FMD 410 final exam
What is resonance?
a play on words
Who are most likely to use coupons?
Low income women
What is institutional retail advertising?
-desirable place to shop - long term patronage -builds reputation
What are long term advertising objectives?
-establish clear market position -improve retailer's image -enhance reputation
What is the diffusion curve?
-innovators -early adopters -late adopters -laggards
What are the 4 elements of advertising?
-objective -message -supports (coupons) -constraints (trademarks, logos, copy restrictions)
In an ad, what is the suggest space allocation for the illustration?
60-70%
What are the different forms of innovations?
- a clothing style - manufacturing technique - new variation of existing product - new way to deliver products - new way to package a current product
What is a dynamically continuous innovation?
- a more pronounced change in an existing product EX: iphones
What is ambient advertising?
- advertising in weird places to get customer's attention
What are the different types of consumer promotions?
- coupons - premiums - sweepstakes/contests - refunds/rebates - sampling - bonus packs - price offs
What is promotional retail advertising?
- coupons - sales - discounts
What are the main types of message appeals?
- emotional - rational - sexual - humorous - metaphor - resonance
What are the types of sampling?
- in store - direct - cross ruff - media - professional - selective
What are short term advertising objectives?
- increase transaction levels per customer -inform customer that prices have been reduces -increase awareness of product
What are the 5 different visual contrast directions?
- juxtaposition - spatial perception - overlapping - alteration - closure
What is a continuous innovation?
- modification of an existing product -evolutionary NOT revolutionary
What is clearance advertising?
- moves old merchandise or bad buying decisions quickly
What is regular price line advertising?
- offers merchandise that carries normal profit margins
What are the 2 promotion combinations?
- overlay - tie in
What are the 6 different layout TREATMENTS?
- picture window - silhouette - square zero - surrealism - Mondrian - shock
What is bait and switch advertising?
- product is advertised at really low price - held in short supply - sales associate shows you regular priced similar item instead
What 3 things must every promotion include?
- restrictions - full price - value
What are the 6 visual path techniques of advertising?
- straight vertical - guttenberg diagonal - C - reverse C - Z
What is special promotion advertising?
- to produce immediate large volume of $$ or customer flow
What are objectives of promotions?
- trial purchases - repeat purchases - brand switching - reinforcing brand image
What is opportunistic advertising?
- unforeseen shipments, last minute buys, changing market conditions
what are consumer benefits of promotions?
- utilitarian (savings, quality, convenience -hedonistic (feeling smart, lucky, excited)
What are the 5 different layout TECHNIQUES?
- vertical half - island half - white space - bleed -border
What is the difference between publicity and advertising?
-Publicity is FREE -Advertising is PAID
Prices that end in ____ are most likely discounted
9
What is a discontinuous innovation?
-creates major changes in the way we live EX: airplanes, computers, cars
What are the 5 steps of the consumer adoption process?
1. awareness (hears about product) 2. interest (seeks product info) 3. evaluation (evaluates info) 4. trial (tests it out) 5. adoption or rejection
What are the 3 perceived risks?
1. economic (performance problems) 2. enjoyment (becoming bored) 3. social (won't approve)
What are the 5 prerequisites for successful adoption?
1. relative advantage (compared to other products) 2. compatibility (with consumer's lifestyle) 3. complexity (ease of use) 4. trialability (experiment with first) 5. observability (more likely to spread)
In an ad, what is the suggested space allocation for the headline?
10-15%
In an ad, what is the suggested space allocation for the copy?
15%
Consumers expect a good deal to be between ____ and ____ %
20% - 40%
in an ad, what is the suggested space allocation for the logo/signature?
5%
What is metaphor?
Dissimilar objects
Should you promote frequently or infrequently?
INFREQUENTLY
What is an innovation?
Product or service that the consumer PERCIEVES to be new
Should you promote regularly or irregularly?
REGULARLY
What is diffusion of innovation?
process whereby a new product, service, or idea spreads through a population
