Media Advertising Flashcards
_____ uses research to focus the creative process in order to nurture a relationship between consumer and brand.
Account Planning
Which term refers to the systematic gathering, recording, and analysis of new information to help managers make marketing decisions?
marketing research
Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies, individual ads, and whole advertising campaigns?
advertising research
If an Internet advertiser were to subscribe to Nielsen-Net Ratings, it would receive information about the web surfing habits of various demographic groups. This would be an example of _________
media research
Casper Mattresses made a website to ask consumers questions about how they feel about their current mattress, their daily sleep patterns, and how much they would be willing to pay for a new mattress. Casper was collecting
Primary Data
Square Space ran a research study to see how consumers use existing website building platforms. In the study, they cited findings from Google that tracked consumers’ behavior as they built websites through several different services. The information Square Space pulled from Google’s survey is
secondary data
Which question would be used to gather qualitative research?
How would you describe your ideal cable television channel?
Kraft Foods brought together a group of twenty mothers to discuss their views of Kraft Singles in comparison to less expensive brands. The conversation was run by a trained researcher who led the _____ to reveal the participants’ true feelings about the products.
Focus group
Following its latest ad campaign, Mail Chimp asked consumers a series of direct and unstructured questions to measure if the campaign created a positive image for the company. The company conducted a(n)
attitude test
A marketing researcher designed a questionnaire that asked, “In your opinion, how should the government take a more active role in making sure that your food is handled properly?” This is an example of what type of question?
open-ended
The two sub-strategies of the advertising strategy are the
creative strategy and media strategy.
Dove soap sells itself as the soap for women with dry skin. The positioning strategy for Dove is most likely based on the use/application approach.
True
A magazine that writes a feature about Amazon is a stakeholder for the company.
To succeed, companies must focus on managing loyalty among customers and stakeholders (employees, centers of influence, stockholders, the financial community, and the press).
The two main components of an advertising strategy are the segmentation strategy and the message strategy.
Advertising strategy consists of two sub strategies: the creative strategy and the media strategy.
In order to create a new marketing plan for Mountain Dew, the company has completed a detailed SWOT analysis to assess the current strengths, weaknesses, opportunities, and threats to the brand. The next step in creating a marketing plan will be to
determine specific marketing objectives.
Pyramid Breweries Co. has stated that partnering with committed wholesalers capable of delivering first class customer service is an important _____ objective for the company if the microbrewery is to maintain its reputation for customer satisfaction.
corporate
A full-page ad that Dell ran in Fortune magazine about the firm’s latest laptop is an example of which type of company/brand-related message being sent to company stakeholders?
planned
Which type of brand message is exemplified by negative consumer posts on a company’s Facebook page?
unplanned
What should be the advertising manager’s first step when asked to develop an advertising plan?
reviewing the company’s marketing plan
In creating an advertising plan for its new electric car, the Lightning Bug, Volkswagen sets an objective to motivate two-thirds of consumers who are convinced the Lightning Bug is a practical alternative to hybrids to take a test drive. Taking a test drive demonstrates the _____ level of the advertising pyramid.
action
account planner
individual at an agency primarily responsible for account planning
marketing research
systematic gathering, recording, and analysis of informaiton to help managers make marketing decisions
advertising research
the systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies, ads and commercials, and media campaigns
advertising strategy research
used to help define the product concept or to assist in the selection of target markets, advertising messages, or media vehicles
media research
systematic gathering andanalysis of information on the reach and effectiveness of media vehicles
pretesting
testing the effectiveness of an advertisement for gaps or flaws in message content before recommending it to clients, often conducted through focus groups
posttesting
testing the effectivness of an advertisement after it has been run
marketing information systen
set of procedures for generating an orderly flow of pertinent infromation for use in making marketing decisions
secondary research
2nd step in the research process, designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share
primary data
research information gained directly from the marketplace
secondary data
info that has been previously collected or published
primary research
collecting data directlyf rom the marketplaceusing qualitative or quantitative data methods
qualitative research
research that uses in-depth studies of small non random samples to explore the behavior perceptions needs and motivations of a target audience
quantitative research
research that uses larger representative samples and survery to quantify hypotheses and measure specific market variables
projective techniques
in marketing research, asking indirect questions or otherwise involving consumers in a situation where they can express feelings about the problem or product. the purpose is to get an understanding of people’s underlying or subconscious feelings, attitudes, opinions, needs, and motives
intensive techniques
qualitative research aimed at probing the deepest feelings, attitudes, and beliefs of respondetns throguh diret questioning. Typical methods include in-depth interviews and focus groups
In-depth interview
An interview technique that uses carefully planned but loosely structured questions to probe respondents deeper feelings
focus group
a qualittative method of research which six or more ppl typical of the target market are invited to a group session to discuss the product, the services, or the marketing situation for an hour or more
ethnographic research
an intensive research technique that has been gaining in populartiy among advertisers. It involves trying to understand behavior and culture by going out and talking to people wherever they are while they’re doing whatever it is they do
observation method
a method of research used when researchers actually monitor people’s actions
Universal Product Code
An identifying series of vertical bars with a 12-digit number that adorns every consumer packaged good
experimental methodd
A method of scientific investigation in which a researcher alters the stimulus received by a test group or gourps and compares the results with those of a control group that did not receive the altered stimulus
test market
an isolated geographic area used to introduce and test the effectiveness of a product, ad campaign, or promotional campaign, prior to a national rollout
survey
a basicmethod of quantitative research to get ppls opinions, surveys may be conducted in person, by mail, on the telephone, or via the internet
direct questioning
a method of pretesting designed to elicit a full range of responses to the advertising. it is especially effective for testing alternative advertisements in the early stages of development
central location tests
a type of pretest in which videotapes of test commercials are shown to respondents on a one-to-one basis, usually in shopping center locations
clutter tests
method of pretesting in which commercials are grouped with noncompetititve control commercials and shown to prospective customers to measure their effectiveness in gaining attention, increasing brand awareness and comprehension, and causing attitude shifts
attitude test
a type of posttest that usually seeks to measure the effectiveness of an advertising campaign in creating a favorable image for a company its brand or its products
recall tests
posttesting methods used to determine the extent to which an advertisement and its message have been noticed, read, or watched
inquiry tests
a form test in which consumer responses to an ad for information or free samples are tabulated
sales tests
a useful measure of advertising effectiveness when the advertising is the dominant element, or the only variable, in the company’s marketing plan. Sales tests are more suited for gauging the effectiveness of campaigns than of individual ads or components of ads.
validity
important characteristics of a research test for a test to be valid it must reflect the strue status of the market
reliability
important characteristic of research test results for a test to be reliable, it must be repeatable, producing the same result each time it is administered
sample
portion of the poopulation selected by market researchers to represent the appropriate targeted population. Also, a free trial of a product.
universe
an entire target population
probability samples
research samplein which all members od the target population have an eual and independent chance of being selected for the study
nonprobabilitysampels
research samples that do not provide every unit population with an equal chance of being included. As a result, there is no guarantee that the sample will be representative
marketing plan
plan that directs the company’s marketing effort
top-down marketing
traditional planning process with four main elements: situation analysis, marketing objectives, marketing strategy, and tacticsof action programs
situation analysis
fact statement of the organization’s current situationand how it got there
SWOT Analysis
After assessin a company’s situation, the writer of amarketing plan prepares an analysis that identifies the brand’s or product’s stregnths, weaknesses, opportunities, and threats
corporate objectives
goals of the company stated in terms of profie or return on investment
marketing objectives
goals of the marketing effort that ay be expressed in terms of the needs of specific target marketsand specific sales objectives
need-satisfying objectives
A marketing obectve that shifts management’s view of the organization from a producer of products or services to a satisfier of target market needs
sales-target objective
marketing objectives that relate to a company’s sales they may be expressed in terms of total sales volume; sales by product, market segment, or customer type; market share; growth rate of sales volume; or gross product
marketing strategy
the statement of ho the company is going to accomplish its marketing objectives
positioning
the associationof a brand’s features and benefits ith a particular set of customer needs, clearly differentiating it from the competitition in the mind of the customer
product life cycle
progressive stages in the life of a product- incliding intro, groth, maturity, and decline that affect the way a product is marketed and advertised
tactics
the specific short-term actions that will be used to achieve marketing objectives
bottom-up marketing
the opposite of standard top-down marketing planning bottom-up marketingfocuses on one specific tactic and develops it into an overall strategy
relationship marketing
creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual value
value
The ratio of perceived benefits to the price of the product
stakeholder
inrelationship marketing, customers,employees, centers of influence, stakeholders, the financial community, and the press. different stakeholders require different types of relationships
lifetime customer value
the total sales or profit value of a customer to a marketer over the course of that customer’s lifetime
synergy
an effect achieved when the sum of the parts is greater than that expected from simply adding togther the individual components
endcap promotions
a merchandising method that uses special displays onshelving at the end of aisles in a store
integrated marketing communications
the process of building and reinforcing mutually proditable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications progam that enables them to make consecutvie contact with the company/ brand through a variety of media
planned messages
traditional marketing communications messages, including advertising, sales promotion, publicity and personal selling. These messageshave the least impact because they are seen as self-serving
Product messages
communicated by a product, its packaging, price, or distribution elements
Service messages
messages resulting from eomployee interactions with customers these messages typically have greater impact than planned messages
unplanned messages
messages that emanate from gossip, unsought news stories, rumors, or major disasters. Companies have little control over unplanned messages but the messages can dramatically affect customers’ attitudes
advertising plan
the plan that directs the cmpany;s advertising effort. A natural outgrowth of the marketing plan. It anlyzes the situation, sets advertising objectives, and lays out a specific strategy from which ads and campaigns are created
advertising strategy
the advertisement objective declares what the advertiser wants to achiev with respect to consumer awareness, attitude, and preference. Advertising strategy descibes how to get there. It conssits of two substratgies the creative stratgy and the media strategy
Creative Strategy
A written statement that serves as the creative team’s guide for writing and producing an ad. It decides that mostimportant issues that should be considered in the development of the ad, including the objctive of the advertising; a definition anddescription of the target audience; the key benefit to be promised; the product features that support that promise, the style, approach, or tone to be used; and generally, what the copy should communicate
Media strategy
documetn that helps media planners determine how messages will be delivered to consumers. It defines the raegt audeince the communication objectives that must be achieved and the charactertistics of the media that will be used for the delivery of the messages
Percentage of sales method
a method of advertisign budget allocation based on a percentag of the previous year’s sales, the ancitipated sales for the next year, or a combination of the two
share-of-market/share-of-voice method
a method of allocating advertising funds based on determining the frim’s goals for a certain share of the market and then applying a slightly higher percentage of industry advertising dollars to the firm’s budget
objective/task method
a method of determining advertising allocations, also referred to as the budget build up method that defines objectives and how advertising is to be used to accomplish them. It has 3 steps; defining objectives, determining strategy, and estimating the cost
