Principles Of Advertising: Final Exam Review with answers for advertising with Markham PDF

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Download Principles Of Advertising: Final Exam Review with answers for advertising with Markham PDF

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ADV 2014 Final Exam Review-Markham 1. PR: focuses on brand reputation & getting others to promote product. Form of communication that makes use of publicity & other nonpaid forms of promotion/info to influence opinion. “They are a great company” Advertising: focuses on directly promoting a product through a paid second party (media). The placement of announcements/persuasive msgs in time/space purchased in any of the mass media by companies/businesses that seek to inform/persuade a target audience about their product/service. “We are a great company” Marketing: focuses on promoting a product through personal interaction. The action/business of promoting & selling products or services 2. Departments of Traditional Advertising: Account Management/Account Services: the “suits”. Manage relationships between clients & your team (creatives/media). Often includes travel, dinners, after hour meetings Research & Account Planning/Strategic Planning: can be a specific job or dept or process within an agency/firm. Primary focus is to place the consumer at the heart of every decision made about the brand & its communication Media Planning/Buying: Helps fulfill 2 basic consumer needs (inform & entertain). Attempt to answer key questions using primary/secondary research -Who do I need to reach? How often? -In which media should I place ads? How often? -Which markets/regions should I target? -How much money should I spend? Creative: Creative direction, art direction, copywriting. Take the insights generated from the account & media planning teams & develop them into creative executions. Manage creative production. Need strong portfolio for entry. Production: Can include fulltime employees & consultants. Photographers, videographers, graphic designers, digital specialists, talent, editors, illustrators, web designers Traffic Management: Project management of ad placement (did everything air/get placed as promised?). Good entry point into advertising agencies Media Planner: Plans how to best use the media Media Buyer: Buying media space/time for the message Media Seller: Selling space/time to the advertiser 3. Brand Entertainment: gives a brand the opportunity to communicate its image to its target audience in an original way, by creating positive links between the brand & the program. Often a result of a brand, producers, and broadcasters. “Not so commercial” 4. Qualitative Research: to see & hear directly from the consumer, more open-ended questions that require judgment to interpret. About gathering deeper quality insights rather than descriptive data/info -focus groups, interviews, ethnography/observation, techniques (mind mapping, projective questioning, word association, storytelling, sentence completion, cartooning) Quantitative Research: to gain systematic, statistically relevant & valid data, often conducted anonymously & using large sample sizes, more close-ended questions. -Surveys (online, paper & pencil, intercept) -Experiments (laboratory, naturalistic, field, message testing, eye tracking, psychophysiology) -Content Analysis (systematic counting of content & behaviors)

5. Primary Research: to get information that cannot be determined by secondary research, to verify questionable secondary research, to better understand & get a closer look at the consumer’s mindset & relationship w/ your brand Secondary Research: information previously collected/published for some other purpose by some other organization. Readily available, gathered more quickly & inexpensively. Ex: gov. publications, research organizations, library reference materials, etc 6. Market segmentation: identifying groups of people with certain shared needs/characteristics & combining these groups into larger market segments according to their interest in the product’s utility. -Geographic (region, county size, climate, city or SMSA size) -Behavioristic (purchase occasion, benefits sought, user status, usage rate, loyalty status, readiness stage, marketing-factor sensitivity) -Psychographic (societal divisions, lifestyle, personality) -Demographic (age, gender, family size, family life cycle, income, occupation, education, religion, race, nationality) 7. Brand personality: describes a brand in terms of human characteristics. Reflects reputation, attitudes, & behavior. Distinguishes product from others 8. Pros/Cons of Advertising: -TV (Adv: largest mass medium, sight/sound/motion, authoritative/influential/persuasive medium. Cons: fragmented market) -Print -Out of Home -Electronic -Radio (A: reach/frequency, selectivity, timelines, immediacy, local relevance, cost efficiency, creative flexibility. C: limitations of sound, segmented audiences, short-lived, half-heard, clutter) -Internet (A: tracking/micro targeting, initiate dialogue between brand/consumer, high impact among high involvement consumers. C: not a mass medium, lack of accountability, targeting is cost intensive & inaccurate) General trends in industries: 9. Broadcast TV: National (ABC/NBC/CBS/Fox/CW) and local. Mass coverage, some selectivity, prestige, social dominance. Relatively low cost, impact, creativity. Cons: limited selectivity, high production/airtime costs, brevity, clutter, zipping/zapping. Purchase time during specific program. Satellite/Cable TV: Cable (CNN, TBS, Comedy Central, Lifetime, ESPN. Premiums (HBO, Starz, Showtime) Public Access. Selectivity, audience demographics, low cost, flexibility, testability. Cons: limited reach, fragmentation, quality. Purchase time on specific network. 10. Media ownership: 1983-90% of media owned by 50 diff. companies. Today, 90% of media is controlled by 6 companies (general electric/Comcast, news corp, Viacom, time warner, Disney, CBS) 11. How advertising is purchased online: keyword purchases (individually or package), click throughs (pay-per-click), affiliate marketing program (% of transaction cost), prices can increase for behavioral/demographic targeting. Paid listings: AdWords (sponsored links that appear alongside search results. AdSense: Ads hosted on external websites, banners, buttons (look like icons), “Pop-Ups”

12. Integrated Marketing Communications: Creates synergy. All areas of the marketing mix, including marketing communication, work closely together to present the brand in a coherent & consistent way. Everything communicates something about the brand: the price, the place, the message. Goal: consistent brand message. Advertising fits because it is promotion of a marketing communications tool by promoting awareness, understanding, conviction, desire, action 13. Social Marketing: seeks to develop & integrate marketing concepts w/ other approaches to influence behaviors that benefit individuals & communities for the greater social good. 14. Be able to interpret Simmons data (indicated secondary research)...