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Eternal Family > Ad Final > Flashcards

Ad Final Flashcards

1
Q

Advertising Plans Book

A

The book that describes in detail the research that was conducted, the advertising objectives, a complete target market analysis and competitor analysis, the insights found, the campaign strategy, the creative strategy and executions, any promotions, a media plan, and a campaign evaluation plan.

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2
Q

Exec Summary

A

short summary of the ad campaign

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3
Q

Situation Analysis

A

evaluation of the internal and external factors of the company and brand that assist in making future advertising decisions

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4
Q

SWOT

A 
evaluaties a business's viability in the marketplace.
Strengths
Weaknesses
Opportunities
Threats
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5
Q

Advertising Plan

A

the plan that is used to reach the objectives desired to promote the company

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6
Q

Strategy

A

foundation on which every other aspect of the campaign is built

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7
Q

Creative plan

A

“How Statement” How will the strategy come to life through the creative executions?

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8
Q

Sales Promotion

A

the section of the plans book that contains a complete description of any and all integrated marketing communications that will be used in the campaign.

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9
Q

Media Plan

A

Includes media strategies, schedules, and budget summary

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10
Q

Evaluation

A

final step in the plans book–how the advertising plan will be evaluated for effectiveness

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11
Q

ROI

A

return on investment. Divide net profit by total assets

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12
Q

Creative Roles

A

delivers a relevant selling message in an unexpected manner

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13
Q

Creative Strategy

A

the overlaying theme the creative executions will take throughout the campaign–the foundation message you want to get across to the market.

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14
Q

Big Idea

A

What all your creative is based off of, VERY important!

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15
Q

Hard Sell

A

Using straightforward facts to sell a product

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16
Q

Soft Sell

A

Using emotions to put a product in a positive light

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17
Q

Lecture

A

like a college professor-facts, data, and needed information

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18
Q

Message Approaches

A

Thinking Approaches: Straightforward, demonstration, lecture, comparison, problem/solution
Feeling Approaches: Drama-dialogue

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19
Q

Straightforward Factual

A

uses no emotions, tricks, excitement or humor

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20
Q

Demonstration

A

shows the product being used

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21
Q

Comparison

A

contrasts product with that of other brands

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22
Q

Problem/Solution

A

bring up problem, show that advertiser’s plan is the solution

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23
Q

Slice of Life

A

combines the elements of a problem/solution and a drama approach but uses a “typical person” or “average Joe” to talk about a problem they’re having and how the advertiser’s brand solved the problem

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24
Q

Spokesperson/Endorser

A

this approach uses a celebrity, spokesperson, or an expert in the field who uses their name or title to add credibility to the brand

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25
Q

Teasers.

A

this approach teases and tempts the consumers without identifying the product directly so the consumers will listen to the rest of the ad or seek out additional information

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26
Q

Creative Department

A

contains copywriters and art directors (and creative directors)

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27
Q

Writing Effective Copy

A

Talk like you’re having a conversation! Record and listen to yourself. Use contractions and short sentences. It’s ok to start sentences with “and” or “but,” and end them with prepositions. Use common words, even slang. Ask questions. Write in an active voice. Only mimic our speaking though, not replicate it exactly.

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28
Q

Headlines

A

key element in print advertising-sometimes only part of ad that people read

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29
Q

Purpose of Headlines

A

communicates the creative concept

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30
Q

Types of Headlines

A

direct benefit, indirect benefit, factual, command how to, news, puzzle/curiosity, questions, associations, humor

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31
Q

Other Types of Copy

A

Subheads, taglines, slogans, body copy

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32
Q

Body Copy

A

the main chunk of text with all of the information

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33
Q

Characteristics of Radio Ads

A

typed in two columns: left-describes the source of sound and is written in all capital letters, right-gives the content of the message and it is written in upper and lower case paced directly across from the source

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34
Q

Conversational Style

A

Write like you’re talking

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35
Q

Elements of Radio Ads

A

voice, music, sound effects

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36
Q

Radio Ad Length

A

10, 20, 30, or 60 seconds (90 words in 30 second radio spot)

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37
Q

Characteristics of TV Ads

A

storyboard, usually 8-10 frames for a 30 second commercial.

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38
Q

Elements of TV Ads

A

Video, audio, talent/casting, setting & props

39
Q

The Television Storyboard

A

the visual plan of the television commercial that illustrates selected frames to communicate how the story will look, develop, and flow

40
Q

Visual Communication

A

A picture is worth 1000 words. Our society depends on pictures.

41
Q

Types of Color

A

RGB
CMYK
Full Bleed

42
Q

Typography

A

The typography should match the tone of the ad. Serrif and san serif

43
Q

The Different Layout Styles

A

picture window, all art, panel big type, circus, frame, Mondrian, silhouette, band, axial

44
Q

Optical Center

A

where the viewer looks first when looking at the ad

45
Q

The Design Principles

A

balance, unity, contrast, repetition, eye flow, focal point, white space, simplify, optical center, color, font (serif or san serif), text alignment,

46
Q

Broadcast Media

A

the process of transmitting sounds and images electronically through TV, radio, or interactive media

47
Q

Television Systems

A

Network-where television programs are generated from a centralized location
affiliates-small group of stations that networks are aired through

48
Q

Types of Television Advertising

A

Network Advertising-sold by one of the five networks
Local Advertising-for companies located in the area
Participations-shown as part of the program
Spot-the commercials that appear during breaks between shows

49
Q

Measuring TV Audiences

A

Nielson

50
Q

Television Advertising Advantages

A 
Sight, sound, and motion-makes it interesting, entertaining, and memorable
emotion
creativity
formats and targeting
creativity
demonstration
51
Q

Television Advertising Disadvantages

A

Flexibility-so expensive that changing the message is hard
Clutter
Tracking-the measure of viewers doesn’t measure who is ACTUALLY watching the TV.

52
Q

Radio Systems

A

AM-came first, lower quality than FM, longer waves
FM-higher quality than AM, shorter waves
Satellite-broadcast primarily to cars over large distances
Web Radio-audio that is packaged and mimics radio

53
Q

Types of Radio Advertising

A

Produced-ads that are professionally produced by an ad agency
Straight Read-no dialogue/characters, just read by a good, strong voice
Live Reads-radio personality reads an ad live on the air from a script/fact sheet
Endorsement-the radio personality personally recommends an advertiser’s product or service, often done live

54
Q

Radio Advertising Advantages

A

Communicate when the target is ready to shop
Local Appeal
Targeting-can target people based on what music they are listening to
Cost
Speed and Flexibility
Visual Imagery

55
Q

Radio Advertising Disadvantages

A

Inattention
Clutter
Lack of visuals
Scheduling

56
Q

Types of Online Advertising

A

Pay per click
Pay per impression-advertiser pays every time website gets 1000 visitors
Pay per action-advertiser pays when consumer buys or submits something
Display-banner ads etc.
Search Engine-ads that appear at the top of search engine results
Video Ads-Youtube and stuff
Social Media Network

57
Q

Online Advantages

A 
Targeted
Two-way conversation
Easy to track
Feedback
Cost Effective
58
Q

Online Disadvantages

A

Clutter
The ignore factor
Not everyone uses the Internet
Competition

59
Q

Types of Magazine advertising

A

Display ads-take up part of a page
Spreads-cover multiple columns or pages, usually double-page span
Advertorials-designed to look like an article in the magazine

60
Q

Magazine Advertising Advantages

A

Targeted
Long Life
Pass-Along Readers
High Production Quality

61
Q

Magazine Advertising Disadvantages

A

Long lead time
Clutter
High cost
Inflexibility

62
Q

Types of Out-of-Home Ads

A 
Billboards
-bulletins (ones you're used to)
-wallscapes
-digital
-mobile
Street Furniture
Transit
63
Q

Out-of-Home Ads Advantages

A

Compliments other ads
Constant exposure
Low CPM
Flexibility

64
Q

Out-of-Home Ads Disadvantages

A

Low exposure time
Brief message
Can be considered clutter

65
Q

Types of Alternative media

A

Movie Theaters
Product Placement
Point of Purchase (P0P) Remember the soda box creations at Smith’s
Everything Else

66
Q

Media Planning

A

a series of decisions made to determine what the best means of delivering ads to prospective buyers is

67
Q

Aperture

A

the ideal time that a potential customer is the most susceptible to receiving an advertising message

68
Q

Reach

A

a measurement of the number of people exposed, at least once, to an advertising message

69
Q

Frequency

A

the number of times an individual is exposed to an advertising message

70
Q

CPM

A

Cost per thousand

71
Q

Impressions/Exposure

A

Exposure: those people who report watching a particular TV show or listening to a particular radio station at a given time
Impressions: the sum of exposures for all media

72
Q

Rating Points

A

number of viewers of a television show captures expressed as a percentage

73
Q

Calculating Cost Per Thousand

A

CPM=(the cost of the ad)/(Impressions) x 1000

74
Q

Continuity

A

media dollars are scheduled at the same amount each month throughout the campaign

75
Q

Pulsing

A

a combination of the continuous and flighting strategies: media dollars are spent continuously throughout the campaign, but during certain times of the year the spending spikes while at other times it drops

76
Q

Flighting

A

media dollars are spent in a pattern with periods of intense spending followed by periods with no spending

77
Q

Sales Promotion

A

direct incentives offered to consumers, for a limited time, to encourage immediate sales-short term

78
Q

Advertising vs. Promotions Similarities &

Differences

A

Similarities: both generate/increase sales and meet objectives
Differences: Advertising focuses on long-term results. Advertising is emotional, sales promotions are rational.

79
Q

Purposes of Promotions

A 
Build awareness
Create interest
Provide information
Stimulate demand
Reinforce the brand
80
Q

Push Strategy

A

marketer attempts to take their products to the consumer, or information is “pushed” toward the consumer i.e. POP displays

81
Q

Pull Strategy

A

promotions are used to motivate consumers to seek out and request the product. i.e. TV commercials

82
Q

The different types of Sales Promotions

A

Price deals, Flash sales (limited time), Buy more/save more, coupons, samples, contests, sweepstakes, games, premiums-tangible product given for free with purchase

83
Q

Trade Promotions

A

technique aimed at increasing demand for products in retail stores based on special pricing, display fixtures, demonstrations, value-added bonuses, no-obligation gifts, and more

84
Q

Point-of-Purchase Displays

A

POP- just remember the soda box creations at Smith’s on holidays and the Super Bowl.

85
Q

Sponsorship

A

advertisers that sponsor a program on television accept part of the responsibility for the production costs of that program

86
Q

Event Marketing

A

the activity of designing or developing a themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization

87
Q

Loyalty Programs

A

Based on purchases, consumers collect points, miles, inches, or other items that can be redeemed for awards

88
Q

Licensing

A

renting or leasing of an intangible asset. It is a process of creating and managing contracts between the owner of a brand and a company or individual who wants to use the brand in association with a product, for an agreed period of time, within an agreed territory

89
Q

What to do when pitching

A 
Start strong
Speak up
Be entertaining and have fun
Face the audience
Look good
Show your personality
Smile
Move
Make eye contact
Know your cues and respect your time
Take turns speaking with your partners
Should flow like a story
Be unique
90
Q

What not to do when pitching

A 
Don't read or talk to the slides
No "umms"
Don't "wing it"
Don't announce your mistakes
Don't have overly loud music
Don't stand in front of the slides
91
Q

The hook

A

Start of strong! Capture your audience’s attention and pull them into the presentation!

92
Q

Presentation slides

A

Make the slides look great
Select legible fonts and make them large enough to see
Use quality visuals, but don’t use too many
Use color
No more than 4-6 bullet points, show them one by one
Only talk about the slide you are on
No big paragraphs
Imbed videos
Limit animations
Be consistent
Less is more

93
Q

Wizard of Ozing

A

Be more awesome than people expect! Be exceptional and unbelievable! Don’t show anyone the “man behind the curtain.”

94
Q

drama

A

dialogue between characters

Eternal Family (7 decks)

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