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Marketing Test 3 > Chapter 13 > Flashcards

Chapter 13 Flashcards

(50 cards)

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1
Q

Advertising Campaign

A

A coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time

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2
Q

Advertising agency departments

A

Account planning-What is the campaign’s purpose?
Creative planning-Copy – What will it say? Art design -What will it look like?
Media planning- Where will the message go?

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3
Q

Account Executive

A

A member of the account management department who supervises the day-to-day activities of the account and is the primary liaison between the agency and the client

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4
Q

Creative Services

A

The agency people (creative director, copywriters, and art director) who dream up and produce the ads

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5
Q

Media Planners

A

Agency personnel who determine which communication vehicles are the most effective and efficient to deliver the ad

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6
Q

Media Planning

A

The process of developing media objectives, strategies, and tactics for use in an advertising campaign

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7
Q

Full Service Agency

A

An agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages

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8
Q

Limited-Service Agency

A

An agency that provides one or more specialized services, such as media buying or creative development

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9
Q

Steps to develop a campaign

A
  1. Understand the target audience
  2. Establish message and budget objectives
  3. Create the ads
  4. Pretest what the ads will say
  5. Choose the media types and media schedule
  6. Evaluate the advertising
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10
Q

Advertising campaign plan

A 
Executive Summary
Situation Analysis
Advertising Strategy & Objectives
Advertising Creative Brief
Advertising Media Plan & Budget Allocation
Other MARCOM Tactics
Appendix - Advertisements
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11
Q

Creative strategy

A

The process that turns a concept into an advertisement

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12
Q

Creative brief

A

A guideline or blueprint for the marketing communication program that guides the creative process

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13
Q

Advertising appeal

A

The central idea or theme of an advertising message

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14
Q

Unique selling proposition

A

An advertising appeal that focuses on one clear reason why a particular product is superior

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15
Q

Slogan

A

Simple, memorable linguistic devices linked to a brand

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16
Q

Execution format

A

The basic structure of the message such as comparison, demonstration, testimonial, slice-of-life, and lifestyle

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17
Q

Tonality

A

The mood or attitude the message conveys

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18
Q

Picture Window Layout

A

A single, dominant visual that occupies 60-70% of the ad’s space
“poster-style”
Headline above/below

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19
Q

All Art Layout

A

The art fills the frame of the ad and the copy is embedded in the picture

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20
Q

All Copy Layout

A

Layouts that emphasize the type rather than the art

When you have a lot to say…

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21
Q

Mondrian Grid Layout

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A

Uses a number of visuals of matched or proportional sizes

22
Q

Non-linear layout

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A

Can be read starting at any point in the image

The direction of viewing is not ordered

23
Q

Circus Layout

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A

A busy, jumbled image

24
Q

Montage Layout

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A

Multiple, overlapping illustrations

25
Logo
The imprint used for immediate identification of a brand or company
26
Media Schedule
the plan that specifies the exact media to use and when to use it
27
Reach
The percentage of the target market that will be exposed to the media vehicle
28
Frequency
The average number of times a person in the target group will be exposed to the message
29
Gross Rating Points
A measure used for comparing the effectiveness of different media vehicles
30
Cost-per-Thousand
A measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver to 1,000 people
31
Pre-Testing
A research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media
32
Post-testing
Research conducted on consumers’ responses to actual advertising messages they have seen or heard
33
Aided recall
A research technique that uses clues to prompt answers from people about advertisements they might have seen
34
Unaided recall
A research technique conducted by telephone survey or personal interview that asks weather a person remembers seeing an ad during a specific period without giving the person the name of the brand
35
Publicity
Unpaid communication about an organization that appears in the mass media
36
Marketing vs Advertising vs PR
Marketing – Internal (Marketing department) Advertising – External (Advertising agency) Public Relations – External (PR firm)
37
Goodwill
a well-informed public’s positive attitude toward an organization
38
Crisis Management
The process of managing a company’s reputation when some negative event threatens the organization’s image
39
Two typical PR responses in a crisis
Deny, deflect, point fingers at another entity Accept blame, apologize, show how you will correct the situation
40
Press release
Information that an organization distributes to the media intended to win publicity
41
Sponserships
PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company’s contribution
42
Sales promotions
Programs designed to build interest in or encourage purchase of a product during a specified period
43
Coupon
certificates, redeemable for money off a purchase
44
Rebates
Sales promotions that allow the customer to recover part of the product’s cost from the manufacturer
45
Frequency Program
Consumer sales promotion programs that offer a discount or free product for multiple purchases over time
46
Bonus Packs
contains additional amounts of the product free with consumers purchase the standard size at the regular price
47
Banded Packs
more units of the product sold at a lower price than if they were bought at
48
Contest and sweepstakes
Promotions that create excitement by promising “something for nothing” and offering impressive prices
49
Premiums
Items offered free to people who have purchased a product
50
Sampling
Distributing free trial-size versions of a product to consumers

Marketing Test 3 (3 decks)

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