Integrated marketing communications affects all of the following except

925 North Spurgeon Street, Santa Ana, CA 92701

www.calcoast.edu Phone: 714-547-9625 Fax: 714-547-5777

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Tracking Your Academic Activities Verifying an accurate course completion time is essential for accreditation. To meet both accreditation requirements and award academic credit, educational institutions must document the total number of hours students spend completing designated academic activities related to their coursework.

The total hours are then translated into academic credit based on a prescribed method of measuring educational attainment known as the Carnegie Unit. 90 hours of student preparation time and 45 hours of student engagement time are required for a 3 credit hour course.

Using the attached form as an example, keep track of the time you spend on each lesson, pre-test, self-test, unit test, writing assignment, reading assignment, outside reading, final examination, etc. You will not be required to turn in the worksheet; however, at the end of the course you will receive a Student Course Survey and the final question will ask how long it took you to complete the course. Your assistance in completing this requirement and providing the university with this valuable data is greatly appreciated.

As you fill out the worksheet, please keep in mind that your Academic Engagement Activities should total approximately 45 hours. Some examples of this type of activity may include:

Lesson Review Exercises

Key Term Reviews

Analysis

Study Guide Review

Writing Assignments

Review Grading Rubric

Unit Examinations

Proctored Final Examination

Course Academic Online Discussions

Student/Instructor Interaction

Documents/Student Resources

As you fill out the Academic Preparation Activities, please keep in mind that these should total approximately 90 hours. Some samples of this type of activity may include:

Pre-Test

Reading Assignments

Key Term Reviews

Studying for Examinations

Writing Assignments

Review Grading Rubric

Study Lesson Review Exercises

Internet/Web Research

Reading Websites

Suggested Outside Reading

Sample Worksheet for Tracking Your Academic Activities

Upon completion of this course, you will be asked to complete a survey. The last question on the survey will ask you the number of hours it took to complete the course. The total hours are then translated into academic credit based on a prescribed method of measuring educational attainment known as the Carnegie Unit. 90 hours of student preparation time and 45 hours of student engagement time (135 hours) are required for a 3 credit hour course.

This worksheet was developed as a tool to help track your time. You are not required to turn it in.

length of time to

complete

length of time to

complete

length of time to

complete

length of time to

complete Unit 1 Unit 2 Unit 3 Unit 4 Totals

Academic Engagement Activities Lesson Review Exercises Key Term Review Exercises Study Guide Review Documents/Student Resources Writing Assignments Review Grading Rubric Unit Examinations Proctored Final Examination Case Studies/Critical Analysis Course Academic Online Discussions Student/Instructor Interactions

Total Academic Engagement required for a 3 unit course = 45 hours

Academic Preparation Activities Pre-Test Reading Assignments Analyze Case Studies/Critical Analysis Key Term Review Exercises Study for Examinations Suggested Outside Readings Web Research Writing Assignments Review Grading Rubric Reading Websites Study Lesson Review Exercises

Total Academic Preparation required for a 3 unit course = 90 hours

Grand total of hours of various learning activities in completing this course

Pre-test Instructions

Thank you for taking the time to complete the required pre-test. The purpose of the pre-test is to measure your knowledge of the subject matter at the beginning of each course.

Please be assured, your score on the pre-test will not be part of your course grade. We do not want you to try to study for it or be worried about doing well on the pre-test. It is simply a measure of your “starting place,” that will be used for improving course content and to meet accreditation requirements.

If you receive your course materials online: • Please log-in to your Coast Connection student portal to complete your pre-test.

If you receive your course materials by mail: • You will receive your answer sheets for the pre-test by mail. • Once you have completed your pre-test, please mail or fax your answer sheet to the University at:

California Coast University 925 N. Spurgeon Street Santa Ana, CA 92701 Fax: 714-547-1451

If you have any questions, please feel free to contact the Student Services Department. Thank you for your cooperation.

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Multiple Choice Questions (Enter your answers on the enclosed answer sheet)

GIMC stands for ____________. 1.

Global and Institutional Marketing Conceptsa. Generating Ideas for Marketing Controlb. Generic and Institutionalized Marketing Creationsc. Globally Integrated Marketing Communications d.

In the global cell phone market, the industry leader with 40 percent of the market share is 2. ___________.

Nokiaa. LGb. Motorolac. Samsung d.

Logos help with in-store shopping because ____________. 3.

they are a form of cluttera. consumers have made up their minds prior to arrivalb. they are more readily recognized by shoppersc. they move traffic past goods which are not being purchased d.

When a customer believes Black and Decker makes the best and most reliable tools, this is an 4. example of brand ____________.

cooperationa. decisionb. equityc. parity d.

The joint venture of two or more brands into a new good or service is ____________ branding. 5.

flankera. cooperativeb. complementaryc. ingredient d.

Which component of an attitude contains the feelings or emotions a person has about a 6. product?

affectivea. cognitiveb. rationalc. conative d.

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In a buying center, the person who would be the most likely to say, “We need to limit our 7. choices to local vendors.”

a buyera. the gatekeeperb. a userc. an influencer d.

If Microsoft’s marketing team wanted to use a different communications approach when 8. designing mailings for various business industries, they could utilize the segmenting system of ____________.

demographicsa. the NAICS codeb. opportunity analysisc. competitive analysis d.

Who is in charge of maintaining project history, creating schedules, managing resources, 9. setting up team meetings, prioritizing projects, training new employees about agency processes, setting up new clients, routing proofs, proofreading material and whatever else needs to be done to ensure deadlines are met?

traffic managera. account executiveb. account plannerc. creative d.

A Campbell’s Soup advertisement is designed to support the launch of a new type of soup and 10. to tell consumers about a special sweepstakes that is tied into the launch. The advertising goal of this advertisement is most likely to ____________.

support other marketing effortsa. persuadeb. encourage actionc. inform d.

In recent years, more business-to-business advertisements have incorporated _____________. 11.

leverage points to move business buyers from knowledge to purchasesa. stronger verbal elements to persuade business buyersb. stronger visual elements to heighten the emotional aspect of making a purchasec. more rational appeals to create stronger affinities for particular brands d.

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An advertisement for Nintendo using a cognitive message strategy would probably feature 12. which type of message strategy because Nintendo holds 47 percent of the market share in the handheld game market?

comparativea. preemptiveb. unique selling propositionc. generic d.

Which message strategy is designed to trigger impulse buys? 13.

conativea. affectiveb. resonancec. unique selling proposition d.

In terms of television ratings, a new approach that has been growing in use is ____________. 14.

gross impressions and OTSa. net rating points rather than gross rating pointsb. Nielsen’s national rating pointsc. to provide a rating for the actual commercial spot d.

The ideal medium for interactive marketing is _____________. 15.

the Interneta. e-mailb. televisionc. print media d.

In terms of online metrics, dwell time measures the amount of time individuals spend 16. ____________.

searching for a particular product using a search enginea. clicking or mousing over a linkb. with an advertisementc. on a website d.

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A paintball “cat shoot” (at a painting of a cat) designed to raise funds for the local humane 17. society while attracting attention and customers is an example of _____________.

lifestyle marketinga. poor marketing judgment due to alienating customersb. guerilla marketingc. brand recognition development d.

The key reason many CRM programs failed was ____________. 18.

a focus on technology rather than peoplea. a focus on sales rather than enhancing relationships with customersb. failure to differentiate customer profilesc. firms did not understand customers d.

The need-satisfaction sales approach _____________. 19.

uses specific statements (stimuli) to elicit specific responses from customersa. requires employees from the selling organization to analyze the buyer’s businessb. strives to discover a customer’s needs during the first part of the sales call then provide c. solutions to those needs requires the two organizations to develop a common mission d.

When time-share properties offer to let you stay for a night or weekend on the condition you 20. listen to a sales pitch, they are using which consumer promotion technique?

samplinga. couponb. a premiumc. price-off d.

Assessment of a corporation’s reputation begins ____________. 21.

by counting hits a company has received in the public pressa. with hiring a public relations firm to conduct a public relations audit of the firm’s publicityb. by developing a corporate image-building campaignc. when company leaders take the time to conduct surveys and interviews to learn what d. people think of the organization, both internal and external to the company

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Believing that Wheaties may help make you a champion since so many successful athletes 22. have endorsed the cereal is the result of using which proactive prevention strategy for damage control?

acclimationa. entitlingsb. impression managementc. reinforcement d.

The funeral industry was sanctioned by the Federal Trade Commission (FTC) in 1984 and 23. 1994 for practices common in the industry. To correct these misleading practices, the FTC would issue a ____________.

consent ordera. corrective advertising orderb. cease and-desist orderc. trade regulation ruling d.

In terms of evaluation categories, which techniques utilize actual numbers and measures the 24. actual results of the marketing program?

recognition evaluationa. message evaluationb. respondent behavior evaluationc. online me d.

In addition to quantitative measures supplied through copytesting by firms such as Millward 25. Brown, ad research agencies can provide all of the following through their copytesting EXCEPT ___________.

potential responses of respondentsa. verbatim comments of respondentsb. emotional reaction testsc. comparisons to competitors’ adsd.

925 North Spurgeon Street, Santa Ana, CA 92701

Text:

Author(s):

Publisher:

S tu

d y G

u id

e

www.calcoast.edu

Phone: 714-547-9625 Fax: 714-547-5777

Integrated Advertising, Promotion, and Marketing Communications

Fifth Edition, 2012

ISBN-13: 9780132538961

Kenneth E. Clow and Donald Baack

Pearson/Prentice Hall

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Message From the President

MKT 310 Advertising and Promotions

Welcome to California Coast University. I hope you will find this course interesting and useful throughout your career. This course was designed to meet the unique needs of students like you who are both highly motivated and capable of completing a degree program through distance learning.

Our faculty and administration have been involved in distance learning for over forty years and understand the characteristics common to successful students in this unique educational environment.

This course was prepared by CCU faculty members who are not only outstanding educators but who have real world experience. They have prepared these guidelines to help you successfully complete your educational goals and to get the most from your distance learning experience.

Again, we hope that you will find this course both helpful and motivating. We send our best wishes as you work toward the completion of your program.

Sincerely,

Thomas M. Neal President

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system without written permission from the publisher, except for the inclusion of brief quotation in review. Copyright © 2014 by California Coast University

Syllabus

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Course Number MKT 310

Course Title Advertising and Promotions

Course Description This course will allow students to see a collective picture of integrated marketing communications. Focus is placed on business-to-business marketing concepts, international marketing discussions, brand management and various advertising and promotional tactics.

Units of Credit 3 Units of Credit

Course Objectives Upon successful completion of this course, students will be able to:

• Understand the Integrated Marketing Communication Foundation.

• Analyze advertising tools, marketing power and message strategies.

• Evaluate promotional tools, selling and public relations.

• Become familiar with integration tools such as technology and business specific programs.

Learning Resources Textbook: Integrated Advertising, Promotion, and Marketing Communications 5th Edition, 2012 by Kenneth E. Clow and Donald Baack, Pearson/Prentice Hall

ISBN-13: 9780132538961

All course examinations are based on the contents of the textbook required for this course. To successfully complete the examinations, you will need the textbook. You may rent the textbook from the CCU rental library or you may purchase the textbook from another source.

Although this study guide is developed by California Coast University, it may contain materials provided by the publisher of the textbook.

The Study Guide

The study guide was designed to help you further understand the material in the textbook and master the course content. Each study guide chapter corresponds to a chapter in the textbook.

Additional Readings and Online Resources

To help you further understand this subject material, additional readings and/or online resources related to this course are listed in this syllabus.

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The Library Information and Resources Network, Inc. (LIRN)

Students are provided access to the Library and Information Resources Network, Inc. (LIRN). LIRN provides a centralized management of electronic information resources that allow students to access multiple research databases through one portal. Detailed information on the Library and Information Resources Network, Inc. is available on the California Coast University website under the Resources Tab. For additional information on using the network, LIRN provides a User Guide to help students search for the needed information. This helpful resource is available on the LIRN website. For information on accessing LIRN, please contact California Coast University - library@calcoast.edu or (714) 547-9625.

Supplementary Materials

Unit Examination Answer Sheets* Final Examination Scheduling Form

*Master of Education and Doctor of Education students will not receive unit exam answer sheets. These programs require written responses only.

Your Course Grade

Your grades on course examinations are determined by the percentage of correct answers. The university uses the following grading system:

A = 90% – 100% correct B = 80% – 89% correct C = 70% – 79% correct D = 60% – 69% correct F = 59% and below correct

Your grade in this course will be based on the number of points you earn. Grades are based on the percentage of points you earned out of a total of 500 points:

Four Unit Examinations

100 points each 400 points total 80% of your grade

Final Examination

100 points 100 points total 20% of your grade

Mastering the Course Content

In order to successfully complete this course, we recommend that you do the following before beginning:

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• Be sure that you have the correct edition of the course textbook. Check the ISBN number of your textbook with the ISBN number listed on the cover page of this study guide.

• Review the table of contents at the end of this syllabus. You will only be responsible for the chapters in the textbook that are listed in the table of contents.

Each study guide contains several components selected and developed by the faculty to help you master the content of the course. Each chapter in the study guide corresponds to a chapter in the textbook. Study guides vary depending on the course, but most will include:

Learning Objectives Overviews Self Tests Summaries Key Terms Critical Analysis Questions (graduate and doctoral students only)

The most efficient way to complete this course is to read the materials in both the study guide and textbook in the sequence in which it appears, generally from beginning to end.

Read the Overviews and Summaries

Before reading a chapter of your textbook, review the corresponding learning objectives, overview, key terms and summary sections in the study guide. These were prepared to give you an overview of the content to be learned.

Review the Self Test

After you have reviewed the study guide summaries, look at the items on the self test. As you identify your areas of relative strength and weakness, you will become more aware of the material you will need to learn in greater depth.

Review the Critical Analysis and/or Case Study Questions (Graduate and Doctoral Students Only) The critical analysis questions are designed to help you gain a deeper understanding and appreciation for the course subject matter. This section will encourage you to give additional thought to the topics discussed in the chapter by presenting vignettes or cases with real world relevance.

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Read and Review the Chapter

Once you have the scope and organization of the chapter in mind, turn to the corresponding chapter in the textbook and read the material carefully. Keep the learning objectives, self test, critical analysis questions and/or case study questions in mind as you read.

Highlight important concepts and information in your study guide and write notes in the study guide as you read the textbook. These notes will help you study for the unit and final examinations.

Check Your Mastery of Each Chapter

When you feel that you have mastered the concepts presented in the chapter, complete the study guide self test and critical analysis questions and/or case study questions without referring to the textbook or your notes. Correct your responses using the answer key and solutions guide provided in the study guide. Your results will help you identify any areas you need to review.

Unit Examinations

Each course contains four unit examinations and a final examination. Unit examinations usually consist of 25 objective (multiple choice or true/false) test questions. For Master of Education and Doctor of Education students, unit examinations consist of writing assignments only.

Unit examinations may be found approximately every four to six chapters throughout your study guide. Unit examinations are open-book, do not require a proctor and are not timed. This will allow you to proceed at your own pace.

It is recommended that you check your answers against the material in your textbook for accuracy.

Writing Assignments

Each unit examination includes a written component. This assignment may be in the form of written questions or case study problems. The writing assignment affords the student an opportunity to demonstrate a level of subject mastery beyond the objective unit examinations, which reflects his/her ability to analyze, synthesize, evaluate and apply his/her knowledge. The writing assignment materials are found immediately following each unit examination.

Writing assignments are judged on the quality of the response in regard to the question. Word count is NOT one of the criteria that is used in assigning points to writing assignments. However, students who are successful in earning the maximum number of points tend to submit writing assignments that fall in the following ranges:

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• Undergraduate courses: 350 - 500 words or 1 - 2 pages.

• Graduate courses: 500 - 750 words or 2 - 3 pages.

• Doctoral courses: 750 - 1000 words or 4 - 5 pages.

Plagiarism

All work must be free of any form of plagiarism. Put written answers into your own words. Do not simply cut and paste your answers from the Internet and do not copy your answers from the textbook. Plagiarism consists of taking and using the ideas, writings or inventions of another, without giving credit to that person and presenting it as one’s own. This is an offense that the university takes very seriously. An example of a correctly prepared written response may be found by visiting the Coast Connection student portal.

Citation Styles

The majority of your response should be your own original writing based on what you have learned from the textbook. However, students may also use outside materials if applicable. Be sure to provide a reference (or citation) for any materials used, including the required textbook. The following points are designed to help you understand how to provide proper references for your work:

• References are listed in two places.

• The first reference is briefly listed within your answer. This includes identifying information that directs the reader to your list of references at the end of your writing assignment.

• The second reference is at the end of your work in the list of references section.

• All references cited should provide enough identifying information so that the reader can access the original material.

For more detailed information on the proper use of citations, please refer to the CCU Student Handbook located on the Coast Connection student portal.

Submitting Your Unit Examinations and Writing Assignments via the Internet

Students may access the online testing features via the Coast Connection student portal. Multiple choice unit examinations may be completed and submitted online.

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Go to the California Coast University homepage at www.calcoast.edu and click on the student login icon at the upper right hand corner. After logging into your account, click on My Academic Plan and select the course you are working on to complete the unit examination. Remember to keep a copy of your answers for your own personal records.

Writing assignments may be submitted online as well. After logging into the student portal, click on My Academic Plan and select the course you are working on to complete the writing assignment. Here, you will find further information and instructions on how to submit writing assignments through the student portal. Remember to keep a copy of your writing assignments for your own personal records.

Alternatively, if you experience diffulty submitting your writing assignments through the student portal, then you may email your assignments as a Word document attachment to essays@calcoast.edu. When doing so, please adhere to the following guidelines:

• Always submit your name, student number, course number, course title and unit number with your writing assignment.

• Begin each writing assignment by identifying the question number you are answering followed by the actual question itself (in bold type).

• Use a standard essay format for responses to all questions (i.e., an introduction, middle paragraphs and conclusion).

• All responses must be typed double-spaced, using a standard font (i.e. Times New Roman) and 12 point type size for ease of reading and grading.

Submitting Your Unit Examinations by Mail

Send your completed unit examination along with any writing assignments to the following mailing address:

California Coast University Testing Department 925 N. Spurgeon Street Santa Ana, CA 92701

Requests to retake a unit examination will only be honored if the final exam has NOT been sent.

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Students may retake one unit examination per course, free of charge. The cost for each additional, repeated exam will be $90. Payment must be paid in full to the accounting department prior to repeating unit exams.

Please contact Student Services for a repeat unit examination form. You may resubmit your unit examination once the original grade has been cleared from your online degree plan.

Final Examination

Scheduling a Final Examination

Final examination requests can be submitted via U.S. mail, online through the Coast Connection student portal, or by calling the Testing Department at (714) 547-9625.

A final exam scheduling form is located on the last page of this study guide. Please fill out ALL required fields and mail it to the university.

If you would like to request a final exam online, log into the Coast Connection student portal and click on My Academic Plan. Select the course you are working on and submit the Final Exam Request form located at the bottom of the page. ALL INFORMATION MUST BE FILLED IN.

Submitting Your Final Examination

Final Examinations can be submitted by mail, fax or online through the Coast Connection student portal.

After you have completed your exam, you or your proctor can fax it to the Grading Department at (714) 547-1451 or mail it to the university. When faxing exams, please do not resize your fax.

For online submissions, once you have logged into the student portal, click on My Academic Plan and select the course you are working on to complete the final examination. You must input the unique password that was sent to your proctor in order to unlock your final examination questions. Remember to keep a copy of your answers for your own personal records.

Proctors

The university requires that all final examinations be completed under the supervision of a proctor.

A proctor can be anyone EXCEPT an immediate family member, someone who resides with you or a current/former CCU student.

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The purpose of the proctored final examination is to verify that you are, in fact, the person who is enrolled in the course of study. It is also to verify that you are completing the final examination without the aid of any outside assistance.

During the proctored final examination, you may use your textbook and any notes you have taken during the completion of your unit examinations. Your designated proctor will verify your identity and that you have completed the final examination without any outside assistance.

Your Overall Grade Point Average (G.P.A.)

In addition to receiving a passing grade for each course, all students must maintain a required overall G.P.A. in order to graduate. Undergraduate students need an overall G.P.A. of 2.0 (C) on a 4.0 scale. Graduate and doctoral students need an overall G.P.A. of 3.0 (B) on a 4.0 scale.

A = 4 grade points B = 3 grade points C = 2 grade points D = 1 grade point F = 0 grade points

Students who do not meet the overall G.P.A. requirement by the end of their program must pay the current cost of tuition to repeat courses until they improve their overall G.P.A.

Overall course grades of “F” will be displayed on your degree plan and count as 0 units completed. You must pay to retake these courses.

Doctoral students must repeat any courses in which the overall course grade is a “D” or “F”.

Be sure to keep a copy of all work you submit to the university.

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If you have any questions about how to proceed through the course or regarding any California Coast University policies and procedures, the easiest way to get help is to send us a message through the student portal, via email, or phone the university.

University office hours are Monday through Friday from 8:30 a.m. to 4:00 p.m., Pacific Standard Time.

California Coast University

925 N. Spurgeon Street, Santa Ana, California 92701 Phone: (714) 547-9625 Fax: (714) 547-5777 Test Answer Sheet Fax Line: (714) 547-1451

Email: testing@calcoast.edu

Don’t forget: You are not alone! We are here to help you achieve your dream!

MK T

31 0

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Learning Objectives

The learning objectives for this course are listed below:

Chapter 1: Integrated Marketing Communications

1. Consider how communication takes place. 2. Evaluate integrated marketing communications programs. 3. Investigate how an integrated marketing communications program creates value. 4. List the components of an integrated marketing communications program.

Chapter 2: Corporate Image and Brand Management

1. Propose how a corporate image affects consumers, other businesses and the company itself. 2. Chart elements that are involved in identifying, creating, rejuvenating or changing a corporation’s image. 3. Assess the characteristics of effective logos. 4. Describe how brands are developed, built and sustained in order to build brand equity and fend off perceptions of brand parity. 5. Investigate current trends affecting private labels. 6. Consider how packages and labels are used to support an integrated marketing communications program, both domestically and in foreign settings.

Chapter 3: Buyer Behaviors

1. Detect what elements are involved in internal and external information searches by consumers as part of the purchasing process. 2. Distinguish the three models that explain how individuals evaluate purchasing alternatives. 3. Determine trends that are affecting the consumer buying environment. 4. Dissect how the roles played by various members of the buying center and the factors that influence them impact business purchases. 5. List the steps of the business-to-business buying process. 6. Explain how dual channel marketing expand a company’s customer base and its sales. 7. Explore how a company can overcome international differences when adapting to buying processes.

Chapter 4: The IMC Planning Process

1. Determine how the three Cs of the IMC planning context can form the basis for an effective advertising program. 2. List categories that are used to identify consumer target markets or market segments. 3. List categories that are used to identify business-to-business market segments. 4. Distinguish how the various approaches to positioning influence the selection of target markets. 5. Analyze how the various marketing communications objectives interact with the other elements of an IMC planning process. 6. Examine the relationships between communications expenditures and company sales.

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Chapter 5: Advertising Management

1. Specify the essential ingredients in advertising campaign management, including the role of advertising. 2. Calculate when a company should employ an external advertising agency rather than completing the work in-house. 3. Characterize the steps that are completed as part of advertising campaign management. 4. List the primary goals of advertising. 5. Pinpoint the key elements of an advertising budget. 6. Explore issues in the media selection process. 7. Determine how a creative brief facilitates effective advertising.

Chapter 6: Advertising Design—Theoretical Frameworks and Types of Appeals

1. Propose how the hierarchy of effects model and a means-ends analysis help an advertising creative design better commercials. 2. Discover how leverage points and taglines increase advertising effectiveness. 3. Interpret the roles visual and verbal images play in advertisements. 4. Name the seven main types of advertising appeals. 5. Determine how fear or humor can be used to create an effective advertisement. 6. Consider reasons why sex plays such a prominent role in advertising. 7. Strategize how music, rationality and scarcity can be used to increase advertising effectiveness. 8. List the primary areas of concern in international advertising.

Chapter 7: Advertising Design—Message Strategies and Executional Frameworks

1. Assess how the main types of executional frameworks help to deliver quality advertising messages. 2. Distinguish characteristics that are most important when selecting a source or spokesperson for advertisements and commercials. 3. Characterize the process used to create advertisements. 4. Pinpoint the principles of advertising effectiveness. 5. Determine how advertising programs are adjusted to fit international circumstances.

Chapter 8: Traditional Media Channels

1. Define media strategy. 2. List elements and individuals involved in media planning. 3. Identify some of the primary advertising objectives. 4. Distinguish the advantages and disadvantages associated with each of the traditional advertising media. 5. Propose how a marketing team can use media mix to increase advertising effectiveness. 6. Characterize key issues associated with media selection for business-to-business markets. 7. Identify issues associated with media selection in international markets.

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Chapter 9: E-Active Marketing

1. Characterize e-active marketing. 2. Analyze how Web 2.0 has affected the field of marketing communications. 3. Propose how e-commerce programs and incentives can build a stronger customer base and overcome consumer concerns at the same time. 4. Explain what makes e-commerce a crucial part of business-to-business commerce. 5. Assess how brand spiraling and blogs can generate positive outcomes for the marketing department. 6. Critique how online social networks, consumer-generated advertising and reviews, e-mail and viral marketing have become key components of market communications programs. 7. Predict how e-active marketing can be successfully conducted in international markets.

Chapter 10: Alternative Marketing

1. Assess how buzz marketing, guerilla marketing, lifestyle marketing and experiential marketing can enhance a marketing communications program. 2. Consider methods that can be used to effectively employ product placements and branded entertainment. 3. Propose why the use of alternative media venues, especially video game advertising, has grown in marketing communications programs. 4. Determine how in-store marketing and point-of-purchase displays have evolved into even more effective communication and sales tools. 5. Examine methods used to adapt alternative marketing programs to international marketing efforts.

Chapter 11: Database and Direct Response Marketing and Personal Selling

1. Judge the role that database marketing, including the data warehouse, data coding and analysis and data mining, plays in creating and enhancing relationships with customers. 2. Determine how database-driven marketing programs create sales and build bonds with customers. 3. Judge when direct response marketing programs should be used to supplement other methods of delivering messages and products to consumers. 4. List the tasks involved in developing successful personal selling programs for consumers and businesses. 5. Propose how database marketing and personal selling programs should be adapted to international settings.

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Chapter 12: Sales Promotions

1. Chart the differences between consumer promotions and trade promotions. 2. Examine how the different types of customers respond to consumer promotions. 3. Describe the types of trade promotions that can help push products on to retailer shelves and eventually on to end users. 4. Discover concerns that exist for manufacturers considering trade promotions programs. 5. Determine issues that complicate international sales promotions programs.

Chapter 13: Public Relations and Sponsorship Programs

1. Examine the relationship between public relations and the marketing activities performed by a company. 2. Analyze how the public relations function helps to build better relationships with all internal and external stakeholders. 3. Predict how the positive image-building programs that are commonly used by companies as part of the public relationships effort can build customer loyalty and brand image. 4. Explore steps companies can take to prevent or reduce image damage when negative events occur. 5. Propose how sponsorships can be tied to public relations efforts to strengthen a customer base. 6. Distinguish the role event marketing can play in creating customer excitement and brand loyalty. 7. Consider how public relations programs, sponsorships and event marketing can be adapted to international settings.

Chapter 14: Regulations and Ethical Concerns

1. Examine agencies and laws that regulate marketing communications. 2. Discover why puffery is legal and deception is not. Analyze the role substantiation plays in the process. 3. Distinguish legal remedies that can be used to correct deceptive communications practices. 4. Judge how the three major industry regulatory agencies can help keep advertising and business practices from injuring customers or other businesses. 5. Analyze ethical criticisms that have been registered against advertising and marketing practices. 6. Explore marketing tactics that raise ethical concerns. 7. Investigate international issues that influence the discussion of legal and ethical marketing activities.

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Chapter 15: Evaluating an Integrated Marketing Program

1. Critique the three broad categories of evaluation tools that can be used to evaluate IMC systems. 2. Characterize how marketing teams can match evaluation methods with IMC objectives. 3. Explore the forms of message evaluations that can be conducted to assess IMC programs. 4. Examine evaluation criteria that are suggested by the positioning advertising copy testing (PACT) system. 5. Consider how online evaluation systems assist advertising managers in assessing the quality of a firm’s Internet activities. 6. Judge the types of behavioral evaluations that can be employed to assess IMC programs. 7. Explain how evaluation programs are adjusted to match international operations.

Syllabus

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“Global Internet Retail: Industry Profile,” Datamonitor (May 2004), p. 10.

Arun Sudhaman, “Brand Quality Still Key to Corporate Reputation: Edelman,” Media Asia (November 19, 2004), p. 8.

Robert Duboff, “True Brand Strategies Do Much More Than Name,” Marketing News 35, no. 11 (May 21, 2001), p. 16.

Margaret Henderson Blair, “An Empirical Investigation of Advertising Wearin and Wearout,” Journal of Advertising Research 40, no. 6 (November-December 2000), pp. 95-100.

Felicity Shea, “Reaching Youth with Music,” B&T Weekly 54, no. 2491 (October 1, 2004), pp. 16-17.

Patricia Odell, “Mail Box Mania,” PROMO SourceBook 2005 17 (2005), p. 16.

Daniel Lyons, “Too Much Information,” Forbes 174, no. 12 (December 13, 2004), pp. 110-114.

Brian Sullivan, “Winners Focus on Customers,” Computerworld 35, no. 24 (June 11, 2001), pp. 50-51.

Gary D. Hailey and Jeffrey D. Knowles, “Claiming Sufficient Substantiation is No Easy Task,” Response 13, no. 4 (January 2005), p. 50.

Betsy Nichol, “Integrated Marketing: The Cluster-Buster,” Franchising World 26, no. 5 (September-October 1994), pp. 15-17.

Alan Bergstrom, “Cyberbranding: Leveraging Your Brand on the Internet,” Strategy & Leadership 28, no. 4 (2000), pp. 10-15.

Patrick Dineen, “Improving Direct Mail Prospecting,” Franchising World 33, no. 7, (October 2001), p. 42.

Kay Bransford, “Just Measure,” Communication World 22, no. 1 (January 1, 2005), pp. 16-20.

Suggested Readings

Syllabus

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Suggested Online Readings

Adweek www.adweek.com

Branding Asia www.brandingasia.com

Lexicon Branding, Inc. www.lexicon-branding.com

CoreBrand www.corebrand.com

Private Label Manufacturers Association www.plma.com

Ad agency news www.adage.com

Gays and lesbians www.planetout.com

African-Americans www.targetmarketnews.com

Women www.iVillage.com

Media research information www.nielsenmedia.com

Table of Contents

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Syllabus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . vii - xxiii

Unit One Chapter 1: Integrated Marketing Communications . . . . . . . . . . . . . . . . . 1

Chapter 2: Corporate Image and Brand Management . . . . . . . . . . . . . . . 10

Chapter 3: Buyer Behaviors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

Unit 1 Examination Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29

Unit 1 Examination. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30

Unit 1 Writing Assignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35

Unit Two

Chapter 4: The IMC Planning Process . . . . . . . . . . . . . . . . . . . . . . . . . . 37

Chapter 5: Advertising Management . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

Chapter 6: Advertising Design—Theoretical Frameworks and Types of Appeals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55

Chapter 7: Advertising Design—Message Strategies and Executional Frameworks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 64

Unit 2 Examination Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73

Unit 2 Examination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74

Unit 2 Writing Assignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79

Unit Three

Chapter 8: Traditional Media Channels . . . . . . . . . . . . . . . . . . . . . . . . . 81

Chapter 9: E-Active Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90

Chapter 10: Alternative Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99

Chapter 11: Database and Direct Response Marketing and Personal Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108

Unit 3 Examination Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117

Unit 3 Examination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118

Unit 3 Writing Assignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123

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Unit Four Chapter 12: Sales Promotions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125

Chapter 13: Public Relations and Sponsorship Programs. . . . . . . . . . . . . 134

Chapter 14: Regulations and Ethical Concerns. . . . . . . . . . . . . . . . . . . . 143

Chapter 15: Evaluating an Integrated Marketing Program . . . . . . . . . . . . 152

Unit 4 Examination Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161

Unit 4 Examination . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162

Unit 4 Writing Assignment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167

Final Examination Instructions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169

Objectives

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MKT 310 Advertising and Promotions

Instructions to Students

Chapter One Integrated Marketing Communications

Learning Objectives

Upon successful completion of this chapter, you should be able to:

1. Consider how communication takes place.

2. Evaluate integrated marketing communications programs.

3. Investigate how an integrated marketing communications program creates value.

4. List the components of an integrated marketing communications program.

• Read pages 1-21 of your textbook

• Reference: Integrated Advertising, Promotion, and Marketing Communications, by Kenneth Clow and Donald Baack, 5th edition, 2012

Overview

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This chapter explains the nature of an integrated advertising and marketing communications program. First, communication processes are described because understanding how communication works builds the foundation for an integrated marketing program. Next, an integrated marketing communications program is described. Finally, the integrated marketing communications process is applied to global or international operations, creating a globally integrated marketing communications (GIMC) program.

Key Terms

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MKT 310 Advertising and Promotions

The key terms listed below are terms with which you should be familiar. Write your definition below each item. Check your answers at the end of this chapter.

Communication:

Encoding:

Decoding:

Feedback:

Clutter:

Marketing mix:

Brand parity:

Contact points:

Standardization:

Adaptation:

Summary

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MKT 310 Advertising and Promotions

Communication is transmitting, receiving and processing information. It is a two-way street in which a sender must establish a clear connection with a receiver. Effective communication is the glue holding the relationship between two entities together. When communication breaks down, conflicts, misunderstandings and other problems may develop. The components of the communication process include the sender, an encoding process, the transmission device, the decoding process and the receiver. Noise is anything that distorts or disrupts the flow of information from the sender to the receiver.

Integrated marketing communications (IMC) takes advantage of the effective management of the communications channel. Within the marketing mix of products, prices, distribution systems and promotions, firms that speak with one clear voice are able to coordinate and integrate all market- ing tools. The goal is to have a strong and positive impact on consumers, businesses and other end users.

IMC plans are vital to achieving success. The reasons for their importance begin with the explosion of information technologies. Channel power has shifted from manufacturers to retailers to consumers. Company leaders must adjust in order to maintain a strong market standing and IMC programs can assist in this effort. New levels of competition drive marketers to better understand their customers and be certain those end users are hearing a clear and consistent message from the firm. As consumers develop a stronger sense of brand parity, whereby no real differences in product-service quality are perceived, marketers must recreate a situation in which their brand holds a distinct advantage over others. This is difficult because consumers now can collect and integrate information about products from a wide variety of sources, including technological outlets (Internet Web sites) and interpersonal (sales reps) sources. Quality IMC programs help maintain the strong voice companies need to be certain their messages are heard. An additional challenge is the decline in effectiveness of mass-media advertising. IMC helps company leaders find new ways to contact consumers with a unified message.

This text explains the issues involved in establishing an effective IMC program. The importance of business-to-business marketing efforts is noted because many firms market items as much to other companies as they do to consumers. Successful development of an IMC program should help firms remain profitable and vibrant, even when the complexities of the marketplace make these goals more difficult to reach.

Self Test

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Multiple Choice Questions (Circle the correct answer)

1. An advertising agency is told by the client that an advertising campaign should result in a 20% increase in sales. This is an example of __________.

a. adaptation b. marketing myopia c. standardization d. accountability

2. A creative’s main responsibility is to ___________.

a. develop advertisements and campaigns b. represent the customer’s voice with an advertising agency c. receive marketing messages from various sources d. evaluate the marketing plan

3. Preparing ad copy is which part of the communication process?

a. situational analysis b. encoding c. filtering out noise d. decoding

4. In the communication process, the items that carry the message from the sender to the receiver are __________.

a. feedback devices b. transmission devices c. decoding processes d. encoding processes

5. A consumer sees a billboard while driving. The billboard is a ___________.

a. decoding device b. creative c. transmission device d. form of feedback

Self Test

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6. A person smells the fragrance of a perfume attached to a magazine advertisement. What is taking place?

a. encoding b. feedback c. transmission d. decoding

7. Which would be an example of feedback in a marketing channel?

a. removing a product from the market b. a customer complaint c. a decision to begin international operations d. new product development

8. Traditionally, promotions included the following, EXCEPT __________.

a. personal selling b. sales promotions c. advertising d. product design

9. The term used to summarize the various activities involved with the Internet is ___________.

a. electronic marketing b. blogging c. international commerce d. e-active marketing

10. Brand parity is the ___________.

a. belief that all advertisers say essentially the same thing b. feeling that most advertising is false c. perception that there are no real differences between major brands d. idea that brands are distinct and easy to identify

Answer Keys

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Key Term Definitions

Communication: Transmitting, receiving and processing information.

Encoding: The verbal (words, sounds) and nonverbal (gestures, facial expressions, posture) cues that the sender utilizes in dispatching a message.

Decoding: When the receiver employs any of his or her senses (hearing, seeing, feeling) in an attempt to capture a message.

Feedback: Information the sender obtains from the receiver regarding the receiver’s perception or interpretation of a message.

Clutter: Exists when consumers are exposed to hundreds of marketing messages per day and most are tuned out.

Marketing mix: Consists of products, prices, places (the distribution system) and promotions.

Brand parity: Occurs when there is the perception that most goods and services are essentially the same.

Contact points: The places where customers interact with or acquire additional information about a firm.

Standardization: When a firm features uniform products and market offerings across countries with the goal of generating economies of scale in production while using the same promotional theme.

Adaptation: Occurs when products and marketing messages are designed for, and adapted to, individual countries.

Answers to Self Test

Answer Keys MKT 310 Advertising and Promotions

8

1. d

2. a

3. b

4. b

5. c

6. d

7. b

8. d

9. d

10. c

Notes

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Objectives

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MKT 310 Advertising and Promotions

Instructions to Students

Chapter Two Corporate Image and Brand Management

Learning Objectives

Upon successful completion of this chapter, you should be able to:

1. Propose how a corporate image affects consumers, other businesses and the company itself.

2. Chart elements that are involved in identifying, creating, rejuvenating or changing a corporation’s image.

3. Assess the characteristics of effective logos.

4. Describe how brands are developed, built and sustained in order to build brand equity and fend off perceptions of brand parity.

5. Investigate current trends affecting private labels.

6. Consider how packages and labels are used to support an integrated marketing communications program, both domestically and in foreign settings.

• Read pages 22-49 of your textbook

• Reference: Integrated Advertising, Promotion, and Marketing Communications, by Kenneth Clow and Donald Baack, 5th edition, 2012

Overview

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MKT 310 Advertising and Promotions

One of the most critical ingredients in the successful development of an integrated marketing communications plan is effective management of an organization’s image. The first part of this chapter examines the activities involved in managing a corporation’s image including its name and logo. The second part addresses ways to develop and promote the various forms of brand names. Brand equity and brand parity are also described. Finally, packages and labels, which should be part of a marketing communications program, are assessed. Ethical and international considerations are also described.

Key Terms

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The key terms listed below are terms with which you should be familiar. Write your definition below each item. Check your answers at the end of this chapter.

Corporate logo:

Stimulus codability:

Brands:

Brand extension:

Flanker brand:

Co-branding:

Cooperative branding:

Salient:

Brand equity:

Brand metrics:

Summary

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MKT 310 Advertising and Promotions

An effective integrated marketing communications plan must emphasize a strong and positive company or corporate image as part of the program. An image consists of consumer and business-to-business feelings toward the overall organization as well as evaluations of each individual brand the firm carries. An image has both tangible and intangible components. Tangible ingredients include products, advertisements, names, logos and services provided. Intangible elements consist of policies and practices that change or enhance the company’s image in the consumer’s mind. A well-developed and well-established image benefits both customers and the company in many ways.

Brands are names given to goods or services or groups of complementary products. Effective brands give the firm an advantage, especially in mature markets containing fewer actual products or where service differences exist. Strong brands convey the most compelling benefits of the product, elicit proper consumer emotions and help create loyalty. There are many versions of brands including family brands, flanker brands and co-brands. In each, brand equity is built by domination or the recognition that the brand has one key advantage or characteristic. Creating an effective image is a difficult task. It is important to know how all publics view the firm before seeking to build or enhance an image. Rejuvenating the image involves reminding customers of their previous conceptions of the company while at the same time expanding into a closely related area of concern. Once an image is strongly pressed into the minds of customers, it becomes difficult, if not impossible, to change.

Private brands, or private labels, have become important components in the success of both producers and retailers. Consumers now view private brands as having quality equal to or close to that of more famous manufacturer brand names. At the same time, customers expect price advantages in private label products. Consequently, effective management of brands and products includes creating a mix of offerings that both end users and retailers recognize as a beneficial range of choices.

Self Test

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Multiple Choice Questions (Circle the correct answer)

1. A corporate image summarizes __________.

a. all of the tangible elements of a company b. what employees and customers think of a company c. what the company stands for as well as how it is known in the marketplace d. all of the intangible components that surround a firm

2. When business travelers began to view Holiday Inn as outdated with old decor, the management team remodeled many properties and terminated contracts with proprietors that did not meet the new standards. This is an example of __________.

a. changing an image b. rejuvenating an image c. reinforcing the current image d. developing a new image

3. Which type of corporate name does not reflect the company’s goods or services?

a. overt b. iconoclastic c. conceptual d. implied

4. Overt names __________.

a. reveal what the company does b. do not reflect the company’s goods or services but instead something that is unique, different and memorable c. capture the essence of the idea behind the brand d. contain recognizable words or word parts that imply what the company is about

5. A Pillsbury cookie mix featuring Hershey’s Chocolate is a form of ____________.

a. flanker branding b. cooperative branding c. ingredient branding d. complementary branding

Self Test

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MKT 310 Advertising and Promotions

6. The secret to a long brand life is ___________.

a. developing a unique brand name b. having the largest market share within an industry c. having a high level of product quality and high margins d. finding one unique selling proposition and sticking with it

7. The first step in building brand equity is ___________.

a. to focus on domination b. integrating old and new media c. to research and analyze what it would take to make the brand distinctive d. to engage in continuous improvement

8. Which measures returns on branding investments?

a. brand equity b. brand infringement c. brand parity d. brand metrics

9. Private brands are ___________.

a. the use of established brand names on goods and services not related to the company’s core brand b. proprietary brands marketed by an organization and normally distributed exclusively within the organization’s outlets c. new brands sold in the same category d. the joint venture of two or more brands in a new good or service

10. The following statements about private labels are true EXCEPT ___________.

a. quality levels of many private label products have improved b. prices for private labels are going up in many markets c. some firms have begun advertising private labels d. consumers still perceive private labels as being inferior to manufacturer’s brands

Answer Keys

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Key Term Definitions

Corporate logo: The symbol used to identify a company and its brands helping to convey the overall corporate image.

Stimulus codability: Items that easily evoke consensually held meanings within a culture or subculture.

Brands: Names generally assigned to a good or service or a group of complementary products.

Brand extension: The use of an established brand name on goods or services not related to the core brand.

Flanker brand: The development of a new brand by a company in a good or service category in which it currently has a brand offering.

Co-branding: Offering two or more brands in a single marketing effort.

Cooperative branding: A form of co-branding in which two firms create a joint venture of two or more brands into a new good or service.

Salient: When consumers are aware of the brand, have it in their consideration sets (things they consider when making purchases), regard the product and brand as a good value, buy it or use it on a regular basis and recommend it to others.

Brand equity: A set of brand assets that add to the value assigned to a product.

Brand metrics: Measures of returns on brand investments.

Answers to Self Test

Answer Keys MKT 310 Advertising and Promotions

17

1. c

2. b

3. b

4. a

5. c

6. d

7. c

8. d

9. b

10. d

Notes

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Objectives

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Instructions to Students

Chapter Three Buyer Behaviors

Learning Objectives

Upon successful completion of this chapter, you should be able to:

1. Detect what elements are involved in internal and external information searches by consumers as part of the purchasing process.

2. Distinguish the three models that explain how individuals evaluate purchasing alternatives.

3. Determine trends that are affecting the consumer buying environment.

4. Dissect how the roles played by various members of the buying center and the factors that influence them impact business purchases.

5. List the steps of the business-to-business buying process.

6. Explain how dual channel marketing expand a company’s customer base and its sales.

7. Explore how a company can overcome international differences when adapting to buying processes.

• Read pages 50-79 of your textbook

• Reference: Integrated Advertising, Promotion, and Marketing Communications, by Kenneth Clow and Donald Baack, 5th edition, 2012

Overview

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MKT 310 Advertising and Promotions

This chapter reviews consumer buyer behaviors and business-to-business buyer behaviors. Consumer purchasing processes include five steps; however, two of those steps are most important from an IMC perspective: (1) The information search stage and (2) the evaluation of alternatives stage. These two steps are described in detail. Next, the consumer buying environment is described. Business buying behaviors are assessed starting with a description of the five major roles played in a business buying center. Next, the three main types of business-to-business purchases are noted. Finally, dual channel marketing is described.

Key Terms

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MKT 310 Advertising and Promotions

The key terms listed below are terms with which you should be familiar. Write your definition below each item. Check your answers at the end of this chapter.

Involvement:

Need for cognition:

Attitude:

Evoked set:

Inept set:

Inert set:

Straight rebuy:

Modified rebuy:

Derived demand:

Dual channel marketing:

Compensatory heuristics:

Summary

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MKT 310 Advertising and Promotions

Buyer behaviors are part of the purchasing process in both consumer markets and business-to- business transactions. An effective IMC program accounts for the ways in which goods and services are purchased in both markets. The goal is to tailor marketing messages to target audiences in the appropriate media.

The consumer buying decision-making process consists of five steps. Marketing experts and especially creatives must be aware of each step and prepare effective communications that will lead most directly to the decision to buy. Two of the most important steps, for the purposes of creating effective marketing communications, are the information search stage and the evaluation of alternatives stage.

After a consumer recognizes a want or need, the individual searches for information internally and externally. Marketing messages must be directed to placing the product or service in the consumer’s evoked set of viable purchasing prospects. The more involved the customer feels in the search, the more likely the product will have a longer-lasting impact once purchased. Those with greater needs for cognition are attracted to the process of thinking through a decision. Those with a greater degree of enthusiasm for shopping spend more time analyzing the available alternatives. Customers consider the benefits and costs of searches and make more or less rational decisions about how extensively they will seek out information.

Evoked sets, attitudes, values and cognitive maps explain how an individual evaluates various purchasing choices. Evoked sets reveal which products “make the cut” and receive consideration. Attitudes and values predispose consumers toward some products and companies and away from others. Cognitive maps help the customer link what the company says about itself with other experiences. Marketing experts must identify consumer attitudes and values that affect purchase decisions and make sure they do not offend prospects with their messages. Stronger ties can be built with customers when the good or service is favorably attached to strongly held attitudes and values.

New cultural values and attitudes, time pressures and busy lifestyles influence what people buy, how they buy and the manner in which they can be enticed to buy. Many families try to isolate themselves from everyday pressures by cocooning. They also try to escape through indulgences and pleasure binges, by finding excitement or fantasy and by planning to meet social needs. An aging baby boom population is more focused on lasting values and health issues. Marketing experts can address these needs and lead customers to purchases based on them. By understanding business buyer behaviors, the marketing team can construct a more complete and integrated marketing communications program. Business purchases are driven by members of the buying center. These members include users, buyers, influencers, deciders and gatekeepers. Each role is important, even when a single person plays more than one role. Members of the buying center are human beings. This means they are influenced by both organizational and individual factors that affect various marketing decisions.

Summary

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MKT 310 Advertising and Promotions

Business-to-business sales take three forms. A straight rebuy occurs when the firm has previously chosen a vendor and intends to place a reorder. A modified rebuy occurs when the purchasing group is willing to consider and evaluate new alternatives. This decision is usually based on dissatisfaction with a current vendor. A new task purchase is one in which the company buys a good or service for the first time and the product involved is one with which organizational members have no experience. The business-to-business buying process is similar to the consumer purchase decision-making process. A more formal purchasing process includes formal specifications, bids from potential vendors and a contract finalizing the purchasing agreement.

Self Test

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MKT 310 Advertising and Promotions

Multiple Choice Questions (Circle the correct answer)

1. An internal information search for product information is when ___________.

a. a consumer experiences uneasiness b. advertisements are being ignored c. the consumer buying process is nearly complete d. a consumer thinks about brands he/she is willing to consider

2. When a person conducts an internal search for product information and already has sufficient information, the next step in the purchase decision process will be to ___________.

a. evaluate the alternatives b. make the purchase decision c. search for additional information d. identify the need or problem the choice will meet

3. Which component of an attitude displays the individual’s intentions, actions or behavior?

a. affective b. rational c. conative d. cognitive

4. The affective component of an attitude __________.

a. is the mental picture a person has of an object, person or idea b. contains the feelings or emotions a person has about an object, person or idea c. is an individual’s intentions, actions or behavior d. refers to a person’s mental images, understanding and interpretations of an object, person or idea

5. An advertisement that encourages consumers to call a toll free number or access a website to purchase a product at a discount price focuses on which part of an attitude?

a. cognitive b. conative c. affective d. the inert set

Self Test

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MKT 310 Advertising and Promotions

6. In using the affect referral approach to decision-making, the person considers ___________.

a. product attributes and the importance of attributes b. evoked, inept and inert sets of brands c. cognitive and conative cues d. the brand he or she likes the best

7. The consumer buyer behavior trend of individualism has resulted in consumers wanting ___________.

a. companies to design products just for them that meet their individual needs b. companies to develop time-saving products c. new products developed at a faster pace than ever before d. gender neutral products

8. The members of the buying center who shape purchasing decisions by providing information and criteria are called ___________.

a. users b. deciders c. influencers d. buyers

9. Decision rules that help employees make quick decisions regarding purchases are called ____________.

a. methodologies b. satisficing c. role playing d. heuristics

10. In the business-to-business buying process, evaluation of vendors normally occurs at two levels. The second level is ____________.

a. an initial screening of proposals b. vendor identification c. a vendor audit d. a sharing of vendor audit information

Answer Keys

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MKT 310 Advertising and Promotions

Key Term Definitions

Involvement: The extent to which a stimulus or task is relevant to a consumer’s existing needs, wants or values.

Need for cognition: A personality characteristic an individual displays when he or she engages in and enjoys mental activities.

Attitude: A mental position taken toward a topic, person or event that influences the holder’s feelings, perceptions, learning processes and subsequent behaviors.

Evoked set: Consists of the set of brands a consumer considers during the information search and evaluation processes.

Inept set: Part of a memory set that consists of the brands that are held in a person’s memory but that are not considered because they elicit negative feelings.

Inert set: Part of a memory set of brands that hold the brands that the consumer has awareness of but has neither negative nor positive feelings about.

Straight rebuy: Occurs when the firm has previously chosen a vendor and intends to place a reorder.

Modified rebuy: The company buying team considers and evaluates new purchasing alternatives.

Derived demand: Demand based on, linked to or generated by the production and sale of some other good or service.

Dual channel marketing: Selling virtually the same goods or services to both consumers and businesses.

Compensatory heuristics: A purchasing decision model that assumes no one single brand will score high on every desirable attribute and that individual attributes vary in terms of their importance to the consumer.

Answers to Self Test

Answer Keys MKT 310 Advertising and Promotions

27

1. d

2. a

3. c

4. b

5. b

6. d

7. a

8. c

9. d

10. c

Notes

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MKT 310 Advertising and Promotions

Unit 1 Examination Instructions

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MKT 310 Advertising and Promotions

The Unit Examination

The unit examination contains 25 multiple choice questions, as well as a writing assignment.

Your grade on the examination will be determined by the percentage of correct answers. The university utilizes the following grading system:

A = 90% – 100% correct B = 80% – 89% correct C = 70% – 79% correct D = 60% – 69% correct F = 59% and below correct

4 grade points 3 grade points 2 grade points 1 grade point 0 grade points

Completing Unit One Examination

Before beginning your examination, we recommend that you thoroughly review the textbook chapters and other materials covered in each unit and follow the suggestions in the mastering the course content section of the syllabus.

This unit examination consists of objective test questions as well as a comprehensive writing assignment selected to reflect the learning objectives identified in each chapter covered so far in your textbook.

Additional detailed information on completing the examination, writing standards and how to submit your completed examination may be found in the syllabus for this course.

Unit 1 Examination

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MKT 310 Advertising and Promotions

Multiple Choice Questions (Enter your answers on the enclosed answer sheet)

1. Marketing account executives are facing increasing pressures related to ___________.

a. applicability b. accountability c. accessibility d. affordability

2. The individuals who develop the actual advertisements for promotional campaigns are called ___________.

a. receivers b. account executives c. brand managers d. creatives

3. The person or group who wishes to convey a message is which element of the communication process?

a. receiver b. encoder c. sender d. decoder

4. The verbal and nonverbal cues that a salesperson uses during a sales presentation are which part of the communication process?

a. encoding b. filtering out noise c. transmission d. sending

5. Integrated marketing communications affects all of the following except ___________.

a. business-to-business market b. competitors’ advertising c. internally directed communications d. marketing channel

Unit 1 Examination

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6. The second element of an IMC marketing plan following a situation analysis is a ___________.

a. situational analysis b. target market c. SWOT analysis d. marketing objectives

7. The foundation of an IMC program consists of a careful review of all of the following except ___________.

a. company’s image b. the products to be sold c. the markets in which buyers are located d. the buyers to be served

8. The foundation of an integrated marketing communications program consists of managing the brand and corporate image, understanding buyer behaviors and a(n) ___________.

a. company assessment program b. analysis of the organization c. advertising management program d. promotions opportunity analysis

9. Promotions which are directly oriented to end users and include coupons, contests, premiums, refunds, rebates, free samples and price-off offers are ____________.

a. rebate programs b. trade promotions c. direct marketing programs d. consumer promotions

10. Advances in ____________ have dramatically changed marketing.

a. technology and communication b. global competition and micro-marketing c. integrated marketing methods and venues d. hand-held communication technologies and the Internet

11. The competitive environment is now more ____________.

a. concentrated b. local c. global d. benign

Unit 1 Examination

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12. Brand parity means quality becomes less of a concern for consumers so purchase decisions are based on ____________.

a. price, availability, promotions or other criteria b. information found on the Internet c. advertising effectiveness d. retail store location

13. Which type of corporate name reveals what a company does?

a. conceptual b. implied c. iconoclastic d. overt

14. Which type of corporate name is unique, different and memorable without suggesting the company’s goods or services?

a. conceptual b. iconoclastic c. overt d. implied

15. A logo with a consensually held meaning, such as the Prudential Rock, displays ____________.

a. brand parity b. stimulus codability c. brand prominence d. product positioning

16. Selling Reese’s Peanut Butter Cup milkshakes at the DQ is an example of ____________.

a. flanker branding b. complementary branding c. cooperative branding d. extension branding

17. Charles sees only minor differences among the various brands of high definition televisions. This is an example of ____________.

a. flanker branding b. brand parity c. the private label problem d. brand equity

Unit 1 Examination

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18. Traditionally, a package provided each of the following functions except ___________.

a. protect the contents b. provide for easy placement on store shelves c. provide for ease of shipping, moving and handling d. key component of a company’s integrated marketing communications plan

19. New trends in packaging include the following except ____________.

a. designed for ease of use b. contemporary and striking design c. prevent tampering d. meet consumer needs for speed, convenience and portability

20. The two components of the consumer decision-making process that are most critical to developing an integrated marketing communications program are ____________.

a. evaluation of alternatives and purchase decision b. problem recognition and information search c. problem recognition and evaluation of alternatives d. information search and evaluation of alternatives

21. During the external information search process for product information, consumers with high levels of involvement tend to spend ____________.

a. less time searching for external information b. more time shopping in retail stores c. rely on external information more than internal information d. more time searching for external information

22. If an advertisement by Pampers is designed to appeal to a person’s emotions first, the ad is addressing which component of an attitude?

a. affective b. cognitive c. value d. conative

23. Decision rules that help employees make quick decisions regarding purchases are called ____________.

a. methodologies b. satisficing c. role playing d. heuristics

Unit 1 Examination

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MKT 310 Advertising and Promotions

24. When an acceptable purchasing alternative has been identified and it is taken, the process is called ____________.

a. standardization b. utilization c. satisficing d. decision maximization

25. A straight rebuy involves ____________.

a. buying materials from a new vendor b. purchasing a new building for an expansion project c. re-ordering raw materials from the same vendor d. seeking bids from a new vendor because of dissatisfaction with the current supplier

Unit 1 Examination

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MKT 310 Advertising and Promotions

Writing Assignment for Unit One

• Include your name, student number, course number, course title and unit number on each page of your writing assignment (this is for your protection in case your materials become separated).

• Begin each writing assignment by identifying the question number you are answering followed by the actual question itself (in bold type).

• Use a standard essay format for responses to all questions (i.e., an introduction, middle paragraphs and conclusion).

• Responses must be submitted as a MS Word Document only, typed double-spaced, using a standard font (i.e. Times New Roman) and 12 point type size.

Word count is NOT one of the criteria that is used in assigning points to writing assignments. However, students who are successful in earning the maximum number of points tend to submit writing assignments that fall in the following ranges:

Undergraduate courses: 350 - 500 words or 1 - 2 pages. Graduate courses: 500 - 750 words or 2 - 3 pages. Doctoral courses: 750 - 1000 words or 4 - 5 pages.

Plagiarism

All work must be free of any form of plagiarism. Put written answers into your own words. Do not simply cut and paste your answers from the Internet and do not copy your answers from the textbook. Be sure to refer to the course syllabus for more details on plagiarism and proper citation styles.

Please answer ONE of the following:

1. What are the steps in preparing a marketing plan?

2. What recent trends make an IMC approach valuable to companies in the marketplace?

3. What are the four types of corporate names?

You Can Do It

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MKT 310 Advertising and Promotions

You have just completed Unit 1 of this course.

You are off to a great start!

Keep up the good work!

Objectives

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MKT 310 Advertising and Promotions

Instructions to Students

Chapter Four The IMC Planning Process

Learning Objectives

Upon successful completion of this chapter, you should be able to:

1. Determine how the three Cs of the IMC planning context can form the basis for an effective advertising program.

2. List categories that are used to identify consumer target markets or market segments.

3. List categories that are used to identify business-to-business market segments.

4. Distinguish how the various approaches to positioning influence the selection of target markets.

5. Analyze how the various marketing communications objectives interact with the other elements of an IMC planning process.

6. Examine the relationships between communications expenditures and company sales.

• Read pages 80-111 of your textbook

• Reference: Integrated Advertising, Promotion, and Marketing Communications, by Kenneth Clow and Donald Baack, 5th edition, 2012

Overview

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MKT 310 Advertising and Promotions

This chapter describes the nature of the integrated marketing communications planning process. It begins with an analysis of the company’s context including a review of customers, competitors and communications. This allows the marketing team to identify potential target markets and position strategies that match those markets. Next, communications objectives may be specified. Finally, a budget designed to achieving the communication objectives is matched with the IMC components that will be employed. In addition, any international considerations must be taken into account.

Key Terms

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MKT 310 Advertising and Promotions

The key terms listed below are terms with which you should be familiar. Write your definition below each item. Check your answers at the end of this chapter.

Market segment:

Market segmentation:

Demographics:

Psychographics:

Threshold effects:

Marginal analysis:

Decay effects:

Meet-the-competition budget:

Payout-planning budget:

Cultural assimilator:

Summary

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MKT 310 Advertising and Promotions

A marketing communication planning program begins with the analysis of the organization’s context including customers, competitors and communications. When the analysis is complete, target markets may be selected in conjunction with product-positioning tactics.

Market segmentation is identifying sets of business or consumer groups with distinct characteristics. Segments must be clearly different, large enough to support a marketing campaign and reachable through some type of media. Consumer groups that can be segmented include those identified by demographics including gender, age, income and ethnic heritage. Markets can also be identified using psychographic, generational and geographic delineations. Geodemographic segmentation combines demographic, psychographic and geographic information together. Other ways to categorize consumers are by the benefits they receive from goods or services and by the ways they use products.

Business-to-business segmentation can be accomplished by targeting business customers by industry, business type, the size of the company, geographic location, usage and customer value calculations. Marketing managers should carefully specify the company’s consumer and business market segments. All other promotions opportunity analysis processes are tied to the identification of key customers.

Product positioning represents the perceptions in consumer minds of the nature of a company and its products relative to the competition. Positioning may be based on product attributes, competitors, product uses or applications, the price-quality relationship, product class or through the association with a cultural symbol.

Self Test

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Multiple Choice Questions (Circle the correct answer)

1. The first step in the IMC planning process is ____________.

a. developing communications objective b. defining the firm’s target market c. analysis of the company’s context d. an analysis of the product positioning

2. In examining customers during the IMC planning context analysis, the easiest group to study is ____________.

a. potential new customers b. former customers c. current customers d. competitors’ customers

3. In examining customers during the IMC planning context analysis, the reason for studying former customers is to ____________.

a. determine how to improve the firm’s product or service b. determine which customers a firm should seek c. determine which target group has the highest potential d. understand why they defected

4. The second phase of an analysis of the company’s context is examining ____________.

a. the target market and positioning b. communications c. competitors d. customers

5. The following are methods of segmenting consumer markets EXCEPT _____________.

a. psychographics b. industry size c. generations d. demographics

Self Test

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6. The product positioning strategy based on how a product is used is the positioning approach of _____________.

a. product attributes b. use or application c. price-quality relationship d. competitors

7. A communications budget is based on _____________.

a. a targeted level of return on investment b. both communication and marketing objectives c. communication objectives d. marketing objectives

8. Which method of developing marketing communications budget is often used in highly, competitive markets where rivalries between competitors are intense?

a. meet the competition b. what we can afford c. percentage of sales d. objective and task

9. Managers who do not recognize the benefits of marketing may be most inclined to use which method of communications budgeting?

a. percentage of sales b. payout planning c. what we can afford d. meet the competition

10. In terms of ad spending by media in the United States, the largest category is ____________ at 43.6 percent.

a. the Internet b. magazines c. television d. newspapers

Answer Keys

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MKT 310 Advertising and Promotions

Key Term Definitions

Market segment: A set of businesses or group of individual customers with distinct characteristics.

Market segmentation: Identifying specific groups (target markets) based on their needs, attitudes and interests.

Demographics: Population characteristics such as gender, age, educational levels, income and ethnicity.

Psychographics: Patterns of responses that reveal a person’s activities, interests and opinions (AIO).

Threshold effects: The point at which an advertising or promotional program has begun to affect customer responses.

Marginal analysis: A model that shows when additional expenditures on advertising and promotions have an adverse affect on profits.

Decay effects: Declines in advertising effectiveness that occur when advertising stops and consumers begin to forget about the company.

Meet-the-competition budget: A communications budget in which expenditures are raised or lowered to match the competition.

Payout-planning budget: A budgeting method that establishes a ratio of advertising to sales or market share.

Cultural assimilator: A person who is familiar with the local language and culture of a given country who is employed to help marketing efforts in that particular region.

Answers to Self Test

Answer Keys MKT 310 Advertising and Promotions

44

1. c

2. c

3. d

4. c

5. b

6. b

7. b

8. a

9. c

10. c

Notes

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Objectives

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MKT 310 Advertising and Promotions

Instructions to Students

Chapter Five Advertising Management

Learning Objectives

Upon successful completion of this chapter, you should be able to:

1. Specify the essential ingredients in advertising campaign management, including the role of advertising.

2. Calculate when a company should employ an external advertising agency rather than completing the work in-house.

3. Characterize the steps that are completed as part of advertising campaign management.

4. List the primary goals of advertising.

5. Pinpoint the key elements of an advertising budget.

6. Explore issues in the media selection process.

7. Determine how a creative brief facilitates effective advertising.

• Read pages 112-139 of your textbook

• Reference: Integrated Advertising, Promotion, and Marketing Communications, by Kenneth Clow and Donald Baack, 5th edition, 2012

Overview

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MKT 310 Advertising and Promotions

This chapter focuses on advertising campaign management, which is the process of preparing and integrating an advertising program with the overall IMC message. One element is developing the message theme which outlines the key idea(s) the advertising campaign conveys. Chapters 6 and 7 describe advertising design processes including deciding on the leverage point to use, the major appeal in the advertising campaign and the type of executional framework to use.

A leverage point is the key element in an advertisement that taps into, or activates, a consumer’s personal value system—a value, idea or concept. The appeal is that the approach used to design the advertisement that attracts attention or presents information to consumers is done through the use of humor, fear, sex, logic or emotions. The executional framework explains how the message will be delivered. Methods include the slice-of-life approach, fantasies, dramatizations and ads constructed using animation.

Key Terms

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MKT 310 Advertising and Promotions

The key terms listed below are terms with which you should be familiar. Write your definition below each item. Check your answers at the end of this chapter.

Message theme:

Leverage point:

Appeal:

Crowdsourcing:

Focus group:

Top choice:

Pulsating schedule of advertising:

Flighting schedule of advertising:

Support:

Constraints:

Summary

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MKT 310 Advertising and Promotions

Effective advertising requires matching a noticeable message with appropriate media. Every aspect of a company’s activities including company business cards, stationery, brochures, advertisements and commercials should spell out the organization’s identity and image. The goal of an IMC program is to make sure all of these elements speak with the same voice. Customers must clearly understand the nature of the company, its goods and services and its methods of doing business.

This chapter reviews the advertising management process. Effective advertising is more likely to occur when the firm has a well-defined mission statement and targets its energies in the direction of creating goods or services to meet the needs of a target market. Then, an integrated marketing communications program can build on the central theme pursued by those in the firm. Advertising management begins with deciding whether an in-house department or group should develop advertisements or whether an external advertising agency should be retained. When choosing an external agency, the company’s leaders establish clear steps to lead to the best chance that the optimal agency will be selected. The steps include (1) spelling out and prioritizing organizational goals, (2) carefully establishing quality selection criteria, (3) screening firms based on those criteria, (4) requesting references from firms that are finalists, (5) performing background checks, (6) requesting creative pitches, (7) making an on-site visit to get to know those in the agency and (8) offering and finalizing a contract.

Common selection criteria used in selecting agencies include: (1) the size of the agency matching the size of the company, (2) relevant experience, (3) no conflicts of interest, (4) production capabilities, (5) quality creative capabilities,(6) suitable media purchasing skills, (7) other services that can be rendered as needed, (8) client retention rates and (9) a good chemistry between those in the company and those in the agency. Carefully utilizing these criteria increases the odds of a match between the company and the agency, which heightens levels of success.

Within the advertising agency, the account manager performs the functions of soliciting accounts, finalizing contracts and selecting creatives to prepare advertising campaigns. Account executives are go-betweens who mediate between the agency and the client company. Account executives also help client organizations refine their IMC messages and programs. Creatives prepare advertisements and are guided by the creative brief. This document spells out: (1) the objective of the promotional campaign, (2) the target audience, (3) the message theme, (4) the support and (5) the constraints. The message theme is an outline of the key idea(s) that the program is supposed to convey. The constraints include logos, warranties, disclaimers or legal statements that are part of various advertisements.

Advertising management is an important ingredient in the success of an integrated marketing communications program. A quality ad that garners the attention of people in the target audience, makes a key memorable point and moves buyers to action is difficult to prepare. At the same time, company officials and market account executives know that designing effective ads with tangible results is a challenging but necessary activity. It is important to go through every step of the process carefully to help the company achieve its marketing goals in both the short and long term.

Self Test

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Multiple Choice Questions (Circle the correct answer)

1. A boutique-type advertising agency ____________.

a. offers a wide array of services b. is designed to handle smaller accounts c. offers one or a few specialized service or works with one type of client d. serves in-house clients

2. A media service company ____________.

a. handles direct marketing efforts b. negotiates and purchases media packages c. negotiates contract rates between the agency and the client d. negotiates pay rates for creatives and advertising performers

3. The following are important evaluation criteria that should be considered in selecting an advertising agency, EXCEPT _____________.

a. size of the agency b. conflicts of interest c. governmental regulations d. relevant experience of the agency

4. Which individual works closely with the account executive to schedule the various aspects of the agency’s work to ensure the work is completed by the target deadline?

a. traffic manager b. media planner c. media buyer d. account planner

5. The person who develops and produces the actual advertisement is the _____________.

a. account planner b. account executive c. creative d. media planner

Self Test

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6. Discovering the major selling idea for a good or service is part of which component of advertising research?

a. general pre-planning input b. consumer-oriented research c. product-specific research d. quantitative research

7. Predicting consumer behavior by concentrating on the motives of purchasing involves using a(n) _____________.

a. product-specific research approach b. anthropological approach c. sociological approach d. psychological approach

8. For a brand to have a high level of brand equity, it must have all of the following EXCEPT ______________.

a. top choice status b. brand parity status c. top-of-mind status d. high level of brand awareness

9. A flighting schedule of advertising ______________.

a. involves alternating levels of advertising from a high to low amount b. involves advertising during certain times of the year with no advertising at other times c. involves continuous advertising with bursts of higher intensity d. is level throughout the year

10. In terms of advertising allocation, a continuous campaign schedule is best for products that have _____________.

a. peak seasons at certain times in the year and are not purchased at all during other times of the year b. steady sales throughout the year c. a high level of fluctuating demand d. peak seasons but do sell throughout the entire year

Answer Keys

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Key Term Definitions

Message theme: An outline of key idea(s) the advertising campaign conveys.

Leverage point: The key element in the advertisement that taps into, or activates, a consumer’s personal value system.

Appeal: The approach used to design the advertisement that attracts attention or presents information to consumers through the use of humor, fear, sex, logic or emotions.

Crowdsourcing: Process of outsourcing the creative aspect of an advertisement to the public.

Focus group: A set of consumers or businesspeople who are retained to talk about a particular topic, product or brand.

Top choice: The first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives.

Pulsating schedule of advertising: Continuous advertising with bursts of higher intensity (more ads in more media) during the course of the year.

Flighting schedule of advertising: A schedule whereby companies present ads only during specific times and not at all during other times of the year.

Support: The facts that substantiate the unique selling point of a creative brief.

Constraints: The company’s legal and mandatory restrictions placed on advertisements; they include legal protection for trademarks, logos and copy registrations.

Answers to Self Test

Answer Keys MKT 310 Advertising and Promotions

53

1. c

2. b

3. c

4. a

5. c

6. c

7. d

8. b

9. b

10. b

Notes

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Objectives

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MKT 310 Advertising and Promotions

Instructions to Students

Chapter Six Advertising Design: Theoretical Frameworks and Types of Appeals

Learning Objectives

Upon successful completion of this chapter, you should be able to:

1. Propose how the hierarchy of effects model and a means-ends analysis help an advertising creative design better commercials.

2. Discover how leverage points and taglines increase advertising effectiveness.

3. Interpret the roles visual and verbal images play in advertisements.

4. Name the seven main types of advertising appeals.

5. Determine how fear or humor can be used to create an effective advertisement.

6. Consider reasons why sex plays such a prominent role in advertising.

7. Strategize how music, rationality and scarcity can be used to increase advertising effectiveness.

8. List the primary areas of concern in international advertising.

• Read pages 140-167 of your textbook

• Reference: Integrated Advertising, Promotion, and Marketing Communications, by Kenneth Clow and Donald Baack, 5th edition, 2012

Overview

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MKT 310 Advertising and Promotions

Two major topics are covered in this chapter. The first is the three theoretical approaches to advertising design: the hierarchy of effects model, means-ends theory and visual and verbal imaging. The second topic is to review, in detail, the major appeals used by advertisers. The goal of the account executive and the creative is to select the appeal that has the best chance of leading to the desired outcome or behavior. From there, the actual message content is developed. Before beginning the process of creating the ad, it is important to remember the steps taken up to this point. These are summarized by noting the items in the creative brief.

Key Terms

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MKT 310 Advertising and Promotions

The key terms listed below are terms with which you should be familiar. Write your definition below each item. Check your answers at the end of this chapter.

Hierarchy of effects model:

Means-end chain:

Means-End Conceptualization of Components for Advertising Strategy (MECCAS):

Tagline:

Visual Esperanto:

Advertising appeals:

Severity:

Vulnerability:

Decorative models:

Summary

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MKT 310 Advertising and Promotions

Developing effective advertisements is the culmination of a series of integrated marketing communications efforts. They include knowing the objective of the ad, the target audience the message theme used, the type of support needed and any constraints that apply. Then, a creative must work within the context of key advertising theories in selecting the correct media and designing the leverage point and message appeal that work effectively within each medium. Three important theoretical approaches drive the development of many advertisements. The hierarchy of effects model suggests consumers move through a series of stages as they are persuaded to make a purchase. Although the process probably is not a lock-step model that every buyer follows, the hierarchy of effects approach does provide important information about which mental issues to account for in various advertising campaigns. The hierarchy of effects model can be combined with the three main elements present in attitudes: (1) cognitive, (2) affective and (3) conative components. Ads are designed to influence affective feelings, cognitive knowledge or conative intentions to act or behave based on an attitude. A means-end chain displays the linkages between a means to achieve a desired state and the end or personal value at issue. Advertisers can select personal values that mesh with the key characteristics of the target market and then construct ads designed to provide them the means to achieve these ends by purchasing the good or service. These ideas help the creative develop a leverage point to move the buyer from understanding the product’s benefits to incorporating those benefits with his or her personal values.

Visual and verbal issues should also be considered in the formation of an ad. Concrete visual images are easily recognized and recalled. Abstract images may be linked with values or emotions the product creates or the feeling the buyer should experience that may be associated with the product or company. Visual elements are key components in almost every form of advertising. Verbal elements must reach the more rational, central route of the audience’s mental processing procedures.

Beyond these components, advertising creatives must form messages using one (or more) of the seven major appeals: (1) fear, (2) humor, (3) sex, (4) music, (5) rationality, (6) emotions or (7) scarcity. Just as there are logical combinations of media, there are logical combinations of these appeals for various messages. Often, music is the backdrop for messages invoking fear, humor, sex and emotions. Humor can be linked with sex, music rationality (by showing how being illogical is silly or funny) and scarcity. Rationality combines with fear in many commercials. The goal of the creative is to design a message argument that takes advantage of the various characteristics of these appeals, breaks through clutter and convinces the audience to buy the item involved.