V53 top 10 questions ch. 18

1,722 views
1,561 views

Published on

Published in: Education, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,722
On SlideShare
0
From Embeds
0
Number of Embeds
32
Actions
Shares
0
Downloads
141
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

V53 top 10 questions ch. 18

  1. 1. TOP 10 Learning Questions for Ch. 19 MANAGING MASS COMMUNICATIONS Lenilynne Go Dec. 17, 2010 lenilynnego.blogspot.comRBSD- lenilynnego.blogspot.com Marketing Department
  2. 2. Q1: Which of the followingstatements is true?A. The 5M’s of advertising are Mission, Money, Message, Media and Measurement.B. The 4M’s of advertising are Mission, Money, Message and Media.C. The 4M’s of advertising are Mission, Message, Media, Masses.D. The 5M’s of advertising are Mission, Message, Media, Money, Masses.E. The 5M’s of advertising are Mission, Message, Media, Money, Mass Advertising. lenilynnego.blogspot.com
  3. 3. The 5M’s of Advertising MESSAGE Message generation Message evaluation and selection Message execution MONEY Social responsibility review Factors to Consider: MISSION Stage in PLC MEASUREMENT Market Share and Communications Impact Sales goals consumer base Sales ImpactAdvertising Objectives Competition and clutter Advertising Frequency Product Suitability MEDIA Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation *From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  4. 4. The 5M’s of AdvertisingThese are 5 major decisions after managers identify their target market and buyer motives. Mission : “What are our advertising objectives?” Money: “How much can we spend?” Message: “What message should we send?” Media: “What media should we use?” Measurement: “How should we evaluate the results?” lenilynnego.blogspot.com
  5. 5. Q1: Which of the followingstatements is true?A. The 5M’s of advertising are Mission, Money, Message, Media and Measurement.B. The 4M’s of advertising are Mission, Money, Message and Media.C. The 4M’s of advertising are Mission, Message, Media, Masses.D. The 5M’s of advertising are Mission, Message, Media, Money, Masses.E. The 5M’s of advertising are Mission, Message, Media, Money, Mass Advertising. lenilynnego.blogspot.com
  6. 6. Q2: Which of the followingstatements is false?A. Informative Advertising aims to create brand awareness and knowledge of new products or new features of existing products.B. Persuasive Advertising aims to create liking, preference, conviction and purchase of a product or service.C. Reminder Advertising aims to stimulate repeat purchase of products and services.D. Reinforcement advertising aims to convince current purchasers that they made the right choice.E. Above are examples of mass communications objectives. lenilynnego.blogspot.com
  7. 7. Advertising Objectives Defined as a goal that is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time. Advertising objectives is classified according to the aim of inform, persuade, remind and reinforce. lenilynnego.blogspot.com
  8. 8. Advertisingobjectives/goals These are made after decisions on target market, brand positioning and marketing programs are established. It should emerge from a thorough analysis of current market situation. For ex: if product is mature and brand usage is low, the objective is to remind customers to stimulate more usage. lenilynnego.blogspot.com
  9. 9. Q2: Which of the followingstatements is false?A. Informative Advertising aims to create brand awareness and knowledge of new products or new features of existing products.B. Persuasive Advertising aims to create liking, preference, conviction and purchase of a product or service.C. Reminder Advertising aims to stimulate repeat purchase of products and services.D. Reinforcement advertising aims to convince current purchasers that they made the right choice.E. Above are examples of mass communications objectives. lenilynnego.blogspot.com
  10. 10. Q3: Competition and clutter;advertising frequency areexamples of _______.A. Advertising elasticityB. ReachC. Factors to consider in setting budget decisionsD. Market share and consumer baseE. Product substitutability lenilynnego.blogspot.com
  11. 11. Factors in Setting Budget Decisions Stage in Product Life Cycle • New products – merit large advertising budgets to build brand awareness and gain consumer trial. • Lower budgets for established brands. Market share and consumer base • Less advertising expenditure for high market brand share brands • To build share by increasing market size requires larger expenditures Competition and Clutter • More advertising budget is needed in a market with a lot of competition • Extraneous advertisements from non-direct competitors still affect need for heavier advertising*From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  12. 12. Factors in Setting Budget Decisions Advertising Frequency • Number of repetitions needed for the brand’s message to be heard by consumers can impact the budget on advertising Product Substitutability • Less differentiated industries like beer, soft drinks etc. need more advertising to be heard.*From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  13. 13. Q3: Competition and clutter;advertising frequency areexamples of _______.A. Advertising elasticityB. ReachC. Factors to consider in setting budget decisionsD. Market share and consumer baseE. Product substitutability lenilynnego.blogspot.com
  14. 14. Q4: In designing and evaluating an adcampaign, advertisers develop________ and ______.A. Marketing strategy, advertising strategyB. Message strategy, creative strategyC. Communications strategy, promotions strategyD. Campaign strategy, marketing strategyE. Message strategy, promotions strategy lenilynnego.blogspot.com
  15. 15. Developing the Advertising Campaign Positioning of the ad, WHAT the Message ad attempts to convey about the Strategy brand Advertising Campaign Creative How the ad expresses the brand Strategy claims*From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  16. 16. Developing the Advertising Campaign ( 3 steps): Message Strategy Message Generation and Evaluation Fresh insights are needed to avoid sameness with Prepare a creative brief after doing market research, other brands. elaborate on positioning statement. Creative Strategy Creative Development and Execution TV is most powerful advertising medium, Print media How the ad is says ca be decisive. Media forms is for building user and usage imagery, Radio ad are include TV, Print, and Radio. inexpensive and can be localized. Social-responsibility Review Must follow legal and social norms Must be careful not to offend society*From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  17. 17. Q4: In designing and evaluating an adcampaign, advertisers develop________ and ______.A. Marketing strategy, advertising strategyB. Message strategy, creative strategyC. Communications strategy, promotions strategyD. Campaign strategy, marketing strategyE. Message strategy, promotions strategy lenilynnego.blogspot.com
  18. 18. Q5: Media Planners consider theirmedia type choices based on:A. Target audience and media habitsB. Product CharacteristicsC. Message CharacteristicsD. CostE. All of the above. lenilynnego.blogspot.com
  19. 19. Media Selection Defined as finding the most cost- effective media to deliver the desired number and type of exposures to the target audience. The types of exposures are: REACH, FREQUENCY, IMPACT lenilynnego.blogspot.com
  20. 20. Media Selection  The types of exposures*: 1.) REACH : the number of different households exposed to a particular media schedule at least once during a specified time period 2.) FREQUENCY : the number of times within the specified time period that an average person or household is exposed to the message 3.) IMPACT : Qualitative value of a exposure through a give medium*From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  21. 21. Variables for deciding the Media • Radio and TV • Depending on are most product, media is chosen on effective which media ca media for show it best. teens. TARGET AUDIENCE PRODUCT AND CHARACT MEDIA ERISTICS HABITS MESSAGE COST CHARACT ERISTICS • What counts • Timeliness and is cost per information content is a thousand factor in media exposures. choice.*From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  22. 22. Q5: Media Planners consider theirmedia choices based on whichvariables:A. Target audience and media habitsB. Product CharacteristicsC. Message CharacteristicsD. CostE. All of the above. lenilynnego.blogspot.com
  23. 23. Q6: Which of the following areexamples of traditional placeadvertising?A. Green marketingB. Special MagazinesC. Public talksD. BloggingE. None of the above. lenilynnego.blogspot.com
  24. 24. Media Types*From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  25. 25. Place Advertising*  Place advertising is also called out of home advertising; and is a broad category including many creative and unexpected forms to grab consumer’s attention. The rationale is that marketer’s are better off reaching people where they work, play and shop.*From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  26. 26. Q6: Which of the following areexamples of traditional placeadvertising?A. Green marketingB. Special MagazinesC. Public talksD. BlogE. None of the above. lenilynnego.blogspot.com
  27. 27. Q7: In launching a product, theadvertiser must choose amongthe following except:A. ContinuityB. ConcentrationC. FlightingD. Buyer turnoverE. Pulsing lenilynnego.blogspot.com
  28. 28. Deciding on Media Timingand Allocation To be more effective, communication objectives should depend on the nature of the product, target customers, distribution channels and other marketing factors. The media schedule patterns are based on continuity, concentration, flighting and pulsing. lenilynnego.blogspot.com
  29. 29. Media Schedule Patterns* 1.) Continuity – means exposures appear evenly throughout a given period. For expanding market situations, with frequently purchased items, and in tightly defined buyer categories. 2.) Concentration – calls for spending all advertising budget in a single period. This makes sense for products with one selling season or related holiday. 3.) Flighting – calls for advertising for a period, followed by a period of advertising and so on. For limited funding and infrequent purchase cycle. 4.) Pulsing – continuous advertising at low-weight levels reinforced periodically by waves of heavier activity.*From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  30. 30. Q7: In launching a product, theadvertiser must choose amongthe following except:A. ContinuityB. ConcentrationC. FlightingD. Buyer turnoverE. Pulsing lenilynnego.blogspot.com
  31. 31. Q8: The following are components ofa formula to measure sales impact ofadvertising except:A. Share of expenditureB. Share of voiceC. Share of audienceD. Share of marketE. Share of heart and mind lenilynnego.blogspot.com
  32. 32. Formula for Measuring Sales Impact of Advertising Shareof Expenditures • Budget of the company on advertising • Proportion of company advertising of that Share of Voice product to all advertising of that product • In consumer’s psyche which can result to purchase of your product Share of mind and heart Share of • % of market using the company’s product market*From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  33. 33. Formula for Measuring Sales Impact of Advertising  To know if the company is overspending or underspending, the formula guide is as follows:  A company’s share of advertising expenditures produces a share of voice, that earns a share of consumer’s minds and hearts, and ultimately, a share of the market.**From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  34. 34. Q8: The following are components ofa formula to measure sales impact ofadvertising except:A. Share of expenditureB. Share of voiceC. Share of audienceD. Share of marketE. Share of heart and mind lenilynnego.blogspot.com
  35. 35. Q9: Cebu Pacific introduced the “Pisofares” to boost sales. What kind of salespromotion tactic did they use?A. CouponsB. Price offsC. Sales contestsD. Specialty advertisingE. Points of Purchase Display lenilynnego.blogspot.com
  36. 36. Timing factors* 1.) Buyer turnover – rate at which new buyers enter the market, the higher it is, the more continuous advertising 2.) Purchase frequency – number of times during the period that the average buyer buys the product, the higher it is, the more continuous advertising should be 3.) Forgetting rate: the rate at which the buyer forgets the brand, the higher the more continuous advertising should be*From Marketing Management, 13th Ed, Kotler et al. lenilynnego.blogspot.com
  37. 37. Sales Promotion vs.Advertising Sales promotion consists of incentive tools, mostly short term and designed to stimulate greater purchase. Advertising efficiency declined when more brands increased. Nowadays, sales promotion becomes more accepted by top management as an effective sales tool. lenilynnego.blogspot.com
  38. 38. Sales Promotion Tactics Consumer Trade- directed directed Samples Coupons Price-offsA straight Cash Refund Allowances Offersdiscount off the Free goods Price offslist price on Sales contests Premiumseach case Spiffs Prizespurchased Patronage Trade showsduring a stated Rewardstime period. Specialty Free trials advertising Tie-in Promotions lenilynnego.blogspot.com
  39. 39. Q9: Cebu Pacific introduced the “Pisofares” to boost sales. What kind of salespromotion tactic did they use?A. CouponsB. Price offsC. Sales contestsD. Specialty advertisingE. Free trials lenilynnego.blogspot.com
  40. 40. Q10: Pinoy Big Brother house contestantsconsume C2 drinks and other URCproducts. What is URC spending on?A. TV advertisingB. Product placementsC. EventsD. SponsorshipsE. Public Relations lenilynnego.blogspot.com
  41. 41. Types of Media TV Advertising – Paid form of advertising through television Product placements – has expanded from movies to TV shows, ex: Coca Cola on American Idol Events – Conferences, seminars, outings trade shows, exhibits arranged by the company. lenilynnego.blogspot.com
  42. 42. Types of Media Sponsorships – promotion of brands through the sponsoring sports or cultural events and other causes. Public Relations – main tools include publications, events, news, speeches, public service activities and identity media. lenilynnego.blogspot.com
  43. 43. Q10: Pinoy Big Brother house contestantsconsume C2 drinks and other URCproducts. What is URC spending on?A. TV advertisingB. Product placementsC. EventsD. SponsorshipsE. Public Relations lenilynnego.blogspot.com

×