COMM 462
Terms
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copy deck
- What does a creative platform include?
- Target Audience Objective Strategy Physical Support (reason to believe the claim) Mandatory Requirements
- What are the two main dimensions o the FCB grid?
- Thinking vs. Feeling High Involvement vs. Low Involvement
- Generic Creative Approach
- straight product or benefit claim with no assertion of superiority.
- Preemptive Creative Approach
- Generic claim with assertion of superiority
- Unique Selling Proposition Creative Approach
- Superiority claim based on a unique physical feature or a unique benefit
- Brand Image Creative Approach
- Claim based on psychological differentiation; usually symbolic association.
- Positioning Creative Approach
- Attempt to build or occupy mental niche in relation to identified competitors
- Resonance Creative Approach
- Attempt to evoke stored experiences of prospects to endow product with relevant meaning or significance
- Affective Creative Approach
- Attempt to provoke involvement or emotion through ambiguity, humor, or the like, without a strong emphasis on selling.
- What are the main types of headlines in a print ad?
- News Promise Curiosity Selective Command
- What are the main parts of a TV commercial?
- Opening Middle Close
- What are the key elements of design?
- Format - symmetrical vs. asymmetrical; filled space vs. negative space. Voice - loud, quiet, modulated Typography - sans serif vs. serif Art - photography vs. illustration; rectangular vs. outlined. Color
- Reach
- Number of unique people per household exposed to a schedule during a given period.
- Frequency
- Average number of exposures for each person per household during the period.
- Gross Impressions
- Total number of impressions obtained by a schedule in a cycle.
- Gross Rating Points (GRPs)
- The sum of the % reach for each ad in a cycle.
- Target Rating Points
- GRPs aimed at a specific demo (ex. women 18-49).
- Ratings
- Percentage of all TV homes tuned in to a particular program
- Share
- Percentage of homes using TV (HUT) tuned into a particular program
- Offensive Strategy
- Allocate media budget to weaker areas and times.
- Defensive Strategy
- Allocate media budget to capitalize on past sales success
- What criteria are used in choosing media types?
- 1. Ability to deliver target audience 2. Need for demonstration, color, sound. 3. Product Personality 4. Legal restrictions, social norm considerations 5. Intended effects - amount of processing time for level of involvement.
- Concentrated Media Mix Strategy
- Use a single media type of limited number of vehicles. This can have effects on competitors, dealers, media, and production costs.
- Assorted Media Mix Strategy
- Use several media types. This can have effects on target audiences, message content, reach and frequency goals.
- Continuous Timing Strategy
- Regular advertising with no gaps in coverage.
- Flighting Timing Strategy
- Intermittent periods of advertising with time off in between.
- Pulsing Timing Strategy
- Low level of continuous advertising with periods of heavier emphasis.
- What factors other than audience are considered in selecting media?
- 1. Minimizing Waste 2. Provide Proper Context 3. Seasonal Allocations 4. Geographic allocations
- Smoothing
- Allocate media dollars over a period of a couple of months so that there is an advertising “lead-in†to when sales are expected to take place.
- What is sales promotion?
- Sales promotion consists of marketing and communications activities that change the price/value relationship of a product or service by either lowering the price that someone pays for the product or increasing the value of the product.
- Why has sales promotion grown so quickly?
- 1. It produces quick results. 2. Results are measurable. 3. It is relatively easy and inexpensive to implement. 4. Parity products 5. Retailers like it.
- What are some potential problems with sales promotion?
- 1. It is ineffective at building brand equity. 2. It may have a negative impact on attitudes toward the brand 3. Sales increases may not be very profitable 4. There are implementation costs and risks. 5. Short-term orientation
- Sampling
- Type of consumer promotion that is used for a trial effect. It is used mainly for durable goods that can be put out at in-store demonstrations, consumer product shows, home-trial offers, etc. They can also be packaged goods that are distributed at central location demonstrations, direct mail, door-to-door, in media, etc. The costs that can incur from sampling are product and packaging, display space and materials, demonstrators, and other delivery methods.
- Coupons
- Type of consumer promotion that targets price-sensitive consumers. You must decide how much face value to place on the coupon, how you're going to deliver the coupons, and whether a single/multiple purchase is needed. Costs that can incur from coupons include printing and distribution, face value (per consumer that redeems), and handling charges.
- Refund/Rebates
- Type of price-off in which you give the consumer a cash/check or bounce-back coupons.
- Bonus Packs
- Type of price-off in which extra quantity of a particular product is sold. This targets existing users. Bonus packs are good at maintaining brand equity because when you offer more at the same price, you are not changing their expectations of the price they'll pay the next time they buy.
- Direct price-offs
- These are usually price packs that reduce the price on a package, which can often lead to objections by the retailer.
- Warranties
- This is a way of reducing financial risk by promising to return the product if the consumer is not happy. Or you will provide a free service that would make the product work in a satisfying manner.
- Contests
- A type of price-off that involves skill.
- Sweepstakes
- A type of price-off in which you win by chance. No skill is necessary.
- Off-invoice allowance
- Type of trade price-off in which the price of a product is reduced for a specific period of time and is deducted directly from the invoice. The objective of this type of trade promotion is to obtain higher-than-normal inventories.
- Free goods with minimum order
- Type of trade price-off in which extra merchandise is shipped with the minimum order during a specific time period. Free goods are an effective way to build inventories of your product and tend to be more effective than invoice allowances.
- Slotting Allowances (New Line Fees)
- A type of trade promotion in which payment is made to distributors and retailers to gain distribution, warehouse space, computer space, and shelf space. Slotting fees help to increase distribution but are problematic for new products because they take away significant amounts of money from introductory advertising efforts. Slotting allowances can be cash payment or free goods as part of the initial order.
- Merchandising Allowances
- Type of trade promotion in which the company pays the retailer to obtain extra in-store effort to make a product more visible to consumers.
- Cooperating Advertising Allowance
- An agreement between the manufacturer and the retailer to share the cost of promoting the brand at the local level. Most cooperative advertising is placed in newspapers but radio, TV, and other media can also be used.
- What is Public Relations?
- Planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public.
- What are the main steps of PR planning?
- 1. Research and analysis of factors affecting attitudes toward firm. 2. Objectives - outcomes sought and constraints imposed. 3. Program - strategies and tactics; actual communications that you plan and deliver. 4. Evaluation - getting feedback and assessing effectiveness of your PR activities.
- Press Release
- PR technique used to announce newsworthy developments about a product. They must be timely and deliver a benefit or threat.
- Media Alert
- PR technique used to entice editors or reporters to cover an event.
- Pitch Letter
- PR technique used to generate in-depth news or feature stories.
- News conferences and media parties
- PR technique used to announce major developments and address issues of importance.
- Backgrounders
- PR Support materials used to respond to requests for information (e.g., fact sheets, biographical sketches, etc.)
- Newsletters
- PR technique used for periodic communications targeted to specific internal and/or external publics.
- What is direct marketing?
- Direct marketing includes activities that target a specific audience using one or more media for the purpose of soliciting a response by phone, mail, Internet, or personal visit. ⬢ Direct marketing builds and maintains an ongoing, one-on-one relationship.
- Database
- A database is a list enhanced with customer demographics and buying habits. It allows you to profile and organize consumer segments.
- Percentage Response Rate
- Method of measuring direct marketing effectiveness. It is the number of prospects that respond divided by the number who received the message.
- Return on Investment
- Net profits divided by the cost of goods sold, order fulfillment, promotion costs, and overhead allocation.
- Lifetime Value
- Net present value all future profits resulting from a typical consumer.
- Surface
- Element of web design. It is what you see, such as images and text.
- Skeleton
- Element of website design. It is the placement of items on a page, otherwise known as the layout.
- Structure
- Element of web design. This is the navigation system.
- Scope
- Element of web design. It is the features and functions included on the site (content).
- Event Sponsorship
- Cash or in-kind fee paid to a property in exchange for the right of access or association. The sponsor promotes the association.
- Cause-Related Marketing (CRM)
- Alliance between a company and a social cause or issue. The company's contribution is linked to customers' engaging in revenue-producing transactions with the firm.
- Congruence
- A need for a fit or match when selecting events or causes to market with. Incongruence creates skepticism about the company's motive.
- Negative Congruence
- results from a good functional match between company and cause but the company helps to create the problem (e.g., a paper company that destroys water ways/lakes in production process and then gets on the clean water bandwagon to cover up their mistake).
- Green Marketing
- It is a variation of CRM, focusing on natural and organic causes. Activities are undertaken to protect or enhance the environment and to inform the public about them.
- Co-Branding
- Type of cross promotion in which two or more companies closely link their brand names together for a separate product.
- Ingredient Branding
- Type of co-branding. Example: Dell promoting their use of Intel chips.
- Cooperative Branding
- Type of cross promotion. Two brands receive equal promotion borrowing on each other's equity, such as with credit card partners American Airlines and Citibank or American Express and Sheraton Hotels.
- Complementary/Endorsement Branding
- Type of co-branding where products are advertised together to suggest join usage, such as when Seagram's whiskey is paired with a mixer like 7-Up.
- Coalition Marketing
- A way for a number of small businesses to compete against larger businesses, or to reach broad but carefully targeted audiences, or to build and maintain brand loyalty. Examples:
- Branded Entertainment
- Includes traditional product placement, as well as newer formers of advertainment that integrate the brand into the content. Examples include short films that run as long as commercials or are posted on websites.
- Q-Ratio
- A method of comparing TV shows in terms of value, quality, and amount of time the brand is on a TV show and converting that measure to compare it to a 30 second commercial in terms of time and quality of the placement.
- Reasons for measuring effectiveness
- 1. Avoid costly mistakes. 2. Evaluate alternative strategies 3. Increase advertising efficiency (make better decisions)
- Reasons for not measuring effectiveness
- 1. It could be costly 2. There could be problems with research methodology 3. There could be disagreement over which aspects of a campaign to test 4. There could be objections by the creative staff as it could inhibit creativity. 5. Time - measuring effectiveness takes time but executive judgment and creative decisions must sometimes be made quickly. Many planners are concerned that with the passage of time they may lose a window of opportunity.
- Concept Testing
- Beginning of creative process where you begin to develop your campaign strategy. To whom should we speak? What should we say? What other types of communication should we use besides advertising?
- Copy Testing
- Middle and end of the creative process where you pretest the copy ideas. How should we say it? Why should we say it? What value will this evaluation bring?
- Concurrent Testing
- Testing done while the advertising is appearing in the media. You evaluate the media strategy. Where should we say it? When should we say it? How should promotion offers be delivered? When and where should other activities occur?
- Posttesting
- Testing done after advertising is over. It is the evaluation of the total campaign performance. How well did we say it? What were the results of other activities (e.g., sales promotion, PR, direct marketing, sponsorships and cause-related marketing, and internet ads or websites.)
- What is copy testing and why should it be used?
- The purpose of copy testing is to improve the chances that the ad will work as intended. Copy testing takes place during the creative process. You test rough ads to select which ads to finish. Then you test finished ads before media placement. Then you assign relative exposure frequency to the ads in the pool.
- What can be learned and fixed from tracking research?
- You can determine why the campaign is or is not working. You can adjust the budget. You can adjust the media plan. You can adjust the exposure ratio of ads in a pool. Note: You can make minor improvements in ads but not major improvements.
- VisCAP Model
- It is a model for evaluating presenters. Visibility Credibility (includes objectivity and expertise) Attraction (includes Likeability and Similarity) Power