1
Q
Examples of how media is a predictor of volume?
A
- TV ads
- Print ads
- Free standing inserts
2
Q
How is time a predictor of Volume
A
- Linear Effects
- Quadratic Effects
- Cubic/Sine waves effects (seasonality)
3
Q
What are the 4 key ingredients of the digital revolution?
A
- Broadband - Constant connection, reduces gap between exposure and action
- Networks - Community is the killer application, empowerment of consumer
- Search - Consumer ‘pulling’ personified in Google, control
- Wireless Mobility and freedom
4
Q
10 approaches that are transforming marketing communication
A
- The Internet
- Gaming
- On-Demand Viewing
- Experiential Marketing
- Long-form content
- Communal marketing
- Consumer-generated Content
- Search
- Music, Mobiles
- Branded Entertainment
5
Q
Why is the internet transforming marketing communication
A
- Mass Medium
- Measurability
- Impact
- No Prime time required
- Interactive
- Permissive
- Time spent viewing
6
Q
Why is gaming transforming marketing communication
A
- Advergaming
- Permissive
- Audience actively engaged
- Longevity of message
7
Q
Why is on-demand viewing transforming marketing communication
A
- ‘time-shifted’
- Ads ‘zapped’
- Marketers as content and service providers
- Longevity of message
8
Q
Why is Experimental marketing transforming marketing communication
A
- Synonymous with events Marketing
- Contextual relevance
- Marketers as content and service providers
9
Q
Why is long-form content transforming marketing communication
A
- Creates ‘content’ not commercials
- ‘Webisodes’
- 3 minute bookends
10
Q
Why is communal marketing transforming marketing communication
A
Marketing practice that incorporates public involvement in the development of an advertising or marketing campaign
11
Q
Why is Consumer-generated content transforming marketing communication
A
- Viral marketing
- Interactivity-induced consumer involvement
- ‘Open-source’ marketing
12
Q
Why is search, music, mobiles, and branded entertainment transforming marketing communication
A
- Search Engine Marketing: promotion of websites by increasing their visibility in search engine results
- Stealth Marketing (buzz marketing, undercover marketing)
- Product Placement
13
Q
Audience processing of advertising (6 steps)
A
- Message exposure
- Perception
- Orientation
- Goal-directed evaluation
- Judgement
- Information integration
14
Q
5 sections of the diffusion of innovations
A
- Innovators
- Early adaptors
- Early majority
- Late majority
- Laggards
15
Q
Attachment of social meaning to products and services
A
- Brand fulfills a higher-order need for self-actualization
- The social consequences of the brand’s ability to help affiliation and belonging
- Psychological significance of a brand for individuals
- Basic branding
16
Q
What are the two dimensions of brand narrative
A
Product and brand
17
Q
dimensions of brand narrative: Product, includes
A
- Scope
- Attributes
- Uses
- Quality/value
- Functional benefits
18
Q
dimensions of brand narrative: Brand, includes
A
- Organizational Associations
- Country of Origin
- User Imagery
- Brand Personality
- Symbols
- Brand/Customer Relationship
- Emotional Benefits
- Market Position
- Self-Expressive Benefits
19
Q
4 steps of new media trends
A
- Consumer adoption of new distribution formats
- A shift in brand sponsor spending
- Digital migration of platforms
- Emergence of new capabilities
20
Q
When consumers adopt new distribution formations they…
A
- Are more willing to provide personal information in return for perceived value and meaningful dialogue
- This confirms the acknowledgement of a new era of permission-based marketing messages
21
Q
A shift in brand sponsor spending could be a effect of
A
The need by organizations to evaluate expenditure is now demanding more ROI
22
Q
Digital migration of platforms
A
- The traditional boundaries between advertising and direct marketing forms are becoming less discrete
- Creating opportunities for innovative business models for content platforms
23
Q
Emergence of new capabilities is caused by
A
A result of technological, social, and economic changes and new competitors are driving new types of industry innovation
24
Q
What is a media vehicle
A
A class of message carrier such as TV, radio, newspaper etc.
25
What is frequency
The number of possible exposures to a media 'vehicle'
26
Characteristics that Measure Media exposure
- Opportunities to see target audience exposure
- Reach
- Weight - measured in Gross rating points or television rating points
- Share of voice
- Ratings
27
Types of media schedules
1. Continuous Schedules
2. Recency Schedules
3. Pulsing
4. Seasonal Schedules
28
Describe the continuous media schedule
- Aims to have high frequency (effective impact) with constant exposures in regular slots throughout the period
- This smoothed exposure frequency may be punctuated by periods characterized by heavier expenditure
- Also known as "frequency"
29
Describe recency media schedule
- Aims at co-ordinating exposures just before or at the point of purchase
- Also known as "flighting"
30
Describe Pulsing media schedule
- Aims to have an evenly spread, consistent pattern
| - Regular but separated exposures
31
Describe seasonal media schedule
- Refers to the bombardment of the target market with concentrated advertising hits
- Often when products have a limited sales period (Xmas toys)
- There is need to achieve exposure quickly (launch of new product)
- Also known as "blitzing"
32
Media Planning Overview
- More contact points are established to the target audience
- Advertising can create more associations through the distinct media used
- Advertising durability may be increased and it is possible to get a stronger effect from each exposure
- Instead of "harassing" the target audience with three exposures during the same TV-night, one may do this through one TV-commercial at night, one billboard in the morning, and one newspaper ad in the afternoon
33
What is media planning heuristics
- The choice of well-established and broad media
- Gear plans to maximizing SOV and to dominate media
- Concentrate advertising spend in time periods with the greatest product demand
34
What are examples of cost effective creative media tools?
- Scheduling media close to physical purchase environment
- Employing "countercyclical" advertising
- Launching new products as a form of media enhancement
35
Issues-Attention cycles are driven by? What pattern are they?
- Driven by external events
| - Sine wave patterns
36
Persona interest cycles
- Linear: Life Events
- Quadratic: Market forces
- Cubic: Regular cycles
- Sine Wave: Legends
- Cycles driven by major and minor external events
37
Primary Image and Identity Targets
- Press and Media
- Suppliers and Intermediates
- Retailers
- Opinion formers
- Opinion leaders and mavens
- The Internal Market
38
Press and media relations
- The influence of the media in presenting brand imagery
- Has a large impact on consumer perception
- Needs careful managing if brand equity is to be maintained
39
Supplier and intermediaries relations
- Carriers of the brand: agents who represent, distributors who stock, and retailers who display
- They are temporary representatives of the brand
40
Opinion formers overview
- Those who are perceived as having credibility
- They have formal expertise
- Can be targeted with a view to affecting positive publicity
41
Opinion leaders and mavens
- Individuals who have influence over consumers from their own social group
- Have a key role to play in the dissemination of information and creation of image
- Journalists can help launch a product, release a new movie or help repair a damaged reputation
- Celebrities may act as credible endorsers by transferring meaning to a product
42
Low degree of control + long term personal influence =
Public relations
43
High degree of control + long term personal influence =
Advertising
44
High degree of control + short term personal influence =
Sales promotion
45
Low degree of control + short term personal influence =
Personal selling
46
Current loyal consumers
- People who buy the right product most/all the time
| - Reinforce behavior, increase usage
47
Competitive loyal consumer
- People who buy competitors product most/all the time
| - Break loyalty, persuade to switch brand
48
Switcher consumer
- People who buy a variety of prods in the category
| - Persuade to buy the right brand
49
Price buyers consumer
- People who consistently buy the most expensive brand
| - Entice with low prices or supply added value that makes price less important
50
Non-users consumer
- People who don't use an product in the category
| - Create awareness of category and product
51
What are the two channels in the marketing communication mix
- Impersonal communication
| - Personal communication
52
Impersonal communication channels
- Aimed at managing image and building the brand
- Traditionally one-way, asymmetrical communications
- Transmitted indirectly through a medium like TV
- For advertising, an event for sponsorship, a pack for sales promotion, or a retailer for merchandising
53
Personal communication channels
- Aimed at managing sales, service and customer contact
- Mainly two-way, symmetrical dialogue
- Transmitted directly through F2F sales contact, telemarketing, mail, email, and all the interactive electronic platforms of internet, intranet, and extranet
54
Content of the marketing communication mix
- Advertising
- Personal Selling
- Public Relations
- Direct Marketing
55
Advertising content in the marketing mix
- Traditional forms of advertising are characterized by impersonal, one-way messages
- Paid for by an identified sponsor
- Transmitted to a mass and often homogeneous audience
- Goal is to influence, inform, or persuade
56
Personal selling in the marketing mix
- Face to Face two way communication
- A representative of the seller interprets customer need or problem
- Presentation of brand benefits
57
Public relations in the marketing mix
- A planned and sustained effort
- Establish and maintain goodwill
- Promote mutual understanding between an organization and its publics
58
Direct marking in the marketing mix
- Accurately targeted direct and personalized communication
- Attempts to create and sustain a relationship
- Promotes on-going dialogue
59
Examples of Ethical concerns
- Targeting to Vulnerable Groups
- Unethical and irresponsible advertising
- Public Relations Issues
- Packaging Issues
- Branding Issues
- Unfair Competition
- Sales Promotion Material
- Ethical issues with online communications
60
Ad processing measures
Recognition and recall
61
Ad recognition
- --Ad Recognition (AD) or with pack, logo, and brand name obscured which is known as Masked Ad Recognition (MAR)
- --Ad Recognition Frequency (ARF)
62
Ad recall
- --The Starch Readership studies
- --Brand prompted Recall (BPAR Day after Recall (DAR))
- --Day after Recall (DAR)
- --Pre-Test advertisement evaluation
63
Message effects
- Exposure to images and messages
- Processing of the ad
- Brand message effects
- Effects on target audience behavior
- Impact on market share
- Impact on brand equity
64
Summative evaluation
- Evaluation of the long-term impacts of brand loyalty and relationships
- Measures of sales and profitability
- This stage is about long-term communication impacts on attitude and purchase behavior
65
Outcome evaluation
- Evaluation of the effects on the target audience in terms of outcomes
- Criterion variables: attitudes, behavioral intentions, behavior
- Can also include measures of exposure, involvement, knowledge, and recall
- This stage measures short and medium-term communication effects
66
Process evaluations
- Evaluation of the implementation of messages as they are placed (media evaluation)
- Audience perceptions
- The effectiveness of mixed components
- This stage measures communication efforts as opposed to effects in terms of budget, expenditure and component cost-effectiveness
67
Formation evaluations
- Evaluation before the campaign begins
- At the very start of implementation can gather information from market dynamics (market conditions, competition and target audience requirements)
- Helps to shape the nature and condition the intended outcomes of the messaging efforts
- This stage measures communication intentions
68
Evaluation and measurement Focuses
- Formative Evaluation
- Process Evaluation
- Outcome Evaluation
- Summative Evaluation
69
Integration overview
- The key to good communication
| - The synergy between the delivery of messages through innovative ways across multi-media platforms
70
Interactivity and consumer engagement
- Monologue as one-way messaging: low engagement
| - Dialogue as two-way messaging: high engagement
71
Measurability
- Links, who saw the ad
- What specific action occurred in response
- Brand awareness, recall, purchase intention
- Links, messaging objectives
72
Address ability overview
- Identifying a group by various criteria
| - Geolocation, demographics, affiliation, past behaviors
73
Granularity Overview
- Allows more precise information to support ROI-driven advertising
- Micro data about target audiences
- Interaction with desired consumers while being able to accurately measure response and impact
74
Examples of sales force selling
1. New business development and Key Account Management
2. Technical Representation
3. Missionary or Task Force Selling
4. Trade Selling
75
Integrate marketing communication
-The combined effect of using other communication mix components gives a coherence and cumulative impact
76
Demand overview
- Statutory legal and regulatory 'disclosure' requirements
- Stake holders such as analysts and journalists may demand information directly from the company
- Broach reach and multiple sources that publicity can provide are important factors in disseminating information
77
Low costs overview
- Cost-effective method provided it makes an interesting contribution to the editorial material and is used
- Publicity may transfer from one medium to another (repeated in different formats) which makes it an even better use of resources
78
Brand familiarity determines...
- Determines how much attention should be given to the product
- Determines how complex the advertising content should be
79
Purchase motives
- Determine how much information should be used
- Whether an argument is appropriate
- Which emotions the advertising should evoke
80
Audience involvement determines
- Determines how much information should be used
- To what extent the target audience should be activated
- The number and strength of arguments used
81
Messages assessment: Brand comparison
1. Better position brand relative to competition
| 2. Emphasize benefits and downplay risks
82
Messages assessment: Change negative attitudes
1. Reexamine old beliefs
| 2. Provide new information about the brand
83
Messages assessment: Behavioral intentions
1. Promote trial of product
| 2. Promote active participation with social media
84
Previous behavior as a predictor of volume
Past consumption behavior t-1 & t-2
Marketing & Communication
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