Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

IMC > Exam 2 > Flashcards

Exam 2 Flashcards

1
Q

Helps marketers see how each controllable element interacts with the consumer response process

A

Persuasion Matrix

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Person involved in communicating a marketing message either directly or indirectly

A

Source

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

Spokesperson who delivers a message and/or endorses a product or service

A

Direct Source

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Could be a model-draws attention to and/or enhances the appearance of an ad

A

Indirect Source

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Credibility, attractiveness, power

A

Source Attributes

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

The extent to which the recipient sees the source having relevant knowledge, skill, or experience, and trusts the source to give unbiased, objective information

A

Credibility

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

When receiver adopts the opinion of the credible communicator since he/she believes information from this source is accurate

A

Internalization

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Persuasiveness of a message increases with the passage of time

A

Sleeper Effect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Similarity, familiarity, likeability

A

Attractiveness

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Receiver is motivated to seek some type of relationship with the source and adopts similar beliefs, attitudes, preferences, or behavior

A

Identification

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Risks when advertising with a celebrity

A
  1. Overshadow Product
  2. Overexposure
  3. Target Audiences receptivity
  4. Risk to advertiser
  5. Return on investment
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

He/she can actually administer rewards and punishment to the receiver

A

Source Power

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

If you accept persuasive influence, you can avoid punishment

A

Compliance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Information presented first is the most effective

A

Primacy effect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

Last arguments are most persuasive

A

Recency effect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Only highlight the positive attributes or benefits

A

One-sided message

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Presents both good and bad points

A

Two-sided message

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Presents both sides of an issue then refutes the opposing viewpoint

A

Refutational appeal

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Directly or indirectly naming competitors in the ad and comparing one or more specific attributes

A

Comparative Advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Arouse individuals to take steps to remove the threat

A

Fear Appeals

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
21
Q

Lose effectiveness when seen or heard repeatedly

A

Humor appeals

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
22
Q

Influence the medium has on a message

A

Qualitative media effect

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
23
Q

Amount of advertising in a medium

A

Clutter

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
24
Q

Determines what the advertising message will say or communicate

A

Creative Strategy

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
25
Q

How the message strategy will be executed

A

Creative Tactics

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
26
Q

Ability to generate fresh, unique, and appropriate or relevant ideas that can be used as solutions to communications

A

Advertising creativity

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
27
Q

Extent to which an ad contains elements that are novel, different, or unusual

A

Divergence

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
28
Q

How do you achieve divergence?

A
  1. Originality
  2. Flexibility
  3. Elaboration
  4. Synthesis
  5. Artistic Value
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
29
Q

Degree to which the various elements of the ad are meaningful, useful, or valuable to the consumer

A

Relevance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
30
Q

How do you achieve relevance

A
  1. Ad-to consumer (a celeb the consumer identifies with)

2. Brand-to consumer (brand is interesting)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
31
Q

Young’s model for creative process

A
  1. Immersion
  2. Digestion
  3. Incubation
  4. Illumination
  5. Reality/Verification
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
32
Q

Wallas’s model for creative process

A
  1. Preparation
  2. Incubation
  3. Illumination
  4. Verification
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
33
Q

Involves conducting research and gathering all relevant information about a client’s product or service, brand, and consumers is target audience

A

Account planning

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
34
Q

books, periodicals, trade publications, websites, scholarly journals, pictures & clipping services, which gather and organize magazine, newspaper and online articles on the product, market, and competition including their ads

A

General Preplanning Input

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
35
Q

specific studies conducted on the product or service, target audience, or combo of both

A

Product/service specific preplanning input

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
36
Q

finding ideas around which creative strategies can be based

A

Problem Detection

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
37
Q

research method by which consumers (10-12 people) from the target market are led through a discussion regarding a certain topic

A

Focus Group

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
38
Q

observing consumers in their natural environment

A

Ethnographic research:

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
39
Q

series of drawings used to present visual plan or layout of a proposed commercial

A

Story Board

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
40
Q

video of storyboard with audio soundtrack

A

Animatic

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
41
Q

set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in a different media across specified time period

A

Advertising Campaign

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
42
Q

central message that will be communicated in all the advertising and other promotional activities

A

Campaign Theme

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
43
Q

reduces key idea into a few words or a brief statement

A

Slogan/Tag Line

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
44
Q

specifies the basic elements of the creative strategy

A

Creative Brief

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
45
Q

attracts consumer attention, gets a reaction, and sets the product or service apart from competition

A

Major Selling Idea

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
46
Q

What is the unique selling proposition

A
  1. Each advertisement must make proposition to consumer
  2. Proposition must be something competition can not or does not offer
  3. Must be strong enough to pull new customers
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
47
Q

strong, memorable identity for the brand

A

Image Advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
48
Q

characteristic of the product that makes the consumer purchase it

A

Inherent Drama

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
49
Q

focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize the features and/or benefits of product/service or it’s brand

A

Information/Rational Appeal

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
50
Q

focus on dominant traits of the product or service

A

Feature Appeal

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
51
Q

advertiser makes direct or indirect comparison to another brand and usually claims superiority on one or more attributes

A

Competitive Advantage Appeal

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
52
Q

makes price the dominant point of the message

A

Favorable Price Appeal

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
53
Q

some type of news or announcement about the product, service or company dominates the ad

A

News Appeals

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
54
Q

stresses popularity of a product or service by pointing out how many consumers use the brand

A

Product/Service Popularity Appeal

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
55
Q

relate to the customers’ social and or psychological needs for purchasing a product or service

A

Emotional Appeals

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
56
Q

create feelings, images, meanings and beliefs about the product or service that may be activated when consumers use it, transforming their interpretation of the usage experience

A

Transformational Ad

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
57
Q

builds brand awareness and/or keeps brand name in front of consumers

A

Reminder Advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
58
Q

designed to build curiosity, interest and or excitement about a product or brand by talking about it but not actually showing it

A

Teaser Advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
59
Q

ads created by consumers rather than by the company or agency (users create ads and submit them for consideration

A

User Generated Content

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
60
Q

relies on straightforward presentation of information concerning the product or service

A

Straight Sale/Factual Execution

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
61
Q

variation of straight sell where scientific or technical evidence presented in ad

A

Scientific/technical evidence Execution

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
62
Q

to illustrate the key advantages of the product/service by showing it in actual use or in some staged situation

A

Demonstration Execution

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
63
Q

direct way of communicating brands particular advantage over its competitors

A

Comparison Execution

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
64
Q

many advertisers prefer to have their messages presented by way of testimonial

A

Testimonial Execution

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
65
Q

portrays problem or conflict that consumers might face in their daily lives

A

Slice of Life Execution

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
66
Q

animated scenes drawn by artists or created on the computer

A

Animation Execution

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
67
Q

develop central character or personality symbol that can deliver the message and with which the product/service can be identified

A

Personality Symbol Execution

68
Q

contains little or no info about the brand or company and is almost totally visual

A

Imagery Execution

69
Q

focus on telling a short story with product or service as the star

A

Dramatization Execution

70
Q

well suited to TV or radio

A

Humor Execution

71
Q

words in the leading position of the ad - read first or draw most attention

A

Headlines

72
Q

straightforward and informative in terms of message they are presenting and audience they are presented toward

A

Direct Headlines

73
Q

not straightforward, but provoke curiosity and draw readers in

A

Indirect Headlines

74
Q

smaller than headline but bigger than body copy. Used to enhance readability of the message

A

Subheads

75
Q

main text portion of a print ad, heart of the message

A

Body Copy

76
Q

physical arrangements of the parts of the ads

A

Layout

77
Q

message is delivered or action of the screen is narrated or described by an announcer who is not visible

A

Voiceover

78
Q

music that is prefabricated, multipurpose and highly conventional

A

Needledrop

79
Q

catchy songs about a product or service that usually carry advertising theme and a simple message

A

Jingle

80
Q

written version of a commercial that describes detailed description of video and audio content

A

Script

81
Q

work and activities that occur before actual recording or shooting

A

Preproduction

82
Q

period during which commercial is filmed or videotaped and recorded

A

Production

83
Q

activities and work that occur after commercial has been filmed and recorded

A

Postproduction

84
Q

series of decisions involved in delivering the promotional message to the prospective purchasers and/or users of product or brand

A

Media Planning

85
Q

plans of action designed to attain media objectives

A

Media Strategies

86
Q

general category of available delivery systems (broadcast, print, direct, outdoor advertising and other support media)

A

Medium

87
Q

specific carrier within medium category (magazine within print)

A

Media Vehicle

88
Q

measure of the number of different audience members exposed at least once to a media vehicle in a given period of time

A

Reach

89
Q

potential audience that might receive the message through a vehicle

A

Coverage

90
Q

number of times the receiver is exposed to the media vehicle in a specific time period

A

Frequency

91
Q

Problems in Media Planning

A
  1. Insufficient information
    a. Sweeps periods: used for measuring tv audiences and setting advertising rates
  2. Inconsistent technologies
  3. Time pressures
  4. Difficulty measuring effectiveness
92
Q

good indicator of potential of the market

A

Index Number

93
Q

based on a number of factors and gives planners insight into relative value of the market

A

Survey of Buying Power Index

94
Q

helps factor rate of product usage by geographic area into the decision process

A

Brand Development Index

95
Q

computed in the same manner as BDI but uses info regarding product category

A

Category Development Index

96
Q

media coverage exceeds the targeted audience and consumers are overexposed

A

Waste Coverage

97
Q

continuous pattern of advertising

A

Continuity

98
Q

intermittent periods of advertising and nonadvertising

A

Flighting

99
Q

continuous advertising, ramped up at certain times throughout the year

A

Pulsing

100
Q

total number of people exposed to an ad once if placed on two shows

A

Unduplicated Reach

101
Q

number of people reached by both shows

A

Duplicated Reach

102
Q

measure of potential reach in the broadcast industry

A

Program Rating

103
Q

number of people in the primary target audience the media buy will reach and the number of times

A

Target Ratings Points

104
Q

percentage of a vehicles audience reached at each effective frequency increment

A

Effective Reach

105
Q

average number of times target audience reached by a media schedule is exposed to the vehicle over a specified period

A

Average Frequency

106
Q

focusing on short interval reach at minimum frequency levels as close to the purchase decision as possible

A

Recency Planning

107
Q

actual total cost required to place the message

A

Absolute Cost

108
Q

refers to relationship between the price paid for ad time and size of audience delivered - used to compare media vehicles

A

Relative Cost

109
Q

cost per column inch in the paper

A

Daily Inch Rate

110
Q

estimate number of people who read a magazine without buying it

A

Pass Along Rate

111
Q

Advantages of Magazine

A

Selectivity, Reproduction quality, Creative flexibility, Permanence, prestige, Consumer receptivity and engagement, Services

112
Q

ability to reach specific target audience

A

Selectivity

113
Q

enable advertiser to make striking presentation by using third page that folds out and gives ad extra large spread

A

Gatefolds

114
Q

advertisement extends all the way to the end of the page with no margins

A

Bleed Pages

115
Q

two or more versions of ad are printed in alternate copies of particular issue of a magazine

A

Split Runs

116
Q

computerized production process that allows creation of hundreds of copies of a magazine in a continuous sequence

A

Selective Binding

117
Q

reproduces a message by projecting ink onto paper rather than using mechanical plates

A

InkJet Imaging

118
Q

Disadvantages of Magazines

A
  1. Costs
  2. Limited reach and frequency
  3. Long lead time
  4. Clutter and competition
119
Q

copies are sent (usually for free) to individuals publisher believes can influence the company’s purchases

A

Controlled Circulation Basis

120
Q

primary subscriber or purchaser gives magazine to another person or when publication is in doctors office

A

Pass Along Readership

121
Q

multiply readers per copy by circulation of an average issue

A

Total Audience/Readership

122
Q

buy space in a group of

publications as a package deal

A

Magazine Networks

123
Q

Types of Newspaper

A
  1. daily newspapers (cities and towns)
  2. weekly newspapers (towns and suburbs)
  3. national newspapers (usa today, new York times)
  4. special-audience newspapers (ad age)
  5. newspaper supplements (usa weekend)
124
Q

generally uses illustrations, headlines, white space, and other visual devices in addition to copy text

A

Display Advertising

125
Q

ads placed by local orgs, businesses and individuals

A

Local Advertising

126
Q

provides newspapers with substantial amount of revenue

A

Classified Advertising

127
Q

variety of government and financial reports and notices and public notices of changes in business and personal relationships

A

Special Ads and Inserts

128
Q

printed by advertiser and taken to newspaper to be inserted before delivery

A

Preprinted Inserts

129
Q

Advantages of Newspapers

A
  1. market penetration
  2. flexibility
  3. geographic selectivity
  4. reader involvement and acceptance
  5. services offered
130
Q

Limitations of Newspapers

A
  1. poor reproduction
  2. short life span
  3. lack of selectivity
  4. clutter
131
Q

market area composed of city where paper is published and contiguous areas similar in character to the city

A

City zone

132
Q

market outside city zone whose residents regularly trade with merchants within city zone

A

Retail Trading Zone

133
Q

apply to display advertisers outside newspapers designated market area

A

General Advertising Rates

134
Q

advertisers that conduct business or sell goods or services within designated market area

A

Local Advertising Rates

135
Q

use column widths 2-1/16 inches wide with tabloid size papers 5 columns wide and standard or broadcast papers 6 columns

A

Standard Advertising Units

136
Q

no discount for quantity or repeated space buys

A

Flat Rate

137
Q

various discounts available

A

Open-Rate Structure

138
Q

paper can place ad on any page in any position it desires

A

Run Of Paper

139
Q

pay higher rate to secure specific position

A

Preferred Position Rate

140
Q

discount for suing several newspapers as a group

A

Combination Rate

141
Q

A spokesperson who delivers an advertising message and endorses a product or service

A

Spokesperson

142
Q

Major determiner of creativity which reflects degree to which ad is useful, meaningful and valuable to consumer

A

Relevance

143
Q

A research method by which consumers 10-12 are led through a discussion of a particular topic

A

Focus Group

144
Q

The approach used in an advertisement elicit a response and to influence feelings toward a cause, service, or response

A

Advertising Appeal

145
Q

Most suitable for schedule seasonal products

A

Flighting

146
Q

The extent to which a recipient has relevant skill, knowledge and trusts the source for an unbiased objective information

A

Source Credibility

147
Q

Presenting the strongest arguments at the beginning assuming a primacy message. Information is effective at the beginning.

A

Primacy

148
Q

A specific carrier within a Medium category

A

Media Vehicle

149
Q

A measure of the number of audience members exposed at least once to a medium vehicle at A period of time

A

Reach

150
Q

The range of media exceeds the Target Audience

A

Waste Coverage

151
Q

The impact of a persuasive message from a low credibility can Increase over time since content because disassociated over time

A

Sleeper Coverage

152
Q

Why a marketer might want to emphasize creativity in the development of an advertising campaign

A

Breaking through the clutter/noise

153
Q

Focuses on the consumers practical, functional, or utilitarian need for the product or service

A

Rational Appeal

154
Q

An advertiser makes either a direct or indirect comparison to another brand and claims superiority on one or more Attributes

A

Comparative Ad

155
Q

Makes the experience of using a product richer, warmer, more exciting, and more enjoyable

A

Transformational Ad

156
Q

Slice of Life (when consumer can see self in their ad helps establish bond with consumer)

A

Product/Solution Appeal

157
Q

Advertising must sell the product or service

A

Rationalist Argument

158
Q

Thousands of consumers have switched over to our product

A

Popularity Appeal

159
Q

Designed to give a company or brand a unique association or personality

A

Image Advertising

160
Q

The primary advertising medium in terms of ad revenue and number of advertisers

A

Newspapers

161
Q

Celebrity endorsers bring Their meanings and image into ads then transfer them to the Product they are endorsing

A

Meaning Transfer

162
Q
  1. Immersion
  2. Digestion
  3. Incubation
  4. Illumination
  5. Reality/Verification
A

Youngs Creative Process

163
Q

The series of decisions steps involving delivering a promotional message to the prospective purchasers

A

Media Planning

164
Q

Often referred to as high involvement media

A

Magazines and Newspapers

165
Q

A test that can be used a process of measuring effectiveness of each ad

A

Split Run

IMC (2 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions