IMC Exam 2 - Ch. 7 & 8

What are some informal fact-finding techniques by Sandra Moriarty?

- Reading anything related to the product -Asking people involved with the product for info -Listening to what people are talking about -Using the product and becoming familuar with it -Working in and learning about the client's business to understand better the people you are trying to reach

Young's Model of the Creative Process

1. immersion 2. digestion 3. incubation 4. illumination 5. reality or verification

Identify an example of the implementation of a big idea resulting in a successful ad campaign -

A fast-food company's campaign called "Always Hungry for More" on a worldwide scale, Apple's "Think Different", Avis's "We try harder"

Synthesis

Ads combine, connect, or blend normally unrelated objects or ideas

flexibility

Ads contain different ideas or switch from one perspective to another

elaboration

Ads contain unexpected details or finish and extend basic ideas they become more intricate, complicated, or sophisticated

Identify a conclusion derived by the "poets" on advertising

Advertising has to go beyond product advertising and develop an emotional bond between consumers and brands or companies

What are the various stages of the response hierarchy that are impacted by advertising creativity?

Affective Responses Cognitive Responses Behavioral Responses

Amplify (Social Consumer Decision Journey)

Deals with designing a communications program

Respond (Social Consumer Decision Journey)

Deals with negative issues regarding a product or brand

Identify a determinant of advertising creativity-

Divergence

T or F: Sales results are solely due to advertising and promotion of a product or a service in the world of business.

False

T/F: Consumers find it easy to understand a commercial when it is tested in a storyboard form.

False

Graham Wallas's approach to creativity- Preparation:

Gathering background info needed to solve the problem though research and study

The extent to which an ad provides an image and information that is pertinent to a brand is referred to as ___________.

relevance of an advertisement to the brand

A change in consumers' perceptions is demanded by the ________ of a product.

repositioning

A major characteristic of a communications objective is that it is ___________.

specific

Marketing objectives are generally explained in terms of ___________.

specific, measurable outcomes

The percentage-of-sales method is a _______ approach to budgeting.

stable

A series of drawings used to present the visual plan or layout of an intended commercial is known as a _________________.

storyboard

An ad slogan should be able to express the message that it is trying to deliver to a target audience by being a ____________.

summation line

Tim's, a beer brand, has come up with a low-calorie beer. The beer has the same alcohol content as other conventional beers but has 60% of their calories for every pint. The brand aims to position and market this beer with this unique feature. The company is giving itself a ___________ as part of its product's unique selling proposition.

sustainable competitive advantage

In the social consumer decision journey, as in the traditional model, marketers have to ________.

take specific marketing actions to lead to a purchase

According to the "rationalists" in advertising the chance of an ad moving a consumer to purchase gets better with _________ .

the more information the ad has

What is a form of background info that must be considered by creative specialists before approching an assignment?

the target market

A budgetary amount is created, and money is moved down to various departments in a(n) ________ approach.

top-down

A critical part of any creative process is the dtermination of the ________ around which a campaign will be built.

unifying theme

Tango Inc., a shoe manufactuer, as come up with a campaign to promote its new range of shoes that come with patented technology. The comany is usined a(n) ___________ approach to market and sell its products.

unique selling proposition

A challege faced by any creative team in the search for a major selling idea is to determine the ___________ of a brand or service.

uniqueness

Focus groups can offer a creative team with ___________ at the early levels of the creative process.

valuable insight

A(n) _________ target audience is one of the main features of a good communications objective.

well-defined

In the arbitrary allocation method of establishing advertising budget, management decides the budget on the basis of ___________.

what is felt to be necessary

With respect to the various blocks of communications effects pyramid, a promotional planner must decide __________.

where the target audience lies

For an ad and promo program, coordination of objectives in a company must be _______.

within the company

Graham Wallas's approach to creativity- Verification:

Refining and polishing the idea and seeing is it is an appropriate solution

The ___________ ___________ _________ (ROI) budgeting method considers advertising and promo as investments, such as plant and equipment.

Return on Investment

Graham Wallas's approach to creativity- Illumination:

Seeing the light or solution

Which of the following are characteristics of most advertising campaign plans?

They are short term in nature

The zero-based communications planning approach was suggested by _______________.

Tom Duncan

A process that includes conducting research and gathering all relevant information about a client's product or service, brand, and consumers in a target audience is known as ____________.

account planning

ad-to-consumer relevance

ad contains execution elements that are meaningful to consumers

artistic value

ads conatin verbal impressions or attractive shapes and colors

orginality

ads contain elements that are rare, surprising, or move away from the obvious and commonplace

brand-to-consumer relevance

advertised brand of a product or service is of personal interest to consumers

In the creative process, the purpose of a big idea is breaking through the __________ in order to deliever a message.

advertising clutter

In the _______ method of budgeting, firms decide the amount to be spent in different areas such as production and operations.

affordable

The final step in the budgeting process, once the budget has been appropriated, is to ___________.

allocate it

Marketing objectives are determined and a marketing plan is developed on the basis of a situation ___________.

analysis

An ________________ is a video of a storyboard and soundtrack that agencies use to make a creative layout more realistic and easier to evaluate.

animatic

According to the communications effects pyramid, the first responsibility of advertising and promotion is to achieve ___________.

awareness

After receiving input from agency team personnel, a creative brief is approved by _________ from the client side.

brand managers

Money spent on advertising does not necessarily have an instant impact on sales but can influence viewers to buy the advertised product at a later time. This is called the ___________ effect.

carryover

A service often used by small companies, which clips competitiors' advertisements from local print media, allowing the company to work backward to determine the cumulative costs of the advertisements placed is known as a ___________ ____________.

clipping service

____________ is the fundamental role of an advertising message.

communication of information

A _____________ task can be performed by, and attributed to, advertising rather than to a combo of many marketing factors.

communications

According to the DAGMAR model, _________________ are the logical basis for advertising goals and objectives against which success should be measured.

communications effects

Budget amounts are established by managers by matching the competition's percentage-of-sales expenditures in the ________ method.

competitive parity

Models used to determine the relative contribution of an advertising budget to sales and that involve statistical techniques such as multiple regression analysis are known as __________ __________ models.

computer simulation

The difference between the total revenue generated by a brand and its total variable costs is known as the ___________ _____________.

contribution margin

The creative personnel for whom focus groups provide information are ____________.

copywriters

The final objective in the social consumer decision journey, lead, in its early stages, _________.

creates more brand awareness

The basic elements of a creative strategy that are specified in written form comprise a ________________.

creative brief

Deciding what an ad message will say or communicate is the purpose of a(n) _________________.

creative strategy

By applying the law of diminishing returns to the effects of advertising budgets, as the quantity of advertising increases, its incremental value _______.

decreases

Sales objectives are suitable for promo endeavors that are mostly ________ in nature.

direct action

According to Leo Burnett, advertising should be based on a foundation of consumer benefits giving importance to the __________ of those benefits.

dramatic element

Achieving the initial stages of the communications effect pyramid is ________ than achieving those toward the top.

easier

The advantages that larger advertisers have over smaller ones are known as _______________.

economies of scale

Social media has changed the consumer's decision-making process to a circular process in which consumers can ________________.

enter and leave at any stage

Triton Motors, a car manufacturing company, has come up with a campaign for its hybrid range in which it has conducted a tour across states. The campaign involves meeting people with hybrid cars and getting insights from them. The company is using __________ to run its marketing strategy.

ethnographic research

A form of qualitative input that involves watching consumers in their natural surroundings is known as ______________.

ethonographic research

The capacity to produce numerous ideas around a creative idea is known as __________.

fluency

Identify the first step in the creative process in advertising

gathering background info

One of the functions of the verification and revision stages of the creative process is the rating of ideas obtained during the __________ stage.

illumination

The selling idea of developing a strong, memorable identity for packaged-good products that differ little in terms of their function or performace is called ___________ advertising.

image

Trinity, a greeting card manufacturing company, has come up with a campaign to promote its new line of "Dollar Cards." The campaign asks customers to use its cards to express gratitude and appreciation. The company is using the ________ approach to marjet and sell its products.

inherent drama

The objectives of a(n) _______ marketing communications program are based on specific communications tasks designed to acheive general marketing goals.

integrated

It _______ to reach the target market in smaller markets than in larger markets.

is less expensive

The concave-downward model of advertising expenditures suggests that for optimal influence on sales the expenditure for adveritising should be ___________.

less than under conventional models

After initial exposures, each additional ad will supply potential buyers with ___________.

little or no new information that will affect their decision

In the straight-percentage method, a(n) _______ estimates are used to project sales for the coming years.

marketing manager's

Statements of what is to be achieved by an overall marketing program within a given time period, generally mentioned in the marketing plan, are known as _________.

marketing objectives

The task of people who develop an ad message is to convert all info regarding ____________ into a creative concept.

marketing plans

_____________ objectives for a promo program specify a method and criteria for determining the success of the program.

measurable

The first step for a marketer in the social consumer decision journey model is to __________.

monitor

There is an increasing effect of advertising and promotional efforts that continues _______ after a particular budget level has been reached on the S-shaped response curve.

only to a certain point

Factors of Divergence

originality, flexibility, elaboration, synthesis, artistic value

Marketers often develop a ________ _______ to determine the investment value of the advertising and promotion layout.

payout plan

In the _______ method, sales of a product is the basis for the advertising and promo budget.

percentage-of-sales

Sierra inc., a show manu company that primarily targets the male-dominated market. it has recently started expanding its scope for business by rolling out products for women as well. The company is using ____________ in its creative strategy to sell its products.

positioning

Then use of advertising to set up a product or service in a particular place in a consumer's mind is known as _________________.

positioning

An important function of a probelm detection technique is that it can provide worthy input for ______________.

product improvements

Information that usually comes in the form of particular research conducted on a product, a target audience, or a combo of the two is known as ________________.

product-specific preplannning input

A firm's ______ is an investment of its capital that needs an economic justification.

promotional spending

Critics of the DAGMAR model claim that advertising only effective if consumers ______________.

purchase a product

Marketing objectives, in order to be effective, should be ____________.

realistic

Idnetify an example of an image advertising approach that involves a major selling idea.

A makeup brand using attractive models and visual appeals to market its products

______________ is identified as the primary role of an IMC Program.

Communication

Advertisiers should use a(n) ________ statement if they want to communicate an appeal or message to a target audience in a communications objective.

precise

According to marginal analysis, the difference between the gross margin and the advertising expenditures of a firm are known as _____________.

Profits

Arrange the stages of the hierarchical model of the communications process in the order of their occurence:

1. Awareness 2.Comprehension 3.Conviction 4.Action

Arrange the steps involved in the objective and task method of budget setting according to the order of their implementation.

1. Defining Communication Objectives 2. Determining specific strategies 3. Estimating the costs associated with the performance of tasks

Arrange the potential communication interface failure points from first to last-

1. The client or gatekeeper lacking knowledge of some or all info needed for effective advertising 2. The client deciding not to share with the agenct all the available info that is relevant 3. The agency gatekeepers deciding not to share with the creative staffers all the client info received 4. Internal agency communication failures that may result in creative staff not receieving all the relevant info from the client

____________ measures are needed to decide a target market's present position regarding various response stages.

Benchmark

What is some work that is typically produced by the creative side people of advertsiing?

Copywright, design layouts, illustrations, produce commericals that effectively communicate the central theme

Graham Wallas's approach to creativity- Incubation:

Getting away and letting the ideas develop