Exam #4 Part 2 Flashcards
Advertising Objectives (3)
- to inform
- to persuade
- to remind
Types of Advertising (7)
- Institutional
- product
- competitive (direct or indirect action)
- comparative
- pioneer
- reminder
- corrective
Institutional Advertising
Tries to promote an organization’s image, reputation, or ideas.
Product Advertising
Tries to sell a product
Competitive Advertising
Tries to develop selective demand for a specific brand
Comparative Advertising
Makes specific brand comparisons using actual product names
Pioneer Advertising
Tries to develop primary demand for a product category
Reminder Advertising
Tries to keep the product name before the public
Corrective Advertising
Tries to correct previously deceptive advertising
Select the Appeal (5)
- Logic and emotion
- Celebrity appeal
- Sex appeal
- Power of novelty
- Subliminal Advertising
Logic and emotion
Value/syrupy «> Terrifying
Celebrity appeal (3)
- Physically attractive
- Trusted by public
- Image compatible with product
Sex appeal
associate product with pleasure
Power of novelty
make ads really stange
Subliminal Advertising
Subconscious visual or audio messages
Message Execution Styles (9)
- Slice of life
- Lifestyle
- Fantasy
- mood or image
- musical
- personality symbol
- technical expertise
- scientific evidence
- testimonial
Slice of life
product use in normal setting
lifestyle
how product fits
fantasy
around product use (redbull)
Mood or image
evocative, no claim made
Musical
singing while using
personality symbol
character that personifies product
technical expertise
shows experience or expertise in making
scientific evidence
survey or study outperforming
testimonial (3)
- credible
- likable
- expert
The effect of exposures on awareness depends on the exposures. (3)
- Reach
- frequency
- impact
Reach (R)
Number of different persons exposed to a particular media schedule at least once during a specific period.
Frequency (F)
Number of times within the specific time period that an average person is exposed to the message.
Impact (I)
Qualitative value of an exposure through a given medium.
Total Number of Exposures (E)
Reach times the average frequency. E = R x F
Gross Rating Points (GRPs)
A measure of the size of an advertising campaign or by a specific medium or schedule
Weighted Number of Exposures
Reach times the average frequency times average impact. WE = R x F x I
Reach is more important with___(5)
- new products
- flanker brands
- well-known brands
- infrequently purchased items
- undefined target markets
Frequency is more important with___(4)
- strong competitors
- complex story
- high consumer resistance
- frequent purchase cycles
Media Scheduling (3x4)
Vertical: (top to bottom) -concentrated -continuous -intermittent Horizontal: (left to right) -level -rising -falling -alternating
