Exam #4 Part 2 Flashcards

1
Q

Advertising Objectives (3)

A
  • to inform
  • to persuade
  • to remind
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2
Q

Types of Advertising (7)

A
  • Institutional
  • product
  • competitive (direct or indirect action)
  • comparative
  • pioneer
  • reminder
  • corrective
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3
Q

Institutional Advertising

A

Tries to promote an organization’s image, reputation, or ideas.

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4
Q

Product Advertising

A

Tries to sell a product

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5
Q

Competitive Advertising

A

Tries to develop selective demand for a specific brand

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6
Q

Comparative Advertising

A

Makes specific brand comparisons using actual product names

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7
Q

Pioneer Advertising

A

Tries to develop primary demand for a product category

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8
Q

Reminder Advertising

A

Tries to keep the product name before the public

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9
Q

Corrective Advertising

A

Tries to correct previously deceptive advertising

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10
Q

Select the Appeal (5)

A
  • Logic and emotion
  • Celebrity appeal
  • Sex appeal
  • Power of novelty
  • Subliminal Advertising
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11
Q

Logic and emotion

A

Value/syrupy «> Terrifying

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12
Q

Celebrity appeal (3)

A
  • Physically attractive
  • Trusted by public
  • Image compatible with product
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13
Q

Sex appeal

A

associate product with pleasure

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14
Q

Power of novelty

A

make ads really stange

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15
Q

Subliminal Advertising

A

Subconscious visual or audio messages

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16
Q

Message Execution Styles (9)

A
  • Slice of life
  • Lifestyle
  • Fantasy
  • mood or image
  • musical
  • personality symbol
  • technical expertise
  • scientific evidence
  • testimonial
17
Q

Slice of life

A

product use in normal setting

18
Q

lifestyle

A

how product fits

19
Q

fantasy

A

around product use (redbull)

20
Q

Mood or image

A

evocative, no claim made

21
Q

Musical

A

singing while using

22
Q

personality symbol

A

character that personifies product

23
Q

technical expertise

A

shows experience or expertise in making

24
Q

scientific evidence

A

survey or study outperforming

25
Q

testimonial (3)

A
  • credible
  • likable
  • expert
26
Q

The effect of exposures on awareness depends on the exposures. (3)

A
  • Reach
  • frequency
  • impact
27
Q

Reach (R)

A

Number of different persons exposed to a particular media schedule at least once during a specific period.

28
Q

Frequency (F)

A

Number of times within the specific time period that an average person is exposed to the message.

29
Q

Impact (I)

A

Qualitative value of an exposure through a given medium.

30
Q

Total Number of Exposures (E)

A

Reach times the average frequency. E = R x F

31
Q

Gross Rating Points (GRPs)

A

A measure of the size of an advertising campaign or by a specific medium or schedule

32
Q

Weighted Number of Exposures

A

Reach times the average frequency times average impact. WE = R x F x I

33
Q

Reach is more important with___(5)

A
  • new products
  • flanker brands
  • well-known brands
  • infrequently purchased items
  • undefined target markets
34
Q

Frequency is more important with___(4)

A
  • strong competitors
  • complex story
  • high consumer resistance
  • frequent purchase cycles
35
Q

Media Scheduling (3x4)

A
Vertical: (top to bottom)
-concentrated
-continuous
-intermittent 
Horizontal: (left to right)
-level
-rising
-falling
-alternating