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Dr. Lancendorfer Campaigns
Test 1 (midterm)
69
Marketing
Undergraduate 4
02/07/2012

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Term
Advertising campaign
Definition
a series of advertisements and the activities that help produce them, which are designed to achieve interrelated goals.
Term
consumers remember advertising longer when
Definition
each ad helps support reinforce or even intensify the others
Term
Advertising Campaign can be the same thing as
Definition
marketing communication campaign (when it is broadened to include other promotional aspects, even when the focus may be on the ad tool.)
Term
Plans book
Definition
written form of advertising campaigns that spells out objectives, strategies and tactics
Term
presentation
Definition
verbal sales pitch to the client that presents the plans book materials
Term
physical continuity
Definition
the same look
Term
psychological continuity
Definition
the same feel
Term
synergy
Definition
sum is greater than the parts
Term
Components that make up the ad campaign
Definition
plans book, presentation, physical continuity, psychological continuity, synergy
Term
Situation analysis
Definition
background info used to develop a campaign
Term
what should the situation analysis uncover
Definition
critical issues that will lead to the identification of problems and opportunities that your campaign will address.
Term
what are the sections of the situation analysis
Definition
company& industry analysis, product/brand analaysis, competitive analysis, geographic market analysis
Term
1 page swot analysis is located where
Definition
after situation analysis
Term
Company and industry analysis
Definition
basic ideas of what the company is concerned with and what it represents (both internal and external to company)
Term
never confuse
Definition
what you need to know to produce a campaign with what you need to report to the client
Term
company& industry analysis starts with
Definition
brief description of the company/brand and it's history
Term
information included in company & industry analysis
Definition
company sales trends, industry sales trends, market size, market share, goals for product
Term
Sources used for company and industry analysis
Definition
annual reports, business and company resources center, datamonitor, lexis/nexis, marketline, market share reporter, mergent, netadvantage and tablebase
Term
Product/Brand Analysis
Definition
The brand and it's psychological qualities, and its physical qualities (attributes such as quality, price, distribution, and promotion)
Term
product/brand analysis's purpose is to determine how product characteristics
Definition
match up with consumer's wants, needs and interest
Term
Focus in the ad business is usually on
Definition
attributes, functions, image/brand personality, reputation
Term
the basic purpose of the Competitive analysis
Definition
understand what other companies and products are available in the market and how the client's product compares.
Term
where would a media mix and share of voice analysis go (if there was enough room)
Definition
end of competitive analysis
Term
sources for share of voice and media mix analysis
Definition
TNS media intelligence, TableBase, Advertising Red Book
Term
Basic purpose of the geographic market analysis
Definition
to identify and understand those geographical areas that are most likely to respond favorably to marketing communication campaign.
Term
Geographic market analysis sources (CDI/BDI go at end)
Definition
SRDS Local Market Audience Analysis, Survey of buying power index, and demographics Now
Term
SWOT (Strengths)
Definition
characteristics of the brand that give it an advantage over others in the industry
Term
SWOT (Weaknesses)
Definition
Are characteristics that place the brand at a disadvantage relative to others
Term
Opportunities (Swot)
Definition
External chances to make greater sales or profits in he environment.
Term
Threats (SWOT)
Definition
external elements in the environment that could cause trouble for the business.
Term
Steps in the segmentation and targeting process
Definition
identify and define, segment, personify (the target market)
Term
Defining the target market should take into account
Definition
Demographic variables, psychographic variables, product usage, brand loyalty, consumer needs/wants/interests/problems/motivations
Term
segmentation pyramid (bottom to top)
Definition
Who=number, what=demographical/geometric, how=behavioral(value,frequency,occasion,channel), why=attitudinal, emotional-person(relationship to brand)
Term
undifferentiated market (mass market)
Definition
treats the audience as one big mass market
Term
differentiated market (segment)
Definition
divides market into segments (primary secondary and tertiary) ... most widely used!
Term
concentrated market (niche)
Definition
very specialized buying groub, limited in size but lucrative, sub set of differentiated market or undifferentiated market
Term
personify the target market means
Definition
humanize, name and put a face to it
Term
Marketing objectives are generally stated in
Definition
the firm's marketing plan and are quantifiable (sales marketshare, ROI)
Term
Communication/Ad objectives are derived from the
Definition
overall marketing plan and are more narrow than marketing objectives
Term
the communication task (ad objectives section)
Definition
the role that ad and related communications are to play in the purchase decision
Term
defining ad goals for measured advertising results (DAGMAR)
Definition
steps through which a brand must climb to gain acceptance
Term
DAGMAR approach
Definition
define Target audience, desired percentage change and the time frame for change
Term
Copy Platform, Creative work Plan, copy strategy
Definition
Creative Brief
Term
Creative brief is normally created by
Definition
The account team
Term
The creative brief is meant to be the blueprint for what team
Definition
creative
Term
Tactics
Definition
turning strategy into action
Term
Basic elements of creative plan
Definition
creative target audience, creative objectives, creative strategy
Term
Key elements to creative strategy
Definition
Strategic focal point, positioning, big unifying idea
Term
Creative objectives cover the
Definition
form and content of the advertising
Term
Key elements of creative objectives are
Definition
the message (what you want to say), the emotional tone (how you say it) and the production objective (what the ad looks like)
Term
"To (the target audience), (brand name) is the brand of (category need) that offers (brand benefit)"
Definition
positioning statement
Term
elements of a creative brief
Definition
target audience profile, creative objective, current response, desired response/brand position, promise, support for promise, tone, tagline
Term
Stages in design process
Definition
concept (brainstorming), thumbnails (small drawings), roughs(full size ads done of thumbnail designs), comprehensives (from final rough)
Term
Creative appeals
Definition
used to attract consumer attention and influence the perception of need for a product
Term
rational
Definition
how the target will benefit from most important attribute of the product
Term
tone
Definition
execution technique
Term
Emotional Tones/Execution styles include
Definition
humor, fantasy, animation, slice of life, fear, sex, scarcity
Term
Rational Tones/Execution styles
Definition
technical/scientific, demonstration, comparison, testimonial, reminder, dialogue, narrative, news event
Term
combination (tone)
Definition
personality symbol, product as star, drama, music
Term
layout -big type
Definition
headline is focal point
Term
mondrian-layout style
Definition
multiple geometric blocks
Term
layout style - rebus
Definition
lots of visuals within text
Term
multilane - layout styles
Definition
panels with captions
Term
how many typefaces per design?
Definition
only use 2
Term
faux pas
Definition
all caps, reverse copy, italics, decorative faces
Term
Copy's voice is a direct result of
Definition
creative brief
Term
four main copy areas are
Definition
headline, subhead, bodycopy, slogans/taglines
Term
what point of view should you write copy in
Definition
first person
Term
make sure you close the
Definition
sale
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