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Advertising Exam
| Question | Answer |
|---|---|
| Advertising | A paid, mediated form of communication from an identifiable source designed to persuade the receiver to take action |
| Integrated Marketing Communications (IMC) | The coordination and integration of messages from various sources to build and reinforce relationships with customers |
| Functions of Advertising | identifying products and their source, inducing consumers to try new products, stimulating distribution, and building brand value and loyalty |
| Evolution | Advertising has moved from a history of simple commerce to a modern focus on digital integration and relationship building |
| Puffery | Exaggerated, subjective claims that cannot be proven true or false, such as "the best ever" |
| Externalities | The social costs or benefits caused by the sale or consumption of products to people not involved in the transaction |
| Economic Impact | Advertising affects the value of products, prices, competition, and overall consumer demand |
| Regulation | Various government agencies like the FTC, FDA, and FCC regulate advertising to protect consumers from deceptive or unfair practices |
| Advertising Agency | An independent organization of creative and business people who develop and prepare advertising plans and other promotional tools |
| Suppliers | People and organizations that assist both advertisers and agencies in preparing advertising materials, such as photographers or web designers |
| Agency Roles | Core functions within an agency include account management, account planning (research), creative services (art and copy), and media planning/buying |
| Local vs. National | Local advertisers focus on location and volume, while national advertisers focus on brand building and market share |
| Market Segmentation | The process of dividing a total market into groups with similar characteristics |
| Marketing Mix (The 4 Ps) | The four strategic elements—Product, Price, Place, and Promotion—used to reach a target market |
| Types of Segmentation | Markets can be segmented behavioristically (user status, loyalty), geographically, demographically (age, gender, income), or psychographically (lifestyle, values) |
| Product Life Cycle | Products typically move through four stages: Introduction, Growth, Maturity, and Decline, each requiring different advertising strategies |
| Perception | The personalized way we sense, interpret, and comprehend data |
| Product Involvement | The importance or relevance of a product to a consumer, which affects how they process information |
| Communication Process | This involves a source encoding a message, sending it through a channel (medium) to a receiver who decodes it, while dealing with "noise" or distractions |
| Motivation | Consumer behavior is driven by motives, which can be negatively originated (informational, to solve a problem) or positively originated (transformational, to provide a reward) |
| Account Planner | The individual at an agency responsible for representing the consumer's voice. They ensure the creative process is focused on the relationship between the consumer and the brand |
| Marketing Research | The systematic gathering and analysis of information to help managers make marketing decisions (identifying needs, developing products, devising strategies) |
| Qualitative Research | Uses small, non-representative samples to explore feelings and motives (e.g., focus groups, in-depth interviews) |
| Quantitative Research | Uses larger, representative samples to gain hard statistics and projectable data (e.g., surveys, experiments) |
| What are the 5 Step Research Process? | Situation Analysis, Informal Research, Establishing Research Objectives, Primary Research, and Interpreting/Reporting Findings |
| Pretesting vs. Posttesting | Pretesting evaluates an ad before it runs to prevent errors; posttesting evaluates its effectiveness after it has launched |
| Top-Down Marketing Plan | The traditional model involving four main stages: Situation Analysis, Marketing Objectives, Marketing Strategy, and Marketing Tactics |
| The Integration Triangle | A model showing how brands should align what they Say (planned messages), what they Do (product/service messages), and what others Confirm (unplanned messages) |
| Objectives | These should be specific, realistic, and measurable |
| Relationship Levels | Brands can have basic, reactive, accountable, proactive, or partnership relationships with customers based on profit margins and the number of customers |
| Resonance Dimension | The "surprise" element that captures the audience's attention |
| Informational Ads | Address negatively originated motives (solving a problem) by offering a credible solution |
| Transformational Ads | Address positively originated motives (reward/enhancement) by offering sensory or social satisfaction |
| The Creative Team | Consists of the Copywriter (verbal), Art Director (visual), and Creative Director (overall form) |
| Roles of Creatives | Explorer (gathering data), Artist (finding the "big idea"), Judge (evaluating the idea), and Warrior (overcoming setbacks to implement the campaign) |
| Layout | The orderly formation of all parts of an ad, including visuals, headlines, subheads, and logos |
| Headline | The words in the leading position of an ad, designed to be read first and attract attention |
| What creates the "mood" in an advertisement? | The nonverbal aspect of an ad (art) helps position the product and creates a "mood" that flavors the verbal message |
| What are included in ads to create balance/unity? | Effective print ads typically use clean lines, well-composed photos, and white space to provide balance and unity |
| Media Mix | The combination of media types that work together to most effectively deliver an advertiser’s message |
| Reach | The total number of different people exposed to a medium at least once during a given period |
| Frequency | The average number of times those same people are exposed to that medium during that period |
| Bleed | When the dark or colored background of an ad extends to the edge of the page |
| Magazines | Offer high-quality presentation, prestige, and a long "shelf life" (permanence), but they suffer from high costs and long lead times (up to 90 days) |
| Newspapers | Provide geographic selectivity and timeliness (immediacy), but they have poor production quality and a very short life span |
| Circulation | Rates are based on "guaranteed circulation," which is the minimum number of copies the publisher expects to circulate |
| Broadcast TV | An electromagnetic system that sends out waves through the air, which are then received by antennas and translated into images/sounds |
| Cable TV | Signals carried via wire (coaxial or fiber-optic) to subscribers; it allows for highly specialized programming (narrowcasting) |
| Syndication | The sale of programs on a station-by-station, market-by-market basis rather than through a central network |
| Imagery Transfer | When the audio from a TV commercial is converted to a radio spot; the consumer "sees" the TV ad in their mind when they hear the radio version |
| Video Impact | Television remains a powerful tool for building brand image because it combines sight, sound, and motion |
| Radio Characteristics | Radio is often called the "theater of the mind" and is highly portable. It is generally the least expensive medium per thousand people reached (low CPM) |
| Distributed Network | A communication system characterized by many different hubs and links; this allows the network to function even if some links fail (unlike a centralized network) |
| Protocols | Common rules that allow different computers to link and share information |
| Cookies | Small pieces of information that get stored in your web browser to track your visits and preferences |
| Search Engine Marketing (SEM) | Includes both "organic" search (SEO) and "paid" search (links that advertisers pay for to appear at the top of results) |
| Interactivity | This is the defining feature of digital media, allowing for two-way communication and the building of long-term relationships with customers |
| Targeting | Digital media allows for "Behavioral Targeting," where ads are served based on a user’s previous online activity |
| Out-of-Home (OOH) Media | Advertising that reaches prospects while they are outside of their homes (billboards, transit, street furniture) |
| Standardized Outdoor Advertising | Large billboards (Bulletins and Posters) that are scientifically located for maximum impact and visibility |
| Transit Advertising | Ads found on or inside public transportation, such as buses, subways, and taxis |
| Promotional Products (Premiums) | Useful items imprinted with an advertiser’s name, logo, or message (e.g., coffee mugs, pens, shirts) |
| OOH Reach | Outdoor advertising is considered a mass medium with 24/7 availability. It is best used for simple, high-impact messages |
| Direct-Mail | The most "personal" medium. It allows for high targeting and measurable results, but it is often perceived as "junk mail" and has a high cost per person |
| Packaging | Often referred to as the "last five seconds" of marketing because it is the final opportunity to persuade a buyer at the point of purchase |
| Reach | The number of different people exposed to a medium during a given period |
| Frequency | The average number of times those people are exposed |
| Continuous | Advertising runs steadily |
| Flighting | Periods of advertising alternating with periods of no advertising |
| Pulsing | A mix—low levels of advertising all year, with heavy pulses during peak seasons |
| Direct Marketing | An interactive system of marketing that uses one or more advertising media to effect a measurable response |
| Personal Selling | Face-to-face communication to identify and satisfy customer needs; it allows for immediate feedback |
| Sales Promotion | Short-term incentives (coupons, rebates, premiums) designed to stimulate immediate purchase |
| What is the best way to build database and customer information for long-term relationship management? | Direct marketing is the best way to build a database of customer information for long-term relationship management |
| What else is Packaging called? | Packaging is often called the "Last 5 Seconds of Marketing" because it is the final chance to communicate value at the point of sale |
Created by:
cameroncamp8ell