Study Guide for FINAL EXAM!
Study Guide for FINAL EXAM! STC 114
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This 6 page Study Guide was uploaded by Nicole Dombey on Saturday December 12, 2015. The Study Guide belongs to STC 114 at University of Miami taught by Katy Snell in Summer 2015. Since its upload, it has received 443 views. For similar materials see Principles of Advertising in Strategic Communication at University of Miami.
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Date Created: 12/12/15
Study Guide for Final Exam STC114 Chapter 8 1.) Know the difference between right and leftbrained thinking Rightbrained: intuitive, holistic, artistic, and emotionally expressive thinking Leftbrained: logical, linear, and orderly thinking 2.) Know the different advertising formats and be able to provide an example of each (Association transfer, Announcement, Lesson, Drama, Imagination, etc.) Association Transfer: symbolic association Ex: absolut vodka with guitar and building Announcement: pure display, no use of people, the most basic form Also, basic product messages Ex: cars, lipstick commercial (only lipstick) Lesson: Dominant message form in the US. Presenter Testimonial and endorsement Demonstrations o Ex: travel website Trivago Drama: essence of drama is usually conflict Ex: husband vs. wife, dog vs. man Entertainment: to entertain, not to lecture Indirect communication Humor o Ex: Old Spice commercial Imagination and Animation Ex: coca cola polar bear, Pillsbury dough boy Special Effects 3.) Know the following keywords: vampire creativity, reminder advertising, Preemptive advertising, copy testing, tagline, slogan Vampire Creativity: When your commercial/message was so creative that it eclipses the brand. People remember your commercials/Ads but not what you are selling. Reminder Advertising: targeted towards loyal customers (and new), meant to get them to keep the product relevant in their lives/ offer a reason to use the product more than once. Preemptive Advertising: Ex: When McCafe first was announced (good coffee, cheap price) Starbucks preemptively advertised to convince consumers their coffee was worth the price tag. 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 identify into a pithy phrase that you can use to reinforce your brand and stress the differences between yourself and your competitors. It describes the purpose, product, service, or philosophy of your company. A typical tagline is short—many are seven words (ex: Avis, McDonalds I’m lovin it) Slogan: a brief, catchy statement to help with branding. Where a slogan differs from a tagline is its scope: A tagline should represent your business, while a slogan represents a single product or is a part of an advertising campaign. (Ex: Coco Puff, cuckoo for coco puffs) Chapter 17 1.) Know how sales promotion is measured Measured in volume sold and response garnered 2.) Know the three types of promotions (consumer, trade, multiplatform) and all the methods and tactics therein Consumer Promotions: the incentives you likely see daily. o Price Deals: temporary price cuts, flash sales, even freebies Include: “centsoff,” prize pack, bonus packs, and banded packs (bulk buying) o Refunds and Rebates: the manufacturer is offering to return money to you based on what products you purchased o Sampling: When you can try before you buy o Premiums: the free stuff you get when buying something OR somehow interact with the company o Coupons: discounts via the retailer OR coupons from the manufacturer o Contents and Sweepstakes: Contests = competition, ex: pieeating contest Sweepstakes = simply entering, don’t have to do anything else o Specialty Advertising: all the obnoxious branded stuff you have sitting around ex: swag bag, free branded highended stuff given at award shows and galas Trade Promotions: businesstobusiness incentivizing. Why should a retailer carry your product? o Retailer and dealer kits: the manufacturer provides the retailer with the products, product spec. sheets, displays, ad slicks, and all other items to begin selling in the store o Trade incentives and deals: paying back the retailer if they sell X amount of your product o Contests o Point of Purchase Specialty Displays (think bubble gum dispenser) o Trade Shows Ex: anime and video game conventions BIG opportunity to buy things Multiplatform Promotions: the convergence of public relations, marketing, and advertising o Sponsorships: When companies support an event by donating or funding. o Event Marketing: Building a product’s marketing platform around a sponsored event. o Ambush Marketing: Promotional stunts at events from companies that are not official sponsors Ex: Adidas sponsoring Olympics but was overshadowed by Nike (they gave everyone neon yellow shoes) o Loyalty Programs: Also called “continuity programs,” these reward customers for their continued patronage o Partnership Program: Including cobranding, licensing, and cross promotions, these are ways in which retailers and manufacturers develop marketing communication together 3.) Be able to define all of the following: Push Strategy, Pull Strategy, Sponsorship, Ambush Marketing, Loyalty Programs, and Partnership Programs. Push Strategy: offers promotional incentives for retailers to market a product for the seller. o Manufacturer of a product needs to perform to get the product to the customer. o Setting up distribution channels and persuading middlemen and retailers to stock your product. o Before a brand is wellknown Pull Strategy: directs marketing communication efforts at consumers and tries to intensify consumer demand. o Customer actively seeking out your product. o A pull strategy requires a highly visible brand which can be developed through mass media advertising or similar tactics. Sponsorship: When companies support an event by donating or funding. Ambush Marketing: Promotional stunts at events from companies that are not official sponsors Loyalty Programs: Promotional stunts at events from companies that are not official sponsors Partnership Programs: Including cobranding, licensing, and crosspromotions, these are ways in which retailers and manufacturers develop marketing communication together Chapter 19 1.) Know how and when to perform certain testing for an IMC campaign BEFORE a campaign goes live, you perform the following: o concept testing: when a simple statement or initial idea is tested on a sample of the target audience. o semiotic testing: testing the signs, symbols, and imagery before it goes live. o pretesting: testing the nearly finished product on a sample. AFTER a campaign you measure cumulative communication effects including: o mental responses to messages o Liking intent to purchase Sales 2.) Be able to define inquiry tests, memory tests, scanner analysis, tracking studies, single source research Inquiry Tests: How many people have called, onlinechatted, emailed, used a coupon, entered a contest or somehow interacted with the company since the start of the campaign? Memory Tests: Seeks to find out if you can recall specifics about the brand or the ad and recognition is simply remembering some sort of association. Scanner Analysis: Tracking sales become very nuanced. You can see what stores are popular, what time of day your product is being purchased, what else is being purchased, etc. Tracking Studies: You continually conduct studies throughout a campaign and compare results. o Ex. Poll/survey consumers two weeks after launch, then six weeks, and then at some other regular interval Single Source Research: Sort of like field experiments, some organizations like Nielson can randomly choose homes in America to test commercials within. You don’t know it’s a test so you react to it naturally. Scanner research is used to see if your exposure to the message influenced your purchasing 3.) Know the terminologies of measurement for PR, advertising, and sales promotion Public Relations o Output: number of mentions in news stories o Outcome: attitudinal or behavioral change due to materials produced Advertising o Pretesting o Post Testing Sales Promotion o Checking response devices: coupons, redemption offers, rebates, etc. o Financial Returns International Advertising and Marketing 1.) You must only know up to slide #35 for the final (so up to and including licensing and franchising) 2.) Know the differences between customization and standardization strategies Globalize/Localize: Differentiating your campaign for the context Standardization: Keeping the same message no matter what o You can sell exactly the same product abroad as sold at home 3.) Know the following key terms: COO effect, reverse engineering, export, franchise, licensing, preemption, imitation, trademark, brand building COO Effect: Sometimes, where a product comes from its respected (e.g., French wine, Italian leather, Russian vodka, etc.) Ex: seeing Coke Commercial making India and Pakistan Ads. Trying to deemphasize country and reemphasize their product o Reverse Engineering: Sometimes an idea or product does not transfer and you need something new Ex: fancy cutlery from Martha Stewart would not sell in Japan, but “refined” chopsticks did Export (Direct vs. Indirect) o Indirect Export: Firms lacking the money to build or acquire factories in foreign countries use this In this form, you work with middlemen who are responsible for the distribution, known as export management companies (EMCs) o Direct Export: You identify the market yourself, contact people, hire your own translators, set prices, handle shipping costs, insurance costs, and labor costs No middleman, high risk Franchise: When an owner (franchiser) grants the trademark and licensing rights to a franchisee, who in turn operate a unit of the business Licensing: Another method of entry, when a company offers someone the chance to sell its trademarked brand in exchange for a licensing fee Preemption: is when the law permits wholesale registration of brand names A person can register, in his/her own name, a large number of well known brands and sell them to counterfeiters or (best) to the multinational company when they move in Ex: In China, Starbucks, Dell, and Disney were already registered. Can request litigation, but you will only win if your brand is really wellknow. Imitation: is producing a virtually identical copy. Think of fake bags, sunglasses, and other “designer” items. Systematic counterfeiting Trademark: a brand, corporate or store name, or distinctive symbol that identifies the seller’s brand and thus differentiates it from the brand of other sellers. Brand Building: In IMC, this is achieved through every advertisement, press release, nonsolicited media mention, word of mouth sale, like, tweet, share, etc.
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