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123 Cards in this Set
- Front
- Back
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Know the 3 purposes of marketing research |
1. To recruit new customers
2. To retain your current customers
3. To regain lost customers
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Know the different categories of advertising research |
1. Advertising Strategy Research 2. Product concept 3. Pre-testing 4. Post-testing 5. Target Audience Selection 6. Media Selection 7. Creative Concept Research
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Quantitative Research |
To gain reliable, hard statistics (numbers orientated) information about specific market conditions or situations. (i.e. Observation, Experiments, & Surveys)
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Qualitative Research |
In depth, open-ended responses rather than yes or no answers to gain insight into both the population whose opinion will be sampled and the subject matter itself.
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Qualitative Methods |
1. Projective techniques
2. Intensive techniques
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Quantitative Methods |
1. Observation
2. Experiment
3. Survey
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Know the different concerns of advertising/marketing research Pt 1.
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1. Validity - Results free of bias
2. Reliability - Are the results consistent?
3. Sampling methods - Random samples
4. Ethical concerns
5. Social response bias - “Do you text and drive?”
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Know the different concerns of advertising/marketing research Pt 2.
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1. Leading questions - “Of course you like Coke right?”
2. Reactivity effects - Experimental studies
3. Demand characteristics - Participants respond in a manner th |
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Pre-testing |
Essentially testing the ads before they run
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Pro-testing
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Evaluating the effectiveness of an ad or campaign after it runs. Helps for future ads.
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DeLorme & Reid (1999) product placement study |
1. This study tested Product placement in movies
2. The results showed that Younger movie goers thought of the product placement as comforting and familiar, allowing them to relate to the characters in the movie. Older movie-goers thought the product placement was discomforting and didn’t like the change. They thought of the product placement as a distraction.
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Elder & Krishna (2010) advertising copy study
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1. This study tested Multiple sense advertisements versus single sense advertisements.
2. The results showed that For potato chips, multi sense advertisements lead to high taste perceptions and more positive sensory thoughts. For gum, “stimulate your senses” advertisements increased taste perceptions and more positive sensory thoughts. For popcorn, multi sense advertisements did not do any worse or better than the single sense.
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Jin & Phua (2014) Twitter study |
1. Following celebrities tweets about brands: The impact of twitter based electronic word-of-mouth on consumers’ source credibility perception, buying intention, and social identification with celebrities.
2. Results: Number of followers influences consumers’ perceived credibility (physical attraction, trustworthiness, and competence). Number of followers also interacted with positively valenced tweets to impact product involvement, and purchase intentions Low number of followers and negatively valenced tweets significantly predicted intentions to spread eWOM A prosocial celebrity was rated higher on source credibility and social identification
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Sale-Target Objectives |
Sales-target objectives - Goals related to increasing or maintaining sales volume.
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Communication Objectives |
Communication objectives - Goals related to comprehension, awareness, knowledge, or attitude change.
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Importance of new customers vs. current customers |
1. New customers - Have caught on to an ad b/c of market research and advertisements. 2. Old customers - Already established to a company due to market research and the liking of advertisements.
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Know the steps in the advertising plan... |
1) Product strategy - packaging
2) Price strategy - price for quality relationship
3) Distribution and manufacturing - linking the quality of its products as well as their name and look, with the company's philosophy toward affecting the planet
4) Promotion - consumer/customer initiatives
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Consumers learn about brands via a variety of avenues:
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TV Advertising Friends & Family Internet Newspaper Radio Retail Stores Magazine Advertisements Social Networking Sites Entertainment (TV Shows, Movies) Direct Email |
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New Belgium’s Marketing Strategy: |
Market Segments: NBB segments the beer market through values, attitudes, and lifestyles.
Industry Segment: NBB competes in the craft or micro brew segment of the beer industry
Focus (Product Concept): to produce High Quality and Environmentally Conscious Beer
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New Belgium’s Advertising and Promotion: |
1. TV Advertisement
2. Magazine Advertising
3. Word of Mouth Campaigning
4. Sponsorships
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Bottom-up marketing- |
Mainly driven by employees of a company. Unlike traditional marketing, in which executives create a marketing plan and strategy, bottom-up marketing believes that employees know more about the customer than the senior management does. In this strategy, employees are tasked with finding the one thing that competitors are not doing that customers need, and find a gap in the market that the company can fill. Find a tactic and build upon that tactic.
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Creative mix- |
Those advertising elements the company controls to achieve its advertising objectives, including the target audience, the product concept, the communications media, and the advertising message.
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Value- |
The ratio of perceived benefits to the price of the product.
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Product concept- |
The consumer’s perception of a product as a "bundle" of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs.
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Situation analysis- |
A factual statement of the organization's current situation and how it got there. |
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Definition of Media Planning |
To conceive, analyze, and creatively select channels of communication that will direct advertising messages to the right people in the right place at the right time.
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Know the challenges to media planning
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1. Cross-Media integration
2. Increasing media options (more fragmented audiences)
3. Increasing costs
4. Increasing complexity
5. Increasing competition
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Know the media planning framework
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Consists of The situation analysis, the marketing plan, the advertising plan, setting media objectives, determining media strategy, selecting broad media classes, selecting media within classes, and using either broadcast, print, or other media. |
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Reach |
Refers to the total number of unique (or different) peoples or households exposed , at least once, to a medium during a given period of time.
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Frequency |
Repeated exposures to the medium or the program. Average number of times an individual or home is exposed to a medium. |
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Ratings |
% of homes (or individuals) exposed to an ad medium.
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Gross ratings |
Sum of all ratings delivered by a given vehicle or schedule.
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Gross impressions |
Total of all the audience delivered by a media plan. |
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Road blocking |
Buying simultaneous airtime on all four television networks. |
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Know how GRP’s, frequency, and reach are calculated |
1. GRPs = Reach x Frequency
2. Average Frequency = Total Exposures/Audience Reach
3. Reach = (% of Total Market) x Target Market
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Effective Reach |
Describes quality of exposure, measures the number or percentage of audience who receive enough exposures to truly receive the message. Some people exposed to the medium still won’t be aware of the message, so on the surface, reach doesn’t seem to be the best measure of media success. |
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Effective frequency |
The average number of times a person must hear or see a message before it becomes effective. It falls somewhere between a minimal level that achieves message awareness and a maximum level that becomes overexposure. How many is optimal? approx. 3.
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BDI (brand development index) |
Measures the number of cases, units, or dollars volume of a brand sold per market area.
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CDI (category development index) |
Based on the % of sales of a product category rather than brand, in a given market.
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BDI/CDI Relationships (High BDI & High CDI)
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High share of the market; good market potential. |
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BDI/CDI Relationships (low BDI & low CDI)
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Low share of the market; poor market potential |
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3 different types of advertising scheduling |
(continuous, flighting, pulsing) |
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Continuous |
Straight through advertising.
Ex: A software company that advertises once a month for an entire year.
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Flighting |
Heavy concentrations of advertising at certain times interspersed with no advertising for shorter lengths of time.
Ex: A candy company that only advertises during October, December, April and May. |
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Pulsing |
A mixture of continuity and flighting.
Ex: A diary company that advertises heavily during the summer months, but also advertises 2 times a month throughout the entire year.
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Advertising response curve |
Studies of this indicate that incremental response to advertising actually diminishes--rather than builds--with repeated exposure.
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Attention value |
A consideration in selecting media based on the degree of attention paid to ads in particular media by those exposed to them. Attention value relates to the advertising message and copy just as much as to the medium.
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CPP |
A simple computation used by media buyers to determine which broadcast programs are the most efficient in relation to the target audience. The CPP is determined by dividing the cost of the show by the show’s expected rating against the target audience.
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CPM |
Cost per mile; unit used in advertising.
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Gross impressions |
Number of potential exposures |
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Gross ratings points |
Sum of all ratings deliveries by a given vehicle or schedule. These enable the planner to use a single number to describe the quantity of message weight.
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Media vehicles
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Specific media entities (Big Bang Theory, Time Magazine, KLBJ FM, etc…)
Different individuals use varying amounts of different kinds of media.
Opportunity to see (OTS) Chance to see the advertising
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Effective reach |
% of targeted audience that is exposed to a particular ad during a specific period, to effect the purchase of a product or service.
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Perishability
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There is a fixed amount of inventory for sale.
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Demand |
TV prices are subject to change as advertiser’s demand for that time increases or decreases.
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Know the different dayparts of television advertising |
1. Late night times 11:30-end, good mix of men and women
2. Daytime times 10 am - 4 pm, least costly of network ads
3. Primetime times Mon-Sat 8-11 pm, Sun 7-11 pm, MOST EXPENSIVE, easily digestible across large audience
4. Weekends Similar to primetime, consists mostly of sports and children's programming |
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Know the 4 different types of syndication buys |
1. Straight barter syndication The local station receives the program and a % of the commercial time
2. Part barter/part cash syndication Requires the local station to pay a license fee
3. All cash syndication The local station pays cash for the syndicated property
4. Scatter syndication Stations are obligated to run national ads for a specific syndicator
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Different factors of each type of media for advertising costs Pt. 1 |
1. Cable TV Can be purchased on either a national or spot basis
2. Run-of-Station (ROS) Schedule rotates commercials throughout the broadcast day
3. Narrowcasting Allows audience selectivity
4. Newspapers & Magazines Pricing is more stable than other mediums Issue rate cards that indicated the cost of ads Offer Run-of-Paper advertising (ROP) Any size and occasionally color
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Different factors of each type of media for advertising costs Pt. 2 |
1. Network Radio Comparatively low price More of a National basis in terms of buying
2. Spot radio Buying radio time in certain local markets Multiple types of formats in different markets
3. Banners Typically on a CPC or CPM basis
4. Rich Media More expensive than banners Higher click-through rate
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Different factors of each type of media for advertising costs Pt. 3 |
1. Other forms Advergames & In-game Advertising
2. Poster Panels (12ft high by 25ft wide)
3. Painted bulletins (14ft high by 48ft wide)
4. Transit advertising Advertising costs vary depending on the market, medium, size, & length
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The concerns of media buying. |
1. Network TV Negotiated medium
2. Timing Market fluctuations
3. Packaging Buying TV advertising in bulk
4. Cost considerations Network overhead, demand, buyer & seller estimates of audience size
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4 different methods of advertising budgeting |
1. Percentage of Sales
2. Share of Market
3. Strategic (objective/task method)
4. Empirical Research
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Rules to creative effective advertising |
It must extend from sound marketing strategies. Effective advertising must take the consumer’s view.
Advertising must find a unique way to break through the clutter. Good advertising should never promise more than it delivers.
Good advertising prevents the creative idea from overwhelming the strategy.
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Resonance (Impact) Dimension
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To echo, reverberate, or vibrate… |
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Relevance Dimension |
How well the message strategy relates to the audience’s needs and wants.
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Definition of a creative brief |
The guide for writing & producing the advertisement. Simple statements addressing the who, why, what, where, when, and how…
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3 elements of message strategy (verbal)
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Verbal – Guidelines for what the messages should say, considerations that affect the choice of words, and the relationship of the copy approach to the medium that will carry the message
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3 elements of message strategy (Nonverbal) |
Nonverbal – Overall nature of the campaign’s graphics, any visuals that must be used, and the relationship of the graphics to the media in which the message will appear
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3 elements of message strategy (Technical) |
Technical – preferred execution approach and mechanical outcome, including budget and scheduling limitations(often governed by the media involved) also any specific requirements such as addresses, logos, and slogans
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Role of creativity in advertising |
1. Helps messages inform. Good creative work makes a campaign more vivid, and many researchers believe vividness attracts attention, maintains interest and stimulates interest.
2. Helps messages persuade. A creative story or persona can establish a unique identity for the product in the collective mindset, a key factor in helping a product beat the competition.
3. Helps IMC remind. Only creativity can transform boring reminders into interesting, entertaining messages.
4. Puts the “boom” in campaigns. The punchline. Good punchlines are the result of taking an everyday situation, looking at it creatively, adding a bit of exaggeration, and then delivering as a surprise.
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Successful Campaigns
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Good message & engaging execution. |
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Marketing Mistakes
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Good creative execution, but poor value proposition. |
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Agency Mistakes
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Poor creative execution, but good value proposition.
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Complete Disasters
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Poor value proposition & poor creative execution. |
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Fact-based thinking: |
Tends to be linear and prefers to have facts and figures (hard data) that can be organized and controlled.
Analyze situations to discover the best solution (the facts about the advertisement).
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Value-based thinking: |
Decisions based on intuition, values, and ethical judgments. (i.e. Connection with the family -- Hallmart ‘Get Well’ card).
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Different blocks to creativity |
1. Environmental blocks Negative workplace atmosphere
2. Internal blocks Information overload Mental or physical stress
3. Other people Competition
4. Way to combat these blocks = incubating a Concept
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Creative pyramid |
A five step model to help the creative team convert advertising strategy and the big idea into the actual physical ad or commercial. The five elements are: attention, interest, credibility, desire and action.
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Fact-based thinking |
Tend to fragment concepts into components and to analyze situations to discover the best solution. Analyze and control, like logic, structure and efficiency.
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Value-based thinking |
Make decisions based on intuition, values, and ethical judgments. Are better able to make decisions based on intuition, values, and ethical judgments.
Good at using imagination to produce a flow of new ideas and synthesizing existing concepts to create something new. |
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Layout |
A layout is an overall orderly arrangement of all the format elements of an ad: visuals, headline, subheads, body copy, slogan, seal, logo, and signature. It helps both agency and client develop and evaluate, in advance how the ad will feel and look. It gives client a tangible item to correct, change, comment on, and approve. |
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Use of layouts in print advertising |
It gives the client a tangible item to correct, change, comment on, and approve. Helps the creative team develop the psychological elements.
It serves as the blueprint of the ad.
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Purpose of visuals in advertising |
1. Capture reader attention
2. Clarify claims - If your claim is that a product reduces weight, then they’d show an image of that
3. Identify the subject of the ad
4. Show the product being used
5. Emphasize unique features
6. Creates a favorable impression
7. Print layout elements include visuals, headlines, subheads, body copy, slogans, seals, logos, and symbols
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Types of headlines
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1. Benefit headline - “speak a foreign language in 30 days or your money back” Explains why the product is good and how effective the product is.
2. News/Information Headline - “now with lime flavor” Tells something new about the product.
3. Provocative Headlines - virginity-hit movie ad. “still a virgin?”
4. Question Headline - Wendy’s ad: “where’s the beef?”
5. Command Headline - “please don’t squeeze the Charmin” Asks you to do or not do something.
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Types of body copy |
1. Straight-sell copy - factual based presentation Example - john deere ad
2. Institutional copy - promote the organization over the product Example - BP ad to build up their organization again
3. Narrative copy - tells a story, emotional appeals
4. Dialogue/Monologue copy - character tells their own story. Example - The nike butt ad Monologue with device - when it’s a rhyme
5. Picture caption copy - uses illustrations to tell a story
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Different formats of television commercials
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Straight announcement Presenter Testimonials Demonstration Musical commercials Slice-of-life Lifestyle Animation
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Straight announcement |
Radio and television. Commonly used by local advertisers and politicians.
Straight sales message. Car commercials - just talking about the financing, features, and price of cars
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Presenter |
More about promoting the image of themselves.
Presenter commercial- celebrity or actor playing role.
Radio personality - typically a popular radio DJ ad-lib the commercial.
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Testimonials
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Example: families talking about game fly
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Demonstration
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Showing the product in action.
Someone used the product and let you know how to use the product.
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Musical commercials
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Use a song to help with the message- can be on radio also |
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Slice-of-life |
Similar to demonstration, with more of a problem and solution design (real life situation).
Some can be humorous, some can be serious.
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Lifestyle |
Promoting the overall image of the product.
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Animation
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Used for things commercials can’t show. |
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Tips for writing for the internet (Websites) |
SEO- create so that web crawlers can find and catalog the site.
Ease of use, Constantly update.
Interactivity is key, Be creative.
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Tips for writing for the internet (Social Media) |
Define your role and scope of SM usage, Consumer-generated?
Target the influencers.
Define proper goals, Meet with the online community expectations.
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Mechanical layout |
Black type and line art are pasted in place on a piece of whiteboard (called a pasteup) with overlay sheets indicating the hue and positioning of color.
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Comprehensive layout |
A highly refined facsimile (an exact copy) of the finished ad.
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Rough layout |
The artist draws to the actual size of the ad or website. Headlines and subheads suggest the final type style, illustrations are in, and body copy is simulated with lines.
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Dummy |
Presents the handheld look and feel of brochures, multipage materials, or point of purchase displays.
The artist assembles the dummy by hand, using color markers and computer proofs, mounting them on sturdy paper, and then cutting and folding them to size.
A dummy for a brochure, for example, is put together, page by page, to look exactly like the finished product.
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Body copy |
The text of an advertisement. It is a logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads.
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Headlines |
There to attract attention; explain visuals. |
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Benefit headline |
“Speak Foreign Language in 30 Days or your money back!”
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News/information headline |
“Now with Lime Flavor.” |
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Straight-sell copy |
Straight factual based presentation of a product.
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Institutional copy |
Meant to promote the organization over the product. Not really focused on the product but company image. An example is an ad where the company talks about how they are environmentally friendly, BP ad after oil spill. |
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Narrative copy |
Tells a story, emotional appeals. |
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Dialogue copy |
Characters tell their own story. |
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Picture caption copy |
A type of body copy in which the story is told through a series of illustration and captions rather than through the use of a copy block alone. |
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Role of the production manager and producer
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Four Functions
1. Planning 2. Organizing 3. Directing 4. Controlling
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Print production process |
1. Pre-production phase Creative department submits approved creative concepts Job jacket Closing dates
2. Production phase Completing the ancillary functions Creating visuals/preparing mechanicals
3. Pre-press phase Printing in color - Need blue, magenta, yellow, and black Four-color process
4. Duplication & Distribution Phase Press run Finishing - Cutting the paper and letting the ink dry, binding the pages together (covering) Printing in color is more expensive
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Budget concerns for production |
1. Inadequate planning 2. Production Luxuries 3. Overtime 4. Special equipment 5. Complex Hierarchy
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Advantages of using animation |
Cartoons often score the highest viewer interest and the longest life, so over time they cost the least per showing.
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Role of quality control in print production |
At various stages of the print production process, the production manager needs to verify the quality. Agencies now just send a disk and publisher converts the computer images to negatives.
The production manager must check all proofs for error and obtain approvals from agency and client executives before releasing ads to publications.
For production process to run smoothly, everyone must understand the procedure, or else the process errors are more expensive to fix later in the production.
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Steps in the radio commercial production process
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1. Preproduction Estimates costs, determine what talent will be needed – actors, music, etc.
2. Production Everything is typically recorded in a session Can last a whole day and sometimes requires rehearsals.
3. Post-production Everything is mixed together into a master tape, which is then duplicated for distribution. |
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Steps in the video commercial production process |
1. Pre-production phase Length (15, 30, or 60 sec) and number of scenes Commercial may be longer the first time it is aired and shortened with later views (delete some scenes) that still gets the same message across. Live action animation special effects
2. Production Sound lighting camera action Cowboys herding cats
3. Post-production Everything is edited and put together |
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Venues for digital media
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Use various communication methods with computer technology.
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Role of digital media in advertising |
Channels of communication that join the logic of multimedia formats with electronic system capabilities and controls of modern telecommunications, television, and computer technologies.
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Digital media production process |
Digital media are channels of communication that join the logic of multimedia formats with the electronic system and controls of telecommunication, television, and computer technologies.
Its “production” is (a hybrid) similar in print and outdoor media and electronic production in terms of preparation/production. It uses various communication methods with computer technologies (i.e. website production).
Multimedia presentation refers to presenting information or entertainment using several communications media simultaneously. |
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Job jacket |
Typically a large folder that contains all documents related to a particular job, or project.
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Closing dates |
A publication’s final deadline for supplying printing material for an advertisement.
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Four-color separation |
Part of pre-printing phase, colors needed to make the advertisement (yellow, blue, magenta, and black).
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Allocation of time |
Part of the Planning and Organizing function of the production manager or a producer.
Each phase of a project comprises many tasks, so the production manager or producer must anticipate where irregularities may occur within each phase of the process.
Essentially they need to allocate the appropriate amount of time without going over budget.
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