maketing 5

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maketing 5
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2013-05-05 03:39:33
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  1. Advertising Campaign
    Designing and placing a series of advertisements that have a consistent theme,and placing them in various media to reach a particular target audience over a set period of time.
  2. 3 primary types of Advertising
    • Brand
    • Direct response
    • Hybrid
  3. brand advertising
    • Seeks to build long-term awareness and does
    • NOT expect an immediate, measurable
    • response.
    • Heart Driven - seeks to motivate consumers
    • via the heart. (ie: Pepsi)
    • Head Driven – seeks to motivate consumers
    • via the head (ie: quantifiable benefits)
  4. Direct Response Advertising
    • Seeks to move the prospect to immediate,
    • measurable action…place an order, ask for
    • more information, or visit a retail store.
  5. Advertising Agency
    • An independent firm that creates ads and buys
    • media for companies.
  6. brand response
    • A hybrid of brand and direct response.
    • Combines branding elements (ie: logo, USP,
    • spokesperson, colors, etc) with an offer and
    • way to respond directly to the advertiser.
  7. Brand advertising vs. direct response
    • Brand
    • “Broad cast”
    • Image-oriented
    • Speculative
    • Seeks awareness
    • Long-term
    • Creativity driven
    • Memory triggers
    • Sells image
    • DIRECT RESPONSE
    • “Narrow cast”
    • Action-oriented
    • Measurable
    • Seeks sales
    • Immediate
    • Results driven
    • Response triggers
    • Sells benefits
  8. 6 Steps in the ad campaign
    • 1. Identify target market
    • 2. Set advertising objectives
    • 3. Determine ad budget
    • 4. Evaluate & select media
    • 5. Create Advertisements
    • 6. Access results
  9. Two common way to determine the ad budget
    • -Percentage of Sales – Sellers base budget on
    • a % of forecasted sales (usually 1-5%)
    • -Objective & Task – Sellers set objectives and
    • then allocate the dollars needed to
    • accomplish those objectives
  10. in the market media
    • A medium where prospective customers might
    • look when they are actively looking for
    • information a particular product or service
  11. 3 concept of Prioritizing
    • 1) Promote to current customers – Those people that
    • know and (hopefully) like you (Database Marketing)
    • 2) Promote via “in-the market” media – Reach those
    • customers that don’t know you but are actively
    • looking for what you’re selling
    • 3) Promote via “interruption” media – Reach those
    • customers that don’t know you and are NOT
    • currently looking for what you’re selling
  12. 3 concepts of prioritizing media specific options
    • 1) Promote to current customers- Database
    • marketing via- mail, email, mobile
    • marketing
    • 2) Promote via “in-the-market” media – search
    • engine marketing, newspaper, yellow
    • pages, specialized consumer and trade
    • magazines (b2b).
    • 3) Promote via “interruption media”- All other
    • media options
  13. media mix
    • The mix of various media (radio, tv, magazines,
    • etc) that a company uses to promote their
    • products
  14. tv
    • strengths:
    • Can reach a large mass
    • audiences (ie: super bowl
    • ads)
    • Can target smaller specific
    • audiences (ie: cable
    • programming)
    • Combines sight, sound,
    • and motion
    • Great for building brand
    • awareness
    • WEAKNESSES
    • High cost to produce and
    • run ads
    • Short, perishable message
  15. radio
    • strengths:
    • Can target very specific
    • audiences
    • Uses sound to create
    • emotions
    • WEAKNESSES
    • No visual element
    • Short and perishable
    • message
    • Listenership being hurt by
    • Satellite Radio, internet
    • and MP3 players
  16. magazines
    • STRENGTHS
    • Can target VERY specific
    • audiences based on
    • psychographics
    • High-quality color
    • Can convey complex
    • information
    • WEAKNESSES:
    • Relatively high
    • Cost/thousand prospects
    • reached (2nd only to direct
    • mail)
  17. news papers
    • STRENGTHS
    • Excellent “In the Market”
    • medium for some products
    • Can convey complex
    • information
    • WEAKNESSES
    • Poor color
    • Readership skews 60+
    • Declining circulation; a
    • dying medium
  18. outdoor
    • STRENGTHS
    •  Very low cost/thousand
    • prospects reached
    •  Good opportunities for
    • repeat exposures
    • WEAKNESSES
    •  Message must be short and
    • simple
    •  Generally low selectivity of
    • audience
  19. direct mail
    • STRENGTHS
    •  Very high selectivity of
    • audience
    •  Can be very personalized
    •  Can use high-quality
    • graphics
    •  Can convey complex
    • information
    • WEAKNESSES
    •  The highest cost/contact of
    • any medium
  20. websites
    • STRENGTHS
    •  Can use both audio and
    • visual
    •  Available 24/7
    •  Has evolved to a key
    • generator of sales and/or
    • leads
    • WEAKNESSES
    •  Usually requires “external”
    • promotion to draw traffic
    • to the site.
  21. SEM
    •  Strategies used to direct visitors from search
    • engines to specific web sites
    •  SEM is one of the most important web tools.
    • It is how marketers take advantage of the
    • web as a great “in-the-market” medium
  22. search engines popularity
    •  Google – 74%
    •  Yahoo – 17%
    •  Other – 9%
  23. email
    • STRENGTHS
    •  Very cost-effective way to
    • keep in touch with
    • customers who have
    • “opted in”
    •  Can be highly personalized
    • WEAKNESSES
    •  Can not reach out to new
    • prospects
    •  “Open rates” are falling
  24. Banner ADs
    •  On-line “space advertising” that encourage
    • “click-through” to a specific website.
  25. Social media
    •  Internet-based media where the users provide
    • most of the content
    •  Ie: Facebook, Twitter, Youtube
  26. social media
    • STRENGTHS
    •  Very cost-effective way to
    • build loyalty and
    • awareness with customers
    • WEAKNESSES
    •  Hard to reach out to new
    • prospects
  27. mobile Marketing
    • Advertisements sent to customers via a mobile
    • device. (ie: cell phones)
  28. Database Marketing
    • The analysis and segmentation of customer
    • information stored in a database to create
    • customized communications.
    •  The four media that database marketers use
    • are direct mail, e-mail, telemarketing, &
    • mobile marketing

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