Study guide Chapter 8, 17, 19, International Advertising
Study guide Chapter 8, 17, 19, International Advertising STC 114
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This 0 page Study Guide was uploaded by Natalie Land on Tuesday December 8, 2015. The Study Guide belongs to STC 114 at University of Miami taught by Katy Snell in Fall 2015. Since its upload, it has received 234 views. For similar materials see Principles of Advertising in Strategic Communication at University of Miami.
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Date Created: 12/08/15
Final Exam Studyguide Chapter 8 o 1 The difference between right and left brained thinking right thinking 0 Different Advertising formats Lectures and Dramas Lecture instruction given verbally uses an argument to persuade the audience 0 Example celebrity spokesperson 0 Travel Website Trivago Drama relies on the viewer to make inferences about the brand advertising tell stories about their products through drama 0 Example Malboro Men Jolly Green Giant Psychological Appeals Connects with some emotion that makes the product particularly attractive or interesting such as security esteem fear sex 0 Example appetite appeal making mouth watering visuals like Quaker Trail Mix bar ad Selling premises 0 The logic behind the sales offer A proposition on which an argument is based or a conclusion is drawn 0 Ounce for ounce blue diamond almonds have more vitamin e than blueberries more iron than spinach 0 Offers a bene t emphasize what product can do for customer 0 Offers a promise looks to the future 0 Offer a reason why logic behind why you should buy something 0 Offers a unique selling proposition both unique to the product and important to the user A straightforward message Factual or informational conveys information without any gimmicks emotions or special effects 0 An add for wwwwomencom Demonstration How to use the product or what it can do for you 0 Example Kellogs Special K ad that shows how a daily regimen of healthy cereal can help lose six pounds Comparison Contrasts two or more products to show the superiority of the advertiser s brand Problem solution message 0 The message begins with problem than showcases the product as the solution 0 Bandage product for a cut Humor 0 Using comedian as a star and grabs attention and is memorable Using Jerry Steinfeild as the star Slice of life message 0 Version of a problem solution staged un the form of a drama in which people talk about a common problem and how to solve it Spokesperson Ad features celebrities whom we like 0 Michael Jordan Messages that get attention 0 Get exposure through the media buy and get attention through the message Requires stopping power breaking through the old patterns of seeing and saying things 0 The Geico Cavesman Messages that create interest 0 The ad s pulling power keeping viewers attention and pulling them through the end of the message Messages that resonate Ads that amplify the emotional impact of a message by engaging in a consumer in a personal connection with the brand 0 Womens campaign for nike Messages that create believability Using data and credibility to support or prove a claim 0 Colonel sanders for KFC Messages that are remembered Stick in memory designed to ensure that these memory traces are easy to recall Smoky the bear campaign Messages that touch emotion Feeling based responses such as love fear anxiety and envy Quaker Trail Mix bar Messages that inform 0 Use news announcement to provide information about new products 0 Ads for Sunkist Messages that persuade Designed to affect attitudes and create belief Testimonials and messages that generate word of mouth Brand Associations 0 Brand takes a distinctive character and meaning 0 Sunkist ad associates oranges with candy Messages that drive action 0 Change in behavior believe one thing and do another 0 Road Crew Campaign 0 Key Words Vampire Creativity when your commercial message was so creative that it eclipses the brand people remember your commercials but not what you are selling Reminder Advertising an advertising strategy that keeps the brand name in front of consumers Preemptive Advertising Copy Testing do a dry run and test your message on a sample audience to see how they receive it Tagline your tagline is a distillation of your corporate values and identity into a pithy phrase that you can use to reinforce your brand and stress the differences between competitors Slogan frequently repeated phrases that provide continuity to an advertising campaign 0 Chapter 17 o Sales Promotion is measured It is measured in the volume sold and response garnered lf response rate is one unit of measurement then it looks at how many consumers are writing or calling a company Redemption rate the rates at which people redeem coupons refunds and rebates Payout planning to produce promotions that increase sales and pro ts Consumer Promotion directed at the ultimate user of the good or service They are intended to provide an incentive so that when consumers go into store they will look for a particular brand 0 The ones you see daily 0 Price deals temporary price cuts ash sales even freebies Refund and rebates manufacturer is offering to return money to you based on what you purchased 0 Sampling like free meals at Costco literally o Premiums the free stuff you get when buying something or somehow interact with the company 0 Coupons discounts via the retailer or coupons from the manufacturer 0 Contests and sweepstakes contests competition sweepstakes simply entering Specialty advertising all the obnoxious branded stuff you have sitting around Trade Promotion directed at distribution channel members practice reffered to as channel marketing One business promoting its service to another oRetailer dealer kits providing the retailer with the posters products specialty kits product sheets and ad slicks to begin selling in the store Trade incentives and deals paying back the retailer if they sell x amount of your product Point of purchase specialty displays think bubble gum dispenser Trade shows Demand o Push strategy offers promotional incentives for retailers to market a product for the seller Manufacturer of product needs to perform to get the product to the customer o Pull strategy directs marketing communication efforts at consumers and tries to intensify consumer demand Customer is actively seeking out your product Multiplatform promotions sponsorships event marketing loyalty programs co marketing sponsorships Convergence of public relations marketing and advertising oSponsorship when companies support an event by donating or funding it 0 Event marketing building a product s marketing platform around a sponsored event 0 Chapter 19 Loyalty programs also called continuity programs reward customers for their continued patronage Partnership programs including cobranding licensing and cross promotions these are ways in which retailers and manufacturers develop marketing communication How to perform testing for an IMC campaign First you perform concept testing when a simple statement or initial idea is tested on a sample of target audience Then there is semiotic testing which is testing the signs symbols and imagery before it goes live Then there is pretesting which is the nearly nished product on a sample Then after a campaign you have to measure the cumulative communication effects including the mental responses to messages likings intent to purchase and sales The ways to measure include oTracking studies continually conduct studies throughout campaign and compare results Scanner analysis everything has a barcode and most retail stores have a barcode scanner Single source research sort of like eld experiments some organizations like nielson can randomly chose homes in America to test commercials within Memory tests seeks to nd out if you recall speic cs about the brand or the ad and recognition is simply remembering some sort of association Inquiry tests how many people have called online chatted emailed used a coupon entered a contest or somehow interacted with the company since the start of the campaign Advertising o Post testing research conducted after a message or campaign has run that seeks to determine the effectiveness of the communication efforts Public relation o Output the number of press releases and contacts that led to stories or mentions in a news stories 0 O O O o Outcome evaluation techniques that determine the effect of communication on target audiences Sales Promotion o Payout analysis a comparison of the cost of a promotion against the forecasted sales generated by the promotion o Breakeven analysis a type of payout plan that seeks to determine the point at which the total cost of the promotion exceeds the total revenues o lnternationalAdvertisind Know all the slides up to 35 Customization Strategies 0 The international Marketing Mix 0 How much do you want to adapt your traditional marketing plan to a local economy environment 0 Follow the 4Ps Product price place promotion Product includes a products design and development as well as branding and packaging What about language Meaning of color Place place that you distribute includes channels used in moving products from the manufacturer to the consumer Manufacture abroad or domestically Price how much are you selling your product or service for Promotion advertising selling sales promotions direct marketing publicity Whati s the norm in the country you operate within 0 Globalize Localize vs Standardize o Globalizelocalize differentiating your campaign for the context 0 Standardize keeping the same message no matter what 0 Gillette Standardized or localized The best a man can get Communicates with 600 men worldwide that men want con dence in critical moments o Walmart has a mantra cheap steep and deep 0 Product Standardization 0 You can sell exactly the same product abroad as sold at home or o Depends on the product category Nondurable goods consume quickly usually require greater customization Product Adaptation o Mandatory when Infrastructure is different Government policies mandate it 0 Ex Denmark requires that cereal makers strip out the added vitamins and minerals in their products before selling them New product Development 0 Sometimes an idea or product does not transfer and you need something new Fancy cutlery from Martha stewart would not sell in japan but re ned chopsticks would 0 This is called reverse engineering COO effect 0 Sometimes where a product comes from is respected French wine Italian leather Sometimes you want to downplay it Branding and Trademark o A brand is any name term sign symbol or design intended to differentiate the goods and services of one seller over another 0 Priority in registration In Europe and elsewhere the rst rm to register a trademark is considered the rightful owner 0 Priority in use US and Britain rights are established and maintained through use Has to be registered of course and use is legally de ned and differs by country Interference with trademark o A foreign government will supersede your business interests 0 For example coke is not allowed to use the term diet in several European countries so they use light Brand Piracy o Imitation fakes and preemption o Imitation is producing a virtually identical copy Think fake bags 0 Preemption is when the law permits wholesale registration of brand names A person can register his her on name a large number of well known brands and sell them to counterfeiters or to the multinational company when they move in o In china starbucks dell and Disney were already registered Packaging and Labeling o Labeling is the print on the packaging 0 Both promotional and protective 0 Packaging often determined by income level of the market targeted 0 Some industrialized nations see reverse preference for eco friendly packaging Place 0 You need to determine the appropriate channels of distribution 0 Indirect export direct export and manufacture abroad 0 Indirect Export Firms lacking the money to build or acquire factories in foreign countries often use this method 0 You work with middle men who are responsible for distribution export management companies 0 They do not produce goods on their own they act like agents for the company trying to enter their home turf 0 Direct Export No middle men You identify the market yourself contact people hire your own translators set prices handle shipping costs insurance costs and labor costs 0 Manufacture abroad Licensing another method of entry when a company offers someone the chance to sell its trademarked brand in exchange for a licensing fee 0 Fees are typically only 35 of sales but this can add up 0 For example about 90 percent of 160 million dollars a year in sales at Calvin Klein comes from licensing the designers name to makers of underwear jeans and perfume Franchising when an owner grants the trademark and licensing rights to a franchise who in turn operate a unit of business 0 Management Contracting Entering a foreign market by paying the people on the ground to manage your business for you 0 Think of hotels 0 Foreign Assembly You build everything at home then ship it to the foreign market for nal assembly Toyota building a manufacturing plant here in the US Contract Manufacturing A form of outsourcing Often this means having things built for you cheaply in foreign countries Joint Ownership When two or more rms in different countries band together to create a local business in which they share ownership Ford building a plant that is jointly owned in China Direct Investment Build your own independent plant abroad where things are made You need a lot of money to do this Channels Wholesale The selling of goods in large quantities to be retailed by others Channels Retail The sale og goods to the public in relatively small quantities for use or consumption rather than for resale Will you differentiate prices according to the country or will it be standardized When you charge a price based on locale its called differential pricing strategy Pricing objectives if you have few or no competitors you may use market skimming in which is charging a lot because you have something unique Competitive pricing for when the market is saturated and you want to attract more consumers Government will in uence your pricing Case in point the internet is relabeled as a utility in the US
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