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Advertising Final > Ch. 7 > Flashcards

Ch. 7 Flashcards

(96 cards)

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1
Q

Exec Summary

A

short summary of the adverting campaign

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2
Q

Situation analysis

A

an evaluation of the internal and external factors of the company and brand that assist in making future advertising decisions

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3
Q

SWOT

A

an evaluation tool used to determine a business’ viability in the marketplace- looks at internal and external factors

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4
Q

Advertising Plan

A

what will be accomplished by the advertising campaign

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5
Q

Strategy

A

the most important part of the advertising campaign, key consumer insights, key brand insights

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6
Q

Creative Plan

A

creative strategy, tone and manner of advertisements, creative executions

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7
Q

Sales Promotion and Integrated Marketing Communications

A

this includes all of the areas within the promotional mix such as public relations, promotions, direct marketing, and personal selling

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8
Q

Media Plan

A

media strategies, schedules, and budget summary

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9
Q

Evaluation

A

a description of how the advertising plan will be evaluated for effectiveness

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10
Q

ROI

A

Relevance- important to the target market, makes a connection
Original- one of a kind, fresh, unexpected
Impact- grab attention, stimulate, and influence the audience

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11
Q

Creative Roles

A

art director, copywriter, creative director

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12
Q

CMYK

A

the color used by professional printing companies- Cyan, Magenta, yellow, black

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13
Q

Creative Strategy

A

the overlying theme the creative execution will take throughout the campaign and “the foundation of the message you want to get across to the target market. “

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14
Q

Hard Sell

A

approach that relies on facts and information

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15
Q

Soft Sell

A

approach that relies on the senses and emotions

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16
Q

Lecture

A

the same techniques that a college professor uses to present a lecture- facts, data, and needed information is presented in the ad often using bullet points, graphs, and charts and questions and answers

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17
Q

Drama

A

uses a story to talk about the product- characters talk to each other and not to the audience, much like a tv show or movie

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18
Q

Message Approaches

A

how the message should be communicated

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19
Q

Straightforward Factual

A

this approach uses no emotions, tricks, excitement or humor- the facts are simply presented in an honest, candid manner

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20
Q

Demonstration

A

shows the product being used and what it can do for the consumer

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21
Q

Comparison

A

contrasts other brands against the advertiser’s brand to show the superiority of the advertiser’s brand

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22
Q

Problem/Solution

A

shows a problem the consumer may be having and then shows how the product is the solution

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23
Q

Slice of Life

A

combines elements of a problem/solution and a drama, but uses a “typical” person or average joe to talk about a problem they’re having and how the advertiser’s brand solved their problem

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24
Q

Spokesperson/Endorser

A

uses a celebrity, spokes person, or an expert in the field who uses their name or title to add credibility to the brand

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25
Teasers
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
Print Ad Elements
Eye flow, taglines, spacing, headlines, copy
27
Writing Effective Copy
Record yourself talking, use contractions, write in short sentences, its okay to start with and or but, end with prepositions, use common words, slang, ask questions, write in an active voice, use examples, write like youre telling a friend a story, write to your target market, don't go overboard, read everything out loud
28
Headlines
key element in print, communicates creative concept
29
Purpose of Headlines
communicate creative concept
30
Types of Headlines
direct benefit, indirect benefit, factual, command, how to, news, puzzle/curiosity, Questions, associations, humor
31
Body Copy
text of the ad
32
Other types of copy
subheads, taglines, slogan
33
Conversational Style
s
34
Elements of a Radio Ad
voice, music, sounds effects
35
Radio Ad Length
10, 20, 30, or 60 seconds are the most common- 60 seconds is the most popular length because no price difference
36
Characteristics of TV Ads
s
37
Elements of TV Ads
Video, audio, talent/casting, setting & Props
38
The television script
s
39
The Television Story Board
the visual plan of the television commercial that illustrates selected frames to communicate how the story will look, develop, and flow
40
TV Commercial
s
41
Visual Communication
s
42
Types of Color
s
43
Typography
s
44
The different Layout Styles
s
45
Optical Center
s
46
The design Principles
s
47
Broadcast Media
s
48
Television Systems
PBS, Network, Cable and Satellite, Syndication
49
Types of Tv advertising
network advertising, local, advertising, participations, spot, sponsorship
50
Measuring TV audiences
s
51
TV advertising advantages
sight, sound, and motion, emotion, formats and targeting, creativity, and demonstration
52
TV Advertising disadvantages
Cost, flexibility, clutter, tracking
53
Radio Systems
s
54
Types of Radio Advertising
Produced, Straight Read, Live Reads, Endorsements
55
Measuring Radio Audiences
s
56
Radio Advertising Advantages
s
57
Radio Advertising Disadvantages
s
58
Types of Online Advertising
pay per click, pay per impression, pay per action, display, search engine, video ads, social media network ads
59
Online Advantages
targeted, two way conversation, easy to track, feedback, cost effective
60
Online Disadvantages
clutter, the ignore factor, not everyone uses the internet, competition
61
Types of Magazine Advertising
display ads, spreads, advertorials
62
Magazine Advertising Advantages
targeted, long life, pass along readers, high production quality
63
Magazine Advertising Disadvantages
long lead time, clutter, high cost, inflexibility
64
Types of out of Home
billboards, posters, wallscapes, digital billboards, mobile billboards, street furniture, transit
65
Advantages out of home
compliments other advertising, constant exposure, low cpm, flexibility
66
Disadvantages out of home
low exposure time, brief message, can be considered clutter
67
Types of alternative
movie theaters, product placements, point of purchase, anything else
68
Media Planning
series of decisions made to answer the question, what are the best means of delivering advertisements to prospective purchasers of my brand or service?
69
Aperture
the ideal time when a potential customer is the most susceptible to receiving an advertising message
70
Reach
a measurement of the number of people exposed at least once by an advertising message
71
Frequency
number of times an individual is exposed to an ad
72
CPM
cost per thousand
73
Impression/Exposure
a count of the number of people with open eyes or listening ears facing the medium-impressions- the sum of exposures for all media
74
Rating Points
number of viewers of a television show captures expressed as a percentage
75
Calculating Cost per Thousand
cost of ad/impression x 1000
76
Timing Strategies
continuous, flighting, pulsing
77
Sales Promotion
s
78
Advertising vs. Promotion
generate sales, achieve business and marketing objectives, increase number of customers, increase use of product, build brand image differences- ads long term, promotion short term, sales promotional is rational, generate immediate sales, promotions are more direct, and promotions add tangible value
79
Purposes of Promotions
build awareness, create interest, provide information, stimulate demand, reinforce the brand
80
Push Strategy
the marketer attempts to take their product to the consumer, or product information is pushed toward the consumers
81
Pull Strategy
promotions are used to motivate consumers to seek out and request the product and either place an order or make a purchase
82
Different Types of Sales Promotion
price deals, coupons, sweepstakes, etc
83
Trade Promotions
s
84
Point-of-Purchase Displays
s
85
Sponsorship
s
86
Event Marketing
s
87
Loyalty Programs
based on purchases, consumers collect points, miles, punches, or other items that can be redeemed for rewards
88
Licensing
s
89
What to do
lots of energy, remember your purpose, start strong (hook), Spread the presentation around, flow like a story
90
What not to do
don't read the slides, don't talk to the slides, don't um, don't ramble, don't wing it, don't announce you made a mistake, turn the music down, don't stand in front of your slides
91
The hook
engross the audience with something cray crazy
92
Wizard of Oz
wow your audience with your presentation
93
Strength
elements the company does well, the positive attributes that aid the company in meeting its objectives, and those areas where they have a distinct advantage over the competition
94
Weaknesses
elements the company does not do well and that put them at a distinct disadvantage from their competition
95
Opportunities
areas where the company can improve its market share, increase profits, and improve customers
96
Threats
any elements that threaten the perceived value of the brand, the ability of the company to be successful, or may change the way the company does business

Advertising Final (1 decks)

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