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89 Cards in this Set
- Front
- Back
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Marketing Definition
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The process of planning and executing concepts, pricing, distribution, and promotion of ideas, goods, and services
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Marketing Communication types
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Collateral materials (catalogues, flyers, posters)
product advertising sales promotion (contests, rebates) public relations (press conference) personal selling (door to door) |
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Long-term Macro Arguments
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Proliferation, stereotyping, offensiveness, social impact, impact on values
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Perception and puffery
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Short-term manipulative arguments
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Unfair Ad
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Unjustifiably hurt the consumer
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Comparative Ad
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Has to be objective, meausrable (can do it as long as they prove it to be true)
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Substantiation
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"proof" behind claim
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Affirmative disclosure
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warnings, disclaimers, or disclosures
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Consent decree
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Agreements to stop ad without admitting wrongdoing
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Cease and Desist Order
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Prohibits further use of ad
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Corrective advertising
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Explain and correct offending ads, reeducation
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Larger marketing context of advertising
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Marketing is the business process management uses to plan and execute the conception, pricing, promotion, and distribution of its products
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Marketing Key concepts
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Utility, exchange, peprception, satisfaction
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Utility
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Product's ability to satisfy both functional needs and symbolic wants
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Perceptual screens
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Subconscious filters that shield us from unwanted messages
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Physiological screens
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Dedect incoming data and meausre dimension and intensity of the physical stimuli (5 senses)
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Psychological screens
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Evalaute, filter, and personalize information according to subjective emotional standards (innate, learned, selective)
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Central route to persuasion
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Consumers have a igh level of invovlement with the product or message and are motivated to pay attention to the central, product-related information in an ad
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Results of learning
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Attitudes and interests, habits and brand loyalty, defines needs and wants
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Maslow's Hierarchy of Needs
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Physiological, safety, social, esteem, self-actualization
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Evoked set
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Particular group of alternative goods or services a consumer considers when making a buying decision
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Evaluative criteria
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Standards a consumer uses for judging the features and benefits of alternative products
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Theory of Cognitive dissonance
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people try to jsutify their behavior by reducing the degree to whcih their impressions or beliefs are inconsistent with reality
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User status variables
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brand loyalty
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Purchase occasion variables
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when the product or service is being bought or used
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Benefits-sought variables
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high quality, low price, sex appeal, etc.
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Categories of advertising research
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Strategy research, creative concept research, pretesting, protesting
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Strategy research
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Product concept, target audience selection, message element selection, media selection
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Steps in research process
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Define proble, exploratory research, research objectives, formal research, data interpretation and findings
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Primary data
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information collected from the marketplace about a specific problem
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Secondary data
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information previously collected or published, usually for some other purpose, by the firm or by some other organization
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internal data
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company records
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external data
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information from government, market research compaines, trade associations, various trade publications, or computerized databases
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Qualitative research methods
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Interviews, focus groups, projective techniques
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Quantitative research methods
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Experiment, observation, survey
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Pretesting
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Direct questioning, central location tests, clutter tests
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Posttesting
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Attitude tests, recall tests, inquiry tests, sales tests
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considerations for quantitative research
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validity, reliability, sampling method, questionnaire development, data tabulation and analysis
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Creative team
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copywriter, art director, creative director
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art director
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determines hwo the ad's verbal and visual symbols will fit together
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creative director
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heads a creative team of agency copywritesrs and artists that is ultimately responsible for the creative product - the form the final ad takes
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Do most ads resonate with the audience?
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most do not have resonance
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strategic relevance
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must be relevant to the ads strategy (resonance doesn't work without relevance)
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four elements of advertising strategy
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product concept, target audience, advertising message, communications media
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issues to consider in creative brief
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who? why? what? etc.
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elements of creative brief
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objective statement, support statement, tone or brand character statement
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message strategy
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verbal, nonverbal, or technical
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Creativity
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involves combining 2 or more previously unconnected objects or ideas into something new
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Design
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how the art director and graphic artists choose and structure the artisitic elements of an ad
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Roles of creativity
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informs, persuades, reminds, puts the "boom"
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fact-bassed vs value-based thinking
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(fragment concepts into components and to analyze situations to discover the one best solution) vs (decisions are based on intuition, values, and ethical judgments)
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Explorer
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searches for new information, paying attention to unusual patterns
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Artist
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experiments and plays with a variety of approaches, lookcing for an original idea
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Judge
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evaluates the results of experimentation and decides which approach is more practical
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Warrior
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overcomes excuses, idea killers, setbacks, and obstacles to bring a creatie concept to realization
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Layout
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orderly arrangemetn of all the format elements of an ad: visual, headline, subheads, body copy, slogan, seal, logo, and signature
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Thumbnail
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rough, rapidly produced pencil sketch that is used for trying out ideas
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Comp
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(comprehensive layout)
copy of a finished ad with a copy set in type and pasted into position along with proposed illustration; can see effects of final ad |
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Dummy
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presents the handheld look and feel of brochures, multipage materials, or point-of-purchase displays (assembled by hand)
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Mechanical
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black type and line art are pasted in place on a piece of white artboard (paste-up)
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Principles of design
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balance, unity, proportion, emphasis, sequence
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Poster style
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single, dominant visual that occupies between 60 and 70 percent of an advertisement's total area (also picture-window layout)
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Mondrian Grid
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series of vertical and horizontal lines, rectangles, and squares within a predeterimined grid to give geometric proportion to an ad
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Circus
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Layout style filled with multiple illustrations, oversized type, reverse blocks, tilts, or other gimmicks to bring an ad alive and make it interesting
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Logo
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special design of the advertiser's name; trademark
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Copy-Heavy
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large dominant headline will run above or below the copy or even be framed by it (advertiser has a lot to say and visuals won't say it)
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Montage
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(similar to circus) multible illustrations together and arranges them by super-imposing or overlapping them to make a single composition
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Combo
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layout style that combines two or more other layout types to make an ad look more interesting
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Purposes of using visuals
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Capture attention, ID subject
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Headline
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words in the leading position of an advertisement - words that will be read first or that are positioned to draw the most attention
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Visuals
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all of the picture elements taht are placed into and advertisement
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Subhead
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secondary headline
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Body copy
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text of an advertisement htat tells teh complee story and attempts to close the sale; logical continuation of the headline and subheads and is usually set in a smaller type size than headlines or subheads
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slogan/seal
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tagline, themeline (provide continuity for a campaign and to reduce a key theme or idea to a breif, memorable positioning statement)
Type of certification mark offered when a product meets standards established by these institutions; independent alued endorsement |
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types of headlines
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benefit, news/info, provocative, questions, command
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Benefit headline
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makes a direct promise to consumer
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News/info headline
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"how-to" headlines as well as headlines that seek to gain didentification for their sponsors by announcing some news or providing ome promise of information
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provocative headline
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provokes the reader's curiosity so that, to learn more, the reader will read the body copy
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questions headline
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asks the reader a question
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command headline
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orders the reader to do something
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straight announcements
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oldest commercial type; deliver sale message direicly into microphone or on-camera and does so of-scrine while a slide or film is shown onscreen
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Presenter
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one person or character presents the product and sales meeting
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Testimonial
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use of satisfied customers and celebrities to endorse a product in advertising
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Demonstration
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commercial that shows the product in use
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Musical
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jingle; sung with the sales message in a song
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Slice of Life
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dramatization of real-life situation in which the product is tried adn becomes to the solution to a problem
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Lifestyle
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user is presented rather than the product
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Animation
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use of cartoons, puppet characters, or demonstrations of inanimate characters come to life in tv commercials
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Production manager's role
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planning, organizing, directing, controlling
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