MKTG IMC Test 2 Review PDF

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Exam on Chapters 7 - 12 Chapter 7 - Establishing Objectives & Budgeting for Promotional Program Specific Objectives are foundation upon which other decisions rest: Communication Objectives ● Facilitate coordination ● Problems can be avoided if done thoroughly Planning and Decision Making Measurement and Evaluation of Results ● Provide a benchmark ● Many organizations concerned w/ ROI IMC objectives should be based on a thorough situational analysis that identifies marketing and promotional issues that face the company or the brand ● Evolve from overall marketing plan and rooted in its marketing objectives ● MARKETING GOALS AREN’T USUALLY APPROPRIATE PROMO OBJECTIVES ●

Advertising has a **CARRYOVER EFFECT**

Communications Objectives ● Use the hierarchical models discussed in chapter 5 ● Pass through 3 stages (cognitive , affective , conative ) ● W/ use of DAGMAR Model (Defining Advertising Goals for Measured Advertising Results) ○ Awareness ○ Comprehension ○ Conviction ○ Action ● ESTABLISHING THE BUDGET ○ 2 Decisions: Size of firm’s advertising and promotional budget, how much to spend on the promotional effort ○ Top V Bottom Up Approaches (**we’re following a top down**) ○ Allocation of budget throughout the promotional mix Chapter 8: Creative Strategy - Planning and Development ● Creative Strategy V Creative Tactics (how strategy will be executed) ● Creative Types → People who develop ad commercials Determinants of Creativity: 1. Advertising creativity 2. Divergence a. Extent to which an ad contains novel, different or unusual elements 3. Relevance a. Degree to which elements of ad are meaningful, useful or valuable to the

consumer Creative Process 1. Account Planning 2. Background Research (general and product or service-specific research) a. Psychographic studies, branding research, etc. b. Qualitative Research Input i. Provides valuable insight at early stages of the creative process; done through things such as in-depth interviews, focus groups, etc. c. Verification d. Revision i. Animatic → Videotape of a storyboard along w/ an audio soundtrack ii. Storyboard → Series of drawing that present a proposed commercial’s visual layout 3. Advertising Campaigns a. Theme b. Slogan (tagline) c. Approaches i. Use a unique selling proposition 1. Benefit, unique, potent (it sticks) ii. Creating brand image 1. Image advertising iii. Finding the inherent drama 1. Characteristic of a product that makes the consumer purchase it iv. Positioning 4. Creative Brief a. Basic problem b. SMART Objectives i. Specific, measurable, attainable, realistic & timely c. Target Audience d. Define advertising appeal for your IMC Plan e. Define message strategy f. Describe type of educational framework g. ANY Creative Considerations Chapter 9: Creative Strategy - Implementation and Evaluation Advertising Appeals ● Goal is to persuade consumers ● Informational/Rational Appeals ○ Focus on practical, functional or utilitarian need for the product or service ○ Competitive Advantage Appeal ○ Feature Appeal ○ Favorable Price Appeal

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○ News Appeal ○ Product/Service Popularity Appeal Emotional Appeals ○ Transformational Ad → Associates the experience of using the advertised brand with a unique set of psychological characteristics Additional Appeals ○ Reminder advertising ○ Teaser advertising ○ User-generated content (UGC)

Advertising Execution ● Straight-sell or factual message ● Scientific/technical evidence ● Demonstration ● Comparison ● Testimonial ● Slice of Life ○ Based on a problem/solution approach that consumers might face in their daily lives ● Animation ● Personality Symbol ○ Develops a central character that can deliver the advertising message (ex. Tony the Tiger) ● Imagery ● Dramatization ● Humor ● Combinations Creative Tactics for Print Advertising ● Headlines ● Subheads ● Body Copy ● Visual Elements ● Layout Creative Tactics for Television ● Video ● Audio ○ Voiceover ○ Needledrop (prefabrication, multipurpose use of music) ○ Jingles ● Planning and Production of TV Commercials ○ Script ○ Production of storyboard or animatic ○ Preproduction, production, post production

Tactics for Online Advertising ● Internet is a more goal-oriented medium ● Difficult to maintain consumer engagement ● Click-through rate for online display ads is just .147% ● Native Advertising ○ Type of paid placement designed to fit seamlessly into the content that surrounds it ● Types: Display, online video Chapter 10 - Media Planning and Strategy Media Plan ● Guides media selection and determines the best way to get advertiser’s message to the market 1. 2. 3. 4. ● ● ● ● ● ●

Market Analysis Establishment of Media Objectives Media Strategy Development and Implementation Evaluation and Follow-Up Index Number → Good indication of the potential of a market Consideration of internal and external factors Survey of Buying Power Index Brand Development Index → Factors rate of product usage by geographic area into the decision process Category Development Index → Provides information on the potential for development of the total product category and not specific brands Example(s) of media objectives: Use broadcast media to provide coverage of 80% of target market over a 6 month period, etc.

Scheduling ● Continuity ● Flighting ● Pulsing Reach (how many people are exposed to ad) V Frequency (how often) ● Ratings Points ○ Program Rating (measure of potential reach in broadcast industry; expressed as %) ○ Gross Ratings Points (Summary that combines frequency and the program rating) ■ GRP = reach x frequency ○ Target Ratings Points ■ Number of people in primary target audience the media buy will reach and the number of times

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Doesn’t include **WASTE COVERAGE** (unlike GRP)

Budget Considerations ● Absolute (actual) Cost ● Relative Cost ○ Used to compare media vehicles ● Cost per Thousand ● Cost per Ratings Point ● Daily Inch Rate (for newspapers; cost of ad space x 1000 / circulation) ● Total cost per thousand ○ Calculates CPMs based on target audience, not the overall audience Chapter 11: Evaluation of Media - Television and Radio TV ● ● ● ● ● ● ● ● ● ● ● ●

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Excellent creativity and impact High coverage and more cost-effectiveness Selectivity and flexibility Costs Lack of selectivity Fleeting message Clutter Zipping → fast-forward through commercials Zapping → Changing channels to avoid commercials Networking V Spot (or local) Advertising Syndicated Programs ○ Sold and distributed station by station Sponsorship ○ Advertiser assumes responsibility for the production and content of the programs, and the advertising that appears within it (P&G developing shows for network TV and first-run syndication) Cable Television ○ Sometimes overshadowed by major networks ○ Multiplexing → Transmitting multiple channels from one network National Audience Information ○ Nielsen Television Index ○ People Meters → Records what’s being watched and by whom in 10,000 households ○ Sweeps ■ Viewing audiences in every local television market are measures at least four times a year Adjacencies ○ Time periods adjacent to network programs

Radio ● ● ● ● ●

Cost and efficiency, receptivity and selectivity tend to be advantages Flexible and can yield to mental imagery Creative limitations Fragmentation, chaotic buying procedures and limited research data Cume - Total number of people who listened to a station for 5+ minutes in a quarter hour period

Chapter 12: Evaluation of Media - Magazines and Newspapers Magazine Classifications ● Consumer magazines ● Farm publications ● Business publications Magazine Characteristics ● Selectivity and high reproduction quality ● Creative flexibility ○ Gatefolds ○ Bleed pages ● Permanence and prestige ● Costs, limited reach & frequency, long lead time ● Primary Circulation ● Guaranteed Circulation ○ Publishers often give rebates if number of delivered magazines falls below the guarantee ● 1st - 4th cover (of magazines and they’re typically the most expensive) Newspapers ● Daily → Found in cities and larger towns ● Weekly → Originate in small towns or suburbs; focus on local news and events ○ Hence, appeal primarily to local advertisers ● National Newspapers ● Special - Audience Newspapers ● Geographic Selectivity ● Offer additional services (copywriting, merchandising, market studies, etc.) ● City zone ● Retail trading zone ● All other areas ● General V Local rates ● Rate Structures (USE COLUMN WIDTHS 2 -1/16 inches wide) ● Flat rates, open-rate structures, run on paper ● Interesting future for newspapers; INCREASED use of online delivery and multiple platforms...