Advertising 2

  1. Basic Communication model
    • (S) Source/sender [The Advertiser]=Sends Noise to Reciever
    • -
    • (M) Coded Message [The Agency]
    • -
    • (C) Channel [Media]
    • -
    • (M) Decoded Message [interpretation]
    • -
    • (R) Reciever [Target Audience]= Sends feedback to Source
  2. Interactive Communication Model
    • (S) Source/sender [The Advertiser] to reciever and vice versa
    • -
    • (M) Coded Message [The Agency]
    • -
    • (C) Channel [Media]
    • -
    • (M) Decoded Message [interpretation]
    • -
    • (R) Reciever [Target Audience] to source and vice versa
  3. Advertising Communication
    • Source: Advertiser (objectives) ->
    • Message: Encoding (by Agency) ->
    • =Noise: External
    • Public Opinion
    • Market Strategy
    • Competition
    • Other Noise
    • =Noise: Internal
    • Percieved needs
    • Information processing
    • Attitudes and opinions
    • Other Noise
    • Media Mix: Channels ->
    • Reciever: Consumer Reception and Response ->
    • =Perceive
    • Understand
    • Feel
    • Connect
    • Believe
    • Act
    • Feedback -> Source
  4. Channels of Communication
    examples: newspaper, radio, or TV
  5. Source
    A sender who encodes a message
  6. Reciever
    a reader, viewer, or listener
  7. Feedback
    obtained by monitoring the response of the receiver to the message
  8. Interactive Communication is?
    a two-way communication such as Ogilvy's
  9. What is an impact?
    How the reveivers respond to the message
  10. What is AIDA?
    • Attention
    • Interest
    • Desire
    • Action

    first came around in the 1900 by St. Elmo Lewis
  11. Think/Feel/Do
    • Developed in 1970's;
    • The advertising motivates people to think about the message, feel something about th ebrand and then do something, such as try it or buyt it
  12. Domains
    • Moriarty's Domains Model
    • 1. Perception
    • 2. Learning
    • 3. Persuasion
  13. Facets of Effects Model
    Perception -- See/Hear -- exposure, selection, attetion, interest/relevance, awarness recognition

    Emotion/Affective -- Feel -- want/desire, feelings, liking, resonance

    Cognition -- Understand -- need cognitive learning, differentiation, recall

    Association -- Connect -- symbolism, conditioned learning, transformation

    Persuasion -- Believe -- motivation, influence, involvement, conviction, believeablity/credibility, preference and intention, loyalty

    Behavior -- Act -- trial, buying, contacting, advocating, referral, prevention/avoidance
  14. Exposure
    Best way to reach consumers with a message
  15. Selection and attention
    a reciever of a message chooses to attend a message
  16. Intrusive
    intrude on people's perception in order to grab attention
  17. Interest and relevance
    Interest-the reciever has become mentally engaged in someway with the ad

    Relevance-the message connects on a personal level
  18. Awareness
    when an advertisement makes an impression--something registers
  19. Recognition
    people remember seeing the ad and RECALL the ad
  20. Subliminal
    message cues given below the threshold of perception
  21. Affective response
    mirror our feelings about something
  22. Consumer Behavior
    describes how individuals or groups select, purchase, use, or dispose of products as well as needs and wants that motivate these behaviors
  23. Consumer
    people who buy or use products or adopt ideas that satisfy their needs and wants
  24. Customers
    Are specific types of consumers. Brand loyalists
  25. "norm"
    boundaries each culture establishes for "proper" behavior
  26. Values
    particularly cutural vaules which represent our underlying belief systems
  27. Core values
    • 1. Sense of belonging
    • 2. Excitment
    • 3. Fun and Enjoyment
    • 4. Warm relationships
    • 5. Self-Fulfillment
    • 6. Respect from others
    • 7. A sense of accomplishment
    • 8. Security
    • 9. Self-respect
  28. Subcultures
    defined by geographic regions or by shared human characterisitics like (age, values, language, or traditions and ethnic background)
  29. Innate needs
    water, food, air, shelter, and sex
  30. Acquired needs
    needs we learn in response to our culture and enviornment
  31. Social Class
    determined by income, wealth, education, occupation, family prestige, value of home, and neighborhood
  32. Family Vs. Household
    Family- consists of two or more people who are related by blood, marriage, or adoption and live in the same household

    Household- consists of all those who occupy a dwelling whether they are related or not
  33. Lifestyle
    reflects family situation, values, and income
  34. Maslow's Hierarchy of Needs
    • Self-Acutalization: self-fulfillment enriching experiences
    • Ego Needs: Prestige, status, accomplishments
    • Blongingness: Love, Friendship, Acceptance by others
    • Safety: security, shelter, protection
    • Physiological: water, sleep, food
  35. Satisfaction
    only one possible response to a brand message or brand experience
  36. Dissonance
    we tend to justify or rationalize the discrepancies between what we thought we would recieve and what we actually recieved.
  37. Motivation
    internal force that stimulates you to behave in a particular manner.
  38. Psychographics
    lifestyle and psychological factors with other personal consumer characteristices that causes a person to make brand decisions.
  39. Yankelovich Monitor's Mindbase
    tracking consumer valuses and lifestyles since 1971
  40. Segmenting
    dividing the market into groups of people who have similar characteristics in a certain key product-related areas.
  41. Targeting
    means identifying the group that might be the most profitable audience and the most likely to respond to marketign communication
  42. Market Research
    compiles info about the product, product category, competitors, and other details of the market environment that will affect the development of ad strategy
  43. Consumer Research
    identifies people who are in the market for the product in terms of their attitudes, interests, and motivations.
  44. Strategic research
    critical info that becomes the basis for strategic planning on both marketing and marketing communication levels
  45. Secondary Research
    background research that uses available published info about a topic
  46. Primary research
    info that is collected for the first time from original sources
  47. Qualitative research
    provides insight into the underlying reasons for how consumers behave and why.
  48. Quantitative Research
    delivers numerical data such as number of users and purchases, their attitudes and knowledge, exposure to ads, and other market related info.
  49. Marketing research
    formal research used by the marketing department for strategiv planning
  50. Consumer insight research
    know the people they are trying to reach
  51. Advertising Audit
    planners will begin an assignment by collecting every possible piece of advertising and other forms of marketing communication by the brand as well as competitors
  52. Content analysis
    slogans, appeals, and images used most often OR more formal and systematic of competitiors
  53. Semiotic analysis
    a way to take apart the signs and symbols in a message to uncover layers and types of meanings.
  54. Embedded Research
    research methods part of the purchase itself
  55. Strategic Business Unit (SBU)
    line of products or all the offerings under a single brand name.
  56. Return on investment (ROI)
    measurement that shows whether, in general, the costs of conductin the business - the investment- are more than matched by the revenue produced in return.
  57. Marketing Plan
    developed for a brand or product line and evaluated annually
  58. Steps of Marketing Plan
    Selecti Marketing Objectives -> Idenitfy Threats & Opportunities -> Select Target Markets -> Develop Marketing Strategies -> Design Action Plans - Execute Plans -> [Measure Results/ Take Action] :goes back to all others too
  59. Share of Market
    measurements refrring to the percentage of the category purchases that are made by the brands customers.
  60. Campaign Plan
    tightly focused on solving a particular marketing communication problem in the specified time
  61. SWOT
    Strengths. Weakness. Oppturtunities. Threats.
  62. Benchmark
    usinga comparable effort to predict a logicial goal.
  63. Positioning
    a place in the consumers' minds where the product or brand stands in comparrison to its ompetitors.
  64. Features
    the product's tangible features (such as size, color, and ease of use) and other intangible attriubutes (such as quality, status, value, fashion, and safety) to identify the relevent dimensions of the product that make it different.
  65. Competitive Advantage
    • 1. the product has a strong feature
    • 2. in an area that is important to the target
    • 3. the competitor is weaker
  66. Differentiation
    a strategy designed to focus attention on product defferences that distinguish the company's product form all others in the eyes of consumers.
  67. Perceptual map
    plots all the competitors on a matrix based on the two most important consumer decision factors.
  68. Brand Communication Strategy
    • Consumer Response--------Advertiser's Objective
    • Percieve Create brand identity
    • Feel Cue Brand personality
    • Think Cue brand positioning
    • Associate Cue brand image
    • Believe Create brand promise & brand preference
    • Do Inspire brand loyalty
  69. Brand Linkage
    emotional connection that links a customer to a brand
Card Set
Advertising 2
Worst Advertisting test ever