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MIDTERM - ADVER
| Question | Answer |
|---|---|
| What is the process of coordinating different communication tools and channels to deliver one consistent message? | Integrated Marketing Communications (IMC) |
| What term means any interaction between a consumer and a brand? | Touchpoint |
| What term describes how people identify needs, search for information, evaluate options, purchase and use products, and assess their experiences? | Consumer behavior |
| What type of objective describes what a company wants to achieve in the market, such as increasing sales or market share? | Marketing objective |
| What type of objective describes what communication should accomplish, such as increasing awareness or encouraging trial? | Communication objective |
| What is the series of stages consumers go through as they interact with a brand, from awareness to loyalty or advocacy? | Consumer journey |
| What stage happens when a consumer realizes they have a need or problem? | Need recognition |
| What stage happens when a consumer looks for possible solutions or products? | Information search |
| What stage happens when a consumer compares brands or products? | Evaluation of alternatives |
| What stage happens when a consumer selects and buys a product? | Purchase decision |
| What stage happens when a consumer judges whether a product met their expectations? | Post-purchase evaluation |
| What group of factors includes motivation, perception, learning, and attitudes? | Psychological factors |
| What group of factors includes age, income, lifestyle, and occupation? | Personal factors |
| What group of factors includes family, friends, reference groups, and social influence? | Social factors |
| What group of factors includes values, beliefs, norms, and culture? | Cultural factors |
| What kind of advertising appeal focuses on practical benefits such as price, quality, features, and performance? | Rational appeal |
| What kind of advertising appeal focuses on feelings such as happiness, belonging, pride, and nostalgia? | Emotional appeal |
| What kind of advertising appeal focuses on issues such as environmental protection, equality, community welfare, or public health? | Moral or social appeal |
| What type of purchase usually requires consumers to spend more time comparing and evaluating options? | High-involvement purchase |
| What type of purchase is usually made quickly with little evaluation? | Low-involvement purchase |
| What do advertisements give consumers when they offer a reason to pay attention or respond? | Advertising appeals |
| What two qualities should advertising ideas have: freshness or uniqueness, and relevance to the brand, audience, and objectives? | Originality and appropriateness |
| What stage of the creative process involves studying the product, consumers, competitors, and previous campaigns? | Preparation |
| What stage of the creative process involves considering ideas and allowing them time to develop? | Incubation |
| What stage of the creative process involves recognizing a strong creative concept and connecting it to the advertising objective? | Illumination |
| What stage of the creative process involves evaluating and testing an idea for relevance, originality, and practicality? | Verification |
| What final creative-process stage involves improving the selected idea and preparing the advertisement? | Revision and production |
| What term describes the consumers a campaign wants to reach or influence? | Target audience |
| What term describes a meaningful need, belief, problem, or motivation that helps explain the audience? | Consumer insight |
| What is the campaign’s central message or promise to consumers called? | Selling idea |
| What term describes facts, demonstrations, or testimonials that support an advertising claim? | Support |
| What term describes how consumers should view a brand? | Brand position |
| What term describes an advertisement’s mood, voice, and personality? | Tone |
| What selling-idea approach emphasizes a product’s distinctive benefit or promise? | Unique selling proposition (USP) |
| What selling-idea approach uses impressions and associations linked to a brand? | Brand image |
| What term means establishing how a brand should be understood in relation to other choices? | Product positioning |
| What selling-idea approach highlights a benefit or feature that gives a product an edge over competitors? | Product advantage |
| What selling-idea approach connects a brand with consumers through feelings or personal meaning? | Emotional brand story |
| What term describes the way an advertising idea is presented, such as through a demonstration, testimonial, or humor? | Execution style |
| What execution style shows how a product works or what it can do? | Product demonstration |
| What execution style uses a person’s statement or endorsement about their experience with a product or brand? | Testimonial |
| What execution style presents a product alongside another product or option to show differences? | Product comparison |
| What execution style presents a familiar, everyday situation? | Slice of life |
| What execution style shows a problem and presents a product as a way to solve it? | Problem and solution |
| What execution style connects a product with a particular way of living or set of activities? | Lifestyle |
| What execution style uses imaginative or unreal elements? | Fantasy |
| What part of an advertisement introduces its main idea? | Headline |
| What part of an advertisement explains the product and its benefits in writing? | Body copy |
| What advertisement elements use images or graphics to show the product, idea, or desired outcome? | Visuals |
| What term describes how an advertisement’s words and visual elements are arranged? | Layout |
| What advertisement element creates a mood and reinforces brand identity through its use of color? | Color |
| What advertisement element includes voice, music, and sound effects? | Audio |
| What part of an advertisement tells the audience what to do next? | Call to action |
| What recognizable elements include a brand’s logo, slogan, colors, and packaging? | Brand cues |
| What process determines the channels and timing for delivering an advertising message? | Media planning |
| What term refers to the number or percentage of people exposed to an advertisement? | Reach |
| What term refers to the average number of times each person is exposed to an advertisement? | Frequency |
| What term describes a medium’s ability to reach the target market? | Coverage |
| What term describes the pattern of advertising over time? | Continuity |
| What is one possible exposure to an advertisement called? | Impression |
| What term describes the cost of reaching the intended audience? | Cost efficiency |
| What term describes the combination of media channels used to support the same campaign? | Media mix |
| What schedule runs advertisements regularly over time? | Continuous scheduling |
| What schedule alternates between active advertising periods and inactive periods? | Flighting |
| What schedule runs advertisements continuously but increases advertising during important periods? | Pulsing |
| What media strategy focuses advertising spending on locations with greater potential? | Geographic concentration |
| Which advertising medium combines sight, sound, and motion and can support demonstrations and storytelling? | Television |
| Which advertising medium is often affordable and flexible to schedule, but has no visual element? | Radio |
| Which advertising medium can provide high-quality images, reach specialized audiences, and remain available longer? | Magazines |
| Which advertising medium offers local coverage and timely information, but has a short life? | Newspapers |
| What factors are considered when selecting media, including audience, reach, message needs, timing, attention, and cost? | Media-selection factors |
Created by:
lykieee