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UA / Advertising and Public Relations / APR 221 / What is the role of advertisers in advertising participants?

What is the role of advertisers in advertising participants?

What is the role of advertisers in advertising participants?

Description

School: University of Alabama - Tuscaloosa
Department: Advertising and Public Relations
Course: Intro to Advertising
Professor: Joseph phelps
Term: Fall 2016
Tags: Advertising and Advertising Principles
Cost: 50
Name: Intro to Advertising Study Guide for Test Two
Description: These notes cover what will be on the exam
Uploaded: 02/27/2017
5 Pages 112 Views 1 Unlocks
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Ad Test Two Don't forget about the age old question of What is the role of the senate?

Advertising Participants

Advertisers

  • like AT&T or Chery

Agencies

  • like BBDO and Widen Kenny

Media

  • like tv, radio

Suppliers

  • Supply research like neilson

If you want to learn more check out What makes the jovian planets so gassy?

Ad Agency FunctionsWe also discuss several other topics like What is the climate in new zealand?
If you want to learn more check out What is the indus valley civilization?

Creative services (actually create messages)

Media Services (plan media for effective delivery)

Account Services (liaison between client and agency)We also discuss several other topics like Why genes on the same chromosome violate independent assortment?

Account Planning (voice of consumer, guides creative)

Research Services (find consumer insights)If you want to learn more check out What pertains to the process of gradually adding more of the same types of skill?

Compensation Methods

Commision ⟶ Sliding Scale ⟶ Fixed Fee ⟶ Cost Plus

Commision - 15% of sales fell out because concern with agencies overcharging

Sliding Scale - negotiated rate of commission

Fixed Fee - client and agency make agreement on services / provided and fee paid

Cost Plus - agency keeps track of costs, client pays costs, client a previously agreed upon fee.

Advertisers want messages created for a specific purpose for a specific group with a specific plan for the information dissemination

In-house Agencies v. Independent Agencies

In-House ☆☆☆☆☆

  • not losing any commission $
  •  intimate knowledge of agency
  • confidentiality 
  • Community communication
  • better coordination / control
  • Wholly owned by Advertiser

Independent ☆☆☆☆☆

  • Objective less biased                                                 
  • Diverse Expenses                                                 Media
  • Specialized Personnel                                         Serves as a
  • Working relationship                                          delivery mechanism
  • better control

Suppliers

"people organizations that supply specialized services to advertisers and advertising agencies"

  • includes art studio / web designs, print houses, film production 
  • house research companies

Steps in Research Process

  • Establish the need for information (which questions to ask)
  • Specify Research Objectives
  • Determine sources for Date

Primary Sources are when you find it yourself

Secondary Sources are when someone else does it first

  • look for secondary sources first
  • Design a study
  • develop a collection method and sample
  • collect and process data
  • Analyze Date
  • Present Results to Campaign Strategy 

Types of Consumer Research

1) Consumer Research

2) Product Research

3) Market Analysis

4) Competitive Situation

Consumer Research: 

  • Goal is to understand the consumer, what influences their purchase and understanding the use process

Product Research:

  • Aimed at understanding consumer responses to products, services, or ideas. Meaning how it's being used, what it satisfies for consumers, the full perceptions of the consumer as it relates to the product as well as it relates to competition, as well as how it's packaged / distributed / promoted 

Market Analysis Research:

  • The goal is to understand the Market trends and identify any market opportunities

Competitive Situation Research:

  • Monitors the effect of the competition and its efforts towards consumers. Neilson will sell brand analysis, including sales management and retail sales. Karlton / KaRtor offers brand intelligence and calculates global share of voice.

Responses and Objectives

Think Objective: Lean Response

  • develop awareness
  • develop Knowledge
  •  effect beliefs about brand

Feel Objective: Emotional Response

  • Inspire consumer approval
  • Develops consumer loyalty
  • Create a fear response

Do Objective: Behavioral Response

  • form of direct response
  • pull consumers into store
  • attract consumer to website

FCB Grid (Foote, Cone, and Belding Advertising )

Rational

Emotional

High Involvement

(print ads)

Expensive Commitment

  • House
  • New car

Status Items

  • Yeezys
  • Wedding Rings

Low Involvement

(tv ads)

Habitual Commitment

  • Cleaning stuff
  • Food

Impulse Buys

  • Candy bars
  • New clothes

Objectives

Purpose of Objective

  • guides campaign
  • makes decisions for campaign
  • evaluates campaign

Hallmarks of Good Objectives

  • specific demographic for target audience
  • concrete and measurable 

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