test 1 Flashcards

1
Q

Advertising

A

A paid form of nonpersonal mass media communication that uses persuasion to sell, inform, educate, remind, and entertain

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2
Q

Integrated Marketing services

A

Coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers to present one, cohesive message

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3
Q

Two primary objectives of IMC

A
  1. to provide one, cohesive message

2. Cordinate the elements of promotional mix and other marketing activities

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4
Q

Public Relations

A

The systematic organization and distribution of paid and nonpaid communication with the intention of controlling and managing brand image

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5
Q

One way promotional mix

A

Public relations - attempting to control brand image
Advertising - paid form of nonpersonal communication
out of home transit - advertising seen outside the home

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6
Q

Two way promotional mix

A
  • direct marketing (When organizations communicate directly with target customers)
  • sales promotion (coupons, contests, anything that promotes buying their product)
  • Internet marketing
  • mobile marketing
  • Alternative marketing
  • personal selling
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7
Q

Methods of collecting quantitative data

A

Formal - Participants must answer predetermined set of questions
Informal - Participants can answer open ended questions

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8
Q

Ethnographic research

A

A method of research which involves observing consumers in their natural environment (Also known as field studies research)

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9
Q

What makes a well written objective (4 things)

A
  • measurable and concrete tasks
  • Clearly identified target audience
  • Benchmarks
  • Specific time period
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10
Q

Four methods of segmentation for IMC

A

Geographic - where they live
Demographic - age, gender, education, income
Behavioristic - Dividing consumers into their prior usage of product
Psychographic - personality, life styles (some people say it is the most effective criterion)

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11
Q

What are two types of Information search?

A

Internal and external search

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12
Q

Internal vs External search

A

Internal - Recalling information stored in memory, such as past purchase behavior
External - Going to the internet

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13
Q

Brand equity, image, loyalty and awareness

A

Equity - companys reputation
image - personality and image compared to other brands
loyalty - the relationship between consumers and brand
awareness - how aware the target audience is about the brand

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14
Q

What are the 6 methods of positioning?

A

Age, gender, Price and quality, Brand life cycle, Product usage, Repositioning

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15
Q

Positioning

A

Selecting one or more strategies to try and set your brand apart from competitors

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16
Q

What are three types of creative approaches?

A

Product approach, consumer approach, objective approach

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17
Q

Product approach

A

Focuses on one or more benefits that the product offers

18
Q

Consumer approach

A

Focuses on shaping consumer attitude about the product

19
Q

objective approach

A

Focuses on the desired outcome of the IMC campaign

20
Q

Rational vs emotional appeals

A

Rational - Focuses on the target markets practical need for the product through information and facts used to educate and inform consumers
Emotional - Focuses on evoking certain emotions in the target market through copy and imagery

21
Q

Advertising creativity

A

The ability to generate fresh, unique, and appropriate or relevant ideas that can be used as solutions to communication problems

22
Q

6 types of advertising layout

A

Big type, Copy heavy, picture window, Silouette, Multipanel, Circus

23
Q

Big type

A

Large words and central focus on headline or slogan. Visuals play secondary role

24
Q

Copy Heavy

A
  • Features copy text to a much greater extent than headlines or visuals
  • Useful for education and information; often used for new products or rebranding
25
Q

Picture window

A

One large photo often with headline overlaying imagery

26
Q

Silhouette

A

Features a grouping of visual elements surrounded by white space to set the visuals apart

27
Q

Multipanel

A
  • Uses pictures with captions to tell a story
  • Used in print advertising to divide an ad into section
  • Also used on social media as users swipe through images
28
Q

Cirus

A

Empahsis on controlled chaos

29
Q

What are the four steps to the design process?

A

Concept development, Thumbnails, roughs, super comprehensives

30
Q

Concept development (step 1)

A

Goal is to generate as many ideas as possible

31
Q

Thumbnails (step 2)

A

Starts the process of weening out the bad ideas. Start putting small proporinate drawings to place concept ideas on paper

32
Q

Roughs (step 3)

A

More complete version of a creative concept,
giving a first look at what the final ad may be like

Drawn from the best thumbnails

33
Q

Super comprehensives (step 4)

A

Developed on a computer with nearly every visual element that will be part of the final ad

34
Q

Headline

A

The largest copy of text in an ad that will usually be read first

35
Q

Direct headline

A

Straight forward and informative in terms of the message the ad is trying to get across

36
Q

Indirect headline

A

Trying to draw attention through a creative approach that is often unrelated to the product itself

37
Q

subhead

A

Accompanies the headline and reinforces its message

38
Q

When to use a shorter copy vs a longer copy

A

Longer- New products, expensive products or when repositioning
shorter - Mainstream products, emotional message, reminder advertising

39
Q

Slogan vs tagline

A

Slogan - A brief phrase that describes a company’s philosophy or a product’s image..Usually company wide
Tagline - A brief phrase that describes an ad campaign

40
Q

Explicit conclusions vs open ended conclusions

A

Explicit - Clearly drives home the message

open ended - leaves it to the recipient to think about it a little bit

41
Q

One sided vs two sided messages

A

One sided - says only good things about product or service

two sided - lists both good and bad to try and build credibility