mktg 455 exam 2
- mediums of advertising
TV, radio, newspaper, magazines, social/online, outdoor, direct mail TV strengths and weaknesses good story telling, highest reach, entertains.high production and placement costs Radio strengths and weaknesses highly targetable (time, who listens to the type of music, its local), short lead times
cluttered, no visuals Newspaper strengths and weaknesses flexible (geographically you can reach, where you but the ad in the paper).
Bad production quality, clutter, declining readership, short shelf life Magazines strengths and weaknesses target based on hobbies and interests, long shelf life (you leave it out for a while), good quality of paper and images.
Expensive, clutter, long lead time Social and Online strengths and weaknesses immediacy (measure and post and change immediately), interactive (blessing and a curse), target down to the individual, can have large reach.
Invasion of privacy, disruptive, you can block ads, impossible to measure ROI on JUST social (likes and shares cant measure how that really relates to sales) Direct mail strengths and weaknesses personalization, target geographically, highly measurable bc you have the emails the phone numbers etc.
can be considered invasive, waste of paper and time how do brands become sponsored links in search results?bids on googles ad words steps in the media planning process (what media planners use to optimize clients advertising objectives)
- Select your target audience: it influences the next three steps, you need to know who
they are
- Set MEDIA objectives
- Reach: % of your identified target audience that sees your message at least one time
- Frequency: avg # of times over the measurement period your audience sees your
- Weight: Reach X Frequency. % of our audience that sees the spot whatever f is. How
during your period (4 weeks)
message (3 is the minimum frequency)
we allocate our money. Cost is calculated by the R X F
d. Continuity: Same weight throughout the year
- Pulsing: always on the market but at different weights (holidays etc) seasonality
ii. Flighting: have off periods (dark periods) where you're not on at all. Influenced by budget the most, seasonality
iii. Recency: all about timing and the timing of the reach
iv. Cost: completely budget driven, least strategic model
- Select media and vehicles
- Buy media
- elements of effective advertising
- Must extend from sound marketing strategy (it won't be effective if it doesn't align w
Reach percentage of the target audience exposed at least once Frequency # of times on average during the media planning period that members of the target audience are exposed to the media vehicles that carry a brands advertising message Gross rating points the weight that a particular advertising schedule has delivered, total coverage (duplicated audience) exposed, exposed multiple times
the strategy)
2. Creative with a purpose: engaging and make sure it's still meaningful
- Must deliver on its promise: the promise you make in the ad and the brand image
4. Break through the clutter: stop, look, and listen.
- Must take the consumers point of view
- functions of advertising
1.Informing: raising awareness of new brands, facilitates positive brand image
2.Influencing: persuades consumers to try a product
3.Relevance: keeping fresh in consumers memory and making it relevant to them
4.Adding value: adding value to the consumer, proving it
5.Assisting the company growth: facilitates other company communications i.e promos and sweepstakes
- styles of creative advertising
4. Brand image: basically about positioning in the consumer's mind
- Unique selling proposition: it's your "only" highly differentiated, we are the only ones
who can provide this
5. Resonance: knowing your audience and what works for them
- Preemptive: encourage them to buy it before they need it (condoms, batteries, sugar)
- Introducing
6. Emotional: jewelry, food, baby products, dove beauty
B.U.R.P.I.E bitch importance of the creative brief Everyone uses it to get on the same page. To provide an outline to begin the strategic marketing process.
- elements of a strong social media plan (ESSSSAY)
1.Targeted: know who youre talking to and where they go on social media
2.Focused: consumers have a 3 second attention span, has to get through the
competition
3.Measurable: keeps us accountable, lets us refine what we are doing
4.Great content: if its good people will share it
5.Simple: people need to understand it
6.Use the right media for message: do we want a video or picture etc and where? Ex.Doves video couldn't go on insta, or snap or short video platforms 7.Memorable 8.Profitable models of agency compensation •Fees for service (by the hour or retainer) •Commission (predominantly on large media accounts) : commission paid by the media buy (15%) this is how it used to be •Custom compensation arrangement oOutcome or performance-based compensation oBlend of Fee plus commission key benefits and downsides of online advertising immediacy, two way conversation, privacy ` continuous advertising schedule same weight throughout the year. common goods that you need all the time, want to constantly remind you of their brand image Pulsing advertising schedule all the time but weighted differently flighting advertising schedule there are dark periods blogs Way for people to voice consumer thoughts on products and services. Mommy blogs were the first. Credibility can depend on whether they take paid endorsements or not.storyboards On a poster board or something, done for the client, the idea is to walk them through what some production is gunna look like. Show them before we ever start prodction quantitative research number and metrics based, can measure using clicks and buys in real time qualitative research feelings, sentiment, attitude different forms of direct mail letters, snail mail, post cards, packages, email, phone call, catalogs (catalog subscribers buy 150% more) questions to ask when choosing the best medium for advertising Who is our audience and where do they go to receive info? What is the message and how are we trying to tell it? What can we afford to do (cost)? Demographics where are they?measuring television viewing
national: nielson people meter technology: a box is hooked up to a family's TV and allows the family to switch "viewer profiles" for more accurate data.
local: Nielson Diary: Consumers are paid to record their TV watching by episode and time.measuring radio arbitron measuring magazine SRDS standard rate and data influencers of price/cost of TV time.•A network spot can run in all affiliates across the country •Cost depends on programming and what day part the spot runs on
oDaytime: early morning news until 4pm
oFringe: early afternoon prior to local news; appeals manly to children
oPrime: 8pm-11pm; best and most expensive
influencers of price/cost of radio time Radio: drive time: most expensive its rush hour to and from work
