Advertising Entrance Exam Flashcards
Subliminal Advertising
a signal or message designed to pass below the normal limits of perception
Stereotyping
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.
Social Marketing
seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good.
Viral Marketing
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
Wants, Needs, and Desire
what drives consumers to buy
Puffery
when advertisers make general or vague claims about a product that cannot be proven or disproven (legal)
Relevance
How closely the elements of your ad campaign match what a person seems to be looking for.
Definition of Advertising
paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience
Federal Trade Commission (FTC)
operated by the U.S. federal government and is in place “to prevent business practices that are anticompetitive or deceptive or unfair to consumers”
Slogan
catchy statement to define a brand, flexible
Tagline
catchy statement to define a product, not flexible
Product Placement
Placing a product in television shows, movies, or other popular media so that consumers notice and think higher of it
Marketing Mix
Product
Price
Place
Promotion
Promotional Mix
Advertising
Public Relations
Sales Promotions
Direct Marketing
Consumers
person who buys or uses products for his or her personal use in order to satisfy his or her needs, wants, and desires
Media Planner
selects the most effective media in terms of vehicle and location
Strategist & Researcher
research and find insights that can help create the strategy
Account Management
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.
Account Planner
uses various research techniques to gain information, knowledge, and insights about the target market to that consumer centered advertising can be produced
Copywriter
produces the words to go with the vials created by the art director
Art Director
produces the visual elements of the advertising campaign and are skilled at creating advertising for all of the forms of media
Specialized Agencies
Agencies that only advertise for a certain type of client or product, or specialize in a certain ability
Creative Boutiques
Agencies that concentrate entirely on the development and execution of creative. They usually hire both art directors and copywriters.
Full-Service Agencies
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.
Digital Technologist
design websites, establish social media presence, manage company blogs, create apps etc.
Social Media Strategist
establish social media presence
Quantitative Research
explaining phenomena by collecting numerical data that are analyzed using mathematically based methods, particularly statistics
Qualitative Research
involves collecting, analyzing, and interpreting of data by observing what people do and say and then providing an in-depth description
Primary Research
New research that is conducted to answer specific questions not answered in secondary research
Secondary Research
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
Survey Research
used to determine, with a known level of accuracy, detailed and personal information about large populations
In-depth Interviews
a one-on-one, face-to-face interview in which the researcher asks open-ended questions and records the respondents’ responses.
Focus Groups
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.
Friendship Groups
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
Ethnographic Research
This is a systematic market research observing customers in their own environment using products and services.
Demographics
statistical data relating to the population and particular groups within it.
Strategic Planning
used to form objectives based off of research
Strategic Research
used to find insights about the target market
Creative Concept
the big idea
Execution
creating ads out of the big idea
Four Color Printing
CMYK
Headlines
very important, must be concise, remember they are the first thing the reader sees, make them good!
Copy
conventional, simple, casual writing used by copywriters
Spot Color
any color generated by an ink (pure or mixed) that is printed using a single run
Full Bleed
ensures that no unprinted edges occur in the final trimmed document.
Hard Sell
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
Soft Sell
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
Public Relations
the professional maintenance of a favorable public image by a company or other organization or a famous person.
Sales Promotion
designed to be used as a short-term tactic to boost sales
Push Strategy
marketer attempts to take their products to the consumer, or make sure product information is “pushed” toward the consumer
Pull Strategy
Promotions are used to motivate consumers to seek out and request the product and either place an order or make a purchase.
SWOT
an evaluation tool used to determine a business' viability in the marketplace Strengths Weaknesses Opportunities Threats
Objectives
state what the advertising will accomplish in a given period of time
Strategies
foundation on which every other aspect of the campaign is built
Tactics
specific means advertisers employ to meet the campaign’s goal
Features
exact characteristics of a product
Benefits
the emotional and such results that come from a product’s features
Consumer Insight
the life values that direct the decisions that your target market makes when buying products
Brand Insight
what will make the brand different or unique compared to all other brands in that category
Positioning
strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.
Target Audience
all of the people who can be reached or influenced by the advertisers’ message
Target Market
consists of the individuals who are most likely to buy the product
Market Segmentation
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.
Situation Analysis
provides an evaluation of the internal and external factors of the company and brand that assist in making future advertising decisions
Creative Brief
the campaign strategy and the key creative executions are spelled out in detail in a document called the creative brief
Rosser Reeves
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.
Leo Burnett
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.
Jack Trout
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.
David Ogilvy
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.
The Media Planner
translate the marketing objectives into a media plan
Aperture
The ideal moment for exposing consumers to advertising message
Flighting
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
Pulsing
Pulsing combines flighting and continuous scheduling by using a low advertising level all year round and heavy advertising during peak selling periods
Continuous
consumers of good or service are continuously reminded of it, even during periods its sales are insignificant or unlikely
Frequency
the number of times an individual is exposed to an advertising message
Reach
measurement of the number of people exposed, at least once, by an advertising message
Share
the percentage of the televisions tuned into a particular program based only on the televisions actually in use
Media Vehicle
refers to a specific method (like digital, radio, newspaper etc) of media used by a business to deliver advertising messages to its target audience
A Medium
vehicle by which the message is delivered
Media Mix
the combination of all media used in an advertising plan
Cost per Thousand (CPM)
the cost of a particular medium to deliver the advertising message to 1000 people or homes. Gives media professional a way to compare prices
Nielsen (formerly Arbitron)
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
People Meter
an audience measurement tool used to measure the viewing habits of TV and cable audiences
Billboards
large outdoor displays intended for viewing from extended distances by passing cars and pedestrians
Transit
basically advertising on transportation vehicles
Retail Advertising
the planning and process of selling goods or services directly to consumers.
Brand Advertising
the practice of creating a name, symbol or design that identifies and differentiates a product from other products
Direct Response Advertising
urges the consumer to respond directly to the advertiser by taking some action such as using a coupon, or visiting a website
Institutional Advertising
designed to build a business’s reputation in the minds of the public
Business-to-Business Advertising
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.
Consumer Advertising
directed at the ultimate consumers of the products
Consumer Market
creating and selling products, goods and services to individual buyers, as opposed to trying to appeal to businesses
Reseller Market
wholesalers who sell their products to other resellers or retailers who sell their products to end users
Institutional Market
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.
Co-op Advertising
the sharing of costs for locally placed advertising between a retailer or wholesaler and a manufacturer
Storyboards
plan a tv commercial
Scripts
written version of what actors will say
Network
where television programs are generated from a centralized location
Affiliate
the stations that networks air their programs through
Syndication
content that has been purchased with the purpose of showing it on local television stations
Sponsorship
advertisers that sponsor a program on television accept part of the responsibility for the production costs of that program
Spot Advertising
the commercials that appear during the breaks between shows and are sold by the local affiliates on a spot by spot basis
Consumer Behavior
the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives
Deceptive Advertising
Advertising that leads consumers to believe something that is untrue.
Media Strategy
a series of actions selected some several possible alternatives to best achieve the media objectives
Psychographics
all of the psychological factors that make up a person, such as values, attitudes, personal beliefs, hobbies, behaviors, etc.
