Final Exam AD 201

According to David Aaker, a brand is:

1) Far more than a brand or a logo, a brand is an organization's promise to a consumer to deliver what the brand stand for not only in terms of functional benefits but also emotional, self-expressive and social benefits

The two objectives of the Communications Brief are to:

1. to guide the work2. to inspire great work

How many subscribers does Facebook have?

2.2 billion

For 2022 according to WARC, how many of the top 10 most awarded agencies are based in the US?

5

What is a Communications Brief?

A document that informs the copywriter and art director what piece of communication needs to be created. NOT HOW TO CREATE IT.

A "native" ad is:

A form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed

The main four departments in an ad agency are:

Account services. Creative services. Marketing services. Administration.

According to Ad Age Marketing Fact Pack, the largest retail marketer in the US (in terms of market share) is:

Amazon

According to Ad Age Marketing Fact Pack, what company is the largest advertiser in the world in 2021?

Amazon

7. In terms of the amount of $$$ spent, the number one and number two advertising media in the US are:

Amazon 11 billion and Proctor and Gamble 10.7

What is the most valuable brand in the world according to Interbrand?

Apple

The single most awarded ad agency in the world for 2021 is:

BBDO Worldwide Dubai, United Arab Emirates MIDDLE EAST

What can advertising do for a brand?

BUILD AWARENESS, create an image for that brand. Provide information to a target audience, persuade consumers of the brand benefits, provide incentives to buy the brand now- reinforce past purchases to build loyalty among customers.

The 1950's and 1960's is known as the "make it and sell it period" because:

Baby Boom, coming out of the Great Depression and World War 2 and brought homogeneous culture, taste, products, and services

Why do we create brands?

Because brands are worth more money than products.

The "master" of soft sell advertising was:

Bill Bernach

What is Brand Awareness

Brand awareness is Customer's ability to retrieve a brand from memory.

What are the four largest countries by population in the world?

China India US Indonesia

In High Context cultures...

Communications are part of the context of the situation and understood in that way,-Less direct-Emphasis on human relations-More sensitivity to non-verbals and feelings of others

Why are we allowed to advertise products that science shows actually kills people?

Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances./ First amendment

What does CPM stand for?

Cost per thousand- cost of exposing each 1,000 members of the target audience to the advertising message

Name some reasons advertising Oil of Olay advertising has to change by region:

Cultures, skin types, tones, weather/skin, how much skin "you are allowed to show"

The "master" of hard sell advertising was:

David Oliigy

What does a media planner do?

Decide where and when a brand should advertise to best accomplish their goal

An insight is:

Determining what people are saying about a specific brand/category on social media.

How do you stand out in the clutter?

Do the unexpected

Of Paid, Owned and Earned media, which normally costs the advertiser the least per viewer?

EARNED

America came under increased competition in the 1960's because:

Europe and Asia on the Rise making products cheaper- globalization

When Northwestern University asked consumers to define what advertising is and isn't, they said:

Everything is an advertisement

In the "common format for positioning statements, fill in the blanks: For ___________, __________ is the _________________ that _________________.

For TARGET AUDIENCE , BRAND NAME is the FRAME OF REFERENCE that BENEFIT

The United States is the largest country in the world in terms of advertising spending: According to Ad Age Marketing Fact Pack, what country is #2?

France

What was the problem David Droga solved in the Tap Project case study?

Getting water through unicief and building wells

According to Ad Age Marketing Fact Pack, the #1 most advertised US brand is:

Gieco

Objectives are:

Grow Perrier by 5%

]What did IKEA in Poland do to promote their new store opening in 1999?

Had a fake protest

Strategies are:

How are we going to accomplish this goal

According to Hofstede's Cultural Dimensions Framework, which country is the best example of a masculine culture?

Japan

The main award for strategy is called:

Jay Chiat Award

According to The Art of the Pitch, the key to presenting well is:

Just Talking to People

KPI's measure:

KPI or Key Performance Indicators Accomplished your objective: Sales Awareness Attitude Trial A hundred others

According to Hofstede's Cultural Dimensions Framework, which country is the best example of collectivism?

Korea

According to Hofstede's Cultural Dimensions Framework, which country is the best example of long-term orientation?

Korea

Which of these is a brand extension:

Leveraging the values of your brand into new and unregulated markets

Let's try this one again... the largest demographic minority in America is:

MEN

If you want to boost reach in a media plan, you do it by:

Make as many people aware of your product as possible during launch period by using as many media vehicles as possible

Define "puffery."

Maybe you've seen advertisements for the softest mattress, the warmest sweaters, or the fastest cars. These claims are all examples of a type of advertisement known as puffery. In digital advertising, puffery is all about exaggerating and stretching the truth about a product or service in a harmless way.

The most awarded brand for 2022 was:

Mcdonalds

The particular combination of a number of media choices is called:

Media Mix

The top three most awarded countries according to WARC (in order) are:

Milan London Brazil

What is frequency?

Number of times the average person in the target views your ad over a 4 week period.

What are the six parts of a communications brief according to the book?

Objective, Target Audience, Proposition, Support, Tonality, Moments ofReceptivity, Collaboration

What is an advertising impression?

One person's opportunity to see your message

Of Paid, Owned and Earned media, which normally costs the advertiser the most per viewer?

PAID

What are the 3 "types" of media?

Paid Earned Owned

How do Google, Facebook and Tik Tok make money?

Pay-per click internal advertising

What does having a rating of 20 mean?

Percentage of TV's exposed to your ad. Meaning 20% of households saw your ads.

How do you describe research than you design and conduct?

Primary Research

According to WARC, the most awarded agency network for 2022 is:

Publicis Worldwide Milan, Italy

Ad Age Agency of the Year 2022 is

Publicis Worldwide Milan, Italy EUROPE

What do you call research with a large enough sample size to be projectable to the population?

Quantitative Research

How do you describe research that has been conducted by a third party?

Secondary

Which of the following are the job of the producer?

Selecting production companies, selecting directors, bidding, casting, location= All of the above

How is advertising regulated in America?

Self Regulated, Doing do good ads for free, policing your staff, Industry code of conducts

Name three things that make an ad effective:

Separates your brand from all other consumers minds Create memorable impression of the brand, Influences consumers to purchase your brand

What do you call the information, which describes the market circumstances a brand faces?

Situation Analysis

Amnesty International is an excellent example of what kind of advertising?

Soft sell appeals to emotions/ free ads agencies do non profit ad

Name some benefits of selling a brand globally:

Stabilizing, opens markets for manufacturing which may boost profits

The Stupid Drink is:

Syracuse University's solution to stop binge drinking; it's the drink that puts you over the edge and makes you do stupid things

According to James Webb Young, ideas are created in a 5-step process:

TRUE immersion, Digestion, Incubation, Illumination, Reality Testing

Name a good example of experiential marketing

Testability/observability invites an audience to interact with business in a real-world situation

The Award Show devoted to Marketing Success is called:

The Effie

What is the Stevenage Challenge?

The Stevenage Challenge urges players to sign the world's most famous players to Stevenage in the game, Burger King

The manufacturers controlled marketing until 1980 when retailers started controlling marketing. Who has the power today?

The consumer because of the internet

Professor Russell defined Marketing as:

The manipulation of product, price, place, and promotion to maximize sales and or profitability

What is a gross rating point?

The unit of measurement for media "weight" calculated by multiplying each times frequency

A well written target audience statement:

This is a detailed statement of the demographics, psychographics, and deep- seated emotions that are important to understanding who our core target is, and most importantly, why our message will be relevant to them.

The proposition is:

This is a single idea you want your advertising to communicate which you believe will help your target to change his/her mind about your product and choose it over your competition

The main objective of the pre-production meeting is:

To decide on everything, make a plan

Positioning describes:

Where your brand fits in the minds of a consumer

According to Ad Age, the single most impactful person ever on the advertising business was:

William Bernbach

The most awarded ad of 2022 is

Wombstories

What is the role of the "support" in a Communication Brief?

You need to give consumers a reason to believe that the benefit you are highlighting in your ad is actually true, this section provides the proof

The important thing to remember about communications models is:

a flow of messages from sender to receiver

Soft sell advertising

ads focused on product association, images, and deeper consumer feeling these ads appeal to the heart the soft side

Psychographics are:

attitudes or opinions held by certain groups of consumers

Demographics are:

attributes of populations, such as gender, age, geographic distribution, income, and education.

Why do we position brands?

because of all the noise

When creating an advertising campaign, step one is:

find out what you are trying to communicate

Old Spice is a good example of what kind of advertising?

hard sell, using the unexpected being memorable Brand advertising

If you want to boost frequency, you:

lessen the media vehicles use repetitive media such as radio, outdoor, certain sites on the Internet

NEVER __________ a presentation!

memorize

Media Planning is the:

process of making decisions on what type of media (or multiple medias) to use - depends on budget

How do you calculate a GRP?

reach x frequency

ROI stands for

return on investment

An ethnography is:

scientists studying how a consumer uses a product

The Russell/Sheehan simplified advertising definition says advertising is:

sponsored media message intended to persuade you to think, do, or buy something- anything we do to persuade you is advertising

Hard sell advertising believes

the best way to persuade is via rational reason why hard sell appears to the brain

The most important technological invention in the 1980's in retail stores was:

the scanner

Lifestyle advertising:

tries to reflect a target consumer's lifestyle back at them to show how the product fits in or complements that lifestyle.

Moments of Receptivity are:

when and where the ad will be best received - identifies the best times, places and/or specific mindsets that are appropriate for the target to "hear" our message