Comms 230 - Midterm 1
___________ data includes information like gender, age, income, education, religion, marital status, and occupation.
demographics not: geographics psychographics buying behaviors
Do you use a face moisturizer everyday? ____ Yes ____ No This is an example of what type of research question?
dichotomous question not: check list rating scale multiple choice
A type of advertising that urges the consumer to respond directly to the advertiser by taking some action such as using a coupon, or visiting a website is called
direct response not: out of home alternative social media
Any advertising message that consumers believe reflects the opinions, beliefs, or experiences of an individual, group, or institution is called a(n):
endorsement not: demonstration doctrine product placement
As the manager of a local drugstore, you are concerned that ads recently produced by your advertising agency have not been of a high quality. The ads appear to have low resolution pictures and fonts that appear blurry making them difficult to read. Which of the following characteristics of a great ad is your agency having difficulty with?
execution not: media strategy creative
true or false: The consumer and brand insights are part of the Advertising Plan section of the Advertising Plans Book.
false
true or false: Local advertising involves advertising in one or more states.
false
Consumers don't buy ________, they buy _______.
features - benefits not: benefits - features insights - promises products - benefits
The type of research that involves a group of 6 to 12 people discussing a product and how they use the product.
focus groups not: ethnographic research in-depth interviews survey research
To better understand the influences of where a person lives has on purchase decisions, the research would concentrate on _______________.
geographics not: demographics buying behaviors psychographics
What type of research that involves conducting an in-depth, one-on-one, face-to-face interview where open-ended questions are asked and the respondents' responses are recorded?
in-depth interviews not: focus groups ethnographic research survey research
Which of the following is NOT one of the reasons to hire an advertising agency?
location not: creative ability objective view expertise
What is the point in the purchase funnel when the consumer begins to develop a relationship with the brand.
loyalty not: awareness purchase consideration
Sam Nash is interested in forecasting fashion trends so he can use the most up-to-date fashions in his fall advertising. Because he does not have much money for the project, Sam has decided to go to the library and examine the last five years editions of several prominent fashion magazines to make his forecast. Which of the following research methods is Sam using?
secondary research not: primary research psychographic research demographic research
The process of dividing a group of individuals up into smaller groups of potential buyers is called____________.
segmentation not: target breakdown subdivision consumer separation
The process of determining objectives, deciding on strategies, and implementing the tactics is called _______________.
strategic planning not: controlling organizations marketing mission management
The __________ is the ad's central idea and the foundation where all of the elements of the advertising campaign sit.
strategy not: creative media execution
"For progressive moms who want to keep their families happy, Yoplait Yogurt makes the top mom in the neighborhood" is an example of what?
strategy statement not: consumer insight brand insight brand statement
Consider the following characteristics of a company: possesses a large percentage of the market, is in a growth industry, has a strong management team, has won several civic social responsibility awards, and has a strong financial standing. Which of the following SWOTs categories best matches these characteristics?
strengths not: weaknesses opportunities threats
All of the people who can be reached or influenced by the advertisers message are part of the ____________.
target audience not: client market target market consumer population
Marketing =
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Concepts include selecting target audience, creating objectives, and creating and maintaining the marketing mix
true or false Ethnographic research involves the researcher living with the people being studied.
true
true or false To determine the consumer insight the advertiser must start by examining the target market analysis to understand the consumers' psychographics, lifestyle, and buying behavior.
true
true or false When working through the strategy model you first must decide on who the target market is before you can determine the consumer insight.
true
true or false: A.C. Nielsen would be a good illustration of a company that serves as a primary research supplier.
true
true or false: The AAAA's Standards of Practice states that advertising agencies should compete on the basis of merit and good work and not by discrediting or disparaging a competitor agency.
true
true or false: According to the definition of advertising, the main purpose of advertising is to persuade or influence an audience.
true
true or false: The section of the Advertising Plans Book that contains a complete target market analysis is the Advertising Plan section.
true
Ron Philips Ford is a large automobile retailer in the upper mid-west. When constructing an advertising plan, they carefully look at their competitors' weaknesses and strengths. In which of the following sections of an advertising plan would this competitive data be placed?
Situation Analysis not: Introduction Advertising Planning Decisions Implementation
The section of the Advertising Plans Book that provides an evaluation of the internal and external factors of the company and brand is
The Situation Analysis not: The Executive Summary The Media Plan The Strategy
The section of the Advertising Plans Book that states how you are going to provide the benefit or keep the promise made in the advertising strategy statement is
The Strategy not: The Situation Analysis The Media Plan The Executive Summary
The male stereotype that portrays men as well meaning yet unable to do anything around the house or with the car, or completely unable to use modern technology.
The clueless dad not: The big shot The jock The loveable goofball
An independent business organization, composed of creative and business people, who develop, repair and place advertisements in advertising media for sellers seeking to find customers for their goods and services is a/an
advertising agency not: creative boutique public relations firm media buying firm
What is/are measured by designing research instruments aimed specifically at converting phenomena that don't naturally exist in quantitative form into quantitative data, which we can analyze statistically?
attitudes not: focal points perceptions media use
The USP is most closely associated with the ____________ .
brand insight not: brand benefit advertising insight consumer insight
Which product category spends the most in advertising?
retail Not: financial services food and candy automobile
Which of the following would be the best illustration of puffery?
"Nothing outlasts an Eveready Battery" not: "M & Ms melt in your mouth" "Snacks that taste good" "Volvo—safety first"
U.S. Census Bureau defines ad agencies as,
"This industry comprises establishments primarily engaged in creating advertising campaigns and placing such advertising in periodicals, newspapers, radio and television, or other media. These establishments are organized to provide a full range of services (i.e., through in-house capabilities or subcontracting), including advice, creative services, account management, production of advertising material, media planning, and buying (i.e., placing advertising)."
American Association of Advertising Agencies (AAAA) defines an ad agency as
"an independent business organization, composed of creative and business people, who develop, repair and place advertisements in advertising media for sellers seeking to find customers for their goods and services" --- Aka plans, creates, and manages all aspects of a client's advertising needs. --- Size of an agency is measured by amount of "capitalized billing" or the total of all business that is operated by the agency.
Define advertising.
"paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience." --- Paid = an advertisement must be paid for by someone, even PSAs, --- Nonpersonal = not written for one individual person, rather for a mass audience. When it feels personal, thats because the target audience has similar characteristics to one another --- Identified sponsor = the ad should communicate to the consumer who the client is. --- Mass media = includes all forms of media, and must be used to relay sponsors message to consumer --- Persuade or influence = the purpose of advertising. Persuade consumer to purchase or respond in certain way to a product --- Audience = someone has to hear or see the message for it to be an advertisement More common definition: "Coming up with creative solutions to solve marketing problems."
David Ogilvy
- Born in 1922 in England but later moved to America in 1938 - Founded advertising agency in 1948, by 1965 the agency was known as Ogilvy & Mather --- In 120 countries, 161 cities, and 450 offices --- Clients include American Express, Kraft, Nestles, Six Flags - Advertising philosophy had 4 pillars --- Great research—everything starts with research --- Professional discipline—look after your clients and teach young advertising people to be great advertisers --- Creative brilliance—he preached, "Unless your advertising is based on a BIG IDEA, it will pass like a ship in the night" --- Get results for your clients—make the cash registers ring. - Believed you should put the product front and center and make "your product the hero of the commercial" - It is the personality of the brand rather than any trivial product difference
Mary Well Lawrence
- Born in 1928 - Started advertising career in 1950s in Ohio 1952 moved to NYC to work for various prominent advertising agencies like bernbach - Created iconic slogans, "plop plop fiz fiz", "Try it, you'll like it", "I can't believe I ate the whole thing" for alka-seltzer I <3 NY - By 1966, she founded Wells Rich Greene (WRG) - By 1976 was one of highest paid female executives in USA --- 15th largest agency with clients like procter & gamble, bic pen - Prominent female in male dominated industry
Volney Palmer
- Considered first advertiser - 1841 started agency in Philly. - Ran many businesses including newspapers. --- Began selling spaces in papers for advertising production and some copywriting. --- He created pay system where he charged newspaper publishers money to bring them advertisers. - 1850 his company became Volney B Palmer & Co, --- Now incorporated into N.W. Ayer & Son as of 1877
The person in the advertising agency who decides where the advertising will be placed and what specific media will be used is the
Media Planner not: Account Planner Account Manager Creative Director
Define the marketing mix.
- Introduced by E. Jerome McCarthy in 1964 - Created as a means of translating marketing planning into long-term or short term practices - Product = the tangible, physical items, or intangible service that is being sold --- Tangible goods or services - Price = the amount a consumer pays for the product or service. --- Extremely important for marketer b/c it determines the company's profits. --- How much the user spends on a product - Place = often referred to as the the distribution of the product, place in concerned with getting the product from the manufacturer into the hands of the consumers. --- Includes storing and transporting the products to the stores so consumer purchases can be made --- The distribution channels - Promotion = communication segment of marketing mix. Also known as the promotional mix. --- Role of promotions is to help bring about mutually satisfying exchanges with target markets by informing, educating, persuading, and reminding them about the benefits of an organization or product. --- Advertising, public relations, and personal selling
Bernice Fitz-Gibbon
- Pioneered retail advertising - Came up with the Macy's tagline, "It's smart to be thrifty" - Came up with the Gimbel's tagline, "Nobody but nobody undersells Gimbel's" - Hall of Fame member 1982 - "A good ad should be like a good sermon...."
Rosser Reeves
- Pioneered the tv commercial - Born in 1919 in virginia - Cofounded Ted Bates & Co - Advertising concentrated on Unique Selling --- The belief that every product has a single benefit that makes it unique and more superior than all the others - Created taglines for Colgate, Bic Pens, Minute Maid, and M&M's "it melts in your mouth, not your hand"
The members of the AAAA state in their Creative Code that they will not knowingly create advertising that contains all of the following EXCEPT:
- Sale prices that show an extreme mark down from the original price not: - Statements, suggestions, or pictures offensive to public - False or misleading statements or exaggerations - Testimonials that do not reflect the real opinion of the individual involved
Bill Bernbach
- Selected as one of most influential people in advertising in 20th century. - Cofounder of Doyle Dane Bernbach company - Started for Grey Advertising and became creative director WHERE he changed advertising with simple creative and offbeat themes - Advertising is not formulaic
N.W. Ayer & Son
- Started the agency creative department - Opened ad agency, N.W. Ayer & Son in 1868. - Business consisted of selling advertising space in magazines. - Switched business to where he worked for clients and bought them ad space based on target audience. - Also added printing department to print ads before sending them off which started the agency creative department - By 1870 his agency was first in the world to develop an advertising campaign based on the results of a national market survey they conducted. - Later added copywriting to agency to make them the first full-service ad agency in country
Leo Burnett
- U of M alumni - 1935 started Leo Burnett Company Inc --- Largest ad agency in world --- Mcdonalds, NCAA, Coke, etc -Created icons Tony the Tiger, The Jolly Green Giant, and Toucan Sam --- Simplification allowed for consumers to relate - Resigned giving "When to Take my Name Off the Door" speech
J. Walter Thompson
- Wanted to target women in marketing because they control house finances. - Bought ad space in religious magazines
Because advertising is so visible, and is often considered manipulative and controversial it _______________.
- draws attention from citizens, the media, and the government not: -Is not considered to be a good career field for highly ethical people - is rarely profitable -should be banned
Who is the audience for professional advertising?
- the individuals in professions such as doctors, lawyers, or accountants Not: the manufacturers who need products to keep their business running the institutions that use advertising to build their business' reputation the consumers who use the product
A person's life style is _______________.
- the way a person lives. not: - the way they move through the purchase funnel. - the way they shop for products. - the way a person is described through demographics and psychographics.
The position in an advertising agency that serves as the liaison between the agency and the clients is the
Account Manager not: Account Planner Creative Director Media Planner
The position in an advertising agency that is the voice of the target market is the
Account Planner not: Account Manager Creative Director Media Planner
_______________ are derived from the marketing objectives along with the results of the marketing and advertising SWOT analysis and it determines what you want your advertising to accomplish.
Advertising objectives not: Marketing objectives Brand personality Strategic objectives
"How much did you enjoy Guardians of the Galaxy?" is an example of what type of mistake made when creating a survey question?
Avoid biased words or terms not: Avoid leading words or terms. Avoid double-barreled questions Avoid double negatives
The person in the advertising agency who produces all of the visual elements of the advertising campaign is the
Creative Director not: Copywriter Account Manager Account Planner
Business to business
= B2B is similar to consumer but is aimed at other businesses (physicians, lawyers, dentists) rather than consumers. --- The types of products are ones that are needed to keep companies running (office supplies, phone services etc)
Out of home advertising
= any advertising that is found outside of the home (billboards, posters, signs, transit, bus wraps). Out of home advertising is the oldest form of advertising and typically used as reminder advertising to support the other forms of ads being used in the campaign.
Print advertising
= appears in magazines, newspapers, journals, handbills, and so on. Popular for retail and local advertising. Magazine industry still continues to stay strong because of the revenue they make from print ads.
Electronic or broadcast advertising
= appears on radio, tv, motion pictures, video and the internet. Expensive but can produce very large audiences.
Institutional advertising
= designed to build a businesses' reputation in the minds of the public. Tells about the company, its people, contribution to society etc. --- Does not bring benefits in form of higher sales immediately, but provides a strong base for the company in the future through an enhanced image.
Professional advertising
= directed at professionals such as physicians, professors, engineers, and accountants who are expected to recommend or prescribe the products to consumers. --- Most often done by direct mail, pamphlets, internet, and magazine display ads
Consumer advertising
= directed to the ultimate consumers of the products (people who use / consume the product)
Online advertising
= employs the internet to deliver advertising messages to consumers. Includes email marketing, banner and skyscraper ads, popups, video ads, and producer created media sites like youtube & vimeo; commercial sites - netflix, hulu, etc.
Social media advertising
= facebook, twitter, etc to communicate ad messages to consumers. Ads create messages that will attract attention and encourages people to share with their networks.
Alternative media advertising
= includes all advertising that does not fall under the above types of media advertising. Includes but not limited to, elevator advertising, gas pumps, taxicabs, social clubs, restrooms, and stadium advertising.
regional advertising
= typically one or more states are defined as marketing to a region. --- Used by large retailers or manufacturers of goods (walgreens). --- Used in place of national advertising when wanting to focus on specific areas rather than the entire country. --- Outlets are regional newspapers, magazines, radio, regional tv, outdoor media, etc. --- It is considered to be an ideal form of advertising for launching a new product.
Direct response advertising
= urges the consumer to respond directly to the advertiser by taking some action such as using a coupon, or visiting the website. The most common forms of direct response ads are the internet, direct mail, newspapers, and magazines.
National advertising
= used by brands that want their messages to consumers throughout entire country. --- Mass media with a national reach such as magazines, tv, and the internet are used for national advertising.
Local advertising (AKA retail advertising)
= used by retail and department stores (kohls, wal-mart), convenience stores (7-11), local franchises of national brands (wendys), specialty businesses (realtors, banks), and govt/npos (humane society). --- This advertising is directed at local customers who live in locations near the reseller. Most common outlets are local newspapers, magazines, direct mail, social media, and promotions.
The person in the advertising agency who is in charge of all of the creative content in the campaign is the
Creative Director not: Media Planner Account Planner Account Manager
Who are the people brands use to cheerlead, create buzz, and maintain a positive image of the brand?
Brand ambassadors not: Brand agents Target market Brand representatives
A simple truth that applies to the target market that helps you understand why they buy, why they don't buy, or some other aspect of the way they behave.
Consumer Insight not: Brand Insight Consumer Truth Brand Benefit
_______________ are people who buy or use products to satisfy needs, wants, or desires.
Consumers not: Influencers Shoppers Targets
The person in the advertising agency who produces the words that go with the visual elements of the advertisements is the
Copywriter not: Creative Director Account Manager Account Planner
Which U.S. federal government agency is in place "to prevent business practices that are anticompetitive or deceptive or unfair to consumers."
Federal Trade Commission not: Office of Communications Better Business Bureau Federal Communications Commission
Explain what it takes to make a great ad.
Four components: Strategy, creative, execution, media Strategy = central idea of the campaign (game plan). Must consider marketing objectives, target market, creative concept, and necessary media Creative = key to great ad. Must be new, and exciting to get attention and retain in minds. Boring ads are forgotten and fail to provide sales. Execution = often the small things that make the difference. Everything must be high quality in order to be great. Media = selecting media that will be viewed by the greatest number of people is essential to the success of the campaign. If consumer doesn't see it, rest of components are irrelevant.
All of the following harmful male stereotypes were discussed in the textbook EXCEPT:
Macho Man not: Clueless Dad Strong Silent Type Big Shot
Define the promotional mix.
Part of the marketing mix that is most important to advertisers is promotion. Promotion includes all of the promotional variables available to a marketer to promote a product - Advertising = earlier defined. - Public relations = a strategic communication process that builds mutually beneficial relationships between organizations and their publics. - Sales promotions = "The media and nonmedia marketing pressure applied for a predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability. - Direct marketing = a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer, with advertising techniques that can include mobile, text messaging, e-mail, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.
Top 10 advertising companies in 2014 in order
Proctor and gamble co General motors corp at&t inc Comcast corp Berkshire hathaway inc L'oreal sa Pfizer Inc. Verizon comms. Inc. Toyota Fiat chrysler
To determine consumers' reasons, feelings, attitudes, behaviors, and motivations, researchers use _____________ research methods.
Qualitative not: Quantitative Systematic Extensive
Top 10 advertising categories in 2014 in order
Retail Automotive Local services Telecom Financial services Personal care products Restaurants Food and candy Insurance Direct response
What is defined as "the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives"?
consumer behavior not: advertising marketing shopping
Combining the _______ and the _______ creates a great advertising strategy.
consumer insight - brand insight not: brand promise - consumer truth consumer insight - benefit benefit - brand insight
Which of the following sections describe the way the ads are executed?
maybe: The Creative Plan The Situation Analysis The Strategy not: The Media Plan
Advertisements, like those for some weight-loss products, are considered unethical because they are _____________.
maybe: frivolous difficult to understand untrue not: misleading
Cybil Chen knows that her company is in trouble. Over the last year her silk screening company has been losing market share, has not been able to attract any additional capital, and has lost several key employees to rivals. Which of the following SWOTs categories best matches the characteristics of Cybil's company?
maybe: strengths opportunities weaknesses not: threats
Which of the following components describe the way the ads are executed?
maybe: tactics objectives missions not: strategies
The person in the advertising agency who implements the media plan is the
media buyer not: art director media planner account manager
In what two ways are the sizes of adverting agencies described?
number of employees and amount in billings not: number of clients and amount in billings number of clients and total number of employees number of creatives and total number of employees
Which of the following components is characterized as being "what you want to accomplish"?
objectives not: tactics strategies missions
A new vacant location (close to a popular exit) in a growing shopping mall has just been made available to Justin Barnes's company. If he exercises his option on this location, he will gain an immediate advantage over his rivals in the athletic shoe business. Which of the following SWOTs categories best matches the situation facing Mr. Barnes?
opportunities not: weaknesses threats strengths
Which of the key ethical issues would match most closely with the following statement: "An ad for a medication that shows the affected area in detail"?
poor taste not: stereotyping subliminal advertising (Type: MC) puffery
Customized research is most associated with which of the following research formats?
primary research not: secondary research trade article research sales report research
The marketing mix includes the following:
product, price, place and promotion Not: product, price, place and creative creative, media, promotion and price product, price, execution and creative
When researchers examine the target market's opinions, attitudes, and beliefs they are concentrating on what type of consumer traits?
psychographic not: demographic buying behavior life-style
