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Advertising Final > Ch. 7 > Flashcards

Ch. 7 Flashcards

1
Q

Exec Summary

A

short summary of the adverting campaign

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2
Q

Situation analysis

A

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

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3
Q

SWOT

A

an evaluation tool used to determine a business’ viability in the marketplace- looks at internal and external factors

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4
Q

Advertising Plan

A

what will be accomplished by the advertising campaign

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5
Q

Strategy

A

the most important part of the advertising campaign, key consumer insights, key brand insights

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6
Q

Creative Plan

A

creative strategy, tone and manner of advertisements, creative executions

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7
Q

Sales Promotion and Integrated Marketing Communications

A

this includes all of the areas within the promotional mix such as public relations, promotions, direct marketing, and personal selling

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8
Q

Media Plan

A

media strategies, schedules, and budget summary

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9
Q

Evaluation

A

a description of how the advertising plan will be evaluated for effectiveness

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10
Q

ROI

A

Relevance- important to the target market, makes a connection
Original- one of a kind, fresh, unexpected
Impact- grab attention, stimulate, and influence the audience

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11
Q

Creative Roles

A

art director, copywriter, creative director

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12
Q

CMYK

A

the color used by professional printing companies- Cyan, Magenta, yellow, black

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13
Q

Creative Strategy

A

the overlying theme the creative execution will take throughout the campaign and “the foundation of the message you want to get across to the target market. “

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14
Q

Hard Sell

A

approach that relies on facts and information

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15
Q

Soft Sell

A

approach that relies on the senses and emotions

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16
Q

Lecture

A

the same techniques that a college professor uses to present a lecture- facts, data, and needed information is presented in the ad often using bullet points, graphs, and charts and questions and answers

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17
Q

Drama

A

uses a story to talk about the product- characters talk to each other and not to the audience, much like a tv show or movie

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18
Q

Message Approaches

A

how the message should be communicated

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19
Q

Straightforward Factual

A

this approach uses no emotions, tricks, excitement or humor- the facts are simply presented in an honest, candid manner

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20
Q

Demonstration

A

shows the product being used and what it can do for the consumer

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21
Q

Comparison

A

contrasts other brands against the advertiser’s brand to show the superiority of the advertiser’s brand

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22
Q

Problem/Solution

A

shows a problem the consumer may be having and then shows how the product is the solution

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23
Q

Slice of Life

A

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

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24
Q

Spokesperson/Endorser

A

uses a celebrity, spokes person, 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

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

Print Ad Elements

A

Eye flow, taglines, spacing, headlines, copy

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27
Q

Writing Effective Copy

A

Record yourself talking, use contractions, write in short sentences, its okay to start with and or but, end with prepositions, use common words, slang, ask questions, write in an active voice, use examples, write like youre telling a friend a story, write to your target market, don’t go overboard, read everything out loud

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28
Q

Headlines

A

key element in print, communicates creative concept

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29
Q

Purpose of Headlines

A

communicate 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

Body Copy

A

text of the ad

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32
Q

Other types of copy

A

subheads, taglines, slogan

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33
Q

Conversational Style

A

s

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34
Q

Elements of a Radio Ad

A

voice, music, sounds effects

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35
Q

Radio Ad Length

A

10, 20, 30, or 60 seconds are the most common- 60 seconds is the most popular length because no price difference

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36
Q

Characteristics of TV Ads

A

s

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37
Q

Elements of TV Ads

A

Video, audio, talent/casting, setting & Props

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38
Q

The television script

A

s

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39
Q

The Television Story Board

A

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

40
Q

TV Commercial

A

s

41
Q

Visual Communication

A

s

42
Q

Types of Color

A

s

43
Q

Typography

A

s

44
Q

The different Layout Styles

A

s

45
Q

Optical Center

A

s

46
Q

The design Principles

A

s

47
Q

Broadcast Media

A

s

48
Q

Television Systems

A

PBS, Network, Cable and Satellite, Syndication

49
Q

Types of Tv advertising

A

network advertising, local, advertising, participations, spot, sponsorship

50
Q

Measuring TV audiences

A

s

51
Q

TV advertising advantages

A

sight, sound, and motion, emotion, formats and targeting, creativity, and demonstration

52
Q

TV Advertising disadvantages

A

Cost, flexibility, clutter, tracking

53
Q

Radio Systems

A

s

54
Q

Types of Radio Advertising

A

Produced, Straight Read, Live Reads, Endorsements

55
Q

Measuring Radio Audiences

A

s

56
Q

Radio Advertising Advantages

A

s

57
Q

Radio Advertising Disadvantages

A

s

58
Q

Types of Online Advertising

A

pay per click, pay per impression, pay per action, display, search engine, video ads, social media network ads

59
Q

Online Advantages

A

targeted, two way conversation, easy to track, feedback, cost effective

60
Q

Online Disadvantages

A

clutter, the ignore factor, not everyone uses the internet, competition

61
Q

Types of Magazine Advertising

A

display ads, spreads, advertorials

62
Q

Magazine Advertising Advantages

A

targeted, long life, pass along readers, high production quality

63
Q

Magazine Advertising Disadvantages

A

long lead time, clutter, high cost, inflexibility

64
Q

Types of out of Home

A

billboards, posters, wallscapes, digital billboards, mobile billboards, street furniture, transit

65
Q

Advantages out of home

A

compliments other advertising, constant exposure, low cpm, flexibility

66
Q

Disadvantages out of home

A

low exposure time, brief message, can be considered clutter

67
Q

Types of alternative

A

movie theaters, product placements, point of purchase, anything else

68
Q

Media Planning

A

series of decisions made to answer the question, what are the best means of delivering advertisements to prospective purchasers of my brand or service?

69
Q

Aperture

A

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

70
Q

Reach

A

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

71
Q

Frequency

A

number of times an individual is exposed to an ad

72
Q

CPM

A

cost per thousand

73
Q

Impression/Exposure

A

a count of the number of people with open eyes or listening ears facing the medium-impressions- the sum of exposures for all media

74
Q

Rating Points

A

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

75
Q

Calculating Cost per Thousand

A

cost of ad/impression x 1000

76
Q

Timing Strategies

A

continuous, flighting, pulsing

77
Q

Sales Promotion

A

s

78
Q

Advertising vs. Promotion

A

generate sales, achieve business and marketing objectives, increase number of customers, increase use of product, build brand image
differences- ads long term, promotion short term, sales promotional is rational, generate immediate sales, promotions are more direct, and promotions add tangible value

79
Q

Purposes of Promotions

A

build awareness, create interest, provide information, stimulate demand, reinforce the brand

80
Q

Push Strategy

A

the marketer attempts to take their product to the consumer, or product information is pushed toward the consumers

81
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

82
Q

Different Types of Sales Promotion

A

price deals, coupons, sweepstakes, etc

83
Q

Trade Promotions

A

s

84
Q

Point-of-Purchase Displays

A

s

85
Q

Sponsorship

A

s

86
Q

Event Marketing

A

s

87
Q

Loyalty Programs

A

based on purchases, consumers collect points, miles, punches, or other items that can be redeemed for rewards

88
Q

Licensing

A

s

89
Q

What to do

A

lots of energy, remember your purpose, start strong (hook), Spread the presentation around, flow like a story

90
Q

What not to do

A

don’t read the slides, don’t talk to the slides, don’t um, don’t ramble, don’t wing it, don’t announce you made a mistake, turn the music down, don’t stand in front of your slides

91
Q

The hook

A

engross the audience with something cray crazy

92
Q

Wizard of Oz

A

wow your audience with your presentation

93
Q

Strength

A

elements the company does well, the positive attributes that aid the company in meeting its objectives, and those areas where they have a distinct advantage over the competition

94
Q

Weaknesses

A

elements the company does not do well and that put them at a distinct disadvantage from their competition

95
Q

Opportunities

A

areas where the company can improve its market share, increase profits, and improve customers

96
Q

Threats

A

any elements that threaten the perceived value of the brand, the ability of the company to be successful, or may change the way the company does business

Advertising Final (1 decks)

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