Ad Final Flashcards
1
Q
Advertising Plans Book
A
The book that describes in detail the research that was conducted, the advertising objectives, a complete target market analysis and competitor analysis, the insights found, the campaign strategy, the creative strategy and executions, any promotions, a media plan, and a campaign evaluation plan.
2
Q
Exec Summary
A
short summary of the ad campaign
3
Q
Situation Analysis
A
evaluation of the internal and external factors of the company and brand that assist in making future advertising decisions
4
Q
SWOT
A
evaluaties a business's viability in the marketplace. Strengths Weaknesses Opportunities Threats
5
Q
Advertising Plan
A
the plan that is used to reach the objectives desired to promote the company
6
Q
Strategy
A
foundation on which every other aspect of the campaign is built
7
Q
Creative plan
A
“How Statement” How will the strategy come to life through the creative executions?
8
Q
Sales Promotion
A
the section of the plans book that contains a complete description of any and all integrated marketing communications that will be used in the campaign.
9
Q
Media Plan
A
Includes media strategies, schedules, and budget summary
10
Q
Evaluation
A
final step in the plans book–how the advertising plan will be evaluated for effectiveness
11
Q
ROI
A
return on investment. Divide net profit by total assets
12
Q
Creative Roles
A
delivers a relevant selling message in an unexpected manner
13
Q
Creative Strategy
A
the overlaying theme the creative executions will take throughout the campaign–the foundation message you want to get across to the market.
14
Q
Big Idea
A
What all your creative is based off of, VERY important!
15
Q
Hard Sell
A
Using straightforward facts to sell a product
16
Q
Soft Sell
A
Using emotions to put a product in a positive light
17
Q
Lecture
A
like a college professor-facts, data, and needed information
18
Q
Message Approaches
A
Thinking Approaches: Straightforward, demonstration, lecture, comparison, problem/solution
Feeling Approaches: Drama-dialogue
19
Q
Straightforward Factual
A
uses no emotions, tricks, excitement or humor
20
Q
Demonstration
A
shows the product being used
21
Q
Comparison
A
contrasts product with that of other brands
22
Q
Problem/Solution
A
bring up problem, show that advertiser’s plan is the solution
23
Q
Slice of Life
A
combines the elements of a problem/solution and a drama approach but uses a “typical person” or “average Joe” to talk about a problem they’re having and how the advertiser’s brand solved the problem
24
Q
Spokesperson/Endorser
A
this approach uses a celebrity, spokesperson, or an expert in the field who uses their name or title to add credibility to the brand
25
Teasers.
this approach teases and tempts the consumers without identifying the product directly so the consumers will listen to the rest of the ad or seek out additional information
26
Creative Department
contains copywriters and art directors (and creative directors)
27
Writing Effective Copy
Talk like you're having a conversation! Record and listen to yourself. Use contractions and short sentences. It's ok to start sentences with "and" or "but," and end them with prepositions. Use common words, even slang. Ask questions. Write in an active voice. Only mimic our speaking though, not replicate it exactly.
28
Headlines
key element in print advertising-sometimes only part of ad that people read
29
Purpose of Headlines
communicates the creative concept
30
Types of Headlines
direct benefit, indirect benefit, factual, command how to, news, puzzle/curiosity, questions, associations, humor
31
Other Types of Copy
Subheads, taglines, slogans, body copy
32
Body Copy
the main chunk of text with all of the information
33
Characteristics of Radio Ads
typed in two columns: left-describes the source of sound and is written in all capital letters, right-gives the content of the message and it is written in upper and lower case paced directly across from the source
34
Conversational Style
Write like you're talking
35
Elements of Radio Ads
voice, music, sound effects
36
Radio Ad Length
10, 20, 30, or 60 seconds (90 words in 30 second radio spot)
37
Characteristics of TV Ads
storyboard, usually 8-10 frames for a 30 second commercial.
38
Elements of TV Ads
Video, audio, talent/casting, setting & props
39
The Television Storyboard
the visual plan of the television commercial that illustrates selected frames to communicate how the story will look, develop, and flow
40
Visual Communication
A picture is worth 1000 words. Our society depends on pictures.
41
Types of Color
RGB
CMYK
Full Bleed
42
Typography
The typography should match the tone of the ad. Serrif and san serif
43
The Different Layout Styles
picture window, all art, panel big type, circus, frame, Mondrian, silhouette, band, axial
44
Optical Center
where the viewer looks first when looking at the ad
45
The Design Principles
balance, unity, contrast, repetition, eye flow, focal point, white space, simplify, optical center, color, font (serif or san serif), text alignment,
46
Broadcast Media
the process of transmitting sounds and images electronically through TV, radio, or interactive media
47
Television Systems
Network-where television programs are generated from a centralized location
affiliates-small group of stations that networks are aired through
48
Types of Television Advertising
Network Advertising-sold by one of the five networks
Local Advertising-for companies located in the area
Participations-shown as part of the program
Spot-the commercials that appear during breaks between shows
49
Measuring TV Audiences
Nielson
50
Television Advertising Advantages
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Sight, sound, and motion-makes it interesting, entertaining, and memorable
emotion
creativity
formats and targeting
creativity
demonstration
```
51
Television Advertising Disadvantages
Flexibility-so expensive that changing the message is hard
Clutter
Tracking-the measure of viewers doesn't measure who is ACTUALLY watching the TV.
52
Radio Systems
AM-came first, lower quality than FM, longer waves
FM-higher quality than AM, shorter waves
Satellite-broadcast primarily to cars over large distances
Web Radio-audio that is packaged and mimics radio
53
Types of Radio Advertising
Produced-ads that are professionally produced by an ad agency
Straight Read-no dialogue/characters, just read by a good, strong voice
Live Reads-radio personality reads an ad live on the air from a script/fact sheet
Endorsement-the radio personality personally recommends an advertiser's product or service, often done live
54
Radio Advertising Advantages
Communicate when the target is ready to shop
Local Appeal
Targeting-can target people based on what music they are listening to
Cost
Speed and Flexibility
Visual Imagery
55
Radio Advertising Disadvantages
Inattention
Clutter
Lack of visuals
Scheduling
56
Types of Online Advertising
Pay per click
Pay per impression-advertiser pays every time website gets 1000 visitors
Pay per action-advertiser pays when consumer buys or submits something
Display-banner ads etc.
Search Engine-ads that appear at the top of search engine results
Video Ads-Youtube and stuff
Social Media Network
57
Online Advantages
```
Targeted
Two-way conversation
Easy to track
Feedback
Cost Effective
```
58
Online Disadvantages
Clutter
The ignore factor
Not everyone uses the Internet
Competition
59
Types of Magazine advertising
Display ads-take up part of a page
Spreads-cover multiple columns or pages, usually double-page span
Advertorials-designed to look like an article in the magazine
60
Magazine Advertising Advantages
Targeted
Long Life
Pass-Along Readers
High Production Quality
61
Magazine Advertising Disadvantages
Long lead time
Clutter
High cost
Inflexibility
62
Types of Out-of-Home Ads
```
Billboards
-bulletins (ones you're used to)
-wallscapes
-digital
-mobile
Street Furniture
Transit
```
63
Out-of-Home Ads Advantages
Compliments other ads
Constant exposure
Low CPM
Flexibility
64
Out-of-Home Ads Disadvantages
Low exposure time
Brief message
Can be considered clutter
65
Types of Alternative media
Movie Theaters
Product Placement
Point of Purchase (P0P) Remember the soda box creations at Smith's
Everything Else
66
Media Planning
a series of decisions made to determine what the best means of delivering ads to prospective buyers is
67
Aperture
the ideal time that a potential customer is the most susceptible to receiving an advertising message
68
Reach
a measurement of the number of people exposed, at least once, to an advertising message
69
Frequency
the number of times an individual is exposed to an advertising message
70
CPM
Cost per thousand
71
Impressions/Exposure
Exposure: those people who report watching a particular TV show or listening to a particular radio station at a given time
Impressions: the sum of exposures for all media
72
Rating Points
number of viewers of a television show captures expressed as a percentage
73
Calculating Cost Per Thousand
CPM=(the cost of the ad)/(Impressions) x 1000
74
Continuity
media dollars are scheduled at the same amount each month throughout the campaign
75
Pulsing
a combination of the continuous and flighting strategies: media dollars are spent continuously throughout the campaign, but during certain times of the year the spending spikes while at other times it drops
76
Flighting
media dollars are spent in a pattern with periods of intense spending followed by periods with no spending
77
Sales Promotion
direct incentives offered to consumers, for a limited time, to encourage immediate sales-short term
78
Advertising vs. Promotions Similarities &
| Differences
Similarities: both generate/increase sales and meet objectives
Differences: Advertising focuses on long-term results. Advertising is emotional, sales promotions are rational.
79
Purposes of Promotions
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Build awareness
Create interest
Provide information
Stimulate demand
Reinforce the brand
```
80
Push Strategy
marketer attempts to take their products to the consumer, or information is "pushed" toward the consumer i.e. POP displays
81
Pull Strategy
promotions are used to motivate consumers to seek out and request the product. i.e. TV commercials
82
The different types of Sales Promotions
Price deals, Flash sales (limited time), Buy more/save more, coupons, samples, contests, sweepstakes, games, premiums-tangible product given for free with purchase
83
Trade Promotions
technique aimed at increasing demand for products in retail stores based on special pricing, display fixtures, demonstrations, value-added bonuses, no-obligation gifts, and more
84
Point-of-Purchase Displays
POP- just remember the soda box creations at Smith's on holidays and the Super Bowl.
85
Sponsorship
advertisers that sponsor a program on television accept part of the responsibility for the production costs of that program
86
Event Marketing
the activity of designing or developing a themed activity, occasion, display, or exhibit (such as a sporting event, music festival, fair, or concert) to promote a product, cause, or organization
87
Loyalty Programs
Based on purchases, consumers collect points, miles, inches, or other items that can be redeemed for awards
88
Licensing
renting or leasing of an intangible asset. It is a process of creating and managing contracts between the owner of a brand and a company or individual who wants to use the brand in association with a product, for an agreed period of time, within an agreed territory
89
What to do when pitching
```
Start strong
Speak up
Be entertaining and have fun
Face the audience
Look good
Show your personality
Smile
Move
Make eye contact
Know your cues and respect your time
Take turns speaking with your partners
Should flow like a story
Be unique
```
90
What not to do when pitching
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Don't read or talk to the slides
No "umms"
Don't "wing it"
Don't announce your mistakes
Don't have overly loud music
Don't stand in front of the slides
```
91
The hook
Start of strong! Capture your audience's attention and pull them into the presentation!
92
Presentation slides
Make the slides look great
Select legible fonts and make them large enough to see
Use quality visuals, but don't use too many
Use color
No more than 4-6 bullet points, show them one by one
Only talk about the slide you are on
No big paragraphs
Imbed videos
Limit animations
Be consistent
Less is more
93
Wizard of Ozing
Be more awesome than people expect! Be exceptional and unbelievable! Don't show anyone the "man behind the curtain."
94
drama
dialogue between characters
