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Advertising 2 > Exam 2 > Flashcards

Exam 2 Flashcards

1
Q

Elizabeth Hirschman Study

A

Examined the perceptions of various individuals involved in the creation and production of TV commercials. Product managers & account executives view ads as promotional tools, purpose is to communicate favorable impressions to the marketplace.

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2
Q

Taking creative risks/successful advertising agencies

A

Wieden + Kennedy has been successful. Marriot International is taking more risk

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3
Q

Steps of the creative process

A
  1. Immersion - Gather info via background research
  2. Digestion - Take info, work it over
  3. Incubation - putting problems to work
  4. Illumination - Birth of idea
  5. Reality - Study the idea, see if it still looks good
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4
Q

Account Planning

A

Conducting research and gathering all relevant info about a client’s product, brand, and consumers in the target audience.

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5
Q

Product/service specific preplanning inputs

A

Specific studies provided to the creative department on the product or service, the target audience or a combination of the two.

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6
Q

Ethnographic Research

A

Research technique that involves observing or studying consumers in their natural environment.

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7
Q

Various stages of the creative process

A

Verification and revision stage evaluates ideas, rejects inappropriate ones, refines and polish the remaining ones and gives them final expression.

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8
Q

Campaign Theme

A

Central message or idea that is communicated in all advertising and other promotional activities.

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9
Q

Major selling ideas/ big ideas

A
  1. Use a unique selling proposition
  2. Create a brand image
  3. Finding the inherent drama
  4. Positioning
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10
Q

Information/Rational Appeals

A

Focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a particular brand.

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11
Q

Feature Appeals

A

Highly informative and present the customer with important product attributes or features.

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12
Q

Competitive advantage appeal

A

Advertiser makes either a direct or an indirect comparison to another brand. Claims superiority on at least one attribute.

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13
Q

Emotional Appeals

A

Customer social or psychological needs for purchasing a product or service.

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14
Q

Endorsements

A

well-known or respected person, like a celebrity, speaks on behalf of the company or brand.

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15
Q

Personality symbols

A

Developing a central character that can deliver the advertising message and with which the product can be identified.

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16
Q

Storyboards

A

Series of drawings used to present the visual plan or layout of a proposed commercial.

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17
Q

Survey of Buying power index

A

Provides info regarding population, effective buying income, and total retail sales in an area.

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18
Q

Category development index (CDI)

A

Take the percentage of a product category’s total sales divided by percentage of the total population in the market

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19
Q

Brand development index (BDI)

A

Take percentage of a brands total sales divided percentage of the total population in the market.

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20
Q

Waste Coverage

A

Coverage of the media exceeds the target audience.

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21
Q

Reach

A

Difference audience members exposed at least once one media vehicle in a given period.

22
Q

Frequency

A

Number of times target audience is exposed to a media vehicle in a specified period.

23
Q

Duplicated Reach

A

Total market reached with both shows

24
Q

GRP = reach x frequency

A

Gross ratings points. Combines the program rating and the average number of times the home is reached.

25
Q

Average Frequency

A

Number of times the average household reached by a media schedule over a period of time.

26
Q

Cost per thousand

A

Relative cost of various media vehicles that represents the cost of exposing 1000 members of a target audience.

27
Q

Zapping

A

Remote control to change channels away from commercials.

28
Q

Zipping

A

Fast forwarding through commercials that was recorded on VCR or DVR

29
Q

Affiliates

A

Local tv stations associated with major network.

30
Q

Up-Front market

A

Buying period that takes place prior to the upcoming TV season when the networks sell a large part of their commercial time.

31
Q

Off network syndication’s

A

Reruns of network shows that are bought by individual stations

32
Q

TV day parts

A

Divided by radio and tv networks and stations for selling advertising.

33
Q

Radio Selectivity

A

Advertising on a specific radio aimed at your target audience. Ex. Oldies station

34
Q

Split Run

A

Two or more versions of a print ad are printed in alternative copies of a particular issue of a magazine.

35
Q

Reach and Frequency in magazines

A

Not as effective. Advertiser must buy in several magazines.

36
Q

What drives cost of advertising space in magazines

A

Color, full page ads, position in publication, special editions, and number of insertions.

37
Q

Sunday Supplements

A

A section of a newspapers distributed in hundreds of different newspapers

38
Q

Display Advertising

A

Advertising in newspapers and magazines that uses illustrations, photos, headlines, and other visual effects.

39
Q

Preprinted Insert

A

Advertising distributed though newspapers that is not part of the newspaper itself. Advertiser makes it and gives it to newspaper to be inserted. Ex. post card advertising

40
Q

Newspapers/merchandising programs

A

Attract local people to promote and display ads. Assist small companies through free copywriting and art services. Ex. selling a car

41
Q

Newspaper Rates

A
  1. Flat rate - no discounts for quantity or repeated space buys.
  2. Open rate structure - Various discounts
  3. Run of Paper - place ad on any page it desires
  4. Preferred position rate - request position, have to pay more.
  5. Combination rates - they get a discount for using several newspapers as a group
42
Q

Non-Traditional Media

A

Newer media Ex. entertainment marketing, Internet like blogs, podcast

43
Q

Out of home advertising

A

Billboards at 65% and street furniture at 6%

44
Q

Digital billboards

A

Billboards using digital imagery that changes every 6-8 seconds.

45
Q

In-store media

A

Used inside retail stores such as point of purchase displays, ads on shopping carts, coupon dispensers, and display boards

46
Q

Transit Advertising

A

Targeted to target audience that are displayed in transportation areas. Ex. subway, buses, taxis

47
Q

Advantages of Outdoor advertising

A
  1. Exposure - long length of exposure major advantage of indoor transit form
  2. Frequency
48
Q

Specialty advertising

A

Employs useful articles of merchandise imprinted with an advertisers name, message, or logo

49
Q

Promotional products

A

Uses awards, prizes, premiums, or business gifts

50
Q

Advantages of promotional products marketing

A

Selectivity, flexibility, frequency, cost, goodwill, high recall, and supplementing other media.

51
Q

Disadvantages of promotional products marketing

A

Image, saturation, and lead time

52
Q

CPM/Movie theater advertising

A

Advantages: Exposure, emotional attachment, cost, attention, clutter, proximity, segmentation.
Disadvantages: Irritation, cost

Advertising 2 (1 decks)

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