EXAM ITADV 2

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Franciscogalvan37
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143019
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EXAM ITADV 2
Updated:
2012-03-21 19:48:00
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advertising
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advertising
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  1. give an example of a commercial that uses scents
    • There were 3 given in class
    • 1.Westin White Tea
    • 2. Mrs. Mayers clean day
    • 3.Tide cleaning
  2. Who published "subliminal Seduction"
    Wilson Brian Key
  3. Why is mining the web a good idea?
    • online communities offer input
    • you can analyze brandtalk trackling software provides insights

    Its basically another of having consumer knowledge at your fingertips
  4. who came up with the concept of subliminal advertising?
    James Vicary
  5. what word did brian wilson see in the ice?
    sex
  6. we need to get consumers attention and be_______
    memorable
  7. list the 7 parts of the advertising plan
    • 1.introdution
    • 2. situation analysis
    • 3.objectives
    • 4.Budgeting
    • 5.strategy
    • 6. execution
    • 7.evaluation
  8. what are the 3 things that made account planners different from traditional researchers?
    • 1. account planers work directly with clients
    • 2. research has a more prominent role
    • 3. "planning agencies" tend to move qualitative and naturalistic research
  9. what 2 things does the audience do after decoding a message?
    • 1. response
    • 2. feedback
  10. source credibility is measured by _______
    • trustworthiness
    • espertise
  11. why dies china represent an incredible challenge fo US marketers?

    (more than 1 answer)
    • 1. size
    • 2. geographic diversity
    • 3. huge income + lifestyle differences
    • 4. unique culture
  12. list some examples of noise
    • -talking
    • -cant hear
    • -visual distractions
    • -texting

    and many more
  13. targeting emergents with messages that fit their age or social circumstances, as well as being first time users is what type of marketing?
    • point-of-entry
    • marketing
  14. what are the 5 types of target segments
    • 1. usage / commitment
    • 2. demographics
    • 3. geopgraphics
    • 4. psychographics
    • 5. benfit
  15. how a consumer feels about an ad far more imortant than what they say you think about them
    true
  16. what are the fundaental advertising objectives ? (7 total )
    • 1. creating or mainting brand awareness + adding knowledge about brand
    • 2. creating, changing + reinforcing attitudes
    • 3. influence purchase intentions
    • 4. stimulate trial
    • 5. repeat purrchases
    • 6. switch from competition brand
    • 7. increase sales
  17. web ads should be ____
    ___
    ___
    • interactive
    • customizable
    • entertaining
  18. what can interfere with an audiences ability to decode a and privide feedback
    noise
  19. how do you promote brand recall?
    • -repeptition
    • -slogan jingles
  20. whats the halo effect ?
    positive attitudes towards a brand that are NOT a direct result of an ad campaign
  21. list the 4 common mistakes in copywriting
    • triteness
    • vagueness
    • wordiness
    • creativity for creativitys sake ..
  22. true or false
    The basic principles of creative communication remain the same even though the media has changed
    true
  23. whats the big issue with humerous ads?
    you can after recall the ad but not the brand..

    murphy calls this the "vampire effect"
  24. what are the 2 approaches of budgeting ? 287-288
    • 1. percentage of sales
    • 2.share of market / share of voice
  25. the new coke example illustrates what 2 things?
    • 1. relying on research alone can lead to a marketing disaster
    • 2. NEVER confuse a product with a brand
  26. brand management tends to be _______about creative function in advertising
    skeptical
  27. the audience _____the message before responding
    decodes
  28. positioning ( define it )
    aligns the marketing mix to yield distinctive appeal for the target segment .
  29. what is the source effect ?
    the response to communication is influenced by the attitude the audience has toward the source
  30. according to dr Murphy what was one of the best comparison ads of all time ?
    Mac vs PC
  31. can you give the 3 element sof execution ?
    • copy strategy
    • media planner
    • IBP
  32. whats the key takeaway from the target pregnancy example?
    when DISCRETION is used, shoppers do not mind being attacked.
  33. what are the 3 essentials of effective postioning ?
    • Deliver on the promise
    • There magic in the consistency
    • make it different simply
  34. what does segmenting do?

    exhibit 6.3
    breaks down diverse markets into managable segments
  35. what are the 3 tyoes of ads could you use to instill brand preference ?
    • feel good ads
    • humor ads
    • sexual appeal ads
  36. which type of copywriting uses a hybrid form of writing copy for print + broadcast media ?
    digitial/ interactive media
  37. list the principles of design ( 5 total )
    • balance
    • proportion
    • order
    • unity
    • emphasis
  38. what does behavioral intent measure ?
    what consumers say they intend to do
  39. give 2 of th 6 purposes of illustration
    • 1.attract the attention of the target audience
    • 2. make the brand heroic
    • 3.commmunicate brand features or benefits
    • 4.stimulate reading of the body copy
    • 5.create the desired social context for the brand
    • 6. create a mood, feeling or image
  40. True or false
    the vicary experiment was the first successful use of subliminal advertising
    • false
    • the whole thing was made up
  41. what provides a common ground for the audience and speaker to understand the message ?
    their fields of experience
  42. when does target ID pregnant shoppers?
    during the 2nd trimester ( 4-6 months )
  43. true or false
    advertising has steered away from visuals and relies heavily on copy
    • false
    • adv mainly relies on visuals
  44. accroding to dr sernard mcgrane , subliminal messaging appeals to what 2 repressed objects ?
    sex and death
  45. brand exprience overrides taste

    true or false
    true
  46. what are the components of the situational analysis?
    • 1. cultural contexts
    • 2. hostorical context
    • 3. industry analysis
    • 4. market analysis
    • 5. competitor analysis
  47. what kind of response did the charmin seat or squad app have?
    • 500k downloaded the app
    • 500+ million media impressions
    • 200+news outlets provided coverage
    • WSJ deemed it among best marketing programs of the year
  48. list the 4 dimensions on which to evaluate research ?
    • reliability
    • validity
    • trustworthiness
    • meaningfulness
  49. what type of positioning does the Axe recovery shower gel use?
    user positioning

    this option takes a specific profile of the target user as the focal point of the positioning strategy
  50. what are the 3 positioning theme options ?
    • benefit
    • user
    • competitive
  51. what are the 3 research methods that Dr Murphy highlits for chp 7 ?
    • audience profiling
    • focus groups
    • field work
  52. list 3 ways to persuade the customer
    • reason - why ads
    • hardshell ads
    • comparison ads
    • testimonials
    • demostration
    • advertorials
    • infomercials
  53. what are the 5 secondary sources ?
    • web
    • internal
    • government sources
    • commercial sources
    • professional publications
  54. what does STP stand for in STP marketing ?
    • segmenting
    • targeting
    • positioning
  55. provide 3 of the 6 steps in reproduction
    • storyboard + script approval
    • budget approval
    • assesment of directors, editorial houses, music supplies
    • review of bids
    • creation of a reproduction timetable
    • selection of location , sets and cast
  56. direct response uses what types of opportunities to gauge ad effectiveness?
    • web
    • reply card
    • toll-free number
  57. ______ is the process of designing and representing ones product or service so that it will occupy a distinct and valued place in the consumers mind
    positioning
  58. what does targeting do ?
    it chooses a specific segment as the focal pont for marketing efforts
  59. brand names are
    1
    2
    • important intangible corporate assets
    • provide the basis for effective IBP campaigns
  60. the source ______ the message before sending it
    encodes
  61. according to vocary's experiment. coke sales increased by ___ and popcorn sales incrased
    • 18%
    • 58%
  62. brand information is stored as it relates to
    1
    2
    3
    • attributes
    • other objects
    • events , people, and experiences
  63. give the 3 types of questions Red Roof inns used to get opinions of their brand ?
    • awareness
    • knowledge
    • attitude
  64. does the public believe in subliminal messaging
    yes
  65. creative people need to play it safe

    true or false
    false

    creative people need to take risks

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