Term
| What is Reminder Advertising? |
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Definition
| – tells the consumers that a particular brand is still around |
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Term
| What is Reinforcement Advertising? |
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Definition
| – assures customers that they have made the correct choice by purchasing a certain product |
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Term
| What are the Steps in creating an advertising campaign? |
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Definition
-Identify and analyze the target audience
-Defining the advertising objectives
-Creating the advertising platform
-Determining the advertising appropriation
-Developing the media plan
-Determining the advertising message
-Executing the campaign
-Evaluating advertising effectiveness |
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Term
| What does Creating the Advertising Platform consist of? |
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Definition
| – consist of basic issues or selling points that an advertiser wishes to include in the advertising campaign |
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Term
| What are the parts of determining the advertising appropriation? |
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Definition
-objective-and-task approach
-percent of sales approach
-competition matching approach
-arbitrary approach |
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Term
| What is the Objective-and-task approach? What is one major problem with this? |
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Definition
– marketers determine the objectives a campaign is to achieve and then attempt to list the tasks required to accomplish them
-One main problem with this approach: marketers sometimes have trouble accurately estimating the level of effort needed to attain certain objectives |
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Term
| What is the Percent-of-Sales Approach? What is one main problem with this? Why is this approach used? |
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Definition
– marketers simply multiply the firm’s past sales, plus a factor for planned sales growth or decline, by a standard percentage based on both what the firm traditionally spends on advertising and the industry average
-One main problem with this approach: it is based on the incorrect assumption that sales create advertising rather than the reverse (as the product matures, less sales are seen which the approach would tender as needing less advertising money. This assumption is false because if anything, more advertising is needed to raise sales.)
-This approach is often used because it is very simply to apply |
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Term
| What is Competition-matching approach? What is unique about this approach? |
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Definition
– using the same dollar amount or percentage that other major competitors use on advertising
-This approach should not be used alone because others firms may have different advertising objectives |
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Term
| What is Developing the Media Plan? What does it also do? |
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Definition
– sets forth the exact media vehicles to be used and the dates and times the advertisements will appear, also determines how many people in the target market will be exposed to the message
-Also determines to some degree, the effects of the message on those specific target markets |
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Term
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Definition
| – refers to the percentage of consumers in the target audience actually exposed to a particular advertisement in a stated period |
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Term
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Definition
| – is the number of times these targeted consumers are exposed to the advertisements |
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Term
| What is a Cost Comparison Indicator? What is it's primary unit of measurement? |
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Definition
– lets an advertiser compare the costs of several vehicles within a specific medium in relation to the number of people each vehicle reaches.
Cost per thousand impressions (CPM) – is the cost comparison indicator for magazines; it shows the cost of exposing 1000 people to one advertisement |
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Term
| What are Media Scheduling decisions affected by? |
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Definition
-Target audience characteristics
-Product attributes
-Product seasonality
-Customer media behavior
-Size of the advertising budget |
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Term
| What are the Three types of media schedules? |
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Definition
-Continuous
-Flighting
-Pulsing |
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Term
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Definition
| – the verbal portion of an advertisement and may include headline, subheadlines, body copy and a signature |
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Term
| What are the Guidelines for developing body copy systematically? |
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Definition
-Identify a specific desire or problem
-Recommend the product as the best way to satisfy that desire
-State product benefits and indicate why the product is best for the buyer’s situation
-Substantiate advertising claims
-Ask the buyer to take action |
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Term
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Definition
-Awareness
-product Interest
-create Desire
-Action (purchasing the product) |
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Term
| What are the ways to measure effectiveness? |
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Definition
-Measuring achievement of advertising objectives
-Assessing effectiveness of copy
-Illustrations
-Layouts
-Evaluating certain media |
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Term
| What is Pretest advertising? What method is used? |
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Definition
– evaluation of advertising before it is executed
-Consumer jury – sometimes used by marketers in pretest and is a panel of existing or potential buyers of the advertised product |
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Term
| What are the types of Post Tests? |
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Definition
-Recognition Test
-Recall Test |
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Term
| What is a Recognition Test? |
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Definition
| – respondents are shown the actual advertisement and asked whether they recognized it. If they do then advertisers ask additional questions to determine how much of the advertisement each person read |
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Term
| What is a Recall Test? What are the types? |
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Definition
– interviewer asks a consumer what they remember about a certain ad and record the results
-Unaided Recalls
-Aided Recall |
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Term
| What is an Unaided Recall Test? |
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Definition
| – respondents identify ads they have seen recently but are not shown any clues to help them remember |
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Term
| What is a Aided Recall Test? |
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Definition
| – respondents are shown a list of products, brands, company names, or trademarks to jog their memories |
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Term
| What are the Public Relations Tools? |
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Definition
-Newsletters
-Company magazines
-News releases
-Blogs
-Managed social media sites
-Annual reports that reach and influence their various stakeholders
-Speeches
-Sponsoring special events (World cup) |
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Term
| What are the Most Common types of publicity? How long is it? |
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Definition
| a news release (typically 300 words) |
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Term
| What is a Feature Article? |
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Definition
| – 3000 words prepared for a specific publication |
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Term
| What is a Communications audit? |
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Definition
| – may include a content analysis of messages, a readability study, or a readership survey |
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