Adv test 4

Card Set Information

Author:
jamieji
ID:
250027
Filename:
Adv test 4
Updated:
2013-12-02 13:39:12
Tags:
Adv318
Folders:

Description:
advertising test 3 book note
Show Answers:

Home > Flashcards > Print Preview

The flashcards below were created by user jamieji on FreezingBlue Flashcards. What would you like to do?


  1. Six Advantage of Newspapers
    • 1. geographic Selectivity
    • 2. timeliness
    • 3. Creativity Opportunities
    • 4. Credibility
    • 5. Audience interest and Demography
    • 6. Cost
  2. Four disadvantage of Newspapers
    • 1. limited Segmentation
    • 2. Creative Constraints
    • 3. Cluttered Environment
    • 4. Short life
  3. Four Advantages of Magazines
    • 1. Audience Selectivity
    • 2. Audience interest
    • 3. Creative Oportunities
    • 4. Long life
  4. four disadvantages of magazines
    • 1. limited Reach and Frequency
    • 2. Clutter
    • 3. Long lead times
    • 4. Cost
  5. 3 future of magazine
    • 1. How to adopt
    • 2. other ways to take advantage of digital environment
    • 3. Big advertisers becoming media companies
  6. Four Advantages of TV
    • 1. Creative Opportunities
    • 2. Coverag,e Reach and Repetition
    • 3. cost per Contact
    • 4. Audience selectivity
  7. 5 Disadvantages of Television
    • 1. fleeting message
    • 2. High absolute cost
    • 3. Poor geographic selectivity
    • 4. Poor audience attitude and Attentiveness
    • 5. Clutter
  8. 81% of people bought DVR to skip ads and they forward 75% of ads
  9. 5 Advantage of Radio Advertising
    • 1. Cost
    • 2. reach and Frequency
    • 3. Target Audience Selectivity
    • 4. Flexibility and Timeliness
    • 5. Creative Opportunities
  10. 4 Disadvantage of radio
    • 1. poor audience attentiveness
    • 2. Creative limitations
    • 3. Fragmented Audiences
    • 4. Chaotic Buying procedures
  11. The future of Radio
    • 1. Don't underestimate radio satellite
    • 2. Radio will affected by emerging technologies much in the same way that television will be affected
    • 3. Consolidation going on in the traditional radio market
  12. 5 Advantage of Digital and Interactive media advertising
    • 1. Target Market Selectivity
    • 2. Tracing
    • 3. Deliverability, Flexibility, and Reach
    • 4. Interactivity
    • 5. Integration
  13. Sales promotion on the internet well suited for distributing
    • 1. Coupone
    • 2. Contest and sweepstakes
    • 3. Sampling, trial offers and price-off deals
  14. Two technology will have biggest impact on digital/interactive adv and IBP
    • 1. Wireless communication (mobile access)
    • 2. Web-launched video and audio
  15. What is 3 purpose of direct marketing
    • 1.Close a sale
    • 2. Idetify future prospects and provide infor to selected customers
    • 3. engage Customers:seek their advice, gather info, and foster loyalty
  16. Stairatch and Advanture ad
    The goal of both of these ads isn't to sell immediately, but to get you to seek additional information
  17. 5 reason for growing popularity of Direct Marketing
    • 1. Convenience
    • 2. Credit card
    • 3. Developments in telecommunications
    • 4. Computer
    • 5. Direct marketing is probably the most effective way in which we can reach customers and establish a relationship with them.
  18. Direct marketing emphasis on
    Database development
  19. Marketing database
    Includes information collected directly from individual customers
  20. Excellen  example of idea spotting
    • L.L. Bean & Royal
    • CarRibean Cruise Line
  21. Brand message are in ___ with all other content options
    Competition
  22. Gross impressions
    represent the sum of exposures to the entire media placement in a media plan.
  23. Social Networking
    • Facebook, Myspace, Twitter, and other have revolutionized the way we think about mediated communication.
    • Consumers talk via the internet about brands
  24. Three primary approaches to Madison and Vine media
    • 1. Product placement
    • 2. Storyline integration
    • 3. Original content note("Never hide" films posted on the web and shown in class)
  25. Social media are really asocial
    the message then maybe the staccato style of texting may lead to friendships and other social relstionship that are equally quick, surface and have no time to spare.
  26. the 15% ad agency media commission system is gone, replaced by
    Fee-for-service basis
  27. New media options have been springing up with a ___ between PR and advertising
    blurring of the line
  28. globalization is becoming more and more the wave of the present;
    Free content via the internet is threatening traditional media
  29. ___ and __ is more of a concern when consumers have ways of avoiding it (Tivo type devies)
    Hyper and clutter
  30. Percentage of all advertising dollars in the united states still go to the traditional (print, radio, and tv media)
    • 80%
    • These media are rich and necessary communication alternative for most advertisers.
  31. Newspaper still represented large volume of advertising
    21 million
  32. percentage of adults reading in 1970
    78%
  33. percentage of adults reading in 2010
    30%
  34. Six advantage of newspaper
    3C, T, ID, GS
  35. Four disadvantage of Newspaper
    LS, CC, CE, SL
  36. Four advantage of magazine
    • Creativity +Long life
    • Audience selectivity+interest
  37. 4 disadvantage of magazine
    • RF
    • C
    • L
    • C
  38. Paid search
    • $17/30 billion=57% of total digital/interactive adv.
    • This explain Google's success
  39. The revolution of the internet
    •  1. Technology has the power and potential to change everything
    • 2. What can be truly revolutionary about the internet is its ability to alter the basic nature of communication within a commercial channel
  40. Percentage of internet users seldom or never use blog
    88%
  41. real attraction of internet
    highly desirable, highly segmentable, and highly motivated audience.
  42. 9 types of digital/interactive internet advertising
    • 1. Paid search
    • 2. display/banner
    • 3. pop-up-pop under ads
    • 4. Sponsorship
    • 5. Home page
    • 6. Widget
    • 7. Second life
    • 8. Video game
    • 9. Rich media video and audio
  43. percentage of paid search makes efficient use of the web to add relevance to marketing contacts and accounts for about ___ of on-line spending?
    75%
  44. Critical market tool
    corporate/brand home pages
  45. ___ and ___ provide vehicle through which viral marketing effort can spring to life
    Email and social media
  46. Percentage of mobile phone users remember advertising or promotion receive on their phone
    39%
  47. Measuring the effectiveness of Digital/interactive Advertising and IBP
    • 1. Hits
    • 2.Page Views
    • 3. Web analytic software
  48. Percentage of web advertisers claim that they have been victim of click fraud
    40%
  49. Sale promotion
    the use of incentive techniques that create a perception of greater brand value among consumers, the trade, and business buyers
  50. Intent
    To generate a short term increase in sales by motivating trial use, encourage larger purchases, or stimulating repeat purchases.
  51. Six reasons for shift away from mass media advertising to sales promotion
    • 1. Demand for greater accountability
    • 2. Short term orientation
    • 3. Consumer response to Promotions
    • 4. Proliferation of brands
    • 5. Increased power of Retailers
    • 6. Media Clutter
  52. Six objective for consumer market sales promotion
    • 1. Stimulate Trial purchase
    • 2. Stimulate repeat purchase
    • 3. Stimulate larger purchase
    • 4. Introduce new product
    • 5. Disrupt competitor's strategy
    • 6. Contribute to integrated Brand promotion
  53. 8 Sale promotion technique
    • 1. Coupons
    • 2. Price-off Deal
    • 3. Premims and ADvertising specialties
    • 4. COntest and sweeptakes
    • 5. Sampling and trial offers
    • 6 Phone and gift cards
    • 7. rebate
    • 8. Frequency (continuity)programs
  54. 4 Objective for promotion in the Trade Channel
    • 1.  Obtain initial Distribution
    • 2. Increase order size
    • 3. encouragec ooperation with consumer-market sales promotion
    • 4. Increase store traffic
  55. Major categories of support media
    • 1. Outdoor
    • 2. Out-of-home
    • 3. Directory
    • 4. Packaging
  56. Promotional benefits of packaging to the advertiser
    • 1. use color, shape and design to create a perception(image) of value(plastic bottle VS glasses water bottle)
    • 2. Perfumes use packaging to project the desired image
  57. Example of leveraging event sponsorship
    • 1. entertain clients
    • 2. Reward/motivate sales force
    • 3. distribute product samples
    • 4. collect consumer survey information
  58. Great value of branded entertainment
    It makes the message DVR-proof
  59. Four counter forces to growth of placement and brand entertainment
    • 1. Oversaturation
    • 2. Unpredictable
    • 3. marketer and filmmakers don't always appreciate the each other
    • 4. Playing it straight with consumers.
  60. Key to success for any campaign
    • 1. Choose the right set of option to engage a target segment
    • 2. Coordinating the placement of message to ensure coherent and timely communication
  61. What two major points does the Wunderman test illustrates about the mind set of direct marketers?
    • 1. SImply idea of staging a test
    • 2. How to initiate a dialogue with the consumer
  62. Direct marketing
    an interactive system of marketing, which uses one or more advertising media to effect a measurable response and/or transaction at any location.
  63. Frequency -marketing program
    database, benefit package, communication strategy
  64. Two fundamental premises of database marketing
    • 1. get to know customers
    • 2. Creating meaningful, trust with them
  65. Why would Target want to identify pregnant women well in advance of their due date?
    Emergent consumers' brand preferences are still under development
  66. Campaign ran by columbia sportswear for 24 years
    Gert Boyle
  67. Wim Hoff was used to
    Create buzz& a cool image
  68. Nicole Karalekas
    • 1.Baking
    • 2.Paiting
  69. Jarrod Higgins
    Play the tuba
  70. Darcie Burrell
    • 1. Writing
    • 2. F-ing with people
  71. Dave Allen
    Musician/entrepreneur
  72. Hayley Goggin producer on "The Bachelor"
    Ski-bum, partying and professional Hayley
  73. 5 Truth about the creative process
    • 1. Quality ideas come from large quantity of ideas
    • 2. Experience builds confident and perspective
    • 3. Work environment is important to stimulate creativity
    • 4. Break up work with play
    • 5. Success requires optimisn, determination, patience, joy, and coping with fear and doubt.
  74. 7 universal principles of creativity/effective communication
    • 1. Think different
    • 2. simplicity
    • 3. specificity
    • 4.Belivability
    • 5. Relevance
    • 6. Using USP
    • 7.Consistancy
  75. think different
    • 1. VW ads satuday evening magazine
    • 2. Apple 1997 commercial
    • 3. Chevrolet Truck-Lassie
  76. 3 Components of "Traditional A layout" used by Bernbach
    • 1. 2/3 picture, 1/3 copy
    • 2. 3 copy blocks
    • 3. A headline
  77. Simplicity
    • Lincoln's Gettysburg Address.
    • Got Milk
    • Dogd rule
    • Google Homepage
    • Charles schwab
    • Tennis ball
  78. specificity
    • cal Train
    • Camp Cullen
    • Progressive Insurance
    • Proof of specific works in communication: Hilton Hotels
  79. Believabiility
    • 1.Gamestop ad
    • 2. Lemon and think small
  80. Nike Lebron James
    Good example of relevance
  81. Humor can add relevance
    VW mule died
  82. 3 rule of USP
    • 1.Make a definite proposition
    • 2.It must be unique
    • 3. the proposition must sell
  83. What qualities did Bernbach look for in creative people
     People with insight into human behavior, tap into passions, need to be concerned with what people take away from advertising
  84. what did Bernbach mean by "advertising doesn't work unless you feel it in the gut?
    Must appeal to the emotions-the average person doesn't come to decisions just on an intellectual basis-appeal to their instincts and aspirations.
  85. What is Bernbach's view on conviction in advertising?
    Work without conviction won't sell-it's a requirement
  86.  Attitude to cigarret
    A principle is not a principle until it costs you money
  87. what about appeal to vulgarity VS. good taste
    Bernbach strives for good taste, but you can get attention from both
  88. Will technological developments change how consumers are persuaded by ads
    It will always be the same, no matter the time-new inventions don't create new ideas.
  89. Three promises of technology
    • 1. Always be heard
    • 2. Be wherever you want to be
    • 3. We never have to be alone
  90. Headline should
    • 1. grab reader's attention
    • 2. Be relevant
    • 3. Coax the reader by
    • holding something back
    • telling the complete story at glance
  91. Illustrations should
    • 1. Support the selling point
    • 2. Form a complementary relationship with the headline
    • 3. Have story-appeal
  92.  The canon ad is a good example of what?
    A gimmick illustration-it gets our attention, but it is not relevant
  93. Story appeal
    • 1. show people feeling good
    • 2. the aesthetic quality of the photo
    • 3. readers relate to the scene.
  94. Body copy should
    • 1. Focus on customer benefits
    • 2. Be written in everyday, familiar language
  95. Body copy
    • 1. gives reader the details
    • 2. It is more than product information
  96. ____ is important layout tool that can increase the impact of an ad
    Type style
  97. Type style
    • 1. Make sure type face is easy to read
    • 2. Use cams/lower case and serif type
  98. Really simple magazine
    • 1.92 ads in issue
    • 2. 26/92 ALL caps headline
    • 3. 21/26 san-serif type
    • 4.8/26 All caps body cope
  99. Layout/design should
    • 1. Organize the reader's experience
    • 2. Draw the eye through each ad element
    • 3. use white/open space to make the ad distinctive
    • 4. use type creatively
  100. fastest growing place where comercials appear
     online digital video ads
  101. 17 Guidelines for creative commercials
    • 1. Grab the viewer's attention
    • 2. Be single mind
    • 3. register the brand
    • 4. Have a payoff
    • 5. Build campaigns
    • 6. Picture must tell a story
    • 7. Tone must reflect the brand's personality
    • 8. Show people, not object
    • 9. generate trust
    • 10. Break the pattern
    • 11. Position the brand
    • 12. Use demonstration
    • 13. Use testimoials
    • 14. Use eccentric casting
    • 15. use music
    • 16. use emotion
    • 17. Use humor
  102. 6 Basic facts
    • 1. People are inattentive
    • 2. People don't always remember the brand/sponsor they remember the commercial
    • 3. The mother tongue of the brain is the image
    • 4. people are interest in people
    • 5. A prospect will not buy from a sales-person she does not trust
    • 6. Humor is a strong memoery aid
  103. 3 reason why use humor in ads
    • 1. Humor is memorable
    • 2. Life is a drag
    • 3. Humor rewards
  104. Principle of enhancement
    Humor should focus attention on the selling point
  105. 9 humorous formats
    • 1. Kids
    • 2. County folks
    • 3. Animals
    • 4. Odd juxtaposition
    • 5. Family relationship
    • 6. Celebrities
    • 7. Characters
    • 8. Parodies
    • 9. outrageousness
  106. Dipar and Reader to cereal
    43% and 35%
  107. Good example of coordination campaign
    American Express blue card
  108. percentage of people who want free sample they would swift
    43%
  109. The starting point of the Mailing list
    • 1. name and address.
    • It's just  the start point

What would you like to do?

Home > Flashcards > Print Preview