TEL 340 1nd EditionExam # 3 Study GuideWhat is the creative team? The copywriter and art director are the creative team. It takes experience to find the right balance. What is the purpose of a headline?It gets attention and targets potential customers. What are the 8 rules for writing copy?KISS, use familiar words and phrases, use presentence, avoid passive voice, use active voice, vary length or sentences and paragraphs, involve reader, avoid clichés, prove your claimsWhat is a media plan? Media class? Media vehicle?Media plan= Specifies the media in which advertising messages will be placed (located) to reachthe desired target audienceMedia class= The general category of advertising in the plan, newspapers, television, radio, billboards etcMedia vehicle= Is the specific media used. Ex- Indy Star, Wall Street JournalWhat are the advantages and disadvantages of newspapers?Advantages= Geographic selectivity, timeliness, creative opportunity, credibility, people like to look through the ads, costDisadvantages= Poor demographic segmentation, creative constraints, cluttered environment, short shelf lifeWhat is the definition of sales promotion and what is its role and importance? It is the use of incentive techniques to increase brand value among consumers or “the trade”. Its’ purpose to produce an immediate, measurable response and to capture the attention of the customer. What are the differences between promotion and advertising?Promotion= Stimulate short term demand, encourage brand switching, induce trail use, promote price orientation and produces immediate, short-term resultsAdvertising= Cultivate long term demand, encourage brand loyalty, encourage repeat buys, promote image orientation, long term resultsWhat is consumer oriented sales promotion? Used to stimulate trial purchase, repeat purchase, longer purchases and to introduce a new brand. Some examples include coupons, price-off deals, specialty items, contests and sweepstakes, samples and trial offers and product placement What are the two faces of public relations?Proactive= Long term, like advertisingReactive= short term, like promotionWhat are the objectives of PR? Promote goodwill, promote a good or service, for internal communications, defend against negative publicity, lobbying, counseling, the part of any business that is going to grow most rapidlyWhat is direct marketing and what is its goal?Interactive advertising using different media to get a measurable response. An interactive system of marketing to individual consumers, one that uses various media to produce an immediate, measurable response, transaction. Its goal is to establish a long term relationship. Major purposes are the make the sale, identify prospects for future sales, start continuing relationship with customerWhat is RFM analysis?R: Recency=when did you last buy itF: Frequency= How often do you buy itM: Monetary= How much do you spend when you buy itWhat are the three kinds of networks?Centralized= Ex) FedEx-all connects back to central stationDecentralized= Ex) Airline route structure- flight, change plans, land at destinationDistributed= Ex) Internet-can get form point A to point B by almost any routeWhat are the advantages of Internet marketing?Merges text, video, voice, data, Borderless (international), Simultaneous exposure, Flexibility of message, Relatively low barriers to entry, Low incremental costs, Easy to track customer behavior/response to ads, Easy to quantify business resultsWhat is viral marketing? Marketing techniques that latch onto existing social networks, encouraging users to pass on a