MKTG 455 Exam 2

S/W of TV - ANS strengths: building through storytelling, reaching consumers 1-on-1, the best medium to entertain, widest/biggest reach in media. Weaknesses: high production and placement costs S/W of Radio - ANS Strengths: high ability to target, can reach audiences on personal and intimate level, economical, short lead times, local radio personalities. Weaknesses: cluttered, no visuals, fractionalization, buying locally for national/regional campaigns can be difficult S/W of newspaper - ANS Strengths: flexibility - able to pick certain markets, can choose location within the paper, size of advertising. Weaknesses: bad reproduction quality, declining readership, ads being lost in clutter, not a lot of color print S/W of Magazines - ANS - Strengths: target through readership interests, long shelf life, pass through rate, high production values, geo-targeting, post run research. Weaknesses: Long lead times, clutter with editorial content, needed months in advance S/W of Social/Online - ANS Strengths: flexible, high reach, consumer engagement, 2-way dialogue, drive traffic through other social mediums, instant metrics, cost effective, individualization, interactivity, immediacy Weaknesses: neg conversation, privacy, censorship, lost productivity, hackers/fraud, difficult to measure ROI S/W of Direct - ANS Strengths: easily targeted, measurable, accountable, flexibility, efficiency. Weaknesses: expensive, can be considered intrusive How does a brand become a sponsored link? - ANS key-word matching advertising, companies bid against each other for the spots Media planning process TOMB - ANS t target audience, 2. specify objectives, 3. select media and vehicles, 4. buy the media Reach - ANS the percentage of the target audience that is exposed at least once during the campaign period Frequency - ANS the number of times - on average- that the target sees the media vehicle during the campaign period GRP - ANS Reach x Frequency 5 elements of effective advertising SCDBC - ANS 1. must extend from sound marketing strategy, 2. creative with a purpose, 3. must deliver on the promise, 4. must breakthrough clutter, 5. must take the consumer view 5 functions of advertising IIRAA - ANS 1. informing 2. influencing 3. relevance 4. adding value 5. assisting company growth 6 styles of creative advertising GPUSPBRE - ANS 1. generic (factual and reason) 2. preemptive 3. unique selling proposition USP 4. brand image 5. resonance (highly researched to a niche audience) 6. emotional Creative brief - ANS key communication tool that aligns the brand and agency together on the same page for the media campaign Hierarchy of most influential sources of product information - ANS 1. consumer recommendations 2. consumer opinions posted online 3. brand websites 4. editorial content - newspapers, magazines etc. 8 elements of strong social media campaign TFM,GC,S,RM,MP - ANS 1. targeted 2. focused 3. measurable 4. great content 5. simple 6. right media for message 7. memorable 8. profitable agency compensation forms - ANS fees for service (hour or retainer), commission (15%), custom compensation arrangement (outcome/performance-based or blend/fee plus commission** most common) Blogs - ANS can be highly targetable and trusted, the brand website is more important storyboards - ANS used during the rough stage of research, simple method to show the rundown of the ad types of data - ANS qualitative and quantitative forms of direct mail - ANS snail mail, post card, catalog, email things that influence media types - ANS what demographic, what are my goals and reach numbers, budget, timeframe, frequency rating systems - ANS TV - neilson, Radio - arbitron, Magazine - SRDS, MRI, Simmons what influences price of ads - ANS time of day - Prime time 8-11 for tv, radio is morning and afternoon commute