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principals of advertising > exam 1; chapters 1-5 > Flashcards

exam 1; chapters 1-5 Flashcards

1
Q

What does IMC stand for?

A

Integrated Marketing Communications

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2
Q

What does IMC involve?

A

Coordinating the various promotional elements and other marketing activities that communicate with a company’s customers.

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3
Q

value definition

A

a customer perception of all the benefits of a product/service vs the costs of consuming

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4
Q

4 p’s definition

A

product, price, place (distribution) and promotion

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5
Q

brand identity

A

factors such as logo, symbols, design, product performance; builds relationships with consumers

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6
Q

brand equity

A

trust in a brand; IMC plays a role in this

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7
Q

branding pillars

A

what a company stands for; a strong brand consistently answers that question

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8
Q

primary vs secondary research

A

Primary research is research you gather yourself
Secondary research is research others have gathered

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9
Q

types of consumer insights

A

demographics, psychographics, lifestyle and behavior

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10
Q

tools in promotional mix

A

advertising, direct marketing, digital marketing, sales promotion, publicity, professional selling

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11
Q

advertising definition

A

any paid form of nonpersonal communication about a product/service by an identifiable sponsor; reaches large audiences

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12
Q

direct marketing definition

A

organizations communicate directly to consumers to generate a response; mail, categories, telemarketing

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13
Q

Digital Marketing definition

A

Interactive media allow for a two-way flow of communication whereby users can participate in and modify the form and content of the information they receive in real-time

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14
Q

sales promotion definition

A

marketing activities such as coupons and samples that provide incentives to the consumer and sales force

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15
Q

publicity definition

A

nonpersonal communications regarding an org, product, service NOT sponsored or controlled by org

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16
Q

PR definition

A

the communication process that builds beneficial relationships between orgs and their consumers; sponsored and controlled by org

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17
Q

personal selling definition

A

personal communication where the seller tries to persuade people to buy their product/service

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18
Q

different types of touch points

A
  • company created (advertisements)
  • intrinsic (employee interactions)
  • unexpected (word of mouth)
  • customer initiated (customer contacts company)
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19
Q

types of media

A

paid
owned
earned

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20
Q

SWOT analysis

A

strengths, weaknesses, opportunities, threats

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21
Q

strategy vs tactic

A

strategy: plan to achieve your goal (broad)
tactic: how to execute your plan

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22
Q

market segmentation

A

dividing a marker into distinct groups to more efficiently market product to similar audiences

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22
Q

geographic segmentation

A

division by geographic units

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23
Q

demographic segmentation

A

division by sex, age, family size and income

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24
Q

psychographic segmentation

A

division on personality and lifestyles

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25
Q

behavioristic segmentation

A

division by product usage, loyalties and buying responses

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26
Q

benefit segmentation

A

consumers look for products for their needs and wants

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27
Q

external research companies for segmentation

A

VALS + PRIZM (psychographics)
Nielsen (demographic)

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28
Q

steps to select the target market

A

1) determine how many segments to enter
2) determine which segments offer the most potential

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29
Q

undifferentiated market

A

involves ignoring segment differences and offering one product/service to the entire market

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30
Q

differentiated market

A

marketing to many different segments

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30
Q

concentrated market

A

one segment selected and a large part of the market is captured

31
Q

market positioning:

A

the art and science of fitting the product or service to one or more segments of the broad market in such a way as to set it apart meaningfully from the competition.

32
Q

salient attributes

A

things that are important to consumers for making a purchase

33
Q

branding

A

building and maintaining the brand identity of the company and its products/ services

34
Q

purpose of advertising

A

sell more product

35
Q

Maslow’s hierarchy of needs

A

self-actualization
esteem needs
belongingness and love needs
safety needs
physiological needs

36
Q

participants in the IMC process

A

clients, advertising agencies, agencies of record, media organizations, specialized marketing communication services, collateral services

37
Q

advertising managers are responsible for

A

all promo activities except sales, the control the centralized system

37
Q

decentralized system is used when…

A

large companies with many divisions cannot manage all advertising under one system; brand manager does this job

38
Q

in house agencies

A

adv agency set up and run by advertiser; the industry is moving this way because cost-effective and product knowledge

39
Q

ad agencies

A

service org that specializes in planning and executing ad programs

40
Q

major holding companies

A

industry term used to describe the parent
Advertising Agency companies that own smaller advertising agencies
typically have an excess of $5 Billion dollars in gross worldwide

41
Q

types of ad agencies

A

Creative services: Create ads
Copywrites: write headlines, subtitles, and copy
management and finance: basic operating functions (accounting and HR)

42
Q

what is the traditional form of agency compensation?

A

commission system (15%)

43
Q

types of fee arrangement systems

A

fixed fee and fee commission combo

44
Q

cost plus agreement

A

client pays agency fee on an agreed upon profit margin

45
Q

incentive based system

A

agencies are compensated above costs if they exceed expectations

46
Q

consumer behavior def

A

process and activities people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services to satisfy their needs and desires

47
Q

what is motivation research

A

methods of research used to gain insight into consumer behavior

47
Q

stages of decision process

A
  1. problem recognition
  2. Information search
  3. Alternative evaluation
  4. purchase decision
  5. post purchase evaluation
48
Q

what do advertisers try to understand

A

to understand specific needs consumers are trying to satisfy

49
Q

what is the evoked set and what does it do

A

evoked set is brands the consumer is aware of, once its established, evaluation begins of consequences and feelings

50
Q

what is the overall goal of a purchase decision

A

brand loyalty

51
Q

what kind of factors influence consumer decisions

A

external

52
Q

agency that offers its clients a full range of marketing, communications, and promotions services is a(n):

A

full service agency

53
Q

This communications model assumes consumers pass through a series of steps in sequential order from initial awareness of a product or service to actual purchase:

A

Hierarchy of effects model

54
Q

Thoughts the receiver has that are opposed to the position taken in advertised message are

A

feedback

55
Q

The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or to promote an idea is considered

A

Promotion

56
Q

The document that the agency’s creative department uses to guide the development of advertising ideas and concepts is the

A

creative brief

57
Q

What a product or service means to consumers and what they experience in purchasing and using it is

A

customer experience

58
Q

This statistical tool is used to develop an audience segmentation:

A

cluster analysis

59
Q

During the World Cup, McCann created a campaign for Coca-Cola that featured the soccer team from which country

A

egypt

60
Q

The creative team often includes a copywriter and a

A

art director

61
Q

Consumers choose whether or not to make themselves available to information. This is called

A

selective exposure

62
Q

In the Elaboration Likelihood Model, this route to persuasion is most effective when a consumer is in the market for a product

A

central

63
Q

When thinking about the stages in the consumer decision-making process, this stage that involves considering functional and psychosocial consequences

A

alternative evaluation

64
Q

During the post-purchase evaluation stage of the consumer decision-making process, consumers look for:

A

supportive information

65
Q

When competing against other “owned brands,” it is important that brands make an effort to

A

not cannibalize each other

66
Q

The reward or favorable consequence associated with a particular response is a(

A
67
Q

Thoughts the receiver has that are opposed to the position taken in advertised message are:

A
67
Q

Consumers often try different brands due to their:

A
68
Q

The reinforcement of successive acts that lead to a desired behavior pattern or response is known as:

A

shaping

69
Q

The standard learning model, one of the alternative response hierarchies, posits that consumers’ sequence is ordered as:

A

learn, feel, do

70
Q

An outside firm that specializes in the creation, production, and/or placement of the communications message and that may provide other services to facilitate the marketing and promotions process is an:

A

advertising agency

71
Q

Color can be associated with five brand personality dimensions which include all of the following except:

A

longing

72
Q

The person responsible for understanding the advertiser’s marketing and promotions needs and interpreting them to agency personnel is the:

A

account executive

73
Q

Advertising targeted to marketing channel members such as wholesalers, distributors, and retailers is considered:

A

trade advertising

74
Q

The cost/benefit analysis in which consumers engage is known as the:

A

value equation

principals of advertising (1 decks)

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