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ADV 205: EXAM 2
Brand Loyalty |
The Consumer's conscious or unconscious decision expressed through intention or behavior to repurchase a brand continually.
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Cognitive Dissonance |
The theory where people try to justify their behavior by reducing the degree of their belief or activity
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Elaboration Likelihood Model |
A theory of how persuasion occurs. It proposes that the method of persuasion depends on level of involvement.
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Evoked Set |
A certain group of alternative goods or services a consumer considers when making a buying decision.
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Hierarchy of needs |
Maslow's theory, Essential needs are fulfilled first before the less important ones
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Needs |
The basic often instinctive, human forces that motivate us to do something
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Wants |
Needs learned during a person's lifetime
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Interpersonal influences |
Social influences that include : family, society, and cultural environment.
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Nonpersonal influences |
Out of ones control factors that include: time, place, and environment
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Perception |
Our personalized way of sensing and comprehending stimuli
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Physiological screens |
The perceptual screens that use the 5 senses to detect the dimension and intensity of the physical stimulus
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Psychological Screen |
The perceptual screens consumers use to evaluate, filter, and personalize info according to subject primarily emotions and personality
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Stimulus |
Physical data that can be received through the senses.
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Account Planner |
The person at an ad agency that's responsible for account planning
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Consumer Insight |
Shows target audience that we care about you and fixing your issue
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Corporate Objectives |
Goals of the company stated in terms of profit or return on investment
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Marketing Objectives |
Goals of the marketing effort expressed in terms of a specific market or sales objective
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Need-satisfying objectives |
A marketing objective that shifts management's view of the organization from a producer of products or services to a satisfier of target market needs
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sale-target objective |
Marketing objective that relates to a company's sales
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Sale-Target Objectives Could be expressed in...? |
Sales by product
Market segment
Customer type
Market Share
Growth Rate of Sales Volume
Gross Profit
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Qualitative research |
Research that tries to determine market variables according to attitudes, beliefs, and lifestyle
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Quantitative Research |
Research that tries to determine market variables according to hard reliable stats about a specific market situation on condition
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Recall Tests |
A posttesting method used to determine the extent to which a ad has been noticed, read, or watched
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Research Process Step 1 |
Situation analysis and problem definition
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Research Process Step 2 |
Informal (exploratory) research
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Research Process Step 3 |
Construction of research objectives
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Research Process Step 4 |
Formal Research
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Research Process Step 5 |
Interpretation and reporting of findings
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Sample |
A part of the population that researchers select to reflect part the whole target audience
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Validity |
Results must be free of bias and reflect the true status of the market
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Reliability |
Test must be completely repeatable
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Brand Messages |
Messages that influences a stakeholder's opinion on that particular brand
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Types of Brand Messages |
Planned Messages
Product Messages
Service Messages
Unplanned Messages
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Planned Messages |
The traditional marketing communication messages such as advertising, sales promotions, personal selling, merchandising materials, publicity releases, event sponsorships
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Product Messages |
Messages from the product, price, or distribution elements. Have a great impact
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Service Messages |
Messages that result from employee interactions with customers
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Unplanned Messages |
Messages that the company has no control over
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Advertising pyramid |
Action -> Desire -> Conviction -> Comprehension -> Awareness
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Percentage of Sales Method |
A budget thats based on last years sales or next years projected earnings. One of the most popular
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Percentage of Profit |
Percentage is applied to profit either past years' or anticipated
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Unit of Sale |
A specific dollar amount is set for each box, case, barrel, or carton produced
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Competitive parity |
Allocates dollars according to the amounts spent by major competitors
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Share of market/share of voice |
Allocates dollars by maintaining a percentage share of total industry advertising comparable to or somewhat ahead of desired share of market
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Objective/task |
Defining objectives, determining strategy, and estimating the cost to execute that strategy
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Empirical Research |
Companies run tests in different markets to determine the most efficient amount
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Quantitative mathematical models |
Computer based programs that rely on input of data
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All available funds |
Go for broke technique used mostly buy small firms with limited capital trying to introduce new products
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Exchanges |
When a person buys a product from the company or returns it
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Satisfaction |
The happiness level obtained by the customer after buying a product or service
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First Step of Advertising Planning |
Organize information from the marketing plan's situation analysis into a SWOT analysis
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IMC |
A type of planning that
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Marketing Mix |
The Product, the Price, and the Place
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Situation Analysis |
A factual statement of the Organization's current situation and how it got there
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Objective |
What the ad or company is trying to achieve
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Strategy |
How the company will reach its goal
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Tactics |
How the company will execute its strategy
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SWOT |
Strengths, Weaknesses, Opportunities, Threats
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Top Down Analysis |
The traditional planning process with 4 main elements: Situation analysis, Marketing Objectives, Marketing Strategy, and Tactics
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5 Presentation Components of Selling Power |
Strategic Precision, Savvy Psychology, Polished Presentation, Solve the problem.
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Art Direction |
The act or process of managing the visual presentation of the commercial or ad
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Brainstorming |
A process in which two or more people team up to generate new ideas
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Characteristics of great ads |
Succinct and single-minded, Simple, and tight
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Concept Transformation |
Adapt, Reverse, Compare, Parody, Imagine, Connect
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Creative Brief |
The creative guide for writing and producing the advertisements
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Creative Pyramid |
A model that can guide the creative team as it converts the advertising strategy into the big idea for the ad
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Creative Concept Research |
Analyze Situation & Define Problem
Conduct Informal (Exploratory) Research
Establish Research Objectives
Conduct formal Research
Interpret & Report Findings
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Fact Based Thinking |
Prefer facts and figures
Not comfortable with ambiguous situations
Like logic, structure, and efficiency
Analyze situation to find best solution
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Trial Close |
Gives the customer an option to make their buying decision early
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Close |
Tells the consumer to do something pertaining to their product
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Headlines |
The words in the leading position in the advertisement
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Headline Types |
Benefit headlines
News/Informative Headlines
Provocative Headlines
Question Headline
Command Headline
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Benefit headlines |
Promise the reader that the product being advertised is worthwhile
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News/informative Headlines |
A headline that announces news or promises information
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Provocative headlines |
Used to provoke the reader's curiosity
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A question headline |
Asks a question encouraging the reader to search for the answer in the body of the ad
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Command Headline |
Ordering the reader to do something
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Layout |
A plan that imposes order
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Print Layout |
Headline
Visual
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Print Layout Types |
Montage layout
Mondrain Grid
Picture Window
Circus Layout
Frame
Copy Heavy
Rebus Layout
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Principles of Design or CRAP |
Emphasis
Contrast & White Space
Repetition
Alignment and balance
Proximity
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Radio Script |
Format for radio and television copy writing resembling a two column list showing dialogue and or visuals
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Slogans |
A Tag Line that connects the slogan to the product
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Storyboard |
A premade sheet containing blank frames that will basically map the ad out
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Subheads |
An additional smaller headline that may appear abover the headline or below it
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Thumbnail |
A rough rapidly produced pencil sketch that is used for trying out ideas
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Rough |
Pencil sketch of a proposed design or layout
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Dummy |
A 3D handmade layout of the ad or product that will look the same at release
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Comprehensive Layout (Comp) |
A exact copy of a finished ad with copy set in position along with the proposed illustrations.
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TV Formats |
Straight announcement
Presenter
Testimonial
Demonstration
Musical
Slice of life
Life Style
Animation
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Straight Announcement |
Type of ad where a person just speaks a message to the camera
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Presenter |
The person who's talking has a different personality that what it seems
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Demonstration |
When the ad demonstrates what the product can do.
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The Musical |
When everybody in the ad is singing about the product
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The lifestyle |
When the ad shows how the product relates to a certain demographic
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The Animation |
Any type of animation. Mainly for children
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The Testimonial |
When the ad shows testimonials of the people that have used the product or service
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The Slice of Life |
When the ad shows the product and part of a persons daily life
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