MKTG 455 Exam 2 Questions And Answers

MKTG 455 Exam 2 Questions And Answers

6 mediums of advertising
TV, radio, newspaper, magazines, social/online, outdoor, direct mail
TV strengths and weaknesses
good story telling, highest reach, entertains.
high production and placement costs
Radio strengths and weaknesses
highly targetable (time, who listens to the type of music, its local), short lead times
cluttered, no visuals
Newspaper strengths and weaknesses
flexible (geographically you can reach, where you but the ad in the paper).
Bad production quality, clutter, declining readership, short shelf life
Magazines strengths and weaknesses
target based on hobbies and interests, long shelf life (you leave it out for a while), good
quality of paper and images.
Expensive, clutter, long lead time
Social and Online strengths and weaknesses
immediacy (measure and post and change immediately), interactive (blessing and a
curse), target down to the individual, can have large reach.
Invasion of privacy, disruptive, you can block ads, impossible to measure ROI on JUST
social (likes and shares cant measure how that really relates to sales)
Direct mail strengths and weaknesses
personalization, target geographically, highly measurable bc you have the emails the
phone numbers etc.
can be considered invasive, waste of paper and time
how do brands become sponsored links in search results?
bids on googles ad words
steps in the media planning process (what media planners use to optimize clients
advertising objectives)
1. Select your target audience: it influences the next three steps, you need to know who
they are
2. Set MEDIA objectives
a. Reach: % of your identified target audience that sees your message at least one time
during your period (4 weeks)
b. Frequency: avg # of times over the measurement period your audience sees your
message (3 is the minimum frequency)
c. Weight: Reach X Frequency. % of our audience that sees the spot whatever f is. How
we allocate our money. Cost is calculated by the R X F
d. Continuity: Same weight throughout the year
i. Pulsing: always on the market but at different weights (holidays etc) seasonality
ii. Flighting: have off periods (dark periods) where you're not on at all. Influenced by
budget the most, seasonality
iii. Recency: all about timing and the timing of the reach
iv. Cost: completely budget driven, least strategic model
3. Select media and vehicles
4. Buy media
Reach
percentage of the target audience exposed at least once
Frequency
# of times on average during the media planning period that members of the target
audience are exposed to the media vehicles that carry a brands advertising message
Gross rating points
the weight that a particular advertising schedule has delivered, total coverage
(duplicated audience) exposed, exposed multiple times
5 elements of effective advertising
1. Must extend from sound marketing strategy (it won't be effective if it doesn't align w
the strategy)
2. Creative with a purpose: engaging and make sure it's still meaningful
3. Must deliver on its promise: the promise you make in the ad and the brand image
4. Break through the clutter: stop, look, and listen.
5. Must take the consumers point of view
5 functions of advertising
1.Informing: raising awareness of new brands, facilitates positive brand image
2.Influencing: persuades consumers to try a product
3.Relevance: keeping fresh in consumers memory and making it relevant to them
4.Adding value: adding value to the consumer, proving it
5.Assisting the company growth: facilitates other company communications i.e promos
and sweepstakes
6 styles of creative advertising
4. Brand image: basically about positioning in the consumer's mind
3. Unique selling proposition: it's your "only" highly differentiated, we are the only ones
who can provide this
5. Resonance: knowing your audience and what works for them
2. Preemptive: encourage them to buy it before they need it (condoms, batteries, sugar)
1. Introducing
6. Emotional: jewelry, food, baby products, dove beauty
B.U.R.P.I.E bitch
importance of the creative brief
Everyone uses it to get on the same page. To provide an outline to begin the strategic
marketing process.

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