Advertising Flashcards
_____________ is aimed to long term building of positive attitudes by “turning” consumers toward the brands while ______________ is aimed at short term tactical goal of “moving forward” brand sales now>
advertising, promotion
Advertisers are trying to find as many effective ____________ as possible to get their message across to consumers.
touchpoints
The best form of feedback a company can get regarding their effectiveness of marketing and communication is _____________________________
their product being bought
Most brands offer the same set of attributes is the definition of
brand parity
The comptetitive environemnt is now more _____
global
In the acronym SMART, the A stands for
Attainable
The communication process consists of information flow through: sender, encoding, transmission device, ________________, and receiver.
decoding
The process of examining factors from the organization’s internal and external environments is called a ___________ analysis.
situational
The channel through which a product moves consists of a the producer, wholesaler, ___________ , and consumer.
retailer
The feelings that consumers and business have about an organization and its brand is the corporation’s ________.
image
Keeping a consistent message while incorporating new elements is an example of:
rejuvenating an image
Which type of corporate name reveals what a company does?
overt
Which type of corporate name does not reflect the company’s goods or services?
iconcalstic
Going away from the previous brand message while incorporating new elements is an example of:
rejuvenating an image
Corporate logos on products help with in-store shopping because:
logos are easily recognized by shoppers
Logos should have stimulus codeability. This refers to:
consensually held meanings among customers
A brand has __________ seconds to make contact with the consumer when
3
When Procter and Gamble introduces a new laundry detergent with a different brand name to go along with its existing brand Tide, then this is an example of creating a _________.
Flanker brand
The Nike “Swoosh” symbol is an example of a:
Logo
During an infromation search for purchasing alternatives, the first step is:
internal search
In a B2B buying situation, if a company
decides to evaluate alternatives instead of
renewing their contract with the existing
vendor, then this would be an example of :
Modified rebuy
A person’s educational level combined with specific knowledge about a product category determines the:
ability to search
When Maya decides she needs some new clothes, she will spend considerable time comparing the various brands and will often go to several retail stores. Maya has a(n):
high level of shopping enthusiasm
The cognitive component of an attitude are:
the mental images and understanding
A simulation of the knowledge structures embedded in an individual’s brain is called:
cognitive maps
The inept set is the set of brands:
that are part of a person’s memory, but not considered because they elicit negative feelings
Didi carefully considers price, sound quality, and the size a new surround system. The sound quality is the most important factor, followed by the price. The evaluation model being used by Didi is:
multi attribute
Despite being 62 years old, Claire likes to wear clothes designed for younger age groups and drive her new red convertible sports car. This is an example of the consumer buyer behavior trend of:
Age complexity
Each of the following would be examples of the consumer buyer behavior trend of cocooning, except:
taking a pleasure cruise
In conducting a communication market analysis, Digital Lifestyles discovered that most computer compaies treated teens like all other market sements. This finding would likely occur during the examination of:
opportunities
The perception created in the consumer’s mind regarding a company’s products relative to the competition is:
Product positioning
The following are examples of typical communication objectives, except:
identify competitors is not, but encouraging repeat purchases, raise awareness, enhance firm image, and change customer beliefs or attribute is.
The early effects of advertising campaign may be minimal, but over time gain momentum. This phenomena of gain after the initial period is called:
threshold effect
Basing a budget on what other companies are spending on advertising and communication is which method?
meet the competition
VALS = Values, attitudes, and ________
lifestyles
When conducting research for the situation analysis, it is always a good idea to start with _________ research.
secondary
Market segment is a group with _________ characteristics
distinct
Marketing to generational cohorts relies on _________ experiences and events that create bonds between people who are in the same age group:
Common
The _________ analysis is used when segmenting by product usage.
HML
The first step in a purchase decision in the hierarchy of effects model is:
awareness
A conflict of interest would be present if the:
ad agency already represents a similar product
Visual elements of an advertisement are stored in the brain as:
both pictures and words
In a means-end chain for milk, the calcium content of milk leads to healthier bones, which leads to a display of wisdom and a comfortable life free of osteoporosis. The fact that milk has calcium represents which component of the means-end chain?
product attribute
The key to creating a successful visual Esperanto advertisement is creating something that transcends cultures, through an:
image
In a means end chain, the end state refers to _______>
Customer values
Advertising agencies offer each of the following advantages except:
better understanding of the product and how it is used by consumers
When BMW motorcycle advertisements began targeting females, the initial impact was minimal, but after some time passed the ads began to have an impact on inquiries by females and later on sales revenues. This illustrates:
Carryover effects
In the 75-15-10 rule, the 75 percent percent represents the:
money spent on media time or space
crowdsourcing is the process of:
outsourcing the creative aspect of an advertisement to the public
communication
Transmitting, receiving, and processing
information
receivers
The intended audience for a message
senders
The person(s) attempting to deliver a message or
idea
feedback
The information the sender obtains from the
receiver regarding the receiver’s perception or interpre-
tation of a message
encoding
The verbal (words, sounds) and nonverbal (ges-
tures, facial expressions, posture) cues that the sender
utilizes in dispatching a message
noise
Anything that distorts or disrupts a message
transmission devices
All of the items that carry a mes-
sage from the sender to the receiver
integrated marketing communications (IMC)
The coordination and integration of all marketing communi-
cations tools, avenues, and sources in a company into a
seamless program designed to maximize the impact on
customers and other stakeholders
marketing mix
The elements of a marketing program,
including products, prices, places (the distribution sys-
tem), and promotions
standardization
A program in which a firm features uni-
form products and market offerings across countries with
the goal of generating economies of scale in production
while using the same promotional theme
brand parity
What occurs when there is the perception that
most goods and services are essentially the same
adaptation
What takes place when products and market-
ing messages are designed for and adapted to individual
countries
contact point
Any place where customers interact with or
acquire additional information about a firm
involvement
The extent to which a stimulus or task is rel-
evant to a consumer’s existing needs, wants, or values
affect referral
A purchasing decision model in which the
consumer chooses the brand for which he or she has the
strongest liking or feelings
need for cognition
A personality characteristic of an
individual who engages in and enjoys mental activities.
enthusiasm for shopping
Customers who like to shop
will undertake a more in-depth search for details about
goods and services
buying center
The group of individuals who make a pur-
chase decision on behalf of a business
attitude
A mental position taken toward a topic, person, or
event that influences the holder’s feelings, perceptions,
learning processes, and subsequent behaviors
straight rebuy
A repurchase from a supplier during which
no alternatives are considered
modified rebuy
A situation in which the company’s
buying center considers and evaluates new purchasing
alternatives
values
Strongly held beliefs about various topics or concepts
new task
A purchase in which the company buys a good
or service for the first time or the product involved
is one with which organizational members have no
experience
cognitive maps
Simulations of the knowledge structures
embedded in an individual’s mind
evoked set
The set of brands a consumer considers during
the information search and evaluation processes
inept set
The part of a memory set that consists of the
brands held in a person’s memory but are not considered
because they elicit negative feelings
derived demand
Demand based on, linked to, or gener-
ated by the production and sale of some other good or
service
inert set
The part of a memory set that consists of the
brands the consumer has awareness of but has neither
negative nor positive feelings about
dual channel marketing
Marketing virtually the same
goods or services to both consumers and businesses
product-specific research
A form of communications
research that seeks to identify key product characteris-
tics that become selling points
consumer-oriented research
A form of communica-
tions research that seeks to discover the context of a
product’s use through anthropological, sociological, or
psychological analysis
target-market research
A form of communications
research that identifies the recipients of a planned com-
munications campaign
focus group
A set of consumers who talk about a particu-
lar topic, product, or brand in front of a moderator or
panel who tracks consumer comments and ideas
market segment
A set of businesses or group of indi-
vidual customers with distinct characteristics
market segmentation
dentifying specific groups (target
markets) based on needs, attitudes, and interests
demographics
Population characteristics such as gender,
age, educational levels, income, and ethnicity
psychographics
Patterns of responses that reveal a per-
son’s activities, interests, and opinions (AIO)
geo-targeting
Marketing appeals made to people in a
geographic area or region
product positioning
The perception in the consumer’s
mind of the nature of a company and its products rela-
tive to the competition
benchmark measure
Starting points that are studied in
relation to the degree of change following a promotional
campaign
percentage-of-sales budget
form of communications
budgeting in which budgeting is based on sales from the
previous year or anticipated sales for the next year
meet-the-competition budget
A communications bud-
get in which expenditures are raised or lowered to match
the competition
“what we can afford” budget
A communications bud-
get that is set after all of the company’s other budgets
have been determined or while the other budgets are
set; communications money is allocated based on what
company leaders feel they can afford to spend
objective-and-task budget
A communications budget in
which management first lists all of the communications
Advertising campaign management
s the process of
preparing and integrating a specific advertising program in con-
junction with the overall IMC message.
Three theoretical approaches to developing an advertising campaign
hierarchy of effects model and a means-end chain (a third possible visual and verbal elements)
Hierarchy of Effects model is sequential and suggest that there are six steps a consumer moves through when making a purchase
Awareness, knowledge, liking, preference, conviction, the actual purchase
Means-End Theory
ad should contain a message (or means) that leads the consumer to a desired end state (personal value)
MECCAS
Means–End Conceptualization of Components for Advertising
Strategy
Visual Esperanto
the universal language that makes global advertising possible for any good or service, advertising recognizes that visual images are more powerful than verbal descriptions and transcends
cultural differences
Threshold effects
occur at the point in which the advertis-
ing program begins to have a significant impact on consumer responses
The impact of advertising expenditures is affected by:
- The communications goal
- Threshold effects
- Diminishing returns
- Carryover effects
- Wear-out effects
- Decay effects
Diminishing returns
Visual and verbal imaging
dual coding process & visuals tend to be remembered better than words beacuse images arouse the senses
visual processing is stored as
both pictures and words
advantages of in-house advertising
- Lower costs
- Consistent brand message
- Better understanding of product
and mission - Faster ad production
- Work closer with CEO
- Lower turnover rate in the creative
team
Advantages of Outside Agency Advertising
- Reduce costs
- Greater expertise
- Outsider’s perspective
- Access to top talent
75-15-10 Rule
75% - Media buys
15% - Creative work (agency)
10% - Ad production
Diminishing returns
ampaigns reach a point of saturation where further expenditures
have a minimal impact.
carryover effects
wear-out effects
n
advertisement or particular campaign simply becomes “old” or “boring.”
decay effects
When a company stops advertising, consumers often begin to forget the message
Steps in Selecting an Advertising
Agency
- Set goals.
- Select process and criteria.
- Screen initial list of applicants.
- Request client references.
- Reduce list to two or three viable agencies.
- Request creative pitch.
Advertising Campaign
Parameters
- Advertising goals
- Media selection
- Tagline
- Consistency
- Positioning
- Campaign duration
Most common advertising goals
- To build brand awareness
- To inform (or provide information)
- To persuade
- To support other marketing efforts
- To encourage action
When building brand awareness, successful brands posses what?
Top-of mind -When consumers are asked to identify brands that quickly come to mind from a
product category, one or two particular brands are nearly always mentioned.
top choice - A top choice brand is the first or
second pick when a consumer reviews her evoked set of possible purchasing alternatives
tagline
the key phrase in an advertisement (memorable, conveys uniqueness, consistency across platforms, shorter than in the past)
VARIABILITY THEORY
the variable encouding occurs when a consumer sees the same advertisement in different environments
Product positioning
consistent positioning avoids ambiguity, message stays clear and understandable
length or duration of a campagn
long enough to embedded in long-term memory, but so long to become stale. Typical length is 6 months, but can vary.
Basic components of the Creative Brief
- The objective
- The target audience
- The message theme
- The support
- The constraints
Creative brief
a document to guide in the production of an advertising campaign or for a specific commercial. A creative strategy.
creative brief objective
identifies the objective of the advertising campaign that guides the design choices of execution
Creative Brief Message Theme
an outline of key idea(s)
* Unique selling point
* “Left brain” advertisement
– Logical, rational side of brain
– Manages numbers, letters, words, concepts
– Use rational appeal
* “Right-brain” advertisement
– Emotional side of brain
– Manages abstract ideas, images, feelings
– Use emotional appeal
Creative Brief Support
facts that substantiate the message theme
creative Brief constraints
every legal and mandatory restriction placed on advertisements
* Legal and mandatory restrictions
* Corporate restrictions
* Disclaimers
International Implications
- 62% of advertising budgets spent outside of U.S.
- Two major differences
– Process of agency selection
– Preparation of international advertising campaigns - Preplanning research varies
- Understanding of languages and cultures
- Media selection varies
