FMD 410 final exam

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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


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