Shared Flashcard Set

Details

Advertising: Theories & Practice
Exam Prep
16
Business
Undergraduate 4
05/19/2017

Additional Business Flashcards

 


 

Cards

Term
Brand
Definition

A name, term, symbol or combination which identifies, differentiates and adds value. - AMA

 

Good examples to use: Apple, Google, Coca-Cola

 

A brand can be considered an intangible, reputational asset

Term
Lury (2016)
Definition
Argues brands values do not offer differentiation because they overlap so much.
Term
Keller (2009)
Definition

Offers a customer based brand equity model

 

Resonance

Judgement and Feelings

Performance and Imagery

Salience

 

Use Nike & Adidas as examples

NIKE placed 18th in Interbrand's biggest brands of 2016. Brand valued at $25 billion

Focus on athletic excellence, sponsers include Federer, Woods, C Ronaldo, M Jordan, all at the peaks of their careers. Prominent sponsorships at Rio 2016, Adidas did sponsor Ryan Lochte but although he is a talented swimmer, he is also a scandal rich celebrity. Breaking 2, using equipment to try break the 2 hour marathon. Engaged thousands on twitter with #breaking2, fitness and running communities all involved

 

As opposed to Adidas, focus on fashion, collaboration with Kanye, endorsement from Kardashian/Jenners

 

Nike - community, sneakerheads. Designing your own shoe as example of engagement, attachment

 

Also consider how Keller emphasises that a media neutral based approach is best, in contrast with other Faris Yakob

Term
WARC Best Campaigns of 2016
Definition

The best has TV led campaigns

 

However, also digital/social media campaigns and these focussed on participation/engagement - ties with resonance

 

Campaigns with interaction benefitted from greater brand loyalty and brand recall

Term
COBRA Muntinga et al (2011)
Definition

Customer online brand related activities

 

3 levels

Consume

Contribute

Create

Term
Benefits of Mobile Advertising
Definition

Accessibility, reach, 71% of adults have smart phones, time sensitivity, brand response, cheap, unlimited advertising space

 

$80 billion ad spend 2016

 

15% of global ad spend share

 

Banner ads are intrusive, people investing in Ad Block

 

but ads that appear on timelines seem natural, less invasive 

 

Also targeted ads, and paid searches

 

Term
Social Media
Definition

Facebook users mostly older target audience

 

Snapchat, Instagram for younger

 

Snapchat example L'oreal filter to show how you would look with their make up products

 

Jack Daniels 360 virtual reality distillery tour

 

But also disadvantages: greater potential for marketing failure

 

 

Term
Media Multi Tasking
Definition

Meshing v Stacking

 

Meshing = related activities, e.g. watching an ad and then tweeting about it, messaging your freind about it

 

Stacking = Unrelated activities e.g. playing a game whilst adverts are on TV, listening to music while on Facebook

Term
Advergames
Definition
Integrate a product into a misson or storyline of a game
Term
Netnography - social media, digital/mobile advertising research method
Definition
Netnography is a research method derived from ethnography which seeks to gather data on consumer's online behaviour through content collection and analysis
Term
TV
Definition

Tv will be overtaken by internet advertising accoriding to Zenith Optimedia

 

Tv is unable to hold our attention

 

Ehrenberg-Bass Institute findings argue that Tv still has the biggest reach

 

WARCs top campaigns all TV led

Term
Reasons to change agency
Definition
Term
Digital Media
Definition

Sheehan and Morrison Confluence Culture

 

Traditional advertising should be integrated with digital advertising

Use M&Ms example

Term
Reasons to change agency, as Carruthers suggests, most client agency relationships last on average 18 months
Definition

Performance:

Change in key personnel - Harvey & Rupert 1988

Campaign effectiveness

Bad response

Feeling like no longer a priority

Conflict of interest if they take on a competitor

Looking for new approach/expertise

Issues with Trust/Reliability (Caplin 2016)

Cost

Investing more resources into another client

 

 

Term
Finding a new agency
Definition

 would involve research, subscribe to a service, review testimonials

Screening process

Agency pitch

Feldwick way - a two way communication rather than IKEA example instructions

Baskin (2017) indicates some challenges in her article, e.g. not investing enough resources into the agency brief

Caplin suggests strong communcation and feedback will lead to continuous improvement

Term
Agree on Pay & Remuneration
Definition

Baskin (2012)

Problems with how to pay

 

3 options

pay for labour - can inhibit streamlined creativity

pay for concept - but difficulities - how much is an idea worth

 

Prefers the balanced scorecard approach, performance based pay

set metrics such as market related brand performance, distribution, traffic, sales, brand awareness

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