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Universities » Richard Stockton College of New .. » COMM - Communication Studies » 3300 - ADVERTISING » Flash Cards

Final Exam - Flashcards

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Class:COMM 3300 - ADVERTISING
Subject:Communication Studies
University:The Richard Stockton College of New Jersey
Term:Spring 2010
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Objectives messages that drive perception -creating attention - awareness -interest -recognition -recall
messages designed to meet the objectives of establishing brand identity and associations messages that transform a product into a brand
As an effective strategy for creating stopping power, intrusiveness/breakthrough impact is good for products that __________. have a small share of mind
to create a feeling of involvement soft sell strategies, fairs, contests, grand openings, and exhibits can be used
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disadvantages of terser campaigns -waste budgets -damage brands -It's trickier still to make teasers work online -NOT: enticing
Words are crucial in all of the following types of -ads with a complicated message -ads featuring high-involvement product -ads featuring a product that needs definition and explanation -NOT: ads that try to introduce tangible attributes
In advertising writing style.. -Ad copy should be as simple as possible. -Ad copy should have a clear focus. -Ad copy should try to convey only one selling point. -Not: Ad copy should try to convey multiple selling points.
tips for writing effective ad copy -Be succinct. -Be conversational -Use variety -Not:Be general.
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To create an effective headline for your ad.. -attracting prospects -working in combination with the visual to stop and grab the reader’s attention -Identifying the product and brand, and start the sale -Not: leading readers into the price copy
types of headlines state a claim or a promise -commands -how-to headlines -news announcements -Not: assertions
____are used with new products, new formulations, and new product uses. -News announcements
_____ pique reader curiosity and demand reading body copy to find the solution. -Puzzles
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types of headlines employ image and lifestyle to relate to the audience -associations
“Cancer patient can fly free.” is an example of ___________. -assertions
It's Miller time!” is an example of __________. -cuing for the product
“Where do you want to go today?” is an example of __________. -direct address
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“The quicker picker-upper.” is an example of ______ -rhyme
In ad design, the functions of color include -establishing moods; building brand identity -using spot color to highlight an important item -attracting attention; providing realism -Not: changing opinions and stimulating purchases
______ is a single, dominant visual that occupies about 60 to 70 percent of the ad’s space. -Picture window
design principles that suggest creating a path for the eye -direction
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white space means? -It can be a design element itself.
stages in the television production process -message design -Pre-production -production -Not: media planning
____refers to the final version with the sound and film mixed together -Answer print
often used in video graphics -morphing -crawl -stock footage -Not:flexography
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refers to a set of computer-generated letters that appear to be moving across the bottom of the screen -morphing
advantages of direct marketing -flexibility in form and timing -purchase not restricted to location -easier to evaluate -Not: consumers willing to purchase
Compared with messages used in advertising, messages used in direct marketing is often __________ and __________. -longer; contain more detail
categories for a compiled list -new mothers -graduating seniors -association member Not:homeless people
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objectives of customer relationship management -attract new customers with similar characteristics -reward best customers -pursue strategies to improve services -Not: strengthen those customer relationships that drain company resources
advantages of catalogs -It can be directed at specific market segments. -It employs high-quality design and photography. -It provides extensive product information and comparisons. -Not: It has very high response rate
The cost per thousand of catalogs is __________mass media -higher than
---is found to be both annoying and alarming -Predictive dialing
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Permission marketing is an effective way to _____ -reduce criticism about spam
IMC tool that utilizes a variety of incentive techniques to structure sales-related programs that generate a specific, measurable action or response -sales promotions
_______ demand a variety of promotional incentives before allowing products into their stores -Retailers
Price deals include: -bonus packs -banded packs -cents-off -Not:coupons
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Problems with coupons as a sales promotion strategy include -reduced revenues -mass-cutting -counterfeiting -Not: consumer indifference
strategies for effective use of rebates and refunds -it must be visible -it must be new and original -it must be large enough -Not: it must be interesting
types of sampling makes samples available to consumers when they respond to a media offer response sampling
A small sample of perfume in a magazine advertisement is an example of __________. media sampling
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forms of sales promotion offers prizes based on a chance drawing of entrants’ names -sweepstakes
problems with contests and sweepstakes -consumer indifference -clutter -mass-cutting -Not: costs
types of premiums that require that the customer pay an amount of money for it -self-liquidating premiums
public relations tools -publicity -publications -advertising -Not: telemarketing
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__________ are ads that bring consumers back to a neutral state, so consumers once again hold beliefs they had prior to being exposed to a false or misleading advertisement. -Corrective advertisements
_________ refers to the practice of either accepting the blame for an event and offering an apology, or refuting those making the charges in a forceful manner -Crisis management
reactive public relations strategy -It is dictated by influences outside the control of a company. -It focuses on problems to be solved rather than opportunities -It requires a company to take defensive measures. -Not: It seeks to publicize a company and its brands
The objectives of sponsorship marketing include -to increase a firm’s visibility -to showcase specific goods and services -to enhance a company’s image -Not: to promote the sales of a new product
Generated by Koofers.com
necessary steps in organizing a successful sponsoring event -Match each event with customers, vendors, or employees. -Cross-promote the event. -Determine the objectives of sponsoring events. -Not: Prepare gifts for people who participate in the event.
functions of event marketing -providing the sponsoring organization with greater brand-name recognition -helping develop closer ties with vendors and customers -helping boost morale for the employees who participate or attend -Not:providing a company with the potential to generate profits
______ refers to an exaggerated claim about its products or services, without making an overt attempt to deceive or mislead -Puffery
six examples of subculture surfing -Gang members -Party/Club goers -Movie-star wanna be's -Gamers -Sports/Animal Lovers -Rugged Off-roaders -Health Enthusiasts -Cool Kids -Stay at home Dads
Generated by Koofers.com
6 of the 9 types for writing effective ad copy -Be succinct (concise) -Be single-minded -Be specific -Get personal -Keep a single focus -Be conversational -Be original -Use variety -Use imaginative description
6 of 7 common types of layouts -Picture window—>A single, dominant visual that occupies about 60 to 70 percent of the ad’s space. Headline and a copy block underneath. The logo or signature at the bottom. -All art—>The art fills the frame of the ad and the copy is embedded in the picture. -Panel or grid—>Use a number of visuals of matched or proportional sizes. Can look like a window pane or comic strip panel if multiple panels are of the same size. -Dominant type or all copy—>Emphasize the type rather than the art. Can be an all-copy advertisement in which the headline is treated as type art. It may have art, but it is either embedded in the copy or placed in a subordinate position, such as at the bottom of the layout. -Circus—>Combine a lot of elements (art, type, color). Create a busy, jumbled image. Typical of discount store ads or ads for local retailers. -Nonlinear—>Contemporary style of layout. Can be read starting at any point in the image. Direction of viewing is not ordered. -Grunge—>Show a Generation X-inspired lack of concern for the formalities of art, design, type styles, and legibility.
6 major types of consumer promotions -Price Deals -Coupons -Sampling -Contests & Sweepstakes -Premiums -Specialties
3 objectives of Public Relations -Creating a corporate brand -Shaping or redefining a corporate reputation -Positioning or repositioning a company or brand -Moving a brand to a new market or a global market -Launching a new product or brand -Disseminating news about a brand, company, or organization -Providing product or brand information -Changing stakeholder attitudes, opinions, or behaviors about a brand or company -Creating excitement in the market place -
Generated by Koofers.com
most common techniques that creative thinkers use to stimulate new ideas -Free Association: creates the juxtaposition of 2 seemingly unrelated thoughts -Divergent Thinking: Using exploration to search for all possible alternatives -Analogies & Metaphors: used to see new patterns or relationships -Right Brain Thinking: Intuitive, nonverbal, and emotion-based thinking
2 general types of printed images and how they're reproduced in advertisement -Line Art & Halftone -A drawing or illustration is called Line Art bc the image is solid lines on white page -Photos, referred to as continous tone or halftone are much more complicated to reproduce (Range of gray tones between black & white)
Describe the Honda commercial discussed in "A Matter of Principle" why was it unique? Explain why it didnt appear in the United States -Showed all the many parts of a car, each set up in a domino fashion, that fall together piece by piece ultimately creating a new Honda that drives away and it says: Isnt it nice when things just work? -It was unique bc it was filmed w/o any special effects -bc it was filmed using a british model that isnt sold in the US & bc the cost of running a 2-min commericial would be prohibitive
The type of consumer promotion that Clinique and other cosmetic counters at department stores frequently run. Various types of this promotion? -An example of a premium. Premium: a tangible reward for usually purchasing a product or visiting a point-of-purchase. -Premiums are a type of incentive that work by ading value to the product and they are either free or low in price. -2 general types of premiums: Direct & Mail
Generated by Koofers.com
Direct Premiums and the 4 variations -award an incentive immediately, at the time of purchase -4 variations of direct premiums: ~Store premiums: given to customer at the retail site ~in pack premiums: inserted in the package at the factory ~on-pack premiums: placed on the outside of the package at the factory ~Container premiums: in which the package is the premium
Mail Premiums -Require the customer to take some action before recieving this premium -A self-liquidating premium usually require that a payment be mailed in along with some proof of purchase before the customer receives the premium
Drama as a message strategy -advertisers use drama to tell stories about their products thru dramas -rely on the viewer to make references -characters speak to each other, not the audience -NOT: they are inexpensive, compact and efficient
Tangible product attributes -size, features, color, durability, package, tastes -NOT: image and prestige
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torture tests, comparisons and before and after demos are often used to___ prove truth of claim
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 Objectives messages that drive perception-creating attention
- awareness
-interest
-recognition
-recall
 messages designed to meet the objectives of establishing brand identity and associationsmessages that transform a product into a brand
 As an effective strategy for creating stopping power, intrusiveness/breakthrough impact is good for products that __________. have a small share of mind
 to create a feeling of involvementsoft sell strategies, fairs, contests, grand openings, and exhibits can be used
 disadvantages of terser campaigns -waste budgets
-damage brands
-It's trickier still to make teasers work online

-NOT: enticing
 Words are crucial in all of the following types of -ads with a complicated message
-ads featuring high-involvement product
-ads featuring a product that needs definition and explanation

-NOT: ads that try to introduce tangible attributes
 In advertising writing style..-Ad copy should be as simple as possible.
-Ad copy should have a clear focus.
-Ad copy should try to convey only one selling point.

-Not: Ad copy should try to convey multiple selling points.
 tips for writing effective ad copy-Be succinct.
-Be conversational
-Use variety

-Not:Be general.
 To create an effective headline for your ad..-attracting prospects
-working in combination with the visual to stop and grab the reader’s attention
-Identifying the product and brand, and start the sale

-Not: leading readers into the price copy
 types of headlines state a claim or a promise-commands
-how-to headlines
-news announcements

-Not: assertions
 ____are used with new products, new formulations, and new product uses.-News announcements
  _____ pique reader curiosity and demand reading body copy to find the solution.-Puzzles
 types of headlines employ image and lifestyle to relate to the audience -associations
 “Cancer patient can fly free.” is an example of ___________.-assertions
 It's Miller time!” is an example of __________. -cuing for the product
 “Where do you want to go today?” is an example of __________. -direct address
 “The quicker picker-upper.” is an example of ______-rhyme
  In ad design, the functions of color include -establishing moods; building brand identity
-using spot color to highlight an important item
-attracting attention; providing realism

-Not: changing opinions and stimulating purchases
  ______ is a single, dominant visual that occupies about 60 to 70 percent of the ad’s space. -Picture window
 design principles that suggest creating a path for the eye-direction
 white space means?-It can be a design element itself.
 stages in the television production process -message design
-Pre-production
-production

-Not: media planning
 ____refers to the final version with the sound and film mixed together-Answer print
 often used in video graphics-morphing
-crawl
-stock footage


-Not:flexography
 refers to a set of computer-generated letters that appear to be moving across the bottom of the screen-morphing
 advantages of direct marketing-flexibility in form and timing
-purchase not restricted to location
-easier to evaluate

-Not: consumers willing to purchase
 Compared with messages used in advertising, messages used in direct marketing is often __________ and __________. -longer; contain more detail
 categories for a compiled list-new mothers
-graduating seniors
-association member

Not:homeless people
 objectives of customer relationship management-attract new customers with similar characteristics
-reward best customers
-pursue strategies to improve services


-Not: strengthen those customer relationships that drain company resources
 advantages of catalogs -It can be directed at specific market segments.
-It employs high-quality design and photography.
-It provides extensive product information and comparisons.


-Not: It has very high response rate
  The cost per thousand of catalogs is __________mass media-higher than
 ---is found to be both annoying and alarming-Predictive dialing
 Permission marketing is an effective way to _____-reduce criticism about spam
 IMC tool that utilizes a variety of incentive techniques to structure sales-related programs that generate a specific, measurable action or response -sales promotions
 _______ demand a variety of promotional incentives before allowing products into their stores -Retailers
 Price deals include:-bonus packs
-banded packs
-cents-off

-Not:coupons

 Problems with coupons as a sales promotion strategy include -reduced revenues
-mass-cutting
-counterfeiting

-Not: consumer indifference
 strategies for effective use of rebates and refunds-it must be visible
-it must be new and original
-it must be large enough


-Not: it must be interesting
 types of sampling makes samples available to consumers when they respond to a media offer response sampling
 A small sample of perfume in a magazine advertisement is an example of __________.media sampling
 forms of sales promotion offers prizes based on a chance drawing of entrants’ names-sweepstakes
 problems with contests and sweepstakes-consumer indifference
-clutter
-mass-cutting

-Not: costs
 types of premiums that require that the customer pay an amount of money for it-self-liquidating premiums
 public relations tools -publicity
-publications
-advertising


-Not: telemarketing
 __________ are ads that bring consumers back to a neutral state, so consumers once again hold beliefs they had prior to being exposed to a false or misleading advertisement.-Corrective advertisements
 _________ refers to the practice of either accepting the blame for an event and offering an apology, or refuting those making the charges in a forceful manner-Crisis management
 reactive public relations strategy -It is dictated by influences outside the control of a company.
-It focuses on problems to be solved rather than opportunities
-It requires a company to take defensive measures.

-Not: It seeks to publicize a company and its brands
 The objectives of sponsorship marketing include -to increase a firm’s visibility
-to showcase specific goods and services
-to enhance a company’s image

-Not: to promote the sales of a new product
 necessary steps in organizing a successful sponsoring event-Match each event with customers, vendors, or employees.
-Cross-promote the event.
-Determine the objectives of sponsoring events.

-Not: Prepare gifts for people who participate in the event.
 functions of event marketing-providing the sponsoring organization with greater brand-name recognition
-helping develop closer ties with vendors and customers
-helping boost morale for the employees who participate or attend

-Not:providing a company with the potential to generate profits
 ______ refers to an exaggerated claim about its products or services, without making an overt attempt to deceive or mislead-Puffery
 six examples of subculture surfing -Gang members
-Party/Club goers
-Movie-star wanna be's
-Gamers
-Sports/Animal Lovers
-Rugged Off-roaders
-Health Enthusiasts
-Cool Kids
-Stay at home Dads
 6 of the 9 types for writing effective ad copy -Be succinct (concise)
-Be single-minded
-Be specific
-Get personal
-Keep a single focus
-Be conversational
-Be original
-Use variety
-Use imaginative description
 6 of 7 common types of layouts-Picture window—>A single, dominant visual that occupies about 60 to 70 percent of the ad’s space. Headline and a copy block underneath. The logo or signature at the bottom.
-All art—>The art fills the frame of the ad and the copy is embedded in the picture.
-Panel or grid—>Use a number of visuals of matched or proportional sizes. Can look like a window pane or comic strip panel if multiple panels are of the same size.
-Dominant type or all copy—>Emphasize the type rather than the art. Can be an all-copy advertisement in which the






headline is treated as type art. It may have art, but it is either embedded in the copy or placed in a subordinate position, such as at the bottom of the layout.
-Circus—>Combine a lot of elements (art, type, color). Create a busy, jumbled image. Typical of discount store ads or ads for local retailers.
-Nonlinear—>Contemporary style of layout. Can be read starting at any point in the image. Direction of viewing is not ordered.
-Grunge—>Show a Generation X-inspired lack of concern for the formalities of art, design, type styles, and legibility.
 6 major types of consumer promotions-Price Deals
-Coupons
-Sampling
-Contests & Sweepstakes
-Premiums
-Specialties
 3 objectives of Public Relations-Creating a corporate brand
-Shaping or redefining a corporate reputation
-Positioning or repositioning a company or brand
-Moving a brand to a new market or a global market
-Launching a new product or brand
-Disseminating news about a brand, company, or organization
-Providing product or brand information
-Changing stakeholder attitudes, opinions, or behaviors about a brand or company
-Creating excitement in the market place





-
 most common techniques that creative thinkers use to stimulate new ideas-Free Association: creates the juxtaposition of 2 seemingly unrelated thoughts
-Divergent Thinking: Using exploration to search for all possible alternatives
-Analogies & Metaphors: used to see new patterns or relationships
-Right Brain Thinking: Intuitive, nonverbal, and emotion-based thinking
 2 general types of printed images and how they're reproduced in advertisement-Line Art & Halftone
-A drawing or illustration is called Line Art bc the image is solid lines on white page
-Photos, referred to as continous tone or halftone are much more complicated to reproduce (Range of gray tones between black & white)
 Describe the Honda commercial discussed in "A Matter of Principle" why was it unique? Explain why it didnt appear in the United States-Showed all the many parts of a car, each set up in a domino fashion, that fall together piece by piece ultimately creating a new Honda that drives away and it says: Isnt it nice when things just work?
-It was unique bc it was filmed w/o any special effects
-bc it was filmed using a british model that isnt sold in the US & bc the cost of running a 2-min commericial would be prohibitive
 The type of consumer promotion that Clinique and other cosmetic counters at department stores frequently run. Various types of this promotion?-An example of a premium. Premium: a tangible reward for usually purchasing a product or visiting a point-of-purchase.
-Premiums are a type of incentive that work by ading value to the product and they are either free or low in price.
-2 general types of premiums: Direct & Mail
 Direct Premiums and the 4 variations-award an incentive immediately, at the time of purchase
-4 variations of direct premiums:
~Store premiums: given to customer at the retail site
~in pack premiums: inserted in the package at the factory
~on-pack premiums: placed on the outside of the package at the factory
~Container premiums: in which the package is the premium
 Mail Premiums-Require the customer to take some action before recieving this premium
-A self-liquidating premium usually require that a payment be mailed in along with some proof of purchase before the customer receives the premium
 Drama as a message strategy-advertisers use drama to tell stories about their products thru dramas
-rely on the viewer to make references
-characters speak to each other, not the audience


-NOT: they are inexpensive, compact and efficient
 Tangible product attributes-size, features, color, durability, package, tastes

-NOT: image and prestige
 torture tests, comparisons and before and after demos are often used to___prove truth of claim
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