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104 Cards in this Set
- Front
- Back
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What is target marketing?
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Identifying and communicating with groups of prime prospects
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Brand equity research is:
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seeks to answer a number of questions and examine the existing state of the brand in the context of market and consumers.
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What does census data offer to marketers?
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A wealth of info about people and how they live in the United States. Info can be linked to a number of relevant characteristics (age, income, race, etc.)
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What is beehiving?
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the growth of tight-knit, alternative communities sharing common values and passions
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What is the largest ancestral group in the U.S. (17%)
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German
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What is the ratio for immigrants in the U.S. (1 in __ ) ?
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1 in 8; 12.4 %
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What state has the nation's youngest median age?
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Utah, 28.5
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What are other target influences?
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Household income, spending, marrieds, birthrate, aging, women, men, single-person household
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What is a generation usually defined as?
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30 years and extends past a single decade
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What are the steps in the market segmentation process?
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Segment your market
Target a Segment Position your product Communicate your positioning |
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What is a product?
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A bundle of ingredients put together for sale as something useful to a consumer
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What is a national brand loyal?
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Members of this segment buy primarily a single national brand at its regular price
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What is a national-brand deal?
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Most of its purchases are made on deal (the consumer is loyal to only national brands but chooses the least expensive one)
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What is a private-label loyal?
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Consumers in this segment primarily buy the private label offered by the store in which they shop (CVS, Wal-Mart, Target, Publix, etc.)
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What is a private-label deal?
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Segment shops at many stores and buys the private label of each store, usually on a deal
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What is a national-brand switcher?
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Members of this segment tend not to buy private labels; they switch regularly among the various national brands on the market
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What is a private-label switcher?
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Segment is similar to the private-label-deal segment except that the members are not very deal prone and purchase the private labels at their regular price
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What is a market?
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group of people who can be identified by some common characteristic, interest or problem
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What is market segmentation?
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Division of an entire market of consumers into groups whose similarity makes them a market for products servicing their special needs
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What is situation analysis?
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Part of the advertising plan that answers the questions: where are we today and how did we get here? it deals with the past and present
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What is product-user segmentation?
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Identifying consumers by the amount of product usage
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What is lifestyle segmentation?
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Identifying consumers by combining several demographics and lifestyles
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What is Values and Lifestyles System (VALS)?
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Developed by SRI International to cluster consumers according to several variables in order to predict consumer behavior
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What are typical AIO measures to determine lifestyle characteristics?
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Activities (hobbies, leisure prefs), Interests, Opinions
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What is niche marketing?
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Combo of product and target market strategy; flanking strategy that focuses on niches or comparatively narrow windows of opportunity within a broad product market or industry; guiding principle is to pit your strength against their weakness
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What is the "Matures" generation?
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1900's to 1940's; Historical events that define them: WWI, WWII, Great Depression, JFK; Values: Conservation and Sacrifice
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What is the "Boomers" generation?
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1940's-1960's; Bill Gates & Obama; Vietnam, Civil Rights Movement; Values: Change the world, Music (Woodstock), Defy the old rules, Social Change
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What is the "Gen X" Generation?
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1960's-1970's; Berlin Wall; Values: Distrust in government, vulnerability (gov. control)
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What is the "Gen Y" Generation?
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1980's-1990's; Y2K, technologically savvy, values: computer proficiency, new media, technology, over-consumption
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What is the "Gen Z (Millenials)" Generation?
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2000's grew up with smartphones, grew up with multitasking
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What are the target generations for generational marketing (MBXYZ) ?
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Matures
Boomers Gen X Gen Y Gen Z (Millenials) |
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T or F: All generations believe in same values
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False
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What is positioning?
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Fitting the product into the lifestyle of the buyer; creating the product to meet the needs of a specialized group and/ or identifying and advertising a feature of an existing product that meets the needs of a specialized group
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What is a market profile?
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A demographic and psychographic description of the people or the households of a product's market; it may also include economic and retailing info about a territory
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What is demography?
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the study of vital economic and sociological statistics about people
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What is psychographics?
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Studying lifestyles; a description of a market vased on factors such as attitudes, opinions, interests, perceptions, and lifestyles of consumers comprising that market
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What is a target audience?
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The group that composes the present and potential prospects for a product or service (lifestyle and geography)
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What is an account planner?
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Role of representing consumer in the agency and making research usable to ensure that the advertising is strategically and executionally relevant to target audience; task to discern who buys specific brands and why
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5 basic considerations in any market research undertaking:
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1) Maintaining consumer behavior perspective
2) Stay on top of current events 3) Being sure right questions are being asked, 4) Using appropriate research techniques and controls 5) Presenting research findings in a clear, comprehensible format that leads to action |
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Sociology and Advertising:
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-Social class and stratification
-trend watching -cohort analysis -life-stage research -consumption research |
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Psychology and Advertising:
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-Motivation
-Cognition > of a product -Learning |
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Anthropology of Advertising:
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Ogilvy Discovery utilizes anthropological research to understand consumer groups
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Family Life Cycle:
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Concept that demonstrates changing purchasing behavior as a person or a family matures
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Advertising Research (4 Stages of Advertising Process):
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1. Advertising strategy development
2. Advertising execution development 3. Evaluating pretesting executions 4 Campaign evaluation |
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What is a focus group?
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A qualitative research interviewing method using in-depth interviews with a group rather than with an individual
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What is qualitative research?
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Involves finding out what people say they think or feel. It is usually exploratory or diagnostic in nature
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3 Steps in Survey Research:
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1. Development of questionnaire
2. Selection of participation 3. Administer the questionnaire |
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Concept Testing:
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Method to determine the best of a number of possible appeals to use in your advertising; testing attempts to separate good and bad ideas and provide insight into factors motivating acceptance or rejection
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What is copy testing?
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Measuring the effectiveness of advertisements
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T or F: Advertising is art.
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True: Conscious production or arrangement of sounds, colors, forms, movements, or other elements in a manner that affects the sense of beauty, specifically the production of the beautiful in a graphic or plastic medium
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What is an appeal?
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The motive to which an advertisement is directed; it is designed to stir a person toward a goal the advertiser has set
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What is an example of creative risk taking?
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The "Obama-Hillary" Campaign; needs strategy, writing, and layout
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What is a creative vision?
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About capturing the essence of the strategy and giving it a creative vision that is both compelling and competitive
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T or F: The headline is part of the visual to attract interest.
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True
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T or F: The subheadline gives the benefit.
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True
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T or F: The copy gives the details.
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True
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What is the copy approach?
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The method of opening the text of an advertisement. The chief forms are the factual approach, the imaginative approach, and the emotional approach
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What is comparative advertising?
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It directly contrasts an advertiser's product with other named or identified products.
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Main components of a headline:
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Short and simple; includes invitation of prospects, words are selective, action verbs, gives sufficient enough info
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Headlines and Visual NEED these things:
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Promises an existing benefit, presents a new benefit, connects visual and copy
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Institutional Slogan:
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Prestigious image for a company; It MUST appear on all company publications (Nike - Swoosh; "Just Do It")
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Hard Sell Slogan:
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Made for campaign; Epitomizes a special or significant feature (Jordan = jumping; "Become Legendary")
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What is an example of the factual approach (copy style):
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Zetia lower cholesterol
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Example of Imaginative Approach (copy style)
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Dell (different colored laptops); IKEA (product versatility); "1984" Apple introduces Mac computer
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Example of Emotional Approach (copy style)
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Speaks to emotional side; Mastercard "lost dog"
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T or F: Comparative Advertising contrasts advertiser's product with other names
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True; Example: "I'm a Mac. I'm a PC."
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What is an executional idea?
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A rendering in words, symbols, shapes, forms, or any combination thereof of an abstract answer to a perceived desire or need
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Stages for Print Ad Development
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1. Thumbnail Sketches
2. Rough Layout 3. Comprehensive (finished product for client) |
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What is a concept?
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General notion or idea, an idea of something formed by mentally combining all its characteristics or particulars
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Reason for creative ideas:
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Makes prospect consider your product first; implant brand name in prospect's mind and connect it to positive attributes of product; (Levi's, Abercrombie)
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Basic Design Principles for Print Ad:
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Units, harmony, sequence, L to R
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T or F: Color in a print ad is NOT an attention-getting device.
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False: MAIN COMPONENT
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T or F: Popularity of stock images is enhanced by the expense of custom photography.
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True
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What is the layout of an advertisement:
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Total appearance of the advertisement and physical rendering of the design of the advertisement
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What are 3 basic means of attracting attention to an advertisement?
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1. Using the visual alone.
2. Using the headline alone. 3. Using a combo of the visual and headline. |
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Difference between FORMAL BALANCE and INFORMAL BALANCE:
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Formal: draw line down center, have equal weight on both sides.
Informal: Objects placed seemingly at random but ad still seems equal, at balance |
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What are the different ad positions?
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Full page, half page, island
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What is the comprehensive ( or mechanical layout) ?
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a layout accurate in size, color, scheme, and other necessary details to show how a final advertisement will look, for presentation to client only, not reproduction
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What is a pixel?
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Smallest element of a computer image that can be separately addressed. It is an individual picture element.
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Artist's medium:
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Tool or material used to render an illustration; different than advertising medium (television, magazine, etc.)
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Reasons for deciding to use stock images:
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Time pressure, budget restraints, quality, choice, variety, ease of accessibility
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Steps for producing a commercial:
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1. Preproduction
2. Shooting 3. Postproduction |
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Steps in shooting a commercial:
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1. Prelight
2. Shooting 3. Wrap 4. Editing |
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What is a storyboard?
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Series of drawings used to present a proposed commercial. It consists of illustrations of key action accompanied by audio part.
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What does the copywriter do?
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Ad concept, creation of words
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What is a testimonial visual technique?
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Person testifies product (can be celebrity or not famous)
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What is a serial visual technique?
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Commercials created in a series in which each commercial continues the previous story
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What is "oldies footage" visual technique?
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classic television and film sequences now easily manipulated to create ads that target media-savvy viewers
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What is "spokesperson" visual technique?
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Credible presenter who stands in front of camera and delivers the copy directly to the viewers
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What is the "demonstration" visual technique?
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Oreo- dunking, little asian kids
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What is the "close-ups" visual technique?
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McDonald's house
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Comparison visual technique:
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Pepsi boy stands on coke cans to get a pepsi bottle
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Still photograph visual technique:
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Mini Cooper
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Stop Motion visual technique:
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XBOX
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Vignette/ Situation visual technique:
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Cisco "The Human network" - fast forward, fast-paced scenes showing people enjoying product
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Slice-of-Life visual technique:
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dramatic technique in which actors tell story in an attempt to involve people with the brand; Coke - life of old man with product
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Music Visual Technique:
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Doublemint gum: Chris Brown "Forever" remake
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Rotoscope:
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Animated and live-action sequences are produced separately and then optically combined, cartoon talking to actor
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What is a super?
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Supplementary info
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What is a bug?
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NBC, peacock; lower right-hand corner of commercial
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What are opticals?
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visual effects that are put on a tv film in a laboratory, in contrast to those that are included as part of the original photography
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What is an outside producer?
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Person representing a production company whose entire business is filmmaking; person outside of company hired by agency to create commercial according to agency specifications
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What is CGI?
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Computer-generated imagery; technology alloqing computer operators to create multitudes of electronic effects for TV, creates layers of visuals
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What is morphing?
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Electronic technique that allows you to transform one object into another object; metamorphosing
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