54 Cards in this Set
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Hierarchy of effects model
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1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase
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Means-end theory
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- Means-end chain
- Message (means) lead to end state (personal values)
- Means-End Conceptualization of Components of Advertising Strategy (MECCAS)
- Model suggests six elements:
-- Product attributes
-- Consumer benefits
-- Leverage points
-- Taglines
-- Personal values
-- Exe…
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Leverage points
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- Moves consumer form benefits to personal value
- Links attributes- benefits- personal values
- Associated with attitude change
- Ads need powerful leverage points
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Taglines
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- Key phrase in an advertisement
- Memorable
- Identify uniqueness or special meaning
- Provide consistency
- Taglines identified with specific brands
- Catchy taglines transcend campaigns
- Developing new taglines
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Fear
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- Fear appeals are common
- Fear increases interest and is remembered
- Severity: level of consequence
- Vulnerability: Probability of event occurring
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Humor
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- Excellent for getting and keeping attention
- used in 30% of TV and radio ads
- humor causes consumer to watch, laugh, remember
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Sex
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- Brakes through clutter
- Use has increased
- Not as effective as in the past
- Advertisers shifting to more subtle sexual cues
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Music
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- Connects with emotions and memories
- has intrusive value
- Gains attention
- Increases the retention of visual information
- Better recall
- Can increase persuasiveness
- Stored in long-term memory
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Rational
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- Based on hierarchy of effects model
- Active processing of information
- Print media and internet best mediums
- BtoB; information search by buying center members
- complex and high involvement products
- if processed, excellent at changing attitudes
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Emotional appeals
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- Consumers ignore most ads
- Rational ads go unnoticed
- Emotional ads capture attention
- Key to brand loyalty
- used more frequently in B to B
- Television is best medium
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3 components of message strategies
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Cognitive- Generic, preemptive, unique selling proposition, hyperbole, comparative
Affective- Resonance, emotional
Cognitive- Action- inducing, promotional support
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Five Cognitive Strategies
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1. Direct or indirect comparisons
2. Real or fictitious competitor
3. Advantage- captures attention
4. Negative- less believable, negative attitude
5. Choose comparisons carefully
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The matching between hierarchy of effects model and message strategies
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- Cognitive strategies: awareness, knowledge
- Affective strategies: Liking, preference, conviction
- Cognitive strategies: Purchase
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Seven executional frameworks
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- Animation
- Slice-of-life
- Testimonial
- Authoritative
- Demonstration
- Fantasy
- Informative
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Spokespersons
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- CEOs:
-- highly visible and personable
-- can be major asset
-- used by local companies
-Experts:
-- expert in their field
-- authoritative figures
- Typical persons:
-- paid actors
-- typical, everyday people
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Celebrity endorsers
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- Most common
- Featured in 6% of ads
- Enhance brand equity
- Create emotional bonds
- More effective with younger consumers
- Athletes popular
- Establish brand personality
- Unpaid spokespersons
- Celebrity voice-overs
- Dead-person endorsements
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Five Elements of Spokesperson Credibility
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- Derived from other five characteristics
- Acceptance of individual and message
- Believable
- Most sources do not score high in all characteristics
- Celebrities most likely to possess all characteristics
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Principles of effective advertising
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- Visual consistency
- Campaign duration
- Repeated taglines
- Consistent positioning- avoid ambiguity
- Simplicity
- Identifiable selling point
- Create an effective flow
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Media Strategy
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Process of analyzing and choosing media for advertising and promotional campaigns.
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Media planning
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- Analysis of target market
- Focus on consumer behavior
- Understanding purchase process
- Study media choices
- Listening and viewing habit
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Components of media plan
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- Marketing analysis
- Advertising analysis
- Media Strategy
- Media Schedule
- Justification and summary
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Media buyers
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- Purchase space, negotiates rates
- Placement important consideration
- Little connection between agency size and price
- Spot ad- one time placement
- Effectiveness related to
-- Quality of media choices, Creativity, Financial stewardship, Agency's culture and track record, Rel…
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Advertising terminology
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> Reach
- Number in target audience exposed
- Typically 4-week period
> Frequency
- Average number of exposures
> Opportunities to see (OTS)
- Cumulative exposures
- Placements x frequency
> Gross rating points (GRPs)
- Measures impact of intensity of media plan
- Vehic…
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Advertising Terminology Con't
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> Costs
- Cost per thousand (CPM)
> Ratings and cost per rating point (CPRP)
- Ratings measure percent of target market exposed by medium
-CPRP allows for comparison across media
- Cost of media buy/ vehicle's rating
- Weighted CPM
> Continuity
- Continuous campaign
- Pu…
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Achieving ad objectives
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See slides
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Advantages and disadvantages of traditional media
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See slides
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Neilson ratings
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...
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Social media and TV ads
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- Grand for consumers:
-- Less time watching television, more time online
- High social media users watch more TV
- 75% consumers multi-task watching TV
- Bluefin Labs- Online buzz and TV shows
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Media Mix
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- Select proper blend of media
- Media planners and media buyers
- Media multiplier effect
--Consumer audience
-- Business-to-business audience
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Web 1.0
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- Static content provided by creator
- Dominated by institutions and businesses
- Commercially and technically based
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Web 2.0
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- Content is socially-based and audience generated
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Web 3.0
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-Content driven by online metrics
- Integration of content and communications
- Instant real-time communications
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Web 4.0
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- Customer engagement
- Cloud operating systems
- Web participation a necessity
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E-commerce
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- Click- only operations to brinks-and-clicks
-B2C and B2B online commerce
- Online sales 8 percent of retail activity
- Research online before purchase
--80% Americans
--50% Australians
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Characteristics of Web 4.0
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- Customer-centric design
- Drill-down search
- Channel integration
- Brand engagement
- Customer interaction
- Customization and personalization
- Online and offline marketing
- Search engine optimization (SEO)
- Shopping cart abandonment strategies
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Strategies to reduce shopping cart abandonment
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- Show any additional costs
- Make checkout easy
- East to enter discount codes
- Provide safe checkout procedure
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E-commerce incentives
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- Financial incentives
- Convenience incentives
- Value-based incentives
<Cyberbait>
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Mobile marketing
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> Smartphones (43%)
> Ways people us e smartphones:
- Social device
- Search for product information
- Method of shopping
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Online advertising
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> Highly effective
> Online budgets have increased
> Online metrics
- Measure results
- Almost simultaneously
- Major advantage
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Search engine optimization
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> Largest category of online expenditures
- Text ads on search results
- 41% of online advertising
> 80% of web traffic begins with a search
> Three methods of SEO
- Paid search insertion
- Natural or organic emergence
- Paid search ads
> Results of SEO
- Click rate 5% (…
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Social media
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- 75% of Internet users participate in social media
- Advertisers spent $7.72 billion on social media, 2/3 went to Facebook
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Facebook
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- 800 million users worldwide
- Display ads
- Companies have pages-fans
- Offer discounts or special promotions
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Twitter
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- Micro-blogging service
- Monitor what customers are saying
- Interact with customers
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Blogs
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> Online musings
> Power of online buzz
> 47% go to social networks
- Download coupons
- Search for information
> 45% go to social networks
- Upcoming sales
-Discounts
> 22% read or write a product review on a blog
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Email
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> Important component of interactive strategy
- Integrate with other channels
- Resemble information on Web site
> Using web analytics to direct e-mail campaign
- Individuals who visit web site
- Individuals who abandon shopping cart
- Targeted e-mails have higher conversion r…
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Viral Marketing
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> Message passed from one consumer to another
- E-mail
-Blogs
> Form of advocacy or word-of-mouth endorsement
> Viral marketing messages
- Advertisements
- Hyperlinked promotions
- Online newsletters
- Streaming videos
- Games
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Alternative marketing programs
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> Requires creativity and imagination
> Identify intersect paths
> Alternative media programs
- Buzz marketing
- Guerilla marketing
- Lifestyle marketing
- Experiential marketing
- Product placement
- Branded entertainment
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Buzz marketing
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> Word-of-mouth marketing
- Higher credibility
> Fast growth- now $1billion annually
> Methods of generating buzz
- Consumers who like a brand
- Sponsored consumers
- Company or agency generated buzz
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Guerilla marketing
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- Developed by Jay Conrad Levinson
- Instant results with unique, low-cost approaches
- Focus on region or area
- Involve interacting with consumers
- Create excitement
- Goal is to generate buzz
- Grassroots efforts
- Alternative media
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Lifestyle marketing
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> Associated with hobbies and entertainment
> Contacting consumers where they go for
- Relaxation
- Excitement
- Socialization
- Enjoyment
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Product placement
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> Planned insertion
> used since 1890s
> Biggest surge in 1982- E.T. and Reese's Pieces
> Product placements
- Increased awareness
- More positive attitude toward brand
- No immediate impact or sales
> Low cost per viewer
- Movies
- DVD movie rental
- Pay-per-view tele…
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In-store marketing
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- 60% of purchase decisions made in store
- Funds represent small percent of budgets
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Point-of-purchase marketing
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> Location is key
> Last chance to reach buyer
> Effective for increasing sales because
- 60% of decisions are in store
- 50% of money spent at mass-merchandisers and supermarkets is unplanned
- 50% of Coca-Cola products from displays
> Average increase in soles is 9%
> Half …
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Brand communities
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> Ultimate demonstration of
- Brand loyalty
- Brand devotion
> Symbolic meaning
> Interactions between brand and consumer
> Shared values and experiences
> Cannot be created by brands itself
> Marketing can enhance community experience
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MKTG 380: EXAM 1