chapter 18

Marketing 370 with Olson at San Diego State University

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By: Israel Barajas
Created: 2012-05-04
Size: 56 flashcards
Views: 17

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advertising

paid form of communication, delivered through media from an identifiable source, about an organization, product, service or idea designed to persuade the receiver to take some action, now or in the future

steps in planning and executing an ad campaign

identify target audience
set advertising objectives
determine advertising budget
convey the message
evaluate and select media
create advertisements
asses impact

step 1: identify target audience

firms conduct research to identify their target ____, then use the info to set the tone of the advertising program and help them select the media they will use to deliver the message

step 2: set advertising objectives

advertising campaign ____ are derived from the overall objectives of the marketing program and clarify the specific goals that ads are designed to accomplish. these goals appear in the advertising plan

advertising plan

firms overall marketing plan that analyzes the marketing and avertising situation, identifies objectives of the advertising campaign and indicates how the firm can determine whether the campaign was successful

pull strategy

directing its promotional mix at ultimate consumers to encourage them to ask the retailer for a product

push strategies

designed to increase demand by focusing on wholesalers, retailers, or salespeople

informative advertising

communicates to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase

persuasive advertising

when a product has gained a certain level of brand awareness firms use _____ ____ which is a communication used to motivate consumers to take action.occurs in the growth and early maturity stages of the products life cycle.

reminder advertising

used to remind or prompt purchases, especially for products that have gained market acceptance and are in the maturity stage of life cycle

focus of advertisements

campaigns objectives determine the specific ad's focus.

product focused advertisements
institutional advertisements
public service advertising

product focused advertisements

inform, persuade or remind consumers about a SPECIFIC PRODUCT OR SERVICE

institutional advertisements

inform, persuade or remind consumers about issues related to places, politics or an industry (got milk?)

public service advertising

advertising focused on public welfare and generally is sponsored by nonprofit institutions

social marketing

application of marketing principles to bring about behavioral change among the general public of population segment

step 3. determine the advertising budget

first. consider overall promotional objectives
second. expenditures may change over the life cycle
third. the nature of the market and product influences the size of the advertisgin

step 4. convey the message

first, the firm determines the key message it wants to communicate to the target audience.
second, firm decides what appeal would most effectively convey the message.

the message

provides the target audience with reasons to repond in the desired way

unique selling propositions (USP)

common theme or slogans of an advertising campaign.

red bull.... gives you wings
nike... just do it
TNT... we know drama

the appeal

three types of appeals
logos (logical), ethos (ethical) pathos (emotional)

informational appeals

offers factual information (logos) to consumers to evaluate the brand favorably on the basis of the the key benefits it provides.

emotional appeals

aims to satisfy consumers' emotional desires rather than their utilitarian needs

step 5. evaluate and select media

mass and niche media
choosing the right medium
determining the advertising schedule

media planning

refers to the process of evaluating and selecting the media mix (advertising)

media mix

combination of the media used and the frequency of advertising in each medium. combination of radio, tele, print

media buy

actual purchase of airtime or print pages or whatever medium you are using to advertise your product

Mass and Niche Media (5) Evaluate and Select Media)

mass media
niche media

mass media

using national newspapers, magazines, radio and television ideal for reaching large numbers of anonymous audience members

niche media

channes are more focused and generally used to reach narrower segments with unique demographic characteristics or interests

choosing the right medium

television
radio
magazines
newspapers
internet
outdoors
direct mail

determining the advertising schedule

specifies the timing and duration of advertising:

continuous schedule
flighting
pulsing

continuous schedule

advertised steadily throughout the year, suited to products and services that are consumed continually.

flighting

advertising schedule implemented w/ periods of heavy advertising followed by gaps of no advertisement like seasonal products (clothes for the summer)

Pulsing

combines continuous and flighting schedules by maintaining a bse level of advertising but increasing advertising intensity during certain periods. e.g.ikea advertises throughout the year but boosts advertiesment during school supplies in august.

step 6. create advertisements

after the advertiser has decided on the message, type of ad, appeal its attention must shift to the actual creation of the advertisement.. the message are translated creatively into words, pictures, colors and music.

foreground

refers to everything that appears on top of the background

step 7. Assess impact using marketing metrics

effectiveness must be assessed before, during and after the campaign has run

pretesting

assessments performed before, during and after the campaign has run.

tracking

includes monitoring key indicators, such as daily or weekly sales volume

posttesting

evaluation of the campaigns impact after it has been implemented. in this stage advertisers assess the sales and communication impact of the advertisement or campaign

regulatory and ethical issues in advertising

(FTC) federal trade commision

(FCC) federal communications commision

(FDA) food and drug administration

puffery

makes the line between what is legal and illegal more difficult.

it is the legal exaggeration of praise in advertising. "bargain of the year"

cause related marketing

commercial activity in which businesses and charities form a partnership to market an image, product or service for their mutual benefit

event sponsorship

when a firm financially supports an activity like in sports. when you see a tennis game you always see rolex commercials being a ____

sales promotion

excitment building programs to encourga consuemrs to purchase a particular product or service

types of sales promotions

coupons, deals
premiums (prize or award), contests
sweepstakes, samples
loyalty programs, POP displays

rebates, product placement

coupons

discount on the price of specific items when they're purchased

deals

refers generally to a type of short term price reduction taking different forms such as: "featured price" (price lower than regular price). "buy one, get one free" "more free"

premiums

offers an item for free or at a baragin price to reward a type of behavior, such as buying, sampling or testing. these rewards build good will among consumers. (toys inside cereal boxes)

contest

a promotion whereby consumers compete for prizes or money on the basis of skills or ability, and winners are determined by judging the entries or ascertaining which entry comes closest to some predetermined criteria

sweepstakes

do not require contestants to complete a task other than buying a ticket or filling out a form

samples

offers the consumer the opportunity to try a product before they buy it

loyalty programs

designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time

point-of-purchase

check out counters when you are ready to check out.

product placement

when marketers pay to have their product included in nontraditional situations, such as scen in a movie or television program

cross-promoting

when two or more firms join together to reach a specific target market. to be successful both products must appeal to the same target market.

About this deck

By: Israel Barajas
Created: 2012-05-04
Size: 56 flashcards
Views: 17

About StudyBlue

“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy