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116 Cards in this Set
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- Back
- 3rd side (hint)
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TV audience trends
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demographics, dvd rentals, tv viewing hours, cable households, viewing patterns, audience fragmentation
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pros and cons of tv advterising
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Pros:
mass coverage, relatively low cost, some selectivity, impact, creativity, prestige, social dominance |
cons:
high production cost, high airtime cost, limited selectivity, brevity, clutter, zipping & zapping |
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pros and cons of cable tv advertising
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pros:
selectivity, audience demographics, low cost, flexibility, testability |
cons:
limited reach, fragmentation, quality, zipping & zapping |
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how advertisers buy time on tv
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sponsorship, participation basis, syndication, spot ads, infomercials
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How advertisers measure their audience
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rating services, designed tv markets, day parts, audience meaures
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Rating services
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Nielson & others, cable ratings
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Audience measures
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tv households, program ratings, audience share
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pros and cons of radio advertising
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pros:
reach and frequency, selectivity, cost efficiency, testability, timeliness & immediacy, local relevance, creative flexibility |
cons:
limitations of sound, segmented audiences, short-lived, half-head clutter |
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how do people access the net
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narrowband, mobile device, satellite, cable modem, broadband
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types of internet advertising
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websites, banners & buttons, search engine marketing, classified ads, email advertising
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pros and cons of internet advertising
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pros:
interactive, huge audience, immediate response, selective targeting, proximity to purchase, affluent market, in-depth information, rapidly growing, reaches b2b users, advertorials, virtual storefront |
cons:
medium is not standardized, targeting costs, slow downloads, security & privacy, global marketing limitations |
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internet audience measured
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standardization, tracking, targeting
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pros and cons of direct mail
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pros:
selectivity, intensive coverage and reach, flexibility, control, personal impact, exclusivity,, response, testability |
cons:
high cost per exposure, delivery problems, lack of content support, negative attitudes, environmental concerns, anti-spam laws |
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types of direct mail
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sales letters, post cards, folders & brochures, catalogues, self-mailers
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distractor in the human communication process
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noise
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gatekeepers who decide if the ad will run or not
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sponsorial consumers
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ads aimed at teachers, accountants, doctors
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professional advertising
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direct mail is a part of
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addressable mail
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message in which the character acts out events directly in front of an imagined empathetic audience
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drama message
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printing press and paper marked which era
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preindustrial age
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one shortcoming of advertising
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unsubstantial product claims
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people want more for less
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self-interest
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costs that are borne by people who are neither involved in the transaction nor paid for it
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social costs
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era's focus was production
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industrial age
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exaggerated claims
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puffery
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advertising regulatory agencies
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FTC, FCC
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demand for Campbell's soup
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selective demand
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doing what the advertiser believes is morally right
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ethical advertising
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agency for mott's claims of "100% real juice"
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food and drug administration
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Photographer's relationship to an ad agency
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supplier
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ad for discount
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sale ad
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attempts to create favorable perception of the business
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institutional advertising
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advertising on buses, taxis, and the subway
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transit ads
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most important job of the traffic department is an ad agency
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make sure no deadlines are missed
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personalized way we sense, interpret, and comprehend various stimuli
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perception
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nonpersonal influence on consumer behavior
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time, place
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people who buy goods and services for their own use
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consumer markets
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interpersonal influences on consumer behavior
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society, culture
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key participant in the marketing process
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customers, markets
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product life cycle stage characterizes by rapid market expansion
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growth stage
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totality of what consumers, distributors, dealers, even competitors, feel and think about the brand over an extended period of time
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brand knowledge
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segmenting the market based on attitudes and lifestyles
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psychographic segmentation
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hershey's candies are available in all kinds of places. the distribution is called
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intensive distribution
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demand for a product drops below the supply of that product, the price
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tends to fall
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the channel of communication through which advertising communicates with us
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medium
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the real or imaginary spokesperson who lends some voice or tone to the ad or commercial
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persona
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fliers, brochures, and sales kites to build on it's tv advertising campaign
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collateral material
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four assumptions of the free-market economy
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self interest, complete information, many buyers & sellers, absence of externalities
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marketing communications tool that offers special incentives to motivate people to act right away
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sales promotion
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ad for the lifecycle 4500 exercise bicycle in Fit magazine is an example of
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product advertising
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discounting selected goods drastically to create an impression of storewide low prices and thereby increase traffic in the store
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loss leader advertising
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manufacturers switched from a production orientation to a sales orientation
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industrial age
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ad campaigns to consume less
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demarketing
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an effective way to separate a particular set of customer needs that ranked high on the consumer's priority list
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positioning strategy
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what role did N.W. Ayer & Son play in the history of U.S. advertising
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first ad agency to operate as agencies do today
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defines deceptive advertising as any ad that contains a stereotype or piece of info that can be construed as politically incorrect
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FCC
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primary purpose of the national advertising review council is to
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promote and enforce standards of truth, accuracy, taste, morality, and social responsibility in advertising
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what might the federal trade commission FTC issue if an advertiser won't sign a consent decree
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cease-and-desist order
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Advertising
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paid form of non personal communication about a product, organization, idea, or service by an identified sponsor
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3 literary forms used in advertising messages
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narrative, autobiography, drama
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consumers that are not real but they are addressed by the ad's persona
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implied consumers
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advertising that creates a particular perception of the company or personality of the brand
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institutional advertising
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4 aspects of the abundance principle
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better prices, better products, increased competition, informed consumers
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3 major federal advertising regulatory agencies
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FCC, FTC, FDA
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era where manufacturers were primarily concerned with production
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industrializing
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two effects of ethics on advertising
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stereotypes, proliferation
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demarketing was introduced in what era
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industrial age
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3 levels of ethical responsibility
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social, environmental, psychological
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NARC stands for
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national advertising review council
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copywriter or art director of an advertising agency
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Author
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a printer or engraver is an example of a
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supplier
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a common percentage for the mass media to pay an ad agency for bringing an advertiser to the company is
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15%
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liaison between the agency and the client because he or she best understands what the client is trying to accomplish
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the account executive
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difference between national and local advertisers time orientations
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national-long term.. local- short term
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advertising that attempts to create a good long term image of the company
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institutional advertising
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psychological screens
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attitudes, beliefs, habits
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consumer decision process
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problem recognition, info search, evaluation and selection, store choice and purchase, post purchase behavior
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volume segmentation segments
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light, medium, heavy
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bundle of intangible beneftis that satisfy some need or want, are temporary in nature, and usually derive from completion of a task
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service
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the acquired metal position we hold in regard to some idea or object
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an attitude
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two main groups associated with the advertising business
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agencies and advertisers
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local advertisers are important because
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because most consumer sales are made or lost locally
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an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that ranked high on consumer's priority list
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positioning strategy
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3 types of specialized service agencies
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interactive agencies, boutique, media-buying services
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department that makes sure that no deadlines are missed
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traffic department
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4 distinct groups in the advertising business
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media, market research, ad agencies, suppliers
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5 stages in maslow's hierarchy
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physiological, safety, social, esteem, self actualization
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personalized way we sense, interpret, and comprehend various stimuli
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perception
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3 interpersonal influences
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family, friends, culture
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3 participants in the marketing process
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consumers, markets, marketers
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market segmentation
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dividing the market into smaller homogeneous groups
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consumer's perception of a bundle of utilitarian and symbolic values that satisfy functional, social, and other wants and needs is called
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the product concept
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who is responsible for writing the words in an ad for a new campaign?
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the copywriter
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after an ad is approved this person has to go through the intricate details of design and production to see that it is completed on time, under budget, and with the highest possible quality
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the warrior
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in charge of negotiating and contracting with the media
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media buyer
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first step of any ad
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getting the consumer's attention
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intuitive feel and visual look of an ad is the responsibility of the
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art director
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the inside front cover is referred to as the
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second cover
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creating the visual happens during what phase of the print production process
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production
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what do production managers need to look for in proofs
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traps and bleeds
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the art of selecting and setting types
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typography
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proof that is created by shining light through the negatives and exposing a light-sensative paper that runs from white to blue
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blue-line
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audience venue that one person sits in front of a personal computer and receives multimedia information off the internet
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personal
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color separation takes place in this phase of the of the print produciont process
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prepress
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an advertiser can ensure a choice position for an ad by paying a..
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preferred position rate
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two pros of magazine advertising
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pass along readership, selective audience
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2 pros of newspaper advertising
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mass media, low cost
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4 types of newspaper advertising
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display, classified, public notice, preprinted inserts
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2 cons of magazine advertising
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low geographic reach, long lead time
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When is TSH measured after initiated ?
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4-6 weeks after because full therapeutic effect may not be acheived for 3-6 weeks.
Usually monitored monthly (4 weeks) until normal and stable. |
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process when two or more people get together to generate new ideas
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brainstorming
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the art director is responsible for this aspect of the message
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nonverbal
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the second step in the creative pyramid
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interest
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3 components of the message strategy
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verbal, nonverbal, technical
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2 dimensions on which advertisements are measured
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resonance, relevance
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ultimately responsible for the creative product
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creative director
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