Combo with "ADV 3008 - Principles of Advertising - Lindsay Hudock - Fall 2014 - Chapter 2 Review" and 16 others

advertising categories - Brand (national) ads create what?

create awareness across a wide audience and geography.

advertising categories - professional advertising is created for who?

created for doctors, lawyers and other professionals.

Ad revenue for Facebook in 2009 is projected to be $___ million.

$100 million.

A daily newspaper's CPM is $65 to$70. But TV is $__ to $__ Cost Per Thousand.

$20 to $25

A June 2008 Forbes magazine article said YouTube is estimated to earn $___ million in ad revenue.

$200 million

What is the annual newspaper ad revenue?

$50 billion

Direct mail is a $__billion industry, and it makes up __percent of advertising

$55 billion industry 20 percent of advertising expenditures -Experts say it may decline in the future, but it also experienced a surge when the Internet was threatening to take dollars away from all traditional media.

In 2007, how much did advertisers spend on outdoor advertising?

$7.3 billion

*How much did Hulu earn in ad revenue in 2008?

$70 million

How much is radio sales revenue?

$9.5 billion

slight matures

("Eisenhowers") 1925-1945 (71-91 years old)

Mass Media Develops - siquis

(Latin for "if anyone) Early want ads (positions, lost and found, runaway apprentices)

Generation X

(aka slackers, why me?, latch key) 1965-1978 (37-48 years old)

What is the production commission, markup percentage?

(printed pieces are charges to the client plus->) 17.5%

Textbook - How do you bestow continuity across all media while building brand personality? (page 663)

(under verbal similarity) Repeating the benefits, theme, and key copy points in ad after ad

Juey & Partners - "Good copy speaks to ____ _______ ____. It should be __________.

- "Good copy speaks to the common man." -It should be conversational.

Pros - Low production costs

- Most radio stations will produce the spot for nothing, or for a very small cost. -cheaper production costs than TV, Internet, outdoor, direct mail and newspaper's (That means they will write the spot, record it, and add any music or sound effects, make the tape or digital file, and get it on the air. Cheaply or for no cost.)

David Ogilvy entry into the company of giants started with several iconic campaigns, what were they?

-"The man in the Hathaway shirt" with his aristocratic eye patch. -Dove -"Only Dove is one-quarter moisturizing cream." -This campaign helped Dove become the top selling soap in the US.

Generation Y

-(new boomers, echo boomers, millennials, iGeneration) -1977-1994 (19-36 years old) -(Now, you are children of Baby Boomers, hence the Echo Boomer term. But, youcare so vastly different from your parents' generation.)

target group characteristics - women

-110 million in U.S. - They have the money and spending power -women head 33% of the households (abbreviated as HH in marketing lingo) with children under the age of 18. - there is an enormous amount of products and services that come into a household, crossing a multitude of product categories -60% of bachelors and masters degrees - educated -influence purchase of 85% of products

baby boomers

-1946-1964 (49-67 years old) -The result of the end of World War II and all the soldiers coming home. 1. Leading edge "Make love, not war." 2.Trailing edge No nukes

Textbook - Know the difference between a bleed and a 30-sheet poster - Page 365

-30 sheet poster is the most widely used form of outdoor advertising -takes 30 sheets of poster to cover the frame (now we use vinyl) bleed -the bleed poster either prints to the edge of the frame or uses blanking paper matching the background of the poster.

Rotary Bulletin

-48 feet by 14 feet -board will be physically moved from high-traffic area to high-traffic area to get as much exposure as possible/maximum visibility. -typically four times more expensive than posters.

What is a collective mark?

-A collective mark is when you use a common mark to market products. -Florida Citrus, Cotton, Beef.

Textbook - Know the characteristics of Niche Marketing.

-A combination of product and target market strategy. It is a flanking strategy that focuses on niches or comparatively narrow windows of opportunity within a broad market or industry. Its guiding principle is to pit your strength against their weakness. -can gain a product entry into a larger market by attracting a small part of the larger market that is no longer being served by the competition. -cater to latent needs that existing products do not adequately satisfy -slice the population very narrowly to find very specific groups -engage competitors in those product markets where they are weak of preferably have little or no presence. -pit your strength against the competitors weakness.

What is a generation?

-A generation spans 15 to 20 years. -The people in those generations are defined by the historical events they witnessed and experiences they shared. -It shaped their impressions and formed their beliefs. -Lastly, a generation is defined when it is different from those that came before or after them.

What is the structure of an ad?

-A promise of *benefit* -Explanation of the *promise* -Proof of *claim* -Call to *action*.

Common tests - Format

-A single mailer versus a series, -live postage versus meter.

Textbook - revenue Know split-run editions and how to test effectiveness of ads - Page 331-332

-A special form of partial-run edition -normally are used by both advertisers and publishers for testing purposes -simplest form of a split-run test is when an advertiser buys a regional edition (a full run is usually not bought because of the expense) and runs different advertisements in every other issue. -each advertisement is the same size and runs in the same position. -the only difference is the element being tested (different headline, illustration, product benefit, or even price) effectiveness -coupon is normally included, based on coupon response, can determine the most productive version of the advertisement. -technique is call a/b split. half gets version a other half gets version b. advantages and disadvantages on page 332

Textbook - What is the relationship between a trade name and a trademark? (page 628-629)

-A trade name that applies to a business as a whole, not to an individual product -trade names are corporate or business name -trade names should not be confused with trademarks -trade names are proper nouns -can be used in the possessive form and do not require a generic form -many companies use their trade names as trade marks (Reebok International Ltd is the corporate name, and Reebok is also the trademark) example of a trade name General Motors (trademark Chevrolet)

Advertising Research - Advertising Execution Development

-Advertising Execution Development uses two types of research: exploratory research is to stimulate the creative people so they can know and understand the language of the target consumers. The second tests the creative concept, ideas, and rough ad layouts to test expectations.

Know the steps in Advertising Research. - Advertising Strategy Development

-Advertising Strategy Development answers key questions about your target market (who), the competition (what), your message, your tactics (how you'll get the message out, what media, where).

Textbook - What does the research study by Dynamic Logic reveal?

-Although broadcast ads upped the linking of a brand to a message or value proposition by nearly 13 points, the web added 7 points. -Television spots increased the ability to influence purchase decisions by nearly 6 points, whereas the web only contributed a mere 0.4 point incremental boost. -The web was stronger at raising awareness and association than influencing purchase decisions.

Magazine Types - Trade Examples

-American Cemetery magazine. -Cemeteries are a business. -they need services and materials to operate that business, -need to be kept informed of trends and all kinds of things. -So this trade publication has that information and business advertisers that can offer needed services

The 4 trends for media planners mean that they must be what three things?

-Analytical -Creative -Strategic (in their approach to the media process) -knowledge of the media environment (but it's changing all the time, so you have to be willing to keep up) -math skills (basic math, like percentages—don't let that scare you off) -organized thinking.

Direct Response

-Any form of advertising done in direct marketing.

ad structure - What is the call to action and where is it found?

-Ask the consumer to do something. -Call. Log on. Switch. Try. Think. -Sometimes a call to action can be in a slogan, or implied in the copy.

What is challenging?

-Asking yourself questions that have no real answer. Unsolvable things. -By going through these thinking exercises you are doing brain aerobics and your gray matter is in better shape to deal with the problems you throw its way.

Names - What is the advantage of a coined word for a business?

-Because you make them up, you own them and the trademarks and copyrights are easy to protect.

How is the color black used?

-Black is always elegant and sophisticated. -Manufacturers use black to imply a sense of class and quality for their products example luxury vehicles filmed in black cars

Outdoor messages have announced what historically?

-Boston Tea Party -Andrew Jackson for President -1835 circus season.

Strong sense of humor

-Brain studies show a strong, positive correlation between humor and creative thought process. -In fact, they follow the same path between both hemispheres of the brain, both ending up in the frontal lobe. -If you ever walk into the creative department of an ad agency there are toys, bright objects, and all kinds of wacky stuff on computers, walls, desks. It's very happy and very fun. -And it's more evidence of the link between laughter and creativity.

Advertising Research - Campaign Evaluation

-Campaign Evaluation usually involves a tracking study to measure the performance of a campaign.

*What are the advantages of internets role in advertising and marketing efforts in the area of marketing research?

-Can collect market research quickly -cheap to collect research -consumers are more coopaerative to provide it

sociology - Life Stage (also called Family Cycle)

-Changing purchasing behavior as a person or family matures. -This is where we get Empty Nesters- adults who children are out of the house, -Sandwich Generation—adults who are caring for their children and aging parents.

4 motivations - guilt

-Choosy mothers choose Jif. -home has to be dust-free, germ-free, and now her couch has to smell good

Trademark (Brand name) vs. logotype example

-Coors is a trademark and a brand name. -Coors is the name people call the product and there is no embellishment. -Starbucks Coffee is a logotype, as it is the name, and it has a graphic embellishment

What three things can color do?

-Create pleasant or unpleasant responses. -Inform consumers about the type of product -Influence consumers' perceptions of quality, value and purity

Why do creative people get ideas in solitude?

-Creative people also need time to pause, reflect and let the subconscious mind take over. -The creative process is not a team sport, nor is it a spectator sport. -Ideas come when people can work alone, solitary, and without fear of being judged -should let employees brainstorm alone and evaluate the ideas that come from those individuals as a group.

contrast

-Differences in sizes, shapes and tones add visual interest to an ad design.

criteria by which evaluators assess packaging - 4. Behavior

-Does it make people buy?

Network Buys - Upfronts

-Each May, major advertisers begin negotiations to buy commercials on the network prime-time lineup for the coming fall season. -billion dollars is committed in the span of a few weeks on 4 networks. -networks preview their shows. And then the major negotiations begin. -Special events also make up-fronts more complex--made spots harder to get in those time periods. (elections, olympics)

Name the 5 dayparts

-Early morning (M-F) 6am-8am -daytime (M-F) 8am-5pm -evening (M-F) 5pm -11pm -late night (M-F) 11pm-6am -weekends (sat-sun) all day

Compared to non-newspaper readers, readers of newspapers tend to be:

-Educated (virtually all have a high school education, more than half have college degrees) -employed in white collar, professional positions -married -homeowners -35 years old and up

Advertising Research - Evaluating Pretesting Executions

-Evaluating Pretesting Executions—Here's where you test your ideas. It's the most controversial of all advertising research.

Package is brand example

-Evidence that package is brand, when Heinz changed its ketchup package for fast food restaurants, the shape mimicked its glass bottle design. -Further, the back of the package was clear plastic to reinforce HJ Heniz's leadership role in food purity in the early 1900s.

Textbook - What were the first commercial billboards used for? - Page 358

-First commercial billboard: Poster for Jared Bell for the 1835 circus season -throughout the 1800s, posters promoted a number of products and political causes -in 1850, signs were first used on streetcars in major cities and by 1870 some 300-bill posting firms served advertisers throughout the East and Midwest. -in 1900 the first standardized outdoor sign format was introduced and national advertisers such as Kelloggs and Coca Cola began to share the outdoor market with local advertisers

Know what research can do for your advertising.

-First, what is the key word in this list? Because you're smart, I'm sure you said "help -what can research do to guarantee you that your advertising will work? Ah, good. The answer is nothing. To help identify consumers To help look for new ideas in products or services To help improve what is offered in products or services To help pinpoint causes of possible problems To monitor activities To help in communications development To study promotional tools

Cons - Lack of reliable research

-For small market stations, you can get some data, but it can be general, or based on reasonable assumptions. -Some media buyers find this too much of a gamble.

Creating TV - Communicating with pictures

-Good television can communicate with the sound off. -In a well-designed TV spot, you can literally turn the sound off and still get it. -Good TV writers learn how to communicate with pictures.

Common tests - Offer

-Guarantee" and "free" are two big offers that get results. -So is use of *incentives*. example- Buy today and we'll send you a set of Gansu knives.

What are the elements of an AD?

-Headline -Subhead (sometimes) -Photo or Illustration -Body Copy -Logo -Slogan (tagline) -URL, Social Media icons

rules for copy - explore contrasts

-High/low. Fast/slow. Happy/sad. Old/young. These are contasts of ideas, polarized expressions, opposites. -Writes of ad messages will create contrasts sometimes to make an advertising message more interesting.

What was the most comprehensive attempt at regulating outdoor advertising?

-Highway Beautification Act of 1965 -also known as the "Lady Bird Bill" -because Mrs. Lyndon Johnson, the First Lady, lobbied for the legislation as part of her platform of beautifying America. -Lady Bird planted thousands of flowers in public parks and along highways.

experiences of Generation Y

-Homelessness. -Gang violence, -worst recession since the Depression, the -Columbine shootings, -influx of technology in personal and professional lives.

1. Pursue all known infringements - What happens if the owner does not pursue all known infringements? examples?

-If the owner does not pursue them, the product can become generic. examples: -Shredded Wheat -escalator -thermos -aspirin -yo-yo.

Textbook - The growth history of trade identity (page 626?) (slide 6 ch21 ppt)

-In 1943 the term "corporate identity" is coined by Gordon Lippincott. -The term encompass all the ways a company identifies itself—new corporate name, logo, color of its buildings. -Today, the company mark, or trademark, is still the cornerstone of an identity program, but it involves so much more. -Partly due to technology and expanding communication channels, corporate identity is all-encompassing. -Identity can permeate every aspect of a product and what it's about—down to intangible factors.

Cons - shorter, 15-second spots add to clutter

-In the last decade, networks began offering 15-second spots and 10 second spots. -And while this may give more advertisers a chance to be on particular programs, it has caused clutter. -Now there's even more spots to watch and miss and ignore. example - Estimates are the network TV runs about 15 minutes of non-program content per hour. -About 80% of this is commercials. -So, about 12 minutes every hour are commercials. -The majority of those are 30 second, so you see, minimum, 24 spots in an hour. -And if you throw 15 in there, you could be seeing 30 spots an hour.

criteria by which evaluators assess packaging - 3. Structure

-Is the package easy to open? Is it easy to close? Easy to handle? Easy to use?

Textbook - What are the Sources of inspiration for an idea (per Jim Aitchison)? (page 523)

-Is there an idea in the packaging--shape color, label, or material the product is made of -How is the product made? Where is it made? -How about the products history? -Can you show what happens to the product? -Are there any new ideas from the product's old advertising?

Why would you show the rough layout to the client?

-It allows the client to have some input on the copy points before the Art Director and the creative team takes the concept too far. -This rough layout is what you usually take to the client—or the boss. -You haven't written the copy yet, but the client gets a good idea of where you're going with the message.

How much did the bulova watch ad cost and how many people saw it?

-It cost $4 for air time, -$5 for station costs, -estimated 4,000 people saw it.

Why are most logos in print ads on the bottom right hand corner of the page?

-It is the last thing the eye sees, -it is what advertisers want you to remember.

What type of media does direct response use?

-It uses all types of media: -direct mail -television -magazines -newspaper -radio -internet

What are the essential skills for a media coordinator?

-Juggler of multiple priorities -master of Excel spreadsheets

3. Use the name as a proper adjective, never as a noun or verb.

-Kleenex TISSUE -BandAid BANDAGE. -Avoid using it in possessive form or as a plural.

Advertising and the Law - the FCC, Federal Communications Commission does what?

-Licenses radio and television stations -assigns wavelengths to stations "in the public interest" -limits the number of media outlets a business can own

Rate Justification - CPM

-Like outdoor, newspapers justify their rates on CPM, or cost per thousand. -There will be different CPMs for daily and Sunday (and different rates for daily and Sunday), which are audited by ABC. -The formula goes like this. Say you're a daily newspaper and you reach 150,000 people on an average weekday. -Your open rate per page is $5,000. -Your CPM is $33.33.

Name 4 brainstorming techniques?

-List making, key words, free association, mind mapping

Pros - Quality Color Reproduction

-Magazines also give advertisers high-quality color reproduction for their products. -Shiny cars, cold bottles of beer, pretty diamonds—it all comes through.

Online

-Magazines are having early success with the transition to the digital world. -Publishers embraced putting their magazines in formats for iPads, Kindles,and other eReaders, -It has been working well.

Pros - Partial Runs

-Magazines can offer advertisers *demographic* and *geographic* editions. -They take the national distribution and offer options to advertisers who want a more regional target.

Certification marks

-Manufacturers of some consumer goods will add certification marks to advertising and packaging. -The good Housekeeping seal of approval is a valued credential, and could be found on a variety of products Good Housekeeping had tested, certified, or endorsed. -Underwriters Laboratories certifies the safety of electrical products—Christmas tree lights, extension cords, small appliances. The UL mark will be right on the product label and packaging.

media strategies - Timing

-Media has closing dates and reservation deadlines. -National magazines can book three months in advance—minimum. -Media planners are always asking "when," and backing up time tables to match the launch date.

media strategies - Prospect identification

-Media planner determines the prospects and matches them to media usage and habits.

Pros of Direct Response - personal

-Messages can be personalized. -builds ongoing relationships with prime target audiences. -It can speak directly to the moods, the needs, and the lifestyle of the prospect.

Textbook - Know the future of radio - Page 271-272

-More radio executives see the future of radio as an internet business with numerous options for reaching niche audiences and eventually individuals with tailored programming, music, and advertising. HD Radio Satellie Radio Major Trends that will drive the medium during the coming years 1. The size of the audience listening to radio stations over the internet is growing rapidly. 2. More listeners to Internet radio are becoming habitual listeners 3. Many teens prefer to listen to their favorite music online.

Textbook - Know magazine circulation statistics - page 321, 323, 345

-More than two thirds of magazine titles have a circulation of less than 500,000 readers -About 68% of consumer magazine circulation revenue is from subscriptions as opposed to newsstand sales. -Elle magazine has a paid circulation of 1.1 million, according to mediamark research inc. elle has about 4.6 readers per copy, rpc.

most local television is often purchased by daypart rather than by specific program. Each daypart will have a different audience size, and a different make up demographically. So media planners must be familiar with the audience makeup of varies dayparts. What are the dayparts?

-Morning 7am-9am (M-F) -Daytime 9am-4:30pm (M-F) -Early Fringe 4:30pm-7:30pm (M-F) -Prime-time access 7:30pm-8pm (M-S) -prime time 8pm-11pm (M-S) -prime time 7pm-11pm (sunday) -late news 11pm-11:30pm -late fringe 11:30pm-1am

Textbook - Characteristics of being media neutral (Page 655)

-Most advertisers and agencies view their marketing communications as "media neutral," -meaning there won't be a bias toward using advertising or any other specific discipline as the main communication tool in order to receive a maximum return on investment.

How do positive emotions help creative people?

-Negative feelings lead to lower motivation and creativity. -So creative people tend to find the good, the positive in situations. -It helps them solve the creative problem at hand.

Textbook - Be able to define "affiliate agreements" and how new networks and smaller TV stations are affected by them - Page 249

-Networks are comprised of local stations that contract to carry network programming. -The four major networks have affiliates in most markets -The newest networks, WB and UPN, have affiliation agreements with smaller stations in most markets. -Some CW affiliates (formerly WB and UPN are secondary affiliates, which means they belong to another network and air CW shows on a delayed basis, often during non-prime-time hours. (not sure if I need this info) -Networks sell national advertising on the basis of station clearance. -Clearance: The percentage of network affiliates that carry a particular network program -Networks share advertising revenues with their affiliates in return for using local station time for their programs. -Compensation: The payment of clearance fees by a television network to local stations carrying it's shows. -At one time, station compensation was a major profit item for most station, but -As the cost of network programming has increased and audience levels have fallen, the relationship between networks and stations over compensation has become contentious.

Pros - Targeted Sections

-Newspapers also have targeted sections that allow advertisers to target their ad message. -College Football, focused travel sections, Back to School, voting guides—special sections run all year long.

Cons - Costs out of line with growth - How do newspapers defend this con?

-Newspapers argue back that they still deliver a very valuable audience and have better reach than other mediums. -But advertisers get angry and frustrated and they experiment with other media.

Pros - Color

-Newspapers have invested a great deal of money in color presses to offer more color and higher-quality reproduction.

mindset/attitudes of Generation X

-Nothing is permanent - They count on nothing and expect nothing to last. -single parent family household, grew up quickly - (hence, the latchkey reference), and this had them growing up quickly. Their childhood experiences were very different from Boomers' childhood. -Entrepreneurial - wanting to rely on themselves for opportunities. -Confident about own abilities -drowning in debt

Why is there no negative feedback during brainstorming?

-Nothing will shut a creative person down like negative comments at this crucial stage of idea generation. -Brainstorming is not the time or place to judge an idea—to decide if it will work. -You're not evaluating how that idea will work in the current economy or market. -You're just getting the idea out there. -A crazy, silly, stupid idea could lead to another idea that could be the exact answer.

What is a logotype?

-Often a trademark will include some pictorial or design element. -the product name with a design element is a logotype.

The company mark, or trademark is the cornerstone of an identity program, but it involves so much more. Why is that?

-Partly due to technology and expanding communication channels, corporate identity is all-encompassing. -Identity can permeate every aspect of a product and what it's about—down to intangible factors.

Pros - Partial Run Example

-People magazine will hold 4 pages for partial runs. -They'll sell those pages to advertisers like Southern Ford Dealers or Publix—businesses that only need to reach consumers in one geographic area. -Those same pages are sold to other regional advertisers in other parts of the country

Change is good? - Pepsi campaign case study

-Pepsi has also gone through a long list of campaign themes. -In 1984, it was Pepsi: The Choice of a New Generation. [You Tube: Michael Jackson for Pepsi] In 1989, it was A Generation Ahead. In 1999, it was The Joy of Cola [YouTube: Pepsi Commercial - Godfather Girl ] In 2000, it was The Joy of Pepsi [You Tube: Britney Millennium Pepsi Commercial ] And in 2007, it was "It's the Cola." -*So why all the change? Pepsi was changing its taglines so often because it was trying to expand into other target markets.*

Common tests - copy

-Personalization options, -length of the letter, -testimonials, -various opening paragraphs

Common tests - layout and design

-Photographs versus illustrations, -full color versus one or two colors, -the font, -the size of the font, -product alone or with models.

What are three characteristics of creative people?

-Positive emotion -strong sense of humor -get ideas in solitude

What can value-added incentives be?

-Product placement (example: Coke and iTunes on American Idol) -Event sponsorships -Tickets to sporting events -Remote broadcasts

Qualitative Research is research using ________.

-Qualitative research is research using opinions.

Pros - Editorial Environment

-Readers know that newspapers strive for a balance in their reporting. -While not always perfect, they know there is a system of checking and running corrections when information is wrong.

What did Maurice Saatchi, from Saatchi & Saatchi (Apple's agency) mean when he said, Simplicity is all? Simple _____, Simple ________, Simple ______ ______.

-Simple *logic*, simple *arguments*, simple *visual images* -If you can't reduce your arguments to a few crisp words and phrases, there's something wrong with your argument

Textbook - What are characteristics of attitudinal continuity?

-Some campaigns have no theme line that continues from ad to ad. What they do have is an attitude that continues from ad to ad. -Each ad expresses a consistent attitude toward the product and the people using it. -The commercial's attitude is an expression of brand personality. -The "Pepsi Generation" campaign was more than words. It communicated an attitude to younger consumers and older consumers. -Nike shoe campaign that said, "Just Do It"—or its swoosh campaign. -Its presence and identity are so strong that many people want to connect with the brand. -It signifies status, glamour, competitive edge, and the myriad intricacies of cool. -It is this description that is communicated in every message, no matter to whom it is directed. -Nike's secret of success resides along a delicate and emotionally charged progression that connects the company, the consumers, and the abiding fantasies that are tethered to sports. - In true integrated marketing fashion, its personality is communicated to all—from employees, to stockholders, to consumers. -It is conveyed through its corporate culture, as well as through its advertising. -Defining an attitude doesn't have to exclude visual or verbal continuity.

types of headlines - new benefit

-Something the product is not currently known for.

*what is the Internet's role in advertising?

-Source of direct sales -Source of ad-supported communication -Source of marketing and promotion information -Builder of customer engagement

sociology - Consumption research

-Studying the pattern of what an individual consumes. Or buys. Or uses. Volvo = reads New Yorker. Shops at Whole Foods = Democrat. Do-it-yourselfers drive Volkswagens.

Online promotions have three groups of prospects. - What are they?

-Surfers and Casual users -entertainment/information oriented users -active, information seekers

Cons - Audience is fragmented and low-income

-TV's audience is fragmented—just like radio. -Any particular demographic group tends to be all over the place. -And it also tends to be lower-income. -In fact, the more money you make, the less time you spend watching TV.

Textbook - Know what happened to Taco Bell as a result of Market Segmentation.

-Taco Bell was the first fast food chain to target people with its value menu -It was so successful that most other fast-food companies followed with their own value menus. -As a result of this competition, the pool of value-conscious consumers were split amount numerous companies, diluting the product.

Creating TV - Movement

-Television, like all good storytelling, has a destination. -Television moves. It goes from one place to the next, to the next, to the next. Very quickly. -It makes a final impression on the consumer. -Good writers of TV concentrate on that final destination and then write from that point to get the consumer there.

In the early 1900s, J. Walter Thompson created ads that introduced well-known products to the American consumer, like Lifeboy soap. One of JWT's innovations was the sophisticated use of what two things?

-Testimonial Advertising (notably Ponds) -The use of photography in advertisements

Name newspapers that are broadsheets?

-The Orlando Sentinel -The New York Times.

advertising categories - how are brand (national) ads?

-The ads are very general about product information.

How does database marketing work?

-The magnetic strip on your debit card and credit card says where you shop, how often you frequent bars, what brand of beer you drink, what kind of soap you use. -This information is stored in computers until a direct response advertiser wants to use it. -The computer sends your information to the marketer who is paying top dollar for your name and address because they have identified your purchase criteria as pre-cursors to you buying their product. Example -The request goes out for college students in the Southeast who drink Natty Light and go to clubs at least once a week. And, if they drink Tropicana, that's a plus.

What is non product advertising?

-There are ads that don't want you to buy a product, but to think about, believe in an idea. Or to be more aware of something important to your health or society's well being.

Textbook - Understand behavior maps - Page 403

-These models are referred to has behavior maps -they allow marketers to combine recent purchasing activity and consumer profiling to offer a relatively accurate picture of what will be purchased in the future and what will move that customer to make a purchase. -The primary consideration of database marketing involves using information to predict future purchases. -a number of predictive models are used by businesses

Spot Radio example

-They might pick the top 25 markets by population and purchase radio time there. -Or they may concentrate in the Southeast, and pick the top stations there.

How has the first federal trademark law evolved?

-This law has evolved, been amended and added on to, even in 1996 when President Clinton signed legislation to cover similarities in designs without proof of consumer confusion.

Is Dell's Twitter presence advertising?

-Today, I believe the text book answer is no. -It's really sale promotion. -And it's also public relations. -If you go to the Twitter site, there's a great deal of customer bonding going on. -But what will the answer be next year? Or the year after that? Who knows.

What enduring icons did Leo Burnett create?

-Tony the Tiger -Pillsbury Dough Boy -7up "spot" -Jolly Green Giant -Malboro Man -Toucan Sam -Charlie the Tuna -Morris the Cat

Textbook - Trend Watching

-Trends come from all forms of media and advertising -music, politics, travel, and the internet -trends are a product of society -reflect our changing attitudes, behaviors, and values -most obvious and most concrete sign of the times

Dell and Twitter Case Study

-Twitter made dell $2 million in 2 years -biggest business success on Twitter -620,000 followers on Twitter -Dell made $61 billion in 2008 (not just on Twitter, as a whole company)

Name common brand abuses on the web

-Unauthorized use of logos and images -Use of a company's name on a competitor's site -Unauthorized framing -Unauthorized use of a company's name or product in metatags. -Domain abuse and parody sites

Direct Marketing Association - Key Guidelines (all 9 are on page 390 [or 414])

-Use an honest subject line -provide clear and conspicuous opt-out -no third-party reselling -provide senders privacy policy

What are the two rues for copy?

-Use celebrities -explore contrasts

crafting the words - use kids and animals

-Using kids and animals have been a guideline of advertising since the Modern Age of advertising began. --Babies, toddlers, pre-schoolers, dogs, kittens, orangutans. Who can resist?

What are examples of convergence?

-Verizon offering Internet, -newspaper companies having Web sites, -NBC and Microsoft creating MSNBC, WebTV.

Cons - background medium

-We're not very engaged in it all the time, and we're not giving it our full attention. (-We have it on while we're doing something else—driving in our car, cleaning our apartment, talking on the phone.)

Textbook - Know early questions to ask when creating effective advertising.

-What consumer need does our product or service satisfy? -How does it satisfy differently from and/or better than our competitors product or service? -How can we reach consumers?

media strategies - Creative considerations

-What media will be most efficient? -Which media is best for conveying the communication objective? -Some campaigns work only on TV. -Some are stronger in print. -Media and creative have to work together to make sure the message works in the media planned.

Marketing Umbrella - Marketing - Price

-What will it cost? -What's the profit margin? -What will the market bear?

Marketing Umbrella - Marketing - Product/(or service)

-What's for sale. -What is the product? -What features will it have? -What is new, different, innovative about it?

To succeed at the branding process what three questions must you ask?

-Who buys the brand? -What do they want from it? -Why do they keep coming back?

Change is good? - Burger King Have It Your Way Case Study

-Will your next campaign be as good as the one you're thinking about dropping? There are no guarantees about that. -A great example is Burger King. Let's go back 30 years to Burger King's best campaign, Have it Your Way. -Since then, Burger King has had 16 different campaigns. Some include "Aren't You Hungry for Burger King now?" and "We do it like you do it when we do it at Burger King." And "Get your Burger's Worth." -Today, Burger King is not flipping campaign strategies and say it is committed to keeping "Have It Your Way." -Here's the real world truth: *executives and managers of brands get tired of the campaign way before the consumer. In fact, the consumer is just beginning to get it when the suits suggest it be changed.*

experiences of Silent Matures

-World War II was a big one. They lost fathers, brothers, husbands. -Before the war, they lived through the depression as children. They grew up with hardship and loss, many of their siblings and parents dying from common illnesses like pneumonia, the flu, and infections. -But, they did see huge advancement in medicine and science—like the polio vaccine, the first heart transplant, penicillin, and the first manned space flight.

Pros - Sizes

-You can have large ads, small ads. Full page to a small 3-line Classified ad.

Textbook - How does a company connect its attributes and positioning in the marketplace? (page 624-625)

-a logo can do this but not alone, a *brand identity system* needs to be employed The visual identity is the better known part of the brand identity system. It uses the elements of the corporate identity system but is wider and deeper. The building blocks of the system include a company's name, trademarks, tagline, and logo. It also focuses on the elements that come together in almost any communication: imagery, typography, design, color, and consistent message. It may include a system that maps different communication vehicles (e.g., brochure, web site, direct mail, and CD-ROM) to audience content and production values. Education and training may play a part in the system.2Without a consistent and cohesive approach to brand identity, a company's communications may not generate the desired results. There are also digital issues. Lippincott Mercer, a brand-consultant company that currently helps manage identity (including Advanta, Kraft, Nissan, Bayer, Samsung, McDonald's, Borders,Walgreens, Medco, Olive Garden, Coca-Cola, Deloitte Consulting, and Ameriprise Financial), believes that globalization and consolidation will continue as major business trends for many years to come. As a result, advanced communications and information technologies, such as the Internet and company intranets, will provide firms with bold new avenues for delineating and projecting their corporate and brand identities.

Know the definition of niche marketing and its purpose and be able to recognize examples.

-a strategy that focuses on competitively narrow windows of opportunity with a broad product market or industry -uses images, situations and language that are immediately understood and resonate with your target.

Textbook - Trend Watching - Macro Trends

-about big issues - our definitions of happiness, success, and fufillment -develop from the way people think -emerge when people feel dissatisfaction with the status quo in their own lives or society

Emphasis

-accenting or focusing on an element to make it stand out. -(Keep in mind it can also be a group of elements.)

3 groups of users - active, information seekers

-actively in the market for a product or service. -seen the website in an ad, -they may have found it in a search engine, -or they are familiar with the brand

Continuity - Attitudinal Similarity

-ad expresses the *same idea* from ad to ad, and not necessarily a theme line. example Nike is a great example here. The subject of its ads change, there really aren't any words, the name of the product is gone, and even the Just Do It isn't a big deal. But the attitude is the same in all of them.

What does the advertising analysis report?

-ad strategy -measures for how the media has chosen to reach the intended audience. -ad budget

Textbook - What is needed for the successful use of packaging as a marketing tool?

-adopting a package that is conducive to getting shelf space at the retail level. -A unique package with strange dimensions, protruding extensions, or nonflat surfaces is going to be rejected by many retailers. -A package must be easy to handle, store, and stack. It should not take up more shelf room than any other product in that section, as a pyramid-shaped bottle might. -Odd shapes are suspect:Will they break easily? Tall packages are suspect:Will they keep falling over? -The package should be soil resistant. Does it have ample and convenient space for marking? The product should come in the full range of sizes and packaging common to the field. -For products bought on inspection, such as men's shirts, the package needs transparent acing. -Small items are expected to be mounted on cards under plastic domes, called blister cards, to provide ease of handling and to prevent pilferage. Often these cards are mounted on a large board that can be hung on a wall, making profitable use of that space. -Once we have considered the requirements of the retail trade,we can turn our attention to designing a container that is both practical and eye-catching.

Textbook - Know the challenges faced by advertisers in Positioning.

-advertiser must be careful not to damage current product image by changing appeals and prematurely expanding into new markets -finding an attribute that is important to a major segment that is not already claimed by a competitor

Textbook - Social Class Stratification

-advertisers have discovered that using several variables gives a more accurate prediction of consumer behavior than a single demographic. -experienced advertisers have recognized that peoples aspirations usually take on the flavor of the social group immediately above heir own. -social group structure helps explain why demographic categories sometimes fail to provide helpful information about consumers.

Textbook - Know unique characteristics of a radio buy - Page 285, maybe 287?

-advertising inventory is perishable, and when a spot goes unsold, revenue is permanently lost -radio is normally used a supplement to other media. Therefore, coordination with the total advertising plan is crucial for most radio sales. -every radio buy is unique. Almost all radio advertising is sold in packages of spots that are tailored, to some degree, to each advertiser. -because of the unique nature of each buy, a fixed rate card rarely exists for radio advertising. Pricing is largely the result of negotiation between media buyers and radio sales persons.

1870 - Why was the First Federal Trademark law passed?

-after the Civil War, there was tremendous growth in product manufacturing. -So, the government got involved and passed the first Federal Trademark law.

Textbook - What are the Modern-day issues facing advertising agencies? (pages 151-155)

-agency holding companies created meg-media buying and planning agencies that became profit centers to attract global clients in an effort to become more cost effective. -as a result, many clients *unbundled their media* from their agencies and gave them to a single-media agency to buy and place -*interactive agencies* have risen in importance as clients have attempted to deal with the mobile, web, iPhone, blog, consumer generated advertising world. -they have become mainstream.

What does corporate identity mean?

-all the ways a company identifies itself -new corporate name, -logo -color of its buildings.

Textbook - What is included under the "umbrella" of corporate identity/corporate mark? (page 624)

-all the ways a company identifies itself from a new corporate name and logo to the color of its building -corporate personality, history, reputation, and vision

Textbook - Life-Stage Research

-allows a company to segment the market and the advertising appeal according to specific consumption patterns and groups. -advertisers can find syndicated research services that analyze young singles, newlyweds, young couples, mature couples, and teenage households. -by analyzing these segments subgroups, advertisers begin to get a clearer picture of buying behavior and lifestyles. -advertisers need knowledge of the life stages to help them develop and understand the changes taking place today in the twenty first century so they can create more effective integrated marketing communications.

Changes - HD Radio

-allows traditional radio stations to deliver additional programming on the same bandwidth with higher-quality sound. -may revitalize AM stations -requires a special reciever, but not a subscription

Zoned editions and zoned preprints (FSI)

-also called free standing inserts -relatively new flexible option. -Newspapers have been able to deliver special sections to zip-code specific areas. -So advertisers who only want to reach a smaller segment of the population can do so in a printed zoned edition. -Or, if a pre-print advertiser wants those inserts only delivered to certain zip codes, those preprints are inserted into the zoned editions. -By the way, the number one preprint advertiser? Procter & Gamble.

Textbook - How does an emphasis on reach versus frequency in the communications strategy affects media tactics and budget? (page 230-231)

-although the relative weight given reach and frequency can be adjusted, the overriding constraint on the total weight of the advertising schedule is the budget -reach frequency, and continuity must be balanced against the demands of a fixed budget -media planner has control over reach and frequency -the budget is a strategic decision largely determined by the client -the decision to emphasize reach or frequency in the communication strategy will most definitely influence the media tactics -a number of tactics can be used when reach or frequency is desired.

Textbook - What is a a full-service agency? (Page 155)

-an agency that handles planning, creation, production, and placement of advertising for advertising clients. -it may also handle sales promotion and other related services as needed by the client

Marketing Umbrella - Sales Promotion

-an extra incentive for a customer to make an immediate purchase. (examples: cents-off coupons, special sales price, point-of-purchase displays, contests with prizes like trips or merchandise.)

TMC - Total Market Coverage

-another flexible option newspapers have created to extend reach even more. -Newspapers will produce a special product and they deliver it to every household that does not subscribe to the newspaper. -So if an advertiser wants to reach everyone in Central Florida, they buy ROP and TMC

lettershop

-another name for mail house. -coordinate the job of printing all the direct mail, getting it postal-ready and delivering it to the post office.

mindset/attitudes of Generation Y

-assertive, emotionally expressive, question all -self-absorbed -grew up with divorce as norm -technologically savvy -fewer global boundaries -skeptical

Textbook - Cohort Analysis

-asses users lifelong values and preferences and develop strategies now for products these consumers will use later in life -cohorts are generations of people with the same birth years and core values -these values are formed by significant events between the ages of 13 and 20 and endure throughout ones life. (great depression, sexual revolution, television, computers, divorce) -combines demographics, psychographics, lifestyles, and behaviors and adds to the consumer profile by examining the past as well as the present -by identifying a generations collective hot buttons, mores, and memories, advertisers can hone messages and create persuasive icons to better attract that generation. -this kind of research can aid in developing a product marketing plan that follows the lifetime of a consumer.

Textbook - What are the characteristics of a steady schedule? (page 233)

-audience awareness peaks fairly quickly (after about 20 weeks) -afterwards shows little if any increase

What is broadening?

-avoiding ruts. It's about trying new things, new ways to do things. -exposure to new things gives you more tools to work with to solve your problems creatively

Cons

-background medium -fragmentation -lack of reliable research

Textbook - What traits must your copy have to be considered "good"? (page 502)

-beginning, middle, end -transition must be smooth from one part to another

Newspaper Categories - Co-Op - Co-Op advertising is a great way to build relationships between who?

-between manufacturer and distributor. -There is a great deal of co-op money available, and local retailers don't take advantage of it. -Many newspapers will have co-op departments that work with local advertisers to get co-op dollars for local advertising.

Cons of Direct Response - concerns about privacy

-both on the part of the public (who are consumers) and on the part of government. -regulations at the state and federal level that limit a company's ability to reach prospects. -This is especially true for Internet marketers.

Textbook - Where can inspiration from advertising can come from? (page 523)

-brainstorming or free association -crazy idea -usually comes when you arnt looking

Textbook - Define niche marketing - Page 133

-broad demographics are more narrowly defined -combination of product and target marketing strategy. -It is a flanking strategy that focuses on niches or comparatively narrow windows of opportunity within a broad product market or industry. -its guiding principle is to pit your strength against their weakness. -it can gain a product entry into a larger market by attracting a small part of the larger market that is not being served by the competition. -It can also cater to latent needs that existing products do not adequately satisfy.

Textbook - Know advantages of spot radio - page 280-281

-builds added reach and frequency against selected target markets -opportunity to act quickly to changing competitive challenges -hit narrowly segmented markets with little waste circulation -provide added weight in selected regions or individual markets to companies with a national presence that have a widely differentiated market potential. -allow national companies with extensive retail outlets to build on their national brand awareness with localized spots directed at the local community. -flexible -low cost

Media Buyer - What does executing the overall media plan entail?

-buy the space -secure the time -do all the paperwork to get an ad where it needs to run.

4 trends - Interactivity

-bypassing of traditional media. -Buyers and sellers deal with each other one-to-one. -Who decides the future of advertising? The consumer.

What are the only two mediums growing faster than outdoor advertising?

-cable TV -internet

What are great frequency vehicles, and why?

-cable TV, like the Food Network. ---You can get placement for a relatively low cost and you reach the same core viewers

types of headlines - promise of an existing benefit

-calling attention to something overlooked or not known.

list compilers

-can be brokers, but they are the group who takes lists from different sources and combines them into a single, clean list.

What is a fee arrangement?

-can be negotiated when commission on media is not enough. -This is especially true of accounts that don't have much of a media budget. -So a monthly fee, or project fee, will be charged.

Associations - Audit Bureau of Circulations

-certifies circulation numbers twice a year, which affects rates advertisers can charge -have criteria and policies that must be followed to count circulation figures -same group that also certifies newspaper circulation.

Audit Bureau of Circulations (ABC)

-certifies circulation numbers twice a year, which affects rates advertisers can charge. -have criteria and policies that must be followed to count circulation figures.

Early Days - What is Francis Ayer (1875) known for?

-changed the client/agency relationship by charging clients what the publishers charged him for placing advertising. -He billed the rate, minus commission, and charged a fee instead. -In exchange for that, advertisers agreed to place all their advertising through the agency, instead of dealing with separate salesmen who may not be offering the best price. -This media commission changed the way advertising agencies worked—and made money. And the structure still exists today.

Names - What is the advantage of a coined word for a consumer

-clean canvas for the consumer—there are no preconceived notions.

logo design - What is a combination?

-combination of a logotype (stylized rendition of the company name) and a symbol. example -ucf logo combined with knightro

Marketing Umbrella - Advertising is a tool of marketing used to communicate what? about? to who?

-communicates ideas and information -about goods and services -to specific audiences.

Textbook - Compare online advertising to traditional media advertising - Page 395-396

-complementary relationship -during the same time that a person is viewing a television show, a typical Internet user may have visited 5 or 6 websites, and the advertising they were exposed to may have been more like outdoor, than traditional print or broadcast. -the online attention span makes branding more important than ever before -a number of companies have found that traditional advertising works better than online messages to encourage web site visits. television -television messages have high credibility -build brand equity among large groups of prospects very quickly -mass audience -formal programming -30 second commercials

Textbook - What are the Disadvantages of mega-agencies? (page 169) (page 162)

-conflicts with competing accounts -charge more -slower to react -arnt very flexible

What does the media research department do?

-coordinates both primary and secondary research data. -support the media planners with the information they need to do their job.

Textbook - What are the characteristics of imaginative speech? (page 502?)

-create copy that takes something ordinary and familiar and presents it in unexpected ways, then you are using the imaginative approach.

Textbook - What are the responsibilities of a copywriter? (page 519)

-creates words for the advertisement and maybe the advertising concept -understand art direction -concept thinker -works with the art director

Pros - Editorial Environment - The editorial environment creates high _________ with readers.This creates a _______ environment for advertisers.

-credibility (They trust what they read in the paper. ) -positive

marketing analysis - consumer profile

-demographics, -lifestyle, -geographic location, -level of product usage

Psychology - VALS (Values and Life Style) is designed to predict what?

-designed to predict consumer behavior by profiling the psychology and demographics of U.S. consumers.

Newspaper Categories - Display Advertising - local 49.6%

-designed—they have headlines and visuals and logos and slogans and phone numbers -ads for local businesses, organizations and individuals. -Retail ads fall into this category, even if they're a national retailer like Macy's

Textbook - Trend Watching - Micro Trends

-details in the big picture -tangible manifestations of the macrotrends in fashion, music, and sports activities macrotrend neotraditionalism = microtrend cooking schools popping up early adopters = trendsetter, young people

What does the consumer behavior trend Time Famine/Poverty of Time/99 lives mean for brand messages and advertisements?

-different labels for the same *consumer behavior trend*. -People are busier today than ever before. -They have more information coming from more channels than ever. -They have itty bitty attention spans. -They have huge distractions. -Basically, we all have ADD. -creators of these brand messages and advertisements that convey them must be lightening fast.

Sweeps Weeks

-during these periods, ratings are taken for all television markets -efficient and relatively inexpensive means of estimating quarterly local marketing ratings -local market stations have sometime used the period to artificially distort their ratings by airing sensational news exposes and special promotions and pressuring networks to program their best miniseries, movies, and specials to support their affiliates during sweeps -the result us that sweep period ratings of local stations may have little relation to the 36 "unrated" weeks -Advertisers are extremely frustrated by what they see as inflated ratings and the accompanying higher commercial rates they pay for them. -the alleged abuses have resulted in increasing calls for measuring local audiences on a continuing bases

Textbook - How does the color black impact consumers? (page 649)

-elegant -sophisticated -implies a sense of class and quality

What is the approval process for a comprehensive layout?

-emailed as PDFs to clients, but they do require a signature for approval.

Marketing Umbrella - Advertising employs what?

-employs paid time and/or space.

1924 - The first book on trademarks defined a trademark as?

-established the character of a company and influenced the appearance of a company.

Network Buys - Why are Avails needed?

-even if demand goes up, they have no additional inventory to offer advertisers. -So networks have to ration prime commercial spots among their major advertisers.

Textbook - Why would a campaign be scrapped? (page 657?)

-executives and managers of brands get tired of the campaign way before the consumer. -In fact, the consumer is just beginning to get it when the suits suggest it be changed. -expand into other target markets

Textbook - What are the elements of a successful creative concept? (page 519)

-expressed clearly -combines words and visuals -words describe what the basic idea is -visuals illustrate what words say or reinforce words or provide a setting that makes the words more powerful -grab attention -get across the main selling point and the brand name

Marketing Umbrella - Personal selling is ___ to ____ selling.

-face-to-face selling of a product or service. (Examples: -Girls Scouts do this every January when it's Girl Scout cookie time. -Perfume sales people in department stores are personal selling representatives -Pharmaceutical sales are largely a personal selling category.)

Textbook - Why do agencies provide integrated services? (page 155)

-financial: clients have been moving dollars from advertising to promotion, and clients want their communications integrated. -agencies are trying to change and supply those needs -Integrated services: efforts to coordinate a client's entire marketing mix, including public relations, promotion, direct marketing, package design, and so on.

The average time consumers spend viewing commercials is down due to what?

-first *VCRs* and now its *DVRs*.

experiences of Generation X

-first steps on the moon, -AIDS epidemic, -Challenger Explosion, -recession—during which many of their parents ---great career and financial losses, -9/11 terrorist attack, and -dot com boom and bust.

Know the definition and characteristics of the process of Positioning.

-fitting the product into the lifestyle of the buyer -Positioning is the perception a consumer has of your product not unto the product itself, but against the competitior.

TAB - Traffic Audit Bureau

-for Media Measurement -authenticates audience data.

Textbook - What are the characteristics of the AAAA? (page 154)

-founded in 1917 -national trade association representing the advertising agency business in the united states -virtually all large multinational agencies are members -more than 50% of its membership bill less than $20 million annually -its a management oriented association that offers its members the broadest possible services, expertise, and information regarding the advertising agency business. -in 2009, simplified names to 4As -allowed associate member agencies from outside the united states

Textbook - Why are shelter posters attractive to advertisers? - Page 375

-generates extremely high frequency among commuters -Cpm is only a few cents -they have every bit as much impact as the big boards and can be viewed closer at eye level

sociology - Cohort analysis

-generational marketing -look for the common experiences shared by a group of consumers between age 13 and 20. Like The Great Depression, the 9/11 attacks. -before they take that generational profile, they start with demographics and lifestyle, and psychographics, and they layer on the cohort of generation.````

Pros of Direct Response - Can reach any prospect on what three basis

-geographic basis -product use basis -demographic basis If you want to target them, you can find them through direct response.

types of headlines - provocative headline

-get attention through clever verbal twists

Pioneering Stage - What are the three pros of the Pioneering Stage?

-get out in front of your customers before the competition. -define the category to best reflect your product. -become known the market leader

Pros - great supplement

-great supplement to other media. - can be very helpful to reinforce a particular message to a specific demographic (-Radio can direct people to look for an ad in Sunday's paper, to watch a TV show for a chance to win (explained in the TV commercial radio is driving listeners to))

Creating TV - Demonstration

-greatest strength as an advertising medium -It shows stuff—before and after, how it works, why it's better, the problem, the benefit

Know the definition/characteristics of benefits and attitude segmentation.

-group individuals by what they want in a product -Spanx (www.spanx.com) is a pretty fascinating product to me. They are "compression garments." Very expensive, sold in upscale retailers. I can imagine its segmentation was something like: women who find visible panty lines horrid fashion flaws or are uncomfortable with the shape of their bodies and want compression garments that suck them in so they're a half size smaller.

Cons - What are some reasons for the 1% a year drop in circulation?

-growth of single-family households and two-income households (which have less time for reading daily papers) -younger demographic segments that never developed the habit of reading the paper -competition of television and the Internet.

copy styles - factual

-hard core information the consumer needs to make a decision. -spell out how the products works, how it's made, why it's better than the competition.

criteria by which evaluators assess packaging - 1. Recognition

-has to attract attention. This can be measured with research—how long it takes and what's most memorable.

Textbook - What are the Advantages of mega-agencies? (page 169)

-have huge networks -greater reservoir of talent and an ability to shift portions of accounts from one agency to another without going through the time consuming and confusing agency review.

Fallon McElligott is another renown agency, and its philosophy is: "The crucial part of the creative process is what we call relentless reductionism. Relentless reductionism leads to _____.

-having the discipline and will to drive for *focus* -a focus that results in a single-mindedly compelling idea

Textbook - What are the elements of a layout?(page 523)

-headline -illustration -copy -logotype -maybes: -subheadline -illustrations of varying importance -coupons

What can emphasis be on?

-headline -photo or illustration -copy block -it cannot be more than one of those things. -One thing is dominant and one thing only.

What should communicate the idea immediately?

-headline -visual -logo

Textbook - How do trademarks and product names impact brand identity? (page 624-625)

-helps connect a company to its attributes and positioning in the marketplace

Why are partial runs good for the advertiser? (2 reasons)

-high circulation numbers. But it -allows the magazine publisher to compete with regional magazines.

Pros - Engagement

-high level of engagement with readers.

Product-User Segmentation

-identify consumers by the amount of product they use. -Beer companies love to target those beer drinkers who consumer a case a week. "Heavy users," they call them. Or you might have "occasional users," and so on.

What can the color blue do?

-implies cleanliness and purity. -induce thoughts of sky and water. -conveys feelings of serenity, prestige, confidence, knowledge, and credibility

Textbook - Be familiar with ABC rules in regards to subscription prices. - page 311?

-in order to qualify as paid circulation, copies must be sold for 50% or more of the standard subscription price. -the rule was initiated to prevent newspapers from simply giving away unsold papers and counting them as normal circulation in determining advertising rates

What does the color red say?

-increases our heart rate and adrenalin. -communicates power and vitality. -stimulates a desire to conquer. -conveys a sense of structure, sensibility, practicality, and dependability

Lifestyle Segmentation

-involves identifying targets by several lifestyle and demographic traits. -Female yo-yo dieters might be a good target for Curves athletic club.

Benefits of Niche Marketing

-it can provide entry into a larger market by attacking a small part of it not being served by the competition. -it can serve needs that existing products don't.

Pros - Why is outdoor advertising image on the upswing?

-it has diversified product categories, and creativity seems to be the only limit.

*What is a reason why 72% of the Hispanic population uses social media?

-it is a great way for family members to stay connected, -and family is very important to Hispanics

Names - What is one disadvantage to having a dictionary words for a brand name and a trademark?

-it is harder to defend your trademark legally. (It's an existing word, so how can you own it?) -translation can be a problem if you ever distribute internationally. (Chevy Nova in Spanish meant "no go." So the name was changed to Caribe.)

Why was YouTube expected to lose $470million in 2009?

-it will spend $711 million in: -licensing -hardware -marketing

The intent behind retentive stage ads is to do what two things?

-keep present customers -increase the size of the product's total market.

What are examples of social media engagement?

-liking pages, -pinning brands -consumer posting or sharing links on personal pages.

4 motivations - how do markets use exclusivity to dive sales?

-limited editions. -Only selling "The Little Mermaid" DVD for a limited time (and then she's locked in the vault forever!), -member-only deals and opportunities.

Cons - How does lead time limit the advertiser?

-limits the ability for the advertiser to be timely with messages. -You can't be competitive with pricing or market conditions.

What is a Building Block Strategy?

-line up the potential media by highest circulation or viewership to lowest. -buy as much as you can from the highest part of the list, and you fill in with the lowest to get the numbers you need.

pros - low cost

-low-cost factor to buy that makes it attractive as a medium. --You can buy LOTS of radio for your money.

What is the color white often used on?

-lower-fat and diet foods. -associated with dairy products and so implies the ultimate in freshness and purity.

Pros - Audience Selectivity

-magazines targeted to nearly every demographic segment -magazines for virtually every interest group -Virtually all consumers read at least one magazine once a month

Textbook - Be familiar with Arbitron - Page 284

-major source of local syndicated radio ratings -dominant company in radio research -provides audience data -measures radio audiences in 300 local markets through listener diaries. outside of the home tracking ppm

What can the color yellow do positively?

-make product packages look larger. -convey a cut-rate price image.

crafting the words - talk to your audience

-make them know your advertising message is directed at them, when you talk directly to them. -Use their language, their situations, the issues they face. -example: idk my bff jill

Consumer Relationship Marketing - CRM

-management concept that organizes a business according to the needs of the consumer -core principle of both direct response and Internet marketing -Consumers feel empowered in an interactive media environment and they use this sense of empowerment very proactively -builds customer loyalty and retention, and has a higher response rate in marketing campaigns.

Textbook - Compare the ratio of advertising content to total content in a newspaper. - Page 292, 297

-many newspapers have as much as 60% advertising content -more than 50% of all newspaper space is devoted to advertising

Textbook - Know the reader involvement of newspapers - how does this effect read advertisements? - Page 292

-many newspapers have as much as 60% advertising content -average reading time is 30 minutes per day -means few advertisements are read

Know explanations of the techniques of the marketing plan

-market segmentation -situation analysis -geographic segmentation -Product-User Segmentation -Lifestyle Segmentation

Textbook - What is the added role of media planners? (page 213)

-marketing specialist and strategists

Textbook - How does media convergence affect advertisers? (page 214)

-may expand promotional opportunities for advertisers

What do you explain in the Justification and summary section?

-measurable results: -how it will be *measured* -*back up plans* for schedule adjustments, if needed

Textbook - What are the roles and responsibilities of the vice president for marketing services in a traditional advertising agency? (page 159)

-media planning -media buying (if the creative agency handles media) -research -sales promotion

What is surrounding?

-mixing up the people and things around you often. -Getting different perspectives. Hearing different points of view. -All of which will have you thinking of new ways to solve the same old problems. -Broadening your views or activities like this will give you more to draw from the next time you need to solve a problem

Magazine Types - Trade

-more refined audience. -written for and distributed to individuals in a specific company or profession or industry -The ads in inside them are for products and services that are of interest to that audience.

Textbook - How does the color yellow impact consumers? (page 649)

-most visible -makes packages look larger -conveys a cut-rate price and image -can detract from perceived quality of the product

criteria by which evaluators assess packaging - 2. Imagery

-must project a brand image that works with the objectives. -It must reinforce advertising.

3 types of Personal Names

-names of real people (Estee Lauder, Donna Karan, Calvin Klein.) -made up names (Betty Crocker.) -historical names.

What are examples of qualitative factors the media planner is looking for?

-newspapers are about information. -Television scores higher as an emotional medium. -Direct mail is about personalization. -The brand message will work best when it is not in conflict with these qualitative factors.

Newspaper Categories - Co-Op

-not a large part of current newspaper revenue -has a long history with newspaper -the result of the national/local relationship with so many companies. -Co-op advertising is placed by the local advertiser, but paid for, all or in part, by a national advertiser. -For example, Ford might have a newspaper ad all designed and ready to go, and a portion of the ad is left open for a local dealer to insert his or her information. It may because of special pricing incentives nationwide. It may be to promote a particular model.

logo design - What are Abstract Symbols not good for?

-not good for small budgets

*Internet's role in advertising - Builder of customer engagement

-one of the greatest strengths of the Internet in advertising. -get consumers engaged in Web sites -create an emotional connection with the brand -Some sites include some kind of game. Others have social networks. Blogs allow company and customer to have conversations and interact. -The possibilities are endless.

Pros - one-one-one

-one-on-one relationship creates a *credibility* that carries over to the advertising messages. (-more than any other medium, has a strong relationship with its audience. -We listen to the radio alone, primarily, and we feel a connection with it.)

Textbook - What is consolidation of ownership? - Page 361

-only a few years ago, the outdoor business was made up primarily of local companies that provided little audience research, had no national force, or had limited funds to upgrade their facilities. -todays industry is dominated by large conglomerates that control hundreds of sites throughout the country. -these companies are in a position to deal effectively with large national and regional advertisers to gain a larger share of their advertising budgets.

To be most effective with a split run how many items can be tested at a time?

-only one item can be tested at a time. -Like different headlines. Or different pricing options. But not both.

mindset/attitudes of baby boomers

-optimists/idealists - Their mindsets and common experiences led them to be optimists and idealists -as old as I say I am - Boomers do not like growing older. The get to define their own age and don't like stereotypes centered around their calendar age. -busy, busy, busy (work, work work) - Boomers have packed calendars. Their parents worked to live, and they live to work. They are busy, busy, busy -competitive - They are competitive with their siblings, their co-workers, their neighbors. Who has the bigger office, the larger title, the fanciest car. Status matters. -buy now, pay later - Financially, they have a buy now, pay later attitude. And their obsession with careers gives them a sense this is possible

trivision

-panels of the board move, much like a vertical blind, and show a new poster. -Typically, three different advertisers can share the same location. (-innovation in outdoor that increases the number of advertisers that can be on a single location. - digital boards are in their infancy. -Plasmas, big screens, trucks on highways blaring messages, this is all just beginning. -some early controversy because some critics say the messages, because they move, are too distracting. )

Textbook - Know what brand marketers should be sensitive to when seeking new Niche opportunities.

-pay attention to marketing basics -changing shopping trends -demographics -marketing strategy -delivery on commitments

Leo Burnett proved that its the _____ not the ______, that really captures the consumer's attention.

-pictures -prose

What did the The Highway Beautification Act restrict?

-placement of outdoor signs along interstate highways -stiff penalties to states that didn't control signs within 660 feet of interstates.

Textbook - How do you present a campaign for approval? (page 667)

-present a statement of the companys marketing goals -the philosophy and strategy of the advertising are described, together with reasons for believing that the proposed plan will help attain those objectives -after the ads or commercials are presented, along with the media proposal and plans for coordinating the entire effort with that of the sales department

What are great reach outlets?

-prime-time TV -daily newspapers -large circulation magazines like TV Guide and National Geographic.

What does the CPM formula work on?

-print (newspaper and magazine) -broadcast (radio and television)

value of an appeal in advertising - advertising motivates people by appealing to what their? And it offers a means to?

-problems, desires, and goals -solve those problems.

Ad Council - Advertising Council

-producing advertising with an advocacy message. --creative and production work is done for free by the Council, and -many TV and radio stations, newspapers and magazines run the ads free of charge.

marketing analysis - product analysis

-product benefits, -pricing -competitive environment.

Textbook - What are Characteristics and examples of trademarks? (page 626)

-proper terms that identify the products and services of a business and distinguish them from the products and services of others -word, design, combination of the two, used by the company to identify its brand and to distinguish it from others -may be registered and protected by law -can include letters, numbers, slogans, geometric shapes, pictures, labels, color combinations, product and container shapes, vehicles, clothing, and even sound

Cons of Direct Response - need for constant updating

-prospect lists—postal addresses, email, IP and phone numbers—need constant updating because Americans move a lot. -These prospect lists are a significant cost in the direct response effort, and investment is needed to keep your prospect lists up to date.

Textbook - Characteristics of Packaging - Structure (page 644) 647 648

-protect the package contents (utilitarian) -meet reasonable cost standards marketing issue -adopting a package that is conducive to getting shelf space at the retail level -easy to handle, store, stack -not take up more shelf room than any other product in that section -soil resistant -come in a full range of sizes and packing common to the field -eye catching

Textbook - What is the purpose of the Federal Trademark Dilution Act?

-provided owners of famous trademarks with a federal cause of action against those who reduced the distinctiveness of such marks by the use of the same or similar trademarks on similar or dissimilar products or services -does not require proof or likelihood of consumer confusion -anti counterfeiting consumer protection act of 1996 amendment

Textbook - What abilities does right side of your brain provide? (page 519)

-provides intuition -processes information in parallel -controls the creative process -thinks in mental images -thinks nonverbally -responds to color -artistic -sees the big picture

Textbook - What abilities does left side of your brain provide? (page 519)

-provides reasoning -controls verbal skills (a characteristic of good talkers) -processes information -thinks in language -works linearly and methodically

List brokers

-puts the holders of the list together with the companies who need the list. -determine if the list is out there, how large it is and how much it will cost.

What is the goal of brainstorming?

-quantity of ideas -The only way to get one sure-fire idea is to get lots of ideas.

Pros - Mobile Medium

-radio goes with the consumer on their way to the mall or the market, *reminding* them of your product. (-Whether or not a consumer will pull into another shopping center because of a radio ad is debatable, but it is with the consumer while they are moving around. It is a constant in their day.)

Textbook - Compare light television viewers to radio listeners - Page 273

-radio reaches light users of other media -light viewers of television spend more time with radio than they do with television. -in addition, radio can fill in gaps in both newspaper and magazine coverage of prime audiences.

Pros - Long Shelf Life

-repeated exposure to the message because of long shelf life

House Mark

-represents the business. -Procter & Gamble and General Motors are two good examples.

Textbook - How do brand identities affect networks like The Discovery and Weather Channels? (page 220)

-research has shown that networks also have distinctive brand identities that appeal to certain demographic and buyer categories -high brand identification for a network does not always translate into short-term viewership -neither network averages 1% of the viewing audience -however, it bodes well for these networks as audience fragmentation drives more viewers to niche vehicles.

mindset/attitudes of slight matures

-respect authority - They gave selflessly for the good of their country. They are often referred to as "the last selfless generation in America." They wanted a better world for their children and grandchildren. -duty before fun - You see this in their professional, religious and family lives. -spend only what you have saved - Financially, the Depression had a huge influence on them.They spend only what they have saved. They waste nothing.

Textbook - Characteristics of Packaging - Challenges (page 643)

-revamping a product can be risky -if a product looks too different from before, companies may alienate loyal customers -a product with strange dimensions will be rejected by many retailers -odd, tall packages are suspect -

Textbook - What are the Techniques for creating visual similarity?

-same typeface or virtually the same layout format so that consumers will learn to recognize the advertiser simply by glancing at the ads. -making illustrations about the same size in ad after ad and/or the headline about the same length in each ad. -these examples pertain to print, but the look could easily be carried over to television or direct marketing -use the same spokesperson or continuing character in ad after ad. -use the same demonstration in ad after ad from one medium to the other. -UPS has used the same brown as a way to keep a little continuity.

Balance - The elements should look ______ and _______.

-secure -natural

Psychology - VALS - Advertisers can use VALS typology to do what?

-segment particular markets -develop marketing strategies -refine product concepts -position products and services -develop advertising and media campaigns -guide long-range planning

Textbook - Know the relationship between the product and the buyer in the Positioning process.

-segmenting a market by creating a product to meet the needs of a select group of people or by using a distinctive advertising appeal to meet the needs of a specialized group, without making changes in the physical product. -positioning is another term for fitting the product into the lifestyle of the buyer -give a product meaning that distinguishes it from other products and induces people to want to buy it -position the product in the mind of the prospect -motivations, lifestyles, values

Psychology - VALS segments respondents into ______ clusters, each with distinct __________ and _________ ________ patterns that reflect different primary _________ and available ________ and material resources.

-segments respondents into eight clusters of consumers, each with distinct behavioral and decision making patterns that reflect different primary motivations and available psychological and material resources.

Textbook - What are the Characteristics of a good headline? (page 494)

-short, simple words, usually no more than 10 -invitation to the prospect -primary benefits -name of the brand -interest provoking idea to gain readership of the rest of the advertisement -words should be selective, appealing only to prime prospects -should contain an action verb -give enough info so that the consumer who reads only the headline learns something about the product and its benefit

Textbook - What are the characteristics of a strong idea? (page 520)

-should be based on a simple idea

What is a comprehensive layout?

-show copy in place (which is usually approved separately by the client) -all other elements are placed where they will be in the final ad.

*Adserver basics from google - Web ads constantly change based on who's viewing the ad and page content. What does this show and what need does this satisfy for media planners?

-show the Internet's ability to target, -which speaks to media planners' *need for effectiveness* in ad buys.

*Adserver basics from google - Advertisers have a central place to track performance of ads across different sites so they can compare results. What does this show and what need does this satisfy for media planners

-show the Internet's ability to target, -which speaks to media planners' need for effectiveness in ad buys -speaks to "efficiencies", because media planners can make *informed decisions* about what sites give the most *return on the investment*.

The Media Strategy gives the specific _____, ___________, and ________ selected for the campaign.

-shows -publications -stations

objectives of direct response - direct order

-soliciting and closing a sale. -All the information is in the advertising piece for the consumer to make a decision.

types of headlines - selective headline

-something in them that immediately resonates with the audience. (It's mom speak, or teen speak.)

Textbook - How and why Snickers adapted its campaign

-sometimes companies will try to expand targets with different kinds of promotional efforts. -Snickers moved their campaign strategy from "hunger" to "satisfaction" because it is broader. -The "Most Satisfying" campaign included television, viral, and outdoor. The television ad featured a troubadour who sang a Snickers ballad in a deadpan manner with an acoustic guitar. -He was featured in the viral effort. The web was used as a conduit for devotees to create their own messages and write songs. -Adding online advertising to a television campaign boosts brand awareness, but the inclusion does little to impact sales, according to a study by Dynamic Logic.

Broadsheet

-standard newspaper page. -It is 21 inches tall. Widths are changing all the time as publishers try to cut paper costs, but it is about 12" wide, give or take. -The Orlando Sentinel is a broadsheet, as is The New York Times.

Textbook - Consumption Research

-studying consumers consumption patterns help them learn more about their target audience. -can give insight into where to focus their advertising efforts -helps identify marketing strategies for specific groups -volvo, the new yorker, whole foods = democrat -hunter fisher, pickup truck = republican

Textbook - What are the realistic expectations of a media planner? (page 213)

-supervise all areas of the advertising campaign as it relates to the use of media -marketing specialist and strategists -anticipate future trends in communication and media and keep agency management and clients abreast of major changes

Textbook - What is the job description of a media planner?

-supervise all areas of the advertising campaign as it relates to the use of media -marketing specialist and strategists -anticipate future trends in communication and media and keep agency management and clients abreast of major changes

Layout Forms - Rough Layout

-takes that thumbnail and adds more definition and refinement. -Photos are placed. -Headlines are written and set in the font the art director wants to use in the final ad. -logos are put in place of ovals.

sociology - Micro Trends

-tangible manifestations, or simply said, the things people do. -They can come out of movies, fashion, music (and dare I say: advertising.)

Pros - Targeting

-target narrow audience segments. -And some of the segments are not heavy users of other media. (one of the greatest strenghts)

Textbook - Be familiar with a TAB (I think she meant TVB) study's analysis of TV as a news source compared to other media - Page 241

-television is the primary news source by 65% of respondents and newspaper less than 14% of respondents -televisions credibility as a news source carries over to positive attitudes attitudes toward television advertising -television ranked first as the most authoritative, exciting, influential and, persuasive

Run of Press (ROP)

-term is used for ads that run anywhere on the printed pages of the newspaper (not inserts or pre-prints). -When an advertiser buys an ad, the rate listed is for ROP—meaning the newspaper can run the ad anywhere within the newspaper. -However, tire companies don't want to be in Food or Lifestyle. They want to be in Sports, so they are charged a fee for asking for placement within a section. And, it's never guaranteed.

Textbook - name Examples of testimonials (page 500-501)

-testimonials are effective if they come from experts or people with relevant experience -people similar to you -dont fabricate -use full names appropriate titles

Newspaper Categories - Classified advertising - 26.4%

-the "want ads." -little, small space ads advertising everything from Plymouths to puppies. -Newspapers are losing classified revenue to Internet sites like Craiglist. -Classified is a powerful section to build readership.

experiences of baby boomers

-the Beatles invasion. -The Sexual Revolution. -end of the Cold War. -Wood Stock. -Women's Liberation. - first personal computer.

Whose medium is radio?

-the Copywriter's medium. -It's about the message. And that's what Copywriters create. (-It isn't about layout of elements on a page, and it isn't about the right photo or illustration, or the typeface. )

Textbook - Know the major purpose why psychology is used in advertising.

-the attempt to understand the underlying motives that initiate consumer behavior. -psychology is the study of human behavior and its causes -Three psychological concepts of importance to consumer behavior are motivation, cognition, and learning.

Cons - Fragmentation

-the audience of a particular station is small, and you can find the same audience at several stations. -So to get the same reach and frequency as you would in newspaper, you have to buy multiple stations and a lot of time on each one of them.

Textbook - What should a brand name convey? (page 623)

-the essence of a company, product or service, forming the foundation of any good brand

What is brand selling?

-the expression of a personality, an aura. -It's completely intangible. -It is largely symbolic.

Textbook -Know the definition/characteristics of Single-Source Data Analysis.

-the information comes from one supplier and is extracted from a single group of consumers -these data can be combined with other research sources to supply micrmarketers with a wealth of information on who, what, and how. -despite these micromarketing capabilities, research firms are far more adept at generating data than most clients are at using information.

3 groups of users - Surfers and Casual users

-the largest group for most sites. -must gain attention quickly

What is continuity?

-the length and time the campaign will run when you'll measure reach and frequency

Tab

-the more square size. -It is about 12" tall and about 11" wide. -New York Newsday is a tab. -(Some forecasters believe newspaper will shift to tab size in the future.)

In 2009, what did the government mandate for television? This mandate will bring more opportunity for advertisers.

-the move to digital tv -Experts predict the digital era will bring more innovation and creativity to TV advertising.

Textbook - What factors contribute to the flow of an advertisement? (page 510)

-the positioning of the various creative elements -send the readers eye around the page or screen to take in all the important elements: the illustration, headline, body copy, and brand name -

pros - great immediacy

-the timeframe in which you can reach the marketplace with your message -can get the message out fast (You can be on the air with a radio spot very quickly. Certainly in a day, maybe even a few hours. So if market conditions change, there's a major change in your business, you can get the message out fast.)

Are lists rented or purchased?

-they are rented and not purchased. -A marketer can only use the list one time—usually. -List brokers have ways of protecting the list to make sure it isn't used more than the agreed upon time

Early Days - What are Calkins and Holden (1890s) known for?

-they brought together planning, copy, and art, showing the way to combine all three for effective advertising. -This established advertising agencies as a creative center for advertising ideas.

Textbook - When is PI (per inquiry) advertising beneficial - page 406

-to companies with good products, but little capital example snuggie proactiv rosetta stone nutrisystem video professor

Textbook - Why do advertising researchers use sophisticated tools to achieve media cost efficiency? (page 224)

-to get a clear picture of consumers and the ways in which they interact with media and advertising messages

Textbook - Be familiar with niche magazines and how it affects advertising revenue - Page 321

-top magazines in terms of advertising revenues and advertising pages demonstrates a range of interests -Womens Health, People Stylewatch, and Everyday with Rachel Ray are among the leaders in advertising revenue growth in recent years. -Virtually the only thing these publication have in common is that they have been able to find a distinctive niche among both readers and advertisers.

Gross rating point, GRP

-total ratings for all commercial spots bought.

copy styles - what types of ads use the factual copy style the most?

-trade ads, business to business ads, and Web sites.

Textbook - What is the relationship between a service mark and a trademark? (page 627)

-trademarks can also be coined service marks -used to identify a service -a trademark for goods appears on the product or its packaging -a service mark is used in advertising to identify services

Textbook - What are the Techniques for creating verbal similarity? (page 662-663)

-use certain words or phrases in each ad to sum up the products benefits -more than a catchy phrase -set words that illuminates the ad and encapsulates the promise that can be associated with one brand only -Repeating the benefits, theme, and key copy points in ad after ad bestows continuity across all media and helps to build brand personality. -Mmm mm good. CAMPBELL'S -The ultimate driving machine. BMW -We'll leave a light on for you. MOTEL 6 -Good to the last drop. MAXWELL HOUSE -Imagination at work. GE -Aren't you glad you use Dial? Don't you wish everybody did? -You're in good hands with Allstate. -American Express. Don't leave home without it. -Have it your way at Burger King. -Is it true blondes have more fun? Be a Lady Clairol blonde and see! -You deserve a break today, at McDonald's. -Nike. Just do it.

How is Visual continuity achieved?

-using the *same layout*, the *same typefaces*, the *same colors*, in each ad in the campaign. -Some campaigns use the *same spokesperson* or continuing character. Like the Gecco for Geico. -Or the *same demonstration* from ad to ad. Like Verizon's "Can you hear me now?" example got milk?

What is flighting?

-very common media scheduling strategy -relatively short bursts of advertising followed by periods of low activity or no activity -works in TV, radio, print

objectives of direct response - traffic generation

-want consumers to visit a business and make a purchase

objectives of direct response - lead generation

-want to consumer to just ask for more information. -This qualifies sales leads and -allows for future follow up.

A slogan is your?

-war cry -mission statement.

When does an ad Bleed?

-when your ad has color that goes off the page on all four sides.

Textbook - What are the roles of words and visuals in a "big idea"? (page 519)

-words describe what the basic idea is -visuals illustrate what words say or reinforce words or provide a setting that makes the words more powerful

Names - What is a coined word?

-words you manufacture, make up examples: -Acura. -Prozac. -Viagra, -Mazola, -Advil.

Associations - Magazine Publishers Association

-works to advance the magazine industry -clearinghouse for research and information -offer services to members -lobby Congress for favorable practices

Newspaper Association of America

-works to advance the newspaper industry. -clearinghouse for research and information -offer services to members -lobbying Congress for favorable practices.

"Where are we today? How did we get here? Where are we going?" are part of the advertising planing process known as: a) Creative objectives b) Media objectives c) Situation analysis d) SWOT analysis e) Market assesment

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*IMPORTANT NOTE: Hulu started as a free service. But now it has a subscription service with more features as well as a free (but not as attractive) service. This business model could be used for YouTube and other Internet players in the future.

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Asuming you're the media planer, which of the folowing would be part of the creative predispositons you'd consider: a) Senior citzens want o buy biger homes for les money b) You're a cel phone company that seks to atract people via newspaper ads c) Tens are into radio in a diferent way than they're into print d) You have lots of copy so radio is our medium e) Complementary colors and harmonics

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Be familar with the world and national events that impacted the development of advertising agencies

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Buying the space, securing the time, and doing lots of paperwork are all duties of what position? a) Media researcher b) Media planer c) Media buyer d) Media cordinator

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Client X is seking for only a radio spot to be writen, produced, and placed. Which agency should they go to? a) Creative services agency b) A la carte agency c) Rolodex agency d) In-house agencies

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In simple terms, a full-service agency: a) Provides clients very specialized services without regard to overal client needs b) May offer to manage integrated marketing communications c) Ofers clients a minimum of the services required d) Is less expensive than partial-service agencies e) Limits its scope to increase eficiencies

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Know examples of social classes.

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Magazine rate structure - page 340 magazine elements - page 335-338

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Newspaper Categories - Online 8.2%

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Note:There are many visuals used in questions for Chapter 17, so the questions require application of the material.

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Textbook - Characteristics of a demographic competive set

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Textbook - How do trademarks and product names impact brand equity?

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Textbook - How do trademarks and product names impact the marketing procces?

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Textbook - Know what characteristics provide appropriate perspectives in which to study advertising.

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Textbook - What are the characteristics of color trends? (page 527, 530, 531)

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Textbook - What are the effects of media convergence on advertisers?

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Textbook - What are the interests of media planners?

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Textbook - What does advertising convey?

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Textbook - What effect does the interest of media planners have on other creatives?

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Textbook - What is advertising really about?

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Textbook - What is the method for relating sales, advertising budgets, and geography to determine what areas have the greatest sales potential?

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Textbook - What must you understand to develop great copy? (page 491?)

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Textbook - Where resources trademarks can be derived from (page 629?) (page 631?)

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Textbook - Who are the types of people clients historically approached for advertising agencies?

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Textbook - Why have many agencies spun off their media department?

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Textbook - who are the types of people clients ended up aproaching for advertising agencies

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What does AAAA stand for?

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What is Twitter best demographic?

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Zip codes, states, counties or census regions are all options, too

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Buying Outdoor - GRPs - 1 grp = _% of population

1

Cons - Through the 1990s, circulation dropped, on average _% a year.

1

Name the 5 characteristics of a Test Market

1. A citys demographic must fall within 20% of the national average 2. The city must be somewhat isolated 3. Local media should be relatively inexpensive 4. Citizens not extremely loyal to an one brand 5. Supermarkets are impartial enough to give new products display space on shelves

geographic segmentation

1. ADI (Area of Dominant Influence) 2. MSA ( Metropolitan Statistical Area) 3. Zip codes, states, counties or census regions

Marketing Umbrella - Integrated Marketing Communication is when a company used what 4 things in combination?

1. Advertising 2. Public Relations 3. Sales Promotion and 4. Direct Response

What 4 things should your slogan be?

1. Be short 2. Have a rhythm or a rhyme 3. Be on strategy 4. Last beyond a single campaign.

Textbook - What are the parts of the advertising planning process?

1. Brand Equity Audit 2. Strategic Options and Recommended Plan 3. Brand Equity Probe 4. Creative Belief (See kleppners_03 ppt)

Advertising is a communication tool that functions at its best with what two primary components?

1. Centralized exchange of goods. 2. An economy where supply exceeds demand

Mass Media Develops - What two events helped magazines gain more profits?

1. Congress passes low cost-mailing rates in 1794 2. The Postal Act of 1879

Name the parts of the media plan

1. Marketing Analysis 2. Advertising Analysis 3. Media Strategy 4. Media Scheduling 5. Justification and Summary

Premarketing era - What were the two laws about advertising?

1. No sign could be placed more than 8 feet out from a building 2. Sign has to be high enough so a man on horse back could clear it

Textbook - What are the steps of General Electric's model branding strategy and their characteristics? (page 629)

1. Pick a name 2. Create a memorable trademark. 3. Make a promise 4. Effectively communicate the promise. 5. Be consistent 6. Don't get bored.

What is GE's 6-step formula for developing a trademark?

1. Pick a name 2. Create a memorable trademark. 3. Make a promise 4. Effectively communicate the promise. 5. Be consistent 6. Don't get bored.

Name the 3 media strategies

1. Prospect Identification 2. Timing 3. Creative Considerations

Textbook - How do you determine the role of media in a finished campaign?

1. Prospect identification. -The prime prospect is of major importance in both the media and the creative strategy. -However, the media planner has the additional burden of identifying prospects. -The media strategy must match prospects for a product with users of specific media—both traditional and alternative. -This requires that prospects be identified in terms that are compatible with traditional media audience breakdowns. 2. Timing. -All media, with the possible exception of direct mail, operate on their own schedule, not that of advertisers. -The media planner must consider many aspects of timing, including media closing dates, production time required for ads and commercials, campaign length, and the number of exposures desired during the product-purchase cycle. 3. Creative considerations. -The media and creative teams must accommodate each other. -The creative team must know where the ads or messages will go. -Media has to be creative in finding a way to reach and engage consumers.

In order to protect a company mark or symbol the owner of the trademark must do what?

1. Pursue all known infringements. 2. Must notify the infringer 3. Use the name as a proper adjective, never as a noun or verb.

Three out of four products on the shelf are pre-sold, so a package has to stand out to be effective and increase sales. There are four criteria by which evaluators assess packaging, what are they?

1. Recognition 2. Imagery 3. Structure 4. Behavior

Textbook - Know the Market Segmentation Process.

1. Segment your market 2. Target a segment 3. Position your product for that segment 4. Communicate your positioning

Textbook - What are the characteristics of a national campaign for a consumer product?

1. Situation analysis a. Product analysis b. Prime-prospect identification c. Prime-prospects' problem analysis d. Competitive atmosphere and market climate 2. Creative objectives and strategy a. Determination of specific copy claims b. Consideration of various advertising executions c. Creation of ads and commercials (and other integrated communications) 3. Media objectives a. Media strategy—includes prospect identification, timing, and creative considerations b. Media tactics c. Media scheduling 4. Promotion plan (and/or other integrated programs) 5. Campaign approval 6. Research posttests

What are the 5 sociological variables?

1. Social Class and Stratification 2.Trend watching 3. Cohort analysis 4. Life Stage (also called Family Cycle) 5. Consumption research

What are the 4 trends that are impacting the new media function?

1. convergence 2. interactivity 3. creativity 4. engagement

What are the 3 objectives of direct response?

1. direct order 2. lead generation 3. traffic generation

Name the 4 phases of the creative process?

1. investigation 2. manipulation 3. incubation 4. illumination

Every other consideration is secondary to the function of the package except what?

1. must protect the contents.

The package must be designed with what two factors in mind?

1. must protect the contents. 2. must meet reasonable cost standards.

What was the reason for the 7% increase in outdoor advertising spending from 2006 to 2007?

1. need for brand awareness 2.more outdoor formats available to advertisers

Textbook - What are the critical development phases for creativity (per Joseph Wallas)? (page 522)

1. preparation 2. incubation 3. illumination 4. verification or evaluation

Magazine Features - partial runs can be broken down by what 3 categories?

1. regional 2. demographics 3. vocational or special interest

Textbook - Why is buying radio a challenging task to advertisers? - Page 275

1. the sheer number of stations, which creates a very fragmented environment especially when advertisers need to reach a general audience 2. clutter 3. mediums lack of a visual element 4. increased use of MP3 players and digital radio

Textbook - What are the basic means to attract attention to an advertisement? (page 525)

1. using the visual alone 2. using the headline alone 3. Using a combination of the visual and headline

advertising categories - Name the 5 kinds of direct response adverting

1.Direct advertising 2.Direct mail 3.Mail order 4.Telemarketing 5.Internet

Name the 5 target group characteristics studied before the creation of an advertisement.

1.Household income 2.spending habits 3.marrieds 4.age, gender, single person households, 5.women

Cable TV has two parts to success, what are they?

1.Unique and selective networks and programs that appeal to targeted demographic audience segments (MTV, HGTV), and 2.The investment made in first-run programming. Cable advertising buying is incredibly complicated and it is handled by special services that all by the very largest advertising agencies subcontract the work to.

In the 1980s, what fraction of all outdoor boards promoted tobacco?

1/3

8 sheet poster

1/3 the size of a poster panel used by small local businesses mostly in inner city areas to promote a business that's near, if not next to, the poster.

In May 1941, the Federal Communication Commission granted __ commercial TV licenses to allow broadcasters to have sponsored programming. Prior to that time, advertising was illegal on television.

10

There are __ times more radio stations than TV stations.

10

Midday

10 a.m. to 3 p.m.

MPA Study - __% visited website

10% -And 10% said they visited the company's website after seeing the ad.

According to the US Census Bureau, there are more than ________ agencies in the US.

10,000

Mass Media Develops - by 1800 their were ___+ magazines serving the ______ and _______ elite.

100+ educated wealthy

In 2006, myspace had ___million users. And it generated $___million in ad revenue.

100million users $180million in ad revenue

Of the $7.3 billion spent, what percentage was spent on transit (buses/taxis)?

11%

MPA Study - __% gathered more information

11% -About 11% said they gathered more information about a product or service

The Agency is Born - the American Association of Advertising Agencies had how many charter members?

111 charter members

Overnight

12 a.m. to 6 a.m.

What is the readership of newspapers?

123.05 million readers a day

How many readers does newspaper have every day?

123.05 millions readers (53.5X2.3 [average number of readers per copy])

Media commissions are a standard of ___%.

15% - if a media buy is placed for $100,000, the agency makes $15,000 commission.

Of the $7.3 billion spent, what percentage was spent on alternative?

16%

On average how long is the length of a national or regional campaign?

17 months

Textbook - How long do advertisers typically design a regional or national campaign to run? (page 656)

17 months

Mass Communication era was from _______ to _______.

1700s to 1920s

evening and weekend dayparts are better to reach those under __ years of age.

18

*Which age group uses social media the most?

18 to 29 - 83% 30 to 49 - 77% 50 to 64 - 52% 65 - 32% differences aren't significant.

What is Twitter best demographic?

18 to 29 year olds (young) African-Americans Urban residentials

Mass Media Develops - By ____ every major city in the United States had several daily or weekly publications.

1800

In the 1700 and ______, ______ ______ spread the word of merchandise, events, goods and services to a largely _________ population.

1800s Town Criers Illiterate

When and who used the first standardized outdoor sign format?

1900 Kellogg's and Coca-Cola

Research era was from _______ to _______.

1920s to 1990s

Textbook - When did research in direct mail begin? - Page 414

1926 -in 1926, Claude Hopkins published Scientific Advertising, which many advertisers credit with providing the foundation of formal advertising research. -hopkins based his findings on the results of direct-mail and direct response offers.

Textbook - Pepsi Generation's advertising themes (page 657)

1979 Catch the Pepsi Spirit 1982 Pepsi's Got Your Taste for Life 1984 Pepsi.The Choice of a New Generation 1989 A Generation Ahead 1995 Nothing Else Is Pepsi 1997 GeneratioNext 1999 The Joy of Cola 2000 The Joy of Pepsi 2003 Pepsi. It's the Cola 2007 It's the Cola. 2009 Refresh Everything.com (not officially changed from It's the Cola)

Interactive era was from _______ to _______.

1990s to present

*_% is spent on mobile marketing (this is to cell phones and other devices). This should also grow in the future.

2%

Textbook - What percentage of advertising agencies in New York City? (page 150)

2,000 agencies 20%

Textbook - How do you determine timing as part of media strategy?

2. Timing. -All media, with the possible exception of direct mail, operate on their own schedule, not that of advertisers. -The media planner must consider many aspects of timing, including media closing dates, production time required for ads and commercials, campaign length, and the number of exposures desired during theproduct-purchase cycle.

What percentage of advertising agencies are based in New York?

20%

MPA Study - __% Considered purchase

20% -Nearly 20% said they had considered purchasing the advertised product or service.

In 2008, __._% of US ad dollars were in magazines.

20.1% -This does not make them a major player in the advertising scene—if you only measure dollars. -But it doesn't mean magazines are not effective advertising outlets for products and companies.

Facebook was privately owned until what year?

2012

in the____ Century, we find the beginning of what is called Modern Advertising.

20th Modern Advertising

*__% of Internet ad dollars are spent on display ads on websites.

29%

Afternoon Drivetime

3 p.m. to 7 p.m.

*_% is spent on social media marketing (this should grow)

3%

Cons - Readers spend less than __ minutes with the newspaper.

30

What is a poster panel?

30 sheet poster 48 feet wide by 14 feet high what we see along the highways

*Which Household Income (HHI) uses social media the most?

30K - 72% 50-74k - 68% 75k+ - 66% 30-49k - 65%

the Telecommunications Act of 1996 allowed an individual or a corporation to control as much as __% of the US market.

35%

Advertising Age, a leading advertising trade publication, conducted a survey in 2003. That study showed that __percent of online users say they are angry about email spam and another __ percent are furious.

40% angry 58% furious

Since the bill passed, the number of signs has been reduced from 1.2 million to less than what?

400,000

Pros - Editorial Environment - newspapers outscore TV, radio, Internet, magazines, catalogs, direct mail by nearly _ to 1 in trustworthiness.

5

What is the average length of agency/client relationship?

5 years

*_% is spent on email marketing

5%

GRPs are usually bought in units of what?

50 or 100

On an average weekday, newspapers are read by what percentage of adults?

50%

Pros - Roper study - __% of magazines readers say the advertising adds to the level of enjoyment when reading a magazine.

50%

MPA Study - __% took or plan to take action

50% -More than 50% of magazine readers said they took—or plan to take—action as a result of exposure to magazine advertisements.

The Agency is Born - the American Association of Advertising Agencies today has how many members?

500 members

Early cave paintings that offer goods for sale have dated back to ________.

5000 BC

How many copies of newspapers are printed and distributed every day?

53.5 million copies

How many people are living in each generation?

59 million Silent Matures. 80 million Baby Boomers 45 million Generation X 71 million Gen Y 29 million Gen Z (under the age of 15)

Morning Drivetime

6 a.m. to 10 a.m

*How many unique visitors did Hulu have in 2008?

6 million

Cons - Edit/Ad ratio - Newspapers have a ratio of editorial to advertising of __ to __.

60 to 40 60% editorial, 40% advertising.

*What percentage of all internet dollars goes to Search Marketing/SEO?

61%

Of the $7.3 billion spent, what percentage was spent on billboards?

66%

Before the Telecommunication Act became law, the FCC limited ownership of radio stations to _ FM stations and _ AM stations.

7 FM stations and 7 AM stations

Evening

7 p.m. to 12 am

Of the $7.3 billion spent, what percentage was spent on street furniture (benches/bus shelters)?

7%

How much did outdoor advertising increase from 2006 to 2007?

7% increase in spending from 2006

Cable television is in __% of all US households.

72

The Agency is Born - the American Association of Advertising Agencies today places more than ___% of all advertising dollars.

75% of all advertising dollars.

How many unique visitors did YouTube have in 2008?

83 million

Of the $50 billion in annual newspaper ad revenue, what percentage comes from local advertisers?

84%

Nielsen collects its data from ______ households who use set meters, people meters and diaries (depending on the size of the market) to track viewing of every member of the household.

9,000

Each week, radio reaches _% of teenagers?

93%

Each week, radio reaches _% of adults?

94%

You want to reach large number of Americans? TV is the way to do it. It is the ultimate *mass medium*. In fact, __% of all US households have a TV.

99%

Textbook - How do you keep direct-mail pieces valid? - page 412

??? read chapter 13 Constant updating of addresses? service bureaus -primary job is to improve the quality of lists--list enhancements -merge/purge--eliminates duplicate names from a list. done by computers that can cross check similar spellings and addresses. -such duplication can be costly to the advertiser and annoying to the customer.

Textbook - Why do advertisers have trouble accepting media buyer's recommendations with magazines - Page 325

??? read chapter 11 -Marketers have to realize that a package of media owned by a single company is not necessarily the best choice in each category. Cross-media buys are put together largely for the benefit of the media companies

Textbook - Consumer trends after accepting the internet 385-386

??? read chapter 13 -audience feels empowered by interactive media, and they use this empowerment in a proactive manner. -online audience members use some traditional media less than they did before gaining internet capability and less than those who are not online. -embracing online couponing, sweepstakes, targeting sales promotion activities (all online) -customer relationship management A management concept that organizes a business according to the needs of the consumer -more effective cross-selling and upselling from current customers. -higher customer retention and loyalty -higher customer profitability -higher response to marketing campaigns -more effective investment of resources

Textbook - Know unique characteristics of

??? read chapter 8 Page 239-combination of color sound and motion Page 241-americans spend twice as much time with television than they do with internet or radio. Page 243-in addition to its high household penetration, television offers creative flexibility not found in other mediums. Page 243-Network television advertisers know that in spite of high costs and decreases in audience size, there is still no more efficient method of reaching a broadly based consumer market than through television. Page 251-avails there is always a finite amount of commercial time, you cant swell during peak holiday season

offer pieces-parts for a fee. If a client just wants creative, that's what they sell. If they want a radio spot written, produced, and placed, this agency does that. Some cleints will seek out just the media buying services of a good size agency.

A la Carte

CRM - Consumer relationship management - page 385 -386

A management concept that organizes a business according to the needs of the consumer.

Why would a national advertiser use spot radio?

A national advertiser may want to reach certain geographic areas, or beef up an advertising schedule in certain markets. -If that's the case, spot radio is what they choose.

centralized exchange

A system of trade and marketing through specialized intermediaries (rather than the direct exchange of goods between buyers and producers).

Who is the primary supplier of ratings for syndicated TV shows. They began with radio ratings and evolved with television.

AC Nielsen

What are the three basic types of logo design?

Abstract Symbols Logotype Combination

Textbook - Which department, post-research, sets objectives and develops strategies in a full-service agency? (page 156)

Account Management

Psychology - VALS - What groups are in achievement?

Achievers Strivers

Interactive Era - Advertising goes from being _____-controlled to being _______-controlled

Advertising goes from being media-controlled to being consumer-controlled.

What is the future of online advertising revenue?

Advertising revenue for online in 2010 was estimated at $29 billion. Experts predict that by 2014, the figure will be $55 billion.

What is instagrams best demographic?

African-Americans Hispanics Urban residents 18 to 29 year olds women

Legislative controls - What states have banned outdoor advertising altogether?

Alaska, Hawaii, Vermont

gathering research - Universal Product Code

Allows marketers to track their performance instantly. (About tracking product—sales, best locations, how quickly it sold after ads ran.)

The Agency is Born - In 1917, AAAA (4As) was formed, what do they stand for?

American Association of Advertising Agencies

Mass Media Develops - 1741: What was the first magazine called?

American Magazine (stopped publishing after three issues)

AAAA Defninition of an Advertising Agency

An advertising agency is an independent business, composed of CREATIVE and BUSINESS people who DEVELOP, PREPARE, and PLACE ADVERTISING in advertising media for sellers seeking to find customers for their goods and services.

What company inspired other marketers to get back to the heart of branding in 1984?

Apple

What is an example of an abstract symbol?

Apple logo

Facebook has seen incredible growth in active users.

April 2008: 100 million active users April 2009: 200 million active users April 2012: 900 million active users (half on mobile devices)

Ratings - What is the leading company for local radio ratings and radio research?

Arbitron

Textbook - Be familiar with the AC Nielsen Company and Arbitron's (Page 266) joint research project and what it could do for advertisers and media planners - Page 265-266

Arbitron's (Page 266) joint research project -PPM, Portable People Meter, measures inaudible signals from the audio portion of television, radio, cable, and the internet. -eliminates the nuisance of keeping a diary, -the PPM is particularly valuable in measuring the out-of-home audience of radio -major barrier, cost AC Nielsen Company -primary supplier of syndicated television ratings is Nielsen Media Research -founded to collect radio audience info and it initiated television rating in 1950 -uses meters (not people meters) to measure household set usage on a continuous basis -in 210 television markets,smaller markets, Nielsen provides diaries in which individuals record their viewing habits. -administered four times a year during Feb, May, July, and November, known as sweeps. -sweeps are used to price local commercials for the upcoming quarter. Concerns (Page 265) 1.Sweeps 2. Diaries 3. Exposure value

Who works in the creative department?

Art Director Copywriter Creative Director

Layout Forms - Thumbnail

Art Directors take a Sharpie marker and paper and roughly draw in the elements of the ad they envision in their head.

4 Motivations - greed

As we've discussed before, advertising doesn't make you want stuff. We have greed inside us—of status, of position, to keep up with the Joneses.

JWT has a large presence on what continent?

Asia

Magazine Pros

Audience Selectivity Partial Runs Quality Color Reproduction Long Shelf Life Engagement

AQHE - Page 288

Average Quarter Hour Estimate.

Premarketing era - What was the earliest written advertisement?

Babylonia clay tablet

A headline should be what three things?

Be short Use simple language Hover around 10 words

Pros - Engagement - What is the soft shell approach?

Because of the high level of engagement with magazines, the creative can be more sophisticated. This is one reason for more sophisticated selling approaches you see in the ads.

Mass Media Develops - Why didn't magazines grow as fast as newspapers?

Because they were so expensive to distribute, which cut into profits, that would have been funneled back into growth.

Why will the demand for creativity diminish in some aspects of new media?

Because when the consumer seeks out an advertiser, the dynamics of the relationship are drastically changed.

Which of the four criteria by which evaluators assess packaging is the most expensive criteria to research?

Behavior

Mass Media Develops - Who was (William Bradford) American Magazines major competitor?

Ben Franklin, General Magazine (lasted 6 issues)

Who was Pinterest founded by in March 2012?

Ben Silberman

When was radio an integral part of Americans' lives--the Golden Age of Radio?

Between 1926 and the mid-1950s (The entire family gathered around the radio, listened to variety shows, musical concerts, and got the news of the day. President Roosevelt's Fireside Chats, the bombing of Pearl Harbor, the D-Day invasion, the end of World War II, were all historic events that were broadcast over the radio and across the country.)

If you want o convey the feling of elegance and sophistication for your product, you would be wise to feature what color in your packaging? a) White b) Black c) Yelow d) Red e) Gren

Black

Textbook - Which company had trouble finding a campaign theme as competitive as it had in the mid 1970s?

Burger King "Have It Your Way"

Textbook - How do you gain effective reach and frequency if the product has broad appeal? - page 275

Buy several radio stations or networks

Spot radio

Buying radio time on local stations on a market-by-market basis by a national advertiser

What are magazine ad prices/rates based on?

CPM (just like newspaper)

in the 1990s, cable realizes that if it really wants to make a play for big ad dollars, it has to develop its own shows. So in the 1990s, . ____ begins ________ programming. And the trail blazers are Showtime and HBO.

Cable begins original programming

Textbook - Who helped establish advertising agencies as the creative center for advertising ideas? (page 153)

Calkins and Holden

Who established advertising agencies as a creative center for advertising ideas?

Calkins and Holden

What are four proven techniques that can boost your creativity?

Capturing Challenging Broadening Surrounding

Example of why media planners were right all along not to trust consumer diaries to accurately represent data

Central Florida got its first PPM data in 2010, and the difference in ratings was astounding. For decades, a local country station was always number one. First PPM data showed the number one station was Z88.3—a Christian station that does not accept advertising. So, media planners were right all along to not trust the consumer to accurately record data with diaries

Textbook - How does the Telecommunication Act of 1996 affect television ownership? - Page ???

Changed radio from lots of small groups and stations to a few huge conglomerates.

Retentive Stage - What is a reason for reminder advertising?

Cognitive dissonance.

Acura, Prozac, and Viagra are al examples of what ype of brand name? a) Personal names b) Dictionary words c) Coined words d) None of the above

Coined words

What are three ways to create a brand name?

Coined words Dictionary words Names

Name identity parts?

Collective Mark Certification Marks

Internet Data

Companies now use chat rooms, for online focus groups, conducting surveys, and gathering all kinds of information about what consumers are saying and doing with their product.

Comprehensive layouts are also called?

Comps

Textbook - What estimate would media planners use to estimate the cost of a media schedule or particular TV spot? - Page 246

Cost Per Rating Point, CPP Used to estimate the cost of television advertising on several shows

Pros - Coupons

Couponing can be a great sales incentive, and half the people who subscribe to papers say they get it for the coupons and the ads.

Pros - Measurable - What makes newspapers easier to track than other media and response rates more reliable than in other media?

Coupons and other tracking techniques

Name the agency departments?

Creative Account Service Media (Marketing Services) Management and Finance

What are the other types of smaller, specialty, boutique agencies called?

Creative Services A la Carte In-House agency Rolodex

freelance creative talent. Artists, writers, become an extension of the agency's creative department. Sometimes they do all the creative, sometimes just to come up with ideas.

Creative Services Agency

Textbook - Define cume ratings - Page 288

Cume estimates -used to determine the number or percentage of different people who listen to a station during several quarter hours or dayparts. 1. cume persons -the number of different people who tuned in to a radio station for atleast 5 minutes 2. cume rating percentage of different people listening to a station during several quarter-hours or dayparts

Who is the father of advertising?

David Ogilvy

Why would an advertiser stop showing commercials for an extremely popular Christmas toy?

Demand has exceeded supply, so there is no reason to continue advertising because the toy has sold out.

Creating TV - When you create television, there are three fundamentals about the medium that every creative person has to keep in mind. And they all center around the fact that TV is a visual medium. What are the 3 fundamentals?

Demonstration Communicating with pictures Movement

How is the theater of the mind created?

Dialog, drama, dimension (-right dialog, the right sense of drama, and the creation of dimension in the spot -which is achieved with music and sound effects (and the dialog and the drama)

Magazine Features - Split Run

Different ads are run in every other edition.

Textbook -Know what anthropologists and ethnographers would study for advertising purposes.

Direct observation to understand consumer behavior. -study the emotional connection between products and consumer values -geomarketing allows advertisers to use cultural differences in food preferences, terminology, and subgroup identities when they advertise their products.

Pros of Direct Response - measurable

Direct response is a measurable medium and help companies meet short and long-term sales goals.

Measurability

Direct response, and in particular direct mail, is one of the most tested advertising mediums out there.

Textbook - Which campaign ran a theme successfully for more than 55 years?

DuPont "Better Things for Better Living Through Chemistry"

James Walter Thompson's agency became international by opening offices throughout where?

Europe and Asia

Textbook - Know what will happen to consumers if a company doesn't use a Positioning strategy inits advertising.

Even if you don't make it part of your advertising strategy, the consumer will. Because no product is position-less.

GE's 6-step formula for developing a trademark - 5. Be consistent.

Even with the changes in GE's business over the decades, it has carefully managed its message.

Founding Fathers - Leo Burnett said "Image is _______.

Everything

4 motivations - exclusivity

Exclusivity describes our need to feel special and unique. To be part of something that not everybody else is.

Psychology - VALS - What groups are in self expression?

Experiencers Makers

Name the Pros to outdoor advertising?

Exposure Great Supplement Attention-getting Image is on the upswing

Who is instagram owned by?

Facebook

Name the 3 copy styles?

Factual Imaginative Emotional

Premarketing era - How did the French use town criers?

First Product promotion - After blowing a horn to attract a crowd, they would give out samples of wine.

2. must meet reasonable cost standards.

For many products—like shampoo—packaging is more expensive than the product itself. So the package has to be designed to hold down costs as much as possible.

JWT's current clients include who?

Ford, Jet Blue, Nestle, Huggies, DeBeers Smirnoff

GE's 6-step formula for developing a trademark - 6. Don't get bored.

GE kept the same basic message for 30 years, until recently going to Imagination at work.

GE's 6-step formula for developing a trademark - 4. Effectively communicate the promise.

GE's advertising has done a great job of showing consumers how GE lives up to its promise.

Who did David Ogilvy work for when he came to the US in 1938?

Gallop Audience Research

In 1927 who became a client of James Walter Thompson?

General Motors

Textbook - Know which variables can be used to divide a market.

Geographic Segmentation Product-User Segmentation Brand Loyalty Segmentation Lifestyle Segmentation Benefits and Attitude Segmentation

Who published the first rate card?

George Rowell

Who is YouTube owned by?

Google

In 1943, who coined the term corporate identity?

Gordon Lippincott

Poster advertising is purchased on the basis of what?

Gross Rating Points, or GRPs

Which design principle is closely related to unity?

Harmony

Founding Fathers - (1878) James Walter Thompson bought the Carlton and Smith agency that was acting as a space broker, buying and selling space in religious, what did he do that was seen as an innovation that led to its success?

He expanded the firm to place ads in women's magazines

Early Days - What was Volney Palmer (1840s) known for?

He is credited with founding the very first advertising agency

Textbook - Does growing audience fragmentation in other media help or hurt outdoor advertising? - Page 360

Help -widely distributed package goods and other mass-appeal brands need high levels of exposure to virtually everyone. -outdoor advertising can inexpensively deliver massive audience exposure.

*Social media use by race

Hispanic - 72% African American - 68% White - 65%

psychology - Name the eight mind base segments

I am Expressive I am Driven I am at Capacity I am Rock Steady I am Down to Earth I am Sophisticated I Measure Twice I am Devoted

advertising categories - non product - Idea advertising is about what?

Idea advertising is not about a product, but about issues or causes.

Unauthorized use of logos and images

If you don't have permission to put it in your Web page, you can't use it

created to save money or give companies more control over advertising. It is especially popular for technical products. Can turn to media-buying services or an a la carte agency for help when needed.

In-House Agency

Textbook - What trademark form is the hardest to remember and easiest to imitate and confuse? (page 635)

Initials and numbers

Psychology - VALS - Who has the most resources and Exhibit each of the three motivations. Successful, sophisticated, have abundant resources, and are receptive to new products?

Innovators

Psychology - VALS - Name the eight VALS groups?

Innovators Thinkers Believers Achievers Strivers Experiencers Makers Survivors

Today, agencies have expanded services to include what?

Integrated Marketing Communication

In 2000, 11% of American said they listened to the radio on the Internet. By June 2005, 40% of Americans were. There was a dip in 2009 to 27%. But, even with the drop, what is something positive about internet radio?

Internet radio listeners are becoming habitual listeners.

Newspaper Categories - Classified advertising - Newspapers are losing classified revenue to what?

Internet sites like Craiglist.

copy styles - Imaginative

It can be whimsical, it can be artsy, it can play around with an idea (opposite of factual)

J. Walter Thompson went public in 1969. Its international billings topped those from the United States for the first time in 1973. In 2005, it officially changed its name to ___.

JWT

This early Ford ad shows the relationship emerging with Ford and ___.

JWT

Who are the founding fathers of advertising?

James Walter Thompson Leo Burnett David Ogilvy

Creativity Soars - John Wannamaker hired the first true copywriter, who?

John Powers

Textbook - What is Nike's claim to advertisement success?

Just Do It?

Ideas are everywhere

Learning as much as you can about the product can lead to brilliance. For example: -is the packaging of the product unique, different? -How is the product made? Where is it made? -Is there something in its history that is bizarre, unique, interesting? -What happens with the product? What about its old advertising? -Can it lead to new ideas?

What side of the brain fit the characteristics of a copywriter?

Left

What side of the brain is focused on dexterity, facts and hard data. It provides reasoning, controls the verbal skills, and processes information.

Left

_____ _______ was inducted into the Copywriters Hall of Fame in 1961, and retired in 1967

Leo Burnett

Example of niche marketing

Let's look at consumers recovering from heart attacks. There are very specific products that meet the needs of that market. But Bayer Aspirin jumped on this niche after a medical study showed that taking an aspirin a day significantly reduced the chances of a second heart attack. Bayer now has a formula, in lower dose than regular aspirin, that is specifically targeted to those consumers with heart problems.

Common tests for direct mail

List Offer Format Copy Layout and Design

Who buys database marketing information?

List brokers list compilers lettershop

Premarketing era - The first printed poster appeared in _____ in 1740 and that form of advertising was called ________.

London Hoarding

sociology - What are the two types of trends?

Macro Trends Micro Trends

Associations

Magazine Publishers Association Audit Bureau of Circulations

Mass Media Develops - __________ were national and regional in scope.

Magazines

What is a Test Market?

Many products are rolled out to a select market before they are introduced nationally. This is done to test distribution strategy, fine tune production assumptions, and to secure better budgets.

How many unique visitors did Twitter have in March and April 2009

March 2009, Twitter had 9.3 million unique visitors to its site. April 2009, it jumped to 17 million—in the U.S. alone.

Database Marketers

Marketers use -sweepstakes entries, -warranties, -rebate information, -and all kinds of things you fill out -magnetic strip on the back of your debit or credit card to build consumer databases and sell them other companies and transmit information to database marketing organizations about where you shop, what you buy and how often.

In the last few years, media planners have added what to their duties?

Marketing Specialists

Name the parts of the marketing analysis

Marketing strategy consumer profile product analysis

Pros

Mass Medium Cost effective (for large advertisers) more opportunity

What first appeared in the 1830s? and what soon followed?

Mass Newspapers Magazines

Textbook - What trend first made an appearance in 1960 and changed the business function of an agency? (page 215)

Media Unbundling and Independent Media Buying Firms

Unauthorized use of a company's name or product in metatags.

Metatags provide information about a Website, who created it, and most importantly for this discussion, which key words describe the page's content.`

Pros

Mobile Medium Targeting Low production costs great immediacy one-one-one -great supplement -low-cost

If you're 35 and older, highly educated, employed in a professional job, what do you have? And if you're married and own a home, what are you a potential customer for?

Money Everything

Radio will charge different rates for certain times of day, what is the most expensive radio daypart?

Morning drivetime & afternoon drivetime.

Textbook - Know what drives, urges, wishes, and desires that initiate buying behavior are called.

Motivation

Mass Media Develops - Johannes Gutenberg invented what?

Movable type

Trade Characters

Mr. Clean, the Geico Gecco, Tony the Tiger. All State's Mayhem

Who is network radio popular with?

National advertisers pharmaceutical companies package goods companies.

Textbook - Compare the purchase of advertising between national advertisers and local advertisers - which is more complicated? Page 303, 305

National advertising in newspapers is more complicated

Until consumers think they ____ the product, the product is in the ________ stage.

Need Pioneering

Pioneering Stage - The Pioneering Stage demonstrates a ____ consumers didn't know they had, and that need is filled by the ______.

Need Product

Cons - Is the 60 to 40 Editorial to advertising ratio a negative or positive to advertisers? Why?

Negative -clutter -Since readers spend less than 30 minutes with the newspaper, an ad can easily get lost.

David Ogilvy accounts include who?

Nestle Mattell Motorola American Express

What are the two forms of network radio?

Network Radio Spot Radio

Where is the mecca of the advertising business?

New York

Great retail towns are also great newspaper towns. name 3 that fit thay description.

New York Los Angeles Chicago

Who is Myspace owned by?

News Corp, the parent company of Fox.

*Who is Hulu owned by?

News Corp. and NBC Universal (joint venture of: NBC, Fox Entertaintment Group (NewsCorp.), ABC (Walt Disney Co.) with funding provided by Providence Equity Partners—a 10% stake that cost them $100 million.)

What are the two groups that are heavily involved in the newspaper industry?

Newspaper Association of America (NAA) Audit Bureau of Circulations (ABC)

Textbook - What medium has been the primary medium for information and commerce since the late 19th Century?

Newspaper?

Pros - Timely

Newspapers allow advertisers to be timely with messages. Interest rates drop? You can be in the paper the next day.

Is placement in a section ever guaranteed with Run of Press (ROP)?

No

Textbook - Did spectaculars first get their start through English pub signage? - Page 368

No -it was ancient roman wall paintings that gave outdoor advertising its start

Can you compare GRPs in markers of different size?

No example Orlando GRPs are different than GRPs in NYC

Is there a magic formula for how long to run a campaign?

No -No best practices, -no standard.

*Advantages - cheap to collect research

No postage, no people to hire to call, no tabulation. Consumers are typing responses right into the vehicle that will tabulate the data.

Textbook - Is TV a family-user medium? Why or why not? - Page 247

No, TV is primarily individual-user medium because of multiset households, internet viewing i.e. Hulu

does age play a major role in what stage the product is in at any given time?

No, age of the product has little to do with the stage

Pros - Online - Online advertising make up only about _% of newspaper ad revenue.

Online advertising is also available for advertisers, but it makes up only about 4% of newspaper ad revenue right now.

Rates - Newspapers charge for space in one of two ways. Name them

Open rate Flat rate

Mass Media Develops - 1665, What was the first English newspaper published?

Oxford Gazette

Marketing Umbrella - What has more credibility, advertising or PR?

PR

advertising categories - corporate advertisements have more a __ objective.

PR

What are Integrated Marketing Communication activities?

PR Promotion Direct Response Advertising Generating Buzz Social Media Customer Engagement

Marketing Umbrella - Why does PR have more credibility that advertising?

PR has third-party recommendation, which makes it more believable

advertising categories - Name the type of non-product ads

PSA Idea political service (FIRE) category

What is the most important point-of-sale merchandising tool?

Packaging

Textbook - Which products, or product categories, caused advertisers to get into trouble in the late 19th century?

Page 18 Food and Drug production Cuforhedak BraneFude - headache remedy (instilled product with an abundance of caffeine and alcohol)

Textbook - Know the major factors that drove the growth of advertising after the Civil War.

Page 24-25 -The department of justice ruled that advertising agencies could NEGOTIATE FEES with clients rather than adhere to the 15% commission that had been required on all media placed previously. This encouraged the growth of specialized companies such as independent media-buying services, creative only agencies, and in house agencies owned by advertisers -CREATIVITY, including humor, became a hallmark of advertising during the period. -The consumer movement spurred Congress to limit advertising. Legislation limited outdoor advertising along interstate highways and banned cigarette advertising from television. -Magazine publishing world saw the disappearance of old dinosaurs -The Saturday Evening Post, Colliers, and Womens Home Companion. There was no vacuum at the newstand, however for there was an immediate upsurge in the MAGAZINES devoted to SPECIAL INTEREST. -Newspapers felt the effect of the shift of metropolitan populations to the suburbs. FREESTANDING INSERTS became an important part of newspaper billings. -radio took a dive when the TELEVISION came along. The story of how it came out of that drastic decline is a good example of turning disadvantages into advantages. -direct-response advertising soared from $900 Million in 1950 to $8 billion in 1980, reflecting growth of DIRECT MARKETING. -The two biggest developments to emerge were TELEVISION and ELECTRONIC DATA PROCESSING. Television changed life in America as well as the world of advertising. Data processing systems brought management a wealth of organized information. This information explosion, together with syndicated research services, revolutionized the entire marketing process and the advertising media operation.

Textbook - What brand is considered the first national marketer?

Page 7 Quaker Oats

Textbook - Know the objectives of the Pioneering Stage.

Page 95 -To educate consumers about the new product or service -To show that people have a need they did not appreciate before and that the advertised product fufills that need. -To show that a product now exists that is actually capable of meeting a need that already had been recognized, but previously could not have been fufilled.

Textbook - Know the things a manufacturer must do to be successful in the early introduction of a new product.

Page 95 -create new products or new categories -gain consumer acceptance and understanding -must show that methods once accepted as the only ones possible have been improved and that the limitations long tolerated as normal now have been overcome. -implant a new customer, change habits, develop new usage, or cultivate new standards of living -educate the consumer on a new product or service -stress what a product can do, offer or provide that could not have been done, offered or provided by any product before -offer more than a minor improvement

Mass Media Develops - What two things paved the way for more formal publications?

Pamphlets Broadsheets

Names - What are three types of Names for things that can be used for Names?

Personal Names Geographical Names Initials and Numbers

What data gathering technique brought credibility to radio ratings?

Personal People Meters, PPMs

Marketing Umbrella - What is the most effective and expensive form of communication?

Personal Selling

Marketing Umbrella - What is usually a follow up to some form of advertising to prime the target market and make them familiar with the brand or the product?

Personal Selling

Names - Dictionary Words

Pick an existing word and put it in a cool typeface, and you have your logotype.

What are the three stage in the Advertising Spiral

Pioneering stage Competitive stage Retentive stage

The ______ stage changes ______, creates ____ _____, cultivates new _____ _____ _____.

Pioneering. Changing habits, creating new uses, cultivating new standards of living.

A full service agencies offer all the services in the total advertising function that includes what 5 things?

Planning Creation Production Placement (in media) Evaluation

Cons - Is the 60 to 40 Editorial to advertising ratio a negative or positive to readers? Why?

Positive -newspaper readers want the advertising information as much, if not more, than they want the editorial information.

Name the Outdoor forms?

Poster Panel (30 sheet poster) 8 sheet poster Rotary bulletin spectaculars trivision

What is the most widely used form of outdoor advertising?

Poster Panels

Premarketing era was from ______________ _____ to ____ _______.

Prehistoric times to 18th Century

When Aveno used "Discover a whole new way to relieve stres," as a headline, they were: a) Presenting a benefit hat neds repeated reinforcement b) Presenting a new benefit c) Directly promising an existing benefit d) Using provocation to invoke curiosity e) Selecting out non-targeted readers

Presenting a new benefit

Textbook - Know the range of ratings a prime-time network show, and its average rating - Page 244

Prime-time network programs usually achieve a rating between 4 and 10

Mass Media Develops - Johannes Gutenberg movable type introduced?

Printing Presses

Creativity Soars - In 1900 who were the three leaders in consumer goods because they gave consumers a reason to buy the product they made?

Procter & Gamble Kellogg H.J. Heinz

Marketing Umbrella - What are the 4 P's of Marketing?

Product Price Placement Promotion

advertising categories - non product - idea - What types of groups have done lots of advertising on such controversial issues??

Public interest groups have done lots of advertising on such controversial issues as gun control, abortion, animal rights and the environment.

Mass Media Develops - What was the first colonial newspaper that was banned in Boston of 1690 after just one issue?

Publick Occurrences

Give three examples of a centralized exchange?

Publix Walmart Target

What type of research is more reliant on the skill of the researcher to gather and analyze, qualitative or quantitative?

Qualitative research

What type of research is more time-intensive to gather, qualitative or quantitative?

Qualitative research

Ratings - What is the primary source for radio network radio rating information?

RADAR --All-Dimension Audience Research -also a service of Arbitron, and the information is also gathered from diaries. -It is also not considered very reliable by media planners.

If an advertiser wants to reach everyone in Central Florida what two types of ads would they have to buy?

ROP TMC

What was born in the 1920s and ushered in the Broadcast Era?

Radio

History - What changed the media landscape in 1920?

Radio was born, and shared national advertising dollars with magazines. -It also cost the consumer nothing to bring it into the home

What two things are evidence that newspapers aren't dead?

Readership Profitability

Right Reader

Readerships studies show that being on the right hand side of a magazine page is more advantageous, so magazine publishers charge a premium for it

Cons

Repetition audience is fragmented clutter

What 5 disciplines fall under Marketing Umbrella?

Research Advertising Promotions Public Relations Sales

in 1915, what did James Walter Thompson establish?

Research Department

Textbook - What does the research say about the relationships between thoughts, emotions, and feelings?

Research indicates that people actually think with emotion and feeling. (Chapter 17 quiz)

Textbook - What is the key to modern successful advertising?

Research?

advertising categories - retail advertising often includes what?

Retail advertising often includes -price -where to buy it -hours of operation.

gathering research - Single-Source Data

Retail tracking scanner data is layered with other household data gives you information about the consumer. (This allows marketers to track prospects or customers.)

Few products entirely enter what stage?

Retentive Stage

What side of the brain fits the characteristics of art directors?

Right

What side of the brain is emotional, musical and moody. It provides intuition, processes information, thinks nonverbally, and controls the creative process.

Right

has no real staff. There may be one, two or three key people—creatives or account people—who can take a project and get it done by calling in people who have the talent or service they need. This can save an company money and get them more attention than they would at a full-service agency

Rolodex

What is Pinterests best demographic?

Rural residents Women Whites Some level of education or higher middle to higher income

The circulation numbers used in the CPM formula are based on what?

SRDS—the Standard Rate and Data Service

Psychology - VALS is created by the same research company that put psychographic segmentation on the map. What is the name of that company?

SRI Consulting Business Intelligence.

Marketing Umbrella - What is the most extensive category of promotional spending?

Sales Promotion

Know the definitions/characteristics/examples of the different Mindbase Segments.

Segmenting tool, identified eight major groups with shared life attitudes and motivations and an understanding of consumers' generational cohorts. These eight groups are divided into three subgroups that reflect distinctions in how they react in the marketplace and to marketers' efforts.

Ogilvy & Mather's philosophy was the function of advertising is to ____.

Sell

Due to the Telecommunications Act of 1996, what happened?

Signed into law by president Bill Clinton -shifted from small, privately held companies to giant media conglomerates.

Why can a slogans often headline rejects?

Slogans are rejected as headlines because they are more broad than a headline.

Are the majority of advertising agencies small or large shops?

Small Shops

Textbook - Know what research techniques a sociologist uses for advertising.

Social Class Stratification Trend Watching Cohort Analysis Life-Stage Research Consumption Research

What two ways that advertisers use the internet as part of their advertising plans are expected to grow?

Social Media Marketing Mobile Marketing

What does sociology study?

Sociology studies the structure and function of organized behavior

*Which education level uses social media the most?

Some college - 69% High school - 66% College degree - 65% Social media users are educated,

ADI

Some marketers may want to penetrate one area. The Orlando ADI is a 7-county area that spans Volusia to Polk County. This works well for TV as TV markets are ADI markets.

What is a make good?

Sometimes there will be a glitch in broadcast and a spot gets cut off before it's finished. Media buyers check log reports and ask for make goods.

Know what a SWOT Analysis is and what it is used for.

Strengths Weaknesses Opportunities Threats

Which of the four criteria by which evaluators assess packaging can affect repeat purchases?

Structure

How effective is radio?

Summary Page 289 -everyday more Americans use radio than any other media. With thousands of stations, multiple formats, inexpensive production, and low commercial cost, it can provide effective reach and frequency for a number of product categories. PowerPoint The first thing to keep in mind about measuring radio effectiveness, which for advertisers is about ratings, is that it is incredibly challenging. There are 10 times more radio stations than TV stations. So recall is difficult, and radio listeners can't keep diaries of what they listen to quite the same way TV viewers can, since radio is such a mobile medium.

Psychology - VALS - Who has the least resources and have narrowly focused dreams limited by resources, conservative, cautious consumers, and brand loyal?

Survivors

Which medium beats newspaper in ad revenue?

TV

In 2006, the American Advertising Federation (AAF) surveyed media buyers, and more than half said they expect to shift at least 20% of their __ budgets into ______ video by 2010.

TV online

Cons - Need for lots of Repetition to be noticed

TV is short-lived and easily forgotten, easily missed. -So it needs lots of repetition to be noticed. -And this costs lots of money.

Name brands that make emotional connections

Target Lexus Nike Gatorade

What killed radio as a national medium?

Television

Unity - The ______ is thought of and executed in its entirety—with thought put into ______, ________, ____, ____, and how they ______ to one another.

The *layout* is thought of and executed in its entirety—with thought put into *visuals, headline, copy, logo*, and how they *relate* to one another.

Continuity - Aural Similarity

The *same jingle*, the *same sound effect*, the *same phrasing* from commercial to commercial -all create an auditory signal that a campaign is coming example Intel's tone

Mass Media Develops - 1704, What was the first newspaper to carry advertising?

The Boston Newsletter

What changed the role of packaging as a promotional tool?

The Depression in the 1930s -Companies didn't have the funds to advertise, so they relied on the packaging to be the in-store means of promotion. -These packaging promotions were so successful it became a routine part of the marketing mix.

GE's 6-step formula for developing a trademark - 2. Create a memorable trademark.

The GE monogram is world-renown

Who is the protector of copyrights?

The Library of Congress

Mass Media Develops - What was the most popular colonial newspaper and who was it written by?

The Pennsylvania Gazette, 1729, which was Benjamin Franklin's newspaper

Name the 4 advertising eras

The Premarketing era The Mass Communication era The Research era The Interactive era

the product has reached maturity and has wide-scale acceptance, what stage is this?

The Retentive Stage

Buying Outdoor - DEC - daily effective circulation

The audience for outdoor computer figures this out for you

Textbook - Who is responsible for the final product? (Page 158)

The creative director

advertising categories - what is the great part of business to business selling?

The great part about creating it is you have a very knowledgeable buyer.

Gordon MacKenzie"Orbiting the Giant Hairball."

The hairball is the corporation, or the work group you are in, and the creative person seeks to find a way to circle around it, avoiding getting sucked into it.

Cons - Costs out of line with growth - rates go up but circulation doesn't - In recent years, many advertisers criticize newspapers for raising advertising rates when they don't have the increase in circulation to justify it, what is one reason newspapers can do this?

The lack of more than one daily newspaper in most metropolitan markets is one reason newspapers can do this.

Textbook - name Examples of presenting a new benefit (page 495)

The new ORECK Halo. The world's only UV-C germ-killing vacuum. new covergirl outlast lipstain introducing gillette fusion. breakthrough technology on the front and back introducing a new restaurant by folks

Protecting a company mark or symbol is the responsibility of who?

The owner of the trademark.

Textbook - Know cumes, reach, frequency, and demographics and how each is effected by dayparts and budgets - Page 288

The same budget, and even the same number of spots, used in different dayparts and across multiple stations can deliver vastly different levels of cumes, reach, frequency, and demographics. (Page 287 Because most radio stations reach only a small segment of the market at a given time, there is a need for much higher levels of frequency in order to increase reach compared to other media)

How does gaze motion work?

The tendency of the human eye is to begin in the *upper left hand corner* of the page. Then, the eye makes circular, diagonal motions *downward*, toward the bottom right corner. Last, our eye will see the logo before *drifting off* the page.

What do creative people call radio?

The theater of the mind (visual)

What is one of newspaper's strongest selling points?

The upscale audience who reads newspapers.

Textbook - Know how media buyers use "scatter plan buys" and the pros and cons - Page 251-252

The use of announcements, over a variety of network programs and stations, to reach as many people as possible in a market. -usually bought on a quarterly basis throughout the year advantage -designed for larger advertisers that want to take advantage of changing marketing conditions -or, more often, for smaller advertisers that are shut out of upfront buys. disadvantage -scatter plans will sell at a higher CPM than upfront spots because there is less time and inventory and smaller advertisers dont have leverage to negotiate the CPM levels of huge network advertisers.

Use of a company's name on a competitor's site.

There are legal requirements for naming a competitor in other media, and it has to be followed on the Web.

How does Measurability eliminates a great deal of risk and creative battles?

There are proven ways to increase results and return on investment

advertising categories - what do corporate advertisements try to sell what?

These ads try to sell the image of a company.

GE's 6-step formula for developing a trademark - 3. Make a promise.

They bring good things to life.

GE's 6-step formula for developing a trademark - 1. Pick a name

They picked General Electric.

Psychology - VALS - What groups are in ideals?

Thinkers Believers

2. Must notify the infringer

This always must be done.

creative process - phase four - illumination

This is also called the "Aha!" phase. I got it. And then you write it down, draw it out, and send it up the flagpole to see if anyone salutes.

Retentive Stage - What does cognitive dissonance have to do with advertising?

This is post-purchase regret—especially for high-ticket items

Page 252 Top 10 TV advertisers 10. Tiime Warner 9. johnson&johnson 8. GlaxcoSmithKline 7. Toyota 6. Sprint Nextel 5. Ford Motor Co. 4. Verizon 3. General Motors 2. AT&T 1. Procter & Gamble

This list is interesting because it very closely aligns with the list of Top 10 advertisers overall—across all media. That shows the large dollar investment companies have to make to be a player in TV.

The purpose of CPM - Page 341

To calculate the efficiency of the publication

Here is how creators of ad messages and advertising programs use generational marketing.

To what segment is your message intended? What are their moods feelings attitudes? Write messages that speak to their attributes.

Textbook - Why do newspaper executives choose methods to obtain total market coverage? - Page 301

Total market coverage newspapers augment their circulation with direct mail or shoppers to deliver to all households in the market. combine the regular daily paper with a supplemental TMC product which allows advertisers to reach virtually 100 percent of the households in a market. can be accomplished in a number of ways: -weekly delivery of nonsubscriber supplement carrying mostly advertisements -Using newspaper-supported direct mail to nonsubscribers -delivering the newspaper free to all households once a week

Premarketing era - Ancient Greeks were known for?

Town Criers

Name the 3 identity parts that make up a company?

Trademarks Trade Characters House Mark

True or False? o Brands are about connecting. It's a deep understanding of a brand's one-on-one relationship with the people

True

Textbook - Compare Simmons Market Research Bureau and Mediamark Research - Page 345

Two competing firms that provide audience data for several media. Best known for magazine research. simmons market research bureau -samples more than 25,000 adults, including more than 7,500 latino/hispanic adults. -the data is collected via mailed questionnaires and measure media usage, including data on several hundred magazines, with an emphasis on audience and product-usage information. mediamark research -methodology consists of selecting a sample of 26,000 people and eliciting media usage, demographic characteristics, lifestyle, and product purchase information. -using a combination of personal interviews and self-administered questionnaires respondents report on magazine readership and product usage.

Who are trademarks registered to?

USPTO—the United States Patent and Trade Office

Name the design principles?

Unity Harmony Sequence Emphasis Contrast Balance

Textbook - What are the elements for an effective advertisement? (page 526)

Unity Harmony Sequence Emphasis Contrast Balance (formal or informal)

Know how marketers to track sales, find ideal locations, and determine effectiveness of advertisements.

Universal Product Code Single-Source Data

Textbook - Understand upfronts, avails, and how major events and how they impact advertising buys - Page 251

Up-front buying -The purchase of network television time by national advertisers during the first offering by networks. The most expensive network advertising Avails -Networks must ration prime commercial spots among their major advertisers. -The availability (called avails in network jargon) problem is solved, in part by combining top-rated avails with less popular ones as advertisers buy packages of commercial time from each network. major events make it harder to buy time

*Which population density uses social media the most?

Urban - 70% Suburban - 67% Rural - 61%

How do you craft the words?

Use Emotion Talk to your audience Use kids and animals

Newspaper Categories - Display Advertising - National 15.8%

Verizon Wireless, AT&T, Johnson & Johnson, History Channel, L'Oreal (as opposed to CVS advertising L'Oreal lipstick is on special - local) -In the last few years, newspapers have seen growth in national, but it's still a small contributor overall.

Who works in the account service department?

Vice President of Account Account Supervisor Account Executive Account Coordinator

Continuity can be made up of what 4 things?

Visual Verbal Aural Attitudinal

What component of an advertisement is noticed first?

Visuals

Textbook - Who is the first advertising salesman to work for commission? (page 151)

Volney Palmer

The Agency is Born - In 1841 who created the first advertising agency?

Volney Palmer

Who founded the first advertising agency?

Volney Palmer

Who was The Ogilvy group bought by in 1989 for $844 million?

WPP Group, a British holding company

History - 1950s - _____ to _____ society

We are moving from a *mass* to *class* society -America is seeing a societal shift. -magazines, with its mass advertising base, begin to feel this shift.

rules for copy - use celebrities

We love our celebs in America. -So advertising can tap into this obsession to gain attention for brands and products.

Technical term for going beyond cost-based measurements?

Weighted Measures

Why should focus groups not be used to evaluate advertising materials

What people like about an ad really has nothing to do with the ad's memorability and effectiveness. (To evaluate advertising materials (how do you like this commercial?), focus groups are very controversial.)

Advertising and the Law - in 1938, what act extended the FTC's mission to protect ______ and not just ________.

Wheeler-Lea Act consumers businesses.

Textbook - How can fewer words influence your ideas?

When you use fewer words to convey your ideas, you free your ideas to be more powerful, involving, and even memorable (chapter 17 quiz)

Why is Unity important?

Without unity, the ad would fall apart.

What is facebooks best demographic?

Women 18 to 29 year olds

*Which gender uses social media the most?

Women - 71% Men - 62%

Are the fundamentals of creating messages the same for Internet as they are for every other kind of media?

Yes

Is Twitter privately owned?

Yes

Textbook - Should traditional television networks be concerned about television syndication? Why or why not? - Page 259

Yes -because local stations find syndication profitable and because the demand for new syndicated programming continues to grow -major advertising vehicle: in a typical network show, stations may only be allowed to sell 1 minute of commercial time. In a syndicated show, the station can sell from 6 to 12 minutes.

Textbook - Is the revenue generated from shelter posters shared with transit companies - what is their relationship? - Page 375

Yes -rather than facing regulatory problems of outdoor, the revenues generated by shelter posters are often shared with municipal transit companies, making the medium a welcome revenue producer to many cities facing tight budgets

*Adserver basics from google - Can Ad servers target ads to browsers without having personal information about the user?

Yes, Internet advertisers are targeting browsers and really don't know specific things about the user behind the browser.

*Adserver basics from google - Advertisers display ads based in demographic information the consumer gave them when subscribing to their site. Is this ethical?

Yes, Internet advertising uses information supplied by consumers (so they are not searching them out in unethical ways).

Will a headline over 10 words work?

Yes, if they are interesting and relevant and written well.

creative process - phase one - Investigation

You are gathering information, asking questions, doing research (formal and informal).

creative process - phase three - incubation

You step back from the problem. You go to the beach. You go to lunch. You sleep on it. You have a beer. (Diet Coke for those of you under 21!)

creative process - phase two - manipulation

You take all that data and you process it. You mess with it. You make lists. You doodle. You draw. You ponder. You play.

How do you calculate CPM?

You take the of the ad and you multiply it by 1,000. You divide that number by the circulation of the publication or show.

Textbook - Online audience member research proves what? - Page 399?

Young audiences spend most of their media time online read chapter 13

What denotes something is trademarked?

a Circle R under a logo,

Unauthorized framing

a Website appears within another site

Premarketing era - What was a papyrus?

a crude form of paper to promote business exchange (ancient egyptian papyrus for the sale of slaves)

Campaigns run for?

a long period of time

Campaign - What does brand advertising depends on?

a series of ads run over a period of time.

What are service marks used to identify?

a service

direct response - internet

a very good medium for reaching consumers with special interests

Opt-out

a way for recipients to tell the advertisers they don't want to receive advertising messages

*Why has Hulu been able to grow rapidly and make money quickly?

able to grow rapidly because of its understanding of the Internet business and professional programming (compared to YouTube, which mainly features user-generated content.)

What determines what stage the product is in?

acceptance of the product by consumers.

Textbook - How do you calculate CPM? (page 224) (page 226)

ad cost multiplied by 1,000 divided by the circulation

Simmons Market Research Bureau and Mediamark Research

add lifestyle research to the readership numbers to help create the efficiencies media buyers want today

Spot TV Advantage

advertisers can increase their effort among a particular demographic group.

Interactive Era - The interactive Era takes advertising from a ___-___ conversation to a ___-____ conversation with the consumer

advertising from a one-way conversation to a two-way conversation with the consumer.

Unity

advertising has a unified design

Research Era - name three types of Demographics?

age, gender, and geographic location of consumer

*Search Marketing

agencies perform Search Engine Optimization (SEO) to get clients' websites listed higher in Google or any other search tool.

Harmony

all the elements--the pieces--in a layout must be compatible

target group characteristics - Age, gender, single-person households

all these can be influencing factors

What is the biggest reason for outdoor advertising growth?

alternative

Which of the folowing is a characteristic of brainstorming? a. quality over quantiy b. always give positve fedback c. evaluate how each idea wil work long term d. don't hink about he box

always give positve fedback

Textbook - What steps does advertising follow? (page 507?)

are there steps?

Know the goals of TV commercials

attention-getting (page 243) cost effective way to deliver to a mass audience (page 243)

sociology - Trend watching - Trends reflect changing ________, ______, and _______.

attitudes, behaviors, and values

Media researchers also are the ones who estimate the likely _____ of media outlets

audience -They'll look at circulation or viewership numbers, figure out what demographic is the largest audience and fit that with advertising objectives.

What are the cons to outdoor advertising?

audience is largely high-speed drivers tough to measure legislature controls

AQHP - Page 288

average number of people listening

AQHS - Page 288

average quarter hour share

What will half of YouTube expenses go toward?

bandwidth -estimated at $360 million. Or $1 million dollars a day.

Why isnt there a universal agency structure model?

because agencies have clients with specific needs and one structure doesn't fit all.

Why will Pinterest continue to see explosive growth?

because it is much easier for companies to monetize a presence on Pinterest than other sites.

Why is the abstract symbol not good for small budgets

because it takes more to promote it and get it recognized and recalled by the consumer.

Why are poster panels called 30 sheet posters?

because it used to take 30 sheets of paper to make a complete board. -But now it's printed on one big vinyl sheet, but we still call it a 30 sheet.

Why is it important to know the size differences between tab and broadsheet?

because newspaper ads are sold in modular formats—1/3 page, ¼ page, ½ page, and you have to know if it's broadsheet or tab to build the ad correctly.

Why was Radio (broadcast era) a significant part of advertising history?

because now advertising was delivered FREE to virtually every household in America

Advertising and the Law - why doesn't the FCC regulate obscenity on the internet?

because obscenity laws are locally based and must be decided and resolved locally.

Mass Media Develops - Why did the Postal Act of 1879 have to be passed after congress passed the low cost mailing rates in 1794?

because the mailing rates were still not enough to really lower costs enough to create that next growth wave.

Psychology - VALS - an individual purchases certain products and services because of what?

because they are a specific type of person

For creators of direct marketing tools, all the testing leads to ____ _____.

best practices

4 trends - convergence

blending of distribution, content, and/or hardware from several media to create a new media system.

ad structure - An Explanation of the promise is found where?

body copy, or a subhead if you have it

Outdoor is great for building, creating, reinforcing what?

brand awareness

Today, some big agency executives feel the term "agency" is antiquated and dead. They call themselves what?

brand communications firm Branding firm. Brand management agency.

In the 1990s, we started building _____ _______.

brand equity

A trademark is also called a ____ ____.

brand name

Creativity Soars - Branded categories ushered in what two things used in advertising?

brand promotion emotional appeals

Creativity Soars - Procter & Gamble, Kellogg , H.J. Heinz made the shift from commodity goods (like soap or cereal) to _______ goods.

branded

What is the standard newspaper page size?

broadsheet

In July 1941, the first ad showed up. It was for ______ _______ and it aired during a Dodgers-Phillies baseball game.

bulova watches

sociology - Fads appear and do what?

burn out quickly Examples are: Pokemon cards, the Macarena, Beanie Babies. Young people normally set trends.

What is the management and finance department responsible for?

business side administration payroll human resources

The Agency is Born - Volney Palmer could be seen as a space broker, what is a space broker?

buying newspaper ad space in bulk and then selling off pieces of it and keeping a small profit.

Textbook - How does advertising motivate people? (page 491)

by appealing to their problems, desires, and goals and by offering a means to solve those problems

How do art directors accomplish harmony?

by choosing elements that go together -colors, textures, typefaces that work with each other -a photo that doesn't compete with the headline.

How can you get a good sense of how agencies function?

by looking at the different departments.

In the 1980s, _____ TV makes an entrance into the TV scene. It mostly plays old network shows—reruns of classics, older years of series. And the networks aren't really impacted financially too much.

cable

Marketing Umbrella - What is the key element of a direct response advertising message?

call to action.

What is a series of ads run over a period of time?

campaign

Continuity - What is Verbal similarity?

campaign uses *words* or *phrases* in each ad to sum up product benefits, or reinforce the campaign message. examples Mmmm Good. (Campbells) The ultimate driving machine. (BMW) Good to the last drop. (Maxwell House) Imagination at work. (GE) When you care enough to send the very best. (Hallmark)

Geographical names

can be combined with dictionary words to create a trademark. Examples Texas Instruments Georgia-Pacific.

Common tests - list

can be sources, or demographic segments or geographic segments

Textbook - What are the FDA's views on comparative advertising?

cant find the FDA's view but found FTC's view on page 505 in chapter 16

Niche publications

cat fancy vegetarian soldier fortune wired

Pioneering Stage - Define the _______ to best reflect your ______.

category product

What is an example of the oldest form of promotion?

cave paintings

Products ______. Brands _____.

change remain

Textbook - How can colors influence marketing and consumers? (page 648)

color can inform consumers about the type of product inside of the package and influence their perceptions of quality, value, and purity -consumers have emotional reactions to colors

Network Buys - Avails

combining top-rated spots with less popular ones in ad packages the more you buy, the more top-rated shows you get

Most of the remaining signs are where?

commercially zoned areas

How do media buyers measure the efficiency of their media costs?

compare different media outlets by CPM (Cost Per Thousand)

Creativity Soars - By 1900, products like soap and food faced _______.

competition

When asking the questions Where to buy it? Can I get the same thing cheaper? Advertising a product now enters the ___________ stage

competitive

In the _______ stage the product reaches a point where the _______ ________ is recognized, but its ___________ over similar brands has yet to be established

competitive general usefulness superiority

For most media categories, online serves a complementary, rather than a _______, role in the media mix. This is especially true in _____ and __.

competitive print tv

Media strategy is _______ and ever ________.

complex changing

What layout does the client approve and signs off on as okay to publish?

comprehensive layout

Agencies are taken into confidence on product development and plans. Because of the sensitive nature of this information, agencies won't take on a new account if it is a competitor of an existing client. Agencies turn down new clients that present a _____ ___ _____.

conflict of interest

Brands are about ___________.

connecting -deep understanding of a brand's one-on-one relationship with people

Marketers mostly ask questions about who and to who?

consumers

Once accepted by consumers, the product now faces more _________.

consumers

Advantages - consumers are more coopaerative to provide it

consumers are much more cooperative in providing the information than they are with other forms of research (printed surveys, phone calls).

For multiple ads to work together to enforce the campaign message, there must be _________ between them.

continuity

Balance

controlling the weight, size and position of the advertising elements.

What will be a major trend over the next 5 years?

convergence

Marketing Umbrella - Integrated Marketing Communication

cooperative effort to maintain consistency and send the same message points to the consumer

James Walter Thompson's agency applied motivational studies to advertising and used scientific and medical findings as the basis for ____.

copy

ad structure - Proof of claim is found where?

copy

A Building Block Strategy is a ___-based strategy?

cost

with the changing media landscape, planners have been forced to go beyond ______ to develop plans.

costs

Textbook - Know general cost of direct-mail based on CPM compared to traditional media - Page 402

couldnt find a number -On a CPM basis, any time of direct-mail solicitation is much more costly than traditional media exposure -can be extremely expensive if directed at nonprospects -a properly executed direct response campaign will reach a significantly higher percentage of prospects with much less waste circulation than mass advertising.

A rating gives an advertisers a measure of _______ based on the potential of the market.

coverage

A recent Harvard study proved that positive emotion is linked strongly to _________ output.

creative

The media strategy also includes ________ considerations, such as the need for demonstrating the product.

creative

Creativity Soars - Agencies were emphasizing their?

creative expertise

Textbook - Where does creativity begin (per FedEx founder Frederick Smith and the Ritz Carlton executives)?

creativity begins with strategy (chapter 17 quiz)

-What is one of the fastest growing sectors of the magazine business?

custom publishing

Opt-in

customer gives permission to receive special offers -Marketers will send messages only after they have established a relationship with a company. -The customer clicks boxes that say they'd like to receive special offers and announcements. -This is not a new idea—other forms of direct marketing have used it for years.

Pioneering Stage - Get out in from of your ______ before the _________.

customers competition

Mass Media Develops - Acta Diurna

daily government-published news sheets containing siquis. (posted in 59 BC by the Romans)

Magazine Dates - On Sale Date

date the magazine is on the stands.

Magazine Dates - Closing Date

date the materials for your ad must be in the publisher's hands to make the printing deadlines.

Media Scheduling is all about what two things involved for getting the message in the mass market?

deadlines timeframes

A Farmers Market is an example of a __________ exchange.

decentralized.

In May 2009, there was a 16% ______ within Fox Interactive Media. (Called FIM.).

decline

If not used properly, yellow can do what?

detract from the perceived quality of the product.

Outdoor forms - Trivision - advantages

digital fast updates real time changes greater tracking

Marketing Umbrella - Direct Response

direct appeal to the consumer to order, buy, purchase directly from the manufacturer, or an obscure distributor. (Example: television commercial - "call in now" shamwow)

target group characteristics - Household income

disposable income is the most relevant

Ads for products in the retentive stage of feature a ________ image with very ____ words.

dominant few

Thumbnail Layouts are largely an art directors (or a copywriter's) what?

doodling and brainstorming

Marketing Umbrella - Personal Selling - What is virtually non-existent today, but it is still a popular technique for business to business selling?

door to door selling

Cons - Is newspaper circulation and readership up or down?

down

Textbook - What did agencies in the 1980s mostly respond to? (page 155)

during the 1980s, many corporations merged thereby creating giant corporations -to be more competitive, agencies followed suit, many merging because of financial pressures to serve larger clients

4 Motivations - example fear in ads

eHarmony has taken the fear in many people and showed them how its service can eliminate that fear.

Media must be e_____ and e_____.

efficient effective

Using facts and logic are not enough to connect with the consumer, what else so you have to use?

emotion -You reach the consumer on an emotional level to make your point, get your idea across. -This is more important than communicating facts about your product.

Creativity Soars - Style and luxury are examples of _______ ______.

emotional appeals (to status quo)

Evening and weekend dayparts show more usage on what type of sites?

entertainment and sports.

Magazine Features - Partial run is a magazine that is less than the _____ circulation of the publication.

entire

What is a media coordinator?

entry-level position in media

Key guidelines - As a consumer, if you see an email marketer that uses these guidelines, you can feel reasonably confident they are ______.

ethical

Key guidelines - As a creator of email marketing, if you want to look ______, you will use these guidelines.

ethical

Psychology - VALS - Psychological Qualities

ex: inventiveness, interpersonal skills, intelligence, energy

Media buyers _____ the overall media plan.

execute

The _____ stage shows that a new product _____, which can fulfill a recognized need.

exists

Database Marketing

exploded through the 1990s as computer fire power made it possible for companies to share loads of information about customers and what they buy.

What are the benefits/advantages of buying network radio?

extends reach -extends advertiser's reach to some important demographic groups: -working women and those who are light users of other media.

Textbook - What are the Types of copy approach? (page 502-504)

factual imaginative emotional

sociology - Trend watching - Don't confuse trends with ____.

fads

What is a performance fee?

fairly new revenue source. Performance fees can be tied to advertising recall scores, unit sales or market share. If the agency meets the goal, a bonus of 20 percent would be given to the agency.

Experts call Pinterest one of the what?

fastest growing social media services in the world.

there are four ways to motivate human behavior, what are they? (watch ads on youtube)

fear greed exclusivity guilt

Ad Council - Advertising War Council (1942)

first campaign was for women to enter the workforce during World War II

Pros - Newspapers, despite their age, have an array of advertising opportunities and offer advertisers a great deal of _______.

flexibility

Common types of qualitative data include what?

focus groups, interviews

market segmentation

focus on a specific group of buyers.

advertising categories - non product - political ads are for what?

for candidates running for office. It's noteworthy that traditional ad agencies will not do political advertising because it aligns them with one party and alienates them with the other.

Magazine Features - Split Run - Why would a magazine do a split run?

for testing purposes

How does the color white make us feel?

fresh and light

Pros - attention getting

gains immediate audience attention with great use of color and lighting

Standard Rate and Data Service--SRDS

gathers audited circulation numbers for all magazines and publishes them for media buyers.

Research Era - What did early research focus on?

general information about broad demographics.

Custom publishing examples

general motors creating magazines for chevy owners phillip morris, a tobacco company, creating magazines for cigarette smokers

Textbook - What is the main reason to create an in-house agency? (page 172)

generally created to save money or give advertisers more control over every aspect of their business.

Textbook - Know the most important form of segmenting a market today.

geographic segmentation?

Marketing Umbrella - What are trade promotions designed to do?

get floor space, shelf space, or to persuade the retailer to carry the brand.

What does a media coordinator do?

get involved in virtually every function in the media department: -helping out, -being an extra set of hands, -keeping things organized and flowing smoothly.

Changes - Internet radio

growing rapidly

cons - because the audience of outdoor advertising is largely high-speed drivers, copy is limited to how many words?

guideline (and it's not a rule!) is that the number of words on a billboard should be somewhere between 7 and 10 words.

In comparison to other media is outdoor advertising easy or hard to measure?

hard to measure, almost impossible

ad structure - A promise of benefit is found in the ________.

headline

The sequence of elements can help do what?

help direct the eye with gaze motion

In October 2003, 4As (the American Association of Advertising Agencies), the Association of National Advertisers, and the Direct Marketing Association established 9 self-regulatory guidelines with the goal to what?

help protect the use of legitimate email marketing

Today, when we say outdoor, it really means what?

highway signs

What is brand equity?

how consumers, distributors and even salespeople think and feel about a brand relative to its competition.

Pros - The Magazine Publishers Association (MPA) commissioned a consumer survey to determine what?

how effective magazine ads are.

Marketing Umbrella - Direct Response seeks to solicit what type of reaction from the consumer?

immediate reaction

Where do service marks appear?

in advertising

4 trends - creativity

in some aspects of new media, the demand for creativity will diminish.

Focus groups provide a more __-_____ way to explore ________ ideas.

in-depth creative

Initials and numbers examples

include things like AT&T, IBM, and my personal choice for the weirdest name ever: 5/3 Bank.

Who is spot TV sold by?

independent reps who are paid a commission by the local affiliate. -They have to be good sales people, but they also have to be good marketing people and understand demos and put together the right buys for very sophisticated advertisers. -They usually represent many different stations that don't compete with each other.

Retentive Stage - Once the product's general usefulness is widely known, _________ ________ are appreciated, and consumers buy it on _____ _________.

individual qualities past reputation

Marketing Umbrella - What does PR want to do?

influence behavior

Leo Burnett stressed that the creator of an ad needed to somehow capture and reflect what he called the "_______ _____" of the product.

inherent drama

Creativity Soars - Companies sought out agencies that had a proven track record with selling more products by selling not the product itself, but other what?

intangible qualities about the product

Creativity does depend to some extent on what?

intelligence, expertise, talent experience of an individual.

The ______ ___ is still in its ____ stages.

interactive era early

Marketing Umbrella - What is one way to distinguish PR from advertising?

is not restricted to paid time, space or media

Spot TV Disadvantage

it takes a bunch more planning and paperwork to make it happen.

What other departments could research be part of other than media?

its own department account service

Even with the slight declines in viewing that have happened in recent years, TV is still a *cost-effective* means for _____ advertisers to reach a broad audience

large

Mass Communication Era - In the Mass Communication Era, advertisers were reaching _____ segments of the population.

larger

Daytime has the ______ audience in terms of size and number of minutes.

largest

When did focus groups become popular?

late 1960s

Premarketing era - England was the first country to create a ____ about advertsing.

law

Trademarks are registered and protected by ___.

law

Pioneering Stage - become known as the market ______.

leader

Rates - Flat Rate

less than an open rate of a newspaper of the same circulation, but it offers *no discounts*. -That's the rate you pay—clear and simple.

September 7th, 1927 in Idaho, the first ____ ______ was broadast by Philo Farnsworth, a teenager.

line pricture

What type of medium is radio?

local (like newspaper)

Before Leo Burnett's time, advertising centered on what?

long text descriptions of the product, with detailed arguments as to why it was better than competing products.

Textbook - Know what a company might consider if it wishes to expand its market.

losing customers because its not focusing on its prime market

Custom publishing is a cross between what two things

magazine publishing direct mail

Cons - High Cost

magazines are the most expensive medium on a CPM basis.

Cons - Lead Time

magazines have long closing dates. -The first date is the space reservation, and it is usually no less than 90 days in advance of publication. -Then, there is a materials due date, and that is 60 days, or at the very least, 30 days before publication.

History - Pre 1920s - Magazines were the only what?

magazines were the *ONLY national medium* available to advertisers -They were strong vehicles for national brands of soap, household goods, and all kinds of consumer products.

advertising categories - trade advertising is created by who?

manufacturers and directed to wholesalers and retailers.

Once the two factors for packaging are met, package designers and the advertising people can talk about issues that center on the _________ objectives of the product.

marketing

target group characteristics - Marrieds

married couples are prime prospects for a host of products/services

Mass Media Develops - Printing presses brought printed word to the ______.

masses

What does Arbitron measure?

measures radio audiences through the use of diaries. (-these diaries have always been regarded very skeptically by media planners as they never really believed radio listeners were diligent about writing down every station they listened all day long. ) (It also began a Webcasting service in 1998)

-A GRP cannot be calculated by the network or station. -It is calculated by the ______ ______because it factors in the number of insertions, or spots, the advertiser will buy.

media buyer

What is the Media (marketing services) department responsible for?

media planning research sales promotion

In the 1980s, many agencies followed suit with what many of their clients were doing and they ______ and _______ to be more financially competitive.

merged reorganized -These mergers have lead to the mega agencies of today we discussed in the Founding Fathers section of this lecture.

cons - because the audience of outdoor advertising is largely high-speed drivers, messages can't be what?

messages can't be detailed.

Twitter is a ___-____ site.

micro-blogging

Textbook - What is the relationship and dependencies of brand advertising and campaigns? (page 655)

most brand advertising depends on a series of ads run over a period of time—in other words,the campaign.

Outdoor boards have traditionally come in two forms: paper and vinyl. Some were printed and put up in large sheets and sections, like wallpaper, and some used to be painted by hand. But very few are painted anymore. Because of the technological advancements of printing technology, most outdoor boards are printed on large sheets of what?

most outdoor boards are printed on large sheets of vinyl and adhered to the frame.

OAAA - Outdoor Advertising Association of America

national trade association

sociology - Fads appear and burn out quickly and often leave what type of a impression?

negative impression

What are the four types of headlines?

new benefits promise of an existing benefit, provocative headline selective headline

Early morning and daytime dayparts have a higher concentration on what type of sites?

news and information sites.

Are all brands products too?

no

Can there be negative feedback during brainstorming?

no

Is the retentive stage a time to cut back on advertising?

no

Is there a universal agency structure model?

no

Are copy and art handled by the same person?

no (rarely)

Is copyrighting a logotype enough?

no, Copyrights cover a much broader array of activities.

advertising categories - Do brand (national) ads include information about price?

no, Information about price is absent.

Textbook - Do magazine publishers shift their costs to advertisers to spare subscribers - Page 324

no, during the past 20 years, magazines have tried to insulate themselves from their dependence on advertising by shifting a disproportionate percentage of the cost of magazines to readers

Reach is a ___-_____ audience.

non duplicated

Marketing Umbrella - Direct Response is used for products that are not what?

not sold in stores

Quantitative Research is research using _______.

numbers

Advertising and the Law - the FDA, Food and Drug Administration, concerns with things that go ___ or ___ people.

on in

How does the media research department gather their data?

on the Web, on the streets, in the social networks

Where do trademarks appear?

on the product and the packaging

You must test how many things at a time?

one thing at a time

Spectaculars

one-of-a-kind displays designed for maximum attention in urban centers. (They'll include special lighting, unique material, innovations. Some use a building as a canvas. These can be very expensive. Negotiations are on a one-time basis.)

On average, the package has how long to attract attention?

one-seventeenth of a second

Spam

online advertising messages that are usually *unsolicited* by the recipient.

What are value-added opportunities limited by?

only by the imagination and the ethics and policies of the media offering them.

Sequence

orderly arrangement of the ad so it can be read from left to right and top to bottom.

Outdoor advertising is also called what?

out of home advertising -out-of-home has become the term used to describe what we used to call outdoor advertising. -It more fully reflects the scope of the medium.

Premarketing era - What became popular in the 17th and 18th century?

outdoor advertising

Legislative controls

outdoor advertising is viewed as visual pollutant

Who works in the management and finance department?

owners partners

Textbook - Know the techniques used during the newer pioneering stage.

page 105-107 -attempts to get more people to use the product -making a product change (taking the caffeine out of soda) -completely overhaul the product -show new ways of using the product and give reasons to use it more often -new advertising positioning strategies -target smaller niche groups

Textbook - Know what must be done, according to the advertising spiral, each time a new use for a product is found (e.g. aspirin).

page 107 a new advertising campaign promotes the product to an appropriate group of consumers.

Textbook - Which product categories faced serious competition in the early 1900s?

page 12 food and soap

Textbook - What advertising medium proved the current financial model?

page 14 Newspaper

Textbook - Why was advertising used during World War II?

page 22-23 -many companies continued to advertise to keep their brand names before the public as they looked to a future of peace time and normalcy. -advertising was created to encourage Americans to cooperate with the war effort through conversation and volunteerism. -government sponsored advertising messages, and many private agencies joined in also.

Textbook - Know the definition and characteristics of convergence as discussed in lecture and in the text.

page 34 -The blending of various facets of marketing functions and communication technology to create more efficient and expanded synergies. -coming together or intersecting different components of some related system. 1. technological convergence 2. business convergence 3. content convergence -Convergence is a business term that is used in many disciplines. Media is going through a convergence right now. -In the Marketing perspective, all the different activities under the Marketing umbrella have always been connected. -Today, with social media and smart phones and exploding technology, all the forces of marketing are working together like never before.

Textbook - Know the four categories of the communication component of the marketing mix.

page 37 1.Prospect Identification demographic data, social, cultural, and psychological characteristics that predict purchase behavior 2. Consumer motivations consumer needs, wants, and aspirations into purchases of general product categories, and more important, specific brands of goods and services. 3. Advertising execution 4. The advertising budget and allocation

*Internet's role in advertising - Source of direct sales

page 396 Companies can sell stuff on the Web.

*Internet's role in advertising - Source of marketing and promotion information

page 396 They can provide all kinds of details about the company on the webstie.

*Internet's role in advertising - Source of ad-supported communication

page 396 They can use the internet to supply more in-depth information.

Textbook -Know the first step in Advertising Research.

page 471 Advertising Strategy Development -Research tries to answer questions: Who is that market and what does it want? What is the competition we are specifying? What communication do we want our selected market to get from our advertising? How will we reach the persons selected as our market?

Textbook - Be able to identify examples of products or categories with a need for high brand recognition due to lack of differentiation between products.

page 49 -soft drinks -beer -cigarettes

Textbook - Know the definition/characteristics of brand extensions.

page 51 -new product introductions under an existing brand to take advantage of existing brand equity advantages 1.saving money by not needing to build awareness for a new and unknown brand name 2. adding equity to an existing brand name with a successful extension disadvantages 1. Damaging a core brand in the minds of loyal consumers with a failed introduction 2.Losing market focus on your existing brand and/or diluting marketing efforts and budget across several brands

Textbook - Know the risks associated with companies introducing entirely new products.

page 51 Damaging a core brand in the minds of loyal consumers with a failed introduction?

Textbook - Know the fundamental task of a marketer, according to Theodore Levitt's model.

page 52 a marketer's fundamental task is to understand jobs customers need to do - and build products that serve that specific purpose

Textbook - Know the definition/characteristics of product differentiation.

page 58 -unique product attributes that set off one brand from another -often based upon some intangible elements about the product including a brand image created in part by advertising (can be tangible also) -based on ideas -minor changes

Textbook - Know the key to motivation in the product-differentiation strategy.

page 61 price?

Textbook - Know the usual outcome of a newly accepted product in the competitive stage.

page 98 competition short-term could have dominance in the market can create significant growth for the whole product category

Newspaper Categories - Co-Op - Who is Co-Op advertising paid for by?

paid for, all or in part, by a national advertiser.

situation analysis

part of a marketing plan. They are also called a SWOT Analysis. analysis are issues that deal with the past and present of a product.

Rate - short rate

penalty fee for not fulfilling your contract obligations.

Pinterest is a pin-board style social _____-sharing website.

photo

Because of the level of expertise involved in the fast-changing media world, media planners have a _______ position in the advertising process.

pivital

Newspaper Categories - Co-Op - Who is Co-Op advertising placed by?

placed by the local advertiser

MSA

popular with newspaper targeting. Central Florida's MSA is three-counties: Orange, Seminole and Osceola.

Cons - Newspaper circulation has fallen far behind ________ and ______ growth.

population household

Ratings - Personal People Meters, PPMs

portable meter, worn like a beeper on participating consumers, captures data about what the listeners heard in his or her home, mall, on the Internet—anywhere a radio signal reached them.

Do the results of the MPA study send a negative or positive message?

positive

Advertising and the Law - FTC, Federal Trade Commission, was established in 1914 to prevent what?

prevent unfair business practices

Production commission, or mark ups, are charged for ____ _____.

printed pieces including typesetting, photography

The writers and designers of ads think focus groups are more useful in _______ ___________.

product development

_______ are made in factories. _______ are made in the consumers' minds.

products brands

advertising categories - end-product ads are for what types of products?

products that the consumer does not buy directly, but are part of the product the consumer does buy. Confusing? Think Intel, Nutrasweet

rating =

program audience/total tv households or a specific demo group

Outdoor advertising is the oldest for of what?

promotion

Advertising and the Law - the Pure Food and Drug Act (1906) was the first attempt by government to?

protect consumers

Pros - Exposure

provide exposure to virtually every adult in a geographic market with high frequency and low cost per exposure.

Pros - attention getting - reminder messages

provide reminder messages, especially near retail outlets. example: fast food billboards near the restaurant.

Magazine Types - Consumer magazines

publications written for and purchased by the general consumer examples: people, maxim, cosmo -news about products, trends, and features of interest to the magazine's intended audience. -companies who offer products and services that connect with the audience reading the magazine have ads in consumer magazines.

Early Days - What was George Rowell (1869) known for?

published the very first RATE CARD with costs for advertising in different newspapers—and his own estimates of the newspaper's circulation. -His estimates were often lower than publishers' numbers, but he did pave the way for rates to be based on circulation.

Violators of trademarks can be charged with what?

punitive damages for infringements.

Media planners are looking at ______ factors--like interactions between the audience and the individual media.

qualititative

AQHR - Page 288

rating for the average quarter hour

What is the basic measure of television and How do you measure a TV ad's effectiveness?

rating point.

Newspapers have great _____ across many (demographic) segments

reach

Advertisers also use GRPs as the basis for examining the relationship between _____ and _________.

reach frequency

GRP =

reach X frequency

3 groups of users - entertainment/information oriented users

regular users of a site. -looking for an interactive activity and they'll return to the same site often if it provided them with the information and entertainment they want.

The retentive stage is also known as the _____ stage.

reminder

Pioneering Stage - A con to the pioneering stage is that it requires the advertiser to do what?

requires the advertiser to educate consumers about why they need it

Pioneering Stage - A con to the pioneering stage is that it is expensive in what two costs?

research and development advertising costs.

What is The primary goal of advertising?

research is to help in the process of creative development.

Cons of Direct Response - high cost

rising expenses for printing, production, and postage no matter what form you use

Textbook - Understand rating points and rankings

same as television except for the differences listed under Using Radio Ratings on Page 287 -rating point (page 244) the percentage of television households in a market television station reaches with a program. The percentage varies with the time of day. A station may have a 10 rating between 6:00 and 6:30PM and a 20 between 9 and 9:30pm -gross rating points (grp) (paage 244) each rating point represents 1 percent of the universe being measured for the market. In television, it is 1 percent of the households having television sets in that area. ranking? 4th and 5th paragraph under types of programming page 283?

Media Buyers _____ and ______ specific media placements.

select negotiate -They'll get the best rate -negotiate for multiple insertions or runs. -Relationships with media sales reps are key.

Premarketing era - What did town criers announce?

ships coming into port (which were loaded with goods from faraway lands)

Pioneering products usually have a ____-term advantage, but must continue to _______ their products to stay ahead of the competition. Name two examples of this.

short improve iPhone and Android

How long do ads run for?

short period of time

*In 2009, 74% of US households paid for Internet access. There are 210 million households in the US, so that's a very _________number.

significant

Mass Media Develops - The Postal Act of 1879 resulted in significant?

significant mail discounts for magazine publishers

Psychology - VALS - VALS is a network of interconnected segments. Neighboring types have _______ characteristics and can be _______ in varying ways to suit particular marketing purposes.

similar combined

Textbook - What is creative advertising (according to Sullivan, Cox, Saatchi, and Fallon Worldwide)? (page 488)

simple advertisement

Juey & Partners summed it up best, in my opinion. He said, "_________ is the key to great advertising

simplicity -Take the single most salient feature of your product or service and communicate that in a simple, thought-provoking or entertaining way

Textbook - How is advertising created and who is involved? (page 658)

situation analysis ?

Pros - Name the flexible options for newspaper advertisers

sizes color timely coupons special sections targeted edtions online

Who is Pinterest funded by?

small group of entrepreneurs and investors.

Changes - These new ownership rules changed the radio industry from an industry of ____ _____ to one of a few _____ __________

small groups large conglomerates

What part does Network Radio play in sales?

small part of overall sales in the radio picture, but it is popular with national advertisers.

sociology - Trend watching - Trends are a product of what?

society textbook

Textbook - What important element of advertising was missing in the very early 20th Century?

sophisticated psychographic research?

History - TV becomes mainstream and magazines become a _________ medium to reach _________ prospects.

specialized targeted -TV is on the scene and becomes entrenched as a mass medium. -Radio must redefine itself. And it does. Which is where we are today.

Quantitative Research is _________ ________ of large amounts of data.

statistical analysis

What did agencies do so they could take on clients with some degree of competition after the merges of the 1980s?

structured themselves with independent offices

Psychology is the study of what?

study of human behavior and its causes

Creativity Soars - Heavy competition from other retailers gave Wannamaker the idea to sell products based on _____ and ______.

style Luxury

Leo Burnett's advertising concentrated on what?

style, creating icons as a symbol of the product

logo design - What is a logotype?

stylized rendition of a company's name.

What does the Media Planner do?

supervises all areas of the ad campaign relating to media

A great source of Quantitative Research is _____.

surveys (filled out by consumers)

The data is collected in February, May, July and November—periods TV people call ______.

sweeps

Textbook - An example of a new brand with international apeal that communicates speed and easy cleaning (page 644)

swiffer

Creativity also involves a persons willingness to do what?

take risks, to take a problem and turn it on its head

A great brand follows the principle of what?

tapping into emotions

Measurement - Television advertisers evaluate buys by the _____ ______ they deliever.

target audience

Cons - What two demographics lag behind in newspaper readership?

teens young adults (Will they become more interested in local news and information as they get older and own homes and have children in school and turn to newspapers as the leading source of that information? Only time will tell)

Pros - image is on the upswing - What type of medium did outdoor advertising used to be considered?

the "beer and cigarettes" medium -because alcohol and cigarettes were first outlawed in newspapers and magazines. -So outdoor was one of these products' few options. -And, beer and cigarettes are purely a brand image message.

What was notable about the J Walter Thompson ad in Lifeboy, that was also placed in women's magazines?

the *long copy* and its *direct approach* to talk to women.

4 trends - engagement

the ability of an advertising medium to deliver a receptive audience in it. (American Idol, Dancing with the Stars, radio talk shows.)

Names - What is one advantage to having a dictionary words for a brand name and a trademark?

the consumer will easily recognize them.

Magazine Dates - Cover date

the date that appears on the cover

Textbook - What should you expect in the media scheduling phase of a media plan? (page 232-235)

the detailed plan or calendar showing when advertisements and commercials will be distributed and in what media vehicles they will appear -specific details about: -what media will be bought -when they will be purchased -how much time or space will be used for each ad or commercial -flighting -the pressure of competition --ad strategy, product development, and pricing tactics -the budget

Textbook - The curent stage of development copy and production of advertising (page 660)

the final stage of the creative process

What is the creative department ultimately responsible for?

the finished product--ads and commercials

What will redefine agencies and the services they offer over the next several years?

the growth of SOCIAL MEDIA as a tactic in a companys advertising plances

Textbook - What is the most important part of a print advertisement? (page 493)

the headline

What is the foundation of any good media plan?

the identification of the prime prospect segments within the audience of various media

Are the previously mentioned websites advertising tools?

the line is blurry. You can advertise (in a traditional sense) on Hulu and Facebook

In direct mail, what is the key element to the success of your campaign

the list -tie to database marketing. -Marketers use several types of service companies to get the best quality names possible.

*Before a company invests time and money in social media channels, what do they have to evaluate?

the long-term potential of that channel.

The marketing analysis has the fundamentals of what?

the marketing strategy

A trademark (brand name) is the name people use when?

the name people use when they speak of the product.

Cons - What makes the high cost of magazine cpm worth it?

the niche quality of magazines readership makes this high CPM unimportant because of the waste in other mediums.

What is reach?

the number of different people exposed to a single medium

-If you had a campaign using more than one medium, the reach would include what?

the number of people exposed to the entire media schedule

What is frequency?

the number of times each person in the audience is exposed to the media schedule.

Measurement - Share

the percentage of households tuned to a particular program -shows how a program is doing against direct competition

What do media buyers monitor?

the placement of the ad after it's out the door. - Did it run when it said it would? -Was there a problem with airing or production?

Psychology - VALS - resources

the range or psychological and material resources available to sustain that self-concept -ex: money position, education

What is the Account Service department responsible for?

the relationship between the agency and the client -formulate the basic ad strategy, present the proposal to the client

What is continuity?

the relationship of one ad to another throughout a campaign

What stage are products the most profitable?

the retentive stage

Textbook - What is the valuable space advertisers are trying to buy?

the space in your head?

Textbook - What is the most appropriate place to spell out the promise? (page 493)

the subheadline

What does Myspace's explosive growth and then virtual insignificance show?

the volatility of the new, Internet-based media

sociology - Macro Trends

the way people think (example: Seeking more of a balance on work and family, for example)

*Advantages - Can collect market research quickly

they can reach a larger respondent base than they could with older methods

Domain abuse and parody sites

this includes cybersquatters who register domain names they have no intention of using to get the company who owns the trademarked name to buy it from them.

Noteworthy Campaign DuPont - Better Things for Better Living through Chemistry - in 1984 they dropped "______ _______". and what is that an example of?

through chemistry -Changing its themeline by just modifying it slightly is an example of the *brand equity* DuPont -campaign had lasting staying power of 55 years - in 1999, it changed the themeline again to "The Miracle of Science.

What is Pinterests goal?

to connect people through things they find interesting.

Advertising and the Law - why does the FCC limit the number of media outlets a business can own?

to control competition for advertising rates.

Magazine Publishers of America's purpose

to determine the value of magazines as an advertising tool

Pioneering Stage - What is the first purpose of advertising in the Pioneering Stage?

to educate consumers about new products and services.

advertising categories - what is the goal of trade advertising?

to gain more distribution for the product, increase trade support (like more shelf space for the product) or announce consumer promotions.

Pros - excellent supplement

to other mediums for product introduction or building brand-name recognition.

What is Data mining used for?

to protect future purchases

What is the intention of custom publishing?

to reach prospects and current customers in an environment that is totally controlled by the marketer.

What is the goal of advertising in the retentive stage?

to retain customers and keep the brand name in front of them.

Marketing Umbrella - What types of sales promotions are never seen by consumers?

trade promotions

What do media planners have to anticipate and keep agency management and clients informed on?

trends

the media research department gauges and anticipates ______.

trends -finding out the new trends and how to maximize them to meet advertising objectives.

advertising categories - non product -category

type of advertising where the advertised product is not a brand, but the category of the product. Makers or producers of the product band together to promote the generic product's value. Got Milk? Is a great example. You're being told to by T.G. Lee, but to drink milk in general

Roger von Oech said "don't fall in love with a ________."

typeface -Don't do the same old thing over and over. -Because there is no particular value in doing things the way they've always been done. -Branch out. Do new things. Try something different. -That's the way to be creative.

Advertising and the Law - Wheeler-Lea Act - "eliminating acts or practices that are _______ or ______"

unfair deceptive (the FTC is the primary enforcer the ensures advertising claims and sales practices meet reasonable standards for honesty and truthfulness.)

_________ opportunities are _______ offered by the media to advertisers to entice them to purchase more advertising space or time.

value-added incentives

Research Era - Psychographics are very detailed information about the __________, ________, _________, and _______ of consumers.

very detailed information about the lifestyles attitudes motivations moods of consumers.

Rates - Open Rate

very high rate, but a newspaper will *offer discounts* against it—for year-long contracts, for multiple insertions.

Retentive Stage - the advertising is highly ______, and is basically _____ advertising.

visual name

Premarketing era - Because most people were illiterate in the 17th and 18th century the names for inns were very?

visual and graphic

What is a flow chart?

visual diagram of the media plan. (account coordinators work on flow charts)

Adserver basics from google

watch videos

sociology - Social Class and Stratification are the variables that marketers combine to predict sales of what 4 things?

wealth education occupation achievement seniority

Psychology - VALS - Primary Motivations

what in particular about the person or the world governs his or her actions and activities -ex: deals, achievement, self expression

When will the brand message work best?

when it is not in conflict with these qualitative factors. (-newspapers are about information. -Television scores higher as an emotional medium. -Direct mail is about personalization.)

Spot TV

when national advertisers buy from local stations instead of across a network

target group characteristics - Spending habits

where you dine, how often, leisure purchases. How do marketers and advertisers get this information? From credit card companies.

copy styles - emotional

works for all types of products.

What is capturing?

writing down your random thoughts and visualizations, you have preserved it so you can pay attention to it later, when it might have more meaning and value.

What is the most visible of all the colors?

yellow -this is why highway signs are yello

Can creativity be learned?

yes

Do media planners have a lot of power in the agency?

yes

Is tv less expensive than print media on a cpm basis to buy time?

yes -Again, this is a comparison of buying time. Production costs in TV are very high, with network spots starting at about $1 million to produce.

Do bleeds and right readers require an additional fee?

yes, virtually every advertisers pays it. -usually 10 to 15% more.

Rates - If you were charged open rate and received a discount but didn't fulfill your contract, what would happen?

you can be charged a short rate. -This is a penalty fee for not fulfilling your contract obligations.

What if you fail to identify the prime prospect segments within the audience of various media?

your campaign has doesnt have a chance of success.

Pioneering Stage - What are the three cons of the pioneering stage?

- expensive in both research and development AND in advertising costs. - requires the advertiser to educate consumers about why they need it. - estimated failure rate for truly new products is 67%.

Advertising is a complex blend of?

-Advertising is a complex blend of art and science. (And it's not a 50-50 split between the two. And how do you define the art part?)

Marketing Umbrella - Marketing - Placement

-How will the product be distributed? -Where will it be on the shelf? -Or, will the product only be available through authorized dealers, or catalog, or online?

Know how to differentiate between goals in advertising, marketing, and business.

-If advertising supports the marketing function, then marketing supports the business function. But, the goals of each function are different—and related. - To introduce Bud Light Platinum during the 2012 Super Bowl, the plans out of each department were all about selling beer. But they are explained and executed differently. -The executives want Bud Light Platinum to increase profits for the parent company. -The marketing department want measurable results tied to how many people in the beer drinking market bought Bud Light Platinum in the first three months. -The advertising folks want to introduce the new product and give consumers a reason to try it. So, why all these functions are related, they each have a different approach.

advertising categories - non product - PSA

-Public Service ads, or PSAs, are unique in that the media is not getting paid to air or run them. -PSAs are produced for and run to help the public good. -Under FCC licensing agreements, media outlets must run messages for public good. (Examples: Smokey the Bear, Drunk Driving, many ads by the Ad Council are all examples of PSAs.)

advertising categories - non product - service (FIRE) ads are for what?

-Service ads are for companies that don't sell products, but offer a service.

advertising categories - non product - service (FIRE) - what does FIRE stand for?

-The acronym FIRE is helpful to understand the largest service categories: Finance, Insurance and Real Estate.

advertising categories - why is business to business considered specialty selling?

-You're selling something to business that they will use. This is everything from office furniture to computers to venues for company parties. (Example: -An example can be found on the next page. AFLAC is another a great example. The general consumer can't buy AFLAC insurance, but the commercials are designed to help AFLAC gain awareness among human resource managers and to get employees to ask about it at work. You can watch one of AFLAC's commercials on the YouTube channel. 25)

Marketing Umbrella - Public Relations

-all those efforts an organization does to create a viable environment in which to do business.

Marketing Umbrella - What type of media can Direct Response be seen in?

-any form of media -TV, radio, billboards, newspaper, magazine, direct mail.

what advertising do for consumers?

1.It allows them to MAKE CHOICES in the marketplace. 2.It makes them AWARE OF COMPETITORS so they can make these choices. 3.It shows the consumer WHATS AVAILABLE in the market. 4.With the promise of brands, consumers can BUILD TRUST in a product and this leads to repeat purchases. 5.Keeps PRICES COMPETITIVE. Competition is based partly on price. 6.Good advertising can kill a bad product because it CREATES TRIAL.

What does advertising do for business?

1.It creates NEW MARKETS for the brand or product or service. This creates growth and more revenue for the business. 2.Advertising can be used to CHANGE people's PERCEPTIONS. The classic example is Orange Juice's campaign in the 1970s. At that time, OJ was a breakfast drink—and that was the only time people drank it. After a campaign to promote "Orange Juice. It's not just for breakfast anymore" people began to drink it all day long. Sales increased. 3.It can STABALIZE MARKETS. (This is what the real estate is trying to do right now.) 4.Advertising makes a LONG-TERM CAPITAL INVESTMENT in the brand. This builds customer loyalty. 5.Keeps things COMPETITIVE, and competition is good for consumers. 6.Advertising fuels the FREE MARKET SYSTEM. Word of mouth is too slow.

direct response - Direct advertising

advertising that comes to you, but not through a medium

Marketing Umbrella - Advertising openly identifies the what?

advertsier

Marketing Umbrella - Why is Direct Response extremely accountable?

because results can be tracked and measured

Marketing Umbrella - Advertising

Advertising is the science of arresting the human intellect long enough to extract money from it.

direct response - Direct mail

comes through the post office. It is the most researched and tested of all advertising tools.

How much money do the Top 100 U.S. advertisers spend each year?

Figures range from $105 million to $141 billion EVERY YEAR.

Textbook - Know what "speaking with one voice" means in marketing communication.

consistent campaign message from all communications

Pioneering Stage - Why do you need to educate consumers about new products and services?

Just because you introduce a new product is no guarantee consumers will flock to it.

advertising categories - retail advertising is a huge part of what medium?

It is a huge part of newspapers and tends to be local.

Marketing Umbrella - What is happening to the PR field in relationship to size?

It is growing

Pioneering Stage - Con: What is the estimated failure rate for truly new products?

The estimated failure rate for truly new products is 67%.

advertising categories - direct response is a ________ of advertising and not a _____ type.

category single

Marketing Umbrella - Can PR be measured?

no

Marketing Umbrella - Marketing

strategic planning level for goods and services.

advertising categories - what do professional advertisements feature?

tangibles, usually in the form of testimonials from customers. Or they feature employees (partners, owners) and they stress quality and experience.

advertising categories - what do corporate advertisements try to establish?

the company's corporate character.

What is the key to advertising?

the key is memorability.

advertising categories - Who is Brand (national) advertising done by?

the owner of a trademarked product or service sold through different distributors or stores. (Like beer and soda)

advertising categories - direct to consumer

these are commercials that are aimed at the end consumer, even if the consumer can't get the product without an intermediary. This includes lots of drugs: Zocor, Viagra, Lipitor.

direct response - mail order

this includes catalogs

direct response - telemarketing

this is selling over the telephone.

Marketing Umbrella - What is the largest category of sales promotions?

trade promotions

Marketing Umbrella - Who are trade promotions aimed at?

wholesalers and retailers