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34 Cards in this Set
- Front
- Back
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What are the five types of appeals?
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1. Feature appeal
2. Competitive advantage appeal 3. Price appeal 4. News appeal 5. Product/service popularity appeal |
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What are transformational ads?
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Ads that create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it and thus "transforms" their interpretation of the usage experience.
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What research technique did McCann Erickson Worldwide advertising agency develope that is used to assess how consumers feel about brands and the nature of any emotional rapport they may have?
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Emotional bonding
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what are the three levels of relationships consumer have with brands based on emotional bonding?
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1. Product benefits
2. Personality 3. Emotions |
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What is Off-network syndication?
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Reruns of network shows that are bought by individual stations. Popular shows are Seinfeld, Everybody Loves Raymond and Friends.
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What is first-run syndication?
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Shows specifically produced for the syndication market. Popular shows are Live with Regis & Kelly and The Jerry Springer Show.
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What is advertiser-supported or barter syndication?
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Selling shows to stations in return for a portion of the commercial time in the show, rather than cash. Popular shows are Wheel of Fortune, Jeopardy, and The Oprah Winfrey Show.
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What is a sponsorship?
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Advertiser assumes responsibility for the production and usually the content of the program and the advertising that appears within it.
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What is participation?
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Many different advertisers buy commercial time on a particular program
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what are spot announcements?
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Bought from local stations and ads generally appear during time periods adjacent to network programs rather than within them
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What are some vehicles through which programs which are made available to television viewers?
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1. Cable and alternative delivery systems such as direct broadcast satellite
2. Superstations 3. DVRs (Personal video recorders) and VOD (video on demand) |
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What are some characteristics of cable TV?
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1. national
2. regional 3. local and targets specific geographic areas |
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What are some advantages of cable TV?
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1. highly selective,
2. reaches specialized markets 3. low cost and flexible |
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what are some limitations of cable TV?
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1. overshadowed by major networks
2. audience is fragmented 3. lacks penetration in major markets. |
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What are some similarities between television and radio?
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1. Are time oriented media
2. Are sold in time segments 3. Have network affiliates 4. Have some independents 5. Use the public airways 6. Are regulated by FCC (Federal Communications Commission) 7. Are externally paced media 8. Are passive, low involvement media |
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What is a feature appeal?
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focuses on the dominant traits of the product or service.
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What is a competitive advantage appeal?
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used when the advertiser makes either a direct or indirect comparison to another brand and usually claims supiriority on one or more attributes.
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What is a price appeal?
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makes the price offer the dominent point of the message
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What is news appeal?
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an ad involving some type of news or announcement about the product, service or company that dominates the ad.
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What is a popularity appeal?
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stresses the popularity of a product or service by pointing out the number of consumers who use this brand, the number of who has switched to it, the number of experts who recommend it or its leadership in the market.
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According to research by The McCann Erickson Worldwide advertising agency, what is a product benefit?
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how consumers think about brands with respect to product benefits. This occurs through a rational learning process.
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According to research by The McCann Erickson Worldwide advertising agency, what is personality?
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the consumer assigns a personality to the brand (aggressive, adventurous, timid, etc.). This personality is determined on the basis of cues found in advertising.
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According to research by The McCann Erickson Worldwide advertising agency, what is emotion?
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the strongest relationship between brand and consumer and is based on feelings and emotional attachment to the brand.
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What is creative execution?
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the way an advertising appeal is presented to the consumer.
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What are a variety of ways creative specialists can present an advertising message?
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Straight-sell
Scientific Demonstration Comparison Testimonial Slice of life Animation Personality symbol Imagery Dramatization Humor Combinations |
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What is syndication?
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shows sold or distributed to local stations
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90% of network advertising is sold what way?
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participation
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You can control over the number, placement, and content of a shows commercials if your are a what?
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sponsor
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Advertisers have no financial responsibilities for the program if t you what?
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participation
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You can participate on a regular or irregular basis of a program if you what?
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participate
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The advertising firm can capitalize on the prestige of a high-quality program if they are a what?
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sponsor
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Advertising participants lack control over the content if they chose to do what?
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participation
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What is a Neilson rating?
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A method used to judge how many people are watching the TV, what stations and for how long.
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What are some advantages of radio advertising?
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1. Cost and efficiency
2. Selectivity 3. Flexibility 4. Mental imagery 5. Integrated marketing opportunities |
