Exam 2

Question 1

Classic Model of Communication- What are the elements?

Answer 1

simplicity: Stripped down to core idea.
concrete: emotion, storytelling, credibility, unexpected, storytelling

Question 2

Brand Positioning – based on Attributes and Benefits

Question 3

Attributes- product related vs. non-product related (including usage and user imagery)

Question 4

Benefits – Functional vs. Symbolic vs. Experiential

Question 5

• Marketing Messages from a Semiotic perspective (three components)

Answer 5

object, sign/symbol/interpretation.

Question 6

• Idea of meaning transfer and Socialization

Question 7

• Brand repositioning- when is it necessary!

Question 8

• Use of figurative language including simile, metaphor, allegory, and personification and be able to recognize examples.

Question 9

• From the Creative Brief slides: What is a creative brief and what is it for? What are the elements of the creative brief?

Answer 9

an informal pact between agency and client, guideline

Question 10

How marketing managers increase attention or attraction to a message, and motivation to attend to messages – Through appealing to need for information or hedonic needs, use of novel stimuli, use of intense or prominent cues, use of motion.

Question 11

• Know what the elaboration likelihood model is about.

Answer 11

how much effort a person has to put forth to understand an add, and how much background info is neeed to understand

Question 12

• Importance of message structure and order of presentation in advertisements

Question 13

• 6 Common elements of Sticky Advertisements and recognize examples.

Question 14

• Understand what the following appeals are and their roles in advertising and pros and cons: Humor, Fear and Guilt appeals, Comparative Ad appeals and Sex appeal.

Question 15

• Regarding Fear appeals, what does psychological reactance refer to?

Answer 15

Fear Appeals it stimulates audience involvement with the message, promotes acceptance of the message, feelings of guilt and fear will be relieved by the product

Psychological Reactance: fear of losing out, “limited times”, “while supplies last”

Question 16

• Creative style strategies: Unique Selling Proposition (USP), Brand Image, Resonance, and Emotional strategies, and recognize examples.

Question 17

Means-End Chain Concept of Advertising

Answer 17

represents the linkages among brand attributes and consequences obtained from using the brand and “consuming” the attributes and the personal values that the consequences reinforce.

ex. Subaru showing the attributes of safety and matching that to parents who value safety in a vehicle

Question 18

• 10 Universal Values. How advertising appeals to these basic human values.

Answer 18

Self-direction
Stimulation
Hedonism
Achievement
Power
Security
Conformity
Tradition
Benevolence
Universalism.

Question 19

• Understand the difference between media and vehicles.

Answer 19

Media = General Communication methods that carry advertising messages. (TV, Newspaper).

Vehicles: The specific broadcast programs or print choices where ads are placed. (YouTube, Snapchat, The NFL, Superbowl, etc)

Question 20

• Understand what is meant by the Hand-In-Glove approach to media planning.

Answer 20

Advertising message and media considerations are inextricably related; creatives and media specialists must team up to design ads
(They need to match)

For ex: Burger King’s “Women belong in the kitchen add”. It worked in the paper, but people took it wrong on Twitter.

Question 21

• Understand difference between reach and frequency and when one objective might be more important than the other, or when to maximize one over the other.

Answer 21

Reach: Is the percentage of the target audience exposed, at least once

Frequency: Is the average number of times target audience members are exposed to media vehicles carrying a brand’s advertising message.

Maximize Reach when dealing with: Established brands with large shares and loyal customers, when the message is simple, and the goal is to remind.

Maximize Frequency when dealing with: New brands, new users, complex messages, and when goal is to reach.

Question 22

• What factors increase the reach that can be achieved?

Answer 22

Is the percentage of the target audience exposed, at least once, during a specified time frame to the vehicles in which the advertising message is inserted

use of multiple media, diversify the vehicles within each medium (TV? - what shows?), varying dayparts for TV and radio

Question 23

• What are the factors to consider in choosing the best advertising medium?

Answer 23

the advertisers objectives, creative needs, competitive challenges, and the available budget

**most importantly- where your target audience is

Question 24

• Understand what GRP refers to and the weight of an advertising schedule

Answer 24

Represent the gross weight that a particular advertising schedule is capable of delivering—the sum of all vehicle ratings in a media schedule

GRP = Reach x Frequency

Question 25

• Know the concept of effective reach and the three exposure hypothesis

Answer 25

Effective Reach: Answers the question of how often does the target audience have an opportunity to be exposed

Three-Exposure Hypothesis: A minimum of three exposures to an advertising message needed for effective advertising/

Question 26

• Know what recency planning refers to. What does it focus on?

Answer 26

Recency Planning: The idea that a consumer’s first exposure to an advertisement is the most powerful.

Role is to:

Influence brand selection by reinforcing and reminding messages, to reach consumers when they’re ready to buy a brand, to reach consumers when selecting a brand, and to reach as many consumers for as many weeks as possible.

Question 27

• What does Continuity refer to in an ad campaign/schedule? What are the 3 options?

Answer 27

Continuity: Involves how Advertising is Allocated during the course of a campaign.

Addresses the issue of how media budget should be distributed.

3 Options: Uniformly throughout the period, In a concentrated period to achieve max impact, or in between.

Question 28

• Know the following concepts from the Strategic Pitch Part 1 and Part 2 Videos/slides:

Answer 28

See questions below

Question 29

o Know the elements of a pitch and what makes it different from just “telling”

Answer 29

1: You have the desire for your audience to take action.

2: Your audience will listen in a state of evaluation, evaluating resist, costs, trade-offs, practicalities.

3: There’s a competitive element, your audience may have other choices.

Question 30

o What makes a pitch a “strategic” pitch?

Answer 30

A really well done pitch, you’re trying to get people’s time and attention, but also gets the competitor to go out of their way to do it, it must be clear and simple.

Something that communicates an idea that you believe is valuable for your audience.

Question 31

o What is meant by your proof points and audience POV?

Answer 31

Proof points are reasons that justify how your idea is going to help achieve your client’s objective. If you cannot answer why, then you have to throw it out.

Audience POV: Do you know your audience’s knowledge or history? You need to get insight on what your audience feels about your idea.

Question 32

o Know the think before you ink checklist (5 items)

Answer 32

1: Think through your goal for the pitch. (Showcase your ability to think strategically and get your audience to buy in.

2: Think through the organization goal, where does your idea fit?

3: Thinking through your idea and proof points

Question 33

o How much of your time is spent on doing research verses time spent on crafting the pitch?

Answer 33

80% of your time is spent on research, 20% of your time is spent on crafting the pitch.

Question 34

o What are various way we can “show” to get our ideas across when pitching?

Question 35

o Be able to recognize some tips and tricks for gaining confidence in pitching.

Question 36

• What is the difference between being a consumer and being a shopper?

Answer 36

Consumers: Create a Possibility
Reason to Believe
Influence Perceptions and Attitudes

Shoppers Decide: Create a Path, Reason to Buy, Now Influence Behavior

Question 37

• Know what all Shopper Marketing (SM) impacts.

Answer 37

Store Choice
Sales
Product/Brand Selection
Basket Size
Trade Up
Trial
Return Trips
Brand Loyalty

Question 38

• Motivation and Facilitation are needed to influence a desired behavior. Know what this is referring to.

Answer 38

Motivation: Deals with relevance and emotion.

Ex: Why would they do this, why do they care? What do they need?

Facilitation: Deals with Simplicity and Ease:

Ex: Why don’t they do this now? What’s getting in the way? How can we help them?

Question 39

• Know The 3 rules of Shopper marketing and what these are about.

Answer 39

Rule 1: Understanding your current shopper’s behavior that needs to change.

Rule 2: Determine clear, focused and aligned barriers to purchase.

Rule 3: Become intimate with your shopper’s motivations

Question 40

• Sources of Volume Definitions and be able to recognize example.

Answer 40

Premium: Trade up

Competitor Switch: Trade over.

Regimen / Basket Building: Trade Across.

Trade in: Go down.

Question 41

• Examples of good and bad facilitation and Barriers

Answer 41

Barriers: Understanding the why not, and guiding us to the path of least resistance.

Internal Barriers: Belief, Values, Expectations, POV, Past Experiences, etc.

External Barriers: Price, Availability, Shopping Environment.

Fuel strategies that reduce effort, complexity, and frustration.

(Example: Wal-Mart perfume section vs Sephora Perfume Section.)

Question 42

• Be able to recognize and understand the 6 facets of emotions related to SM

Answer 42

1: Emotional
Reactions are
quick. Real quick.

2: Emotions are inevitable.

3: Emotions have a powerful influence on our decisions.

4: Positive emotion creates openness to the environment.

5: Emotion attracts attention.

6: Positive emotions increase risk-taking behavior.

Question 43

• What is meant by a shopper insight? Can you recognize an example?

Answer 43

A shopper insight is an inspiring discovery about the shopper that enables us to overcome the purchase barrier and create new, profitable behavior