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Advertising > Final > Flashcards

Final Flashcards

1
Q

What are the different types of TV commercial formats?

A
  1. Problem/Solution
  2. Demonstration
  3. Slice-of-LIfe
  4. Testimonial/Endorsement
  5. Presenters
  6. Vignette
  7. Jingle
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2
Q

What is a problem/solution TV commercial?

A

Using the product as a solution to a problem

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3
Q

What is a demonstration TV commercial?

A

Product is shown being used

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4
Q

What is a Slice-of-Life TV commercial?

A

Based on a realistic life story

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5
Q

What is a testimonial/endorsement TV commercial?

A

An individual delivers the sales
message; presents his/her experience
with product and recommends it

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6
Q

What is a presenters TV commercial?

A

Person talks directly to
camera and tells you why
you should use the product

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7
Q

What is a vignette TV commercial?

A

Several brief episodes
threaded together to drive
same point home over and
over again

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8
Q

What is a jingle TV commercial?

A

Message presented in lyrics set to music

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9
Q

What makes a TV spot good?

A
  • A major selling feature or benefit
  • A selling proposition that is relevant to the intended audience
  • A strong opening to capture attention
    (first 3 seconds)
  • An appropriate presentation
    (problem/solution, demonstration,
    spokesperson, etc.)
  • Opportunities to showcase the product
    (it should be the star; show it often and
    end with it)
  • A good fit between the audio and visual
  • A way to involve the viewer with the
    product
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10
Q

What are the development steps for a TV commercial?

A

Script and storyboard

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11
Q

What are scripts?

A
  1. Copywriter has primary
    responsibility
  2. Has unique 2-column
    manuscript format
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12
Q

What are storyboards?

A
  1. Art director has primary responsibility
  2. Each cell/frame represents a major scene in the
    script
  3. Frames are shown sequentially
  4. Images in frames are usually drawn
  5. Audio and directional information are placed
    below each frame (Audio is more important)
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13
Q

What is direct marketing?

A

Direct marketing is a database-driven process of
directly communicating with targeted
customers or prospects using any medium to
obtain a measurable response or transaction
via one or multiple channels.

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14
Q

What are the advantages of direct marketing?

A
  1. Purchase not restricted
    to location
  2. Marketer controls
    product until delivery
  3. Easier to evaluate its
    effectiveness
  4. Flexibility in form and
    timing
  5. Has more of a one-to-one,
    personalization aspect than
    other tools
  6. Talk TO people, not AT them
  7. Focuses on sales
  8. Produces measurable results
  9. Collects relevant customer
    information for databases
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15
Q

What are the disadvantages of direct marketing?

A
  1. Consumers reluctant
    to purchase (can’t
    touch the product or
    try it on)
  2. Annoyances
    associated with direct
    marketing
  3. Unable to reach
    everyone in
    marketplace
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16
Q

What do databases do?

A
  1. Store consumer characteristics
    and response/transaction
    patterns
  2. Enable direct marketing efforts
    to be highly targeted
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17
Q

What is the 80/20 rule?

A

80% of repeat business comes
from 20% of your customers

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18
Q

What are the three characteristics of direct marketing?

A
  1. An offer
  2. Response mechanism
  3. Measurability
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19
Q

What is an offer in direct marketing?

A

Give the customer something;
motivate him to act

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20
Q

What is a response mechanism in direct marketing?

A

Give the customer a way to
respond immediately

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21
Q

What is measurability in direct marketing?

A

Statistically analyze what
worked and what didn’t

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22
Q

What are offer components in direct marketing?

A
  1. Price
  2. Unit of Sale
  3. Optional features
  4. Incentives
  5. Time limits
  6. Guarantees
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23
Q

What are the tools of direct marketing?

A
  1. Direct Mail
  2. Catalogs
  3. Telemarketing
  4. Direct-Response Advertising
    5.
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24
Q

What are the formats of direct marketing?

A
  1. Self-Mailer
  2. Direct Mail Package
  3. Dimensional Mailer
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25
Q

What is a self-mailer format in direct marketing?

A
  1. A piece that does
    not have an
    envelope
  2. It is folded and
    sealed on one end
  3. Typically has a
    lower response rate,
    but can cost less
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26
Q

What is a direct mail package format in direct marketing?

A

Several elements sent in
an envelope.

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27
Q

What is a dimensional mailer format in direct marketing?

A
  1. Includes an element that is
    3-D
  2. Expensive, but great for
    getting attention and
    getting opened
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28
Q

What is direct mail in direct marketing?

A

A print advertising
message for a
product or service
delivered by mail

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29
Q

What are catalogs in direct marketing?

A

A multipage direct-
mail publication that
shows a variety of
merchandise

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30
Q

What is telemarketing in direct marketing?

A
  1. Inbound and outbound
  2. Lots of criticism
  3. Scripts need to be
    carefully constructed
    considering all the
    consumer responses
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31
Q

What is direct-response advertising in direct marketing?

A
  1. Advertising (TV
    commercials, radio spots,
    print ads) that goes
    beyond image to offer a
    contact element
  2. All direct-response
    advertising moves
    consumer to action
32
Q

What is lifetime value in direct marketing?

A

Keep customers beyond the first sale

33
Q

What is the mission of direct marketing?

A

The marketing of goods and services directly from
manufacturer or wholesaler to the consumer.

34
Q

What is sales promotion?

A

The use of any incentive by a manufacturer to induce the trade
(wholesalers and retailers) and/or consumers to buy a brand and
to encourage the sales force to aggressively sell it. The incentive
is additional to the basic benefits provided by the brand and
temporarily changes its perceived price or value.

35
Q

What is push vs. pull in sales promotion?

A
  1. Pull: Efforts designed to create demand
    in the end user or consumer. Can include
    advertising and promotions such as
    coupons.
  2. Push: Efforts that “push” the product
    through the channels so they are available
    to consumers. These communications are
    targeted to the sales force and the retailers.
36
Q

What is pull in sales promotion?

A

Efforts designed to create demand
in the end user or consumer. Can include
advertising and promotions such as
coupons.

37
Q

What is push in sales promotion?

A

Efforts that “push” the product
through the channels so they are available
to consumers. These communications are
targeted to the sales force and the retailers.

38
Q

What are the consumer promotion objectives in sales promotion?

A
  1. Short term sales boost
  2. Introduce new product
  3. Encourage trial
  4. Retain current customers
  5. Get repeat/frequent/multiple purchases
  6. Build brand equity/awareness/support other
    media
  7. Pre-empt competitive activity
  8. Increase purchase cost/size
39
Q

What are the consumer promotion strategies in sales promotion?

A
  1. Trial
  2. Loading
  3. Continuity
  4. Usage
  5. Image
40
Q

What are the consumer promotion tactics in sales promotion?

A
  1. Sampling
  2. Coupons
  3. Bonus Packs
  4. Premiums
  5. Continuity Programs
  6. Rebates
    7.Contests/Sweepstakes/Games
  7. Cause-related
  8. Tie-ins
41
Q

What is sampling in sales promotion?

A

Any method used to deliver an actual or trial-sized
product to consumers. The device for trial.

42
Q

What are coupons in sales promotion?

A

A certificate, with a stated value for either money or
merchandise, which the customer presents at the time
of the purchase.

43
Q

What are bonus packs in sales promotion?

A

Extra quantity of product at same price. Good for products
used quickly.

44
Q

What are premiums in sales promotion?

A

Merchandise offered free or at a reduced price as an
inducement to buy a different item.

45
Q

What are continuity programs in sales promotion?

A
  1. A continuing promotion offer with inducements to make
    additional purchases of the product.
  2. Designed to create and
    reward brand loyalty among consumers who might otherwise
    switch from brand to brand within a category.
46
Q

What are refunds/rebates in sales promotion?

A

An offer by a manufacturer to return a certain amount of
money to the consumer when a particular product or group of
products is purchased.

47
Q

What are contests in sales promotion?

A

An event that invites the consumer to apply skill to solve or
complete a specified problem, such as write a jingle. Entrants
may be required to provide a proof of purchase or other
consideration to enter.

48
Q

What are sweepstakes in sales promotion?

A

A chance promotion involving the giveaway of products and
services of value to a randomly selected group of those who
have submitted qualified entries. To prevent infringement of
lottery laws, they do not require monetary consideration such
as purchase.

49
Q

What is point-of-purchase in sales promotion?

A

Communication materials in the store or at the point of
sale

50
Q

What is out-of-home advertising?

A
  1. Short, reminder
    advertising
  2. Includes
    outdoor, transit,
    mobile, and
    more
51
Q

What are the advantages of out-of-home advertising?

A
  1. Influences customers when
    they are out and likely to
    make a purchase decision
  2. TV/Radio/Print are very
    cluttered; out-of-home
    provides an alternative that
    can’t be turned off or
    thrown away
  3. Can build awareness
    quickly because we tend to
    travel the same routes
    every day
  4. Outdoor has a powerful presence (size, bold images, colors, available 24/7)
  5. Can reach specific audiences or audiences near specific locations (restaurant)
  6. Can be lower in cost than other media
  7. Offers flexible timing (short or long periods)
  8. May be seen by a lot of people
52
Q

What are the disadvantages of out-of-home advertising?

A
  1. No room for features/benefits
  2. Locations may not be available
  3. May reach people who aren’t interested
  4. Has a negative image (environmentally)
  5. Hard to measure effectiveness
  6. Weather can affect readability
  7. Not all markets are large enough to offer outdoor
53
Q

How do you write for out-of-home advertising?

A
  1. Keep it short (7 words)
  2. Use simple words
  3. Use common, easy-to-read fonts
  4. Use visuals and make them large
  5. Show product visually
  6. Use emotion and humor
  7. Focus on one idea
  8. Don’t be subtle
  9. Be creative
54
Q

What is branding?

A

The process of creating special meaning (brand
image) for your product

55
Q

Why are brand names important for branding?

A
  1. The success of the name is critical to the success
    of the product
  2. Helps product stand out
  3. Must be appealing, memorable, easy to pronounce
56
Q

What are slogans in branding?

A
  1. Theme line, tagline
  2. A phrase or sentence that captures the heart of
    the advertiser or its message
57
Q

What are trade characters in branding?

A

Illustrative devices to add memorability
or personality to the brand

58
Q

What is brand equity in branding?

A

Reputation, meaning and value that the
brand name or symbol has acquired over time

59
Q

What are domain names in branding?

A

The place where customers can find you on the
web (URL, web address)

60
Q

What is interactive media in digital marketing?

A

Communication systems that permit two-way
communication (the closer it is to a
conversation, the more accurately it can be
called “interactive”)

61
Q

What is internet advertising in digital marketing?

A
  1. Web sites (many different
    forms: catalog, storefront,
    info clearinghouse,
    content, etc.)
  2. Advertising resources
  3. Social media
  4. Blogs
  5. Streaming
62
Q

What are the advantages of internet advertising in digital marketing?

A
  1. Relatively inexpensive
  2. Advertisers can
    customize and
    personalize messages
  3. Can provide sales
    leads or actual sales
63
Q

What are the disadvantages of internet advertising in digital marketing?

A
  1. Inability of experts to
    effectively place ads
    and measure
    effectiveness
  2. Clutter may even be
    worse than in other
    media
64
Q

What is the purpose of internet advertising in digital marketing?

A
  1. Provide brand reminder message
  2. Deliver informational or persuasive message
  3. Drive traffic and sales
  4. Interactive brand experience
  5. New home for “TV commercials”
65
Q

What is alternative media advertising?

A

Alternative (or nontraditional) is concerned
first with the encounter, effect,
impression and then the brand connection

66
Q

What is alternative out-of-home advertising?

A

Brand messages
experienced outside
the home that go
beyond traditional
outdoor advertising

67
Q

What is guerilla marketing?

A

Low cost or free marketing that promotes
the product in a creative, unexpected way

68
Q

What is experiential advertising in alternative advertising?

A

Give the consumer an experience with the
brand instead of sending a message

69
Q

What is new media in alternative advertising?

A
  1. Brand experiences on the Web
  2. Webisodes
70
Q

What are key issues in ethical advertising?

A
  1. Poor taste and offensive advertising
  2. Stereotyping
  3. Body and self image
  4. Targeting children
  5. Misleading claims and other message
    strategies
  6. Controversial products
71
Q

What are some ethical issues in advertising?

A
  1. Should advertising be allowed for harmful products such as cigarettes?
  2. Should children be
    targeted with
    advertising?
  3. Do advertisers go too far with puffery?
  4. Is advertising having
    harmful effects on
    viewers (physical
    characteristics, gender
    roles, etc.)?
72
Q

What is puffery in ethical advertising?

A
  1. An exaggerated statement
  2. Not factual statement
73
Q

What is the shape vs. mirror debate in ethical advertising?

A

How is advertising related to the society it is in

74
Q

What is shape in ethical advertising?

A

Advertising manipulates people, shapes social
trends, dictates how people behave, controls how we think
and act. The cumulative effect of all the advertising we see takes control away from us.

75
Q

What is mirror in ethical advertising?

A

Advertising spots trends and creates messages using them. It cannot MAKE people do things they don’t want to do. People are not robots who simply follow commands. They think and choose for themselves and if
they don’t like or want a product, they won’t buy it.

76
Q

What are the pros of advertising?

A
  1. Advertising is based on the capitalist idea of continually expanding
    demand for new products and services.
  2. Advertising gives people information and helps consumers make
    choices.
  3. Advertising can be used for all types of products, services and
    organizations, including charities
  4. Advertising subsidizes the cost of mass media—keeps media “free”
    or inexpensive.
  5. Advertising is a type of “free speech” which is protected by the
    Constitution.
  6. Advertising helps the economy grow and provides people with jobs.
  7. Advertising does not force people to buy things.
  8. Advertising is a type of art that persuades and amuses
    simultaneously.
77
Q

What are some criticisms of advertising?

A
  1. Advertising makes people feel inadequate if they
    don’t look a certain way or own certain products.
  2. Advertising presents a skewed reality of body sizes, aging, product representations, etc.
  3. Advertising promotes overconsumption
    which can hurt the
    environment.
  4. Advertising encourages people to buy things they don’t
    really need or products that can be harmful.
  5. Advertising encourages people to value owning things over more important
    social values.

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