Popular in Strategic Communication Principles
Popular in Strategic Communication
This 13 page Study Guide was uploaded by Katie Wilson on Friday December 5, 2014. The Study Guide belongs to 2331 at a university taught by Dr. Appiah in Fall. Since its upload, it has received 117 views.
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I'm pretty sure these materials are like the Rosetta Stone of note taking. Thanks Katie!!!
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Date Created: 12/05/14
Nudity A common approach uses decorative models or nakedhalf naked people used solely to attract attention to the ad Studies have shown that decorative models improves ad recognition but not brand recognition Overt Sexuality obvious sexual activity used to advertise sexuallyoriented products Method Musii Music connects with peoples emotions memories and other experiences It gains attention and increases the retention of information when it becomes intertwined with a product These ads can either use an already well known song or make up their own jingle or tune Using a well known song can be helpful because consumers transfer their positive feelings about the song onto the product Method Rational Appeals Rational appeals rely on consumers actively processing the information presented in the ad A rational appeal follows the hierarchy of effect stages of awareness knowledge liking preference conviction and purchase Method Emotional Appeas Emotional ads are based on three ideas Consumers ignore most advertisements Rational appeals generally go unnoticed Emotional Appeals can capture attention and foster an attachment Many people view emotional advertising as they key to brand loyalty Examples of emotions conjured in advertisements trust reliability friendship happiness security serenity luxury romance passion anger etc Method Scarcity Appeals Scarcity appeals urge consumers to buy a product because of a limitation When consumers believe that only a nite supply of a product will be available the perceived value of the product may increase Emotional Advertising Attempts to elicit powerful emotions that eventually lead to product recall and choice ex trust friendship reliability happiness security etc Conative Strategies Designed to lead directly to some sort of consumer response Action Inducing Conative Ads Create situations in which cognitive knowledge of the product or affective liking of the product may come later after the actual purchase or during product usage Ex point of purchase displays attempt to get consumers to make impulse buys Promotional Support Conative Ads Are tied in with other promotional efforts such as coupons phone in promotions or sweepstakes Qevegpment gtf a Media Strategy 1 What media will be used to transmit the advertising message 2 What media vehicles will be used TV magazines etc 3 How will the selected vehicles be organized into a media schedule How frequently will ads be run etc Media Buyers Purchases the space and negotiates rates times and schedules for ads Scheduling Timing promotional efforts so they will coincide with the highest potential buying times Continuous Refers to a continuous pattern of advertising which may mean every day products advertised using continuity are usually products that we always need like food toothpaste laundry detergent etc Flighting Employs a less regular schedule seasonal things ex skis turkeys Christmas trees etc Pulsating A combo of the rst two methods continuity is maintained but at certain times promotional efforts are stepped up Ex owers or candy are always advertised but especially around Valentine39s Day Low Cost Per Contact Because TV reaches so many people the cost per person is relatively low Disadvantages Information It39s difficult to present detailed info effectively into TV commercials Not selfpaced Consumers can39t refer back to TV ads CLUTTER Absolute Cost Cost per contact is low but overall cost is high Poor geographic selectivity TV extends beyond the target market you reach more people than you39re trying to Poor Attentiveness Limited viewer attention Hard to reach highly af uenteducated people Types of TV Advertising Network Advertising Showing commercials all across the country on major TV networks Appropriate when a company distributes their product nationally and is trying to reach a broad target SpotLocal Advertising Commercials shown on local TV stations with the negotiation and purchase of time being made directly from the individual stations Advertising made by local businesses is called local advertising Advertising made by manufacturers is called spot advertising Spot rates are higher than local rates therefore many manufacturers use cooperative advertising with local retailers Syndication Advertising Syndication when a TV program is sold to another network Advertisers can reach more TV viewers by advertising on syndicated programs This is based on the idea that people are loyal to shows not stations Syndication advertising offers a way of achieving reach during nonprime time Magazines High level of interest market segmentation and differentiation combined with high quality coor makes magazines ideal for advertising products with wede ned target markets Advantages Audience Selectivity Most selective of all media except direct mail Creative Opportunities High quality color paper and ad reproductions allow the use of long copy written elements such as headlines and captions Longlife Many people save magazines from issue to issue and so the ads can be reexamined Prestige Companies whose products rely heavily on perceived quality reputation or image often buy space in prestigious publications SelfPaced You can refer back to the ads at your own discretion Disadvantages CLUTTER PassAlong Many readers are not subscribers they simply get the magazine from a friendlibrarystore Long Lead Times Closing date requires submission of ads far in advance of publication Costs Advertising in large mass circulation magazines can be very expensive Limited Reach and Frequency The more narrowly de ned the interest group the less overall reach a magazine has Also there is little opportunity for frequent exposure using a single magazine Side Note About Magazines 1page ads are more effective than 2 page ads One page ads that are on the opposite page of an article will capture attention while the reader is reading the article ultimately forcing the reader to spend more time with the ad 2 page ads are twice as expensive and not any more effective at capturing attention Newspapers Largest advertising medium in terms of ad revenue and number of advertisers Advantages Penetration Newspapers are read routinely in about 70 of all American homes Geographic Selectivity Can reach a well de ned geographic target audience newspapers allow advertisers to tailor the message to speci c communities Timeliness Short time is needed to produce newspaper ads SelfPaced Can transmit detailed info because newspapers are self paced Disadvantages Limited Segmentation It39s dif cult to target a speci c audience Creative Constraints Photographic reproduction quality is poor no moving pictures or sounds CLUTTER Media Mix Selecting the proper blend of media outlets for advertising is crucial A recent report states that ad awareness is strongest when consumers are exposed to an ad on TV and in a magazine The Media Multiplier Effect states that the combined impact of using 2 or more media is stronger than using either medium alone lirect MarketingA system of marketing by which organizations communicate directly with target consumers with the goal of obtaining a direct response via phone mail or personal visit Examples of direct marketing include Direct Selling The direct personal promotion demonstration and sales of products and services to consumers in their homes Ex Longaberger Pampered Chef Direct MaiIJunk Mail Key to success is a good mailing list Telemarketing Sales by phone Many for pro t and charitable organizations use this Only 6 of all calls result in a completed transaction Direct TVAds These are inexpensive because they are aired when few people are watching TV or during reruns Customers List Address and Phone Number Demographic info Psychographic info Personal Facts Neighborhood Data Credit History Public Relatgms PR Public Relations is a coordinated attempt to create a favorable product image in the mind of the public that is NOT PAID FOR by the company Methods Inserts Enclosures Annual Reports Posters Bulletin Boards Exhibits Letters Speeches News Releases E tc Public Relations Functions Identify internal and external stakeholders Employees unions shareholders customers etcpeople who have a vested interest in the organization39s activities Assess the corporate reputation Audit corporate social responsibility Create positive image building activities Prevent or reduce image damage Corporate Advertising A Form of Public Relations Corporate Advertising is an advertisingreated means of contributing to the company39s communication objectives and position It is designed to promote the company overall not the speci c product or service
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