Koofers

Exam 1 - Flashcards

Flashcard Deck Information

Class:COMM 3300 - ADVERTISING
Subject:Communication Studies
University:The Richard Stockton College of New Jersey
Term:Spring 2010
- 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
the FACE of ad agency account managment side of agency
the Acct Mgmt People serve as a link between.. the agency's clients and the agency's creative team
Elements important in Acct Mgmt time management presentation skills cultural literacy
Job of accnt planning and research people assemble customized teams of researchers to gather all the available intelligence -make recommendation as to how advertising should work to meet clients needs
Generated by Koofers.com
An acct planning and research person market researcher creative interpreter
Functional area, most commonly associated with advertising Creative development
Agencies live or die by creative work they produce
The creative team is responsible for generating ideas to solve the client's problems
Generated by Koofers.com
art buyers find the best ___&___ for the creative team to work with photographers & directors
the media buyer decides how to deliver the product to the target audience
art buyer helps creative team to find the best vendors
Agencies rely on ___ to make media purchases client resources outside media specialists
Generated by Koofers.com
media purchases include what types of media? -TV -wesites; radio -direct marketing
What is identified in advertising? Retailer
Relevant to Advertising Strategy -Developing ads to meet objectives -Directing ads to identified audiences -Running ads in the most effective media to reach the audience
"Creative Ideas" refers to what aspects of advertising -identifying the central idea to get consumer attention -creating messages that speak to the audience's concerns -buying the most effective media
Generated by Koofers.com
Marketing Mix (4 P's): -Product -Price -Promotion (Communication) -Place (Distribution Channel)
"Advertising mirrors fashion and design trends" is relevant to what role? Societal Role
Advertising objectives: -Ad recall -Buyer consideration -Brand Awareness
The role of Supplier -Assist advertisers -agencies and the media in creating & placing ads
Generated by Koofers.com
Brand Advertising -most visible type -focuses on development of long-term brand identity/image
Publice service advertising -Communicates a message on behalf of a good cause -it is created by advertising pros free of charge -gets free time & space from the media
Ad awards that judge ad effectiveness are.. -effie awards -IPA
Integrated marketing communication tools -public relations -direct response -consumwe promotions
Generated by Koofers.com
Key concepts in marketing -exchange -branding -added value
as a key marketing concept, Marketing refers to -marketing should focus firstt on identifying the needs and wants of the customer -marketers must focus on the customers' problems & develop products to solve them
"Added Value" refers to -a marketing or advertising activity makes a product more valuable, useful or appealing -the more convenient the product is to buy, the more valuable it is to the customer -the lower the price, the more useful features a product has
Branding -brand equity is reputation, meaning the value that the brand name or symbol has acquired over time - Brand image is the result of communication and your personal experience with the product -Branding transforms a product into a brand, which is a distinctive identityfor a product
Generated by Koofers.com
Suppliers and vendors are key players in the marketing process that.. Manufacture the materials and ingredients used in producing the product
Institutional markets refer to.. Non-profit organizations that provide goods and services for the benefit of society
Marketing process includes: -conduct research and develop situation analysis -set objectives; differentiate and position -assess consumer needs and wants
Component of a product -design and development -branding; packaging -maintenance
Generated by Koofers.com
Push Strategy starts from the manufacturer and ends with the customer
Agencies derive revenue from.. Bonus & commision
functions of specialized ad agency -writing copy -producing art -outdoor advertising
Markets minority groups such as asian, african, hispanic can be defined as MARKETS of specialized ad agencies
Generated by Koofers.com
Market communication area -direct marketing -PR -sales promotion
Component of the advertising model -The receiver -The channel -the source
(Customer-focused marketing) all communication should be evaluated in terms of Consumer response
Filtering Turning the page in a mag, pressing mute on TV, tossing unopened mail, deleting spam w/o looking at cause they look like ads
Generated by Koofers.com
Viral Marketing relies on consumers to pass messages about products among themselves, typically email
Hierarchy-of-effects assumes that consumers start with attention and wind up with a decision
Conditioned learning takes place when the learner links one thing with another
What causes consumers to act on a message subliminal effects cognitive effects association
Generated by Koofers.com
Emotional Appeals ads that rely on arousing feelings such as humor, love or fear
Resonance means advertising "rings true" and helps the consumer identify with the brand on a personal level
Brand Transformation Means a brand takes on meaning when it is transformed from a mere product into something special, something that is differentiated from other products in the category by virtue of its brand identity and image
Brand image the mental impression consumers construct for a product
Generated by Koofers.com
Brand Personality The idea that a brand takes on familiar human characteristic, such as friendliness, trustworthiness, or snobbery, and contributes an affective dimension to the meaning of a brand
5 Factors of advertising 1. Paid communication 2. Sponsor is identified 3. Tries to inform or persuade 4. Reaches a large audience 5. Message conveyed through many different kinds of largely non-personal mass media
Phases in the advertising -Identification: Simple images found in Egypt, Rome, Greece identified a business, manufacturer, or store; -Info: Gutenberg movable type mechanized printing leading to mass comm.; -Promotion: the industrial revolution led to surplus goods, improved transportation, and the need for new media; -Sales: Advertising became concerned about ads that worked and defining standards of effective advertising;
Major categories of specialized agencies - Specialize in certain functions (Writing copy, producing art, internet promotions, outdoor advertising, or media buying) -Specialize in certain audiences (minority youth) -Specializes in certain industries (health care, comps, agriculture.) -Specializes in certain markets ( minority groups such as Asian..) -Specializes in marketing comm. areas (direct marketing, sales promo, PR, packaging and POS)
Generated by Koofers.com
Hierarchy-Of-Effects model -AIDA (attention, interest, desire, and action) -Problems with model: people dont always proceed thru steps in the predictable fashion; works rational, info-driven process; doesnt -Its not adequate as a model of the various types of effects advertising
The facets model of effects -explains how ADV creates consumer responses -useful in both setting objectives and evaluating ADV effectiveness - 6 facets come together to makeup a unique customer response to an ADV message -represents how the message effects work together to create the desired consumer response --See/Hear; Feel; Understand; Connect;
Generated by Koofers.com

List View: Terms & Definitions

  Hide All 54 Print
 
Front
Back
 the FACE of ad agencyaccount managment side of agency
 the Acct Mgmt People serve as a link between..the agency's clients and the agency's creative team
 Elements important in Acct Mgmttime management
presentation skills
cultural literacy
 Job of accnt planning and research people assemble customized teams of researchers to gather all the available intelligence
-make recommendation as to how advertising should work to meet clients needs
 An acct planning and research person market researcher
creative interpreter
 Functional area, most commonly associated with advertising Creative development
 Agencies live or die by creative work they produce
 The creative team is responsible for generating ideas tosolve the client's problems
 art buyers find the best ___&___ for the creative team to work withphotographers & directors
 the media buyer decides how to deliver the product tothe target audience
 art buyer helps creative team to find thebest vendors
 Agencies rely on ___ to make media purchasesclient resources
outside media specialists
 media purchases include what types of media?-TV
-wesites; radio
-direct marketing
 What is identified in advertising?Retailer
 Relevant to Advertising Strategy-Developing ads to meet objectives
-Directing ads to identified audiences
-Running ads in the most effective media to reach the audience
 "Creative Ideas" refers to what aspects of advertising-identifying the central idea to get consumer attention
-creating messages that speak to the audience's concerns
-buying the most effective media
 Marketing Mix (4 P's):-Product
-Price
-Promotion (Communication)
-Place (Distribution Channel)
 "Advertising mirrors fashion and design trends" is relevant to what role?Societal Role
 Advertising objectives:-Ad recall
-Buyer consideration
-Brand Awareness
 The role of Supplier-Assist advertisers
-agencies and the media in creating & placing ads
 Brand Advertising-most visible type
-focuses on development of long-term brand identity/image
 Publice service advertising-Communicates a message on behalf of a good cause
-it is created by advertising pros free of charge
-gets free time & space from the media
 Ad awards that judge ad effectiveness are..-effie awards
-IPA
 Integrated marketing communication tools-public relations
-direct response
-consumwe promotions
 Key concepts in marketing-exchange
-branding
-added value
 as a key marketing concept, Marketing refers to-marketing should focus firstt on identifying the needs and wants of the customer
-marketers must focus on the customers' problems & develop products to solve them
 "Added Value" refers to-a marketing or advertising activity makes a product more valuable, useful or appealing
-the more convenient the product is to buy, the more valuable it is to the customer
-the lower the price, the more useful features a product has
 Branding-brand equity is reputation, meaning the value that the brand name or symbol has acquired over time
- Brand image is the result of communication and your personal experience with the product
-Branding transforms a product into a brand, which is a distinctive identityfor a product
 Suppliers and vendors are key players in the marketing process that..Manufacture the materials and ingredients used in producing the product
 Institutional markets refer to..Non-profit organizations that provide goods and services for the benefit of society
 Marketing process includes:-conduct research and develop situation analysis
-set objectives; differentiate and position
-assess consumer needs and wants
 Component of a product-design and development
-branding; packaging
-maintenance
 Push Strategystarts from the manufacturer and ends with the customer
 Agencies derive revenue from..Bonus & commision
 functions of specialized ad agency-writing copy
-producing art
-outdoor advertising
 Marketsminority groups such as asian, african, hispanic can be defined as MARKETS of specialized ad agencies
 Market communication area-direct marketing
-PR
-sales promotion
 Component of the advertising model-The receiver
-The channel
-the source
 (Customer-focused marketing) all communication should be evaluated in terms ofConsumer response
 FilteringTurning the page in a mag, pressing mute on TV, tossing unopened mail, deleting spam w/o looking at cause they look like ads
 Viral Marketingrelies on consumers to pass messages about products among themselves, typically email
 Hierarchy-of-effectsassumes that consumers start with attention and wind up with a decision
 Conditioned learningtakes place when the learner links one thing with another
 What causes consumers to act on a messagesubliminal effects
cognitive effects
association
 Emotional Appealsads that rely on arousing feelings such as humor, love or fear
 Resonancemeans advertising "rings true" and helps the consumer identify with the brand on a personal level
 Brand TransformationMeans a brand takes on meaning when it is transformed from a mere product into something special, something that is differentiated from other products in the category by virtue of its brand identity and image
 Brand imagethe mental impression consumers construct for a product
 Brand PersonalityThe idea that a brand takes on familiar human characteristic, such as friendliness, trustworthiness, or snobbery, and contributes an affective dimension to the meaning of a brand
 5 Factors of advertising1. Paid communication
2. Sponsor is identified
3. Tries to inform or persuade
4. Reaches a large audience
5. Message conveyed through many different kinds of largely non-personal mass media
  Phases in the advertising -Identification: Simple images found in Egypt, Rome, Greece identified a business, manufacturer, or store;
-Info: Gutenberg movable type mechanized printing leading to mass comm.;
-Promotion: the industrial revolution led to surplus goods, improved transportation, and the need for new media;
-Sales: Advertising became concerned about ads that worked and defining standards of effective advertising;
 Major categories of specialized agencies- Specialize in certain functions (Writing copy, producing art, internet promotions, outdoor advertising, or media buying) -Specialize in certain audiences (minority youth)
-Specializes in certain industries (health care, comps, agriculture.)
-Specializes in certain markets ( minority groups such as Asian..)
-Specializes in marketing comm. areas (direct marketing, sales promo, PR, packaging and POS)
 Hierarchy-Of-Effects model-AIDA (attention, interest, desire, and action)
-Problems with model: people dont always proceed thru steps in the predictable fashion; works rational, info-driven process; doesnt
-Its not adequate as a model of the various types of effects advertising
 The facets model of effects-explains how ADV creates consumer responses
-useful in both setting objectives and evaluating ADV effectiveness
- 6 facets come together to makeup a unique customer response to an ADV message
-represents how the message effects work together to create the desired consumer response
--See/Hear; Feel; Understand; Connect;
36, "/var/app/current/tmp/"