Chapter 10 Textbook Notes

Question 1

at minimum effective advertising should satisfy what general considerations?

Answer 1

1. It extends from sound marketing strategy
   
   2. Effective advertising takes the consumers view
   3. It finds a unique way to break through the clutter
   4. Effective advertising never promises more than it can deliver
2. It prevents the creative idea from overwhelming the strategy

Question 2

What were herbert krugman’s three important ingredients to successful advertising?

Answer 2

1. Information- do you have important news to share with the world
   
   2. Rational stimulus (reason why)-
      
      3. Emphasis- repeating a single theme of the concept

Question 3

What is the acroynm for the three creative elements?

Answer 3

CAN

Question 4

What does can stand for?

Answer 4

1. connectedness
2. appropriateness
3. novelty

Question 5

what are sticky ads?

Answer 5

ads that the audience understands the message. The ad is remembered and they chance the audiences perception of the brand.

Question 6

What are the 6 features of a sticky message?

Answer 6

1. simplicty
2. unexpectedness
3. concreteness
4. credibility
5. emotionality
6. storytelling

Question 7

What are the five types of hierarchy impressions orderd from most basic to highest level?

Answer 7

1. brand name
2. generics
3. attitudinal response or feelings
4. commcerical specifics
5. specfic sales message

Question 8

What is brand name in impressions?

Answer 8

name term or symbol use to identify the products from one seller.

Question 9

what is generics in impressions?

Answer 9

major selling claim associated with the brand. Example Gieco saves you money by spending a few minutes online

Question 10

what is attitudinal response in impressions?

Answer 10

The feelings an ad may evoke from positive to negative.

Question 11

what is commerical specfics in impressions?

Answer 11

The elements in the ad like the spokesperson or music

Question 12

what is specific sales message in impressions?

Answer 12

the last and highest level is the specific sales message. For example “brooks DNA cushioning dynamically recasts to your specific weight pace gait and running service.

Question 13

What is an advertising plan?

Answer 13

the framework for the execution of the brands strategies. Proposed strategy for maintaining or improving the brands competitive situation

Question 14

What is a marketing plan?

Answer 14

a written document that specifics the marketing objectives, goals, strategies, programs, budgets and controls for a company and its brand

Question 15

what are the five steps to developing an avertising strategy?

Answer 15

1. Specifies the key fact from the consumers point of view- why customers are not buying your product
   
   2. State the primary problem from the marketers point of view- example market place could be to crowded.
   3. State the communications objective- straight forward statement about what effect advertising is suppose to have on the target market.
   4. Implement the creative message strategy- identify the primary competition and offer reasons why
   5. Establish mandatory requirements

Question 16

what is a slogan?

Answer 16

a catch phrase or small group of words that are combined in a special way to identify a company or product.

Question 17

what is a creative brief?

Answer 17

the guide that links advertising with the execution of the ad campaign

Question 18

What is attributes?

Answer 18

features or aspects of the advertised product or brand

Question 19

what is consquences?

Answer 19

the desirable or undesirable results from consuming a particular product or brand

Question 20

What are values?

Answer 20

enduring beliefs people hold regarding what is important in life.

Question 21

what are the 10 values?

Answer 21

1. self direction
2. stimulation
3. hedonism
4. achievement
5. power
6. security
7. conformity
8. tradition
9. benevolence
10. universalism

Question 22

what is laddering?

Answer 22

a marketing research technique that identifies linkages between attributes, consquences, and values. On one one interviews that last 30 minutes to one hour.

Question 23

What is generic style?

Answer 23

an ad strategy that uses straightforward product claim with no assertion of brand superiority

Question 24

what is preemptive style?

Answer 24

makes generic style add with assertion of brand superiority

Question 25

What is unique selling propositon style?

Answer 25

an advertiser makes a claim of brand superiority based on consumer benefit

Question 26

What is brand image style?

Answer 26

symbolic or experiential orientation that involves psychological differentiation

Question 27

What is transformational advertising?

Answer 27

associates product usage with certain feelings or images that transform the experience of using the product

Question 28

what is resonant advertising?

Answer 28

engaging your audience by delivering advertising messages that reflect their own interests and value

Question 29

what is corporate image advertising?

Answer 29

advertising that 1 attempts to increase a firms name recognition. 2 establish good will for a company and its products. 3 identify itself with some meaningful and socially acceptable activity