MArketing 4600
Terms
undefined, object
copy deck
- verbal encoding
- spoken word, written word, song lyrics
- graphic encoding
- pictures, drawings, charts
- Musical encoding
- arrangement, instrumentation, voices
- Animation encoding
- action/ motion, pace/speed, shape/form
- Semiotic Perspective
- Object or brand- sign or symbol representing intended meaning- interpretant/intended meaning
- High learning Model
-
Cognitive (thinking)
Affective (Feel)
Conative (Act)
Homes, Cars - Dissonance Attribution model
-
Conative ( Act)
Affective (Feel)
Cognitive (Think)
Cell phone, MP3, computer - Low involvement Model
-
Cognitive( think)
Conative (Act)
Affective (Feel) - cognitive response
-
method fo examining consumers' cognitive processing of advertising messages by looking at their cognitie reponses to hearing viewing or reading communications
Examines types of thoughts that are evoked by an advertising message
Consumers write down or verbally report their reactions to a message - Product/Message thoughts
-
counter arguments- don't like
support arguments-like - Source-oriented thoughts
-
source derogation- credible spokesperson
source bolstering - Ad-execution thoughts
-
thoughts about the ad itself
affect attitude toward the Ad - Elaboration likelihood Model
- focuses on the way consumer respond to persuasive messages based on the amount of and nature of elaboration of processing of information
- central route to persuasion
- ability and motivation to process a message is high and close attention is paid to message content
- peripheral route to persuasion
- ability and motivation to process a message is low and receiver focuses more on peripheral ones rather than message content
- expertise
-
knowledge
skill
experience - trustworthiness
-
objectivity
honesty
believability - similarity
- resemblance b/w the source and recipient of the message
- familiarity
- knowledge of the source through repeated or prolonged exposure
- likeability
- affection for the source resulting from physical appearance, behavior or other personal traits
- Risk of Using celebrities
-
Celebrity may overshadow the product being endorsed
The Celebrity may be overexposed, reducing his or ehr creditbility
The Target audience may not be receptive to celebrity endorsers
The celebrity's behavior may pose a risk to the company - comparative ads
- may be especially useful for new brands, often used for brands with small market share, frequently used in political advertising
- Fear appeals
- may stress physical danger or threats to health, may identify social threats, disapproval or rejection. May backfire if the level of threat is too high
- Humor Appeals
- can attract and hold attention, put consumer in a positive mood, afterwards are easiest to remember
- Pros of using humor
-
aids attention and awareness
May aid retention of the message
Creates a positive mood and enhances persuasion
May aid name and simple copy registration
May serve as a distracter, reducing counterarguing - Cons of using humor
-
does not aid in persuasion in general
May harm recall and comprehension
May harm complex copy registaion
Does not aid source credibility
Is not effective in bringing about sales
May wear out faster than non-humerous ads - Characteristics of Objectives
-
Attainable
Measurable
Specific
Not Mutually exclusive
realistic - Marketing Objectives
-
generally stated in a firms marketing plan
achieved through overall marketing plan
quantifiable such as sales, market share, ROI
To be acomplished in a given period of time
Must be realistic and attainable to be effective - Communications Objectives
-
Derviced from the overall marketing plan
More narrow than Marketing objectives
Based on communications tasks
Designed to deliver appropriate messages
Focused on a specific target audience - Conative
- realms of motives, ad stimulate or direct desires
- affective
- realsmo of emotions, ads change attitudes and feelings
- cognitive
- realm of theoughts, ads provide info and facts
- Awareness
- teaser campaigns
- Knowledge
- announcements, descriptive copu, classfied ads, slogans, jingles, sky writing
- Preference
-
image copu
staus glamour appeals - COnviction
-
competive ads
Argumentative copy - Purchase
- point of purchase, retail store ads, deals, last chance offers, price appeals, testimonials
- DAGMAR approach
-
Define
Advertising
Goals for
Measuring
Advertising
Results - Legitimate problems with DAGMAR
-
attitude-behavior relationship
Response hierarchy problems - Questionable objections to DAGMAR
-
sales objectives needed
costly and impractical
inhibits creativity - In marginal analysis you should increase spending if
- the increased cost is less that the incremental (marginal) return (expected)
- You should hold spending if
- the increased cost is equal to the incremental (marginal) return
- you should decrease spending if
- the increassed cost is more than the incremental (marginal) return
- Assumptions for marginal analysis
-
sales are the result og advertising and promotion and nothing else
sales are the principle objective of advertising and promotion - Top Down budgeting
-
top management sets the spending limit
The promotion budget is set to stay within the spending limit - Top down budgeting methods
-
COmpetitive parity ( look at other competion and compare spending)
Percentage of sales (sales are driving your advertising)
Affordable method ( after you pay all other expenses you use what you have left for ad)
Return on investment( impact on sales)
Artibitrary allocation - Bottom up budgeting
-
Total budget is approved by top Management
Cost activites are budgeted
Activities to achieve objectives are planned
Promotional objectives are set - Objective and Task method
-
establish objectives (create awareness of new product among 20 percent of target market)
Determine specific tasks (advertise on market area televison and radio and local newspapers)
Estimate costs associated with tasks (determine costs of advertising promotion etc.) - Creative strategy
- determining what the advertising message will say or communicate
- creative tactics
- determininng how the message strategy will be executed
- The ideal power idea should
-
be describable ina simple word or phrase
be likely to attract the prospect's attention
revolve around the clinching benefit
allow you to brand the advertising
let prospects vividly experience the goods - Suits
- it is not creative unless it sells
- artists
- only artistic value and originality count
- How to get creative input
-
read anything related to the product market
Use the product and become familarw ith it
Listen to what people are talking about
Ask everyone involved for information
work in and learn about the client's business - Seeking the major idea
-
uses a unique selling position
create a brand image
positioning
find the inherent drama - UNique selling proposition: benefit
- buy this product and you'll benefit this way or enjoy this reward
- Unique selling proposition: unique
- must be unique to this brand or claim, something rivals can't or don't offer
- Unique selling proposition: Potent
- the promise must be strong enough to move people
- creating a brand image
- used when competing brands are so similar it is difficult to find or create a unique attribute-the creative sales strategy is based on a strong, memorable brand identity through image advertising
- inherent drama
-
message generally presented in a warm emotional way, hallmark, maytag, kellog
focus on consumer benefits with an emphasis ont he dramatic element in expressing them - positioning
-
establish a particular place in the consumer's mind for the product or service
Based on product attributes/benefits, proce/quality, use or application, type of user, problem solved - advertising appeals
-
approach used to attract the attention of consumers
To influence consumer feelings towards a product, service or cause - Execution style
-
the way an appeal is turned into an ad message
way message is presented to the consumer - feature appeals
- focus on dominant traits of the product
- competitive appeals
- makes comparisons to other brands
- price appeals
- make price offer the dominant point
- News appeals
- news announcement about the product
- Popularity appeals
- stresses the brand popularity
- See, I have engraved you
- on the palms of my hands