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advertising > chapter 3 > Flashcards

chapter 3 Flashcards

1
Q

whats the percentage of increase in TV advertising in the past 20 years?

A

their has been a 250% increase

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2
Q

whats the significance of 1941?

A

the first ad??, which was an “America runs on Belove Time” ad

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3
Q

what type of ads became popular in the 1950s?

A

full show sponsor ads

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4
Q

which year did multiple advertisers come into play?

A

the 1960s

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5
Q

is advertising still relevant to this day?

A

yes

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6
Q

which type of ad is best when it comes to exposure and attention ?

A

TV ads, this is because of its extensive reach, superior ability to attract attention, and it’s long lasting impact on the consumer

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7
Q

which medium is the most trustworthy

A

TV ads

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8
Q

which ad grow the fastest and lasts the longest?

A

TV ads

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9
Q

are advertisements still evolving?

A

yes, everyday we need new ads that are relevant and timely, personalized, and are audience centric

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10
Q

are TV ads getting longer or shorter?

A

they are getting shorter. they went down from 26 seconds to 24.

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11
Q

what makes a ad Campaign effective?

A

as an advertiser, you need to cut through the noise and have your message stand out. It has to be relevant, different, and effective so that it can represent your brand well

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12
Q

what are the traits that makes a Campaign effective?

A
  • they’re memorable
  • share worthy
  • communicate the brands values
  • call to action
  • use humour
  • using animation
  • using emotion
  • being odd
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13
Q

whats a “vampire effect”?

A

when viewers remember the ad, but not what the ad was trying to sell or the company thats associated with it

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14
Q

Road Map:

A

Research Target
Land on Budget
Ideation
Land on Agency

Write Script
Call to Action
Hardwire Timing
Strategic Placement of Spot

Frequency of Spots
Execute

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15
Q

whats the difference between Reach and Frequency ?

A

Reach: the number of viewers within a set period of time that are potentially exposed to your marketing effort or ad campaign (does not guarantee that all the people that viewed the ad, were actively listening)
Frequency: the number of times an indiviual consumer is likely to be exposed to an ad during a marketing campaign

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16
Q

what happens if you increase frequency of exposure?

A

it increases both the likelihood that an individual has a high quality engagement with the ad and that they have multiple touchpoint (or interactions) with the brand

17
Q

how and why do Reach and Frequency need to work together ?

A

when reach and frequency increase together, it’s an excellent way to secure new customers and drive more purchases

  • expanding your reach reduces your spending capacity for recurring ads
  • increasing frequency limits the money you can spend on reach
18
Q

how do we measure Advertising Success?

A
  • exposure : using Gross Rating Points (GRPS)
  • cost/benfit: using Return on Investment (ROI)
19
Q

how do we calculate GRPs?

A

% of target market reached x exposure frequency

20
Q

how do we calculate ROI?

A

Gross Margin/Profit of the product or service / the ad cost

21
Q

list some Pros to TV advertising

A
  • the facts are compelling
  • offers immediate trust
  • TV household penetration is huge: a lot of households nowadays have more than just one TV
  • represents a 3 dimensional solution: sight, sound, motion
  • allows you to tap into a captured audience
  • allows you to purchase both programming and demographics
  • you get to create a personality that matches your brand message
22
Q

list some Cons to TV advertising

A
  • the most expensive form of advertising
  • not very flexible when changes need to be made
  • targeting your core audience can be a hit or miss
  • repetition, repetition: showing your ad once can have barely any effect, you need to spend money for the amount of ads you want to put out
  • you have once chance to get it right
  • consumers can become numb to brand messaging
23
Q

is their still a thing called “fake advertising” today?

A

yes

24
Q

which principal is the most important in advertisements?

A

emotions

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