Advertising quiz 2

5 steps of the creative pyramid:

1. Action 2. Desire 3. Credibility 4. Interest 5. Attention

What leads to the greatest waste of money in tv commercial production? Explain

Bad planning before production -Good planning saves time during filming

How are GRPs and CPMs calculated?

CPM = Cost of ad/number of thousand of reach

Should national advertisers be charged a higher rate than local advertisers? Support your position

Currently, the national rate is 75% higher than the local rate, but some papers charge as much as 254% more -Higher rates are due to the added costs of serving national advertisers -However, many national advertisers are rejecting these high rates and going elsewhere -National advertising revenue is declining

What factors should advertisers consider in deciding among several local papers including dailies and weeklies?

Dailies are published every morning and therefore info is updated more quickly, have broader geographic circulation, and generally a larger male readership Weeklies have longer shelf life, serve small residential areas, and have a higher cost per thousand and more readers per copy

How can radio be best used in an IMC program?

Enables advertiser to maintain strategic consistency and stretch their media dollars through imagery transfer.

What qualities characterize the two main styles of thinking?

Fact based, objective thinking: -Tend to fragment concepts into components and to analyze situations to discover the one best solution; prefer facts & figures, data they can analyze. Value based: -Intuitive thinking: make decisions based on intuition, values, and ethical judgements; better able to embrace change, conflict, and paradox, more imagination.

When is it better to use film and when is it better to use digital media? Why?

Film: soft texture, versatile, slow motion shots, distance shots, mood shots, fast action, animation Digital: more brilliant picture, more realistic, more live, provides immediate playback, can be replayed forever

What do best practices suggest that advertisers first do before engaging in social media?

Focus on customer retention and relationship management (CRM)

What is the diference between average quarter-hour and cume audience? Which is better?

Identifies the average number of people listening to a specific station for at least five minutes during a 16-minute period of any given day part Cume persons is the total number of different people who listen to a radio station for at least 5 minutes in a quarter-hour within a reported day part

How does the IMC approach differ from the top-down media planning approach?

In an IMC approach a planner starts by segmenting their audience based on purchase history. And then ranking the segments by profit to the brand. -Whereas a top down deals specifically with the classic definition of audience objective and going from there

What color is white space (isolation)?

It's the part of the ad not occupied by other elements (can be some color other than white). -Helps focus attention on an isolated element -Makes the copy appear to be in a spotlight.

Why has advertising on network TV become less desirable in recent years?

Lack of flexibility -Long lead times -Inconvenient restrictions -Forced adherence to network standards and practices.

What is the advantage of magazine advertising to businesses that sell to other businesses

Largest category, most widely reae

What is a layout? What is its purpose?

Layout: overall orderly arrangement of all the format elements of an ad: visuals, headline, subheads, body copy, slogan, seal, logo, & signature. Purpose: -Helps both the agency and client develop and evaluate how the ad will look/feel -Gives client a tangible item to correct, change, comment on, & approve. -Helps creative team develop the message's psychological elements (nonverbal & symbolic).

What are cookies, and what are they used for?

Messages that web servers pass to your web browser when you visit Internet sites. Your browser stores each message in a small file, called cookie.txt . When you request another page from the server, your browser sends the cookie back to the server.

How would you describe the advantages of the internet offers advertisers over traditional media?

More sophisticated technology is used to track the keywords that were searched, the day and time, and the frequency.

What is the difference between out-of-home media and outdoor advertising?

Out of Home media is advertising that reach prospects outside their homes -Four main categories: billboards, street furniture, transit, and alternative. Outdoor advertising is the billboard/sign section of the greater out of home

What are the principal categories of transit advertising?

Out-of-home media that includes bus and taxicab advertising, as well as posters on transit shelters, terminals, and subways.

What is the importance of interactive media to small advertisers?

QR codes, mobile coupons, and video present other opportunities, but are still not readily available to the masses as each phone needs to have functionality.

Which advertising objectives are the outdoor media most suitable for?

Reaching the whole population, reminding the population to "drink coke"

What are the "right" reach and frequency for a given message?

Should be somewhere in the middle -Too low frequency is bad, too high is also bad -You will reach more if you have a medium/high frequency

Why is outdoor advertising sometimes referred to as the last mass medium?

Since mediums such as radio, tv, and internet section their audience there is no easy way to target everyone. The medium of outdoor advertising is out in the open and everyone can see it.

Which companies on the internet receive the greatest amount of advertising revenue? Why?

Social Media companies which present a relationship opportunity to brands

Give examples of TV spots that typify the right major types of TV commercials.

Straight announcement: one person delivers the sales message Presenter: one person/character presents the product and carry the sales message Testimonial: satisfied user tells how effective the product is Demonstration: products demonstrated in use, in competition, or before and after Musical: musical commercials, jingles (ex. Coke "I'd like to teach the world to sing,") Slice of Life (Problem-Solution): dramatize real-life situations; usually starts with plain folks discussing some problem (bad breath, loose dentures, body odor, etc.) Lifestyle: presents the user rather than the product Animation: cartoons, puppets, digital animation (effective for children)

What is the difference between a strategy statement and a big idea?

Strategy: describes the direction the message should take. Big idea: the flash of creative insight - the bold advertising initiative - that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen.

In what ways is cable TV's selectivity a strength? A drawback?

Strength: Cable offers specialized programming aimed at particular types of viewers. Narrow-casting allows advertisers to choose programming with the viewer demographics that best match their target customers. Drawback: it causes limited reach

How can TV be best used in an integrated marketing communication program?

TV is the most authoritative advertising source -Compared to only 15.4 percent of newspapers, 10.8 percent for magazines, 8.6 percent for radio, and 4.4 percent for the internet. -TV was rated as the most influential, persuasive, and exciting medium.

What are the most common forms of digital media? How do they differ from media in the past?

-Viral video -Website -Viral ad New technology, new terminology, and new costs

If you were the advertising manager for a magazine aimed at senior citizens, what advantages would you cite to potential advertisers?

-Audience selectivity: You are reaching a specific captive audience -Permanence: long shelf life allows elderly people to spend more people absorbing the information, rather than having it thrown at them quickly in a tv ad -Pass-along readership: senior citizens might tell their other senior friends to read

What is the primary role of the print production manager?

-Choose the technique to execute the creative team's design -Choose the material (usually paper) -Translate the design into a mechanical pasteup -Work with engraver to ensure the conversion of correct negatives to make big printing plates

How did the internet evolve to its present status as an advertising medium?

-Commercialization of the internet began with the commercial online services that offered a large subscriber base to potential advertisers. -It became so big, once web browser software became available, it made the internet user-friendly to non-computer specialists.

What are the various ways to buy broadcast television time?

-Compare the packages of each station -Substitute stronger programs for less efficient ones -Negotiate prices to get the best buy

What major factors influence the choice of individual media vehicles?

-Consumer purchase patterns -The product's seasonality -The balance of reach and frequency that meet the media's budget

What are the principal methods used to schedule media?

-Continuous: running steadily over a maintained period. -Flighting: periods of sporadic and no advertising (usually seasonal products like lawn-care or cold remedies) -Pulsing: steady advertising that is ramped-up over a high selling period. -Audience: total number of people or households exposed to a medium

What must media planners consider before they begin?

-Define their audience objectives before beginning -Define specific types of audience members they are reaching out to -Set goals to communicate with that audience -Take into account the scope of the media plan (determined by location and makeup of Target Audience)

What is the significance of dayparts in radio and TV advertising? What are the best day parts for each?

-Divide the day into five time ranges to record the highest number of audience members -Air certain programs or advertisements, and to give price rates based on the parts. -Radio stations give advertisers rates based on the time of the day. -Best dayparts for radio are drive times; when people are commuting to and from work -The best dayparts for TV is prime time (8-11 p.m. Eastern Standard Time).

What major factors contribute to the increased complexity of media planning?

-Dramatic increase in media options -Increased fragmentation of target audiences -The rising cost of space and time -The increasing complexity of media buys

How are color photographs printed? What are the potential problems with printing in color?

-Four color process is used -Combines the four primary colors ( in this case, blue yellow, magenta and black) -Printer prepares four different printing plates: one for each color Problems: can be more expensive

What is halftone? Why is it important, and how is it produced?

-Halftone plates print dots instead of print lines and solid areas (like type). -The halftone screen breaks up continuous tone artwork into tiny dots. -When the dots are combined, there is an optical illusion of shading in a photo. -Allows for continuous tone photographs or other illustrations requiring gradiations to be produced on orthographic film or a plate

What are some ways an advertiser such as Mcdonalds could use digital media to enhance its IMC program?

-IMC = integrated marketing communications -Utilize the internet: viral videos, viral ads, social media -These can be low production cost but high impact -Short, snappy, should create strong emotional reactions

What are the 5 M's of the media mix, and how are they determined?

-Market -Money -Media -Mechanics -Methodology

What secondary research sources are available to planners?

-Past market experiences -Simmons Market research bureau -Media Mark Research

What are the advantages and disadvantages of animation?

-Pro: Can effectively communicate difficult messages or reach special markets -Pro: often score highest in viewer interest and has the longest life -Pro: over time, they cost the least per showing -Con: initial production is very expensive

How could a local newspaper use an online database service or the internet to help itself or advertisers?

-Reduce clutter -Provide follow-up on certain stories -Ads can change more frequently on the internet than in a weekly paper

What are the important things to remember about making a presentation?

-Should be receiver driven -Idea has to meet client's needs -Should be prepared & rehearsed -Use great visuals and emotional appeals - good presentation makes people want to do the campaign. -Should be well-structured; opening is all-important because sets the tone for the presentation.

How does audience measurement on the Web differ from that for traditional media?

-The words they used to find you can be tracked (SEO) -The frequency and behavior of each individual person can be tracked.

Why might an advertiser use a mixed-media approach?

-To reach people unavailable through one media -To provide repeat necessary exposure over a shorter period of time -To produce Synergy (total effect greater than the sum of its parts)

What are the advantages of broadcast TV advertising for a product like milk?

-Very efficient to expand the distribution across the country and sell products, -Ideal for building an image of their brand -Largest volume of national advertising.

What are the four roles of the creative process?

1. Explorer: searches for new information, paying attention to unusual patterns. 2. Artist: experiments and plays with a variety of approaches, looking for an original idea. 3. Judge: evaluates the results of experimentation and decided which approach is most practical. 4. Warrior: overcomes excuses, idea killers, setbacks, and obstacles to. Bring s. Creative concept to realization.

What are the five common budget busters every production manager should be aware of?

1. Inadequate planning and lack of preparation 2. Production luxuries 3. Overtime 4. Special equipment 5. Hierarchy within management can stall decision making, stopping progress

What are the different ways of advertising online?

1. Search 2. Banners 3. Buttons 4. Sponsorships 5. Interstitials 6. Classified.

What guidelines can you cite for preparing an ad in a foreign language?

1. Translate campaign into each language 2. Think globally but act locally - create ads in various languages and reflect the needs of different groups 3. Maintain a consistent theme worldwide 4. Create a special campaign for each market 5. Run ads in English worldwide, promoting products generically rather than specifically

What is a storyboard, and what is its role?

A sheet pre-printed with a series of 8 - 20 blank frames in the shape of TV screens -Includes text of the commercial, sound effects, and camera views Role: presents the artistic approach, the action sequences, and the style of the commercia

What does copy casting mean? Explain how it is done

AKA copy fitting: calculates the total block of space the type will occupy in relation to the typeface's letter size and proportion. Done on a computer

Advertising/creative strategy:

Target audience: specific group of individuals to whom the advertising message is directed. Product concept: the consumer's perception of a product as a "bundle" of utilitarian & symbolic values that satisfy functional, social, psychological, and other wants and needs. The bundle of product values the advertiser presents to the customer. Communications media: comprises the various methods or vehicles that will be used to transmit the advertiser's message. Message: the idea formulated and encoded by the source and sent to the receiver.

What is the importance of the audit bureau of circulation?

They audit consumer magazines to determine circulation levels guaranteed to advertisers

What are the different ways Web publishers charge for advertising?

They monitor the performance of their buys on a daily basis, down to conversion to sales or any other action advertisers desire.

What are the steps in the design process for a print ad?

Thumbnail sketches: small, rough rapidly produced drawing to visualize layout Rough layout: drawn to the actual size of the ad or Web site Comprehensive: highly refined, quite elaborate, colored photos, final type styles/sizes, subvisuals, glossy spray coat; all visuals should be final. Dummy: presents the handheld look & feel of brochures, put together to look like the final product. Mechanical (Pasteup): black type & line art pasted in a piece of white artboard Approval

Message strategy

Verbal: guidelines for what the messages should say, affect choice of words, relationship of the copy approach to the media that will carry the message. Nonverbal: overall nature of the campaign's graphics, any visuals that will be used, relationship of the graphics to the media in which the message will appear. Technical: preferred execution approach and mechanical outcome, including budget & scheduling limitations, mandatories (specific requirements such as addresses, slogans, logos)

What are the most important elements of a creative brief?

Who: behavioristic, geographic, demographic, personality and/or psychographic qualities What: features of the product will satisfy the consumer's needs? What is the "proof" the company offers to support the product claim? How is the product positioned? What personality or image (of the product or the company) can be or has been created? Where/When: where and when will these messages be communicated? Through what medium? What time of year? What area of the country? Why: Does the consumer have specific wants or needs the ad should appeal to? Marketers use 2 broad categories of appeals: rational appeals - directed at the consumer's practical, functional need for the product/service; emotional appeals - target the consumer's psychological, social, or symbolic needs. What style, approach, or tone will the campaign use and what will the copy say?

What steps can advertisers take to overcome zipping and zapping?

Zipping and Zapping: fast-forwarding through commercials while watching a taped show or film -Product placement on TV shows and in feature films. -Commercials in movie theaters and on service station gas pumps.

How do gross rating points for outdoor media differ from GRP's for electronic media?

illboard GRPs reflect a daily message weight whereas in TV, the GRPs reflect coverage for the entire period the commercials run. Another difference is that billboard GRPs are based on an area's population while TV GRPs are based on TV households in an area.