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Advertising Test 2
Review for Into to Advertising Test 2
| Term | Definition |
|---|---|
| Research methodology | Specific procedures or techniques used to identify, select, process, and analyze information about a topic. |
| The larger your sample size and the more random | The greater likelihood the results are the same as the total population. |
| Indexes | Ratios of 2 percentages x 100; allow for quick comparison of demographic information; listed in most statistical survey results |
| Qualitative research questions | Should never be able to be answered “yes” or “no" |
| Robert Merton | Developed focus groups that generate qualitative data through the use of open-ended questions allowing a respondent to talk at length, choosing their own words |
| Net Promoter Score | % thumbs up - % thumbs down = Net Promoter Score |
| Sentiment Analysis | Mathematical formula applied to online mentions of your brand, products, and competitors; Assesses whether the comments are positive, neutral or negative in nature |
| Likert Scale survey | Used to measure attitudes and opinions and are more accurate than a simple yes/no question |
| What is analytics for marketing people? | Looking for patterns in data to describe, predict, and improve marketing performance |
| Strategic planning | Process of identifying a problem that can be solved with communications and then coming up with an idea that solves that problem |
| Why do strategic planning? | Determine how a brand can best compete in the market; Strategic planning occurs in a complex business world |
| 4 Levels of Planning | The Business Plan; The Marketing Plan; The Brand Communications IMC Plan; The Advertising Plan |
| Business Plan | Directs the operation of the entire company or business unit; States overall mission and goal of the company |
| Marketing Plan | Developed for a brand or product line; All to find out - What is our biggest problem? |
| 6 steps to the Marketing Plan | Situation Analysis including SWOT and PESTLE; Setting objectives; Assess consumer wants and needs, segmentation;Develop the brand strategy,positioning the product relative to competition; Develop the marketing mix; specific marketing efforts |
| SWOT Analysis | Goal of SWOT analysis is to determine the biggest problem a brand has that can be solved with communications. |
| SWOT | Strengths - internal factors - what we are good at Weaknesses – internal factors - things we need to improve Opportunities – external factors that could help company Threats – external factors that could hurt the company |
| PESTLE Analysis | PESTLE is an acronym that stands for Political, Economic, Social, Technological, Legal and Environmental |
| Strategy | Claim you’re making. The promise; It’s what you are trying to convince the consumer about your product |
| Human truth | A fundamental aspect of human nature and behavior |
| Examples of Human Truth in Ads | Teens rebel against authority led to The Truth anti-smoking campaign. Don’t get played while big tobacco gets paid. We get irritable when hungry led to the famous Snickers You’re not you when you’re hungry campaign. |
| Visual Communications | Visuals are better at keeping our attention. Most people remember visuals more readily than words. Visuals communicate faster than words |
| The difference between sans serif and serif fonts | Serif fonts have small decorative lines or "feet" at the ends of their strokes, while sans-serif fonts ("sans" meaning "without") feature clean, straight stroke ends with no extra flourishes |
| Typography | The art and technique of arranging type to make written language legible, readable, and appealing. |
| Reasons for choosing a font | Readability; Style matches the brand image, personality and message; Traditional image vs modern image; Works in all caps and lower upper case; Matches the logo and theme line font of company |
| Proxima Nova font is used by over 25,000 websites. Why? | This simple sans serif font provides readability even with poor screen resolution |
| Kerning | Adjusting the distance between 2 characters. (With Adobe Illustrator and InDesign distance between characters can be infinitely adjusted) |
| Tracking | Adjustment of the distance between a group of characters; For example, adjusting the distance between letters in a headline |
| Line spacing | Adjusting the distance between lines of type; Adjusting line spacing affects readability |
| Color | Element of art that is produced when light, striking an object is reflected back to the eye. Color you don’t see is absorbed by the object and you do see is reflected |
| Three properties to color | Hue, which means the name we give to a color; Intensity, which refers to the vividness of the color. A color's intensity is sometimes referred to as its saturation; Value, meaning how light or dark it is. The terms shade and tint refer to value changes |
| Primary colors | Red, Yellow, Blue From the 3 colors all other colors are obtained by mixing. |
| Secondary colors | Orange, Green, Purple The result of combining the primary colors |
| Color affects | Blue creates a sense of trust; Green creates a sense of harmony; Red is bold and assertive |
| Why Primary colors appeal to young children? | Because they are easier for them to see. Until about 18-months children still have developing vision and can distinguish bright colors more than other colors |
| Principles of design | Rules a designer must follow to create an effective composition that clearly delivers a message to the audience |
| 7 Principles of Design | Emphasis, Balance and alignment, Contrast, Repetition, Proportion, Movement, and White Space also known as negative space |
| Goal of all ads | Entertain while conveying a marketing strategy |
| One key aspect of creating effective ads | Learning features and benefits of the product |
| Features | Attributes of the product (just things that a product can do, ingredients, parts, pieces, conditions of a product, hours of operation) |
| Benefit | What the consumer gets from a feature |
| Creative brief | Why are we advertising? (marketing problem) Who are we talking to? (target market)What do they currently think? What do we want them to think? What are we promising? (matters to the consumer) Why should they believe us? (support with details) |
| Destination planning | Defining a vision for the future of a brand. And identifying barriers to reaching that vision. What do they currently think? (brand destination planning - today) What do we want them to think? (brand destination planning - tomorrow) |
| Copywriting | Non-fiction prose written to support a point of view |
| 5 principles of good prose and good advertising copy | Voice; Details; Style; Thesis; Organization |
| Voice | the brand’s personality as expressed in words |
| Details | the writing is full of specifics. It’s particular not vague |
| Style | form matches content, prose is not overwritten |
| Thesis | the ad has a central unifying idea |
| Organization | the central idea is presented in some order; Message has a beginning, middle and end |
| Six techniques writers can consider when coming up with an impactful headline | Parallelism, Misdirection, Repetition, Opposition, Omission, and Puns |
| Parallelism | The concept that sentence elements identical in thought should be identical in grammatical form |
| Misdirection | Telling a story with a surprise twist at the end |
| Repetition | Repeating a word or phrase |
| Opposition | Using words that are opposite to create drama and impact – opposition also in broadcast: saying one thing and showing the opposite to create drama and conflict |
| Omission | Leaving something out of the headline to create drama and interest |
| Puns | A figure of speech in which a word or phrase means more than one thing |
| Storyboard | A helpful tool in developing a TV commercial; Helps the copywriter determine key action and key frames |
| 7 strategic approaches you can use to create a campaign | Generic Claim, Product Feature, Unique Selling Proposition, Positioning, Brand Image, Lifestyle, and Attitude |
| 4 Product-oriented strategic approaches | Generic Claim, Product Feature, Unique Selling Proposition, and Positioning |
| 3 Consumer-oriented strategic approaches | Brand Image, Lifestyle, and Attitude |
| Generic Claim | Sells the product category, not the brand |
| Product Feature | Sells a product feature, appeals to reason, rational decision making |
| Unique Selling Proposition (USP) | Sells a benefit unique to the brand |
| Positioning | Positioning is the perception consumers have of a product, not unto itself but relative to the competition |
| Brand Image | Create and promote a personality for the brand |
| Lifestyle | Associate the product with a way of life |
| Attitude | Associate the product with state of mind; An emotion or attitude of the brand is what’s being promoted |
| Advertising campaign | Same strategy/promise, story theme with different specifics, tagline or theme line, marketing goals, target audience Often based on the same human truth |
| Media planning | Process by which advertisers determine where, when, and how often they will run an ad message in order to maximize return on investment - ROI |
| Most of a client’s advertising budget is spent on? | Media |
| Audience fragmentation | So many media options for the individual that large numbers of people are difficult to reach with one media. |
| Programmatic advertising | Use of machine learning to automate the buying and selling of ad inventory in real-time, ensuring that ads target the right person at the right time for the right price |
| Programmatic advertising Examples | Like the stock exchange, programmatic advertising has a buyer (advertisers like Apple, Nike, Ford or Coke.) And, there is a seller. (such as YouTube, Facebook, NBC, Fox, Apple Music, Hulu, Sling and Times Square billboards in NYC.) |
| Task Profile | Done before a media plan; What is the purchase cycle; the level of consumer involvement in the product category? What is the current awareness of the product and the brand status? How strong is the competing advertising and matters to the consumer? |
| Why is measuring awareness so important in Task Profile? | If no awareness, consumer has to go through the entire purchasing process before buying |
| Purchasing process | Awareness, Interest, Consideration, Intent, Evaluation, Purchase |
| Task Profile also includes what? | Channel ranking |
| Channel ranking | To determine which media will be most effective for my campaign? |
| Why is media-planning always a trade off? | Because the media planner always has to consider the media selected vs the cost; Can’t afford to reach everyone in the target audience. |
| What percentage of Californians reported using milk frequently? | 70% |
| What advertising strategy eventually inspired the "Got Milk?" campaign? | Deprivation (lack of milk) |
| What is meant by "fishing where the fish are"? | Focusing marketing efforts on existing users rather than trying to convert non-users |
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