Advertising Test 3

How to Calculate Cost Per Point (CPP)

(Cost ofCommercial) / Program Rating

CPM =

(cost of ad/audience size) x 1000

Subheads

-Above or below head; "kicker" -Different colors or style -Support "interest" step; lead to body

Concept Transformation

-Adapt -Imagine -Reverse -Connect -Compare -Eliminate -Parody

Media planners have two main roles:

-Analyzing the market (target) -Evaluating media channel effectiveness

Headlines and Subheads Purposes

-Attract attention -Engage audience -Explain visual -Lead into ad body -Present message

Two Types of Media Objectives

-Audience Objectives-Who is the target audience? Why? -Message-Distribution Objectives-Where, when, and how often ads will appear.

Types of Message-Distribution Objectives

-Audience Size and Message Weight (Rating Points or Impressions) -Reach -Frequency -Continuity (ad scheduling)

Formulating Strategy: Writing the Creative Brief

-Background -Objective -Target Audience -Promise -Support for your promise -Key Message -Timing and perameters

Principles of Design

-Balance -Unity -Proportion -Emphasis -Sequence

Headlines and Subheads Types

-Benefit -News/Information -Provocative -Question -Command

Types of Strategic Relevance

-Audience Needs & Wants -Client Goals

Formulate objectives(goals) related to the following:

-Awareness -Comprehension -Conviction -Action

Slogans & Tag Lines

-Slogans provide continuity over time (long-term) -Add to the memorability of a campaign -Tag lines identify a short-term campaign event

Top-Down Marketing

1. Situation analysis 2. Marketing objectives 3. Marketing strategy 4. Marketing tactics

Native ads are viewed _____ more than banner ads.

53%

Imagine

Ask yourself "What if?"

Which of the following colors is considered a symbol of health and freshness and is popularly used for environmentally friendly products? A. Brown B. Blue C. Green D. Orange E. Yellow

C. Green

Which of the following is a basic format element used to construct long copy ads? A. Hook B. Donut C. Logotype D. Interior paragraph E. Pasteup

D. Interior paragraph

Target Audience

Define them as people, not just a job title. Their age, background, what their daily concerns are.

Informational

Problem relief

Video Column

describes the visuals and production

Native Advertising

usually online but feasibly elsewhere, is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed

Purposes of Visuals

-Capture Attention -Identify Subject -Qualify Readers -Arouse Interest in Headline -Create Favorable Impression -Clarify Copy -Show Product in Use -Support Truth of Copy -Emphasize Features -Provide Campaign Continuity

Brand Positioning Approaches

-Cultural Symbol (Chevrolet) -Product Competitor (7Up/Avis) -Product User (Apple) -Product Class (Orange Juice) -Use/ Application (Arm & Hammer) -Price/Quality (Halmark) -Product Attribute (Prius) *Product Category (Tablets)

Advertising Plan

-Define the Business Problem -Objectives/Evaluation/Success -Listen to the Customer • Target Audience (Insights) -Advertising Strategy • Message Strategy • Media Strategy • Brand Activation

The Art of Creating Print Ads

-Design -Layout

Which Vehicles to Buy?

-Efficiency (and Effectiveness) -Cost Per Thousand (CPM)

Elements in a Print Ad

-Headline -Subhead -Body Copy -Visuals Slogan/Seal Logo

Situation Analysis

-History -SWOT -Environmental Scan=Socio-Cultural, Technological, Political Legal/Regulatory, Competitive Economic

Visuals

-Illustrations & Photography? -Set Tone & Create Mood for the Ad and Product -First thing to be noticed

Selecting the Visual

-Is a visual needed for communication? -Black-and-white or color? -Subject's relevance to creative strategy? -Illustrator or photographer? -Technical or budgetary issues?

Formats of Body Copy

-Lead-in paragraph -Interior paragraphs -Trial close -Close ("action" step)

Elements of the Brief

-Objective Statement -Support Statement -Tone or Brand Character Statement

Chief Focus Possibilities in Visuals

-Package -Product in Use -Product Features -User Benefit -Testimonial -Product Alone -How to Use Product -Comparison of Products -Humor -Negative Appeal

Slogans, Tags, Seals, Logos, & Signatures

-Provide Continuity Over Time -Add to the Memorability of a Campaign -Tag Lines identify a short-term campaign event

Benefits for Concentrated? Mixed media?

-Reach more people -Deliver print coupons -Repeat exposure is less expensive media -Produce synergy -Add intrinsic value

Steps in Your Advertising Plan

-Research to Understand (Situation, TM, BVP) -Research to Discover (Problem and Solution-"What to say"-Creative Brief) -Creative Spark (Big Platform Idea!, "How to say it!") -Execution (Creative + Media + Brand Act; on- strategy, consistent, ROI) -Accountability (Evaluation of Objectives)

The Role of Art in Radio and TV: Ad Formats

-Straight Announcement (On Camera or Voiceover) -Presenter (Important Person) -Testimonial Demonstration -Musical (Jingles, Donuts, Musical Logos, and Hooks) -Slice of Life (Problem-Solution Mnemonic Devices) -Lifestyle (User-Focused) -Animation

Styles of Body Copy

-Straight-Sell -Lead-in paragraph -Institutional -Interior paragraphs -Narrative -Trial close -Dialogue/Monologue -Close ("action" step) -Picture Caption -Device

Media Tactics

-Synergy of Mixed Media -Concentrated Media

Formulating Creative Strategy: The Four Elements

-Target Audience -Product Concept -Communications Media -IMC/Advertising Message

Marketing Strategy

-Target Market -Positioning (BVP) -Marketing Mix 4Ps (Promotion Mix - Advertising

Gross Impressions

-The number of possible exposures to the ad by people -# of times shown x audience

Ad Design and Production

-Thumbnail -Rough Layout -Comprehensive -Mechanical -Dummy

Audience Resonance

-Transformational -Informational

Audience Impact

-Transformational -Informational -"BOOM"

Message Strategy

-Verbal -Nonverbal -Technical

Issues to Consider with Briefs

-Who? -Why? -What? -Where? -When? -How?

Reach

-expressed as a percentage or people -Total number of different people exposed at least once to an ad in a given time period

Frequency

-expressed as ad exposures -Number of times the same person is exposed to an ad in a given time period

Gross Rating Points

-the percent of TVHH/people watching who could have seen the ad. One rating point equals one percent -# of times shown x rating

Which of the following is a concept that involves soft thinking? A. Humor B. Specificity C. Analysis D. Work

A. Humor

In the _____ step of the creative pyramid, a copywriter encourages prospective customers to picture themselves enjoying the benefits of the product or service. A. desire B. interest C. credibility D. awareness E. action

A. desire

The _____, or potential exposures, possible in a medium is arrived at by multiplying the medium's total audience size by the number of times an advertising message is used during the period. A. gross impressions B. frequency C. attention value D. effective reach E. gross rating points

A. gross impressions

The advertising response curve indicates that: A. incremental response to advertising diminishes with repeated exposures. B. audience fragmentation increases effective reach. C. repeated exposures to ads increase advertising success. D. recency planning does not apply to advertising for services. E. probable exposures increase with audience fragmentation.

A. incremental response to advertising diminishes with repeated exposures.

In terms of designing a print layout, _____ create a nonverbal expression that reinforces the verbal message. They select interesting angles, control the lighting, and use techniques to enhance the subject's image quality. A. photographers B. web designers C. production artists D. illustrators E. graphic designers

A. photographers

In a _____ for a radio copy, speakers' names are arranged vertically, along with descriptions of sound effects and music on the left hand side while the right column contains the dialogue. A. script B. jingle C. tagline D. testimonial E. voice-over

A. script

In the creative brief used by Procter & Gamble and Leo Burnett, _____ statements are short-term emotional descriptions of an advertising strategy. A. tone B. support C. technical D. objective E. mission

A. tone

Incubation

Artist -Develop big idea -Implement creative pyramid

Which of the following is a dimension of a great advertisement? A. Sensory appeal B. Audience impact C. Gross impressions D. Informational motive E. Possible exposures

B. Audience impact

_____ refers to a method for scheduling media in which the airwaves (both cable and network TV channels) are flooded to make it virtually impossible to miss the ads. A. Continuous scheduling B. Blinking C. Flighting D. Pulsing E. Bursting

B. Blinking

Which of the following is a similarity between a headline and a subhead? A. They are of equal length. B. They transmit key sales points quickly. C. They serve as direct stepping stones to the close. D. They involve the action step of the creative pyramid. E. They are also known as overlines.

B. They transmit key sales points quickly.

The ad for a line of high power batteries shows a rabbit running a marathon and emerging as the winner. This ad is using a(n) _____ commercial format. A. slice of life B. animation C. straight announcement D. testimonial E. demonstration

B. animation

Companies employ the elements of the _____ (product concept, target audience, advertising message, and communications media) to devise strategies to achieve advertising objectives. A. synergistic approach B. creative mix C. advertising impression D. message weight E. advertising response curve

B. creative mix

According to the creative brief employed by Leo Burnett, the _____ contains a brief description of the evidence that backs up the product promise. A. tone statement B. support statement C. brand character statement D. objective statement E. mission statement

B. support statement

In terms of the Artist's role, creating a mental picture of a message is known as _____. A. brainstorming B. visualization C. creative blocking D. incubation E. mind mapping

B. visualization

________, formal or informal

Balance

Mission

Basic purpose of an organization; what it is trying to accomplish

Emotional benefits

Benefits that meet acceptance and esteem needs -ex. Feelings

Self-expressive benefits

Benefits that meet esteem and self-actualization needs -ex. Badge: "I am what I purchase."

Functional Benefits

Benefits that meet physical and safety needs -ex. Concrete

_____ measures the intensity of a media schedule, based on repeated exposures to the medium or the program. A. Rating B. Gross impression C. Frequency D. Reach E. Continuity

C. Frequency

In terms of message-distribution objectives, which of the following is a definition of reach? A. It refers to a measure of the intensity of a schedule based on repeated exposures to the medium. B. It refers to total size of the audience for a set of ads or an entire campaign. C. It refers to the total number of unique people exposed to a medium during a given period of time and, therefore, have had an opportunity to see/hear an advertisement. D. It refers to a possible exposure of the advertising message to one audience member. E. It refers to the duration of an advertising message or campaign over a given period of time.

C. It refers to the total number of unique people exposed to a medium during a given period of time and, therefore, have had an opportunity to see/hear an advertisement.

A commercial for Bradley's Irish Cream, a chocolate liqueur, shows young people at a pool party drinking the brand of liqueur. Which of the following commercial formats is being used? A. Animation B. Musical C. Lifestyle D. Testimonial E. Straight announcement

C. Lifestyle

Which of the following design layout guidelines should be used while creating headlines for a print ad? A. The headline type should be extremely large in order to draw the reader's attention. B. The headline should only appear below the visual, irrespective of the situation. C. The headline should fill only 10 to 15 percent of the total ad space. D. The headline should include the company logo to indicate who placed the ad. E. The headline should use a visual which uses 60 to 70 percent of the ad area.

C. The headline should fill only 10 to 15 percent of the total ad space.

The creative team's _____ develops the verbal message, the words within an ad spoken by an imaginary persona. A. art director B. graphic engineer C. copywriter D. marketing representative E. quality analyst

C. copywriter

A _____ presents the handheld look and feel of brochures, multipage materials, or point-of-purchase displays. A. thumbnail B. rough layout C. dummy D. comprehensive layout E. mechanical

C. dummy

__________: Repeat your visual and verbal strategy/theme and your slogan across ALL creative and experiences; "same, but different."

Consistency

In terms of media planning, which of the following refers to effective reach? A. The duration of an advertising message or campaign over a given period of time B. The average number of times individuals or homes are exposed to the medium C. The total size of the audience for a set of ads or an entire campaign D. A measure of the number or percentage of the audience who receive enough exposures to truly receive the message E. A possible exposure of the advertising message to one audience member

D. A measure of the number or percentage of the audience who receive enough exposures to truly receive the message

Wilkinson Insurance uses a TV ad to reach out to customers about its newly launched insurance scheme. In the commercial, a celebrity talks about the new scheme and points out its benefits. Which of the following commercial formats is being used in this ad? A. Demonstration B. Jingle C. Animation D. Presenter E. Slice of life

D. Presenter

The _____ is a simple description and explanation of a campaign's overall creative approach—what the campaign says, how it says it, and why. A. tone statement B. support statement C. creative mix D. message strategy

D. message strategy

Message-Distribution Objectives

Define where, when & how often advertising should appear.

DAGMAR

Defining Advertising Goals (Objectives) for Measured Advertising Results

Reverse

Do the opposite, look backward.

Rough Layout

Drawn to actual size, art sketched in, body copy lines

Continuity

Duration of an advertising message over a given time period---related to product sales and seasonality.

Which of the following is an example of a concept that involves hard thinking? A. Dream B. Metaphor C. Hunch D. Fantasy E. Consistency

E. Consistency

Which of the following is true of writing for websites and social media? A. People using the Internet typically look at photos first, so graphics are most important. B. Information presented on a website should be detailed because people read thoroughly. C. A website should be elaborate, given the fewer limitations on space. D. Numbered lists and bulleted items should be avoided because they irritate the reader. E. Copywriters should get to know SEO since copy has to attract Web searchers.

E. Copywriters should get to know SEO since copy has to attract Web searchers.

_____ translate(s) the advertising strategy into goals that media can accomplish. They have two major components: audience objectives and message-distribution objectives. A. Situation analysis B. Empirical research C. SWOT analysis D. Advertising impressions E. Media objectives

E. Media objectives

The _____ refers to the percentage of homes exposed to an advertising medium. A. exposure B. message weight C. opportunity to see D. exposure value E. rating

E. rating

In terms of the increasing complexity in media buying and selling, _____ often employ(s) communications vehicles outside traditional media planning, such as public relations activities, sales promotion, and direct marketing. A. mixed-media approaches B. recency planning C. roadblocking D. pulsing E. value-added packages

E. value-added packages

Preparation

Explorer -Insight -Objective -Brainstorm

Comprehensive

Facsimile of the finished ad

True or False: Audience involvement with editorial content or program material is a factor known to decrease attention value.

False

True or False: In a TV commercial, the more the number of elements used, the more effective the commercial is.

False

True or False: In print ads, the action step of the creative pyramid should primarily correspond with the subhead and the first paragraph of body copy.

False

True or False: In the creative brief used by Leo Burnett, the objective statement is a brief description of the evidence that backs up the product promise.

False

True or False: Most ads have little impact on the customer because they are driven by informational motives.

False

True or False: Recency planning refers to the duration of an advertising message or campaign over a given period of time.

False

True or False: The Warrior, an imaginary role adopted by creatives, evaluates the results of experimentation and decides which approach is most practical.

False

True or False: The headline in a print ad for a chain of hospitals reads, "Choose a hospital based on information, not just location." This is an example of a benefit headline.

False

Impact

Get results for your client; identify the most important selling point about your brand and write persuasive copy using an emotional or rational appeal, and include a call-to-action.

"BOOM"

Gets your attention... now!

CPM

How much it costs to reach 1000 people

Design

How the art director and graphic artist choose and structure ad's artistic elements

Layout

How the chosen ad format elements are arranged

Original

Incorporate unusual or surprising elements in your message that aren't expected or commonplace; something slightly different from the norm. Provide a fresh spin, a new way of saying something, or a look that stops people when they come across it.

Goal/Objective

Is made specifically with respect to magnitude, time, and responsibility. A sales-target objective should be a specific, quantitative, and realistic marketing goal to be achieved within a specified period of time

Connect

Join two unrelated ideas together.

Illumination

Judge -Risky, delicate decision

Relevant

Make your design appropriate and appealing to your audience so that it resonates. Your audience should recognize themselves in your message; "This is something for me."

Marketing Objectives

Marketing a. Sales b. Communication

Media Class

Media class > Subclass > Vehicle > Unit Electronic > Television > Glee > :30 seconds

Audience Size & Message Weight

Media planners seek the largest audience they can afford.

Transformational

Positive reinforcement to offer a reward

The Creative Process

Preparation ↓ Incubation ↓ Illumination ↓ Verification

Dummy

Presents look and feel of brochures

______________ use of space

Proportional

__________ of an audience is not a sufficient measure of an advertisingschedule's strength

Reach

Media Planning

Reach the right people, at the right place, and at the right time

IMC/Ad Plan

Reviews the marketing plan First section content -Summarize situationally analysis and SWOT -Review target market segments -itemize long- and short-term objectives -restate decisions regarding positioning and marketing mix Set objectives

Script

Same video format, but left is video, right is audio

Thumbnail

Small, rapidly produced drawing for visualization

SMART goals

Specific, Measurable, Attainable, Realistic, Timely

Objectives

Specific, timed, quantitative, realistic goals to be achieved in a specified period of time

Media Objectives

Specify how the advertising objectives can be accomplished using media

Setting Objectives

Specify where the advertiser wants to be with respect to the IMC/Ad pyramid

Strategy

Sweeping guidelines concerning the essence of the firm's goals

Mechanical

Text and visuals in exact position, ready for camera

Who Makes for Great Creative?

The Creative Team -Copywriter -Art Director -Creative Director

Support for your Promise

The features and details of your product or service which backs the main benefit in you promise.

Tactics

Things firms do to support overall strategy

True or False: A creative brief serves as the creative team's guide for writing and producing a campaign.

True

True or False: A reason for using the mixed-media approach, which refers to a combination of media, is to reach people who are unavailable through only one medium.

True

True or False: Emotionally oriented messages are usually more effective when spaced at regular intervals to create enduring feelings about the product.

True

True or False: In the creative phase of designing a print layout, the designer uses nonfinal art to establish the message's look and feel.

True

True or False: Media planners try to select the media that will expose the largest target audience for the lowest possible cost.

True

True or False: The flowchart of a media plan is a graphic presentation of the total campaign to let the creative department, media department, account services, and the client see the pattern of media events that will occur throughout the campaign, usually over one year.

True

True or False: While developing the visual for a print ad, one should ensure it emphasizes the product's unique features.

True

True or False: Writers must arrange verbal message components according to a genre of social meaning so that readers can easily interpret the message using commonly accepted symbols.

True

Compare

Use one idea to describe another.

Verification

Warrior -Overcome obstacles -Present to Client

Adapt

What else might the product be?

Timing and Perameters

What format, size, etc., and when it is required

Key Message

What the reader should think, feel, and do as a result of reading this

Objective

What this particular piece of promotional material should achieve

Promise

What you are offering them in a single sentence.

Background

Why are you doing this. The business background, what the company is, what the business goals are, competitive environment, opportunities spotted in the marketplace, etc. Write it simply and clearly.

Flighting

an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising

Pulsing

combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods

Creativity

combining two or more previously unconnected objects or ideas into something new

For a media plan to be "_________," it must strategically place ads to achieve the desired reach and frequency

effective

One element should have ____________

emphasis

Continous

going on without stopping

Parody

have fun making fun yourself.

Audio Column

lists the spoken copy, sound effects, and music

Place advertising messages before a target audience using some type of _________

media

Strategic Relevance

performance standards linked to organizational goals and competencies

An ad may be entertaining but if it isn't ________ to the advertising strategy and business goal, IT WILL FAIL.

relevant

Writing Television Copy

script, video column, audio column

Ad should lead reader in a ____________

sequence

Eliminate

take something away or break the rules.

The ad should be ___________

unified