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ABT Above the line (advertising) Above the line (ATL) is an advertising technique using mass media to promote brands Major above the line techniques include TV and radio advertising, print advertising.
Above the line (ATL) is an advertising technique using mass media to promote brands Major above-the-line techniques include TV and radio advertising, print advertising and internet banner ads This type of communication is conventional in nature and is considered impersonal to customers It differs from BTL (Below the line), that believes in unconventional brand-building strategies, such as direct mail The ATL strategy makes use of current traditional media: television, newspapers, magazines, radio, outdoor, and internet The term comes from accountancy and is to with the way in which Procter & Gamble, one of the world’s biggest clients, were charged for their media in the 1950s and 1960s Advertising agencies made so much commission from booking media for clients that the creative generation and actual production costs of making TV ads was free - hence above the line Everything else they paid for and was therefore below the line Since then, models have changed Clients are no longer charged for their media in that way so the term has changed Loosely, above the line still means mass media However the media landscape has shifted so dramatically that advertisers have reconsidered the definitions of mass media For example, the proliferation of TV channels means that there is a far smaller likelihood that millions of people will be watching the same commercial at the same time than that a similar number will walk past the same communication in Wal-Mart Obviously the Internet is the one remaining mass communication channel But when people engage with internet advertising it is usually because they are responding to highly targeted content-driven websites But can these really be called mass media? Just because it’s on the internet doesn’t mean the whole world will look at it Increasingly, the skills learnt in below the line advertising such as specific targeting and specification of communication are being used in mass media, particularly the internet But really, the terms above and below the line are becoming less and less relevant when we talk about advertising Largely above the line is used as a qualitative statement rather than a strategic one Agencies still often define themselves as above the line These tend to be the ones that think that they still have a monopoly over brands and ideas but more and more they are finding that this is not the case BTL Below the line (advertising) In organisational business and marketing communications, Below the line (BTL) is an advertising technique It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc than Above the line (ATL) strategies These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates More recently, agencies and clients have switched to an 'Integrated Communication Approach.' BTL is a common technique used for "touch and feel" products (consumer items where the customer will rely on immediate information rather than previously researched items) BTL techniques ensures recall of the brand while at the same time highlighting the features of the product Through the line (TTL) refers to an advertising strategy involving both above and below the line communications in which one form of advertising points the target to another form of advertising thereby crossing the 'line' An example would be a TV commercial that says 'come into the store to sample XYZ product' In this example, the TV commercial is a form of 'above the line' advertising and once in the store, the target customer is presented with 'below the line' promotional material such as store banners, competition entry forms etc BTL = Below the line ALT = Above the line •Above-the-line phương tiện truyền thông mà đại lý quảng cáo nhận hoa hồng từ từ quan truyền thông không gian thời gian bán cho khách hàng •Belowe-the-line phương tiện truyền thông mà đại lý quảng cáo không nhận hoa hồng ABOVE-THE-LINE Print (báo, tạp chí) Boardcast (TV, radio) Position or display (quảng cáo trời phương tiện truyền thông) Rạp chiếu phim BELOW-THE-LINE Tài liệu bán hàng (sales literature): Là tài lịêu in ấn chứa thông tin sản phẩm Các loại hình tư liệu bán hàng: - To rơi (leaflet) - Folder - Pamphlet (cuốn sách nhỏ chứa tư liệu hướng dẪN sử dụng…) - Booklet - Brochure - Catalog (mô tả chi tiết nhiều mẫu mã hàng hoá giá cả) Vật liệu trưng bày (point of sale display material) POS sử dụng để thu hút khách mua hàng siêu thị với mục đích nhắc nhỡ kích thích hành vi mua hàng * Các loại hình POS: - Poster - Dispenser (dụng cụ phân phối xà nước, ly nhựa…) - Illuminated display (dụng cụ trưng bày chiếu sáng) - Mobiles (các vật treo trần nhà dãy) - Dummy (người nộm) - Display stand (vật liệu trưng bày tiêu chuẩn ) - Showcard (là mảnh giấy cứng namecard có in thơng điệp bán hàng) - Display outler (sắp xếp sản phẩm thành cách trưng bày) - Above the line: quảng cáo đại chúng - Below the line: phương pháp quảng cáo trực tiếp (direct marketing?) Thường, phương án chiến lược triển khái theo công thức 4P: Produit (product): Nhấn mạnh cấu trúc sản phẩm, đạng sản phẩm (cũ, mới), thức bao bì, đóng gói Prix: Các phương thức định giá sản phẩm Place (distribution): Phân phối, cách thức chọn kênh phân phối, trung gian phân phối Promotion: Khuyến mãi, khuyến trương, doanh nghiệp chọn phương tiện truyền thơng để đua hình ảnh sản phẩm doanh nghiệp đến người tiêu dùng 6 yếu tố quan trọng direct marketing – DOCMOC (SG tiếp thị gợi ý đọc “độc mộc” !) Database : sở liệu khách hàng Offer: chào hàng Creative: sáng tạo Media: phương tiện giao tiếp Organizing: tổ chức thực Customer Service: dịch vụ khách hàng direct marketing (thực số từ từ tiếng Anh thôi, không nên gọi thuật ngữ) Direct Response Advertising: quảng cáo có phúc đáp (những quảng cáo yêu cầu người nhận thơng tin làm việc - cắt phiếu trả lời chẳng hạn) Direct mail : gửi thư trực tiếp Mail order: đặt hàng qua thư Door-to-door marketing: tiếp thị tận nhà Tele-marketing: tiếp thị từ xa (“từ xa” liên lạc trực tiếp với khách hàng, điện thoại chẳng hạn, để làm tất công việc liên quan marketing không chào hàng hay giới thiệu sản phẩm) Technical terms: thuật ngữ share of value: thị phần tính theo $$$ share of volume: thị phần tính theo lít, kg etc market size: độ lớn thị trường Spot: mẩu QC tv, thông thường 30Sec TVC: TV commercial, thuật ngữ nói quảng cáo TV Print Ad: Qc báo Insert: trang QC báo Inside back cover: trang qc báo, nằm phía tờ bìa Outside back cover: trang qc tờ bìa ROP: run of page: trang qc báo bình thường, nằm bên Strip: giống foot note winword, nằm phía tờ báo SOV: share of voice: dùng để đl lường coi brands có nhiểu spots air lúc giải lao kênh truyền hình Outside Front Cover: Trang bìa đầu tiên, ngồi (bìa 1) Inside Front Cover : Trang bìa thứ hai, (bìa 2) Inside Back Cover: Trang bìa thứ ba, (bìa 3) Outside Back Cover: Trang bìa thứ tư, ngồi (bìa 4) Above the line “Above the Line” is the term commonly used for advertising for which a payment is made and for which commission is paid to the advertising agency Methods of above the line advertising include television and radio, magazines, newspapers and Internet Ad hoc market research Ad-hoc research focuses on specific marketing problems It involves the collection of data at one point in time from one sample of respondents Added value Added value refers to the increase in worth of a product or service as a result of a particular activity In the context of marketing, the added value is provided by features and benefits over and above those representing the “core product” Advertising Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor Advertising budget The total amount of money that a marketer allocates for advertising over a period of time After-sales service The services received after the original goods or services have been paid for Often this service is provided as part of a warranty or guarantee scheme Agent Part of the distribution channel An agent is effectively a wholesaler who represents buyers and sellers on a relatively permanent basis, performs only a few functions and does not take title to goods Ambush marketing A deliberate attempt by a business or brand to associate itself with an event (often a sporting event) in order to gain some of the benefits associated with being an official sponsor without incurring the costs of sponsorship For example by advertising during television coverage of the event Ansoff matrix A model used in strategic marketing planning The Ansoff Product/Market matrix model links marketing strategy with the general strategic direction of a business It maps four potential product-market strategies - e.g market penetration, product development, market development and diversification - on a matrix showing new versus existing products along one axis and new versus existing markets along the other Available market The total group of customers who have an interest in a interest in a product or service, have access to it, and have the ability to buy it Awareness Advertising or other promotional activity (e.g public relations) whose primary purpose is to increases general knowledge of the company, and to make people feel more positive towards it Below the line “Below the line” is a term commonly used to refer to non-media advertising or promotion when no commission has been paid to the advertising agency This includes direct mail, point of sale displays, and other sales promotions Benefit segmentation Benefit segmentation relates to the process of dividing a market based on the specific benefits consumers seek from a product For example, some car buyers want safety and security from their car, while others look for comfort or speed A car manufacturer, therefore, has to decide which benefits to offer – and how these benefits should be communicated to the customer Boston Group Matrix A means of analysing and categorizing the performance of business units in large diversified firms by reference to market share and growth rates It was developed by the Boston Consultancy Group (BCG) Brand A brand is the specific type of the product form A brand – represented by a brand name, symbol, design, logo, packaging – is the identity of a particular product form that customers recognise as being different from others Brand building Developing a brand's image and standing with a view to creating long term benefits for brand awareness and brand value Brand equity Brand equity refers to the value of a brand Brand equity is based on the extent to which the brand has high brand loyalty, name awareness, perceived quality and strong product associations Brand equity also includes other “intangible” assets such as patents, trademarks and channel relationships Brand extension Brand extension refers to the use of a successful brand name to launch a new or modified product in a new market Virgin is perhaps the best example of how brand extension can be applied into quite diverse and distinct markets Brand image Brand image refers to the set of beliefs that customers hold about a particular brand These are important to develop well since a negative brand image can be very difficult to shake off Brand loyalty A strongly motivated and long standing decision to purchase a particular product or service Brand recognition A customer's awareness that a brand exists and is an alternative to purchase Breakeven Breakeven is achieved when total contribution is equal to total fixed costs Addition contribution earned after this point becomes profit Break-even pricing Setting a price to achieve break-even on the costs of making and marketing a product (direct costs) Breakeven is achieved when the total contribution from sales priced in this way at least equal the fixed costs of the business Build share A strategy based on the Boston Matrix Here the company can invest to increase market share (for example turning a "question mark" into a star) Business portfolio The business portfolio is the collection of businesses and products that make up the business Business to business Marketing activity directed from one business to another (as opposed to a consumer) This term is often shortened to “B2B” Buying behaviour Buying behaviour concerns the process that buyers go through when deciding whether or not to purchase goods or services Buying behaviour can be influenced by a variety of external factors and motivations, including marketing activity Cash Cows A term used in the Boston Group Matrix Cash cows are low-growth businesses or products with a relatively high market share These are mature, successful businesses with relatively little need for investment They need to be managed for continued profit - so that they continue to generate the strong cash flows that the company needs for its Stars Channel conflict Disagreement among members of a distribution channel about who should be paid what and what roles each should play Channel conflict often occurs when a business uses a multi-channel approach to distribution Cognitive dissonance Cognitive dissonance is an customer effect commonly observed after a major purchase whereby the customer feels uncertainty about whether the purchase should have been made Postpurchase promotion (particularly advertising) has a role to play to reduce the incidence and effect of cognitive dissonance Combination brand A combination brand name brings together a family brand name and an individual brand name The idea here is to provide some association for the product with a strong family brand name but maintaining some distinctiveness so that customers know what they are getting Competitive advantage A competitive advantage is a clear performance differential over the competition on factors that are important to customers Competitor benchmarking Competitor benchmarking compares customer satisfaction with the products, services and relationships of the business with those of key competitors Consumer buyers Consumer buyers are those who purchase items for their personal consumption Consumer durables Consumer durables have low volume but high unit value Consumer durables are often further divided into White goods (e.g fridge-freezers; cookers; dishwashers; microwaves) and Brown goods (e.g DVD players; games consoles; personal computers) Consumer markets Consumer markets are the markets for products and services bought by individuals for their own or family use Continuous market research Continuous research involves interviewing the same sample of people, repeatedly Contribution Contribution per unit can be defined as selling price less variable costs Overall contribution is the difference between total sales revenues and variable costs Core product The set of problem-solving or need-meeting benefits that customers are buying when they purchase a product Customers are rarely prepared to pay a premium for these elements of a product Cost leadership A strategy of producing goods at a lower cost than the competition This usually requires the business to enjoy higher economies of scale or have some kind of productivity advantage Cross-selling Using a customer’s buying history to select them for related offers, e.g a car alarm for new car buyers Customer demand Consumer demand is a want for a specific product supported by an ability and willingness to pay for it Customer loyalty Feelings or attitudes that incline a customer either to return to a company, shop or outlet to purchase there again, or else to re-purchase a particular product, service or brand Customer need A need is a basic requirement that an individual wishes to satisfy Customer satisfaction The provision of goods or services which fulfil the customer’s expectations in terms of quality and service, in relation to price paid Customer wants A want is a desire for a specific product or service to satisfy the underlying need Decline stage The last stage of a product's life cycle, during which sales fall rapidly Demographic segmentation Demographic segmentation consists of dividing the market into groups based on variables such as age, gender family size, income, occupation, education, religion, race and nationality Depth interview A lengthy, one-to-one structured interview, examining in detail a consumer's views about a product Differentiation A marketing strategy aimed at ensuring that products and services have a unique element to allow them to stand out from the rest Direct mail The delivery of an advertising or promotional message to customers or potential customers by mail Direct marketing The planned recording, analysis and tracking of customer behaviour to develop a relational marketing strategies Direct response advertising Direct response advertising is that which incorporates a contact method such as a phone number, address and enquiry form, web site URL or e-mail address This is done with the intention of encouraging the recipient to respond directly to the advertiser by requesting more information, placing an order etc The use of this technique on television is commonly referred to as DRTV advertising Distribution channel The network of organisations necessary to distribute goods or services from the manufacturers to the consumers; the distribution channel therefore potentially consists of manufacturers, distributors, wholesalers, and retailers Distributors Companies that buy and sell on their own account but tend to deal in the goods of only certain specified manufacturers Divest A strategy based on the Boston Matrix Here the company can divest the SBU by phasing it out or selling it - in order to use the resources elsewhere (e.g investing in the more promising "question marks") Dogs A term used in the Boston Group Matrix Unsurprisingly, the term "dogs" refers to businesses or products that have low relative share in unattractive, low-growth markets Dogs may generate enough cash to break-even, but they are rarely, if ever, worth investing in Early adopters People who choose new products carefully and are often consulted by people from the remaining adopter categories Early majority People who adopt products just prior to the average person E-commerce The use of technologies such as the Internet, electronic data exchange and industry extranets to streamline business transactions Endorsement The promotion of some kind of product recommendation or affirmation, usually from a celebrity, implying to the potential customer that a product is good Expansionistic pricing Expansionistic pricing is a more exaggerated form of penetration pricing and involves setting very low prices aimed at establishing mass markets, possibly at the expense of other suppliers Under this strategy, the product enjoys a high price elasticity of demand so that the adoption of a low price leads to significant increases in sales volumes Extinction pricing Extinction pricing has the overall objective of eliminating competition, and involves setting very low prices in the short term in order to ‘under-cut’ competition, or alternatively repel potential new entrants Family brand name A family brand name is used for all products By building customer trust and loyalty to the family brand name, all products that use the brand can benefit Family life cycle The stages of family life based on demographic data that are useful in defining the markets for certain goods and services Each group has its own specific and distinguishable needs and interests Fast-moving consumer goods Fast-moving consumer goods are those that sell in high volumes, with low unit value, and have fast consumer repurchase Good examples include ready meals, baked beans, newspapers etc Focus group A small group of sample customers who are brought together into a group discussion to measure their response to a marketing stimulus such as a new brand or product Forecasting The process of estimating future demand by anticipating what buyers are likely to under a given set of marketing conditions (e.g economic confidence, disposal income, pricing levels) Franchising The selling of a licence by the owner (franchisor) to a third party (franchisee) permitting the sale of a product or service for a specified period In business format franchising the agreement will involve a common brand and marketing format Many service businesses are operated under franchise include well-known brands such as Burger King, KFC and KwikPrint Full cost pricing Full cost plus pricing seeks to set a price that takes into account all relevant costs of production Gender segmentation The segmentation of markets based on the sex of the customer The cosmetic industry is a good example of widespread use of gender segmentation Geographic segmentation Geographic segmentation divides markets into different geographical units Going-rate pricing A pricing strategy that sets price largely based on the prices of competitors Growth stage The stage at which a product's sales rise rapidly and profits reach a peak, before levelling off into maturity Harvest A strategy based on the Boston Matrix Here the company reduces the amount of investment in order to maximise the short-term cash flows and profits from the SBU This may have the effect of turning Stars into Cash Cows Hold A strategy based on the Boston Matrix Here the company invests just enough to keep the SBU in its present position Labelling Packaging information that can be used for a variety of promotional, informational and legal purposes Laggards The group of consumers who are typically last to buy a new product Late majority People who are quite sceptical about new products but eventually adopt them because of economic necessity or social pressure Lifestyle Lifestyle is a person’s pattern of living as expressed in his or her activities, interests and opinions Lifestyle segmentation Lifestyle segmentation of a market is based on identifying lifestyle characteristics of customers that enable target customer groups to be identified Many businesses now segment their markets by lifestyles, as these are increasingly seen as good predictors of consumer behaviour Most companies use off-the-shelf research-agency classifications (such as the Target Group Index), because of the high cost and complexity of developing their own Logo A graphic, usually consisting of a symbol and/or group of letters that identifies a company or brand Top of Mind Top-of-mind refers to the most likely company, person, news story, or brand that a person will think of when given a certain topic Think of the psychological test where you are given a word and need to say the first word that enters your mind The resulting word, is top-of-mind This is one of the most important states to achieve for brand identity A company strives to make its brand identity top-of-mind Let's play: POP = Point of Purchase (from customers’ point of view) POS = Point of Sales (from sellers’ point of view) POSM = Point of Sale Materials POSM is the advertising materials that are used to communicate brand information to the consumers at the POP/POS places and is part of the BTL campaign platform essentially POP and POS are the same place/point (two sides of the same coin) in a retail environment POP is said from the consumers point of view while POS is from the sellers point of view POP is usually the specific point from which the consumers purhcase the product in a retail environment In case of a super market the shelf, cash counter etc are the POP those places are also the POS as i told above POSM is the advertising materials that are used to communicate brand information to the consumers at the POP/POS places and is part of the BTL campaign platform POSM includes Buntings/Streamers, Posters, Dangler, Dummy Pack (enlarged, reduces), Shelf Branding, Shelf Talker, Leaflets & Leaflets Dispenser, Wobblers etc POSM hiểu đơn giản vật phẩm, tặng phẩm branding để hỗ trợ cho chương trình, kiện nhằm mục đích quảng bá VD: Leaflet, Poster, Standee, Banner, Backdrop, ... thư Door-to-door marketing: tiếp thị tận nhà Tele -marketing: tiếp thị từ xa (“từ xa” liên lạc trực tiếp với khách hàng, điện thoại chẳng hạn, để làm tất công việc liên quan marketing không chào... television coverage of the event Ansoff matrix A model used in strategic marketing planning The Ansoff Product/Market matrix model links marketing strategy with the general strategic direction of a business... customers or potential customers by mail Direct marketing The planned recording, analysis and tracking of customer behaviour to develop a relational marketing strategies Direct response advertising