Flashcards
Advertising
Cards in this deck (29)
- 1What is the definition of advertisingAny paid form of non-personal communications promoting a good/service/idea by an identified sponsor
- 2What are the pros of advertising?Reaches masses
Projects an image of the advertiser - how popular/successful
Adds legitimacy to the product
Allows message repetition and competitor comparison
Expressive medium
Helps build long term image - 3What are the short comings of advertising?Communication flow is only one way
It is impersonal
Can be very expensive - 4What are the stages of the advertising campaign development process?Marketing Strategy
Advertising Strategy
Creative Strategy
Media Plan
Alternatives
Implement & Evaluation - 5Advertising: A tool to inform and persuade What do the numerous ways of informing and persuading lead to?A decision on what type of appeal to use in advertising message
- 6What appeals are available?Rational
Emotional
Endorsement
Moral - 7Describe rational appealsThey contain features, practical details, and factually relevant cues to be used for evaluation
- Demonstrations, Testimonials, Problem solutions, Comparative ads, Slice of life and Dramatisations - 8Describe emotional appealsTheir purpose is to elicit an affective response and convey an image
Often done using humour, eroticism, fear, music and warmth - 9Describe endorsement appealsWhen a credible expert, or a well-known, attractive and credible celebrity is used to promote a good/service
Ensure product-endorser fit
Be wary of endorser behaviour - Tiger Woods - 10Describe moral appealsWork by directly targeting the audience's sense of what is right and proper
Can boost the moral perception/awareness of the organisation
Positive morals vs. Negative morals - 11To know which appeal is better suited, what do marketers need to understand?Marketers need to understand consumer purchase motivations, how their attitudes are primarily formed, their buyer readiness stage and how they respond to advertising
- 12What tools are available to develop this understanding?Foot-Cone-Belding Grid
Rossiter-Percy Grid
Elaboration Likelihood Matrix - 13What can the FCB help identifyThe nature of the product based on the consumer's involvement with it and whether its primarily a think/feel purchase
Will guide whether emotional/rational is more suited - 14What is the contribution of the Rossiter-Percy GridIt extends the think/feel continuum of the FCB grid to identify the primary purchase motivation of a product/service being either Informational or Transformational
- 15Describe the basis of informational purchasesProblem solving or avoidance
Resource depletion
Incomplete satisfaction - 16Describe the basis of transformational purchasesSensory gratification
Intellectual Stimulation
Social approval - 17What does the elaboration likelihood model contribute?Identifies the most suitable communications model based on whether a message with be highly elaborated upon or not, and how attitudes are primarily formed for that product/brand
- 18Translating the advertising strategy into a creative strategy is the most difficult step but so important, why?Because it is the creative aspects which increase recall, awareness and purchase intent
Good creatives should be able to ensure central processing through enhancing motivation, ability and opportunity to process a message and direct the outcome - 19What can creativity be defined by?5 key components
Originality - rare unique
Flexibility - connect to lots of ideas
Elaboration - contain unexpected details
Synthesis - connect to unrelated ideas
Artistic value - aesthetically pleasing - 20Is there a difference between B2B and B2C advertising?Yes, B2B advertisements are a lot more rational
Firms are looking for reliable, trustworthy partners and suppliers - 21What 4 dimensions are B2B ads judged againstSelling proposition
Company visibility
Ad characteristics
Reader's feelings about relationship with ad
While it's rational it doesn't have to be dull - 22Cultural components will impact how messages are perceived. What cultural aspects do marketers need to consider?Language differences & translations, incl non verbal signals
Values & attitudes across cultures
Religion - may influence what can be said or shown
Sense of humour differs across cultures
Hofstede's cultural dimensions - 23Define what a MEDIA PLAN isA media plan is a document which specifies what media & vehicles are going to be bought, when, at what price, and with what expected results
- 24What is the media planning process?Assess the communications environment
Describe target audience
Set media objectives
Select media mix
Buy media - 25What is involved in the assessment of the communications environment?Analysing competitor efforts
Establishing local habits
Identifying existing regulations - 26Give examples of QUANTITATIVE criteria used to evaluate mediaReach
Speed of reach
Frequency
Message life
Geographic flexibility - 27Give examples of QUALITATIVE criteria used to evaluate mediaImage building capacity
Clutter
Amount of info conveyed
Passive/active
Value added
Emotional impact - 28Give examples of TECHNICAL criteria used to evaluate mediaProduction costs
Media availability
Penetration rate
Buying characteristics - 29What are the different types of media?OUTDOOR
MAGAZINE
NEWSPAPER
DOOR2DOOR
CINEMA
TV
RADIO
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- University Final Year Marketing Communications (Marketing Communications) Flashcards on Advertising , created by Alex Millar on 24/04/2017.
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- Alex Millar
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