Advertising MKT 3043
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This 7 page Class Notes was uploaded by Melyssa Schaefer on Thursday October 29, 2015. The Class Notes belongs to MKT 3043 at University of Texas at San Antonio taught by Richard Utecht in Fall. Since its upload, it has received 94 views. For similar materials see /class/231321/mkt-3043-university-of-texas-at-san-antonio in Marketing at University of Texas at San Antonio.
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Date Created: 10/29/15
ADVERTISING TEST 3 REVIEW CIIIPT 9 13 14 15 16 TAXONOMY lst Marketing ResearchMarket Delineation Eyes and Ears 2quotd Consumer Behavior Consumer Purchase Motivation Mind of the Buyer 3 d Product Adjustmenm A form utility the physical nature of a product shape Price Brand Packaging Product Positioning The product s personality 43911 Distribution Distribution Channels Arms and Legs of the firm Sm Sales PromotionCommunications Voice of the Firm 63911 Retailing Trans action In store activities 711 Post Transaction Activities Ensure satisfaction always done through service 83911 Marketing Strategy Strategic Marketing Planning Brains of the Company PROMOTIONAL MIX Advertising Nonpersonal communication Paid or Unidentified Sponsor Using the mass media 2 Sales Promotion Voice of the firm In Store Activities Doesn t include the mass media IncentiveDiscounts 3 Personal Selling Interpersonal Communication Expensive CRM at it s finest 4 Direct Response 5 Public Relations Image advertising Get the word out there Positive Publicity People believe it third party source Negative Publicity 6 Publicity Phenomenon of the environment Publicity Stunt Planned event released to the media Free media coverage Media Planning purpose of media planning is to conceive analyze and creatively select channels of communication that will direct advertising msgs to the right ppl in the right place at the right time questions involved in media planning include when should we advertise which media vehicles should we use when during the yr should we concentrate our advertising how often should we run the advertising what opportunities are there to integrate our media advertising with other communication tools media planners assignment is just as important as the creative director s CHALLENGES lNCLUDE being responsible for millions of client dollars as complexity increases media decisions become more critical amp clienm get demanding WHAT MAKES MEDIA PLANNING TODAY SO MUCH MORE COMPLICATED amp CHALLENGlNG THAN IT WAS A FEW YRS AGO 0 Increasing media options 0 o Increas o Increas o Increas Examples Tv direct mail internet newspapers broadcast tv cable tv radio yellow pages consumer magazines business publications Tv is now fragmented into network syndicated spot amp local television as well as network amp local cable There are specialized magazines aimed at every possible population and business segment wh also includes national magazines who publish editions for particular regions or demographic grps Internet starts new challenges for companies keeping up with technology Nontraditional media options also include from DVD and movie advertising to electronic kiosks and even shopping carts Examples include aerial banners and lights blimps inflight ads newspaper bags transit terminal domination electronic billboards in atables painted vehicles trash receptacles kiosks lavatory advertising gobocookie advertising train cars grocery receipm ing fragmentation of the audience ere readers and viewers have scattered to all the new media options selectively reading ONLY parts of magazines or newspapers watching only segments of programs and listening to many different radio stations This makes it difficult to find the prospect in the marketplace even tho consumers are spending more time on media than ever before ing costs ing complexity in media buying amp selling Value added programs are offered to provide extra benefits where value added packages are often employed communications vehicles outside traditional media planning Example BMW ads inthe Yachting magazines The Yachting magazine sponsors sailboam so ppl who can afford expensive sailboats are exposed to BMW signage that an event may have Companies offer reprints merchandising services special sections event sponsorships and mailing ists Larger companies offer COMBOS as incentives Partnerships between tv networks and sports association or professional teams are established ex General Motors amp NBC during Olympics Trend towards integrated mkting communications and relationship marketing is creating a new breed of media planner younger computer literate and schooled in mkting disciplines beyond traditional media Increasing competition Media planning has a competitive environment making it more challenging for media planners Contrast and Compare Different TVpes of Media Measuring Media Effectiveness Effective reach Term used to describe the quality of exposure It measures the number or percentage of the audience who receive enough exposures for the message to truly be received Effective frequency The average number of times a person must see or hear a message before it becomes effective Reach and Frequency and other terms Reach 7 total of DIFFERENT ppl or households exposed least once to a medium during a given pd of time Frequency 7 measures the INTENSITY of a media schedule based on repeated exposures to the medium or the pro r Rating The percentage of homes or individuals exposed to an advertising medium effective frequency The average number of times a person must see or hear a message before it becomes effective effective reach Term used to describe the quality of exposure It measures the number or percentage of the audience who receive enough exposures for the message to truly be received Continuity The duration of an advertising message or campaign over a given period of time cost efficiency The cost of reaching the target audience through a particular medium as opposed to the cost of reaching the medium39s total circulation Scheduling Methods when scheduling criteria is determined the media planner creates a flowchart of the plan 0 e ow chart is a graphic presentation of the total campaign to let the creative dept media dept account services and the client see the pattern ofmedia evens that will occur throughout the campaign usually 1 yr Computers in Media Selection amp Scheduling 0 Computers are used to compute GRPs CPMs reach frequency and more 0 It saves time and money and also less workers 0 Computers cant judge and evaluate content of a magazine or the image of a tv program and more 3 principal scheduling tactics o o 39nu us A method of scheduling media in which advertising runs steadily with little variation I Best way to build continuity I Advertisers use this scheduling pattern for producm consumers purchase regularly o Flighting An intermittent or irregular media scheduling pattern in wh periods of advertising are alternated with periods of no advertising at all Makes sense for products and services that experience large fluctuations in demand throughout the yr I Examples tax services lawncare products cold remedies I Advertisers might introduce the product with a 4 week flight and then schedule 3 additional 4 week flights to run during the seasonal pds later in the yr 0 Pulsing Mixing continuity and ighting strategies in media scheduling As consumer s purchasing cycle gets longer pulsing becomes more appropriate The advertiser maintains a low level of advertising all yr but uses periodic pulses to heavy up during peak selling pds I Strategy is best for products like soft drinks wh are consumer all yr but heavily in the summer Additional scheduling methods 0 Bursting running the same commercial every halfhour on the same network in prime time I A media scheduling method for promoting highticket items that require careful consideration I Can be effective 0 Roadblocking Buying simultaneous airtime on all four television networks I Chrysler used this to give viewers the impression that the advertiser was everywhere 0 Blinking technique in which the advertiser floods the airwaves for one day on both cable and network channels to make it virtually impossible to miss the ads Chapter 13 19 Questions Using Print Media Magazines Advantages and disadvantages Advantages Flexibility 7 theres exibility in readership and advertising Magazines cover the full range of prospecm39 they have a wide choice of regional and national coverage and a variety of lengths approaches and editorial tones Color 7 color gives readers visual pleasure and color reproduction is best in slick magazines Color enhances image and identifies the package In short it sells Authority amp believability Authority amp believability enhance the commercial message TV radio and newspapers offer lom of info but lacks the depth needed for readers to gain knowledge or meaning39 magazines offer all 3 Permanence 7permanence or long shelf life gives the reader time to appraise ads in detail allowing a more complete educationsales msg and the opportunity to communicate he total corporate personality Audience selectivity Audience selectivity is more efficient in magazines than any other medium except direct mail The predictable specialized editorial environment selecm the audience and enables advertisers to pinpoint their sales campaigns seventeen mag targem teens golfers digest targets golfers etc Cost efficiency Cost efficiency bc wasted circulation is minimized Print networks give advertisers reduced prices for advertising in two or more network publications Selling power 7 selling power ofmagazines is proven and resulm are usually measureable Reader loyalty 7 reader loyalty that sometimes borders on fanaticism Extensive passalong readership 7 Many ppl may read the magazine after the initial purchaser Merchandising assistance 7 Advertisers can generate reprinm and merchandise materials that help them get more mileage out of their ad campaigns Disadvantages of Magazines 0 Lack of immediacy Lack of immediacy that advertisers can get with newspapers or radio Shallow geographic coverage They don t offer the national reach of broadcast media Inability to deliver mass audiences at a low price Magazines are very costly for reaching broad masses of Inability to deliver high frequency Since most magazines come out only monthly or weekly the advertiser can build frequency faster than reach by adding numerous smallaudience magazines to the schedule Long lead time for ad insertion sometimes 2 to 3 months Heav 39 quot 39 g quotquot The l t 39 l t39 magazines have 52 advertising to 48 editorial content High cost per thousand Avg black and white CPM in national consumer magazines ranges from 5 12 or more39 some trade publications whighly selective audiences have a CPM over 50 for a black and white page Declining circulations especially in singlecopy sales is an industrywide trend that limits an advertiser s reach Buying Magazine Space 77 Must consider readership cost mechanical requiremenm and ad closing deadlines To buy effectively they must thoroughly understand the mag azine s circulation and ratecard info Understand magazine circulation includes pg491 o uaranteed versus delivered circulation Primary and secondary readership Vertical and horizontal publications Subscriptions and vendor sales Paid and controlled circulation Merchandising services added value OOOOO AJ u A and quot Advantages Mass medium penetrating every segment of society Most consumers read the newspaper Local medium with broad reach Covers a specific geographic area that comprises both a mkt and a community of ppl sharing common concerns and interest Comprehensive in scope covering an extraordinary variety of topics and interest Geographic selectivity is possible with zoned editions for specific neighborhoods or communities Timeliness Papers primarily cover today s news and are read in one da Credibility Studies show that newspapers ads rank highest in believability TV commercials are a distant second Selective attention from the relatively small number of active prospects who on any given day are interested in what the advertiser is trying to tell them or sell em Creative flexibility An ad s physical size and shape can be carried to give the degree of dominance or repetition that suits the advertiser s purpose The advertiser can use black and white color Sunday magazines or customer inserm An active medium rather than a passive one Readers turn the pages clip and save write in the margins and sort through the contents A permanent record in contrast to the ephemeral nature of radio and tv nable c t DISADVANTAGES of Newspapers Lack of selectivity of specific socioeconomic groups Most newspapers reach broad diverse groups of readers which may not match the advertiser s objectives Short life span Unless reads clip and save the ad or coupon it may be lost forever Low production quality Coarse newsprint generally produces a less impressive image than the slick smooth paper stock ofmagazines and some newspapers can tprint color Clut ter Each ad competes weditorial content and with all the other ads on the same page or spread Lack of control over where the adwill appear unless the advertiser pays extra for a preferred position Overlapping circulation Some people read more than one newspaper Advertisers may be paying for readers who were already reached in a different paper Chapter 14 9 Questions Using Electronic Media TV and Radio TV39 Advantages and disadvantages Advantages of TV Mass Coverage A full 98 of all US homes have a TV most have more than 1 are viewing time for the average household increased from about 5 hrs a day in 1960 to over 8 hrs in 2004 Relatively low cost Despite the often huge initial outlays for commercial production and advertising time TV s equally huge audiences bring the cost per exposure down to 2 to 10 per ousand viewers Some selectivity Television audiences carry a great deal depending on the time of day day of the week and nature of the programming Advertising msgs can be presented when potential customers are watching and advertisers can reach select geographic audiences by buying local and regional mkts Impact Television offers a kind of immediacy that other forms of advertising cannot achieve displaying and demonstrating the product with sound motion and full color right before the customer s eyes Creativity The various faces of the tv commercialisight sound motion and coloripermit infinite original and imaginative appeals Prestige bc the public considers tv the most authoritative and influential medium it offers advertisers a prestigious image HALLMARK Xerox cocacola and IBM increase their prestige by regularly sponsoring cultural programs on network tv Social dominance In north america most ppl under age 35 grew up with tv screenings of the Olympics space travel Olympics assassinations wats and political scandals around the world Disadvantages of TV High production cost 1 of broadcast TV s greatest handicaps is the high cost of producting quality commercials Depending on the creative approach the cost of filming a national commercial today may run from 200000 to more than 1 million High airtime cost The avg cost of a primetime network commercial ranges from 200000 to 400000 A single 30 sec commercial for a toprated show in prime time may cost over 500000 Special attractions like the Super Bowl cost over 2 million The cost of large coverage even at low rates prices small and medium size advertisers out of the mkt Limited selectivity Broadcast tv is now cost effective for advertisers seeking a very specific small audience And it is losing some of its selectivity bc of changing audience trends More women are working oumide the home or watching cable tv hurting advertisers on network soap operas Brevity Studies show that most tv viewers cant remember the product or company in the most recent tv ad they watched 7 even if it was within the last 5 minutes Recall improves with the length of the commercial ppl remember 60 second spots better than 30 second spots Clutter Tv advertising is usually surrounded by station breaks credim and public service announcemenm as well as 6 or 7 other spots All these msgs compete for attention so viewers become annoyed and confused and often misidentify the product Zipping and zapping DVR users who skip through commercials when replaying recorded programs are zipping remotecontrol users who change channels at the beginning of a commercial break are zapping Cable TV39 Audience Fragmentation Types of TV advertising Buying Time Radio Advantages and disadvantages Chapter 15 5 Questions Using Digital and Interactive Media Types of internet advertising Advantages and disadvantages WEBPAGE a single HTML file when viewed in a browser can contain hundreds of information BANNER Little billboard that spreads across the top or bottom of the webpage Clicking on the banner sends them to an advertiser s site Cost varies BUTTONS Small versions of a banner Looks like an icon and provides a link to the advertiser LANDING PAGE A marketing tool that leads people into purchasing or relationship building process RICHMEDIA ADVERTISING Includes graphical animations and ads with audio video elemenm that overlay the page or even oat over the page Usually lSsecond animations LNTERSTITAL the variety of ads that pop up between pages on a website Pops up that comes up while the main page is being downloaded RICH MAIL allows graphics video and audio to be included in an email message SPONSORSEIP Companies take a spot on a page for a limited paid time PAY PER CLICK ADVERTISING Search engine marketing technique that requires the advertiser to pay a fee every time someone clicks on the website from an ad that has been placed in the engine s results NATURAL SEARCH ENGNE OPTIMIZATION aka ORGANIC SEARCH ENGINE OPTIMIZATION analyzing a website s underlying code architecture and visible content and making enhancements so that a website is returned prominently in the natural search results of spiderbased search engines EMAIL ADVERTISING Subscription based SPAM Electronic mail Refers to unsolicited mass email advertising for a product or service DISADVANTAGES NOT A MASS MEDIUM TOO CLUTTERED TOO CUMBERSOME NOT CONTROLLED BY A SINGLE ENTITY ANYONE CAN SAY ANYTHING NOT SECURE LIKE PEOPLE LIKE IT TO BE Direct Mail DIRECT MAIL ADVERTISING All forms of advertising sent directly to prospects through government private or electronic mail delivery service 3quot1 ranked advertising medium Most use this as is it s direct to the consumer and is usually the first means of communication a company uses EMail Sales letters postcards business reply mail folders brochures broadsides self mailers statement stuffers house organs catalogs etc ADVANTAGES Can increase the effectiveness of ads in other media DISADVANTAGES JUNK MAIL THE HIGHEST COST PER THOUSAND EXCEPT FOR PERSONAL SELLING AND CONSUMER TARGETIN G Chapter 16 6 Questions Using Outof home Exhibitive amp Supplementary Media Outdoor Advantages and disadvantages OUTDOOR ADVETRTISING Probably one of the lSt forms of advertising It has a variety of purposes BULLETINS STUCTURES They work the best especially for longterm use Best in areas where traffic is heavy and visibility is good l4Xl8 feet POSTER PANELS 30 Sheet Poster Panel aka STANDARD RTT T R0 RD less costly per unit and is the basic outdoor advertising structure A poster consists of blank panels with a standard size and border They change every 30days Stock Posters High quality outdoor advertising at reduced cost by using stock posters These readymade 30sheet posters are available in any quantity and often feature the work of IStclass artists and lithographers EIGHTSHEET PAPERS aka JUNIOR PANELS offer a 5X11 feet area on a panel surface 6X12 feet wide They re concentrated in urban areas where they can reach pedestrian as well as vehicular traffic
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