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Copywriting and Layout > 2 > Flashcards

2 Flashcards

1
Q

Direct Marketing

A

Includes web, social, tv, magazine… any medium.
The most measurable.
Big demand from clients, huge potential for growth, excellent pay.

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2
Q

Direct Mail Benefits

A

Clients put in most money here. Measurable ROI, Ability to retain customers, reaches the right audience.

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3
Q

Direct Marketing Definition

A

A database-driven process of directly communicating with target customers or prospects using any medium to obtain a measurable response or transaction via one or multiple channels.
Marketing directly from manufacturer or wholesaler to the consumer. (no intermediary/retailer)

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4
Q

Four key areas to direct marketing

A

catalog, direct mail, telemarketing, and direct-response advertising

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5
Q

Three key elements needed for direct marketing

A

offer, response mechanism, and measurability

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6
Q

One-to-one communication

A

Direct Marketing

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7
Q

LTV

A

Lifetime Value - keep customers beyond the first sale

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8
Q

CRM

A

Customer Relationship Management - Don’t just keep the customer, make the most of the relationship from beginning to end

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9
Q

acquisition and retention

A

Getting new customers then keeping them

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10
Q

Advantages of Direct Marketing

A

Purchase not restricted to location, marketer controls product until delivery, easier to evaluate its effectiveness, flexibility in form and timing, personalization, talk to people not at them, focuses on sales, relevant customer info

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11
Q

Disadvantages of Direct Marketing

A

Market to people online giving up secret information ex: baby story, leak gifts to receivers etc.
Consumers reluctant to purchase (can’t touch the product or try it on)
Credit card numbers unsafe online.
Annoyances associated with Direct Marketing.
Unable to reach everyone in marketplace.

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12
Q

Merge and a purge

A

clear/transition database due to transient audiences, people that die etc.

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13
Q

Offer

A

Give the customer something - motivate them to act, incentives, free trial, samples, discounts etc.

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14
Q

Response mechanism

A

Give the customer a war to respond immediately

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15
Q

Measurability

A

Test what worked and what didn’t.
What is the response rate? - generally low (2%)
What characteristics are most successful?
Which offers do people like the most?

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16
Q

Direct Mail Formats

A 
Self-Mailer (no envelope, lower response rate but costs less)
Direct Mail package (in an envelope)
Dimensional Mailer (box or tube etc.)
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17
Q

Advantages of Direct Mail

A

Tells a story, engages attention, personalization, builds feedback, reaches the unreachable.

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18
Q

Disadvantages of Direct Mail

A

Expensive (printing and postage), negative perception, mailing list, response rate, vulnerability

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19
Q

Catalogs

A

multiple page, direct mail publication, shows a variety of merchandise

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20
Q

Past behavior is

A

the best predictor of future behavior

watch what people do not what they say

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21
Q

Telemarketing two categories

A

inbound- someone calls the telemarketer

outbound- cold call from the telemarketer

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22
Q

direct response advertising

A

Has an offer, has response methods and is measurable. Can be tv, radio, print etc.

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23
Q

5 major success

A 
1 don't let creativity get in the way
2 sell benefits not features
3 make an offer
4 urgency, give timeline
5 appeal to core values/universal motivators
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24
Q

Direct mail components

A 
outer envelope (the most important part)
letter
brochure
lift note
business reply envelope or card
application (depending on client)
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25
Q

Out of home advertising

A

Out of home provides an alternative that can’t be turned off or thrown away in the clutter. No room for featured benefits, has negative image (environmentally), hard to measure effectiveness, not all markets are large enough to offer out of home.
Keep it short, simple, creative, focus on one idea.

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26
Q

Interactive

A

web sites, online ads, emails, cds
big bucks in search engine optimization (measurability)
two way communication - getting closer to the real conversation

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27
Q

Intranet and Extranets

A

Intranet - internal communication system that connect employees
Extranets - communications system that connect a company and its employees to key external stakeholders

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28
Q

Branding

A

Found a need and made a promise to consumers.

A brand is a collection of perceptions in the mind of the consumer.

29
Q

Slogans

A

theme line, tag line, memorable, appear near the logo or as a sign off not as a headline.

30
Q

Neologism

A

Making up a new word/name

31
Q

Alternative Media

A

unconventional, surprising, memorable
encounter - effect - impression
Concerned with the impact
Very Creative

32
Q

Word of mouth

A

most persuasive advertising there is

Buzz, Viral, guerilla

33
Q

DM mission

A

To motivate the target audience to take a specific action

34
Q

AIDA

A

attention, interest, desire, and action

35
Q

Six Common Direct Marketing Communication Tools

A 
Direct mail with coupon, 800#, URL
Print ad with coupon, 800#, URL
TV commercial with 800#, URL
Radio spot with 800#, URL
Web site with e-mail, 800#, and e-commerce capabilities
Online ad with click-through
36
Q

branding

A

A set of assets (or liabilities) linked to a brand’s name and symbol that adds to (or subtracts from) the value provided by a product or service

37
Q

neologism

A

invented words

38
Q

TV commercial formats

A 
Problem/Solution
Demonstration
Slice-of-Life
Testimonial/Endorsement
Presenters
Vignette
Jingle
39
Q

characteristics of good TV spots

A

A major selling feature or benefit
A selling proposition that is relevant to the intended audience
A strong opening to capture attention (first 3 seconds)
An appropriate presentation (problem/solution, demonstration, spokesperson, etc.)
Opportunities to showcase the product (it should be the star; show it often and end with it)
A good fit between the audio and visual
A way to involve the viewer with the product

40
Q

TV development steps

A

scripts, storyboards

41
Q

scripts, storyboards

A

Has unique 2-column manuscript format manuscript format

Each cell/frame represents a major scene in the script

42
Q

databases

A

Store consumer characteristics and response/transaction patterns
Enable direct marketing efforts to be highly targeted

43
Q

80/20 rules

A

80% of repeat business comes from 20% of your customers

For direct marketers, that means know your customer well and keep making offers

44
Q

response mechanisms

A

Give the customer a way to respond immediately

45
Q

tools of direct marketing

A

catalog, direct mail, telemarketing, and direct-response advertising

46
Q

measurability

A

Statistically analyze what worked and what didn’t

47
Q

lifetime value

A

Keep customers beyond the first sale

48
Q

direct mail letters

A

A print advertising message for a product or service delivered by mail

49
Q

DRTV

A

Direct response television

50
Q

sales promotion

A

The use of any incentiveby a manufacturer to induce the trade(wholesalers and retailers) and/or consumersto buy a brand and to encourage the sales forceto aggressively sell it.

51
Q

push vs. pull

A

Pull: Efforts designed to create demand in the end user or consumer. Can include advertising and promotions such as coupons.
Push: Efforts that “push” the product through the channels so they are available to consumers. These communications are targeted to the sales force and the retailers.

52
Q

promotion objectives

A 
Short term sales boost
Introduce new product
Encourage trial
Retain current customers
Get repeat/frequent/multiple purchases
Build brand equity/awareness/support other media
Pre-empt competitive activity
Increase purchase cost/size
53
Q

promotion strategies

A 
Trial
Loading
Continuity
Usage
Image
54
Q

promotion tactics

A 
Sampling
Coupons
Bonus Packs
Premiums
Continuity Programs
Rebates
Contests/Sweepstakes/Games
Cause-related
Tie-ins
55
Q

point-of-purchase

A

Communication materials in the store or at the point of sale (Displays, Cart ads, Floor decals, Freezer clings, Shelf talkers)

56
Q

out-of-home advertising

A

Short, reminder advertising

Includes outdoor, transit, mobile, and more

57
Q

advantages of out-of-home

A 
Influences customers when they are out and likely to make a purchase decision
TV/Radio/Print are very cluttered
build awareness quickly
powerful presence 
reach specific audiences or audiences near specific locations
lower in cost 
flexible timing 
seen by a lot of people
58
Q

how to write for outdoor

A 
Keep it short (7 words)
Use simple words
Use common, easy-to-read fonts
Use visuals and make them large
Show product visually
Use emotion and humor
Focus on one idea
Don’t be subtle
Be creative
59
Q

branding

A

The process of creating special meaning (brand image) for your product

60
Q

brand names

A

The success of the name is critical to the success of the product
Helps product stand out
Must be appealing, memorable, easy to pronounce

61
Q

slogans

A

Theme line, tagline

62
Q

trade characters

A

Illustrative devices to add memorability or personality to the brand

63
Q

domain names

A

The place where customers can find you on the web (URL, web address)

64
Q

interactive

A

Regardless of the agency or company you work for, you will most likely have to do some interactive writing

65
Q

Internet advertising

A 
Provide brand reminder message
Deliver informational or persuasive message
Drive traffic
Interactive brand experience
New home for “TV commercials”
66
Q

advantages/disadvantages of Internet

A

Relatively inexpensive, Can also deliver business, Advertisers can customize and personalize messages, Can provide sales leads or actual sales

Inability of experts to consistently produce effective ads and to measure their effectiveness, Clutter may even be worse than in other media

67
Q

shape vs. mirror

A

does advertising shape society or merely mirror societal trends?

68
Q

disadvantages of out of home

A

No room for features/benefits
Locations may not be available
May reach people who aren’t interested
Has a negative image (environmentally)
Hard to measure effectiveness• Weather can affect readability
Not all markets are large enough to offer outdoor

Copywriting and Layout (2 decks)

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