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a347 Quiz 3
Terms in this set (19)
4 Conditions of Guerrilla Marketing
1. It garners big attention
2. it does not rely on paid media
3. it is not a traditional commercial
4. it is a highly unusual act or device
What is Creative
A marketing term referring to the idea, writing and visuals that form the content of an ad.
Objectives of Creative (5 points)
- get their attention
- define a specific target
- explain your Unique Selling Proposition (USP)
- Don't forget the nuts and bolts - day, time and channel
- be creative (duh)
A slogan should...
- Be memorable
- Recall the brand name
- Include a key benefit
- Differentiate the brand
- Impart good feelings
- Reflect personality
- Be strategic
- Be campaignable
- Be competitive
- Be original
- Be simple
- Be neat
- Be believable
- Help order the brand
A slogan should not...
- Be in use by others
- Be bland
- Prompt negativity
- Be pretentious
- Be negative
- Be corporate waffle
- Make you say "so what?"
- Make you say "oh yeah?"
- Be meaningless
- Be complicated
1. Keep it Simple Stupid
2. Control every aspect
3. Grab attention
4. Use additional tools, like sound
5. Adopt a logo and theme, and stick with them
- avoid the edge effect
- avoid clutter
- employ styles of design that match the audience
- aim for effectiveness not awards
What is Merchandising?
- the selection display of goods in a retail outlet
- commercial goods, especially ones issued to exploit the popularity of a pop group, movie, sporting event, etc...
- Integrative Thinkers
Design Thinking Process
What is A Media Franchise?
An intellectual property involving the characters, setting and trademarks of an original work of media
(usually a work of fiction), such as a film, a work of literature, a television program or a video game. Multiple sequels are often planned well in advance, and (in the case of motion pictures) actors and directors often sign multi-film deals to ensure their participation.
What is A Mnemonic?
A sound effect or catchy musical punctuation designed to tie emotionally to a brand in the consumer's mind.
Ex: NBC, ESPN, Yahoo
- horizontal relationships with competitors in the US
- DVD, streams, download
What is Syndication?
the sale of the rights to broadcast radio shows and tv shows by multiple radio stations and tv stations w/ out going through a broadcast network, but may be itself considered a netowork
Syndication Business Models
- Straight Barter
- Cash Plus Barter
Syndication Business Models (What Types of Programs?)
- Older Network Series
- Newer Network Series
- Movies and Specials
- Non-network First-Run Series
Syndication Business Models (How do you know if a show will do well in syndication?)
- how well show did during its original run
- how loyal the audience is
- how well the sow has done with certain demographics
- market exclusivity
- owned and operated stations
Marketing to Advertisers (The Upfront)
A process where the vast majority of broadcast network advertising time is sold several months before the programs air.
Marketing to Advertisers ( Make-Good)
Networks make a guarantee that a minimum
rating or share will be achieved. Not achieving that minimum results in "Make-Good" commercials until that guarantee is reached.
Marketing to Advertisers (extra stuff)
- Numbers are based on previous years, time slots and similar shows. Ad agencies and networks negotiate
rates based on those estimates.
- Schedule presentations to ad agencies, major retailers/
manufacturers begin in early spring.
- Announce new shows and line-up changes.
- Follow-up materials.
- After the Up-front, sales continue with Spot and
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