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University of Tennessee - Knoxville
Exam 2 Study Guide
Exam 2 Study Guide
University of Tennessee - Knoxville
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Advertising and Integrated Brand Promotion
What are marketing goals?
Increasing sales of Diet Dr. Pepper among men by 5% in 2010 is an example of what kind of goal
What are advertising goals?
support marketing goals
all about perception
What is the ultimate goal of adv?
To increase Diet Dr.Pepper as best tasting diet drink for me is what type of goal?
What are the 4 components of a goal?
TO DO WHAT
BY HOW MUCH
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?
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?
What is secondary?
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 strongly held an attitude or belief is
EX: how many people convinced that we need health care reform
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?
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
and interprets stimuli into a meaningful and coherent picture of the world
Perception is based on...
individual's needs, values, and expectations
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?
exposure DOES NOT EQUAL PERCEPTION
How to we organize stimuli?
according to life
What is schema?
how we organize the world
A luxury vacation over an adventurous one is an example of what?
Associated meanings with products are what?
When we want to know how a product will fit into our life this is...
Advertising is largely about...
-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
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...
-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?
The inner psychological characteristics that both determine and reflect how a person responds to his or her environment
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?
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?
What are core US values
What are the stages of the creative process?
Research and using the actual product are all part of
A review of the marketer's situation
marketing goal are all part of
Idea Generation includes
thinking of message solutions based in the facts
reserve initial judgment of ideas
happens bst when you let mind ahve freedomt olet it happen
Concepting is included in what step of the creative process?
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...
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
key product info
-key TM info
-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...
What are the diff types of headlines
Transitions from headline to body copy
oten used to elaborate on the headline
-want all of your info in either here or headline bc many ppl won't read past this point
What is sometimes called "amplification?"
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...
when the ad is equal on both sides
When certain elements are made to stand out visually with different colors and fonts
Areas of frame with no elements and used to visually organize an ad...
What is gaze motion?
arranging motion to direct the reader's eye through the frame
Is gaze motion culturally based?
What is a series of ads with multiple media channels that communicate a common message?
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