Exam 2

Question 1

Elizabeth Hirschman Study

Answer 1

Examined the perceptions of various individuals involved in the creation and production of TV commercials. Product managers & account executives view ads as promotional tools, purpose is to communicate favorable impressions to the marketplace.

Question 2

Taking creative risks/successful advertising agencies

Answer 2

Wieden + Kennedy has been successful. Marriot International is taking more risk

Question 3

Steps of the creative process

Answer 3

1. Immersion - Gather info via background research
2. Digestion - Take info, work it over
3. Incubation - putting problems to work
4. Illumination - Birth of idea
5. Reality - Study the idea, see if it still looks good

Question 4

Account Planning

Answer 4

Conducting research and gathering all relevant info about a client’s product, brand, and consumers in the target audience.

Question 5

Product/service specific preplanning inputs

Answer 5

Specific studies provided to the creative department on the product or service, the target audience or a combination of the two.

Question 6

Ethnographic Research

Answer 6

Research technique that involves observing or studying consumers in their natural environment.

Question 7

Various stages of the creative process

Answer 7

Verification and revision stage evaluates ideas, rejects inappropriate ones, refines and polish the remaining ones and gives them final expression.

Question 8

Campaign Theme

Answer 8

Central message or idea that is communicated in all advertising and other promotional activities.

Question 9

Major selling ideas/ big ideas

Answer 9

1. Use a unique selling proposition
2. Create a brand image
3. Finding the inherent drama
4. Positioning

Question 10

Information/Rational Appeals

Answer 10

Focus on the consumer’s practical, functional, or utilitarian need for the product or service and emphasize features of a particular brand.

Question 11

Feature Appeals

Answer 11

Highly informative and present the customer with important product attributes or features.

Question 12

Competitive advantage appeal

Answer 12

Advertiser makes either a direct or an indirect comparison to another brand. Claims superiority on at least one attribute.

Question 13

Emotional Appeals

Answer 13

Customer social or psychological needs for purchasing a product or service.

Question 14

Endorsements

Answer 14

well-known or respected person, like a celebrity, speaks on behalf of the company or brand.

Question 15

Personality symbols

Answer 15

Developing a central character that can deliver the advertising message and with which the product can be identified.

Question 16

Storyboards

Answer 16

Series of drawings used to present the visual plan or layout of a proposed commercial.

Question 17

Survey of Buying power index

Answer 17

Provides info regarding population, effective buying income, and total retail sales in an area.

Question 18

Category development index (CDI)

Answer 18

Take the percentage of a product category’s total sales divided by percentage of the total population in the market

Question 19

Brand development index (BDI)

Answer 19

Take percentage of a brands total sales divided percentage of the total population in the market.

Question 20

Waste Coverage

Answer 20

Coverage of the media exceeds the target audience.

Question 21

Reach

Answer 21

Difference audience members exposed at least once one media vehicle in a given period.

Question 22

Frequency

Answer 22

Number of times target audience is exposed to a media vehicle in a specified period.

Question 23

Duplicated Reach

Answer 23

Total market reached with both shows

Question 24

GRP = reach x frequency

Answer 24

Gross ratings points. Combines the program rating and the average number of times the home is reached.

Question 25

Average Frequency

Answer 25

Number of times the average household reached by a media schedule over a period of time.

Question 26

Cost per thousand

Answer 26

Relative cost of various media vehicles that represents the cost of exposing 1000 members of a target audience.

Question 27

Zapping

Answer 27

Remote control to change channels away from commercials.

Question 28

Zipping

Answer 28

Fast forwarding through commercials that was recorded on VCR or DVR

Question 29

Affiliates

Answer 29

Local tv stations associated with major network.

Question 30

Up-Front market

Answer 30

Buying period that takes place prior to the upcoming TV season when the networks sell a large part of their commercial time.

Question 31

Off network syndication's

Answer 31

Reruns of network shows that are bought by individual stations

Question 32

TV day parts

Answer 32

Divided by radio and tv networks and stations for selling advertising.

Question 33

Radio Selectivity

Answer 33

Advertising on a specific radio aimed at your target audience. Ex. Oldies station

Question 34

Split Run

Answer 34

Two or more versions of a print ad are printed in alternative copies of a particular issue of a magazine.

Question 35

Reach and Frequency in magazines

Answer 35

Not as effective. Advertiser must buy in several magazines.

Question 36

What drives cost of advertising space in magazines

Answer 36

Color, full page ads, position in publication, special editions, and number of insertions.

Question 37

Sunday Supplements

Answer 37

A section of a newspapers distributed in hundreds of different newspapers

Question 38

Display Advertising

Answer 38

Advertising in newspapers and magazines that uses illustrations, photos, headlines, and other visual effects.

Question 39

Preprinted Insert

Answer 39

Advertising distributed though newspapers that is not part of the newspaper itself. Advertiser makes it and gives it to newspaper to be inserted. Ex. post card advertising

Question 40

Newspapers/merchandising programs

Answer 40

Attract local people to promote and display ads. Assist small companies through free copywriting and art services. Ex. selling a car

Question 41

Newspaper Rates

Answer 41

1. Flat rate - no discounts for quantity or repeated space buys. 2. Open rate structure - Various discounts 3. Run of Paper - place ad on any page it desires 4. Preferred position rate - request position, have to pay more. 5. Combination rates - they get a discount for using several newspapers as a group

Question 42

Non-Traditional Media

Answer 42

Newer media Ex. entertainment marketing, Internet like blogs, podcast

Question 43

Out of home advertising

Answer 43

Billboards at 65% and street furniture at 6%

Question 44

Digital billboards

Answer 44

Billboards using digital imagery that changes every 6-8 seconds.

Question 45

In-store media

Answer 45

Used inside retail stores such as point of purchase displays, ads on shopping carts, coupon dispensers, and display boards

Question 46

Transit Advertising

Answer 46

Targeted to target audience that are displayed in transportation areas. Ex. subway, buses, taxis

Question 47

Advantages of Outdoor advertising

Answer 47

1. Exposure - long length of exposure major advantage of indoor transit form 2. Frequency

Question 48

Specialty advertising

Answer 48

Employs useful articles of merchandise imprinted with an advertisers name, message, or logo

Question 49

Promotional products

Answer 49

Uses awards, prizes, premiums, or business gifts

Question 50

Advantages of promotional products marketing

Answer 50

Selectivity, flexibility, frequency, cost, goodwill, high recall, and supplementing other media.

Question 51

Disadvantages of promotional products marketing

Answer 51

Image, saturation, and lead time

Question 52

CPM/Movie theater advertising

Answer 52

Advantages: Exposure, emotional attachment, cost, attention, clutter, proximity, segmentation. Disadvantages: Irritation, cost