Advr Quiz #2

Front 1

What are the forms of Outdoor Advertising?

Back 1

1) Poster (AKA Billboard)
2) Electronic signs
3) Street-level (Mall posters, wall banners)
4) Transit (Interior/Exterior)

Front 2

Advantages of Outdoor Advertising include....
(Note: I put all of the ones from the PowerPoint here, but I highly doubt she'll quiz us on all of them)

Back 2

Target reach and frequency
Geographic flexibility
Size/quality of message
Compatibility with other media
Creating product awareness
Cost (CPM)
Continuous exposure
Reach and frequency
Flexibility
Market coverage

Front 3

Disadvantages of Outdoor Advertising include....
(Note: I put all of the ones from the PowerPoint here, but I highly doubt she'll quiz us on all of them)

Back 3

Creative limitations
Lack of target market selectivity
Lack of prestige
Unobtrusive medium
Lack of target market selectivity
Media environment
Creative limitation

Front 4

What are the forms of Direct Response Advertising?

Back 4

1) Television (AKA Infomercials)
2) Telemarketing
3) Direct Response Mail

Front 5

Describe the two forms of Direct Mail lists...

Back 5

1) Internal (created from people who already subscribe to the product's mailing list)
2) External -Circulation, Response or Compiled

Front 6

Advantages of Direct Mail include....
(Note: I put all of the ones from the PowerPoint here, but I highly doubt she'll quiz us on all of them)

Back 6

High reach
Geographic flexibility
Creative flexibility
Advertiser control
Exclusivity
Measurability

Front 7

Disadvantages of Direct Mail include....
(Note: I put all of the ones from the PowerPoint here, but I highly doubt she'll quiz us on all of them)

Back 7

High cost per exposure
Absence of editorial support
Image & life span
Potential delivery delays

Front 8

What are the 4 steps to the Communication process?

Back 8

Awareness, Comprehension, Conviction, Action (ACCA)

Front 9

What are the levels of Maslow's Hierachy?

Back 9

(lowest to highest) Basic needs, Security needs, Social needs, Esteem needs, Self-Actualization needs

Front 10

What are the 4 selves in the theory of self-concept?

Back 10

1) Real self - You as you really are
2) Self-image - How you see yourself
3) Mirror self - How you think others see you
4) Ideal self - How you would like to be

Front 11

What is a Target Market?

Back 11

A specific group of individuals at whom your message is directed.

Front 12

How do you do Target Marketing?

Back 12

1) identify the target market
2) Select the segments that offer the most potential
3) Position the product so that it appeals to the desired target audience

Front 13

Describe Branding and Positioning...

Back 13

Branding - The place the product occupies in the mind of the consumer

Positioning - Matching the product with the needs of the target market

Front 14

What are the types of positioning?

Back 14

1) Head-on - One brand is presented as equal/better than it's competition
2) Brand dominance - The market leader designs messages that state it is the preferred product of the consumers
3) Product Differentiation - Focusing on the unique aspects of the product
4) Technical innovation - More for the company as a whole, showing how it is on the "leading edge of technology"
5) Lifestyle - The product is deisned the match the lifestyle of the user

Front 15

Describe repositioning?

Back 15

Changing the place the product occupies in the mind of the consumer, usually done when the direct competitior repositions, or the target market's preferences change

Front 16

Geographic Segmentation is...

Back 16

The division of an expansive geographic market into smaller units (ex. Canada into BC, Prairies, Ontario...etc)
This can further be divided into urban, suburban and rural households

Front 17

Demographic segmentation is...

Back 17

Age, gender, income, occupation, culture, etc.
The 3 variables of Income, Occupation and Education maintain a close relationship

Front 18

Psychographic segmentation is...

Back 18

Examining an individual in terms of Activites, Interests and Opinions.