Advertising Giuffrida

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creative concept testing
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Measure creative ads at the concept stage
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VAS research offers
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motivation and resources
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What influences buying?
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All of the Above
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Market
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the world of commercial activity where goods and services are bought and sold
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strategy
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How a company handles objective (step from marketing plan)
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review market plan
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An ad managers 1st step in an ad plan
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A coffee shop wants to appeal o a new market. They changed the look, taste, and distribution. What did they change?
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The 4 p’s
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4 p’s
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product, price, place, promotion
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product
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commodities offered for sale
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introductory
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a product that creates demand in the product life cycle
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product life cycle
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Four stages that product goes through over its life: introduction, growth, maturity, and decline.
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introduction in product life cycle
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When a product is launched and sales begin. It can involve a lot of expenditure on promotion and publicity.
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growth in product life cycle
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Experienced when the product starts to sell faster. People are beginning to buy more of it and it is becoming successful.
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maturity in product life cycle
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Sales rate begin to slow down. A business should consider introducing some different versions of the product to keep sales up.
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decline in product life cycle
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Occurs when sales start to fall and the interest in the product is declining.
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WWE’s target market
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preteens dressing up
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Growth
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Rapid market expansion
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Maturity
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Saturated with competing products
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direct market
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person you buy from makes the product
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focus group
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Group of individuals brought together for the purpose of asking them questions about a product or marketing strategy.
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account planning
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helps managers make marketing decisions
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ad research
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how to find out an ad plan
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media research
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focuses on issues of media effectiveness, selection, frequency, and ratings.
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post testing
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asses ad’s effectiveness after running it
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pre testing
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conducted by research firms customer exposure, surveyed
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big brands are more popular than
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store brands
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regional advertising
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only advertising where stores are
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classifieds
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small advertisements places in a reserved section of the paper, classified under different headings
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market segmentation
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The process of dividing the total market into groups whose members have similar characteristics
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business to business
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robotic
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smelling aroma, thanksgiving
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behavior
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behavioristics
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statistics about consumers based on their knowledge, attitudes, use, or response to a product.
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psychographics
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Studies of consumers based on social and psychological characteristics such as attitudes, interests, and opinions
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geographics
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segmentation of the market based on where people live.
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geopgraphics
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population growth so a hospital expands
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Benefit from a PSA
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Humane Society
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Not an advertising medium
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word of mouth
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creative boutique
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an advertising agency that specializes in and provides only services related to the creative aspects of advertising
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marketing plan
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establishes all pertinent facts of an organization
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marketing plan
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detailed strategy for focusing marketing efforts on consumers’ needs and wants
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pretesting
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an ad would use portfolio text and story boards during which staging process:
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conduct a situational analysis
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first step of the traditional top-down marketing plan
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top-down marketing plan
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situation analysis, marketing objectives, marketing strategy, marketing tactics
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bottom-up marketing plan
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small companies: marketing tactics, marketing strategy, marketing results
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Advertising art
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Ben Franklin
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Account Executive
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Liason of agency and client
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Trademark
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no one else can use it
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Association of largest Ad Agencies
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AAAA: American Association of Advertising Agencies
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Exagerated Claims
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puffery
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subliminal advertising
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promotional messages that the consumer is not consciously aware of… sexual
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copywriter
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creative, writes headlines
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analyze situation and define problem
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first step in research process
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qualitative & quanitative
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2 types of marketing research
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quanitative
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help food advertising, ask consumers
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quanitative research
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research in which the data is recorded in numerical form
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qualitative research
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research that relies on what is seen in field or naturalistic settings more than on statistical data
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product differentiation
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when a consumer prefers a brand
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SWAT analysis
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Strengths, Weakness, Opportunities, and Threats (ALL OF THE ABOVE)
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2 sub strategies of an ad strategy
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creative and media
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advertising strategy
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company accomplishes its advertising objectives. it consists of two major elements: creating advertising messages and selecting advertising media
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consumer behavior
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Processes a consumer uses to make purchase decisions, as well as to use and dispose of purchased goods or services; also includes factors that influence purchase decisions and product use.
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Persuasion
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change in belief caused by promotional communication:
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motivation
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Underlying motives contribute to purchasing
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needs
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Distinctive human instincts motivate
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Maslow’s hierarchy
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5. Physiological Needs 4. Safety and Security Needs 3. Love (social) Needs 2. Esteem Needs 1. Self-Actualization helps understand consumer motivation
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disadvantages of in house advertising
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not very creative, loss of objective
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target marketing
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marketing directed toward those groups (market segments) an organization decides it can serve profitably.
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Advertising
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Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
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local
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Ace in huntington males flyers in community
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Cooperative
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Pool and Spa owned by a family and sale a certain brand. That company says they’ll pay 50% of their advertising.
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traffic coordinate
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Department in agency responsible for missed deadlines
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printing press
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made 1st advertising formats
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Full service ad agency
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an agency that handles planning, creation, production, and placement, of advertising for advertising clients. It may also handle sales promotion and other related services as needed by the client. (A)
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marketing advertising
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increase product use
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market segmentation
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process where marketers search for specific groups
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cooperative corporation
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objective: profit.. etc
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positioning
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occupies competitively in mind of consumer
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stake holder
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person, group, organization, or system who effects an organizations actions (all the above)
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habit reinforcement
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buy 10 get 1 free
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opinion leaders
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well-informed people who help others interpret media messages
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test market
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testing effectiveness with retailers
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produce same result
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in order for quanitative research to be reliable it has to
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survey small portion
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sample
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IMC
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All the above, Integrated marketing communications: building relationships to ensure a constructive encounter w/ the company, brand, consumer, stakeholder through a variety of media/other contacts
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make larger segments
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2nd step of marketing segmentation
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Chain of Jewish Supermarkets
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geodemographic
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family branding
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marketing several different products under the same brand name
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license branding
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teaming up with another brand
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national brand
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manufacturers brand
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Marketing communication
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The element in the marketing mix that communicates the key marketing messages to target audiences. (all planned messages)

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