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130 Cards in this Set
- Front
- Back
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Adv & Marketing, all about ___ "bigger the better" these include:
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ideas; ads, print, broadcast, pricing, brand names, packaging, PR, sales promotion, product itself
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___ more than the product; ___ the image, __ management
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brand; branding
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comes from "Biernan" which means "to burn"; noun used for a name a symbol is burned on; US trademark act of 1870 made ____ legal symbols of good will
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brands
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brand is a ____ entity (tangible or intangible)
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concept; conceptual
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Brand serves the purpose for building ____, value/worth, how it benefits the needs of target; trust, goodwill, status, superiority, perceived value, meaning to customer, etc.
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equity
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personalities... ___ to us
example: ___ |
talk; nike vs. reebok
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Cognative
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awareness; realm of thoughts, info, and facts
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3 types of Ad Objectives:
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Cognative, Affective, Conative
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Affective
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emotion, feelings, attitudes
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Conative
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action, motives, stimulate/desire
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AKLPCP
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Awareness, Knowledge, Liking, Preference, Conviction, Purchase
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Brands do/do not mean different things to different people; marketer=?, agency=?;media=?; consumer=?
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do mean different; marketer=business account; agency=client/account; media=customer/advertiser; consumer=meaning system
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A great ad is...
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simple, direct, edge, recall, repitition, effective
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AIDA-how adv works
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Attention, Interest, Desire, Action
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Adv: 6 key elements:
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paid, nonpersonal communication, from an identified sponsor, using media space, persuade or influence, a target audience
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changes in modern adv...
60s; 70s; 80s; 90s |
60s: creative resolution
70s: recession/rise of marketing & accountability 80s:mergermania 90s: integrated marketing comm |
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financially driven mergers, 3 items and example
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hit client side 1st, corps wanted diversity, saatchi & saatchi, WWP, Omnicon; tobacco companies
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recession of the 70s...
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increased importance of marketing and accounting
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how has adv changed?
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mergers, client relationships, effectiveness questions, lower budgets/more compensation
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how adv has changed; client loyalty _____
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dropped
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agencies started "unbundling"
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selling individual services separately, pick and choose clients on a menu
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On the client side, as competition increased, the need for accountability ____
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grew
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sales/promotion: ___ term...
Direct Response: |
short term; incentives
reply or buy immediately, "buy 1 get 1" |
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Direct Response is ____ and works well when...
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unbiased; when the economy is down
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consumber promotion __%
media advertising __% trade promotion __% |
22
20 58 |
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6 top markets include:
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NY, Chi, Detroit, LA, SF, Boston
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more reasons adv has changed in the 80s-90s
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TiVo, audience fragmentation, selectivity, media evolution, consumer changes, globalization, world brands, competitive changes (UPC codes_
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IMC
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planning and implementation of the various marketing communications disciplines as a single, overall communications system
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3 characteristics of the creative process
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strategy, creativity, execution
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3 players in the ad biz
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advertisers (retail), ad agencies (sports, general), the media (print, internet)
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4 necessities for modern advertising
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mass production goods; mass communication/media; mass distribution; mass education (literate society = more demand)
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4 capitalism/free market assumptions
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supply/demand (regulates pricing); access to more info; caveat emptor; reasonable behavior
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caveat emptor
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buyer beware.. buyers are rationale
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reasonable behavior
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assuming people "play by the rules"
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push, adv - ___ mktg - ___
push to ________ |
adv - hard sell; mktg - trade
___ to distribution |
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pull, adv - ___ mktg - ___
pull to _____ |
adv - soft sell;
___ to purchasing |
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market segmentation (2) aka:
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looks at market and demands and breaks them down into smaller homogenous markets "target market"; process of dividing a market into distinct groups of buyers who might require seperate products of marketing mixes
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target market
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group of people (market segment) who are most likely to responde favorably to what the marketer has to offer
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5 market segmentation variables
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geographic, demographic, psychographic/lifestyle, behavioristic/purchase occassion, consumer needs/loyalty status
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John E. Kennedy
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"salesmanship in print"; reason why copy & persuasion
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Claude Hopkins
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wrote scientific adv; tested effectiveness
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Rosser Reeves
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Ted Bates agency, "USP", 1 unique claim/central idea
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Albert Lasker
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changed the ad business, more than just buying media, added strategy and creative development
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Bill Bernbach DDB
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60s creative revolution; persuasion more art than science; surprising combinations of visual aids
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Leo Burnett
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chi style; find brand's "incoherent syle"
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Mary Wells Lawrence
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from OH, copywriter, founded agency, highest paid woman in US
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David Ogilvy
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author; shot/passed in '98; produced for new O&M "what makes good adv?" how you can do well in the business
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Ad campaign...
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plan, budget, situation analysis, comprehensive plan of action, series of related ads, appear in different media/vehicles, specified period of time; accomplish objectives
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_______ outgrowth of account management; started in London, Chiat/Day, part researcher part account manager; understand target; left and right brain
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account planning
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consumer aperture
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______ when/where consumers are likely to be receptive; best window for messages; pizza=events=sporting
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DDB Media Network, CHI uses ___, a creative approach
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"Personal Truth"; analysis on concept target market
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advertising is highly ____
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monitored
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products fail faster when ads make them ______
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seem better than reality
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local adv-____budgets-___ monitors
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lower; less
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FTC-protects business from unfair competition, protects consumers.. can levy fines, order corrective adv
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Federal Trade Commission
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3 central issues concerning advertising ethics:
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advocacy (opinions); accuracy (half truth); aquisitiveness (materialism, promote a want not a need)
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puffery ____
and anexample: |
____ is used all the time, it's an extreme exaggeration "new and improved" can't be tested.. "bayer works wonders"
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ethical issues
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taste, unpopular products (beer) subliminal adv, stereotyping, affirmative disclosure... etc.
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marketing is a _____ of planning, it ____ and establishes a ____ ____
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process;exchanges;competitive advantage
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5 P's of Marketing
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Product, People, Place, Promotion, Price
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Package Goods are purchased ____; durable goods are purchased ____
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frequently; infrequently
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people pay more attention to ads for ___ goods because there is less risk
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packaged
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Easy as P.I.E.
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planning; implementation (responsibilities, deadlines) evaluation (monitor web hits, measure adv)
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4 reasons to hire an ad agency
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expertise (closer to consumer), objectivity, cost efficiency, staffing
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full-service agencies serve 2 roles:
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idea generation, brand building (media exposure)
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4 major functions/depts of an ad agency:
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account management (laison); creative services; media planning and buying; research
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the ____ of a full service agency steers work thoughout the agency to make sure work is done on time
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traffic dept
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agencies make money in 3 ways
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media commissions, production and service markups, fee systems
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marketing services is another way to view ____ and ____
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promotion mix & IMC
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why marketing services
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databases, accountability, immediate results, 2-way communication
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Direct Marketing/Response can be advertised through ____
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all media
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4 direct marketing objectives
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direct purchase, inquiries, visits, questionaires.. samples, buzz, etc.
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viral marketing is ____ and ____
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guerilla marketing and cheap
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____ marketing, talk about how great product is, publishers
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buzz
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___ marketing, newletters, what is cool.. athletic shoe companies
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cool
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direct response compared to general adv is...
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tightly targeted, more measureable, more expensive, interactive
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in direct mail, most important element is the
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envelope
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R.O.I. creative strategy
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Relevance, Originality, Impact
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4 creative process examples
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preparation, incubation, illumination, verification
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kinds of thinking.. ____ is rearranged, changed existing thing
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juxtaposition
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kinds of thinking
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juxtaposition, free association, convergent, divergent, brainstorming
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message design should be a ____, ___ vs ___
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combination; rational vs emotional
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target sketch, research on target audience is a _____ representation
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fictional
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2 characteristics of great adv
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imaginative divergence (aspect and build); structural connections (audience and strategy)
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80/20 rule.. ___% of brands users account for ___% of its consumption
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20..80 (20 market 80 consumption)
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tv advantages
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expensive (250,000) demonstration, emotion, positive association
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10 ways to get more effective tv ad
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tell story, key visual, attention grabbing, single-minded, register name, people not objects, payoff, tone/personality, no more than 65 words, build campaign
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PR has ___ control of message content than adv
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less
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PR offers ___ credibility than adv
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more
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adv is a ____ discipline
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goal-oriented
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research shows ___% readers go on to read body copy
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20%
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___ is the act of arranging a mental pic in mind where brand fits in competitive frame
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positioning
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____ provides fictional glimpse into lifestyle of prospect based on research
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target sketch
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DR.. multimedia field.. ___ can be used
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all media
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_____ describes the campaign planning process
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M.O.S.T.
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biggest advertisers
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GM, P&G, Verizon
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US population
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300 million
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TVHH in US
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109 mill
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US media billing
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$290 bill
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disadvantages of mag adv
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high reach
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media flighting..
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period of intensive media followed by a hiatus of no media
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frequency ___ reach = ___
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times; GRP
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vehicle
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single alternative
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readership is ___ than circulation
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higher
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___ tells advertisers # or % of people reached by particular vehicle in specific area
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coverage
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3 basic types of media continuity schedules:
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continuous; pulsing; flighting; blinkering
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___ represents # of times an audience is exposed
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frequency
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___ and ___ usually make up largest portion of ad budget
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media time and space costs
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passalong readership
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1 passed around
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IMC - adv, s/p, pr, dr, personal selling, packaging
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integrated marketing communication/promotion mix
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consumer pull incentives
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coupon, contest
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trade push incentive
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deal, co-op adv
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s/p objectives 3:
reasons for growth |
sales, sales force support, trade support;
short-term solutions, consumer behavior, reinforce brand image |
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s/p is NOT good for:
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building brand loyalty, reversing a declining brand, overcoming an inferior product
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__ is non-paid/lower-cost, unidentified, more credible, persuasive
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PR
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___ is paid/higher cost, more accountable
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adv
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M.O.S.T.
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Mission
Objectives Strategies-how objectives are met Tactics-actions to execute strategies |
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laddering is
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the process of factors that lead consumers to purchase: attribute, feature, benefit, value
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BDI
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brand development index
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CDI
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category development index
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CDI formula
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% category sales / % population
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BDI
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Brand Development Index
% brand sales / % population or cat |
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grp
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gross rating points aka trp
viewer / population = rating rating x commercials = grps |
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CPRP
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cost per rating point
cost / rating point |
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___ is an ongoing process of prioritization and optimization
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integration
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___ is a systematic gathering of info to answer a question or solve a prob
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research
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4 research ways
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planning, development, implement, measuring results
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major development research activities 3
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focus group, one-on-one interviews, observation
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2 forms of implemenation research
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concepts/ads are pretested; test markets/pilot tests
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types of post-campaign research (aau)
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standardized copytesting; attitude, awareness, and usage AAU studies; dollar sales
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