Exam 2 Flashcards
Elizabeth Hirschman Study
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.
Taking creative risks/successful advertising agencies
Wieden + Kennedy has been successful. Marriot International is taking more risk
Steps of the creative process
- Immersion - Gather info via background research
- Digestion - Take info, work it over
- Incubation - putting problems to work
- Illumination - Birth of idea
- Reality - Study the idea, see if it still looks good
Account Planning
Conducting research and gathering all relevant info about a client’s product, brand, and consumers in the target audience.
Product/service specific preplanning inputs
Specific studies provided to the creative department on the product or service, the target audience or a combination of the two.
Ethnographic Research
Research technique that involves observing or studying consumers in their natural environment.
Various stages of the creative process
Verification and revision stage evaluates ideas, rejects inappropriate ones, refines and polish the remaining ones and gives them final expression.
Campaign Theme
Central message or idea that is communicated in all advertising and other promotional activities.
Major selling ideas/ big ideas
- Use a unique selling proposition
- Create a brand image
- Finding the inherent drama
- Positioning
Information/Rational Appeals
Focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a particular brand.
Feature Appeals
Highly informative and present the customer with important product attributes or features.
Competitive advantage appeal
Advertiser makes either a direct or an indirect comparison to another brand. Claims superiority on at least one attribute.
Emotional Appeals
Customer social or psychological needs for purchasing a product or service.
Endorsements
well-known or respected person, like a celebrity, speaks on behalf of the company or brand.
Personality symbols
Developing a central character that can deliver the advertising message and with which the product can be identified.
Storyboards
Series of drawings used to present the visual plan or layout of a proposed commercial.
Survey of Buying power index
Provides info regarding population, effective buying income, and total retail sales in an area.
Category development index (CDI)
Take the percentage of a product category’s total sales divided by percentage of the total population in the market
Brand development index (BDI)
Take percentage of a brands total sales divided percentage of the total population in the market.
Waste Coverage
Coverage of the media exceeds the target audience.
Reach
Difference audience members exposed at least once one media vehicle in a given period.
Frequency
Number of times target audience is exposed to a media vehicle in a specified period.
Duplicated Reach
Total market reached with both shows
GRP = reach x frequency
Gross ratings points. Combines the program rating and the average number of times the home is reached.
Average Frequency
Number of times the average household reached by a media schedule over a period of time.
Cost per thousand
Relative cost of various media vehicles that represents the cost of exposing 1000 members of a target audience.
Zapping
Remote control to change channels away from commercials.
Zipping
Fast forwarding through commercials that was recorded on VCR or DVR
Affiliates
Local tv stations associated with major network.
Up-Front market
Buying period that takes place prior to the upcoming TV season when the networks sell a large part of their commercial time.
Off network syndication’s
Reruns of network shows that are bought by individual stations
TV day parts
Divided by radio and tv networks and stations for selling advertising.
Radio Selectivity
Advertising on a specific radio aimed at your target audience. Ex. Oldies station
Split Run
Two or more versions of a print ad are printed in alternative copies of a particular issue of a magazine.
Reach and Frequency in magazines
Not as effective. Advertiser must buy in several magazines.
What drives cost of advertising space in magazines
Color, full page ads, position in publication, special editions, and number of insertions.
Sunday Supplements
A section of a newspapers distributed in hundreds of different newspapers
Display Advertising
Advertising in newspapers and magazines that uses illustrations, photos, headlines, and other visual effects.
Preprinted Insert
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
Newspapers/merchandising programs
Attract local people to promote and display ads. Assist small companies through free copywriting and art services. Ex. selling a car
Newspaper Rates
- Flat rate - no discounts for quantity or repeated space buys.
- Open rate structure - Various discounts
- Run of Paper - place ad on any page it desires
- Preferred position rate - request position, have to pay more.
- Combination rates - they get a discount for using several newspapers as a group
Non-Traditional Media
Newer media Ex. entertainment marketing, Internet like blogs, podcast
Out of home advertising
Billboards at 65% and street furniture at 6%
Digital billboards
Billboards using digital imagery that changes every 6-8 seconds.
In-store media
Used inside retail stores such as point of purchase displays, ads on shopping carts, coupon dispensers, and display boards
Transit Advertising
Targeted to target audience that are displayed in transportation areas. Ex. subway, buses, taxis
Advantages of Outdoor advertising
- Exposure - long length of exposure major advantage of indoor transit form
- Frequency
Specialty advertising
Employs useful articles of merchandise imprinted with an advertisers name, message, or logo
Promotional products
Uses awards, prizes, premiums, or business gifts
Advantages of promotional products marketing
Selectivity, flexibility, frequency, cost, goodwill, high recall, and supplementing other media.
Disadvantages of promotional products marketing
Image, saturation, and lead time
CPM/Movie theater advertising
Advantages: Exposure, emotional attachment, cost, attention, clutter, proximity, segmentation.
Disadvantages: Irritation, cost
