ADVT 201 Midterm Flashcards
What is the definition of Insight?
A deep understanding of your target audience’s thoughts, feelings, and behaviors, often revealed through data or research
What is the definition of SMP?
(Single Minded Promise), The promise or proposition that you make to your target audience
What is the definition of Tone?
Attitude, mood, or personality expressed in the campaigns message
What is the definition of Message?
The specific communication a brand wants to convey to its target audience
What are the target audience profiles?
- Geographics
- Demographics
- Psychographics
- Behaviorgraphics
Definition of Demographics?
Age, Gender, Race, Income, Education, Occupation
Definition of Geographics?
City, Region, Country, Climate, Rural, Urban or Suburban, Community
Definition of Psychographics?
Values and Beliefs, Pain Points, Attitudes, Social and Cultural Norms
Definition of Behaviorgraphics?
Hobbies, Habits, Purchasing Styles, Social Media Practices, Media Consumption
Why is it important to have a Primary and Secondary Audience?
It can help in product development, Targeted Audience Campaigns, and retention strategies
What is Positioning
Positioning is the process of establishing a brand’s identity and value in the minds of consumers
What is a Perceptual Map?
A visual representation of how a brand/product compares to competitors (the chocolate ranking)
What are the forms of primary research?
Quantitative:
1. Surveys
2. Experiments
Qualitative:
1. Focus Groups
2. Interviews
3. Observational Studies
Mixed Methods:
A mix of those
What is the difference between a Goal and Objective?
Goal: A broad, general statement of what you want to achieve
Objective: A specific, measurable step that must be taken to achieve a broader goal
What is a brand?
A brand is a promise kept, as shaped by the perceived value held
What are the goals of Advertising?
To inform, persuade, and remind a target audience about your brand and its offering
What is the target market?
Who we offer our brands product, service or experience to
Who is the Target Audience?
Who we communicate or advertise to
What does DPESTLE stand for?
Digital
Political
Economic
Social
Technological
Legal
Environmental
What does SWOT stand for?
Strengths (Internal)
Weaknesses (Internal)
Opportunities (External)
Threats (External)
What does s.m.a.r.t. stand for?
Specific
Measurable
Achievable
Realistic
Time-Bound
Strategy review
Situational Analyses – Brand, Industry (DPESTLE) (Digital, Political, Economic, Social, Technological, Legal, Environmental), Competitors, Stakeholders
SWOT (Strength, Weaknesses, Opportunities, Threats)
Key Issues – Word in question form
Objectives (s.m.a.r.t – Specific, Measurable, Achievable, Realistic, Time-Bound)
Identity and Profile Target Audiences
Brand Positioning
Jean-Noel Kapferer’s Brand Positioning Formula
For [target audience], [brand name] is the brand of [product category] that delivers [unique benefit] because [reason to believe]
