Advertising FULL Review PDF

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FULL REVIEWS OF THE COURSE IN ENGLISH....

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Advertising FINAL EXAM

1.  Describe the importance of marketing communications within the marketing mix. Communicating product: 1 .Pr o duc tv a l ue :o ffe r st oac u s t o me ri ne x c ha n g ef o rmo n e y . 2 .Pr o duc t sa t t r i but e s/be ne fit s :Pr o d uc t sa r eb u n d l eo fb e n e fit s . 3 .Br a ndi de nt i t y:Pr e s e n tt h eb r a n di ns i t u a t i o n st ha twi l l a l l o wt h ec o ns u me rt ov i e wt h e b r a n dp o s i t i v e l y . 4 .Br a nde qui t y:I n t a n g i bl ea s s e to fg o o d wi l l . Co mmu ni c a t i n gp r i c e :as t r on gmo d e r a t i n ge ffe c tf ori n t e r n e t b a s e da d v e r t i s i n g . Co mmu ni c a t i n gd i s t r i b u t i o n :Wh e r et hep r o d uc ti sa ndwh a ts e r v i c emi g htb ea v a i l a b l ei nv a r i o us l o c a t i o n s

PRODUCT DECISIONS: THE VALUE, ATTRIBUTES/BENEFITS, BRAND IDENTITY & EQUITY PRICE DECISIONS: STRONG MODERATING EFFECT, PRICE IS ACCURATE WITH BENEFITS DISTRIBUTION DECISIONS: DIRECT & INDIRECT DISTRIBUTION CHANNELS  Identify the tools of the promotional mix—advertising, sales promotion, public relations, direct marketing, Internet marketing, and personal selling—and summarize their purpose.  PROMOTIONAL MIX: Coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or to promote an idea.

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ADVERTISING: NON-PERSONAL, HIGHLY PERVASIVE, CREATE BRAND IMAGES & EFFECT. COST EFFECTIVE & EFFICIENT, FLEXIBLE TOOLS, MULTIPLE DOMAINS, TRADITIONAL DIRECT MARKETING: DIRECTLY WITH TARGET CONSUMERS (RESPONSE) FOR DISTRIBUTION COMPANIES INTERNET MARKETING: TWO WAY COMMUNICATION, EACH ELEMENT OF MARKETING MIX, MORE COMMUNIACTION

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SALES PROMOTION: ACTIVITIES PROVIDING EXTRA VALUE OR INCENTIVE TO SALES FORCE OR CUSTOMER [PROMOTIONS] PUBLIC RELATIONS: PUBLIC ATTITUDES, POLICIES & PROCEDURES, GAIN PUBLIC UNDERSTANDING PERSONAL SELLING: SELLER ENCOURAGES BUYERS, COMMUNICATOIN FLEXIBILTY [PUBLICITY: NON-PERSONAL, NEWS, BROADCASTS MORE CREDIBLE, LOW COST]

 Illustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and importance. PROMOTIONAL AND MARKETING ACTIVITIES WHICH COMMUNICATES FIRMS WITH CUSTOMERS STRATEGIC INTEGRATION OF PROMOTIONAL TOOLS = MAXIMUM COMMUNICATION IMPACT PLAN

1. 2. 3. 4.

DEVELOP

EXECUTE

EVALUATE

Unified communications for consistent message and image. Differentiated communication to multiple groups. Database-centred communication for tangible results. Relationships fostering communication with existing customers.

 Explain the IMC planning process model and express the steps in developing a marketing communications program. Importance of the IMC Plan AUDIENCE CONTACTS CONSUMER’S POINT OF VIEW RELATIONSHIP MARKETING CONSUMER ADOPTION OF TECH. AND MEDIA PLANNING EFFICIENCY AND EFECTIVENESS BEST WAY FOR A COMPANY TO MAXIMIZE THE ROI IN MARKETING & PROMOTION

 Identify how the IMC planning process is continued throughout all chapters. #1 REVIEW MARKETING PLAN #2 ASSESS THE MARKETING COMMUNICATION SITUATION #3 DETERMINE IMC PLAN OBJECTIVES #4 DEVELOP IMC PROGRAM #5 IMPLEMENT AND CONTROL

2.  Identify the role of the advertising agency and the services it provides.

SUPERAGENCIES CUSTOMIZE GLOBAL CAMPAIGN FOR LOCAL MARKETS (DARK NOIR) STRUCTURE OF AN AGENCY

ACCOUNT SERVICES: LINK BETWEEN AGENCIES AND CLIENTS. COORDINATE EFFORTS IN PLANNING CREATING AND PRODUCING ADS CREATIVE SERVICES: RESPONSIBLE OF THE CREATION (ARTIST) OF THE CLIENTS ADV. MESSAGES PRODUCTION SERVICES: PHYSICAL DEVELOPMENT OF THE AD, COORDIANTES PHASES OF PRODUCTION, SEES THAT ALL ADS ARE COMPLETED ON TIME MEDIA SERVICE: MEDIA PLANNER  MEDIA BUYER PLANNING & RESEARCH SERVICES: PROVIDE A VARIETY OF MARKETING SERVICES, ASSISTS OTHER DEPARMENTS WITH THE COMMUNICATION STRATEGY

 Describe methods for compensating and evaluating advertising agencies. METHOD OF COMPENSATION: COMMISIONS FROM MEDIA (15%), FEES, PERCENTAGE, BASED ON PERFOMANCE

EVALUATION: FINANCIAL AUDIT: FOCUSES ON HOW THE AGENCY CONDUCTS ITS BUSINESS QUALITATIVE AUDIT: AGENCY’S EFFORTS IN PLANNING, DEVELOPING AND IMPLEMENTING AOR (AGENCY OF RECORD): WHEN CLIENTS WORK WITH AGENCY FOR MANY YEARS AGENCIES CAN LOSE CLIENTS DUE TO: QUALITY, MISSCOMMUNICATION, STRATEGY AND POLICY CHANGE, CONFLICTS OF INTEREST  Contrast the role and functions of specialized marketing communications organizations. Evaluate the perspectives on the use of integrated services across agencies or within one agency, and agency-client responsibilities and partnerships

SPECIALIZED SERVICES: 1. Creative Boutiques: PROVIDE CREATIVE SERVICES, FULL-SERVICE AGENCY MAY CONTRACT WITH THEM 2. Media Buying Services: MEDIA BUYING SERVICES (SPECIALLY BROADCASTING) STRATEGY AND BUY TIME 3. Sales Promotion Agencies: PROMOTION PLANNING, DATABASE MARKETING 4. Public Relations Firms: PUBLIC AFFAIRS, GENERATING PUBLICITY, SPECIAL EVENTS, LOBBYING 5. Direct-Response Agencies: IMMEDIATE RESPONSE, RESPONSE CAN BE MEASURED 6. Interactive Agencies: WEB, TECHNOLOGY, DIGITAL & SOCIAL MEDIA

Companies must decide whether to use a specialized organization for each marketing communications function or consolidate them with a large advertising agency that offers all of these services.

THE CLIENT BRIEF What is it? • • • • • • • • • •

Context Why do we want to communicate? Who are we talking to (our target) Desired effect Takeaways Reasons why people should believe us How to measure effectiveness Media used for delivery Constraints Any other practical info

What is a good brief? •

A good brief is a clear brief • Objectives • Business challenges • Concrete (measurable) goals • Example: “To allow (client) to (targets) it is believed that (selected customers) will be interested in (product / service) by demonstrating that (positive angle).”

-Mi n ia n a l y s i so ft h es i t u a t i o n -mi n ip r e s e n t a t i o no ft h ec o mpa n y -Mi n ipr e s e n t a t i o no fc o mpe t i t o r sa n dt he i rp o s i t i o n i n g -Ob j . ma r k e t i n g Ob j . c o mmun i c a t i o n a l -Ta r g e t( s l i g h tp r e s e n t a t i o no ft h eb e h a v i o ro ft het a r g e t )

-d e s i r e dpo s i t i o n i n g -d e s i r e dt o n e -Co mmuni c a t i ono ra dv e r t i s i n ga x i s -Bu d g e t -De a d l i n e -Me d i ai fa l r e a d yd e c i d e d -Re q u i r e di n f o r ma t i o n :l o g o ,s i g n a t u r e , e t c

CHAPTER 18 “ARGUMENTS FOR”: VULNERABLE CLIENTELE & CHILDREN DON’T UNDERSTAND “ARGUMENTS AGAINST”: PARENTAL JUDGEMENT & FREEDOM OF EXPRESSION CRTC – prevents false advertising, non-profit Regulation for children Looks out for plagiarism ETHICAL ISSUES – do not design their messages to deceive

Offensive advertising or inappropriate

Shock Appeals Benetton – To gain attention

Need to have extra care with children and advertisement

3. 1) Understand elements of the situation analysis 1. MARKET ANALYSIS – CONSUMING TRENDS AND PRODUCT PURCHASE CYCLE 2. COMPETITIVE ANALYSIS – COMPETITORS & THEIR STRATEGIES 3. ENVIROMENTAL ANALYSIS – OPPORTUNITIES AND THREATS 4. COMPANY & PRODUCT ANALYSIS – SWOT, DIFFERENTIATION 5. CONSUMER ANALYSIS - THEIR ATTITUDES, BEHAVIOURS, DEMOGRAPHICS & PSYCHOGRAPHICS 2) Understand the differences between primary and secondary data

3) Knowledge of the principal source of marketing data and the key information they contain SECONDARY DATA DATABASES, SITES FOR MARKETING RESEARCH (VIVIDATA, NUMERIS) PRIMARY DATA QUANTITAVE: Researcher uses tools such as questionnaires to collect data • Data is in the form of numbers and statistics • Quantitative data is more efficient, able to test hypotheses, but may miss contextual data • Use when the variables are identified • Sample n>500 can help estimate the population QUALITATIVE: Researcher is the data gathering instrument (in-depth interview, focus group, ethnography) • A detailed understanding of a central phenomenon • Collecting data consisting largely of words (text) or image (picture) • OREO EXAMPLE - ethnography • MOBILE RESEARCH • NFC – NEAR-FIELD COMMUNICATION

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BIG DATA – LOTS OF INFO, COMBINE DIFFERENT SOUCES OF INFORMATION [COMPANIES THAT USE BIG DATA TEND TO BE 5% MORE PRODUCTIVE AND 6% PROFITABLE]

4) Understand the concept of segmentation 5 CRITERIAS FOR GOOD MARKETING SEGMENTATION: MEASURABLE: SIZE AND PROFILE OF SEGMENTS ACCESIBLE: EFFECTIVELY REACHED AND SERVED SUBTSANTIAL: LARGE AND PROFITABLE DIFFERENTIABLE: SEGMENTS ARE DISTINGUISHABLE ACTIONABLE: ATTRACTING AND SERVING SEGMENTS 3 STEPS OF SEGMENTATION – CORNERSTONE OF MARKETING STRATEGY: 

Behavior: There are 3 types of Behaviour

1. BENEFIT: BASED IN VALUES THEY SEEK WHEN BUYING EX: RESTAURANTS, COLGATE 2. USAGE: GROUPS CUSTOMERS BASED IN THE AMOUNT OF PRODUCT PURCHASED. 80/20 RULE 3. USAGE OCCASION: WHEN CUSTOMERS USE A PRODUCT THE MOST, OCASSIONS. EXAMPLE: THANKSGIVING

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Demographics: BY SEX, AGE (GENERATIONS), FAMILY LIFE CYCLE (MOTHER), SOCIAL CLASS, EDUCATION, RELIGION

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Psychographics: ATTITUDES, BELIEFS, SOCIAL CLASS, LIFESTYLE, BUDGET. EXAMPLE HARLEY-DAVIDSON FOR THRILL SEEKERS

VALS FRAMEWORK DIVIDES PEOPLE INTO 8 SEGMENTS

5) Be able to search, analyze and interpret PMB data

100 is the mean Over 100, consumers a more likely to consume product Under 100, consumers a less likely to consume product Generally, one must considers indicators above 115 or below 85 to illustrate a significant feature

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%VERT Vertical (Distribution or composition) of the number of people %HORZ Horizontal : related to the population  Vertical % and population size signal the importance of the segment  Horizontal % signals the relative importance to the target segment  Indicator indicates the probability of consumption

4. CONSUMER BEHAVIOUR IS MORE THAN JUST A PURCHASE

NEED RECOGNITION: DIFFERENCE BETWEEN IDEAL STATE AND ACTUAL STATE CONSUMER MOTIVATION: HOW HE/SHE PERCEIVES A SITUATION AND RESOLVES IT (MASLOW’S HIERARCHY OF NEEDS) FROM STAGE 1 TO STAGE 2: THERE HAS TO BE AN INTERNAL (MEMORY) AND EXTERNAL (INFORMATION) SEARCH EVOKED SET: SUBSET OF ALL BRANDS, IMC CAMPAIGN GOAL IS TO PUT THAT BRAND IN THE EVOKED SET

ELABORATION LIKELIHOOD MODEL

STANDARD LEARNING MODEL TWO CASES LEARN  FEEL  DO HIGH INVOLVEMENT: ACTIVE PARTICIPANT, INVOLVED CONSUMER LEARN  DO  FEEL LOW INVOLVEMENT: PASSIVE LEARNING, ADS HAVE TO HAVE SIMPLE MESSAGES

SELECTIVE PERCEPTION MAY OCCUR IN ALL FOUR STAGES OF THE PERCEPTION PROCESS

1. S.E. – SENSORY OUTPUTS, MAKE THEMSELVES AVAILABLE TO INFORMATION 2. S.A. – RELEVANT TO HIS NEEDS, CHOOSES ONE ABOVE OTHERS, RIGHT MESSAGE TO RIGHT TARGET 3. S.C. – ORGANIZING, CATEGORIZING AND INTERPRETING THE INFO. INFLUENCED BY INTERNAL PSYCHOLOGICAL FACTORS 4. S.R. – CONSUMERS DON’T REMEMBER ALL THE INFO

ATTITUDE FORMATION: MARJETER’S EVALUATE VIEW AND CONSUMERS

FISHBEIN MODEL – SAUNDRA’S COLLEGE DESICION

HOW TO CHANGE HER ATTITUDES: 1. CHANGE BELIEFS ABOUT AN ATTRIBUTE 2. CHANGE PERCEPTION OF VALUE OF AN ATTRITBUTE 3. ADD AN NEW ATTRIBUTE 4. CHANGE PERCEPTIONS OR BELIEFS ABOUT COMPETITOR

BRANDING IS A SYMBOL, TERM OR NAME, SETS APART FROM COMPETITION CONSUMERS ASSOCIATE IT WITH A SET OF TANGIBLE AND INTANGIBLE BENEFITS PROS: INCREASES RECOGNITION, CHANGE IN SOCIAL VAUES, CREATES DIFFERENTIATION, DELIVERS VALUE AND A PROMISE REDUCES RISK, CREATES TRUST AND MAKES A PROMISE ENCOURAGES PEOPLE TO PAY A HIGHER PRICE TRANSFERING THE BRAND TO NEW PRODUCTS STRONG BRAND, STRONG BRAND EQUITY

ALWAYS LISTEN TO YOUR CUSTOMERS!! KEEP THEM SATISFIED

5. Define an objective, know its components and be able to draft one 1. Differentiate an objective, a strategy and a tactic

OBJECTIVE: WHERE DO I WANT TO GO? CORPORATE: PROFITS, ROI, BUSINESS CULTURE MARKETING: PROFITS, SALES VOLUME, MARKET SHARE COMMUNICATION: AWARENESS, POSTIVE BELIEF, CONSUMER RESPONSE MODEL

OBJECTIVES ARE: SPECIFIC, MEASURABLE, ACHIEVABLE, RELEVANT AND TIME BOUND. SMART In an IMC plan, objectives determine what the plan is to accomplish in its entirety, on a specific segment, in a geographic market, for a set period. MARKETING OBJECTIVE: Increase sales by 5% for the Budweiser brand amongst women of 24-35 y-o, with an urban lifestyle in Quebec, for 2016

STRATEGIES: HOW TO? BY ENCOURAGING! - SUBWAY EXAMPLE PRICE: DECREASING PROMOTION: DISCOUNTS PRODUCT: INCREASE FRESHNESS PLACE: OPEN ANOTHER FRANCHISE 4P’s TACTICS: OPERATIONALIZATION OF THE STRATEGY IN STORE VISUALS, ADVERTISE

2. Understand the differences between a marketing and communication objective 3. Understand what can have an impact on reaching communication objectives 4. Understand the concept of positioning and its impact on the IMC plan

In an IMC plan, objectives determine what the plan is to accomplish in its entirety, on a specific segment, in a geographic market, for a set period. MARKETING OBJECTIVE: Increase sales by 5% for the Budweiser brand amongst women of 24-35 y-o, with an urban lifestyle in Quebec, for 2016

A communication objective refers to a precise communication task to be accomplished for a specific target in a given amount of time COMMUNICATION OBJECTIVE: Inform 10% of ESG Students about the new promotion at the Subway banner on St-Catherine street during the fall of 2016

INFORM: LAUNCH NEW PRODUCT, INFORM NEW PRICE, GIVE A DESCRIPTION, CORRECT MISCONCEPTIONS PERSUADE: BUILDING SELECTIVE BRAND REFERNCE, ENCOURAGE BRAND SWITCHERS RECALL: REMIND THAT THE PRODUCT IS NEEDED, WHERE TO BUY EXAMPLE:

Marketing objective - Increase sale by 5 % to UQAM students for the Subway branch located at 405 SteCatherine, during the winter 2020 semester Marketing strategy - Encourage UQAM student consumers to invite their friends in exchange for a rebate Marketing tactics

CONS: • • • •

Promote the rebate (2$ off) with in-store wall posters Encourage employees to talk about the promotion Send a message to the student unions to promote the discount Get the message out on the Subway Facebook page etc…

The target audience is not well-identified Marketing objectives are irrealistic Marketing objectives are not measurable Marketing objectives are confused with communication objectives

5. Be able to do a brand positioning Relates to the intended image of a product or brand Relative to a competing brand for a given competitive space as defined by certain product market or category characteristics. A key decision prior to determining the most effective selling message of the advertising or the IMC. USP You have to plan position that will give the product the greatest advantage + Design marketing mixes to create these planned positions

PERCEPTUAL MAPS

THERE CAN BE SOME ERRORS TOO! Heineken racist add POSITIONING STATEMENT REPOSITIONING: EXAMPLE: MARLBORO

Positioning components • •

Amongst [target], [brand] is the [reference] that [differentiation] because [unique selling proposition]. Amongst consumers who like to snack, Coffee Crisp is the chocolate bar that can give you energy, because it contains coffee.

6. Know the 6 criteria to evaluate a positioning Pertinence: Meaningful to consumers? Credibility : Are we credible/believeable? Unique : Unique to your brand (USP)?

Realization : Consistent performance and communication? Strong : Durable over time Clarity

6. Creative strategy decisions and Message Execution

 Creative strategy vs. Creative tactics Creative strategy: Determining what the advertising message will say or communicate. Creative tactics: Determining how the strategy will be executed.

 Creative process (the steps, how to come up with the big idea, etc.) Young’s Four-Stage Approach Preparation : Read background info about the problem Incubation : Get away and let ideas develop Illumination : See the light or solution Verification : Refine the solution and see if it is an appropriate solution MESSAGE STRATEGY, BIG IDEA, EXECUTION

CREATIVE CHALLENGE: CONSUMER  PRODUCT  COMPETITION MOLSON CANADIAN BEER HAS A STRONG PROMISE

 The creative brief Specifies basic elements of the creative strategy and other relevant information. Essentially a plan that summarizes the entire creative approach that is agreed upon by the creative team and the marketing managers. 1. Basic problem or opportunity the advertising must address 1. What effect on consumers? (action)…Communication Objectives 2. Target audience and behavior Objectives 3. Communication objectives. • Brand positioning strategy statement. Amongst [target], [brand] is the [reference] that [differentiation] because [unique selling proposition]. 4. Creative strategy (creative theme, message appeal, source characteristic). 5. Supporting information and requirements 1. What? – Product features 2. Why? Rational vs Emotional → Linked with positioning statement The copy platform, also known as creative platform or work plan, focuses energy and keeps the creative team ‘on strategy’.

 Unique Selling Proposition (USP)

 Slogan Slogan characteristics can pertain to brand attitude objectives or brand awareness objectives.  The different types of creative strategies and tactics RATIONAL APPEARS, COMPARATIVE ADVERTISING, POPULARITY, PRICE, EMOTIONAL APPEARS, HUMOR APPEALS, FEAR APPEALS. THERE’S EITHER RATIONAL OR EMOTIONAL APPROACH

 Advertising platform PRINT MESSAGES: FORMAT, SIZE , COLOUR, BLANK SPACES HEADLINE: ATTRACTS THE READER ATTENTION, GIVE A GOOD REASON SO THAT THEY KEEP REDAING, PERFORM SEGMENTATION FUNCTION (ENGAGE WITH CONSUMERS INTERESTED IN THE PRODUCT) BODY COPY: FLOWS WITH POINTS MADE IN THE HEADLINE, DIRECTED BY THE CREATIVE STRATEGY VISUAL: DOMINANT ELEMENT, COMMUNICATE THE IDEA OR WORK WITH THE HEADLINE AND BODY VIDEO AND DIGITAL: VIDEO/AUDIO, MAINTAIN THE AUDIENCE ATTENTION VIDEOS: SCRIPT AND STORYBOARD AUDIO: MOST COMMON THROUGH RADIO, VERBAL (THEATRE OF THE MIND), RELIES STRICTLY ON SOUND

 Guidelines for evaluating creative output.

7S OF COSSETE: Strategy Surprising Seduction Simple Unique Signed Neat and tidy : The finished product is clean and neat : The ad uses beautiful images

7. Media Planning and Budgeting for IMC

 The evolution in the role of media planning WHAT IS MEDIA PLANNING? A series of decisions involved in delivering the promotional message. A process that results in decisions being altered or abandoned as the planning evolves. A plan of action to communicate a message to a target audience at the right time, and right frequency.”

MEDIA OBJECTIVES Maximize reach and frequency and generate the greatest impact for the money spent Come from and lead to the attainment of marketing and communication objectives. CATEGORY NEED & BRAND AWARENESS (BRAND ATTITUDE, TRIAL AND REPEAT PURCHASE) MEDIA STRATEGY How are you going to accomplish it? A host of strategic factors are considered. Money (the availability or lack of it) dictate decisions in each strategic area. THREE MAIN CONCEPTS ARE TAKEN INTO ACCOUNT: REACH, COVERAGE, FREQUENCY MEDIA TACTICS MEDIA DECISIONS (EX. YOUTUBE, FACEBOOK) AND MEDIA VEHICLE MAGAZINES, TELEVISION, NEWSPAPER, INTERNET, RADIO, OOH CHALLENGES

ADDITIONAL INFO: DEFINING THE TARGET AUDIENCE: EX. LIFESTYLE, BEHAVIOUR, ETC. MEDIA HABITS RESEARCH: TRHOUGH INTERNET, PRINT, TV & RADIO CREATE A PERZONALIZED PROFILE I.E. A PERSONA  Strengths and weaknesses of media

ALL BESIDES MAGAZINES HAVE REACH AND FREQUENCY ALL HAVE GEOGRAPHIC COVERAGE ALL HAVE CLUTTER AS LIMITATIONS PROS TV: RE...