Exam #2 Flashcards
1
Q
What are the four ways that an ad made Griffith’s top 20?
A
- fame and consumer acceptance
- importance to the advancement of advertising
- business results
- it’s not being shown elsewhere in the course
2
Q
What are the tips for becoming a better judge of creative ideas?
A
- know your biases and preferences
- be a student of advertising
- manage creative presentation meeting
- deconstruct the work
- give better feedback
3
Q
If you keep saying “no” to campaigns…
A
- strains the agency / client relationship
- wastes resources
- demotivates the team
4
Q
If you keep saying “yes” to campaigns…
A
- waste a lot of money
- harm the brand
- hamper your career
5
Q
How to handle the creative presentation:
A
- set rules up front
- know your target
- come prepared and focused
- react as a human, then a marketer
- embrace discomfort
- ask questions, seek to understand
- know how to organize your thoughts
6
Q
The three components to deconstructing an idea:
A
- strategy
- idea
- execution
7
Q
These are the strategic filters for evaluating creative.
A
- Is it on strategy?
- Does it represent the brand in a positive way?
- Does it fit with our brand voice?
8
Q
These are the comms filters for evaluating creative.
A
- Will it break through?
- Will our brand get credit?
9
Q
This is the marketer filter for evaluating creative.
A
- Do I believe the ad is “right?”
10
Q
What are the four elements of communication?
A
sender -> medium -> message -> receiver
11
Q
The best advertising is always _________.
A
interactive
12
Q
The following are the tricks to BREAK THROUGH THE CLUTTER:
A
(double C, F, double M, R)
- consistency
- celebrity
- famous track
- memorable visual
- mnemonics
- repetition
13
Q
The following are the tricks to PERSUADE:
A
- strong call-to-action
- problem-solution
- demonstration
- competition
- testimonials
- desire
14
Q
The following are the tricks to CREATE ENGAGEMENT:
A
- sex
- camp / irony
- humor
- hyperbole
- misdirection
- meta
15
Q
The following are EMOTIONAL LEVERS:
A
- fear
- removing angst
- tribalism
- warm and fuzzy
- nostalgic
- inspiration
16
Q
This is when there is a clash of ideas, and new ideas / breakthrough solutions can evolve.
A
creative abrasion
17
Q
This is when there is a clash between people, where communication gets shut down / new ideas get slaughtered.
A
interpersonal abrasion
18
Q
The evaluation of creative executions prior to airing is called _____________.
A
copytesting
19
Q
Positioning research is where _________________, and it falls under ___________ copytesting.
A
you make a “white card” write-up of a new concept to test positioning tactics
pre-test
20
Q
Pre-finished art research is where _________________, and it falls under ___________ copytesting.
A
there is a low-cost representation of the piece being made, consumers typically respond in a quantitative survey or qualitative setting
pre-test
21
Q
Copy guidance research is where _________________, and it falls under ___________ copytesting.
A
where you monitor physical manifestations of attention or arousal
pre-test
22
Q
Finished art research is where _________________, and it falls under ___________ copytesting.
A
you use the final artwork to “disaster check”. ensure it wouldn’t turn people away
pre-test
23
Q
In-market testing is where _________________, and it falls under ___________ copytesting.
A
you monitor the ads for copy relevance and gather post-program metrics
post-test
24
Q
What is Griffith’s take on qualitative testing?
A
- valuable, but lacks scale
- stimuli is rough and relatively inexpensive
25
What is Griffith's take on quantitative testing?
- surveys and questionnaires
- still the industry standard
- self-reporting
26
The IPSOS-ASI copy test emphasizes:
recall and persuasion.
27
The two components of recall on the IPSOS-ASI are...
breakthrough
brand link
28
For the IPSOS-ASI copy test, recall and persuasion metrics are multiplied and placed on a scale called the...
CEI (copy effectiveness index)
29
A single # that measures an ad's chance for success against all other ads in the database is the...
CEI (copy effectiveness index)
30
What is the "copy test conundrum?"
We actually process ads at the subconscious level ("not thinking",) but copy testing forces the consumer to think (unnatural!!)
31
What do copy tests try to measure?
- engagement
- strength of branding
- what the ad says about the brand
- emotional impact
- brand outcomes
- viral potential
32
Fast thinking, little-to-no effort, behavioral, automatic, and intuitive thinking is categorized as...
SYSTEM 1
33
Conscious, critical thinking that takes time for thought is categorized as...
SYSTEM 2
34
What is a galvanic skin response test, and which system is it measuring (1 or 2)?
measure micro changes in finger
sweat to evaluate emotional
arousal
system 1
35
What is a facial tracking test, and which system is it measuring (1 or 2)?
measure facial expression to determine viewer’s REAL reaction to the stimuli
system 1
36
What is a neuroscience test, and which system is it measuring (1 or 2)?
electronic sensors attached to a cap that measure key brain regions to derive key measures of:
- emotional motivation
- memory activation
- attention processing
system 1
37
Why is it so hard to break through the clutter today?
- more brands
- more ads
- more anti-brand sentiment
- more ways to skip ads
- more empowered consumer
38
What are the 6 21st century advertising power moves?
(POWER M.)
- (P)ersonalization
- not (O)bvious (ads that don't look like ads)
- (W)eepy (emotional)
- (E)xperiential
- (R)ise up (taking a stance / cause)
- (M)ass appeal through archetypes
39
Three techniques for ads that don't look like ads:
1. native marketing
2. product placement
3. influencer
40
Search and promoted, in-feed and content recommendations are all examples of...
native ads.
41
What are the threes R's to consider for influencer marketing?
Relevance
Reach
Resonance
42
Someone is a nano-influencer if they have...
less than 10k followers.
43
Someone is a micro-influencer if they have...
between 10k and 100k followers.
44
Someone is a macro-influencer if they have...
between 100k and 1 million followers.
45
Someone is a mega-influencer if they have...
over a million followers.
46
True or False: native advertising content is flagged with a "warning."
TRUE!
47
Streaming media services often adopt which kind of "disguised" ad?
product placement
48
The practice of making advertising messages and product experiences feel unique to each customer is known as ____________________.
personalized marketing
49
What are the three basic forms of personalized marketing?
- addressed marketing
- customized marketing
- participation
50
Direct mail and direct email are examples of micro-targeting, which falls under...
addressed marketing, part of personalized marketing.
51
This technique has a low CPU and low customization.
mass media / production
52
This technique has a low CPU and high customization.
mass customization
53
This technique has a high CPU and high customization.
targeted media / custom production
54
What are some marketing tactics a company can use to encourage participation?
social media
UGC
contests
gamification
interactive traditional (like TV)
55
Social media ADVERTISING is a form of ________ media.
paid
56
Social media MARKETING is a form of __________ media.
owned
57
Both social media marketing and social media advertising should have a goal to encourage _________ media.
earned
58
The two sources that UGC comes from are the _______ and the _______.
customers, employees
59
How experiential marketing works:
high-impact idea --> viewers capture footage --> increases chances of virality
60
Additional value or service neatly integrated into the brand (like Michelin stars or Guinness book of world records) is ________ _________.
branded utility
61
Name two of the experiential marketing campaigns from class.
- Cheeto museum
- fearless girl
- Dove real beauty
- Tostitos drink and drive bag
- west jet Christmas miracle
- tattoo duo over (Duolingo)
62
What are some pros to experiential marketing?
- huge impact when done well
- value of the plan multiplies
63
What are some cons to experiential marketing?
- risk of oversaturation
- brands can get lost in the stunt / idea
- tougher to coordinate with big ideas
64
What are the five ways that emotion can drive advertising?
CRIES->
Commands Attention
Registers
I Like It!
Easy decision-making
Share it
1. commands attention
2. depth of processing
3. positive transfer
4. simplifies decisions
5. higher likelihood to share
65
What chemicals does the brain release when we feel emotion?
cortisol, dopamine and oxytocin
66
Emotional responses to situations laid down by memories from the past are known as...
somatic markers
67
Short term sales lifts, but unchanged brand perceptions. No long-term increase in sales or reduction in price sensitivity. (rational messaging / emotional priming)
Rational messaging
68
Brand grows stronger, leading to long-term volume increase and reduced price sensitivity. (rational messaging / emotional priming)
Emotional priming
69
In the long-term, emotional ads are...
- drivers of effectiveness and creativity
- more effective
- better at building over time
- more profitable
70
Name three of the "emotional ads" we watched during class.
- the girl and her dad
- Disney world
- suicide prevention
- stepdads Budweiser
- spider and android
- tantrum condoms
- helloflo period starter kit
71
What are some classic sources of emotion?
- family
- real stories
- unlikely friendships
- babies and children
- cute animals
- humor and joy
72
Brands have moved from a strategy of ________ differentiation to ________ differentiation to ________ differentiation.
functional, emotional, moral
73
Why is cause marketing so big now? (explain the chain of events)
- the internet made company practices more transparent
- social media gave consumers a voice
- we started demanding more from our brands
74
What is cause marketing used to do?
- make the brand more appealing
- create value for customer
- improve standing of the brand
75
What are the three questions to ask in regards to companies choosing a "cause?"
Does it align with the brand's beliefs?
Is it rooted in the brand's history?
Is it something that society really care about?
76
Name three of the cause marketing ads we watched.
- Ben & Jerry's "Save Our World"
- Jeep
- Pantone for LGBTQ
- Vaseline skin platform
- Language Microsoft
77
What are the four key issues with cause marketing?
- skew progressive
- cause marketing clutter
- there will almost ALWAYS be opposition
- it's easy to miss the mark
78
What brand archetypes fall under the STRUCTURE category?
caregiver
ruler
creator
79
What brand archetypes fall under the PERSONAL FULFILLMENT category?
innocent
sage
explorer
80
What brand archetypes fall under the CHANGE category?
rebel
magician
hero
81
What brand archetypes fall under the CONNECTION category?
lover
jester
everyman
82
Who came up with the idea of archetypes, and in what year?
Carl Jung in 1919
83
This idea from Carl Jung describes that people are born with a shared set of shared memories / ideas with which we all identify regardless of the culture or time period.
"collective unconscious"
84
This archetype's main motivation is to serve others.
caregiver
85
This archetype is most fulfilled by making a difference to someone else.
caregiver
86
This archetype's main motivation is to exert control.
ruler
87
This archetype is most fulfilled by demonstrating leadership, orchestrating complex situations, and making things better for the kingdom.
ruler
88
This archetype's main motivation is to make things.
creator
89
This archetype is most fulfilled by seeing new ideas take shape.
creator
90
This archetype's main motivation is to live in paradise.
innocent
91
This archetype is most fulfilled when life is lived the way it "should be" (happiness, kindness, safety, etc.).
innocent
92
This archetype's main motivation is to gather wisdom.
sage
93
This archetype is most fulfilled by discovering the truth.
sage
94
This archetype's main motivation is to search for one's true self.
explorer
95
This archetype is most fulfilled by seeking out new approaches and pushing boundaries to grow.
explorer
96
This archetype's main motivation is to break the rules.
rebel
97
This archetype is most fulfilled by challenging convention or releasing pent up frustration.
rebel
98
This archetype's main motivation is to affect transformation.
magician
99
This archetype is most fulfilled by realizing a vision, inspiring a positive change of state, and doing so with awe and wonder.
magician
100
This archetype's main motivation is to win.
hero
101
This archetype is most fulfilled by vanquishing a foe.
hero
102
This archetype's main motivation is sensual pleasure.
lover
103
This archetype is most fulfilled by finding and giving love.
lover
104
This archetype's main motivation is to have fun.
jester
105
This archetype is most fulfilled by living in and enjoying the moment.
jester
106
This archetype's main motivation is to fit in.
everyman
107
This archetype is most fulfilled by helping others belong to a group.
everyman
