Any incentive used by manufacturers to induce the trade and/or consumers to buy a brand and encourage sales force to aggressively sell it.

Media are the general communication methods that carry messages

Vehicles are the specific broadcast programs

Ex/ TV = media, American Idol = vehicle

Designing a strategy that shows how advertising investments in advertising time and space will contribute to the achievement of marketing objectives

The percentage of the target audience exposed to an advertisement during a specific time frame

Average number of times, on average, that members of the target audience are exposed to the media vehicles that are carrying the brand's message.

*3-5 times is good, but if within 1 week or less = annoying

an indicator of the amount of gross weight that a particular advertising schedule is capable of delivering

GRPS = Reach * Frequency

how much advertising volume is required to accomplish advertising objectives

Three metrics: Gross Ratings, Target Ratings, Effective Ratings

1) Estimate the exposure utilty for each level of vehicle exposure that a schedule produces

2) Estimate the frequency distribution of the various media schedules that are under consideration

3) Estimate the OTS value at each OTS level

4) Determine the total value across all OTS levels

5) Develop an index of exposure efficiency. Divide each schedule's total value by the number of GRP's produced by that schedule.

How advertising budget is allocated throughout the course of an advertising campaign.

Examples: Continuous, Pulsing, Flighting

• Compensate for lack of training/advertising
• Give a long-term reason for repeat purchases
• Permanently stop an established brand's declining sales

Strengths: 

• Audience in right mental frame
• Mass audience coverage
• Flexibility
• Ability to use detailed copy
• Timeliness

Weaknesses:

• Clutter
• Not highly selective
• Higher rates for occasional advertisers
• Mediocre reproduction quality
• National buying complicated
• Changing composition of readers

Strengths: 

• Reach large audiences
• Selectivity
• Long Life
• High reproduction quality
• Detailed info
• Convey info with authority
• High involvement potential

Weaknesses:

• Not intrusive
• Long lead times
• Clutter
• Limited geographic options
• Circulation patterns vary by market

Strengths:

• Can reach segmented audiences
• Intimacy
• Economy
• Short lead times
• Transfer imagery from TV
• Use of local personalities

• Market product nationally
• Major networks (ABC, CBS, FOX)
• Expensive, but can be cost efficient for reaching mass audiences

• Advertising is placed only in selected markets
• Regional-oriented marketing
• Geodemographic segmentation of consumer markets

Syndicated programming occurs when an independent company markets a TV show to as many networks or stations as possible

Strengths:

• Demonstration ability
• Intrusion value
• Ability to generate excitement
• Ono-on-one reach
• Ability to use humor
• Effective with sales force and trade
• Ability to achieve impact

Zipping = Fast-Forward

Zapping = Changing the channel

1) Individualization

2) Interactivity

"I's" of the Internet:

Explain "Individualization"

Refers to the fact that the Internet user has control over the flow of information

"I's" of the Internet:

Explain "Interactivity":

Allows for users to select the information they perceive relevant & for brand managers to build relationships with customers via two-way communication.

True or False:

Exposure DOES NOT equal Attention

T/F

Sales Promotions directly affect behavior

Which of the following is a strength of newspaper as an advertising medium?

a) Long life

b) Lack of clutter

c) Transfer images from TV advertising

d) Ability to reach customer

e) Consumers in right mental frame

e) Consumers in right mental frame

MOMS PBH

Merril

Old Navy

Mini Cooper

Sheetz Gas Station

Pom

Ban Deodorant

Hyatt

• The fees manufacturers pay retailers for access to the slot/location
• Typically paid by a manufacturer to get its new brand accepted by retailers

Brand Management and Consumer Rewards:

What are the three objectives?

1) Generate trial purchases

2) Encourage repeat purchases

3) Reinforce brand images

In terms of Promotional Time Sensitivity:

Immediate methods include:

• Price offs
• Instant Coupons
• Shelf-delivered coupons
• Samples
• Bonus packs
• In/On/Near pack premiums
• Games

In terms of Promotional Time Sensitivity:

Delayed methods include:

• Scanner-coupons
• Media/mail coupons
• Online coupons
• Mail-in premiums
• Free with purchase premiums
• In/On pack coupons
• Rebates/Refunds
• Phone cards
• Continuity programs
• Self-liquidating premiums
• Sweepstakes/Contests

Point of Purchase: Instant, shelf-delivered, scanner-delivered

In/On pack

Mail/Media delivered

Online Coupons

1) Selecting the target audience

2) Specifying media objectives

3) Selecting media categories and vehicles

4) Buying media

PUSH = promotional efforts PUSH products through selling chain

PULL = consumer advertising allows customers to PULL product through channel of distribution

Forward-buying = retailers purchase enough product on deal price to carry them over until next deal

Diverting = manufacturer restricts a deal to a limited geographic area