test 1 Flashcards
Advertising
A paid form of nonpersonal mass media communication that uses persuasion to sell, inform, educate, remind, and entertain
Integrated Marketing services
Coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers to present one, cohesive message
Two primary objectives of IMC
- to provide one, cohesive message
2. Cordinate the elements of promotional mix and other marketing activities
Public Relations
The systematic organization and distribution of paid and nonpaid communication with the intention of controlling and managing brand image
One way promotional mix
Public relations - attempting to control brand image
Advertising - paid form of nonpersonal communication
out of home transit - advertising seen outside the home
Two way promotional mix
- 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
Methods of collecting quantitative data
Formal - Participants must answer predetermined set of questions
Informal - Participants can answer open ended questions
Ethnographic research
A method of research which involves observing consumers in their natural environment (Also known as field studies research)
What makes a well written objective (4 things)
- measurable and concrete tasks
- Clearly identified target audience
- Benchmarks
- Specific time period
Four methods of segmentation for IMC
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)
What are two types of Information search?
Internal and external search
Internal vs External search
Internal - Recalling information stored in memory, such as past purchase behavior
External - Going to the internet
Brand equity, image, loyalty and awareness
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
What are the 6 methods of positioning?
Age, gender, Price and quality, Brand life cycle, Product usage, Repositioning
Positioning
Selecting one or more strategies to try and set your brand apart from competitors
What are three types of creative approaches?
Product approach, consumer approach, objective approach
Product approach
Focuses on one or more benefits that the product offers
Consumer approach
Focuses on shaping consumer attitude about the product
objective approach
Focuses on the desired outcome of the IMC campaign
Rational vs emotional appeals
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
Advertising creativity
The ability to generate fresh, unique, and appropriate or relevant ideas that can be used as solutions to communication problems
6 types of advertising layout
Big type, Copy heavy, picture window, Silouette, Multipanel, Circus
Big type
Large words and central focus on headline or slogan. Visuals play secondary role
Copy Heavy
- Features copy text to a much greater extent than headlines or visuals
- Useful for education and information; often used for new products or rebranding
Picture window
One large photo often with headline overlaying imagery
Silhouette
Features a grouping of visual elements surrounded by white space to set the visuals apart
Multipanel
- 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
Cirus
Empahsis on controlled chaos
What are the four steps to the design process?
Concept development, Thumbnails, roughs, super comprehensives
Concept development (step 1)
Goal is to generate as many ideas as possible
Thumbnails (step 2)
Starts the process of weening out the bad ideas. Start putting small proporinate drawings to place concept ideas on paper
Roughs (step 3)
More complete version of a creative concept,
giving a first look at what the final ad may be like
Drawn from the best thumbnails
Super comprehensives (step 4)
Developed on a computer with nearly every visual element that will be part of the final ad
Headline
The largest copy of text in an ad that will usually be read first
Direct headline
Straight forward and informative in terms of the message the ad is trying to get across
Indirect headline
Trying to draw attention through a creative approach that is often unrelated to the product itself
subhead
Accompanies the headline and reinforces its message
When to use a shorter copy vs a longer copy
Longer- New products, expensive products or when repositioning
shorter - Mainstream products, emotional message, reminder advertising
Slogan vs tagline
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
Explicit conclusions vs open ended conclusions
Explicit - Clearly drives home the message
open ended - leaves it to the recipient to think about it a little bit
One sided vs two sided messages
One sided - says only good things about product or service
two sided - lists both good and bad to try and build credibility
