Upgrade to remove ads
Intro to Advertising Exam 2
Terms in this set (49)
The systematic gathering, recording and analysis of information to help managers make marketing decisions
o Identify consumer needs/ market segments
o Necessary information for new products
o Enables managers to assess the effectiveness of marketing programs and promotional activities
The systematic gathering and analysis of information specifically to facilitate the development or evaluation of advertising strategies ads and commercials and media campaigns
individual at an advertising agency primarily responsible for account planning
Represents the client, takes a business perspective
o *What should be the advertising manager's first step when he or she is asked to develop an advertising plan? → Review the company's marketing plan
information obtained directly from the market place via quantitative/ qualitative methods
o The two types of formal marketing research are: → Qualitative and Quantitative
o The three basic research methods use to collect quantitative data are: observation, experiment, and survey
designed to explore a problem by reviewing secondary data and interviewing a few key people with the most information to share
Issues in Advertising Research
• Validity/ reliability: it must be unbiased and true to the market
• Sample size: Must reflect the universe
• Probability samples (random samples: greatest accuracy because everyone in the universe has a chance to be selected)
• Nonprobability samples: respondents are selected on basis of availability so there is no guarantee they are representative of the universe
• Design and content of questionnaire: poorly designed questionnaires can bias results
• Strengths, weaknesses, opportunity, threat
• Mountain dew:
o S= attractive brand image
o W= age
• *In a SWOT analysis, which of the following would be listed in the "W" quadrant? → Sales have been declining for 3 consecutive years.
o O= increased interest
o T= Rising Prices for commodities
What is the relationship between marketing plans and advertising plans?
Advertising plan is a natural outgrowth of the marketing plan and picks up where the marketing plan stops (SWOT)
The traditional planning process with four main elements: situational analysis, marketing objectives, marketing strategy, and tactics/ action programs
o Company comes up with idea with unique concept and who the consumer was going to be
o *Which of the following is not an element of top-down marketing? Positioning
o *The first step in traditional top-down planning is to determine specific marketing objectives → False
Creating, maintaining, and enhancing long-term relationship with customers and other stakeholders that result in exchanges of information and other things of mutual value
a marketing objective that shifts management's view of the organization from a producer of products or services to a satisfier of target market needs
marketing objectives that relate to a company's sales volume; sales by product, market segment, or customer type: market share; growth rate of sales volume; or gross profit
o This campaign is intended to drive sales to a certain amount- more marketing plan
o *The ___ relates marketing objectives to a company's sales volume. → sales- target objective
o *Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives. Which of the following is the best sales target objective for the bakery to use? → To increase sales of pecan pies by 3% during the next six months
Know the 7 approaches to positioning
1. Product Attribute
2. Price/ Quality
3. Use/ application
4. Product class
5. Product user
6. Product competitor
7. Cultural symbol
• *Which of the following is not important when developing a positioning strategy? → Technology.
Setting the brand apart by stressing a particular product feature important to consumers
Position on the basis of price or quality
a. Look at rolex different than timex
position on the basis of how a product is used (e.g. arm and hammer)
position the brand against other product, that while not the same, offer the same class of benefits
a. High quality have different connotation in peoples minds
positioning against the particular group who uses the product
positioning against competitors (e.g avis/ hertz) using the strength of the competitor's position to help define the subject brand.
positioning apart from competitors through the creating or use of some recognized symbol or icon
Advertising Pyramid (from base, up)
o Awareness → aquate people with product to the large audience
o Comprehension: To communicate enough information about the product
o Conviction: to persuade a certain number of people to acutlly believe in the products value
o Action: in the end, it is compared with the number of people aware of the product, the number of people who take action is quite small.
• *In the advertising pyramid, the bottom and largest goal is "Awareness." What is the goal at the top? → Action
Model that can guide the creative team as it converts the advertising strategy and the big idea into the actual physical ad or commercial. (From base up)
o Attention (base)
o Interest: Carries the prospective customer to the body of the ad.
o Credibility: Customers are sophisticated and skeptical, they want claims to be supported by facts
A specific communication task to an advertising campaign. Should accomplish for specific target audience
o Spelled out in marketing plan
o *When engages in media-planning activities, it is important to note that media objectives directly result from: The advertising plan
o *The _____ describes how the advertiser will achieve its stated media objectives: Media Strategy
a step by step procedure used to discover original ideas and reorganize existing concepts in new ways
o The creative team develops a message strategy and begins the research for the big idea.
What are the steps involved in brainstorming to the "Big Idea"?
• Big idea: The flash of creative insight- the bold advertising initiative that captures the essence of the strategy in an imaginative involving way and brings the subject to life to make the reader stop, look, and listen
Steps from brainstorming to the "Big Idea"
o Brainstorming leads to ideas → Ideas → Visualization → Strategy → the Big Ideas
o *The Big Idea captures the essence of an advertising plan in general, not specific, terms: False
Does Sex sell?
• No → short time
• Indecency vs. Obscenity?
o Indecency: Advertisements do not break any laws
o Obscenity: The Advertisement is illegal
• May be proper for some advertisers; exploitative for others
• Controversy creates publicity → Publicity creates interest → Interest generates sales
Who are the creative?
• Copywriter: written/ word concepts
• Art Director: Graphic Designer and Production Artist (visual)
o *In order to visualize a print layout, an art director may sketch a → thumbnail
• Creative Director: head of the creative team → responsible for creative product
How does research affect IMC?
What are the 4 steps to creative thinking?
1. Preparation: thinking about the problem and what is needed to solve it
2. Incubation: thought about the problem that occurs subconsciously
3. Illumination: potential solutions that pop into awareness as a result of incubation
4. Verification: determining which solutions might work
Promising benefits that will offer relied from an undesirable situation or condition. Informational ads tend to address negatively originate purchase motive, such as problem removal or avoidance in an attempt to provide solutions to those problems.
o Straight forward → Fact based
promising benefits that will reward consumers. Transformational ads tend to address positively originated purchase motives, such as sensory gratification, intellectual stimulation, or social approval in an attempt to make people feel happier.
What elements make up a creative message
• Verbal: what the message should say
• Nonverbal: Overalll graphics
• Technical: Mechanical outcome including budget and scheduling limitations/ mandatories
o *The ___ of an ad is defined as being the average number of times a person must see or hear a message before it becomes effective → Effective Frequency
Fact-base vs. Value Based
• *Value applies to the lowest priced good or service in the category
the act or process of managing the visual presentation
o Art incorporates the whole presentation: visual or verbal
o The act or process of managing the visual presentation of an ad or commercial
whole visual presentation of an ad
o Art: the non-verbal message- 50% of communication
o Design, layout, thumbnail, camera-ready art
What is the definition of art? Of copy?/
• Art: whole visual presentation of an ad
o Art: the non-verbal message- 50% of communication
o Design, layout, thumbnail, camera-ready art
• Copy: The verbal message
o Headline, content, call to action, slogan/ tag
o *The visual element of a print ad is supposed to convince the reader of the truth the copy claims → True
What elements go into art? Into copy?
• Art: Design, layout, thumbnail, camera-ready art
• Copy: Headline, content, call to action, slogan/ tag
What goes into the design and approval process?
• Thumbnail sketches: rough rapidly produce pencil sketch
• Rough Layout: Artist draws to actual size of ad, final type style
• Dummy: Handheld brochure or multipage ad
• Comprehensive: highly refined facsimile of finished ad, colored photos, glossy
• Mechanicals: type and line art are pasted on whiteboard- much more finished (camera ready)
• Paste-up: plating elements (now digitally)
• Approval: Subject for approval
Know the value of headlines and the role of visuals in print
• Headlines must engage and invite
• Role: To attract attention, engage audience, explain the visual, lead audience into body, and present key benefit
o Benefit heads make direct promis
o New/ info heads make announcements
o Provocative heads provoke curiosity
o Question heads direct reader to find answers in copy
o Command heads order reader to act
What are the different print design styles?
• Poster Style: 1 giant visual with words underneath
• Mondrian: Horizontal and vertical lines/ rectangles and square give geometric shape
• Circus: multiple illusions/ oversized type/ tilts → fun and interesting
• Picture Frame: copy is surrounded by visual
• Copy Heavy: There is a lot to say, but it wont be covered in visual
• Montage: Similar to circus, bring many illustrations together and arranges by superimposing
• Combo layout: combine 2 or more un-relatable elements
What are the various kinds of body copy?
• Straight: sell, copy, explain, develop headline
• Institution copy: promotes philosophy merits, not product- whole brand
• Narrative copy: tells a story
• Dialogue/ Monologue Copy: adds more belief than narrative
• Picture-Caption copy: useful for multi-use products
• Device copy: uses puns, rhyme, humor, etc.
What elements go into a radio script? A television script?
o Script → A 2-Column list that includes:
• Sound effects
• Audio → voiceover, music/jingle,
• 30 Second Spot: 60-70 words
• 10 second spot: 20-25 words
o Script → A 2-column list that includes:
• Video: visuals and production, legal
• Audio: voiceover, SFX, music/ jingle
• Storyboard: Rough layout of spot
• (Basically a thumbnail) series of pictures
o *A television commercial script is divided into three columns: audio, SFX, and video → False
How do broadcast commercials follow the creative pyramid?
• Celebrity or benefits
• Script and music
Know the formats for radio and television spots
1. Straight Announcement (Radio/ TV)
a. Someone standing infront of a product.
c. Clients that are not looking at creative stuff (educational)
2. Integrated commercial (radio):
a. Doesn't seem like a commercial
b. Product placement
3. On- Camera (TV)
a. Straight-forward announcer talking about the product
4. Voice Over (TV)
b. Celebrity can be identified by a voice
5. Presenter Commercial (radio/ TV)
a. Demonstration on TV
b. As if used in their own lives
6. Radio Personality
a. Howard stern
b. Effective spokes person
7. Testimonial (radio/TV)
a. Real users of product
b. Lives have been changed
c. Demonstration much more effective on TV than radio
8. Musical/ Jingles (Radio/ TV)
a. Strong visuals with a jingle
b. Really effective with the advertiser we will know
9. Slice of life/ problems solution (radio/ TV)
a. Actual use of something in real life
b. Someone has an issue and it's been a large part of that person's life
c. Solving the problem
10. Lifestyle technique (radio/ TV)
a. Shows hwo the products will fit with overall lifestyle
11. Animation (TV)
a. More in the future
What makes the web unique and crucial?
• Incorporates elements of print and broadcast
• Relies on interactivity
• Creates virtual WOM through e-fluentials
• E-fluencers: someone that influence through the web, advocates for products
• Benefits: Two way communication
o Must be user friendly
o Must be easy to navigate and find information
o Banner ads used to bring users to another site
o Viral ads used to spread messages through youtube, etc.
How is writing different online vs. print/ broadcast?
• Two way communication
YOU MIGHT ALSO LIKE...
Introduction to Business | Gaspar, Bierman, Kolari…
Advertising Management test 2
ADV Ch. 8
Marketing ?'s test 2
OTHER SETS BY THIS CREATOR
Survey Of Advertising Final
Intro to Creativity Final
Principles of Marketing Final
Marketing Quiz 3