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12 Cards in this Set
- Front
- Back
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Promotional advantages/disadvantages of TV |
Advantages: -Mass coverage and high reach = cost effective -Captivity + attention getting -High creativity and impact -Target selectivity and flexibility -Low cost per exposure Disadvantages: -Fleeting messages -audience distrust/negative evaluations -Increasing clutter -High absolute cost -Short message life/low selectivity |
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Promotional advantages/disadvantages of Radio |
Advantages: -Lower cost to produce and purchase -More Good for smaller and niche markets -High receptivity, selectivity + flexibility -Well-segmented audiences -Local Coverage Disadvantages: -More limited comm. and creative options -Less status + prestige -Clutter -Fleeting messages |
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Promotional advantages/disadvantages of Magazines |
Advantages: -Segmentation + selectivity -High receptivity -High info content -permanence/multiple readers -High quality reproduction Disadvantages -Visual only -Limited frequency and reach -Declining circulation -High competition/clutter Long lead time for ad placement |
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Promotional advantages/disadvantages of Newspapers |
Advantages: -High penetration + flexibility -High involvement / credibility / acceptance -Geographic selectivity -Lower cost -Matching ads with editorial -May be closely tied to sales promotion / coupons -Short lead time and timely -Reader controls exposure -Can be used for coupons Disadvantages: -Low production quality/low attention getting -Short lifespan -Clutter -Declining circulation -Selective reader exposure |
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Pros and Cons of using the internet for promotion and marketing |
Advantages:
-Target marketing -Message tailoring -Interactive capabilities -Information access -Sales potential -Creativity -Exposure/speed -Complement to IMC Disadvantages: -Measurement problems -Clutter -Potential for deception -Privacy -Irritation/annoyance |
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What is Web 2.0? What are some examples of how it is used for promotional purposes? |
New interactive technology that shifted power from publishers to consumers. Enhanced creative information sharing, and user collaboration. Blurred the boundary between interpersonal and mass communication. Promotional Purposes: -Creating feature entertainment: online advertisement -Website as “Lifestyle”: Think Dos Equis -Gamification: leverage people's natural desires for competition, achievement status, self-expression, altruism, & closure. Fueled by growth of cellphones |
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What is Web 1.0? |
Web 1.0 is a one-way flow of communication where feedback leads to the transaction. Web 2.0 is a multiple flow because of the user contribution of information where interaction and contribution create conversation. |
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What are the two primary theoretical perspectives most often employed to understand the effects of brand websites on consumers? |
Theoretical Perspectives -Cognitive Response Model -Ad execution thoughts -Source oriented thoughts -Attitude toward 'Ad' (ex. website) influences attitudes about brand -ELM (Central vs. Peripheral Route) -Individual involvement -Motivation |
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What are the main personal and website factors that determine the effectiveness of a brand website? |
Key Factors
Personal factors: -Involvement -Perceived Interactivity -Flow (immersion & control) Website/Brand factors: -Actual interactivity (number & types of features) -Usability -Modality -Number of functions -Degree of fit with brand image -Type of product (functional vs. value) |
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What is "bought" media? |
positive publicity gained through paid advertising
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What is "earned" media? |
Positive publicity gained through promotional efforts other than advertising (mentions, shares, reposts)
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What is "owned" media? |
Promotional channels that you control such as your website, facebook page, and twitter. |
