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Eternal Family > Advertising Entrance Exam > Flashcards

Advertising Entrance Exam Flashcards

1
Q

Subliminal Advertising

A

a signal or message designed to pass below the normal limits of perception

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2
Q

Stereotyping

A

generalizations, or assumptions, that people make about the characteristics of all members of a group, based on image (often wrong) about what people in that group are like.

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3
Q

Social Marketing

A

seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good.

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4
Q

Viral Marketing

A

techniques that use pre-existing social networking services and other technologies to try to produce increases in brand awareness or to achieve other marketing objectives

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5
Q

Wants, Needs, and Desire

A

what drives consumers to buy

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6
Q

Puffery

A

when advertisers make general or vague claims about a product that cannot be proven or disproven (legal)

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7
Q

Relevance

A

How closely the elements of your ad campaign match what a person seems to be looking for.

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8
Q

Definition of Advertising

A

paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience

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9
Q

Federal Trade Commission (FTC)

A

operated by the U.S. federal government and is in place “to prevent business practices that are anticompetitive or deceptive or unfair to consumers”

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10
Q

Slogan

A

catchy statement to define a brand, flexible

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11
Q

Tagline

A

catchy statement to define a product, not flexible

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12
Q

Product Placement

A

Placing a product in television shows, movies, or other popular media so that consumers notice and think higher of it

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13
Q

Marketing Mix

A

Product
Price
Place
Promotion

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14
Q

Promotional Mix

A

Advertising
Public Relations
Sales Promotions
Direct Marketing

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15
Q

Consumers

A

person who buys or uses products for his or her personal use in order to satisfy his or her needs, wants, and desires

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16
Q

Media Planner

A

selects the most effective media in terms of vehicle and location

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17
Q

Strategist & Researcher

A

research and find insights that can help create the strategy

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18
Q

Account Management

A

the liaison between the advertising agency and the client. They handle all of the affairs of the client and they make sure the marketing objectives are met and that the agency stays within the budget.

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19
Q

Account Planner

A

uses various research techniques to gain information, knowledge, and insights about the target market to that consumer centered advertising can be produced

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20
Q

Copywriter

A

produces the words to go with the vials created by the art director

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21
Q

Art Director

A

produces the visual elements of the advertising campaign and are skilled at creating advertising for all of the forms of media

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22
Q

Specialized Agencies

A

Agencies that only advertise for a certain type of client or product, or specialize in a certain ability

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23
Q

Creative Boutiques

A

Agencies that concentrate entirely on the development and execution of creative. They usually hire both art directors and copywriters.

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24
Q

Full-Service Agencies

A

Agencies that provide the five major functions of an ad agency–account management, research, creative, account planning, media planning and buying are considered full-service agencies.

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25
Q

Digital Technologist

A

design websites, establish social media presence, manage company blogs, create apps etc.

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26
Q

Social Media Strategist

A

establish social media presence

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27
Q

Quantitative Research

A

explaining phenomena by collecting numerical data that are analyzed using mathematically based methods, particularly statistics

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28
Q

Qualitative Research

A

involves collecting, analyzing, and interpreting of data by observing what people do and say and then providing an in-depth description

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29
Q

Primary Research

A

New research that is conducted to answer specific questions not answered in secondary research

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30
Q

Secondary Research

A

uses information that has already been gathered from outside sources and is published in books, newspapers, magazines, trade publications, government reports, academic journals, and any number of online indexes

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31
Q

Survey Research

A

used to determine, with a known level of accuracy, detailed and personal information about large populations

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32
Q

In-depth Interviews

A

a one-on-one, face-to-face interview in which the researcher asks open-ended questions and records the respondents’ responses.

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33
Q

Focus Groups

A

meeting of a small group of individuals who are guided through a discussion by a trained moderator. The goal of the focus group is to get beyond superficial answers and uncover insights on consumer attitudes and behavior.

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34
Q

Friendship Groups

A

a combination of the focus group and the in-depth interview. Interviews a group of 3-4 people who are friends and know each other well

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35
Q

Ethnographic Research

A

This is a systematic market research observing customers in their own environment using products and services.

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36
Q

Demographics

A

statistical data relating to the population and particular groups within it.

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37
Q

Strategic Planning

A

used to form objectives based off of research

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38
Q

Strategic Research

A

used to find insights about the target market

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39
Q

Creative Concept

A

the big idea

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40
Q

Execution

A

creating ads out of the big idea

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41
Q

Four Color Printing

A

CMYK

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42
Q

Headlines

A

very important, must be concise, remember they are the first thing the reader sees, make them good!

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43
Q

Copy

A

conventional, simple, casual writing used by copywriters

44
Q

Spot Color

A

any color generated by an ink (pure or mixed) that is printed using a single run

45
Q

Full Bleed

A

ensures that no unprinted edges occur in the final trimmed document.

46
Q

Hard Sell

A

uses a direct “reason why” approach that informs the headline, body copy and visual components of the advertisement, all of which focus attention on how the consumer can directly benefit from using the advertised product

47
Q

Soft Sell

A

more subtle and indirect. Instead of emphasizing rational benefits, such ads attempt to influence the consumer by evoking positive emotional responses that are then associated with the advertised brand or service

48
Q

Public Relations

A

the professional maintenance of a favorable public image by a company or other organization or a famous person.

49
Q

Sales Promotion

A

designed to be used as a short-term tactic to boost sales

50
Q

Push Strategy

A

marketer attempts to take their products to the consumer, or make sure product information is “pushed” toward the consumer

51
Q

Pull Strategy

A

Promotions are used to motivate consumers to seek out and request the product and either place an order or make a purchase.

52
Q

SWOT

A 
an evaluation tool used to determine a business' viability in the marketplace
Strengths
Weaknesses
Opportunities
Threats
53
Q

Objectives

A

state what the advertising will accomplish in a given period of time

54
Q

Strategies

A

foundation on which every other aspect of the campaign is built

55
Q

Tactics

A

specific means advertisers employ to meet the campaign’s goal

56
Q

Features

A

exact characteristics of a product

57
Q

Benefits

A

the emotional and such results that come from a product’s features

58
Q

Consumer Insight

A

the life values that direct the decisions that your target market makes when buying products

59
Q

Brand Insight

A

what will make the brand different or unique compared to all other brands in that category

60
Q

Positioning

A

strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.

61
Q

Target Audience

A

all of the people who can be reached or influenced by the advertisers’ message

62
Q

Target Market

A

consists of the individuals who are most likely to buy the product

63
Q

Market Segmentation

A

involves dividing a broad target market into subsets of consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them.

64
Q

Situation Analysis

A

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

65
Q

Creative Brief

A

the campaign strategy and the key creative executions are spelled out in detail in a document called the creative brief

66
Q

Rosser Reeves

A

cofounded Ted Bates & Co. advertising agency in NYC where he pioneered the TV commercial.
Believed every product has a single benefit that makes it unique/superior.

67
Q

Leo Burnett

A

considered to be one of the most creative men in advertising. “The Jolly Green Giant” “The Keebler Elves” “The Pillsbury Dough boy”
founded Leo Burnett company which is huge now. Delivered “When to take my name off of the door” speech.

68
Q

Jack Trout

A

Jack Trout is an owner of Trout & Partners, a consulting firm. He is one of the founders and pioneers of positioning theory and also marketing warfare theory.

69
Q

David Ogilvy

A

Talented researcher and writer
Founded advertising agency Hewitt, Ogilvy, Benson & Mather in New York City in 1948 and in 1965. It turned into Ogilvy and Mather.
Four Pillars:
1. Great Research-Everything starts with great research.
2. Professional Discipline-look after your clients and teach young advertising people to be great advertisers
3. Creative brilliance-he preached, “Unless your advertising is based on a BIG IDEA, it will pass like a ship in the night.”
4. Get results for your clients-make the cash registers ring.

70
Q

The Media Planner

A

translate the marketing objectives into a media plan

71
Q

Aperture

A

The ideal moment for exposing consumers to advertising message

72
Q

Flighting

A

timing pattern in which commercials are scheduled to run during intervals that are separated by periods in which no advertising messages appear for the advertised item

73
Q

Pulsing

A

Pulsing combines flighting and continuous scheduling by using a low advertising level all year round and heavy advertising during peak selling periods

74
Q

Continuous

A

consumers of good or service are continuously reminded of it, even during periods its sales are insignificant or unlikely

75
Q

Frequency

A

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

76
Q

Reach

A

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

77
Q

Share

A

the percentage of the televisions tuned into a particular program based only on the televisions actually in use

78
Q

Media Vehicle

A

refers to a specific method (like digital, radio, newspaper etc) of media used by a business to deliver advertising messages to its target audience

79
Q

A Medium

A

vehicle by which the message is delivered

80
Q

Media Mix

A

the combination of all media used in an advertising plan

81
Q

Cost per Thousand (CPM)

A

the cost of a particular medium to deliver the advertising message to 1000 people or homes. Gives media professional a way to compare prices

82
Q

Nielsen (formerly Arbitron)

A

the audience measurement systems developed by Robert F. Elder and Louis F. Woodruff and sold to Nielsen Company, in an effort to determine the audience size and composition of television programming in the United States. Also collects listener data on radio broadcasting audiences

83
Q

People Meter

A

an audience measurement tool used to measure the viewing habits of TV and cable audiences

84
Q

Billboards

A

large outdoor displays intended for viewing from extended distances by passing cars and pedestrians

85
Q

Transit

A

basically advertising on transportation vehicles

86
Q

Retail Advertising

A

the planning and process of selling goods or services directly to consumers.

87
Q

Brand Advertising

A

the practice of creating a name, symbol or design that identifies and differentiates a product from other products

88
Q

Direct Response Advertising

A

urges the consumer to respond directly to the advertiser by taking some action such as using a coupon, or visiting a website

89
Q

Institutional Advertising

A

designed to build a business’s reputation in the minds of the public

90
Q

Business-to-Business Advertising

A

advertising efforts directed toward other businesses rather to individual consumers. Business-to-business advertising may involve the promotion of products such as copier machines, or services such as human resources consulting or logistics, that are primarily designed for businesses.

91
Q

Consumer Advertising

A

directed at the ultimate consumers of the products

92
Q

Consumer Market

A

creating and selling products, goods and services to individual buyers, as opposed to trying to appeal to businesses

93
Q

Reseller Market

A

wholesalers who sell their products to other resellers or retailers who sell their products to end users

94
Q

Institutional Market

A

Larger buyers (such as hotels, hospitals, schools, and universities) who purchase goods and services for use in the production of their own goods or services.

95
Q

Co-op Advertising

A

the sharing of costs for locally placed advertising between a retailer or wholesaler and a manufacturer

96
Q

Storyboards

A

plan a tv commercial

97
Q

Scripts

A

written version of what actors will say

98
Q

Network

A

where television programs are generated from a centralized location

99
Q

Affiliate

A

the stations that networks air their programs through

100
Q

Syndication

A

content that has been purchased with the purpose of showing it on local television stations

101
Q

Sponsorship

A

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

102
Q

Spot Advertising

A

the commercials that appear during the breaks between shows and are sold by the local affiliates on a spot by spot basis

103
Q

Consumer Behavior

A

the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives

104
Q

Deceptive Advertising

A

Advertising that leads consumers to believe something that is untrue.

105
Q

Media Strategy

A

a series of actions selected some several possible alternatives to best achieve the media objectives

106
Q

Psychographics

A

all of the psychological factors that make up a person, such as values, attitudes, personal beliefs, hobbies, behaviors, etc.

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