ADV 206 EXAM 3 – Flashcards
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advertising's basic functions
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-identification=identifies a product and or the store where its sold -information= adv provides info about the product -persuasion= adv may persuade ppl to buy things
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key components of advertising
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-strategy=objectives that focus on sales, branding etc -message=concept behind a message and how its expressed is based on research and consumer insights -media=various media has been used over the centuries -evaluation= evaluating the effectiveness as to whether the project achieved its objectives
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marketing communications
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a term that refers to the various types of promotional tools and comm. efforts about a brand that appear in a variety of media
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advertising flourishes where:
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supply exceeds demand
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greatest commercial ever made
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apple 1984
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"Half the money I spend on advertising is wasted and the trouble is I don't know which half" is said by...
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John Wanamaker
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old spice problem
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known as grandfather brand; reinvent the brand
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agencies derive their income from
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-commissions= traditional form of compensation -fees= an hourly fee or rate -retainers = monthly or yearly bill based on the projected amount of work and the hourly rate charged -performance incentives= based on paying the agency a percentage if sales or marketing budget
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targeting certain groups of people, why?
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you want to market towards the group of people most likely to buy/interact with the product
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biggest change in advertising
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technology?? -consumer is in control -digital media
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four "P's" of marketing
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product, place, price, promotion
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brand
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a perception, often imbued with emotion, that results from experiences with and info about a company or aline of products
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marketing mix
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designing, pricing, distributing, and communicating about the product (product, place, price, promotion); changes constantly
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Positioning
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the way in which consumers perceive a product in the marketplace; Where you are located in the consumer's mind.
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Name the six most popular ways of segmenting
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1. demographic 2. life-stage (based on stage in life cycle) 3. geographic 4. psychographic 5. behavioral (based on product/brand usage) 6. values and benefits-based (based on tangible and intangible factors)
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the largest advertiser in the world
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procter and gamble
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what ad agency did Ad Age claim was #1 on their 2016 A-List?
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droga 5
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players in the marketing world
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advertiser/client, agency, media, suppliers
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advertising is a subset of marketing along with
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brand communication/public relations
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creative department
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-Copywriters -Art Directors -Production
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account planner
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gathers all available intel on the market and consumers and acts a the voice of the consumer
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IMC
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integrated marketing communications
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the idea behind IMC is
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practice of unifying all marketing communication efforts so they send a consistent brand message to target audiences
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Why brand?
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BRANDS WORTH MORE $ THAN PRODUCTS!
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example of positioning
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ex Volvo is safe vs BMW is lux
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most valuable brand name in the world
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apple
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can adv create demand?
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yes
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copyright
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the owner or creator of certain types of original works have the sole right to reproduce and distribute the work
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first amendment
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first amendment gives an organization to promote products as commercial speech
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influences consumer decisions?
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cultural influences, family and friends, personal needs, experiences with a brand
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Segmenting by ethnicity
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example of segmenting by demographic
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segmenting based on brand loyalty is an example of
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Behavioral
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largest ethnic minority in US is
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Hispanics
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according to diffusion of innovation, which is the first group to adopt a new product?
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innovator group
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"heart and soul of a brand"
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brand essence
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a good example of a brand extension is
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Ralph Lauren Home Furnishings
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strategy
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logic and planning behind an ad
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the Ad Age campaign of the year was
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Geico unskippable campaign
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effective adv is a product of...
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research, testing, management
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11 brainstorming techniques
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what if? an unexpected association dramatize the obvious catchy phrasing an unexpected twist play on words analogy and metaphor familiar and strange a twisted cliche twist the obvious exaggeration
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characteristics of creative ppl
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problem-solving, playful, ability to visualize, open to new experiences, conceptual thinking, high-tolerance for ambiguity
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big ideas can be risky bc...
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they are different and untested
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rules for writing effective ad copy
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single focus, original, imaginative description, a story
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2015 Gunn report's most awarded full campaign is
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Always #LikeAGirl
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public relations writes news stories whose primary criterion is...
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newsworthiness
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when should a media plan be developed?
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Media should be determined BEFORE the creative team develops a campaign
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when a creative team is showing an idea for a tv commercial, it is most likely to be presented as a...
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storyboard
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the designer's toolkit is made up of
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illustrations/animations, photos/film shots, color, type, design principles, layout, and composition
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the Altoids "curiously strong" print campaign in chap 10 is most relevant in this class bc
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it was made by Leo Burnett aka Ed's agency! he probs worked on this campaign tbh
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in a broadcast production, what are each person's role?
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-Copywriters: Work in teams with Art Directors to develop the advertising ideas and then actually write the ads -Art Directors: Work with Copywriters to develop the advertising ideas then determine what they will look like. -Production: Once the ad is completed and client has approved, Producers take over to turn it from an idea to an actual ad.
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direct response marketing
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like a catalogue. direct relation between costumers and marketers (ex: Amazon, Lands End)
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major types of consumer promotions
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price deals, discounts, refunds and rebates, etc
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loyalty/continuity program
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promotion to increase customer loyalty ( like frequent flyer miles)
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according to russell, social media is really:
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"my internet"
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what is an advertising impression?
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one person's opportunity to be exposed one time to an ad in a specific vehicle
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what does having a rating of 20 mean?
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20% of all households with tv's were tuned in to that particular show
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what is a gross rating point?
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weight or efficiency of a media plan the more GRP's the more weight the media buy is said to deliver
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what are the 3 types of media?
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Paid, Owned, Earned
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what does media planner do?
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Decide where and when a brand should advertise to best accomplish their goals.
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what is search engine optimization?
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maximize link between topics and brand related websites register with popular search engines so that it shows up early on the list
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what event helped to save the Troy Library?
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proposed book burning party - social media
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What company was subservient chicken for?
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Burger King
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what was the 1st social media success?
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Blair Witch Project
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if you buy 200 GPRs on tv, and reach 20% of the audience, how many times did you reach the average one?
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10 times
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if you reach 45% of your audience twice in a 4 week period of time, how many GRP's did you deliver?
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90
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define market research
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investigates product and category as well as consumers who are or might be customers for the product
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when conducting a research study, what type of research should u do first?
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secondary research
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what is 1 of the 2 primary characteristics of quantitative research?
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Large sample size, random sampling
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which of the following is a form of qualitative research?
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observation, ethnographic studies, in-depth interviews, and case studies
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what is competitive analysis?
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Buying and using competing brands to do comparative tests to add to experiences to brand analysis
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what is the biggest diff btwn survey research and one-on-one in depth interviews?
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More flexible, less structured. Interviews are often open ended
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What is strategic planning?
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process of determining objectives, deciding on strategies, and implementing the tactics
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ratings
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percentage of households tuned to a program
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share
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percentage of households with TVs on tuned to a program
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The main advantage of owned media is?
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You get to control the message
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what does SWOT stand for?
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Strength, Weakness, Opportunity, Threat
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measurements referring to the % of the category purchases that are made by the brand's consumers is what?
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market share
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What is the goal of a situation analysis?
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Understand your product category and your competitors- identify a problem that can be solved with communication
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What are the problems that advertising can solve?
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Message related problems such as image, attitude, perception and knowledge of information
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What is "insight mining"?
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finding some nugget of truth in a stack of research findings that lead to a key understanding of how consumers feel, think, or behave
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What is a creative brief?
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A document that informs the copywriter and art director what piece of communication needs to be created. NOT HOW TO CREATE IT.
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The Daily Show, The New York Times, and Men's Health are all examples of what?
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media vehicles
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What is a media plan?
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a decision process leading to the use of advertising time and space to assist in the achievement of marketing objectives
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What is the media mix?
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selecting the best combo of media vehicles, non traditional media, and marcom tools to reach the targeted stakeholder audience
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What are you looking for more than anything else in a creative brief?
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THE BIG IDEA
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What is the fundamental job of an ad agency?
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Act as a consultant telling their client how to be more successful
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How do you calculate GRP?
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Reach x frequency
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what does KPI stand for?
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key performance indicator
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ROI stands for
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return on investment
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most awarded commercial of 2015 according to the Gunn report
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John Lewis, "Monty's Christmas"
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most awarded print campaign of 2015 according to the Gunn report
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Buick Road Safety "Human Traffic Signs" campaign
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most awarded agency in the world of 2015 according to the Gunn report
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BBDO New York
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the 2016 AAF project was for
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Snapple
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3 questions taken from that day's Ad Age
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tbd
