
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what the product promises because of what it has or does.
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brands image
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encompasses all the associations that consumers have for a brand: important part of brand image is its personality and reputation.
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emotional bonding
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the association of feelings or emotions with the brand. The consumers’ perceptions play a leading role in aligning the brand with affective or emotional predisposition, usually based on past advertising, promotion, or experience.
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brand believers
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what consumers become if brand imaging is successful
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positioning
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describes advertisers’ actions in trying to place their brand in one place, or position, in relation to another according to their similarities or differences. What place you occupy in the consumers mind.
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Rules for talking to todays consumer
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1) don't say it, demonstrate it. 2) Don’t look or sound like an ad 3) Make the ad the logo 4) Treat brands like people 5) be honest to a fault 6) involve the consumer 7) use humor to create camaraderie with consumers 8) Sex still sells, but be careful 9) Don’t chest beat
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brand loyals
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these are your best customers who purchase large quantities of the brand on a fairly regular basis. When the brand is not available, they will wait or go to another store.
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brand switchers
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this is a group of less frequent purchasers of the brand who also buy the competitors brand.
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competitors’ brand loyals
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consumers that are loyal to competitors’ brand.
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3 ways to reduce a market situation
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1) ratian brand loyals, 2) building volume amond brand switchers, and 3) initiating trail and gaining some conversion among your competitors’ loyals.
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main conversity surround the use of sales promotions
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its long term impact on brand equity. Considered to be a bribe to steal sales and market share at the expense of brand equity.
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argument for sales promotions
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when done very well, it provides companies with the ability to combine short term sales results with long term equity building.
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consumer oriented promotions
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are targeted to the final consumers in the channel of distribution to induce them to buy a brand, for example: product samples, coupons, and premiums.
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trade oriented promotions
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are aimed at distributors and retailers to influence them to carry a product and promote it. For example: trade allowances, dealer contests, point of purchase displays.
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Trade allowance
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is a reduced wholesale price charged to distributors and retailers in return for preferential treatment.
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good sales promotion objectives are?
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targeted and measurable.
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sales velocity
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added characteristic to sales promotion objectives specifically toward increasing the speed or frequency with which consumers buy your brand.
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What does sale promotions add to a campaign?
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an action oriented component to the campaign and provides a vehicle for reaching the trade and sales force.
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Trade objectives for sales promotions often includes what?
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obtaining or improving shelf space and position, building inventories for the brand, gaining trade support through display and advertising help, and generating enthusiasm for a new product introduction.
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push pull strategy
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to move your brand through its channel of distribution to the final consumer. Trade promotions push the product through the distribution channel to the retail outlet and consumer promotions pull the ultimate consumer into the store to buy the brand.
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sampling
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is a highly effective but relatively expensive way to a achieve a trail of a product. Usually delivered through in store, mail, or door to door placement.
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Couponing advantages
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allow you to offer a reduced price on a product to those in your market who are price sensitive without having to offer the discount to everybody, assures the manufacturer that the savings are going to the consumers, offer a temporary price reduction in price, and retailers can use coupons for their own promotional programs.
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how are coupons mostly delivered
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in free standing inserts in newspapers, mail, in stores, on and in product packaging, newspapers as part of the run of the paper advertising and through media such as magazines.
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design guidelines for creating coupons
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make the coupon instantly recognizable as a coupon, be sure that the face value and expiration date are easy to see and read on the coupon, include the UPC and manufacturer’s coupon code, put a picture of the package of the coupon to help the consumer redeem the coupon for the right product, do not bury the coupon in complicated graphics in an ad or wherever it is being displayed.
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Premiums
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are offers of merchandise or services for free or at a reduced price as tangible rewards or incentives for the purchase of a product. ex: small toy inside happy meal
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continuity plans
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encourage consumers to use the brand on a continuous basis by saving coupons, proof of purchase, stamps, or some item that is then turned in for the premium.
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Rebates and refunds
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are offers by product manufactures to reimburse some portion of the purchase price of a product upon receipt of consumer proof of purchase. Used to stimulate product trial, move large inventories, and boost sluggish sales of durables.
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Purchase incentives
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are payments made primarily in the packaged goods business to distributors and retailers to encourage them to purchase a brand if they have not done so before, restock if they do carry it, or increase their inventory.
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4 basic ways purchase incentives can be offered
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as a slotting allowance, as an off invoice purchase allowance, as dating or the extension of payment terms, and in the form of free goods.
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slotting allowance
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a payment to distributors and retailers to gain distribution, warehouse space, computer space, and shelf space. typically 5-15%
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off invoice purchase allowances
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reductions in price of the product to the trade, usually 5%-25% of the regular invoice.
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dating or extension of payment terms
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is a trade promotion that gives the distributor a discount if payment is made within a specific period but allows a longer period before full payment is required.
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display and merchandising allowances
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paid to retailers to obtain extra in-store effort to make a product more visible to consumers.
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point of purchase display items
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manufacturers provide for retailers so it can add visibility in stores, such as shelf talker or poster.
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trade shows and sales meetings
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two promotional channels that are often an important part of a brand’s marketing communications campaign. opportunity to showcase and demonstrate new products to members of the trade.
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will the role of marketing public relations likely increase or decrease?
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increase
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Corporate public relations
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activities are focused on a company’s non marketing communication goals, which might fall broadly under the corporate umbrella image.
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advantage and disadvantage of PR
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it is more credible, easily integratable into a campaign, relatively less expensive, can get hard to reach audiences such as publics or stakeholders, flexibility , but there is a lack of control over message content and timing.
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positive publicity can contribute to your ability to achieve marketing objectives by
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informing your consumers how to select, buy, and use the product, persuading the target audience to purchase your brand, dispelling negative opinions or information about your brand, building store traffic, and supporting event sponsorship, trade shows, and other promotional activities.
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direct marketing
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is any activity a company uses to communicate directly to prospects that allows them to respond back to the company.
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growing importance of direct marketing is due to
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the credit card, the toll free number, computer technology , and accountability.
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database marketing
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starts with either the existence or development of a database of customers and prospective customers information stored in a computer.
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Direct marketing objectives
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statements that accurately describe what is to be accomplished over a specified period.the most action oriented of the marketing communication objectives.
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Direct marketing strategies
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methods, activities, and events that will be employed to achieve the objectives.
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ultimate reason for including direct marketing in a plan
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to stimulate action on the part of the consumer and build a relationship that leads to repeat purchases.
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Ten factors to consider when developing your direct marketing offer
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price, shipping and handling, unit of sale, optional features, future obligations, credit options, incentives, time limits, quantity limits, and guarantees.
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most important things to sell for copy for direct marketing offers is
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the value of the benefit to be derived from the product or service and confidence in the company.
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Copywriter guidelines on headlines (direct marketing)
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avoid headlines that fail to involve readers, never assume your reader knows as much as you do, and stifle the urge to be subtle or obscure.
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guidelines on visuals (direct marketing)
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get rid of visuals that do not reinforce the written message, eliminate visuals that overpower the message and therefore create confusion, and do not use clever visuals as an excuse for not being able to create a genuine message.
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Guidelines on consumer motivation (direct marketing)
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do not confuse your enthusiasm and knowledge of the product with the fact that others will not know how good it is unless you tell and show them, and do not assume that simply showing your product will make people run out to buy or order it from you.
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On the offer guidelines ( direct marketing)
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fine print, tiny type, asterisks in your copy, and minisupers on TV put your consumers on guard and work against their confidence in your offer and offers with strings attached or hidden disclaimers will hurt your image and future sales.
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guidelines on your ego
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the reader does not care about you but about what you can do for them and make the reader feel special even when you are claiming that he or she is one of a large group of people who have bought the product or service.
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direct marketing main advantage
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the flexibility it offers because of the variety of media that can be used to deliver a message.
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catalogs
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the primary medium used to sell merchandise to highly segmented audiences on a national scale.
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other mediums for direct marketing
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home shopping networks, internet, print, radio, telemarketing.
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Evaluative research
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the measuring the effectiveness for advertising and related marketing communications.
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Planners tend to ask what 3 questions when measuring effectiveness of a campaign
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1.whether to measure? 2. when to measure? 3. What to measure?
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3 reasons for measuring effectiveness
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avoiding costly mistakes, evaluating alternative strategies, and increasing the efficiency of advertising in general.
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5 reasons for not measuring effectiveness
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cost can be high, research problems (unvaluable) , disagreement over what to test, creativity objections (creatives do not like it because it limits creativity and does not measure full impact), and it takes time.
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measurement add what?
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greater precision to marketing decisions.
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Benefits to evaluating measures as part of a system over evaluating a campaign on an ad hoc basis?
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systems tend to evolve, systems provide benchmarks for learning over time, systems promote a holistic approach rather than a functional approach to solving marketing communications problems, and research systems reside in the company (or its agency)
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task orientated approach to evaluating campaign
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this approach organizes evaluative measures chronologically, according to when the need typically arises to evaluate some aspect of the campaign.
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4 stages of a campaign where it is common to use some type of evaluative testing
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at the beginning of the creative process (concept testing), in the middle and at the end of the creative process (copy testing), while the advertising is appearing in the media (concurrent testing), and after the advertising has appeared in the media (post testing)
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concept testing purpose
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to get feedback from the consumer before a lot of time, money, and efforts are spent on producing expensive ads.
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what to test in concept testing
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typically evaluates the product name, slogans, campaign themes, advertising claims, and the basic product positioning, Then test specific variable that affect the execution of an ad are tested.
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how to concept test
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focus groups, mail intercepts, one on one interviews
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test and techniques that are used for developmental research, but can sometimes be used for concept testing are
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projective tests, laddering techniques, structured and semistructured questionnaires, attitude and opinion scales, and paired comparison tests
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copy testing purpose
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is used primarily to predict the effectiveness of an ad or campaign and to help understand the ad so it can be developed further.
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value of copy testing
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its ability to evaluate the effectiveness of an ad defined in terms of some criterion such as awareness, persuasion, or likeability.
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Diagnostics
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type of testing designed to improve ads. Very rare that it tells a creative how to improve a commercial because it only says what is wrong with the ad and highly unlikely says what to do to correct it. Participants are given a series of open ended questions about reactions.
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Executional diagnostics
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test that is designed to improve specific elements within a commercial.
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frame by frame diagnostics
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are frequently used to help markets understand why a television commercial has not tested very well on some other type of test. Reaction for viewers by individual scenes. Interviewer then asks them to explain why or why not these like a particular scene.
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Picture sort techniques
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a deck of still photographs taken from the commercial and being tested. Respondents are recruited and screen for target audience membership at mall intercept locations.
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Communication playback
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a type of test that can be used for both diagnostic and evaluative purposes. The intent is to evaluate whether the essential points within an ad have been communicated
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tachistoscope or t scope
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measures respondents perceptions of various elements in print ads by flashing images and interviewing them after.
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eye movement camera
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an analysts is able to determine which element in the ad first received the viewer’s attention, which path the viewer followed next within the ad, and how much time each element was viewed.
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persuasion measures
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subjects are asked to indicate their brand preference or usafe before exposure to a series of television commercials. After exposure they are rested and asked to indicate their brand preferences should they win a drawing giving them a market basket full of various products.
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storyboards
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a series of visual frames and script of key audio used to represent a proposed commercial.
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Animatic
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film or videotape of a series of drawings with audio used to represent a proposed commercial.
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Photomatic
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film or videotape of a series of photographs with audio used to represent a proposed commercial.
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Ripomatic
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footage taken from other existing commercials and spliced together
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Liveamatic
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rough film or videotape of live talent photographed for a proposed commercial.
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PACT (Positioning Advertising copy testing) 9 principles
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1) a good copy-testing system provides measurements that are relevant to the objectives of the advertising. 2) A good copy testing system is one that requires agreement about how the results will be used in advance of each specific test 3) a good copy testing system provides multiple measurements because single measurements are generally inadequate to assess the performance of an ad. 4) A good copy testing system is based on a model of human response to communication the reception of a stimulus, the comprehension of a stimulus, and the response to the stimulus. 5) A good copy testing system allows for consideration of whether the advertising stimulus should be exposed more than once 6) a good copy testing system recognizes that the more finished a piece of copy is, the more soundly it can be evaluated and requires, as a minimum, that alternative executions be tested in the same degree of finish. 7) a good copy testing system provides controls to avoid the biasing effects of the exposure context. 8) a good copy testing system is one that takes into account basic considerations of sample definition. 9) A good copy testing system demonstrates reliability and validity empirically.
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Tracking studies
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consumer survey that helps monitor if some aspect of the plan or some area within the marketplace is doing well
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companies track because they want to know information about…
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awareness, attitude, communication playback (if the are getting the right message across), reported product usage (sales taking place), and product satisfaction.
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Popular tracking methods used
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telephone interview, email interviews, diaries, pantry checks, mall intercepts, product audits and scanner data.
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Two dominant firms in business gathering product and scanner data
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ACNielsen and Information Resources, Inc.
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SCANTRACk
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UPC bar coded transaction recorded scanning service that provides information for food, grocery and general merchandise manufacturer
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PROCISION
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UPC bar coded transaction recorded scanning service for health and beauty aids manufacturers.
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Nielsen provides information on what major elements
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marketing mix ( product, pricing, distribution, promotion)
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coincidental studies
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designed primarily to evaluate or measure advertising and media usage while consumers are exposed to the media. Telephone interviews are typically used for this.
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Post testing vs concurrent testing
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post testing refers to testing at the end of a campaing, whereas concurrent testing generally refers to testing that takes place in an ongoing campaign.
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Post Testing is done for what two basic reasons
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1) measuring the effects of a campaign provides a rigorous, objective way to asses the performance of the individual who have worked on the campaign, and 2) a well conceived testing program can provide benchmarks against which future campaigns can be developed.
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Criteria used for posttesting
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recognition, recall, attitudes & awareness, sales, and inquiries.
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Noted
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the percentage of issue readers who remembered having seen the ad previously.
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Seen associated
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the percentage of readers who remembered seeing some part of the ad that clearly indicated the brand name or advertiser.
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Read most
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the percentage who read 50% or more of the copy in the ad.
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Signature
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the percentage of readers who remembered seeing the brand name or logo.
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4 measures of impact of a television commercial
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intrusiveness, idea communication, persuasion, and commercial reaction.
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Best known magazine aided recall test
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Gallup and Robinson Rapid Ad MEasurement.
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4 questions to answer at the beginning putting your presentation together
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to whom will you be presenting? where will you give your presentation? how will you present your material? what is the one thing you want your audience to remember when the presentation is over?
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three basic types of audiences
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clients, review panels, and faculty.
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|
Creative decisions should be based off of what four typical elements?
|
target audience, objectives, strategy, and tactics.
|
|
|
The creative target audience
|
profiling the target with demographic characteristics is not enough. The target audience is often delineated more subjectively in the creative area.
|
|
|
What is the objective of the creative strategy?
|
to get across a message that affects the way the target audience thinks or feels about the brand.
|
|
|
Creative Strategy
|
consists of the guidelines for the thoughts, feelings, and impressions that are communicated with advertising and other marketing communications. These guidelines guide the copy writers and artists to develop ads that are on target and within the message strategy.
|
|
|
Creative Plan
|
an articulation of the strategy. The map outlines or profiles the important strategic considerations for the campaign.
|
|
|
Critical elements of a creative plan/strategy
|
1. Strategic Focal point, 2. Positioning statement, 3. Big unifying idea.
|
|
|
What are ways to create continuity in an advertising campaign?
|
slogans, taglines, and trade characters.
|
|
|
Advertisers strive to unify the way people think about their advertising by?
|
developing consistent theme, image, tone, or attitude in their ads.
|
|
|
Theme
|
the overall idea underlying the advertisement.
|
|
|
Image
|
focus on an idea or concept of a product, person, or institution.
|
|
|
Attitude
|
judgemental.
|
|
|
FCB grid
|
classifies products in 2 classifications. The first classification includes products consumers primarily “Think” about, as opposed to products they buy more on the basis of “feelings.” The second classification depends on whether consumers feel high involvement with the product or low involvement.
|
|
|
The Rossiter Percy model
|
offers two additional classifications of motives consumers have for buying a product or brand.
|
|
|
Generic Strategy
|
makes no competitive or superiority claims and is best used for products or brands that dominate a category. Ex: Campbell’s Soup commercials.
|
|
|
Preemptive Claim
|
predicts or upstages the competition by advertising a point of difference for the brand. Example: Coca-Cola
|
|
|
Unique selling Proposition
|
is used when a distinct competitive advantage exists; namely a differentiating factor for your brand. Ex: M&M melts in your mouth, not your hands.
|
|
|
Brand image strategy
|
relies on factors not inherent to a brand because specific product attributes are relatively meaningless. Rather, the advertising should build, reinforce, or change the target audience’s attitude toward the brand, primarily by concentrating on psychological or emotional appeals.
|
|
|
Product positioning
|
is a strategy that calls for carving out a niche for your brand in consumers’ minds relative to the competition.
|
|
|
Resonance approach
|
relies on fond or positive memories or feelings the target audience associates with the brand.
|
|
|
Affective strategy
|
seeks to form an emotional attachment between the brand and consumers. Highly charged and symbolic images or words, often combined with music, evoke heightened emotional responses from consumers.
|
|
|
What makes strategy creative?
|
that it is both special and different.
|
|
|
“personal radar”
|
today’s consumers are cynical because of a massive overload of media messages, they’ve developed a filtern mechanism to screen out most of the messages aimed their way.
|
|
|
key to disrupting consumers expectations in an ad
|
contrast among the various elements in an ad or simply shake up people by making them wonder what an ad means.
|
|
|
creative brief
|
an outline to help channel their thinking so that it is on target and on strategy.
|
|
|
Traditional approaches to creating advertising
|
attributes, features, benefits, branding/ brand image (personality and reputation), and brand positioning.
|
|
|
attributes
|
what the produce had (what it innately owns).
|
|
|
features
|
what the product does (how it performs, what it is used for)
|
|
|
benefits
|
what the product promises because of what it has or does.
|
|
|
brands image
|
encompasses all the associations that consumers have for a brand: important part of brand image is its personality and reputation.
|
|
|
emotional bonding
|
the association of feelings or emotions with the brand. The consumers’ perceptions play a leading role in aligning the brand with affective or emotional predisposition, usually based on past advertising, promotion, or experience.
|
|
|
brand believers
|
what consumers become if brand imaging is successful
|
|
|
positioning
|
describes advertisers’ actions in trying to place their brand in one place, or position, in relation to another according to their similarities or differences. What place you occupy in the consumers mind.
|
|
|
Rules for talking to todays consumer
|
1) don't say it, demonstrate it. 2) Don’t look or sound like an ad 3) Make the ad the logo 4) Treat brands like people 5) be honest to a fault 6) involve the consumer 7) use humor to create camaraderie with consumers 8) Sex still sells, but be careful 9) Don’t chest beat
|
|
|
brand loyals
|
these are your best customers who purchase large quantities of the brand on a fairly regular basis. When the brand is not available, they will wait or go to another store.
|
|
|
brand switchers
|
this is a group of less frequent purchasers of the brand who also buy the competitors brand.
|
|
|
competitors’ brand loyals
|
consumers that are loyal to competitors’ brand.
|
|
|
3 ways to reduce a market situation
|
1) ratian brand loyals, 2) building volume amond brand switchers, and 3) initiating trail and gaining some conversion among your competitors’ loyals.
|
|
|
main conversity surround the use of sales promotions
|
its long term impact on brand equity. Considered to be a bribe to steal sales and market share at the expense of brand equity.
|
|
|
argument for sales promotions
|
when done very well, it provides companies with the ability to combine short term sales results with long term equity building.
|
|
|
consumer oriented promotions
|
are targeted to the final consumers in the channel of distribution to induce them to buy a brand, for example: product samples, coupons, and premiums.
|
|
|
trade oriented promotions
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are aimed at distributors and retailers to influence them to carry a product and promote it. For example: trade allowances, dealer contests, point of purchase displays.
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Trade allowance
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is a reduced wholesale price charged to distributors and retailers in return for preferential treatment.
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good sales promotion objectives are?
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targeted and measurable.
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sales velocity
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added characteristic to sales promotion objectives specifically toward increasing the speed or frequency with which consumers buy your brand.
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What does sale promotions add to a campaign?
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an action oriented component to the campaign and provides a vehicle for reaching the trade and sales force.
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Trade objectives for sales promotions often includes what?
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obtaining or improving shelf space and position, building inventories for the brand, gaining trade support through display and advertising help, and generating enthusiasm for a new product introduction.
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push pull strategy
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to move your brand through its channel of distribution to the final consumer. Trade promotions push the product through the distribution channel to the retail outlet and consumer promotions pull the ultimate consumer into the store to buy the brand.
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sampling
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is a highly effective but relatively expensive way to a achieve a trail of a product. Usually delivered through in store, mail, or door to door placement.
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Couponing advantages
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allow you to offer a reduced price on a product to those in your market who are price sensitive without having to offer the discount to everybody, assures the manufacturer that the savings are going to the consumers, offer a temporary price reduction in price, and retailers can use coupons for their own promotional programs.
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how are coupons mostly delivered
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in free standing inserts in newspapers, mail, in stores, on and in product packaging, newspapers as part of the run of the paper advertising and through media such as magazines.
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design guidelines for creating coupons
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make the coupon instantly recognizable as a coupon, be sure that the face value and expiration date are easy to see and read on the coupon, include the UPC and manufacturer’s coupon code, put a picture of the package of the coupon to help the consumer redeem the coupon for the right product, do not bury the coupon in complicated graphics in an ad or wherever it is being displayed.
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Premiums
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are offers of merchandise or services for free or at a reduced price as tangible rewards or incentives for the purchase of a product. ex: small toy inside happy meal
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continuity plans
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encourage consumers to use the brand on a continuous basis by saving coupons, proof of purchase, stamps, or some item that is then turned in for the premium.
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Rebates and refunds
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are offers by product manufactures to reimburse some portion of the purchase price of a product upon receipt of consumer proof of purchase. Used to stimulate product trial, move large inventories, and boost sluggish sales of durables.
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Purchase incentives
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are payments made primarily in the packaged goods business to distributors and retailers to encourage them to purchase a brand if they have not done so before, restock if they do carry it, or increase their inventory.
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4 basic ways purchase incentives can be offered
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as a slotting allowance, as an off invoice purchase allowance, as dating or the extension of payment terms, and in the form of free goods.
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slotting allowance
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a payment to distributors and retailers to gain distribution, warehouse space, computer space, and shelf space. typically 5-15%
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off invoice purchase allowances
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reductions in price of the product to the trade, usually 5%-25% of the regular invoice.
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dating or extension of payment terms
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is a trade promotion that gives the distributor a discount if payment is made within a specific period but allows a longer period before full payment is required.
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display and merchandising allowances
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paid to retailers to obtain extra in-store effort to make a product more visible to consumers.
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point of purchase display items
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manufacturers provide for retailers so it can add visibility in stores, such as shelf talker or poster.
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trade shows and sales meetings
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two promotional channels that are often an important part of a brand’s marketing communications campaign. opportunity to showcase and demonstrate new products to members of the trade.
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will the role of marketing public relations likely increase or decrease?
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increase
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Corporate public relations
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activities are focused on a company’s non marketing communication goals, which might fall broadly under the corporate umbrella image.
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advantage and disadvantage of PR
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it is more credible, easily integratable into a campaign, relatively less expensive, can get hard to reach audiences such as publics or stakeholders, flexibility , but there is a lack of control over message content and timing.
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positive publicity can contribute to your ability to achieve marketing objectives by
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informing your consumers how to select, buy, and use the product, persuading the target audience to purchase your brand, dispelling negative opinions or information about your brand, building store traffic, and supporting event sponsorship, trade shows, and other promotional activities.
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direct marketing
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is any activity a company uses to communicate directly to prospects that allows them to respond back to the company.
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growing importance of direct marketing is due to
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the credit card, the toll free number, computer technology , and accountability.
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database marketing
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starts with either the existence or development of a database of customers and prospective customers information stored in a computer.
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Direct marketing objectives
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statements that accurately describe what is to be accomplished over a specified period.the most action oriented of the marketing communication objectives.
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Direct marketing strategies
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methods, activities, and events that will be employed to achieve the objectives.
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ultimate reason for including direct marketing in a plan
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to stimulate action on the part of the consumer and build a relationship that leads to repeat purchases.
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Ten factors to consider when developing your direct marketing offer
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price, shipping and handling, unit of sale, optional features, future obligations, credit options, incentives, time limits, quantity limits, and guarantees.
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most important things to sell for copy for direct marketing offers is
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the value of the benefit to be derived from the product or service and confidence in the company.
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Copywriter guidelines on headlines (direct marketing)
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avoid headlines that fail to involve readers, never assume your reader knows as much as you do, and stifle the urge to be subtle or obscure.
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guidelines on visuals (direct marketing)
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get rid of visuals that do not reinforce the written message, eliminate visuals that overpower the message and therefore create confusion, and do not use clever visuals as an excuse for not being able to create a genuine message.
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Guidelines on consumer motivation (direct marketing)
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do not confuse your enthusiasm and knowledge of the product with the fact that others will not know how good it is unless you tell and show them, and do not assume that simply showing your product will make people run out to buy or order it from you.
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On the offer guidelines ( direct marketing)
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fine print, tiny type, asterisks in your copy, and minisupers on TV put your consumers on guard and work against their confidence in your offer and offers with strings attached or hidden disclaimers will hurt your image and future sales.
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guidelines on your ego
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the reader does not care about you but about what you can do for them and make the reader feel special even when you are claiming that he or she is one of a large group of people who have bought the product or service.
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direct marketing main advantage
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the flexibility it offers because of the variety of media that can be used to deliver a message.
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catalogs
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the primary medium used to sell merchandise to highly segmented audiences on a national scale.
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other mediums for direct marketing
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home shopping networks, internet, print, radio, telemarketing.
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Evaluative research
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the measuring the effectiveness for advertising and related marketing communications.
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Planners tend to ask what 3 questions when measuring effectiveness of a campaign
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1.whether to measure? 2. when to measure? 3. What to measure?
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3 reasons for measuring effectiveness
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avoiding costly mistakes, evaluating alternative strategies, and increasing the efficiency of advertising in general.
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5 reasons for not measuring effectiveness
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cost can be high, research problems (unvaluable) , disagreement over what to test, creativity objections (creatives do not like it because it limits creativity and does not measure full impact), and it takes time.
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measurement add what?
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greater precision to marketing decisions.
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Benefits to evaluating measures as part of a system over evaluating a campaign on an ad hoc basis?
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systems tend to evolve, systems provide benchmarks for learning over time, systems promote a holistic approach rather than a functional approach to solving marketing communications problems, and research systems reside in the company (or its agency)
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task orientated approach to evaluating campaign
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this approach organizes evaluative measures chronologically, according to when the need typically arises to evaluate some aspect of the campaign.
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4 stages of a campaign where it is common to use some type of evaluative testing
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at the beginning of the creative process (concept testing), in the middle and at the end of the creative process (copy testing), while the advertising is appearing in the media (concurrent testing), and after the advertising has appeared in the media (post testing)
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concept testing purpose
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to get feedback from the consumer before a lot of time, money, and efforts are spent on producing expensive ads.
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what to test in concept testing
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typically evaluates the product name, slogans, campaign themes, advertising claims, and the basic product positioning, Then test specific variable that affect the execution of an ad are tested.
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how to concept test
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focus groups, mail intercepts, one on one interviews
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test and techniques that are used for developmental research, but can sometimes be used for concept testing are
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projective tests, laddering techniques, structured and semistructured questionnaires, attitude and opinion scales, and paired comparison tests
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copy testing purpose
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is used primarily to predict the effectiveness of an ad or campaign and to help understand the ad so it can be developed further.
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value of copy testing
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its ability to evaluate the effectiveness of an ad defined in terms of some criterion such as awareness, persuasion, or likeability.
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Diagnostics
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type of testing designed to improve ads. Very rare that it tells a creative how to improve a commercial because it only says what is wrong with the ad and highly unlikely says what to do to correct it. Participants are given a series of open ended questions about reactions.
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Executional diagnostics
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test that is designed to improve specific elements within a commercial.
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frame by frame diagnostics
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are frequently used to help markets understand why a television commercial has not tested very well on some other type of test. Reaction for viewers by individual scenes. Interviewer then asks them to explain why or why not these like a particular scene.
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Picture sort techniques
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a deck of still photographs taken from the commercial and being tested. Respondents are recruited and screen for target audience membership at mall intercept locations.
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Communication playback
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a type of test that can be used for both diagnostic and evaluative purposes. The intent is to evaluate whether the essential points within an ad have been communicated
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tachistoscope or t scope
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measures respondents perceptions of various elements in print ads by flashing images and interviewing them after.
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eye movement camera
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an analysts is able to determine which element in the ad first received the viewer’s attention, which path the viewer followed next within the ad, and how much time each element was viewed.
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persuasion measures
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subjects are asked to indicate their brand preference or usafe before exposure to a series of television commercials. After exposure they are rested and asked to indicate their brand preferences should they win a drawing giving them a market basket full of various products.
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storyboards
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a series of visual frames and script of key audio used to represent a proposed commercial.
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Animatic
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film or videotape of a series of drawings with audio used to represent a proposed commercial.
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Photomatic
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film or videotape of a series of photographs with audio used to represent a proposed commercial.
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Ripomatic
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footage taken from other existing commercials and spliced together
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Liveamatic
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rough film or videotape of live talent photographed for a proposed commercial.
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PACT (Positioning Advertising copy testing) 9 principles
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1) a good copy-testing system provides measurements that are relevant to the objectives of the advertising. 2) A good copy testing system is one that requires agreement about how the results will be used in advance of each specific test 3) a good copy testing system provides multiple measurements because single measurements are generally inadequate to assess the performance of an ad. 4) A good copy testing system is based on a model of human response to communication the reception of a stimulus, the comprehension of a stimulus, and the response to the stimulus. 5) A good copy testing system allows for consideration of whether the advertising stimulus should be exposed more than once 6) a good copy testing system recognizes that the more finished a piece of copy is, the more soundly it can be evaluated and requires, as a minimum, that alternative executions be tested in the same degree of finish. 7) a good copy testing system provides controls to avoid the biasing effects of the exposure context. 8) a good copy testing system is one that takes into account basic considerations of sample definition. 9) A good copy testing system demonstrates reliability and validity empirically.
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Tracking studies
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consumer survey that helps monitor if some aspect of the plan or some area within the marketplace is doing well
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companies track because they want to know information about…
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awareness, attitude, communication playback (if the are getting the right message across), reported product usage (sales taking place), and product satisfaction.
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Popular tracking methods used
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telephone interview, email interviews, diaries, pantry checks, mall intercepts, product audits and scanner data.
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Two dominant firms in business gathering product and scanner data
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ACNielsen and Information Resources, Inc.
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SCANTRACk
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UPC bar coded transaction recorded scanning service that provides information for food, grocery and general merchandise manufacturer
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PROCISION
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UPC bar coded transaction recorded scanning service for health and beauty aids manufacturers.
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Nielsen provides information on what major elements
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marketing mix ( product, pricing, distribution, promotion)
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coincidental studies
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designed primarily to evaluate or measure advertising and media usage while consumers are exposed to the media. Telephone interviews are typically used for this.
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Post testing vs concurrent testing
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post testing refers to testing at the end of a campaing, whereas concurrent testing generally refers to testing that takes place in an ongoing campaign.
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Post Testing is done for what two basic reasons
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1) measuring the effects of a campaign provides a rigorous, objective way to asses the performance of the individual who have worked on the campaign, and 2) a well conceived testing program can provide benchmarks against which future campaigns can be developed.
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Criteria used for posttesting
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recognition, recall, attitudes & awareness, sales, and inquiries.
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Noted
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the percentage of issue readers who remembered having seen the ad previously.
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Seen associated
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the percentage of readers who remembered seeing some part of the ad that clearly indicated the brand name or advertiser.
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Read most
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the percentage who read 50% or more of the copy in the ad.
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Signature
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the percentage of readers who remembered seeing the brand name or logo.
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4 measures of impact of a television commercial
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intrusiveness, idea communication, persuasion, and commercial reaction.
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Best known magazine aided recall test
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Gallup and Robinson Rapid Ad MEasurement.
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4 questions to answer at the beginning putting your presentation together
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to whom will you be presenting? where will you give your presentation? how will you present your material? what is the one thing you want your audience to remember when the presentation is over?
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three basic types of audiences
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clients, review panels, and faculty.
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