- Identify and describe the 5 goals of advertising.
There are five main goals of advertising. The first goal is getting the attention of the consumer. This means that an advertiser needs to use readable print inside of their advertisements along with colors, diagrams, and pictures. It is also a good idea to use a strong headline for your advertising print. Therefore, the advertiser needs to make sure that their statement attracts the attention of the people that they want to buy their products. The second goal is prompting immediate action. This means that the advertiser wants people to immediately want to buy their products. Sometimes it is a good idea to include a coupon or a free trial of the product to entice the customer to want to buy the product even more. The third goal is to replace customers that the company could have lost. The more advertisements that a company does, the more customers that they are going to have buying their products. The fourth goal is to build sales and profits. This is one of the most important goals of advertising. People are going to want to try the products or services before they decide if they want to buy the products or services again. When this people are happy with the products, they are going to tell their friends and family. The fifth goals is to build awareness of a brand. This is going to be especially true for small businesses.
- Describe the hierarchy of effects model?
The hierarchy of effects model is there is a stage for which marketers must achieve their communication goals. There are six main stages involved in the hierarchy of effects model. The first stage is awareness. This means that the marketer needs to build awareness for the target audience that might be unaware of the object. This could be in the form of recognizing a name with a simple message that will repeat the name of the product. The second stage is knowledge. Once the targeted audience is aware of the product, they are going to need to know more. This means that the marketer is going to tell them more about the brand name and what the brand name stands for. The third stage is liking. This is the part of the goals where the members are going to know the product so the marketer will need to know how they feel about the product. Therefore, if there is something that the member does not like, then the marketer can fix the problem with the product. The fourth stage is preference. This is where the marketer needs to promote the quality, value, performance, and other features of the product in order to get the members to like the product more. The fifth stage is conviction. The marketer needs to convince the member to buy the product. The sixth stage is purchase. The marketer will need to offer the product for a lower price so that the member is going to be more willing to buy the product.
- List the components of a media plan.
There are three main components of a media plant. The first component is defining the marketing problem. This is referring to if a person knows where their business is coming from and where the potential for increased business will be. This means that the person will need to know which markets is going to give them the greatest opportunity along with how the product is used. The second component is translating the marketing requirements into attainable media objectives. A person will need to figure out whether or not they need direct mail or mass media like newspaper or radio to reach their customers. The third component is defining a media solution by formulating media strategies. There are certain schedules that work best with different media. Usually a print is going to run about three times in the newspaper before it is noticed. Then radio advertising needs to run at certain times of the day in order to be effective.
- Describe 3 of the 7 types of appeals.
The first one of the advertising appeals is the humor appeal. This is an excellent way for getting and keeping the attention of the audience. This is because it causes the consumers to watch, laugh, and remember the advertisement. It is often used to capture and hold the attention of the audience. The consumers are really going to enjoy the funny ads. The second one of the advertising appeals is the sex appeal. This helps the advertiser to break through some of the clutter of other advertisers. The use of the sex appeal is increasing more and more every day. This means that sex icons will be placed inside of an advertisement. The goal of this type of appeal is to affect a person’s subconscious. Most of the time, the women are going to respond more favorably. It can be used to sell a wide variety of products. The third one of the advertising appeals is the music appeals. This is going to help the consumer to connect with emotions and memories when they hear the advertisement. It helps to gain the attention of the consumer and they can recall the advertisement a lot better. This is because it is going to be stored in a person’s long term memory.
- Describe the three exposure hypothesis.
The three exposure hypothesis is the minimum number of exposures needed for the advertising to be effective. This means that the media schedules will not be effective if they deliver fewer than three exposures to the advertising vehicle. The first exposure is when a consumer is confronted with an advertisement, they will think “What is this?” The second exposure is when the consumer will think, “What of it?” The third exposure is when the consumer will remember of what they thought of the first two exposures and it will jog their memory. This means that the advertisement is going to be more effective.
- Describe the advantages and disadvantages of TV advertising.
There are several advantages and disadvantages of TV advertising. The first advantage is that it allows the product to reach a broader amount of people. This can be done through a regional and national level. Therefore, it is not going to take a long time for this to happen. The second advantage is that it can convey the message with sounds and visuals. The third advantage is that local cable network channels and independent stations can reach a large number of local people. The fourth advantage is certain people like housewives, younger adults, and children will be targeted with the different channels. The fifth advantage is there is a complete flexibility and selectivity options to the customers so they that can choose their desired product offered by a variety of different companies. The sixth advantage is that the television advertisements can convince consumers to buy their products by attracting the consumers through the advertisements. The first disadvantage is that it cost a lot of money to do this type of advertising. The second disadvantage is that if the advertisement is too short, then it is not going to give out a lot of details about the product. The third disadvantage is these types of advertisements involves a very complicated procedure. This is because the advertisement needs an advertising agency, video editors, actors, and a scriptwriter.
