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UNC-Chapel Hill JOMC 137 - Exam 1 Study Guide

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JOMC 137 1st EditionExam # 1 Study Guide Chapter 1Key ContentWhat is advertising?Functionality, symbolism, and the social power of brandsThe changing global advertising environmentChallenges for ad agencies*Advertising as Marketing ToolsWhat are the 4 Ps of Marketing?- Product- Price- Place- PromotionAdditional fields that feed into marketing:- PR- Personal selling- Corporate communications- Direct marketing communicationsAdvertising: Latin root –advertere: “To turn towards”Essentials of advertising: paid, mass-mediated, attempt to persuade- Paido Communication is not paid for, it’s not advertising o Client or sponsor: company or sponsor that pays for ad- Mass-mediatedo Delivering through a medium designed to reach a large number of people- Attempting to persuadeo Communications designed to get someone to do something-advertising is a means to turn consumers towards a product or service by providing information or creating a positive feeling (positive brand attitude)-positive brand attitude can help place the consumer on the path towards seeking out the product or service advertisedadvertising can increase consumer’s engagementIMC“IMC is a strategic business process used to plan, develop ,execute and evaluate coordinated, measurable, persuasive brand communication programs over time with consumers, prospects, employees, associates and other targeted relevant external and internal audience. The goal is to generate both short-term financial returns and build long-term brand and shareholder value” (Schultz)Tools used for IMC- Advertising in mass media- Sales promo- Point-of-purchase materials- Direct marketing- Personal selling- Internet advertising^all of these feed into the target audienceWhat should IMC strategy do?- Should focus on target audience- Should be conducted through a consistent main theme (Big Idea)- Big Idea should be created based on the relationship between the brand and consumersWhat is critical for the success of IMC?- The relationship between the consumers and the brandsEx of successful IMC- Coca-Cola: Open happinessThe role of Ad in brand marketing- Brand functionality: information and persuasiono Informs target audience about the values a brand has to offero Introduces new brands or brand extensions- Symbolism: building and maintaining brand loyaltyo Brand loyalty: consumers repeatedly purchase the same brand to the exclusion of competitor’s brando Brand equity: set of brand assets linked to a brand, its name, logo, symbol^ consumers often use a certain brand to express themselvesthey purchase not only the brand, but the symbolic meaning- Brand positioning: designing a brand to occupy a distinct and valued place in target consumer’s mindo External position: niche the brand will pursue relative to all the competitive brandsex: Apple v otherso Internal position: position achieved in regard to other, similar brands marketed by the firmex: avis v hertzo Repositioning:Firm believes that a brand needs to be updated to address changing market conditionEx: new old Spice ad: tan man on a white horse; made in comments/reviews that Old Spice was more for older menNew Environment1) Interactive communicationo Traditional Brand-consumero interactiveBrand<-> consumer2) direct and fast communicationquick responding to consumer feedback is important3) passive receiver active reactor- People can distribute informationo People tend to distribute info they like through internet such as blogs and social mediao Cost-effective: Free for the distribution ex: retweets- “content” is keyo attract consumer’s attention (interesting, funny, sympathy, etc)o relevant to brando target orientedex: Red Bull sponsor of the Stratos Jump Boost- Viral marketing is closely related to IMCo Doveo Old Spiceo EtcChallenges for Ad agencies- Channels for brand advertisingo Mobile, PC/laptop are top two (Mobile is #1)- Important of non-traditional advertisingo New organization: SNS team, digital plannerso New measurement- New thinkingo InteractivityChapter 2: Theorizing AdvertisingKey ContentWhy theorize advertising and promotion?Practice-based advertising theoryInformation processing theory in advertisingSocio-cultural theory in advertisingWhy theorize Ad and Promo?- Advertising=businesso “a good advertising is created by accumulated realistic experience”- theory-esoteric, unrealistic, fantasy, etc.- usually select most important 1-2 core benefits about product for adClassic Model of CommunicationFeedback loop:Sender->encoding->message->medium->decoding->receiver->sender- monologue, not dialogue- sender-oriented model- no empathy included in receiverMagic Bullet or Hypodermic Needle Theory- The media (Magic gun) fires the message directly into the audiences’ head without their own Knowledge. The message causes an instant reaction from the audience without any hesitation- The media (needle) injects the message into audience mind and it causes changes in audience behavior and psyche towards the message. Audiences is passive and they can’t resist the media message Ex: War of the World fake radio newsPractice-Based Ad Models- Unique Selling Position (USP)o One of “reason why” approacheso Single thing that gives the consumer a reason to buyEx: Audi Quattro ski jump commercialInfo Processing Theory- AIDA modelAttention->interest->desire->actiono Model of how individuals process the information they are exposed to in ordero Linear or “transportation” model which is based on a logical and rational process- ELMo ELM is a dual routeo Multi-process theoryo Dual route: Central: relatively extensive and effortful information processing aimed at scrutinizing and uncovering the central merits of the issue Peripheral route: less effortful information processing influenced by internal or external factors not associated with the core of the issues, such as visual cues or celebrity use ELM and advertising: high vs low involvement- Scrutinizing the product-relevant information presented in an advertisement- Favorable attitude to ward cogent and persuasive message- Unfavorable attitude to ward weak and specious information- ^^central routeELM and advertising- low involvement consumer (ex: not considering purchasing,etc.)- not expanding the effort required to think about the product-relevant arguments- focusing on attractiveness or prestige or products’ endorser^^peripheral routeELM and advertising:


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