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Definitions |
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(radio-cons) fragmentation
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...
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GRP
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Gross Rating Points GRP= Reach or Rating X Frequency
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CRM
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customer relationship management. systematic tracking of customers preference or behavior and adjusting marketing program to fit their needs.
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(radio-major companies/conglomerates) changed radio from lots of _ _ to a few huge conglomerates
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small stations
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Reliability
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generally consistent findings over time
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Advertising agency...4 Major Services
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Creative services Media planning/buying account planning (consumers voice) account services (liason btw agency and client)
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(noteworthy campaigns) DuPont campaign/slogan change an example of
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brand equity
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(internet-social networks) twitter-what is it
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micro blogging site
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CLASS JUNE 7 (HISTORY OF ADVERTISING)
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Copyright
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gives an organization the exclusive right to use or reproduce original work (advertisement or package design)
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Mass media shifts to “narrowcasting”
as technology empowers consumers
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interactive age
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A paid public announcement, usually emphasizing desirable qualities, to persuade you to buy an item or a service.
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Advertisement
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(mass comm era) magazine
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followed mass newspapers
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(radio-major companies/conglomerates) due to _ act of 1996
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telecommunications act of 1996
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PPM
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Portable People Meters: Picks up frequencies people are exposed to Cons: Could be picking up frequencies someone is not paying attention to
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Social Class/Stratification
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relative standing in a social system
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Communication Audit
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background research to assess internal and external PR environment that affects org. audiences, objective, competitors, etc.
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Vertical Publication
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presents stories and information about entire industry (Women's Wear Daily discusses production, marketing, distribution of women's clothes)
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Variety Seeking
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A decision-making mode in which consumers switch their selection among various brands in a given category in a random pattern.
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fit
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to be the right size and shape
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(direct response) seeks to solicit
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an immediate response
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(internet-social networks) are youtube, hulu, myspace, facebook, twitter advertising tools
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more promo/public relations tools
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Amplification
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Explains more about the product they are selling
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cigarettes sponsoring shows
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early shows that contributed greatly to the advertisement cigarettes it was very common for cigarettes to be incorporated into family shares like the Mary Tyler Moore show,I Love Lucy, wanted dead or alive,the Three Stooges..it was humorouscigarettes sponsored shows-the golden age of TV equals Golden age of cigarette advertising
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Direct Marketing Process
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1.) Provide Product Information 2.) Create Sales 3.) Retain and strengthen customer relationships 4.) Develop leads 5.) Generate traffic 6.) test offers
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Copywriter
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thr person who writies the words the ad
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______ seeks to protect the public’s interest and to encourage media competition
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The FCC
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What is target marketing?
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Identifying and communicating with groups of prime prospects
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to convince
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to make someone want to do somtething
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(advertising categories) trade
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(business to business) created by manufacturers and is directed to wholesalers and retailers to gain more distribution or increased support, or to announce consumer promotions
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(outdoor-& law) most signs are in
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commercially controlled areas
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impress
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to affect deeply or strongly in mind or feelings; influence in opinion:
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Cigarrete smoking in U.S.
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Rapid declines from the 50s...
Drop when surgean general
Drop when broadcast on tv was banned
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The Marketing Process
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Step 1) research consumer market and develop a SWOT analysisStep 2) Set objectives for marketing effortStep 3) assess wants and needs, segment the market, and targetStep 4) differentiate and position the productStep 5) develop marketing mix strategy, select product design, pricing, distribution, etc.Step 6) evaluate the effectiveness
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As a result of the volume and variety (of advertisements), we tend to tune advertising messages out
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What is puffery?
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Advertiser's opinion of a product that is considered a legitimate expression of biased opinion
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Positioning Strategies---use and application
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emphasize salient benefits which are those important to customer and their purchasing decisions
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(campaign time frame) ads run for
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short period of time
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Balanced Scale
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Ex. How satisfied are you with the service at Moe's? Very dissatisfied, somewhat dissatisfied, neutral, somewhat satisfied, very satisfied
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Multi-attribute Attitude Models (MAAM)
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provide a framework and set of research procedures for collecting info from consumers to assess their salient beliefs and attitudes about brands
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Explain psychographics. How does this category influence consumer decisionmaking? Give an example from your own life.
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Psychographics refers to lifestyle and psychological characteristics, such as attitudes,interests, and opinions. The term combines the psychological factors with otherconsumer characteristics that may have bearing on how people make decisions.Consumers who have different values, attitudes and beliefs, opinions, interests,motivations, and lifestyles make their product decisions in different ways. The termAIO (activities, interests, opinions) is used to construct psychographic profiles ofconsumers.• Activities: work, hobbies, social events, vacation, entertainment, clubmembership, community, shopping, sports• Interests: family, home job, community, recreation, fashion, food, media,achievements.• Opinions: self, social issues, politics, business, economics, education, products,future, cultureAdvertisers use psychographics because of their ability to understand fairly complexconsumer pattern groupings.
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What is an example of the factual approach (copy style):
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Zetia lower cholesterol
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cons of centralization
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Less goal involvement as it may be difficult for the advertising manager to become involved with the marketing strategy and goals for the company or brand
Longer response time as the advertising department may be slow in responding to the specific marketing problems or needs of the company or brand
Inability to do multiple product lines as the company becomes larger and adds more products, services and/or brands and there is more demand on the department
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(psychology of color) blue
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cleanliness and purity, sky and water, serenity, prestige, confidence, knowledge, credibility
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advertising and pr world
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-new ways to talk to audiences-old IS new- what has worked in the past...many times RECYCLED appeals to reach todays consumers
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Advertising teaches us to be "other-directed"
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--depend on others for constant infusions of approval and admiration to get temporary sense of self-esteem--self approval rests on public recognition and acclaim
- to seek the kind of approval that applauds not their actions but their personal attributes
- That success must be ratified by publicity
- to indulge in endless self-scrutiny--measures him or herself agains others and agains standards of perfection
- That being envied is more important than respected
- to be gripped by fantasies fo wealth, bewauty, omnipotence--the need to feel one is above the heard
- to regard everyone as rival
- to have a neurotic need for affection, reassurance, and oral gratification
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What are typical AIO measures to determine lifestyle characteristics?
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Activities (hobbies, leisure prefs), Interests, Opinions
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(media strategy) who's who-media planner
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supervise all areas relating to media, marketing specialist, anticipate trends, pivotal position
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What is an example (used in the textbook) of a company that targets to economically disadvantaged consumers?
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Heileman’s Brewing company malt liquor
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What is a national brand loyal?
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Members of this segment buy primarily a single national brand at its regular price
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creative rev of late 50s mary wells
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first sucessfull women in late 60s advertising
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"Can you name some charities like Red Cross?"
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DON'T make partial mention of alternatives (hint at the type of list you want)
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What should the success rate for a direct mail effort be?
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at least 2% return to be considered successful.
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