Ibm 307 Midterm 1

Front 1

what is communication

Back 1

getting ideas across

Front 2

What do we need to communicate Msg

Back 2

(Media Channels)

- TV

- Internet

-magazines & newspapers

Front 3

Communication Noise

Back 3

things that might distract you from the ad of msg

ex. talking on the phone during a commercial on tv

Front 4

IMC

Back 4

the process of cost-effectivelydelivering a consistent brand message thatcommunicates a unique selling point whileutilizing a variety of forms of mediaappropriate to the target consumer. (consistent msg across multiple channels)

Front 5

marketing plan

Back 5

- swot Analysis

- marketing Obj

- target market

- marketing strategies

- marketing tactics

- Implementation

- Evaluation of Performance

Front 6

Account Executive

Back 6

represents advertising agency and interface with clients

Front 7

Brand or product Manager

Back 7

oversees specific brands or line of product

Front 8

Creatives

Back 8

design ads and promotional materials

Front 9

Account Planners

Back 9

voice of the consumer within the agency

Front 10

Brand Parity

Back 10

Brands viewed as being equivalent

Front 11

Branding

Back 11

- provides quality assurance

- reduces search time

- allows a company to charge more

- transference to other products sold

- reduces brand parity

Front 12

Role of brand image

(consumer Perspective)

Back 12

- provides positive assurance

- reduces search time

- provides psychological reinforcement'

- provides social acceptance

Front 13

Role of brand image

(company perspective)

Back 13

Extension of feelings to new products

• Ability to charge more

• Consumer loyalty

• More frequent purchases

• Positive word-of-mouth

• Greater channel power

• Attracts higher quality employees

• More favorable ratings

Front 14

Family Brands

Back 14

Multiple products under one brand

Front 15

Brand extension

Back 15

New good or service under same brand

Front 16

Line Extension

Back 16

additional SKU of same product line and brand

Front 17

Flanker brand

Back 17

new brand within current category

Front 18

Rejuvenating an image

Back 18

• Sells new products

• Attracts new customers

• Retains current customers

• Key –

• Remain consistent with old and new?

• Takes time and effort

Front 19

marketing strategy decisions

Back 19

describes how the firm will fulfill the needs and wants of its customers

Front 20

3 elements of (marketing strategy decisions)

Back 20

1. market segmentation & target marketing

2. brand positioning (image)

3. Marketing program (mix)

Front 21

Awareness

Back 21

• Top-of-mind awareness

• Recall (unaided awareness)

• Recognition (aided awareness)

Front 22

Drivers of brand loyalty

Back 22

– Emotion

– Value

– Consumer experience

Front 23

Trends Affecting consumer buyer behavior

Back 23

- age Complexity

-Gender complexity

- individualism

- active, busy lifestyles

- health emphasis

- alternative family structures

Front 24

criteria for effective targeting

Back 24

- identifiable

- Sizeable

- Stable

- Accesible

Front 25

methods of segmenting consumers markets

Back 25

• Demographics

• Psychographics

• Generations

• Geographic

• Geodemographics

• Benefits

• Usage

Front 26

Product Positioning

Back 26

is the perception created in the consumers mind regrading the nature of the company and its products relative to the competition.

Front 27

Product positioning strategies

Back 27

- Product attributes versus competitors

- use of application

- price/ quality

- product user

- product class

Front 28

threshold effects

Back 28

enough advertising to reach a threshold where IMC affects consumer response in a positive direction

Front 29

carryover effects

Back 29

will consumer remember the ad or promo when it's time to buy that category again

Front 30

wear-out effects

Back 30

ad message becomes old and consumers pay attention less

Front 31

decay effects

Back 31

message fading after ads stop

Front 32

advertising Goals

Back 32

• To build brand image

• To inform

• To persuade

• To support other marketing efforts

• To encourage action

Front 33

Pulsating schedule

Back 33

burst of intensity

Front 34

Flighting schedule

Back 34

spending at select times

Front 35

continuous schedule

Back 35

keep brand before consumers

Front 36

means-end theory

(suggest six elements)

Back 36

1. Product attributes

2. Consumer benefits

3. Leverage points

4. Taglines

5. Personal values

6. Executional framework

Front 37

Media Selection

Back 37

• Media-usage habits of target market

• Point of Contact / Lifestyle Analysis

• Audience characteristics of media

• Minmize “wasted reach”

Front 38

Executional Framework

Back 38

animation

slice of life

dramatization

testimonial

authoritative

demonstration

fantasy

infromative

Front 39

Message Strategy

Back 39

cognitive

affective

conative

Front 40

fear appeal

Back 40

low-not noticed

high - ignored

Moderate - works best

Front 41

Humor Appeal

Back 41

Excellent for getting and keeping attention

used in 30% of TV and radio ads

Humor causes consumers to

watch

laugh

remember

likeable ads

Front 42

Rational Appeal

Back 42

_ Based on hierarchy of effects model

- active processing of information

Front 43

Emotional Appeals

Back 43

Brand Loyalty

Key to developing brand loyalty

creates bond with brand

Front 44

Means-End Chain

Back 44

Product Attributes

Consumer Benefits

Leverage Point

Personal Value

Front 45

Repetition

Back 45

3x+

Front 46

Variability theory

Back 46

same ad message, different stories and environments

Front 47

Media Multiplier effect

Back 47

multiple media 2+ increases recall

Front 48

media planning

Back 48

• Analysis of target market

• Focus on consumer behavior

• Understanding purchase process

• Study media choices

• Listening and viewing habits

Front 49

Media Buyers

Back 49

- Purchase space, negotiates rates

- placement important consideration

- little connection between agency size and price?

Front 50

Reach

Back 50

-Number or % of target audience exposed

-Typically 4 week period

Front 51

Frequency

Back 51

average number of exposures

Front 52

Gross Rating Points (GRPs)

Back 52

- measures impact of intensity of media plan

- = vehicle rating x # insertions

- or GRPs = Reach x Frequency

- % of population x avg times seen per person

Front 53

costs

Back 53

Cost per thousand (CPM)

•CPM allows for cost comparisons•Weighted/Target CPM (cost per thousand of target consumers reached)

Front 54

Ratings

Back 54

Ratings measure percent of target market exposed by medium

Front 55

Review: media Schedule

Back 55

• Continuous campaign

•Pulsing or Pulsating campaign

•Flighting (or discontinuous) campaign

Front 56

Impressions

Back 56

•Ad shown 4 times to an audience of 2,000,000 = 8,000,000 gross impressions

Front 57

Gross rating points (GRP's)

Back 57

• GRPs = Frequency x Reach (as ratings points)

• Ad shown 5 times on a show with Rating of 10 = 50 GRPs