Exam 2 Study Guide

Advertising 250 with Haley at University of Tennessee - Knoxville

About this deck

By: Ali Griffin
Textbook:

Advertising and Integrated Brand Promotion
Created: 2009-10-06
Size: 77 flashcards
Views: 179

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What are marketing goals?

sales oriented

market share

increase sales

Increasing sales of Diet Dr. Pepper among men by 5% in 2010 is an example of what kind of goal

marketing

What are advertising goals?

support marketing goals

communication oriented

awareness

desire

interest

all about perception

What is the ultimate goal of adv?

ACTION

To increase Diet Dr.Pepper as best tasting diet drink for me is what type of goal?

Advertising

What are the 4 components of a goal?

TO DO WHAT

TO WHOM

BY HOW MUCH

BY WHEN

What is a good example of a strong goal?

to increase brand preference for ddp by 20% among 24-54 year old men during the fiscal year 2009-2010

What is research used for?

understand perceptual obstacles and opportunities

determine baseline measures

What are examples of perceptual obstacles?

animal kingdom

new and unsure of what it is

not interested in zoos

kids want rides and characters

What are pereceptuals opportunites?

want family time

ppl want smart kids

like Disney things so will like this

What does one do after pereceptual ops and obs?

conduct research to determine current levels of awareness, interest, and desire

What are the different types of research?

Secondary

Primary

Quantitative

Qualitative

What is secondary?

demographics

media/product use, exisiting market research

What is primary?

designed to find information you can't find elsewhere

What is quantitative?

designed to measure:

-how much

-how many

-how strongly held an attitude or belief is

EX: how many people convinced that we need health care reform

-use surveys

-scaled items

What are the benefits of quantitative?

baseline measures, quick, a lot of ppl

What are disadvantages?

get waht ask for

only responses asked for

don't know if asked the right questions

What is qualitative?

understand what people think w/open ended questions

What are the hierarchy of needs?

Primary

Safety/Security

Social

Ego

Self Actualization/fulfillment

What is the basic of assumption of marketing?

behavior is need driven

What are motives/

driving force within individuals that propels them into action

What are rationale motives?

reasonable reasons to buy something

i.e. car for work

What are emotional motives?

buy things to feel good about yourself/status

What are Axe commercials?

Positive motives because they drive us toward a behavior

What would a PSA for smoking be?

negative motives that drive us away

Buying a car is an exapmle of what?

highly involved whereas buying sugar is lowly involved

What is perceptions?

process by which individual

selects

organizes

and interprets stimuli into a meaningful and coherent picture of the world

Perception is based on...

individual's needs, values, and expectations

and

it depends on previous experience and motives at the time

What is the advertising implication of selection?

a consumer can only pay attention to a small fraction of the stimuli to which h/she is exposed

this depends on previous experience and motives at the time

What does the AIS include?

Media scheudling

getting attention

exposure DOES NOT EQUAL PERCEPTION

How to we organize stimuli?

according to life

What is schema?

how we organize the world

"mindsets"

A luxury vacation over an adventurous one is an example of what?

schema

Associated meanings with products are what?

brands

When we want to know how a product will fit into our life this is...

interpretation

Advertising is largely about...

perception management

-how things fit into our life

The process by which individuals acquire the pruchase and consumption of knowledge and experience they apply to future behavior

learning

Coming to school is an example of

intentional learning bc we are setting out to learn

When we were younger and learned the stove was hot from touching it...

incidental learning

-most of the learning in our life

What is the the 3 hit method?

media planning, when we learn through repetition

how many times ppl need to see an ad to remember

How we store and remember things is

Memory/information processing research

How many products on average do customers remember from an evoked set?

5-7 brands

The inner psychological characteristics that both determine and reflect how a person responds to his or her environment

personality

True or false a personality can not change over liftime

false, but it is fairly consistent and enduring

Personality can influence

producs and store choice

responsiveness to communication

i.e. some people respond to loud

messy store while others respond to quiet organized store which implies a lot about personality

What are external influences?

sociology

anthropology

reference groups

What are reference groups?

any person or group that serves as a point of comparison for an individual

consumer ref groups, ref to family, to yourself, friends, social class, culture

True or false: the fact we like to buy things is cultural?

true

What are core US values

success/achievement

activity

productivity/efficiency

progress

material comfort

individualism

freedom

external conformity

humantiarisansim

youth

What are the stages of the creative process?

fast finding

idea generation

idea refinement

Research and using the actual product are all part of

fact finding

A review of the marketer's situation

competition

competitor's message

target market

marketing goal are all part of

Situation analysis

Idea Generation includes

thinking of message solutions based in the facts

reserve initial judgment of ideas

involves brainstorming

happens bst when you let mind ahve freedomt olet it happen

Concepting is included in what step of the creative process?

idea generation

What is concepting?

developing message startegy option for researching the marketer's goal via communication

Not how say something, but what we need to say is...

message strategy

we look for core motivators to talk to audience

What should be considered as far as market strategy goes?

what type of purchase is it for the target market?

-routine, special, self, or others in mind?

Which type of motivator is more important?

-rational or emotional

What is important to remember in regards to product capabilities?

we should only promise things that are true because if we do not we will quickly ruin the product

What is the process of the message strategy?

1. understanding the product

2. understanding the target market

What is involved in idea refinement

thinking critically about initial ideas

making sure of rationale

making sure the idea is:

-interesting to TM

-fulfills the marketer's goal

-concept testing: getting feedback

How to interpret the Concept testing results...

often not clear winner

help you find most motivating ideas

could lead to revised strategy options

ultiamtely strat team has to determine and defend the strat

What are the details of a creative brief?

-1 pg document

-used by entire account team

-structure can vary by agency

-details most relevant info for creative when team to consider when making ads

-marketer's goal

key product info

-key TM info

-message strategy

-reason why message strat will work

-mandatories: special requirements

What are execution options?

can be executed in many ways if good

need to be diff from other comps

draw TM attention

deliver msg clearly

Part of the ad that draws attention...

headline

What are the diff types of headlines

news

provactive

selective

promise

Transitions from headline to body copy

oten used to elaborate on the headline

Sub heads

-want all of your info in either here or headline bc many ppl won't read past this point

What is sometimes called "amplification?"

body copy

What is included in the body copy?

explains all the details-copies the points

all reasons why you want to purchase the product or service

The conclusion is...

a call to action

The conclusion includes...

the tag line which summarizes the main idea or benefit

When one side of an ad has more than the other...

informal balance

when the ad is equal on both sides

formal balance

When certain elements are made to stand out visually with different colors and fonts

contrasting

Areas of frame with no elements and used to visually organize an ad...

white space

What is gaze motion?

arranging motion to direct the reader's eye through the frame

Is gaze motion culturally based?

yes

What is a series of ads with multiple media channels that communicate a common message?

ad campaign

About this deck

By: Ali Griffin
Textbook:

Advertising and Integrated Brand Promotion
Created: 2009-10-06
Size: 77 flashcards
Views: 179

About StudyBlue

“Simply amazing. The flash cards are smooth, there are many different types of studying tools, and there is a great search engine. I praise you on the awesomeness.”
Dennis