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ADV 215 > EXAM 2 > Flashcards

EXAM 2 Flashcards

(78 cards)

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1
Q

What is Overchoice?

A

The phenomenon where consumers face too many options, leading to difficulty in making a decision.

Overchoice can result in consumer paralysis and dissatisfaction.

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2
Q

What is Creativity in advertising?

A

The ability to generate unique ideas and solutions that resonate with audiences.

Members of the Creative Team typically include copywriters, art directors, and creative directors.

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3
Q

Define Resonance in advertising.

A

The quality of a message that makes it relevant and relatable to the target audience.

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4
Q

What are Ad Executions?

A

The specific methods and formats used to deliver an advertising campaign’s message.

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5
Q

What does a Creative Strategy include?

A

Objectives, target audience, message, and execution plan.

It’s important for guiding the creative process and ensuring effectiveness.

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6
Q

List the Six Stages of the Creative Process.

A
  • Preparation
  • Incubation
  • Insight
  • Evaluation
  • Elaboration
  • Implementation
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7
Q

What is a Creative Leap?

A

A sudden realization or breakthrough in the creative process that leads to a unique idea.

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8
Q

Fill in the blank: The Creative Concept involves both _______ and _______.

A

Visual and Verbal.

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9
Q

What are the 4 Layout Stages in advertising design?

A
  • Thumbnail sketches
  • Rough layout
  • Comprehensive layout
  • Final artwork
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10
Q

List three Principles of Design.

A
  • Balance
  • Directional Pattern
  • White Space
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11
Q

What are some Ad Layout Styles?

A
  • Poster
  • Mondrian
  • Circus
  • Picture Frame
  • Montage
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12
Q

What components make up an advertisement?

A
  • Headlines
  • Subheads
  • Body Copy
  • Taglines/Slogans/Jingles
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13
Q

How does Radio utilize music and SFX?

A

To create an immersive experience known as the Theater of the Mind.

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14
Q

What are TV Storyboards?

A

Visual representations of scenes in a TV commercial used for planning and presentation.

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15
Q

Name two Creative Message Formats.

A
  • Straightforward
  • Humor

Other formats include Demonstration, Comparison, and Slice of Life.

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16
Q

True or False: Print media includes magazines and newspapers.

A

True.

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17
Q

Compare and contrast Print and Broadcast media.

A
  • Print: Magazines, newspapers
  • Broadcast: TV, radio

Discuss advantages and disadvantages for each medium.

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18
Q

What are the Types of Magazines?

A
  • Consumer
  • Trade
  • Professional
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19
Q

What are common Magazine Sizes for Advertising?

A
  • Full-page
  • Half-page
  • Quarter-page
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20
Q

Define Gatefolds in magazine advertising.

A

A type of page that folds out to create a larger advertisement.

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21
Q

What is Readership in the context of magazines?

A

The number of people who read a publication, including pass-along readers.

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22
Q

What does CPM stand for?

A

Cost Per Mille (Cost per thousand impressions).

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23
Q

What are Rate Cards?

A

Documents detailing advertising rates, cover dates, on-sale dates, and closing dates.

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24
Q

What is the difference between Reach and Frequency?

A
  • Reach: Number of different people exposed to an ad
  • Frequency: Number of times the same person is exposed
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25
What is Direct Marketing?
A form of advertising that allows businesses to communicate directly with consumers.
26
List the three Types of Direct Mail Lists.
* House * Response * Compiled
27
What are the components of Direct Mail?
* List * Offer * Package
28
What is the Aperture Concept?
The idea that there is an optimal time or moment to deliver a marketing message.
29
What is Lifetime Value in marketing?
The total revenue a business can expect from a customer over the duration of their relationship.
30
What is Public Relations (PR)?
The practice of managing communication between an organization and its publics.
31
What are Advertorials?
Advertisements that are designed to look like editorial content.
32
33
What are the different dayparts for TV/Radio?
Morning, Afternoon, Evening, Late Night ## Footnote Dayparts refer to specific segments of the day when different programming is aired.
34
What is Up-front Buying?
A method of purchasing advertising time in advance, typically for the entire season ## Footnote It involves negotiating prices and placements before the broadcast season begins.
35
What is the difference between Ratings and Share?
Ratings measure the percentage of total TV households watching a program, while Share measures the percentage of households watching a program compared to those watching TV at that moment ## Footnote HUT (Households Using Television), AQH (Average Quarter Hour), and CUME (Cumulative Audience) are metrics related to these concepts.
36
What are Web 3.0/4.0/5.0?
Evolving stages of the internet emphasizing interactivity and user engagement in advertising ## Footnote Each version focuses on improving user experience and data connectivity.
37
What are microsites and landing pages?
Dedicated web pages designed for specific marketing campaigns or promotions ## Footnote They often focus on behavioral targeting and search retargeting.
38
What is Native Advertising?
Advertising that matches the form and function of the platform on which it appears ## Footnote It blends seamlessly with content to provide a less intrusive experience.
39
What are the types of outdoor advertising?
* Bulletins * Poster Panels * Spectaculars ## Footnote These formats are used for reaching broad audiences in high-traffic areas.
40
What does 100 Showing refer to?
A standard measure indicating that an advertisement is shown 100 times to a specific audience ## Footnote It is used to evaluate the reach of an advertising campaign.
41
What are the types of transit advertising?
* Bus advertising * Subway advertising * Train advertising * Alternative Advertising ## Footnote These methods utilize public transportation systems to reach commuters.
42
What is Direct Marketing?
A form of advertising that allows businesses to communicate directly with consumers ## Footnote It often includes methods like direct mail, email, and telemarketing.
43
What are the three types of Direct Mail Lists?
* House Lists * Response Lists * Compiled Lists ## Footnote These lists categorize recipients based on their relationship to the sender or their previous engagement.
44
What are the components of Direct Mail?
* List * Offer * Package ## Footnote Each component plays a crucial role in the effectiveness of direct mail campaigns.
45
What is the difference between Advertising Specialties and Advertising Premiums?
Advertising Specialties are promotional items given away to promote a brand, while Advertising Premiums are higher-value items offered as incentives ## Footnote Both aim to enhance brand awareness and customer loyalty.
46
What are media planners responsible for?
Developing strategies for advertising campaigns, including choosing media channels ## Footnote They analyze audience data to optimize media buying.
47
What is the Media Mix?
The combination of different media channels used in an advertising campaign ## Footnote It includes traditional and digital media to maximize reach and impact.
48
What is the Aperture Concept in media planning?
The idea that there are optimal times and places to deliver advertising messages for maximum effectiveness ## Footnote It emphasizes the importance of timing in media strategy.
49
What does Media Agency Unbundling refer to?
The separation of media planning and buying functions from creative services in advertising agencies ## Footnote This trend allows for more specialized services and greater flexibility.
50
What is Message Weight?
A measure of the total amount of advertising delivered in a specific period ## Footnote It assesses the intensity of the advertising effort.
51
Define Reach in advertising.
The total number of different people or households exposed to an advertisement during a specific period ## Footnote It is a key metric for evaluating the effectiveness of advertising campaigns.
52
What is Frequency in advertising?
The number of times an individual is exposed to an advertisement in a specified time frame ## Footnote High frequency can lead to higher brand recall.
53
What are the concepts of Flighting and Pulsing in media scheduling?
* Flighting: Alternating periods of advertising and non-advertising * Pulsing: Continuous advertising with intermittent bursts of higher intensity ## Footnote These strategies help manage budgets and maximize impact.
54
What is Wearout in advertising?
The phenomenon where consumers become desensitized to an advertisement after repeated exposure ## Footnote This can lead to decreased effectiveness over time.
55
What are Impressions in advertising?
The total number of times an advertisement is displayed, regardless of whether it is clicked or engaged with ## Footnote Gross Impressions count all instances, while OTS (Opportunities to See) refers to potential views.
56
What does CPM stand for?
Cost Per Mille, or cost per thousand impressions ## Footnote It is a standard metric for measuring the cost efficiency of advertising.
57
What are the five trends in advertising?
* Increased personalization * Growth of digital and social media * Focus on sustainability * Rise of influencer marketing * Emphasis on data analytics ## Footnote These trends shape the future of advertising strategies.
58
What are the two types of Media Objectives?
* Audience Objectives * Message/Distribution Objectives ## Footnote These objectives guide the planning and execution of media strategies.
59
What are Media Flowcharts?
Visual representations of media plans that outline the timing and placement of advertisements ## Footnote They help in tracking and managing advertising activities.
60
What are BDI and CDI in sales potentials?
* BDI: Brand Development Index * CDI: Category Development Index ## Footnote These indices assess the performance of a brand and product category in a specific market.
61
What is Relationship Marketing?
A marketing strategy focused on building long-term relationships with customers ## Footnote It integrates with Integrated Marketing Communications (IMC) to create synergy.
62
What is the difference between Database Marketing and Direct-Response Advertising?
Database Marketing uses consumer data to tailor marketing efforts, while Direct-Response Advertising seeks immediate responses from consumers ## Footnote Both approaches aim to enhance customer engagement.
63
What is the role of Product Packaging in marketing?
To protect the product, attract consumers, and convey brand identity ## Footnote Effective packaging can influence purchase decisions.
64
What are the trends in packaging?
* Eco-friendly materials * Minimalist design * Interactive elements ## Footnote These trends reflect consumer preferences for sustainability and innovation.
65
What are the categories of Sales Promotions?
* Consumer Promotions * Trade Promotions * Sales Force Promotions ## Footnote Each category targets different audiences to boost sales.
66
What is the difference between Contests and Sweepstakes?
Contests require skill or effort to enter, while Sweepstakes are based purely on chance ## Footnote Both are used to engage consumers and drive participation.
67
What are Slotting Allowances?
Fees paid by manufacturers to retailers for shelf space ## Footnote This practice can influence product placement and visibility in stores.
68
What is the Pull Strategy in sales promotions?
A strategy that focuses on creating consumer demand to pull products through the distribution channel ## Footnote It contrasts with Push strategies that focus on promoting products to retailers.
69
What does Lifetime Value relate to in marketing?
The total revenue a business can expect from a single customer account over time ## Footnote It emphasizes the importance of customer loyalty and retention.
70
What is Public Relations (PR)?
The practice of managing the spread of information between an organization and the public ## Footnote It aims to build goodwill and a positive image.
71
What is the difference between Publics and Stakeholders?
Publics refer to groups of people with a common interest, while Stakeholders are individuals or groups with a vested interest in an organization ## Footnote Understanding both is crucial for effective PR strategies.
72
What is the difference between Above the Line and Below the Line advertising?
* Above the Line: Mass media advertising * Below the Line: Direct marketing and promotions ## Footnote This distinction helps in budget allocation and strategy development.
73
How does PR compare to Advertising?
* Media Use: PR uses earned media, while Advertising uses paid media * Control: PR has less control over messages * Credibility: PR is often viewed as more credible ## Footnote These differences define the roles of each in communication strategies.
74
What are the key components of PR effectiveness?
* Output: Quantity of PR activities * Outcome: Impact of those activities ## Footnote Measuring both is essential for evaluating PR success.
75
What is Corporate Advertising?
Advertising aimed at promoting a company rather than a specific product ## Footnote It is often used to enhance corporate image and reputation.
76
What types of materials are used in PR?
* Advertorials * Printed Materials * Press Releases ## Footnote These materials help convey messages and engage audiences.
77
What are Crossover Promotions?
Marketing strategies that involve partnerships between brands for mutual benefit ## Footnote They can include sponsorships and event marketing.
78
What are Partnership Programs in marketing?
* Comarketing * Cobranding * Licensing * Tie-ins ## Footnote These programs leverage the strengths of multiple brands to enhance marketing efforts.

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