ADV 3008 Exam 1 Answers 1 Price Product Place Promotion 2 Any Paid nonpersonal communication from an identified sponsor that informs persuades and or remind 3 Product bundle of attributes Brand intangible attributes attached to product 4 Difference in perceived value between product and brand 5 Advertising Public relations Sales promotion 6 Advantages Control of message delivery timing low cost to reach each person Disadvantages Expensive overall low level of credibility 7 High involvement Awareness Attitude Behavior Low Involvement Awareness Trial behavior attitude repeat behavior 8 Source Encodes Signal Decodes Destination Advertiser puts together ad which is understood by target market 9 Encoding if perceived wrong can be interpreted wrong When the ad maker misunderstands research Signal signal does not communicate intended message When the ad maker doesn t know what they want to say Decoding receiver misunderstands or misinterprets message When the consumer doesn t like or misunderstands the message Destination receiver understands message but forgets ignores or has insufficient budget 10 Full service provides whole service no need for outside help Media buying service not full service media buying ONLY Creative Boutique Small specialty agencies sometimes just develop concepts In house operated within organization repetitive Pros less expensive more control quicker Other types social media sales promotions public relations 11 Achieve the greatest amount of sales with the least amount of expense 12 Marketplace creates demand for new products which leads to innovation 13 age gender 14 Cons more difficult and expensive to obtain Pros tell advertisers more about who is most likely to make impulse purchases lifestyles attitudes interests opinions 15 Specific to an individuals relationship to product useful for message development and positioning strategies 16 Heavy users 20 Light users 80 80 of sales come from 20 of customer 17 Without early adopters no customer base and are usually younger educated higher income risk takers 18 Different consumers may purchase the same product for different end users mac may be used for interior design or a cooking blog ADV 3008 Exam 1 Answers 19 Product feature What the product has to offer attributes Product benefit How the product helps the consumer 20 Message is the idea being communicated and media is how it is delivered 21 Undifferentiated one product all consumers broad plan Partially differentiated BMW several products appeal to SOME not ALL Wholly Differentiated Every product is designed to appeal to every segment Coke Concentrated One primary product specific messages 22 Rifle Targeted audience fairly specific home and garden TV Shotgun Broad message not specific NBC 23 Intro Growth Maturity Decline 24 Low sales heavy loses little competition All about creating awareness and establishing a position in the market place 25 There is a rapid increase in sales and a rapid increase in competition There is also price drops 26 In maturity the sales stabilize and there is aggressive competition Price is the primary form of competition 27 When profits decrease and it is too costly to turn around Steep price reductions 28 It is a mix of the products the company makes which avoid product cannibalization Ex Venus vs Gillette razors are owned by the same company 29 Consumer confidence unemployment interest rates stock market 30 Legal issues size of the market and growth potential suppliers and natural resources societal issues and seasonality 31 Relatively inexpensive rapid sources of comparative data large sample size 32 Rarely fits needs dated widely spread out shallow doesn t go deep into research 33 Research customized by the company to accomplish specific goals 34 Marketing approach used to measure an advertising campaign Defining Advertising Goals for Measuring Advertising Results 35 Task Audience Degree amount of change to achieve within the target for example by 20 and Time length of campaign 36 People perform better it provides direction for team members keeps advertising on target provides focus provides a common goal many departments work on the same project its specificity permits measurement and quantification allows for evaluation 37 It relates to competition through a unique AND meaningful benefit However not all benefits are unique and not all benefits are meaningful 38 Because if a consumer does not perceive that a product delivers a specific benefit then that product does not deliver that benefit Perception is reality 39 Attribute price value use application product user product category competitor 40 A summary of consumer and brand insights that are uncovered during the situational analysis given to creative team who then comes up with ad 41 Insights about target market Insights about brand interaction with target market What the target will know and feel ADV 3008 Exam 1 Answers Key insight 42 Federal Trade Commission and it is the largest regulator of advertisements today 43 Actually cause deception consumer believes something to be true that is not Has to deceive a reasonable consumer reaction is considered reasonable Leads to material injury usually financial 44 Comparative advertising when one brand compares itself to another In order for it not not be deceptive comparisons must be factual and differences must be significant to consumer 45 Government enforced advertising that clears up past ad problems not punishment designed to fix already created deception no first amendment infringements 46 Corporations most likely held responsible Ad agencies Spokesperson cant be held liable if they don t say anything about product Retailers not held responsible unless false promotion in promotion 47 Elderly easily taken advantage of Children far more restrictions than general ads 48 Creativity 49 The idea that separates the product from the competition and ties the entire campaign together Aflac Duck 50 Problems feelings and needs of the consumer 51 Both rational vs emotional messages 52 The product feature which focuses on attributes the favorable product price the news about the product the product popularity and the competitive advantage in the advertising world 53 When a brand is compared indirectly or directly with one or more competitors Indirect is when they don t mention the competitor by name 54 When the audience disagrees with the message when the audience is exposed to opposing viewpoints when the advertised brand is not the
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