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98 Cards in this Set
- Front
- Back
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Brand Loyalty
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The Consumer's conscious or unconscious decision expressed through intention or behavior to repurchase a brand continually.
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Cognitive Dissonance
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The theory where people try to justify their behavior by reducing the degree of their belief or activity
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Elaboration Likelihood Model
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A theory of how persuasion occurs. It proposes that the method of persuasion depends on level of involvement.
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Evoked Set
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A certain group of alternative goods or services a consumer considers when making a buying decision.
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Hierarchy of needs
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Maslow's theory, Essential needs are fulfilled first before the less important ones
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Needs
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The basic often instinctive, human forces that motivate us to do something
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Wants
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Needs learned during a person's lifetime
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Interpersonal influences
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Social influences that include : family, society, and cultural environment.
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Nonpersonal influences
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Out of ones control factors that include: time, place, and environment
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Perception
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Our personalized way of sensing and comprehending stimuli
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Perceptual screens
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The physiological or psychological filters that messages must pass through.
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Physiological screens
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The perceptual screens that use the 5 senses to detect the dimension and intensity of the physical stimulus
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Psychological Screen
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The perceptual screens consumers use to evaluate, filter, and personalize info according to subject primarily emotions and personality
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Stimulus
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Physical data that can be received through the senses.
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Account Planner
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The person at an ad agency that's responsible for account planning
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Consumer Insight
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Shows target audience that we care about you and fixing your issue
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Corporate Objectives
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Goals of the company stated in terms of profit or return on investment
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Marketing Objectives
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Goals of the marketing effort expressed in terms of a specific market or sales objective
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Need-satisfying objectives
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A marketing objective that shifts management's view of the organization from a producer of products or services to a satisfier of target market needs
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sale-target objective
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Marketing objective that relates to a company's sales
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Sale-Target Objectives Could be expressed in...?
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Sales by product
Market segment Customer type Market Share Growth Rate of Sales Volume Gross Profit |
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Qualitative research
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Research that tries to determine market variables according to attitudes, beliefs, and lifestyle
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Quantitative Research
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Research that tries to determine market variables according to hard reliable stats about a specific market situation on condition
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Recall Tests
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A posttesting method used to determine the extent to which a ad has been noticed, read, or watched
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Research Process Step 1
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Situation analysis and problem definition
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Research Process Step 2
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Informal (exploratory) research
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Research Process Step 3
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Construction of research objectives
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Research Process Step 4
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Formal Research
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Research Process Step 5
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Interpretation and reporting of findings
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Sample
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A part of the population that researchers select to reflect part the whole target audience
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Validity
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Results must be free of bias and reflect the true status of the market
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Reliability
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Test must be completely repeatable
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Brand Messages
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Messages that influences a stakeholder's opinion on that particular brand
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Types of Brand Messages
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Planned Messages
Product Messages Service Messages Unplanned Messages |
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Planned Messages
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The traditional marketing communication messages such as advertising, sales promotions, personal selling, merchandising materials, publicity releases, event sponsorships
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Product Messages
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Messages from the product, price, or distribution elements. Have a great impact
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Service Messages
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Messages that result from employee interactions with customers
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Unplanned Messages
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Messages that the company has no control over
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Advertising pyramid
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Action -> Desire -> Conviction -> Comprehension -> Awareness
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Percentage of Sales Method
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A budget thats based on last years sales or next years projected earnings. One of the most popular
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Percentage of Profit
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Percentage is applied to profit either past years' or anticipated
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Unit of Sale
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A specific dollar amount is set for each box, case, barrel, or carton produced
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Competitive parity
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Allocates dollars according to the amounts spent by major competitors
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Share of market/share of voice
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Allocates dollars by maintaining a percentage share of total industry advertising comparable to or somewhat ahead of desired share of market
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Objective/task
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Defining objectives, determining strategy, and estimating the cost to execute that strategy
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Empirical Research
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Companies run tests in different markets to determine the most efficient amount
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Quantitative mathematical models
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Computer based programs that rely on input of data
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All available funds
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Go for broke technique used mostly buy small firms with limited capital trying to introduce new products
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Exchanges
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When a person buys a product from the company or returns it
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Satisfaction
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The happiness level obtained by the customer after buying a product or service
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First Step of Advertising Planning
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Organize information from the marketing plan's situation analysis into a SWOT analysis
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IMC
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A type of planning that
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Marketing Mix
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The Product, the Price, and the Place
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Situation Analysis
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A factual statement of the Organization's current situation and how it got there
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Objective
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What the ad or company is trying to achieve
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Strategy
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How the company will reach its goal
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Tactics
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How the company will execute its strategy
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SWOT
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Strengths, Weaknesses, Opportunities, Threats
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Top Down Analysis
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The traditional planning process with 4 main elements: Situation analysis, Marketing Objectives, Marketing Strategy, and Tactics
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5 Presentation Components of Selling Power
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Strategic Precision, Savvy Psychology, Polished Presentation, Solve the problem.
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Art Direction
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The act or process of managing the visual presentation of the commercial or ad
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Brainstorming
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A process in which two or more people team up to generate new ideas
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Characteristics of great ads
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Succinct and single-minded, Simple, and tight
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Concept Transformation
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Adapt, Reverse, Compare, Parody, Imagine, Connect
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Creative Brief
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The creative guide for writing and producing the advertisements
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Creative Pyramid
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A model that can guide the creative team as it converts the advertising strategy into the big idea for the ad
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Creative Concept Research
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Analyze Situation & Define Problem
Conduct Informal (Exploratory) Research Establish Research Objectives Conduct formal Research Interpret & Report Findings |
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Fact Based Thinking
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Prefer facts and figures
Not comfortable with ambiguous situations Like logic, structure, and efficiency Analyze situation to find best solution |
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Trial Close
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Gives the customer an option to make their buying decision early
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Close
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Tells the consumer to do something pertaining to their product
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Headlines
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The words in the leading position in the advertisement
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Headline Types
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Benefit headlines
News/Informative Headlines Provocative Headlines Question Headline Command Headline |
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Benefit headlines
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Promise the reader that the product being advertised is worthwhile
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News/informative Headlines
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A headline that announces news or promises information
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Provocative headlines
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Used to provoke the reader's curiosity
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A question headline
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Asks a question encouraging the reader to search for the answer in the body of the ad
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Command Headline
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Ordering the reader to do something
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Layout
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A plan that imposes order
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Print Layout
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Headline
Visual |
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Print Layout Types
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Montage layout
Mondrain Grid Picture Window Circus Layout Frame Copy Heavy Rebus Layout |
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Principles of Design or CRAP
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Emphasis
Contrast & White Space Repetition Alignment and balance Proximity |
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Radio Script
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Format for radio and television copy writing resembling a two column list showing dialogue and or visuals
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Slogans
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A Tag Line that connects the slogan to the product
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Storyboard
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A premade sheet containing blank frames that will basically map the ad out
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Subheads
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An additional smaller headline that may appear abover the headline or below it
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Thumbnail
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A rough rapidly produced pencil sketch that is used for trying out ideas
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Rough
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Pencil sketch of a proposed design or layout
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Dummy
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A 3D handmade layout of the ad or product that will look the same at release
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Comprehensive Layout (Comp)
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A exact copy of a finished ad with copy set in position along with the proposed illustrations.
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TV Formats
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Straight announcement
Presenter Testimonial Demonstration Musical Slice of life Life Style Animation |
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Straight Announcement
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Type of ad where a person just speaks a message to the camera
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Presenter
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The person who's talking has a different personality that what it seems
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Demonstration
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When the ad demonstrates what the product can do.
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The Musical
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When everybody in the ad is singing about the product
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The lifestyle
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When the ad shows how the product relates to a certain demographic
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The Animation
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Any type of animation. Mainly for children
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The Testimonial
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When the ad shows testimonials of the people that have used the product or service
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The Slice of Life
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When the ad shows the product and part of a persons daily life
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