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Which of the following refers to a series of related advertisements focusing on a common theme slogan and set of advertising appeals?

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Advertising Response Function a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
Institutional Advertising a form of advertising designed to enhance a company's image rather than promote a particular product
Product Advertising a form of advertising that touts the benefits of a specific good or product
Advocacy Advertising A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
Types of Product Advertising Pioneering advertising, competitive advertising, comparative advertising
Pioneering Advertising a form of advertising designed to stimulate primary demand for a new product or product category
Competitive Advertising a form of advertising designed to influence demand for a specific brand
Comparative Advertising a form of advertising that compares two or more specifically named or shown competing brands on one ore more specific attributes
Advertising Campaign a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals
Competitive Advertising and the FTC Used to be outlawed (Unless competitor was veiled and unidentified), but in 1971 the FTC ruled that comparative advertising is okay as long as neither company or product is portrayed inaccurately
What are the steps to create an advertising campaign? 1 Develop goals and objectives 2 identify product benefits 3 develop and evaluate advertising appeals 4 execute the message 5 evaluate the campaign
Advertising Objective A specific communication task that a campaign should accomplish for a specified target audience during a specified period
DAGMAR Approach Acronym (Defining Advertising Goals for Measured Advertising Results)
DAGMAR Approach All advertising objectives should precisely define the target audience, the desired percentage change in some specified measure of effectiveness, and the time frame in which that change is to occur
Example of a effective Advertising Objective using the DAGMAR Approach "Educate 15% of 18-30 year old men about the Gillette Fusion razor's benefits within the next 12 months."
Competitive Parity Keep up advertising campaigns with your competitors
% Sales Method 3.5% of sales generally go to advertising in most companies. However, sometimes a good year of sales means you don't have to advertise exactly what the method requires
Emotional Bonding The way mastercard has distinguished itself from the competition by invoking emotion from their consumers through their "There are some things money can't buy" advertising campaign
Step 1: Develop Goals and Objectives Budget objects, message goals, use either the AIDA or DAGMAR approach
Step 2: Identify Product Benefits "Sell the Sizzle, not the Steak"; Sell a products benefits, not its attributes
Benefit vs. Attribute a benefit is what the consumer will achieve by using the product. "What's in it for me?"; Benefits apply to the rational or logical side of consumer versus their emotional side
Step 3: Develop and Evaluate Appeal The emotional reason for a person to buy a product; Often expressed as the product's "theme"
Advertising Appeal a reason for a person to buy a product
Unique Selling Proposition a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign. Usually a slogan
Criteria for evaluating an appeal Desirability, exclusiveness, and believability
Common Advertising Appeals Profit, Health, Love or Romance, Fear, Admiration, Convenience, Fun & Pleasure, Vanity & Egotism, Environmental Consciousness
Step 4: Execute the Message The way an ad portrays its information; Must attract attention and interest, but not distract from the content
Common Executional Styles for Advertising Slice-of-life, lifestyle, spokesperson/testimonial, fantasy, humorous, real/animated product symbols, mood or image, demonstration, musical, scientific
Medium The channel used to convey a message to a target market
Media Planning the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target
Step 5: Evaluate the Campaign Pretests Measures: are consumers likely to respond positively to the ad? Post Test Measures: Do consumers understand the ad? Did the ad meets its objectives/goals?
Media Types Used in Advertising newspapers, magazines, radio, television, outdoor media, yellow pages, internet
Advantages of Using Newspapers Geographic selectivity and flexibility; short-term advertiser commitments, news value and immediacy; year-round readership; high individual market coverage; co-op and local tie-in availability
Advantages of Using Magazines Good reproduction, especially for color; demographic selectivity; regional selectivity; local market selectivity; relatively long advertising life; high pass-along rate
Advantages of Using Radio Low cost; immediacy of message; can be schedule on short notice; relatively no seasonal change in audience; highly portable; short-term advertiser commitments; entertainment carryover
Advantages of Using Television Ability to reach a wide, diverse audience; low cost per thousand; creative opportunities for demonstration; immediacy of messages; entertainment carryover; demographic sensitivity with cable stations
Advantages of Using Outdoor Media Repetition; moderate cost; flexibility; geographic selectivity
Advantages of Using the Internet Fastest-growing medium; ability to reach a narrow target market audience; relatively short lead time required for creating Web-based advertising; moderate cost
Disadvantages of Using Newspapers Little demographic selectivity; limited color capabilities; low pass-along rate; may be expensive
Disadvantages of Using Magazines Long-term advertiser commitments; slow audience buildup; limited demonstration capabilities; lack of urgency; long lead time
Disadvantages of Using Radio No visual treatment; short advertising life of message; high frequency required to generate comprehension and retention; distractions from background sound; commercial clutter
Disadvantages of Using Television Short life of message; some consumer skepticism about claims; high campaign cost; little demographic selectivity with network stations; long-term advertiser commitments; long lead times require for production; commercial clutter
Disadvantages of Using Outdoor Media Short message; lack of demographic selectivity; high "noise" level distracting audience
Disadvantages of Using the Internet Difficult to measure ad effectiveness and return on investment; ad exposure relies on "click-through" from banner ads; not all consumers have access to the internet
How much is the average time time TV ad? About $300,000
How much is the average Superbowl Ad? About $3 million
Unique Ads Cell phone ads more common in Europe & Pizza Hut's attempt to project a pizza onto the moon
Cooperative Advertising an arrangement in which the manufacturer and the retailer split the costs of advertising and the manufacturer's brand
Infomercial A 30-Minute or longer advertisement that looks more like a TV talk show than a sales pitch
Advergaming placing advertising messages in web-based or video games to advertise or promote a product, service, organization or issue
advertainment mini movies that promote a product and are shown via the internet
media mix the combination of media to be used for a promotional campaign
cost per contact the cost of reaching one member of the target market
reach the number of target consumers exposed to a commercial at least once during a specified period, usually four weeks
frequency the number of times an individual is exposed to a given message during a specific period
audience selectivity the ability of an advertising medium to reach a precisely defined market
CPM Cost per thousand people
Gross Ratings Points (GRP) The higher this is, the more people that are watching a television show
Factors of Media Mix Decisions: cost per contact, reach, frequency, audience selectivity, flexibility, noise level, and life span
"Holding Power" The ability of a television show to keep watchers watching. The less likely you are to change the channel, the more likely you are to remember the commercials
Qualitative Selectivity how homogenous is your target market? Magazines and cable TV programs have very high audience selectivity
How much does it cost to air an ad during a season finale? About $500,000+
Media Schedule designation of the media, the specific publications or programs, and the insertion dates of advertising
Continuous Media Scheduling A media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the latter stages of the product life cycle
Flighted Media Schedule A media scheduling strategy in which ads are run heavily every other month or every two weeks, to achieve a greater impact with an increased frequency and reach at those times
Pulsing Media Schedule a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
Seasonal Media Schedule a media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used (School Supplies)
Recency Planning Continuous scheduling is more effective than flighted scheduling because people are most influenced right before they make a purchase
Publicity the effort to capture media attention for your firm using various publication methods
What are the major public relations tools? New-Product publicity, product placement, consumer education, sponsorship, internet websites
Product Placement a public relations strategy that involves getting a product, service, or company name to appear in a source of media not directly seen as an advertisement
Sponsorship A public relations strategy in which a company spends money to support an issue that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image
cause-related marketing a type of sponsorship involving the association of a for-profit organization and a nonprofit organization; through the sponsorship, the company's product or service is promoted, and money is raised for the nonprofit
Crisis management a coordinated effort to handle all the effect of unfavorable publicity or of another unexpected unfavorable event

What is a series of advertisement messages that share a common idea and theme and run for a limited amount of time?

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC).

Which type of advertising is designed to influence demand for a specific brand?

Competitive advertising is a strategy where the ads are created to influence sales for a specific brand.

Which term describes a series of decisions an advertiser makes regarding the selection and use of media?

What is Media Planning? Media planning is the process by which marketers determine how, when, and where an audience is given a selected advertising message. Media planners analyze the audiences, channels, and advertisements to determine the most efficient way to communicate a message to the intended audience.

What is a advertising theme?

A theme of advertising is a central, recurring idea or message intended to trigger desired action from the customers.

refers series related advertisements focusing common theme slogan set advertising appeals

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