Koofers

TESTBANK•PROF RATINGS•GPA HISTORIES•FLASHCARDS•SCHEDULES•TEXTBOOKS•DEALS
Universities » Southern Illinois University (SI.. » JRNL - Journalism » 301 - Principles Advertising/IMC.. » Flash Cards

CHAPTER 4,5,6 - Flashcards

Flashcard Deck Information

Class:JRNL 301 - Principles Advertising/IMC
Subject:Journalism
University:Southern Illinois University Carbondale
Term:Spring 2011
- of -
INCORRECT CORRECT
- INCORRECT     - CORRECT     - SKIPPED
Shuffle Remaining Cards Show Definitions First Take Quiz (NEW)
Hide Keyboard shortcuts
Next card
Previous card
Mark correct
Mark incorrect
Flip card
Start Over
Shuffle
      Mode:   CARDS LIST       ? pages   PRINT EXIT
Promotions Opportunity Analysis is the process marketers use to identify target audiences for a company's goods and services and the communication strategies needed to reach these audiences.
Communication Market Analysis is the process of discovering the organization's strengths and weaknesses in the area of marketing communication and combining that information with an analysis of the opportunities and threats present in the firm's external environment.
5 Areas of CMS Competitors Opportunities Target Markets Customers Product Positioning
Benchmark Measures A benchmark is a starting point that is studied in relation to the degree of change following a promotional campaign.
Generated by Koofers.com
Carryover Effect Many products are only purchased when needed. i.e. - washing machines, refrigerators. Carryover Effect happens when a message is portrayed for so long that when the time comes for someone to buy the message is stuck in their head.
Wear-out effects When a message or particular ad gets old.
Decay Effects The amount of time it takes after for a consumer to forget an ad after it stops running.
Meet - the - Competition The primary goal of this form of budgeting is to prevent the loss of market share
Generated by Koofers.com
What Can We Afford This technique sets the marketing budget after all of the company's other budgets have been determined
Objective and task this type of budget makes a list of all objectives it intends to pursue during the year; then, they calculate the cost of accomplishing each objective.
Payout planning Establishes a ratio of advertising to sales market share.
Strategies sweeping guidlines concerning the essence of the company's marketing efforts. Strategies provide the long-term direction for all marketing activities.
Generated by Koofers.com
Market Segmentation is the process of identifying specific purchasing groups based on their needs, attitudes, and interests.
Market Segment is a set of businesses or group of individual consumers with distinct characteristics.
Demographics population characteristics i.e. - Gender (male/female), Age, Income, Ethnicity
Pyschographics emerge from patterns of responses that reveal a person's attitudes, interests, and opinions.
Generated by Koofers.com
Message theme An outline of key ideas that the advertising program is supposed to convey
Leverage point The key element in the advertisement that taps into, or activates, a consumer's personal value system ( a value, idea, or concept)
Appeal how that leverage point and executional theme combine to attract attention, through humor, fear, sexual suggestiveness, rational logic, or some other method.
Executional framework How the message will be delivered (musically, visually, verbally, written statements, etc.)
Generated by Koofers.com
Advertising Management Program The process of preparing and integrating a company's advertising efforts with the overall IMC message
General preplanning input The task of studying a client organization by the advertising agency, from a rich set of sources, to provide understanding an background before preparing an advertising campaign.
Product - specific research Research that identifies whether there are problems associated with a given product or service and the major selling idea to be used in the advertising campaign.
Major selling idea The primary message concerning the product or service benefits to be transmitted to consumers in an advertising campaign.
Generated by Koofers.com
Qualitative Research Collecting subjective information and opinions about a company, its products, and services, often through the use of focus groups
Values and lifestyle model (VAL) Research designed to predict consumer behavior by understanding self-orientation and resources.
Personal drive analysis (PDA) A model that helps the researcher understand individual psychological drives toward indulgence, ambition, or individuality, which affect brand choices.
Advertising account executive The key go-between for both the advertising agency and the client company
Generated by Koofers.com
Creatives The people who actually develop and produce advertisements
Advertising Campaign Management The process of preparing and integrating a specific advertising program in conjunction with the overall IMC message
top of mind brand The brand that is nearly always mentioned when consumers are asked to identify brands that quickly come to mind from a product category
top choice The first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives
Generated by Koofers.com
Puffery The use of an exaggerated claim about a product or service without making an overt attempt to deceive or mislead
Promotional Campaign Combining advertisements with other marketing efforts into a larger, more integrated effort revolving around a central idea or theme.
Pulsating schedule of advertising Continuous advertising with bursts of higher intensity (more ads in more media) during the course of the year, most notably during peak seasons
Flighting schedule of advertising A schedule in which companies present ads only during specific times and not at all during off-seasons.
Generated by Koofers.com
Continuous Campaing schedule of advertising When the company advertises in level amounts because product purchases are essentially "random" events
Support The facts that substantiate the unique selling point of a creative brief.
Constraints The company, legal, and mandatory restrictions placed on advertisements. They include legal protection for trademarks, logos, and copy registrations.
White space The absence of copy in a printed text.
Generated by Koofers.com
Leverage point The feature of the ad that leads the viewer to relate the product's benefits with personal values.
Hierarchy of effects model A marketing approach suggesting that a consumer moves through a series of six steps when becoming convinced to make a purchase, including: 1) Awareness 2) knowledge 3) liking 4) preference 5) conviction 6) the actual purchase.
Means-end Chain An advertisement approach in which the message contains a means (a reasoning or mental process) to lead the consumer to a desired end state, such as a key personal value.
Means-End conceptualization of components for advertising strategy An advertising approach that suggests using five elements in creating ads, including: 1) the product's attributes 2) consumer benefits 3) leverage points 4) personal values 5) the executional framework
Generated by Koofers.com
Visual Esperanto A universal language that makes global advertising possible for any good or service by recognizing that visual images are more powerful than verbal descriptions
Advertising approach Approaches to reaching consumers with ads. The seven major appeals are fear,humor, sex, music, rationality, emotions and scarcity
Severity Part of the fear behavioral response model that leads the individual to consider how strong certain negative consequences of an action will be
Vulnerability Part of the fear behavioral response model that leads the individual to consider the odds of being affected by the negative consequences of an action
Generated by Koofers.com
Decorative models Models in an advertisement whose primary purpose is to adorn the product as a sexual or attractive stimulus without serving a functional purpose
Tagline The final key phrase in an ad, used to make the key point and reinforce the company's image to the consumer
Generated by Koofers.com

List View: Terms & Definitions

  Hide All 50 Print
 
Front
Back
 Promotions Opportunity Analysisis the process marketers use to identify target audiences for a company's goods and services and the communication strategies needed to reach these audiences.
 Communication Market Analysisis the process of discovering the organization's strengths and weaknesses in the area of marketing communication and combining that information with an analysis of the opportunities and threats present in the firm's external environment.
 5 Areas of CMSCompetitors
Opportunities
Target Markets
Customers
Product Positioning
 Benchmark MeasuresA benchmark is a starting point that is studied in relation to the degree of change following a promotional campaign.
 Carryover EffectMany products are only purchased when needed.
i.e. - washing machines, refrigerators.
Carryover Effect happens when a message is portrayed for so long that when the time comes for someone to buy the message is stuck in their head.
 Wear-out effectsWhen a message or particular ad gets old.
 Decay EffectsThe amount of time it takes after for a consumer to forget an ad after it stops running.
 Meet - the - CompetitionThe primary goal of this form of budgeting is to prevent the loss of market share
 What Can We AffordThis technique sets the marketing budget after all of the company's other budgets have been determined
 Objective and taskthis type of budget makes a list of all objectives it intends to pursue during the year; then, they calculate the cost of accomplishing each objective.
 Payout planningEstablishes a ratio of advertising to sales market share.
 Strategiessweeping guidlines concerning the essence of the company's marketing efforts. Strategies provide the long-term direction for all marketing activities.
 Market Segmentationis the process of identifying specific purchasing groups based on their needs, attitudes, and interests.
 Market Segmentis a set of businesses or group of individual consumers with distinct characteristics.
 Demographicspopulation characteristics
i.e. - Gender (male/female), Age, Income, Ethnicity
 Pyschographicsemerge from patterns of responses that reveal a person's attitudes, interests, and opinions.
 Message themeAn outline of key ideas that the advertising program is supposed to convey
 Leverage pointThe key element in the advertisement that taps into, or activates, a consumer's personal value system ( a value, idea, or concept)
 Appealhow that leverage point and executional theme combine to attract attention, through humor, fear, sexual suggestiveness, rational logic, or some other method.
 Executional frameworkHow the message will be delivered (musically, visually, verbally, written statements, etc.)
 Advertising Management ProgramThe process of preparing and integrating a company's advertising efforts with the overall IMC message
 General preplanning inputThe task of studying a client organization by the advertising agency, from a rich set of sources, to provide understanding an background before preparing an advertising campaign.
 Product - specific researchResearch that identifies whether there are problems associated with a given product or service and the major selling idea to be used in the advertising campaign.
 Major selling ideaThe primary message concerning the product or service benefits to be transmitted to consumers in an advertising campaign.
 Qualitative ResearchCollecting subjective information and opinions about a company, its products, and services, often through the use of focus groups
 Values and lifestyle model (VAL)Research designed to predict consumer behavior by understanding self-orientation and resources.
 Personal drive analysis (PDA)A model that helps the researcher understand individual psychological drives toward indulgence, ambition, or individuality, which affect brand choices.
 Advertising account executiveThe key go-between for both the advertising agency and the client company
 CreativesThe people who actually develop and produce advertisements
 Advertising Campaign ManagementThe process of preparing and integrating a specific advertising program in conjunction with the overall IMC message
 top of mind brandThe brand that is nearly always mentioned when consumers are asked to identify brands that quickly come to mind from a product category
 top choiceThe first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives
 PufferyThe use of an exaggerated claim about a product or service without making an overt attempt to deceive or mislead
 Promotional CampaignCombining advertisements with other marketing efforts into a larger, more integrated effort revolving around a central idea or theme.
 Pulsating schedule of advertisingContinuous advertising with bursts of higher intensity (more ads in more media) during the course of the year, most notably during peak seasons
 Flighting schedule of advertisingA schedule in which companies present ads only during specific times and not at all during off-seasons.
 Continuous Campaing schedule of advertisingWhen the company advertises in level amounts because product purchases are essentially "random" events
 Support The facts that substantiate the unique selling point of a creative brief.
 ConstraintsThe company, legal, and mandatory restrictions placed on advertisements. They include legal protection for trademarks, logos, and copy registrations.
 White spaceThe absence of copy in a printed text.
 Leverage pointThe feature of the ad that leads the viewer to relate the product's benefits with personal values.
 Hierarchy of effects modelA marketing approach suggesting that a consumer moves through a series of six steps when becoming convinced to make a purchase, including: 1) Awareness 2) knowledge 3) liking 4) preference 5) conviction 6) the actual purchase.
 Means-end ChainAn advertisement approach in which the message contains a means (a reasoning or mental process) to lead the consumer to a desired end state, such as a key personal value.
 Means-End conceptualization of components for advertising strategyAn advertising approach that suggests using five elements in creating ads, including: 1) the product's attributes 2) consumer benefits 3) leverage points 4) personal values 5) the executional framework
 Visual EsperantoA universal language that makes global advertising possible for any good or service by recognizing that visual images are more powerful than verbal descriptions
 Advertising approachApproaches to reaching consumers with ads. The seven major appeals are fear,humor, sex, music, rationality, emotions and scarcity
 SeverityPart of the fear behavioral response model that leads the individual to consider how strong certain negative consequences of an action will be
 VulnerabilityPart of the fear behavioral response model that leads the individual to consider the odds of being affected by the negative consequences of an action
 Decorative modelsModels in an advertisement whose primary purpose is to adorn the product as a sexual or attractive stimulus without serving a functional purpose
 TaglineThe final key phrase in an ad, used to make the key point and reinforce the company's image to the consumer
+0
Karma