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Advertising Terms
Advertising Terms
Ambush marketingA strategy wherein a rival
company attempts to associate its products with an
event without paying any sponsorship fee
Above-the-line (ATL) marketingAdvertising in
which conventional mass media is used to promote
brands and reach out to the wider spread of target
consumers
Below-the-line (BTL) marketingOne to one
advertising which involves the distribution of
pamphlets, handbills, stickers, promotions,
brochures to reach specific group of consumers
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Advertising Terms
Buzz marketingCultivating opinion leaders and
getting them to spread information about an
offering to others in their communities
WoM marketingAn unpaid form of promotion,
oral or written, in which satisfied customers tell
others how much they like an offering
Viral marketingThe internet version of WoM
marketing where e-mail messages or other
marketing events that are so infectious that
customers pass them along to friends
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NeuromarketingThe study of neurological
responses to marketing messages. Here, how
people's brains respond to advertising and other
brand-related messages is done by scientifically
monitoring brainwave activity, eye-tracking and skin
response
Social mediamarketingA form of internet
marketing that utilizes various social media networks
in order to gain website traffic and achieve marketing
communication and branding goals
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Advertising Terms
Experiential marketingPromoting an offering by
not only communicating its feature and benefit but
also connecting it with unique experiences of
customer
Permission marketingEncouraging consumers
to participate in a long-term interactive marketing
campaign and get rewarded for paying attention to
messages which are anticipated, personal and
relevant
Interruption marketingPromoting a product
through continued advertising, promotions, public
relations and sales
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Advertising Terms
Virtual advertisingThe insertion of electronic
images such as signs, logos, and packages into
live or taped programs
Branded content advertisingThe visible
placement of branded merchandise in television
shows, films, and video games
Interstitial adA splash page advertising that
appears before the actual webpage content
Banner advertisingA form of advertising
appears on web pages in many forms, including
web banners
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Advertising Terms Advertising Terms

POP advertisingAdvertising or display materials Database marketingAnalyzing consumer

located in a retail environment to build traffic that data for the purpose of identifying new target
advertise an offering, and encourage impulse markets and opportunities and preparing
buying marketing and communications plans targeted
Advocacy advertisingAdvertising paid for by an
to the customers most likely to buy
identified sponsor intended to influence a target Relationship marketingMarketing strategies
audience on some matter/issue which are designed to reach customers on a
Flexform advertisingAn odd-shaped advertising one-to-one basis based on the collection of
that doesnt conform to normal shapes and stands useful information from internal and external
out from traditional square print ad spaces databases

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Advertising Terms Advertising Terms

One-to-One advertingCrafting the best

possible message for each individual consumer Cross-marketingA strategy in which two or more
independent organizations share facilities and/or
Direct advertisingA form of media advertising resources to market their goods to similar customers
that communicates messages directly to prospects
Value marketingA principle of enlightened
TelemarketingAdvertising that uses
marketing that holds that a company should put
telecommunications to promote the offerings
most of its resources into value-building marketing
Green/ecological/environmental marketing investments
Marketing of products that are presumed to be
environmentally safe

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The Communications Process Fig: Elements in the Communications

Models Process

Sourcethe sender of a message

Encodingthe source deciding what to say and
translating it into words or symbols that convey
meaning
Message channelthe carrier of the message
Noiseany distraction that reduces the
effectiveness of the communication process
Decodingthe receiver translating the message

Senders field of experience Receivers field of experience

Receiverthe potential customer

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Micromodels of Consumer Responses Steps in Developing Effective

Response Hierarchy Models Communications
Identify the target audience
Determine objectives
Design communications
Select channels
Establish budget
Decide on media mix
Measure results/manage IMC
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Step-1: Identify the Target Audience Step-1: Identify Target Audience

Identify the target audience which will Make image analysis using familiarity and
determine: favorability scales

What to say?
Familiarity Scale
How, when, where, and
Never Heard of Know a Know a Fair Know
to whom to say?
Heard of Only Little Bit Amount Very Well

Deciders or influencers? Favorability Scale

Current users?
Very Somewhat Indifferent Somewhat Very
Potential buyers?
Unfavorable Unfavorable Favorable favorable

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Rossiter and Larry

Step-1: Identify Target Audience Step-2: Determine Com. Objectives

1. Establish need for category 2. Build brand awareness
Figure: Familiarity-Favorability Analysis Satisfying a perceived Fostering the consumers
discrepancy ability to recognize or recall

3. Build brand Attitude 4. Influence brand purchase intension

Evaluate the brands Moving consumers to decide
perceived ability to purchase the brand

Positive
Negative

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Step-3: Designing the Communications Message Strategy

What to say? Search for appeals, themes or ideas

(Message Strategy)
These will tie in to the brand positioning and
help establish POPs and PODs
Some of these may relate to performance
Some of these may relate to extrinsic considerations

Buyers expect one of 4 types of reward from a

Who should say it? product: (J. C. Maloney)
(Message source) Rational, sensory, social, or ego satisfaction
How to say it?
(Creative Strategy)

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Creative Strategy Creative Strategy

Creative strategies are the way messages are

translated into a specific communication
Creative strategies also deal with message
structure:
Classified as informational or transformational Drawing conclusion
appeals
One-sided vs. two-sided arguments
Informational appeal elaborates on product or service
attributes or benefits Order of arguments

Transformational appeal elaborates on a non-product-

related benefit or image

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Creative Strategy Message Source

Creative strategy also deals with message Communicator has an impact on audiences
format Attractive or popular sources achieve higher attention
and recall
In print ad, decide on the headline, copy, image,
illustration, and color Celebrities are effective when they are credible

In radio ad, choose right words, sounds, and voices The 3 most identified sources of credibility
Expertise
For TV ad or in person, consider all elements plus body
language Trustworthiness
Likability
If the message is given in the package, then watch
texture, scent, color, size, and shape

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Step-4: Select Communication

Personal Communications Channels
Channels
Personal channelstwo or more persons
communicate face-to-face or person to audience
through: Advocate channelscompany salespeople
Phone and Surface mail
contacting buyers in the target market
E-mail and Internet Chat
Expert channelsindependent experts making
Direct marketing, facebook and WoM
statements to target buyers
Non-personal channelsare communications
directed to more than one person and include Social channelsneighbors, friends, family
Advertising members and associates talking to target buyers
Sales promotion
Events and experiences
Public relations

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Step-5: Establish the Budget Example: Objective-and-Task Method

Dr. Pepper Snapple Group wants to introduce a new
natural energy drink, called Sunburst, for the casual
athlete. Its objectives might be as follows:
Establish the market share goal.
Determine the percentage that should be reached.
Affordable Method Percentage-of-Sales Determine the percentage of aware prospects that should be
persuaded to try the brand.
Determine the number of advertising impressions per 1% trial
rate.
Determine the number of gross rating points that would have to
be purchased.
Determine the necessary advertising budget on the basis of the
average cost of buying a GRP.
Competitive-Parity Objective-and-Task
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Step-6: Selecting the Marketing

Marketing Communications Mix
Communications Mix
Characteristics

MC budget is allocated over the eight major

modes of communication
Within the same industry, companies can differ
significantly in their media and channel choices
Try to gain efficiency by substituting one Measuring
communications tool for others
The substitutability among communications tools
explains why marketing functions need to be coordinated

Factors
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Characteristics of Marketing Factors in Setting the Mix

Communication Mix
Advertising Pervasiveness, Amplified expressiveness, Control
Sales Promotion Attention-getting, Incentive, Invitation Type of Product
Market
Public Relations High Credibility, Reach Hard-to-Find Buyers,
and Publicity Dramatization
Events &
Relevant, Engaging, Implicit
Experiences
Direct &
Database Personal, Proactive, Complementary
Marketing
Mobile Marketing Timely, Influential, Pervasive
Buyer-Readiness
Online and Social Stage
Rich, Interactive, Up-to-date
Media Marketing
Customized, Relationship-oriented, Response-
Personal Selling
oriented
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Product Life-Cycle Stage
19-32

Figure: Cost-Effectiveness of Different Step-7: Measuring

Communication Tools Communication Results

Reach
Frequency

Awareness

Attitudes
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Step-7: Measuring
Communication Results Consumer States for Two Brands

See the outcomes and revenues resulting from

communications investments
Can target market recognize or recall the message?
How many times did they see it?
What can they recall?
How did they feel about the message?
What were their previous and current attitudes toward the
product and company?
How many people bought the product, liked it, and talked to
others about it?

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IMC
Clarity
Advertising
Consistency
Maximum Impact

Direct Response

Sales Force

Events and Experiences

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