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41 Cards in this Set

  • Front
  • Back
message theme
an outline of key ideas that the advertisinnng program is supposed to convey.
leverage point
the key element in the ads that taps into or activates a cosumer personal value system
appeal
how the leverage point and executional theme combine to attract attention through humor, fear sexual suggestiveness, rational logic, or some method
executional framework
how the message will be deliviered
advertising management program
the process of preparing and integrating a company's advertising efforts with the overall IMC message
general preplanning input
the task of studying a client organizationby the advertising agency from a rich set of sources to gain understanding and background before preparing and ad campaign
product specific research
research that identifies information about a good or service and the major selling idea to be used in the ad campaign
major selling idea
the primary message concerning the good or service benefits to be transmitted to consumers in an ad campaign.
qualatitive research
collecting subjective information and opinions about the company its prducts, and services, often through the use of focus groups.
value and lifestylemodel
research design to predict consumer behavior by understanding self orientation and resources
personal drive analysis
a model that helps the researcher understand individual psychological drives towqrds indulgence, ambition, or individuality, which affects brand choice
advertising account executive
the key go between for both advertising agency and the client agency
creatives
the people who creat and develop and produce ads
advertising campaign management
the process of preparing and integrating a specific ad program in conjunction wth the overall IMC message.
top of mind brand
the brand that is nearly always mentioned when consumers are asked to identify brands that quickly come to mind from a product category.
top choice
the first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives
promotional campaign
combining ads with other marketing efforts into a larger, more integrated effort revolving around a central idea or theme
pulsating schedule of ads
continuous ads with bursts of higherintensity during the course of the year
continous campaign of schedule of ads
when the company ads in level of amounts throughout the year
support
the facts that substaniae the unique sellig poit of creative brief
constraints
the company legal, and mandatory restriction placed on ads. The include legal protection for trademarks, logos, and copy registration
messsage theme
the outline of the key idea that ad program is supposed to convey
message strategy
the primary tactic used to deliver the message theme
cognitive message strategy
the presentation of rational argumentsor pieces of information to consumers
generic messages
direct promotions of product attributes or benefits without any claim of superiority
preeemptive messages
claims of superiority based on a specific attribute or benefit of a product that preemts the copetition from making the same claim
unique selling propisition
an explicit testable claim of uniqueness or superiority that can be supported or substantiated in some matter
hyperbole
making an untestable claim based upon some attribute or benefit
comparative advertisment
the direct or indirect comparison of a good or service to the competition
affective message strategies
ad designed to invoke feelings and emotions and match them with good service or company
resonance advertising
attempting to connect a product with a consumers experience to develop stronger ties between the product and the consumer
emotional advertising
attempting to elicit powerful emotions that eventually lead to brand recall and choice
action inducing conative advertisements
ads that create situations in which cognitive knowledge of the product or affective liking of the product follow the actual purchases or arise durng usage of the product
promotional support conative advertisement
ads designed to support other promotional efforts
executional framework
the manner in which an ad appeal is presented
expert authority
when advertiser seeks to convince viewers that a given product is superior to other brands in some authoritive manner
sources and spokespersons
person in the ads who make the actual presenation
similarity
consumers are more inclined to be influenced by a message delivered by a person who is somehow similar
identification
occurs when the recevier is able, in some manner, to identify with the source, either through a fantasy or by similar belief, attitudes, preference, behaviors, or by being in the same or similar situation
visual consistency
occurs when consumers see a specific imae or visual display repeatdly
variability theory
a theory stating that when a consumer sees the same ad in different environments, the ad will be more effective.