mktg 455 exam 2

6 mediums of advertising - ANS TV, radio, newspaper, magazines, social/online, outdoor, direct mail TV strengths and weaknesses - ANS good story telling, highest reach, entertains. high production and placement costs Radio strengths and weaknesses - ANS highly targetable (time, who listens to the type of music, its local), short lead times cluttered, no visuals Newspaper strengths and weaknesses - ANS flexible (geographically you can reach, where you but the ad in the paper). Bad production quality, clutter, declining readership, short shelf life Magazines strengths and weaknesses - ANS target based on hobbies and interests, long shelf life (you leave it out for a while), good quality of paper and images. Expensive, clutter, long lead time Social and Online strengths and weaknesses - ANS immediacy (measure and post and change immediately), interactive (blessing and a curse), target down to the individual, can have large reach. Invasion of privacy, disruptive, you can block ads, impossible to measure ROI on JUST social (likes and shares cant measure how that really relates to sales) Direct mail strengths and weaknesses - ANS personalization, target geographically, highly measurable bc you have the emails the phone numbers etc. can be considered invasive, waste of paper and time how do brands become sponsored links in search results? - ANS bids on googles ad words steps in the media planning process (what media planners use to optimize clients advertising objectives) - ANS 1. Select your target audience: it influences the next three steps, you need to know who they are 2. Set MEDIA objectives a. Reach: % of your identified target audience that sees your message at least one time during your period (4 weeks) b. Frequency: avg # of times over the measurement period your audience sees your message (3 is the minimum frequency) c. Weight: Reach X Frequency. % of our audience that sees the spot whatever f is. How we allocate our money. Cost is calculated by the R X F d. Continuity: Same weight throughout the year i. Pulsing: always on the market but at different weights (holidays etc) seasonality ii. Flighting: have off periods (dark periods) where you're not on at all. Influenced by budget the most, seasonality iii. Recency: all about timing and the timing of the reach iv. Cost: completely budget driven, least strategic model 3. Select media and vehicles 4. Buy media Reach - ANS percentage of the target audience exposed at least once Frequency - ANS # of times on average during the media planning period that members of the target audience are exposed to the media vehicles that carry a brands advertising message Gross rating points - ANS the weight that a particular advertising schedule has delivered, total coverage (duplicated audience) exposed, exposed multiple times 5 elements of effective advertising - ANS 1. Must extend from sound marketing strategy (it won't be effective if it doesn't align w the strategy) 2. Creative with a purpose: engaging and make sure it's still meaningful 3. Must deliver on its promise: the promise you make in the ad and the brand image 4. Break through the clutter: stop, look, and listen. 5. Must take the consumers point of view 5 functions of advertising - ANS 1.Informing: raising awareness of new brands, facilitates positive brand image 2.Influencing: persuades consumers to try a product 3.Relevance: keeping fresh in consumers memory and making it relevant to them 4.Adding value: adding value to the consumer, proving it 5.Assisting the company growth: facilitates other company communications i.e promos and sweepstakes 6 styles of creative advertising - ANS 4. Brand image: basically about positioning in the consumer's mind 3. Unique selling proposition: it's your "only" highly differentiated, we are the only ones who can provide this 5. Resonance: knowing your audience and what works for them 2. Preemptive: encourage them to buy it before they need it (condoms, batteries, sugar) 1. Introducing 6. Emotional: jewelry, food, baby products, dove beauty B.U.R.P.I.E bitch importance of the creative brief - ANS Everyone uses it to get on the same page. To provide an outline to begin the strategic marketing process. 8 elements of a strong social media plan (ESSSSAY) - ANS 1.Targeted: know who youre talking to and where they go on social media 2.Focused: consumers have a 3 second attention span, has to get through the competition 3.Measurable: keeps us accountable, lets us refine what we are doing 4.Great content: if its good people will share it 5.Simple: people need to understand it 6.Use the right media for message: do we want a video or picture etc and where? Ex. Doves video couldn't go on insta, or snap or short video platforms 7.Memorable 8.Profitabl