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nervous
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temperature
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Fixed \t\t\tpositionRun-of-SchedulePre-emptiblity
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Fixed \t\t\tposition
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Corporate advertising
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advertising for company
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newspapers 59 BC
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acta diurna
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(direct mail) list is
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key
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True Experimental Designs
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*simulated pretest-posttest
*posttest-only with control *pretest-posttest with control *Solomon four-group design
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luxury
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great comfort at great expens
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(newspaper- pros) newspapers have great _ across many segments
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reach
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Circulation
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subscribers, secondary readers & machine or newstand purchasers
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Interval Scale
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numbers have meaning and magnitudedistance between consecutive points assumed equalcan disclose level of knwldge, perf, etcstill ranks, but with more levelsRECOMMENDED
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Reach
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percentage of the media audience exposed at least once to advertiser's message in specific time frame
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2 minute \t\t\twarning in footballAdvertisement \t\t\tafter a foul ballTelevision \t\t\tprogram or network creates a break in the show
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Station break
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Advertising
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paid form of non personal communication about a product or organization by a sponser
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(noteworthy campaigns) 1984 Dupont dropped
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"through chemistry"
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(television-history) july 1, 1941 first ad for _ _ aired during a dodgers/phillies game
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bulova watches
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creative process
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1 get facts (research2 brainstorming w/ purpose (know wants/needs of target)3 pick up a pencil and draw4 find references/visuals to help creative team understand your idea5 work with the rest of the team (2 heads is better than 1)6 pre-sell to (creative director...in house)7 sell to client8 get it right (final touches)9 maintain continuity (through campaign maintain theme)10 discover what worked and why
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zines
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Magazines or newsletters that are only available online.
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branding
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the way marketers create a special meaning for a product and it adds value
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Target Audience
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a perticular group of consumers singled out for an advertising or promotion campaign(target audiences are alway potential audiences because the company cant be sure the message will get to them)
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Group of customers with common characteristics.
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Market Segment
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pros of centralization
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Better communications as developing and coordinating the advertising and promotional program from one central office facilitates communication
Fewer personnel are needed as fewer people are involved in advertising and promotion program decisions which facilitates decision making
Continuity of staff often results as there may be less turnover and more experience among those involved in managing the advertising and promotion program
Allows for more top management involvement
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(package design) assessing-behavior
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does it make people buy
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sex appeal
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the ability to excite people sexually.
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National Advertising Review Board
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1971, established to monitor potentially deceptive advertising
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Community
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group of people who are similar in some important way
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Semantic differential
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7 scale questions: The celebrity was Attractive..1 2 3 4 5 6 7.......Unattractive
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Rating Point
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one percent of a defined media universe (country, region, etc.) of households
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Limited Problem Solving
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A decision-making mode in which consumers' experience and involvement are both low.
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Specializes in buying media time and space.
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Media-Buying Service
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ways to increase brand equity
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Increasing sales
Increasing market share and profit
Product improvements/innovations
Adding “meaning” to the brand through advertising, sponsorships, relationship building or other deliberate marketing and public relations efforts
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(intel video) _ million ad dollar budget for adv campaign
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50 million
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(radio-ratings) RADAR (national)
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radio all dimension audience research, service of arbitron
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Proof of Claim
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seal of approval, guarantees, trial offers, warrenties, reputaion, demonstration, testimonials
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standard advertising unit (SAU)
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A standardized system of advertising sizes in newspapers.
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Brand advertising
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builds an image for a brand or company
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Have lots of \t\t\tmoney and put lots of money into research techniques to intrigue \t\t\tthe audience
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One \t\tTransaction
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What are other target influences?
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Household income, spending, marrieds, birthrate, aging, women, men, single-person household
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ushered in _ promotion and _ _
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brand; emotional appeals
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(outdoor-forms) rotary bulletin
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48'x14', high traffic areas, moved for maximum visibility, 4x as expensive as posters
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Designated Market Area
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the geographical areas in which tv stations attract most of their views
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Problems affecting internal validity: Selection
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occur whenever the characteristics of the control and the test group are not equivalent before the experiment. They differ in relevant demographics, attitudes, behaviors, their initial level with regard to the independent variable, or their likelihood to respond to the indep. variable. These selection threats can be reduced by using RANDOM SELECTION and ASSIGNMENT OF INDIVIDUALS TO THE TEST AND CONTROL GROUPS
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Brand equity is:
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The value of how such people as consumers, distributors, and salespeople think and feel about a brand relative to its competition over a period of time.
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What impact can advertising have on your wants?
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Advertising can create wants.
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pure food and drug act
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first attempts by government to protect consumers
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(internet-youtube) grew rapidly and made money back quickly because
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understanding of internet business, professional programming
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differences between IMC and advertising plan
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target market in an IMC includes stakeholders, positively affect all "contact points" with a brand, "IMC objectives" are tied to the effects created by the various forms of marketing communication
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Examples of advertising tactics
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Sex: Advertisers use sexy ads to sell products Subliminal Messages: Advertisers tried to use subliminal messages Product Placements: Coke sign in a movie with favorite actor atc. Celebrity endorsements:\" Self explanitory
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Promotional activities with Push Strategy
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motivate the resellers to build demand for a company’s products. Some examples are point-of-purchase displays, discounts, premiums, cooperative advertising, spiffs, contests, and other incentives.
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(social effects) greenfrog ad campaign
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tiny finger sneakers, hero in a bottle, bruce lee shoes in kill bill
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What is the difference between concept testing and copy testing?
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Research is used in the development of the message strategy to evaluate the relativepower of various creative ideas, which is called concept testing, and the relativeeffectiveness of various approaches to the sales message, which is called copy testing.
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[creativity] (time is everything) time famine, poverty of time, 99 lives
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people have so many distractions and small attention spans, super busy
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What is the role of cognition in explaining the effects of an advertising message?What are the components of cognition?
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Cognition refers to how consumers respond to information, learn, and understandsomething. It’s a rational response to an advertising message. The key components ofcognition and their roles in effectiveness are:• Needs: matching product features to consumer needs• Information: facts about products and their features• Learning: creating understanding• Differentiation: understand the differences between competitive products• Recall: locking information in memory
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What is a niche market? Can you give an example of one?
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Many advertisers have moved toward tighter and tighter niche markets. Nichemarkets are subsegments of a more general market. They must be of sufficient size tobe profitable although not large enough to be of interest to large marketers.
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T or F: An advertorial does NOT apply to the use of advertising to promote an idea rather than a product or service.
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FALSE: An advertorial is the use of advertising to promote an idea rather than a product or service
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