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Integrated Marketing Communications > Exam #2 > Flashcards

Exam #2 Flashcards

1
Q

What are the four ways that an ad made Griffith’s top 20?

A
  1. fame and consumer acceptance
  2. importance to the advancement of advertising
  3. business results
  4. it’s not being shown elsewhere in the course
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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
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3
Q

If you keep saying “no” to campaigns…

A
  • strains the agency / client relationship
  • wastes resources
  • demotivates the team
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4
Q

If you keep saying “yes” to campaigns…

A
  • waste a lot of money
  • harm the brand
  • hamper your career
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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
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6
Q

The three components to deconstructing an idea:

A
  1. strategy
  2. idea
  3. execution
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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?
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8
Q

These are the comms filters for evaluating creative.

A
  • Will it break through?
  • Will our brand get credit?
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9
Q

This is the marketer filter for evaluating creative.

A
  • Do I believe the ad is “right?”
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10
Q

What are the four elements of communication?

A

sender -> medium -> message -> receiver

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11
Q

The best advertising is always _________.

A

interactive

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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

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13
Q

The following are the tricks to PERSUADE:

A
  • strong call-to-action
  • problem-solution
  • demonstration
  • competition
  • testimonials
  • desire
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14
Q

The following are the tricks to CREATE ENGAGEMENT:

A
  • sex
  • camp / irony
  • humor
  • hyperbole
  • misdirection
  • meta
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15
Q

The following are EMOTIONAL LEVERS:

A
  • fear
  • removing angst
  • tribalism
  • warm and fuzzy
  • nostalgic
  • inspiration
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16
Q

This is when there is a clash of ideas, and new ideas / breakthrough solutions can evolve.

A

creative abrasion

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17
Q

This is when there is a clash between people, where communication gets shut down / new ideas get slaughtered.

A

interpersonal abrasion

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18
Q

The evaluation of creative executions prior to airing is called _____________.

A

copytesting

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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

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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

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21
Q

Copy guidance research is where _________________, and it falls under ___________ copytesting.

A

where you monitor physical manifestations of attention or arousal

pre-test

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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

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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

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24
Q

What is Griffith’s take on qualitative testing?

A
  • valuable, but lacks scale
  • stimuli is rough and relatively inexpensive
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25
Q

What is Griffith’s take on quantitative testing?

A
  • surveys and questionnaires
  • still the industry standard
  • self-reporting
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26
Q

The IPSOS-ASI copy test emphasizes:

A

recall and persuasion.

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27
Q

The two components of recall on the IPSOS-ASI are…

A

breakthrough
brand link

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28
Q

For the IPSOS-ASI copy test, recall and persuasion metrics are multiplied and placed on a scale called the…

A

CEI (copy effectiveness index)

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29
Q

A single # that measures an ad’s chance for success against all other ads in the database is the…

A

CEI (copy effectiveness index)

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30
Q

What is the “copy test conundrum?”

A

We actually process ads at the subconscious level (“not thinking”,) but copy testing forces the consumer to think (unnatural!!)

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31
Q

What do copy tests try to measure?

A
  • engagement
  • strength of branding
  • what the ad says about the brand
  • emotional impact
  • brand outcomes
  • viral potential
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32
Q

Fast thinking, little-to-no effort, behavioral, automatic, and intuitive thinking is categorized as…

A

SYSTEM 1

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33
Q

Conscious, critical thinking that takes time for thought is categorized as…

A

SYSTEM 2

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34
Q

What is a galvanic skin response test, and which system is it measuring (1 or 2)?

A

measure micro changes in finger
sweat to evaluate emotional
arousal

system 1

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35
Q

What is a facial tracking test, and which system is it measuring (1 or 2)?

A

measure facial expression to determine viewer’s REAL reaction to the stimuli

system 1

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36
Q

What is a neuroscience test, and which system is it measuring (1 or 2)?

A

electronic sensors attached to a cap that measure key brain regions to derive key measures of:
- emotional motivation
- memory activation
- attention processing

system 1

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37
Q

Why is it so hard to break through the clutter today?

A
  • more brands
  • more ads
  • more anti-brand sentiment
  • more ways to skip ads
  • more empowered consumer
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38
Q

What are the 6 21st century advertising power moves?

A

(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

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39
Q

Three techniques for ads that don’t look like ads:

A
  1. native marketing
  2. product placement
  3. influencer
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40
Q

Search and promoted, in-feed and content recommendations are all examples of…

A

native ads.

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41
Q

What are the threes R’s to consider for influencer marketing?

A

Relevance
Reach
Resonance

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42
Q

Someone is a nano-influencer if they have…

A

less than 10k followers.

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43
Q

Someone is a micro-influencer if they have…

A

between 10k and 100k followers.

44
Q

Someone is a macro-influencer if they have…

A

between 100k and 1 million followers.

45
Q

Someone is a mega-influencer if they have…

A

over a million followers.

46
Q

True or False: native advertising content is flagged with a “warning.”

A

TRUE!

47
Q

Streaming media services often adopt which kind of “disguised” ad?

A

product placement

48
Q

The practice of making advertising messages and product experiences feel unique to each customer is known as ____________________.

A

personalized marketing

49
Q

What are the three basic forms of personalized marketing?

A
  • addressed marketing
  • customized marketing
  • participation
50
Q

Direct mail and direct email are examples of micro-targeting, which falls under…

A

addressed marketing, part of personalized marketing.

51
Q

This technique has a low CPU and low customization.

A

mass media / production

52
Q

This technique has a low CPU and high customization.

A

mass customization

53
Q

This technique has a high CPU and high customization.

A

targeted media / custom production

54
Q

What are some marketing tactics a company can use to encourage participation?

A

social media
UGC
contests
gamification
interactive traditional (like TV)

55
Q

Social media ADVERTISING is a form of ________ media.

A

paid

56
Q

Social media MARKETING is a form of __________ media.

A

owned

57
Q

Both social media marketing and social media advertising should have a goal to encourage _________ media.

A

earned

58
Q

The two sources that UGC comes from are the _______ and the _______.

A

customers, employees

59
Q

How experiential marketing works:

A

high-impact idea –> viewers capture footage –> increases chances of virality

60
Q

Additional value or service neatly integrated into the brand (like Michelin stars or Guinness book of world records) is ________ _________.

A

branded utility

61
Q

Name two of the experiential marketing campaigns from class.

A
  • Cheeto museum
  • fearless girl
  • Dove real beauty
  • Tostitos drink and drive bag
  • west jet Christmas miracle
  • tattoo duo over (Duolingo)
62
Q

What are some pros to experiential marketing?

A
  • huge impact when done well
  • value of the plan multiplies
63
Q

What are some cons to experiential marketing?

A
  • risk of oversaturation
  • brands can get lost in the stunt / idea
  • tougher to coordinate with big ideas
64
Q

What are the five ways that emotion can drive advertising?

A

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
Q

What chemicals does the brain release when we feel emotion?

A

cortisol, dopamine and oxytocin

66
Q

Emotional responses to situations laid down by memories from the past are known as…

A

somatic markers

67
Q

Short term sales lifts, but unchanged brand perceptions. No long-term increase in sales or reduction in price sensitivity. (rational messaging / emotional priming)

A

Rational messaging

68
Q

Brand grows stronger, leading to long-term volume increase and reduced price sensitivity. (rational messaging / emotional priming)

A

Emotional priming

69
Q

In the long-term, emotional ads are…

A
  • drivers of effectiveness and creativity
  • more effective
  • better at building over time
  • more profitable
70
Q

Name three of the “emotional ads” we watched during class.

A
  • the girl and her dad
  • Disney world
  • suicide prevention
  • stepdads Budweiser
  • spider and android
  • tantrum condoms
  • helloflo period starter kit
71
Q

What are some classic sources of emotion?

A
  • family
  • real stories
  • unlikely friendships
  • babies and children
  • cute animals
  • humor and joy
72
Q

Brands have moved from a strategy of ________ differentiation to ________ differentiation to ________ differentiation.

A

functional, emotional, moral

73
Q

Why is cause marketing so big now? (explain the chain of events)

A
  • the internet made company practices more transparent
  • social media gave consumers a voice
  • we started demanding more from our brands
74
Q

What is cause marketing used to do?

A
  • make the brand more appealing
  • create value for customer
  • improve standing of the brand
75
Q

What are the three questions to ask in regards to companies choosing a “cause?”

A

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
Q

Name three of the cause marketing ads we watched.

A
  • Ben & Jerry’s “Save Our World”
  • Jeep
  • Pantone for LGBTQ
  • Vaseline skin platform
  • Language Microsoft
77
Q

What are the four key issues with cause marketing?

A
  • skew progressive
  • cause marketing clutter
  • there will almost ALWAYS be opposition
  • it’s easy to miss the mark
78
Q

What brand archetypes fall under the STRUCTURE category?

A

caregiver
ruler
creator

79
Q

What brand archetypes fall under the PERSONAL FULFILLMENT category?

A

innocent
sage
explorer

80
Q

What brand archetypes fall under the CHANGE category?

A

rebel
magician
hero

81
Q

What brand archetypes fall under the CONNECTION category?

A

lover
jester
everyman

82
Q

Who came up with the idea of archetypes, and in what year?

A

Carl Jung in 1919

83
Q

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.

A

“collective unconscious”

84
Q

This archetype’s main motivation is to serve others.

A

caregiver

85
Q

This archetype is most fulfilled by making a difference to someone else.

A

caregiver

86
Q

This archetype’s main motivation is to exert control.

A

ruler

87
Q

This archetype is most fulfilled by demonstrating leadership, orchestrating complex situations, and making things better for the kingdom.

A

ruler

88
Q

This archetype’s main motivation is to make things.

A

creator

89
Q

This archetype is most fulfilled by seeing new ideas take shape.

A

creator

90
Q

This archetype’s main motivation is to live in paradise.

A

innocent

91
Q

This archetype is most fulfilled when life is lived the way it “should be” (happiness, kindness, safety, etc.).

A

innocent

92
Q

This archetype’s main motivation is to gather wisdom.

A

sage

93
Q

This archetype is most fulfilled by discovering the truth.

A

sage

94
Q

This archetype’s main motivation is to search for one’s true self.

A

explorer

95
Q

This archetype is most fulfilled by seeking out new approaches and pushing boundaries to grow.

A

explorer

96
Q

This archetype’s main motivation is to break the rules.

A

rebel

97
Q

This archetype is most fulfilled by challenging convention or releasing pent up frustration.

A

rebel

98
Q

This archetype’s main motivation is to affect transformation.

A

magician

99
Q

This archetype is most fulfilled by realizing a vision, inspiring a positive change of state, and doing so with awe and wonder.

A

magician

100
Q

This archetype’s main motivation is to win.

A

hero

101
Q

This archetype is most fulfilled by vanquishing a foe.

A

hero

102
Q

This archetype’s main motivation is sensual pleasure.

A

lover

103
Q

This archetype is most fulfilled by finding and giving love.

A

lover

104
Q

This archetype’s main motivation is to have fun.

A

jester

105
Q

This archetype is most fulfilled by living in and enjoying the moment.

A

jester

106
Q

This archetype’s main motivation is to fit in.

A

everyman

107
Q

This archetype is most fulfilled by helping others belong to a group.

A

everyman

Integrated Marketing Communications (2 decks)

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