advertising
paid from of non personal communication
promotions
material that attempts to induce a customer to buy such as discounts or special offers
advertisings role in marketing
creates brand awareness and impression (benefits, how its different than others) stimulate distribution, increase product use, lower overall cost of sales
push strategy
aiming promotional efforts at distributors, retailers and sales people so they push your product to consumers
pull strategy
aiming promotional efforts directly at customers
how does art and science relate to advertising
creative approaches and understanding customer behaviors and target audience
3 dimensions of tv advertising
autobiographical:telling personal story
drama: watching a story unfold to create message
narrative: somebody else narrates the story that isn't the character
fundamental purchase and usage motives used in ads
8 negatively informational motives
positively originated transformational motives
negatively originated informational motives
problem removal, problem avoidance, incomplete satisfaction(this product will make consumer happier than other products), mixed approach, depletion (will run out of this product got milk)
positively originated transformational motives
sensory gratification, intellectual stimulation or mastery(something that makes you smarter), social approval
concepting
development of big ideas going from strategy to tactics
concepting approaches
show the product, the benefit, the alternative, comparison, do the twist to get audiences attention (edgy nudity sound effects)
creative brief
dissect product for creative team, redefine target audience, introduce key consumer benefit describe features and benefits
CPM
cost per thousand, based on number of subscribers, single issue purchasers and number of exposures
reach
number of people being exposed to your ad, does it sync with target audience
frequency
know how many times to show ad to maximize cost
rate card
listing of prices for an ad, price per inch q
open rate
price for just one ad one time
advertising campaign
combination of unique ads, promotional events and other marketing comm that all have the same message, must have continuity common theme
brand
the name term design or symbol the distinguishes it
trademark
legal term for brand
3 methods of media scheduling
continuous(regularly purchased products)
flighting(only during season)
pulsing (mixes continus and flighting)
product integration/ branded entertainment
actual integration of product or brand into script
non fact claims used in ads
puffery ( exaggerations)
obvious falsity (spoofs)
lifestyle claims (that your life will be transformed)
2 foundational laws that have guided ad ethics
1)pure food and drug act
2)federal trade commission act, can't mislead or be deceptive
brand niching
company purposefully takes advantage of demographic
issue in dove reading
commercialization of feminism is not good because using feminist rhetoric to try to get women to spend money
cultural and demographic trends
pop increase due to cultural groups having larger families, old people on the rise
high context vs low context cultures
high: message subtle more about strength and value of brand
low: message explicit direct if you want to say something you do (america)
where are americans moving to
west and south UT AZ NV
international marketing
develop one marketing campaign
national
develop different marketing strategy for different countries or cultures
generation z
marketers will need to create synergy between all platforms and use to catch attention need to stay fresh to catch attention
average size of super bowl audience and cost of 30sec
140 million and 5$ million
ad that changed Super Bowl ads
apple mac 1984
what broadcast networks have superbowl
cbs, fox and nbc rotate
theories related to fan loyalty
balance theory: urge to maintain ones values and beliefs over time
social identification theory: people want to identify with high status groups to make themselves look better
fans flaunting loyalty or hiding because of loosing
basking in reflected glory, cutting of reflected failure
why is sports marketing unique
demand fluctuates: seasonal
consumers personally identify
people don't have control over product can't always give consumers what they want
guidelines for selecting endorsers for product
person should seem like they know something about the product, how trustworthy is the figure would they only endorse something they think is a good product, can consumers identify with the sports figure
cybermarkerting
internet marketing, good educational tool, interactivity
viral marketing
uses social media to pass along advertisement messages to friends, increases campaigns life span
advantages of internet/social media marketing
consumer centric, flexibility, single integration, engaging
disadvantages of internet/social media marketing
clutter, word of mouth if negative, time intensive
permission marketing
consumers give permission and seek out marketing messages and interaction with the marketer (sign up for news letter, liking company of fb)
SEO
search engine marketing, pay search engine to have website at the top
twitter vs fb
twitter users tend to be influencers while fb users reflect average customer
advantages of mobile media marketing
popularity, searching more on phone,less expensive, database development, buzz
changing economy effecting marketing
instant coupons short codes
environmental concerns
anti consumerism
longtail
companies can sell many products at low volume and still make a profit
gamification
using factors that drive intense game play to cause consumers to visit site
biggest challenge today in marketing
people don't want more marketing messages but the solution is interactivity
blockchain
online exchange, bitcoin
when is personal selling used
new and unique products
technically complex
very expensive
customized products
verticalmarkets
functions of sales representatives
explain new products
problem solve
negotiate a sale
represent the company
gather information
how to sell
consider the individuals motives
think about what benefits appeal to them
ask them questions that will start them imagining what it will be like to have the product
close the sale by getting them to talk about what it would be like
colateral
tools that help sales people sell to business customers, product brochures, sales sheets, trade show handouts
how is business to business marketing different
customer buying with company money
primary goal to generate immediate sale not brand loyalty
ad budgets are smaller
usually sold by contracts
how is business to business selling the same
marketing princples till apply
they still have wants and needs
interent is just as important
branding is still important
companies don't buy products people do