Defined in terms of expectation of product performance

• generate sales
• increase in profit
• expand market share

evaluates final outcome in concrete terms

• distribution, sales, profit, shelf facing

-set in terms of expectation for communication's ability to influence consumer's behavior and attitudes; awareness

• to persuade
• to inform

-outcomes are intangible

• attitude change, evoked set, positive consumer perceptions

1. Communications effects: soft measures, awareness, preference, knowledge
2. Behavioral effects: uses consumer's actions as a measure of advertising effects
3. Sales-driven: IMC goals set in terms of sales

1. Out-put focused (actionable)
2. Measurable (previous experience, market data, survey research)
3. time bounded
4. Realistic

ABCD Method

A-Audience (Who)

B-Behavior (What)

C-Condition (How)- explain new uses for product

D-Degree (How often)

Formulates media prgram stating where/when to place advertisements

• research info about media & to match product w/right media and target market

Media Buyer

Buys the space and negotiates rates, times and schedules for ad

1. Continuity: steady, consistent message delivery; use on product with no seasonal sales
2. Flighting: start-stop patterns; fluctuating sales
3. Pulsing: vary, but consistent

cumulative exposures achieved in a given time period.

• used instead of frequency in media planning

Measure of impact/intensity of media plan

=vehicle rating X OTS

compares how cost effective one medium is compared to another; dollar cost of reaching 1,000 members of audience

=(Cost of media buy/ total audience) x 1000

measure of efficiency of media vehicle relative to firm's target market

= Cost of media buy/ Vehicle's rating

total exposures of audience to an advertisement

A consumer's attention is selective and focused on their own individual needs and wants

• impact dissipates over time
• maximum exposure--> run ads over longer period of time, place in multiple outlets
• one ad exposure is enough to affect an audience

Take current/projected sales, then allocate a %

• Pro's: simplicity
• Con's: changes in opposite direction of what is typically needed, doesn't allocate money for special needs or competitive pressures

Meet competition's spending dollar for dollar; used to prevent market loss

sets marketing budget after all of company's other budgets are determined

competitive expenditures are basis for company's budget

• company frontloads budget at launch
  • Status quo: same amount
  • Gain market share: spend more
  • PLC decline: spend less
• Con's: Based on shaky assumptions, doesn't account for mkt trends and not necessarily operating at max profits

Mgmt lists all comm objectives to pursue during year then calculates cost of accomplishing the objectives

• zero-based budgeting; best budgeting method to use because it relates dollar costs to achieving specific objectives

Break Even= FC/( Unit selling price - VC)

Unitary Contribution Margin= Price - Total VC

Total Contribution Margin= (Price - Total VC) x Volume

Meant to inspire and orient art directors; point of agreement between directors and client

Must know: objective, target audience, message theme, suppor of claim, aware of constraints

1. Assignment
2. Background
3. Advertising Objectives
4. Target Market
5. Consumer Insight
6. Brand Personality
7. Message
8. Practicalities
9. Measurement of Results

Target market: comes from psychographic data

Consumer Insight: comes from qualitatitive research

Consumer insight: comes from qualitative data

Main Message: comes from IMC objectives

Big Idea + Strategic Focal Point + Positioning

1. Ease of Access
2. Wide accessibility
3. Convenience
4. Small relative cost
5. Interactivity, involvement
6. social connection, community
7. consumer can initiate dialog

1. e-commerce: selling goods and services via internet
2. interactive marketing: development of marketing programs that create interplay between consumers and businesses rather than simply sending messages to potential costumers

• catalog
• shopping cart
• payment system
• customer service information
• public relations information
• optional components

• Financial incentives
• convenience incentives
• value-based incentives

• Seller opportunism: is it legitimate?
• Security concerns
• privacy issues
• purchasing habits

1. Display/banner ads
2. classified ads
3. SEO
4. media/video ads

• Corporate website
• Blogs
• emails, newsletters
• social network pages
• viral
• podcasts

1. Impressions
2. Click-through
3. ROS (Run of site) vs Unique visitors

• freestanding inserts
• instant redemption coupon
• bounce-back coupon: placed inside package
• Cross-ruffing: placement of two promotional materials together
• response offer coupons: follow request by consumer

• free-in-the-mail: gifts individuals receive for purchasing product
• in or on-package: small gifts in or on package
• store/manufacturer: gifts given to retailer
• self-liquidating: require consumer to pay an amount for gift

Contest: contestant must earn prize

Sweepstakes: no purchase required, enter as many times as with; probability of winning must be stated

Refund: cash return on "soft goods"

Rebate: cash return on "hard goods"

1. Response samples: made available to those responding to a media offer
2. Cross-ruff: provide samples of one product on another
3. media sampling: sample included in media outlet
4. professional sample: deilvered to professionals
5. selective samples: distributed at a site/store

1. Promotion-prone consumers: regularly respond to coupons, price-off plans and aren't brand loyal
2. brand-loyal: purchase only one particular brand and doesn't substitute
3. Price-sensitive: price remains the primary criterion in a purchase decision

• increase store traffic
• increase store sales
• attract new customers
• increase market share
• increase loyalty
• increase trial of new products

• off-invoice allowance: per-case rebate paid to retailers for order
• slotting fees: moeny paid to retailers to stock new product
• exit fees: money paid to retailers to remove an item from their SKU inventory

*Only used in distribution channel

Meaningful

Distinctive

Believable

1. Awareness- Cognitive
2. Knowledge- Cognitive
3. Liking- Affective
4. Preference- affective
5. Conviction-affective
6. actual purchase- conative

Cognitive-->Affective-->Conative

most common sequence when attitude is formed

An advertisement should contain a message or means that leads consumer to a desired end or state

Use 5 elements in creating ads:

• product's attributes
• consumer benefits
• leverage points
• perosnal values
• executional framework

The whole is greater than the sum of its parts

• Consumer struck by whole
• they'll dig deeper to consume parts

• Fear
• Humor
• Sex
• Musical
• Rational
• Emotional
• Scarcity

• promise of a benefit (headline)
• spelling out of promise (subheadline)
• amplification (USP)
• proof of claim
• action to take

1. Advertising Strategy Research: before creative begins; product concept definition
2. Concept Research: focus on rough development of ideas/testing; before agency production begins
3. Pretesting: before finished artwork/photography
4. Posttesting: conducted after ad is rolled out

1. Reaction
2. Comprehension
3. likeability
4. takeaway

asking individual to recall what ads they viewed in given setting or time

important factors: prominence of brand, general attitude towards ad, age, frequency of use

• unaided: subjects asked to name ads they saw or heard previous evening
• aided: consumers are prompted by being told product category or brand
• Linkage: ability to match brand with ad

Effectiveness in creating a favorable image;

deal with both cognitive and affective reactions to ad;

connected to short-term behaviors and longer-term assessments of company

Product name/brand

Company location

Firm name

Theme Music

Spokesperson

Tagline

Incentive being offered

Product attributes

Primary selling point

• influence of other factors on behaviors
• delayed impact of advertisment
• consumer changes mind in store
• goal of ad may be to build brand equity not sales

market share

level of innovation

productivity

physical & financial resources

profitability

manager performance and development

employee performance & attitudes

social responsibility

quality of peice

inclusion of premium

promotional offer

quality of prospecting list

copy

message

translation of copy in int'l ad

effectiveness of peripheral cues

value associated with offer

manner in which an ad appeal is presented

1. animation
2. slice of life
3. dramatization
4. testimonials
5. authoritative
6. demonstration
7. fantasy
8. informative

1. Encounter
2. Problem
3. Interaction
4. Solution

-given copy of ad and asked if they recognize it or have seen it before

-measure person's interest in particular ad

-scores don't decline over time

1. maintain sales, margins, profits
2. increase loyalty of existing customers
3. preempt or match competitor's frequency program
4. induce cross-selling to existing customers
5. differentiate a parity brand
6. preempt the entry of a new brand

-relevant to advertising objective being tested

-researcher should agree on how results will be used

-decide cutoff score

-use multiple measures

-base on some theory of human response to comm

-multiple exposure

-alt ads should be in same stage of process development

-prevent biases and external factors from affecting results

-sample representative

-reliability & validity