Koofers

EXAM 2 - Flashcards

Flashcard Deck Information

Class:COMM 3300 - ADVERTISING
Subject:Communication Studies
University:The Richard Stockton College of New Jersey
Term:Spring 2010
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Subcategories for Cultural/Social influences -reference groups - social class -family
Tangible Items of Culture -art -literature -music (NOT CUSTOMS)
Norms -Rules that we learn thru social interaction that specify or prohibit certain behaviors -Boundaries each culture establishes for behavior
Core Consumer Values include: -a sense of belonging; excitement; fun & enjoyment -warm relationships; self-fulfillment; respect from others -a sense of accomplishment; security; self-respect
Generated by Koofers.com
Hispanic Market Truth -Spend MORE $ on the kids and their clothing -more influenced by advertising and the other U.S consumers -More likely to base purchasing decisions on advertisements -(NOT believe in using credit cards)
Physiological Need -At bottom of the Maslow's Hierachy of needs
Examples of Secondary Needs -esteem -prestige -affection
Strategies people use to reduce cognitive dissonance include: -Seeking out info that supports our decision -Ignoring & distorting info that that doesnt support our decision
Generated by Koofers.com
Brand Relationship Refers to: -Regulars -First-Timers -Loyal Users -(NOT early adopters)
Diffusion of innovation indicates that most consumers fall into the categories of: -Early Majority _Late Majority -(NOT innovators)
Behavioral Segmentation segment their target market by: -Usage Rates -Brand Loyalty -(NOT lifestyle)
Segmentation by Psychographics -Social Class -Personality -Lifestyle -(NOT religion)
Generated by Koofers.com
Segmentation Strategies -Demographic -Geographic -Benefits -(NOT social)
Newspapers. mags, packaging, out-of-home media, and directories are known as _______ than broadcasting media -More flexible -Less fleeting -(NOT more interactive)
Media Mix -The way various types of media are strategically combined in an advertising plan
Newspaper --> ___ NY Times ---> ___ Medium; Vehicle
Generated by Koofers.com
Media Planners -Develop the strategic decisions outlines in the media plan, such as where and when to advertise and which types of media to use
Gross Impressions Estimate of total impressions
Market Selectivity Strategy that allows newspapers to target specific groups
Newspaper Circulation Types -Subscription -Single Copy Sales -Third Party -(NOT Sunday Editions)
Generated by Koofers.com
Newspapers are typically available in which of the following 2 sizes? Broadsheet and Tabloid
Broadsheet Size of newspapers used by more than 90% of all newspapers and considered standard size
Type of Advertising in Local Newspapers -Classified -Display -Supplements -(NOT gatefold)
Run-Of-Paper (ROP) Rate If the advertising dont care where their ads run in the newspaper they use this rate
Generated by Koofers.com
Advertisers use ___ for announcements of something new or for local markets Newspapers
A Bleed Page -A magazine page w/o outside margins, in which the color extends to the edge of the page
Functions of on-premise signs -Identifying a store -Providing direction & Info -Helping locate businesses
Showing -Refers to a standard unit for space sales based on the opportunity a person has to see a particular outdoor board and is typically based on a traffic count of vehicles passing a particular location during a specified period of time
Generated by Koofers.com
Broadcast Media facts -Transmit sounds/images electronically -They are bought in time ( secs, mins) -engage sight and sound (NOT messages are lasting)
Network Radio Is a group of local affiliates connected to one or more national networks through telephone wires and satellites
Syndicated Radio Advertising offers advertisers a variety of high-quality, specialized, and usually original programs
A segment into which radio listeners can be separated -Station fans -Radio fans -Music fans -(NOT program fans)
Generated by Koofers.com
Dayparts typical radio programming day is divided into 5 segments
Coverage the # of homes in a geographic area that are able to pick up a station clearly, whether those homes are are actually tuned in or not
Rating Measures the percentage of homes actually tuned in to a particular radio station
Advantages of Adv Radio -Highly targeted and inexpensive -Excellent reminder/reinforcement capabilities -Sparks imagination thru "theater of the mind" -(NOT builds frequency thru specialized programming)
Generated by Koofers.com
Lack of Visuals Hinders demonstration of products in radio advertising
Network According to the FCC, a program service with 15 or more hours of prime time programming per week between the hours of 8 and 11 p.m
Cable Networks CNN, DISNEY, ESPN
Program Sponsorships Commerical messages that are allowed on public television
Generated by Koofers.com
Participants Type of network television adv is the dominant form, representing more than 90% of all network advertising
The rating figure is always larger than the share figure
Cost-Efficiency considered an advantage of advertising on television
*High-Involvement Consumer Decision Process (NIEPP) 1 Need Recognition 2 Info Search 3 Evaluation of alternatives 4 Purchase Decision 5 Post-purchase Evaluation
Generated by Koofers.com
*Maslow Hierarchy of Needs (SEBSP) 1 Self-actualization 2 Ego Needs 3 Belonging-ness 4 Safety 5 Physiological
* Gen X (Baby Busters) and Gen Y (Echo Boomers) X - Independent minded, somewhat clinical, concerned with their physical health, and financial future Y - More tech savvy, forming brand relationships, more altruistic
*Pareto Rule roughly 80% of the effects come from 20% of the causes
*5 personality traits that make people/brands individual Old-fashioned, lively, efficient, glamorous, rugged, romantic, helpful, snobbish, sophisticated, warm, dependable
Generated by Koofers.com
*Why are tuners attractive to marketers? -brand preferences are formed while young, and kept through purchasing lifetime -early adopters & can influence others -social influence that they may play on others purchases
why marketers want to give products to president? - could be constructed as an implied endorsement by the president -advantages of product placement include demonstrating the product in a natural setting. Its unexpected & consumers dont expect the president to be a paid product endorser. -Good for engaging the affection of other stake holders. such as employers and dealers
Generated by Koofers.com

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 Subcategories for Cultural/Social influences-reference groups
- social class
-family
 Tangible Items of Culture-art
-literature
-music
(NOT CUSTOMS)
 Norms-Rules that we learn thru social interaction that specify or prohibit certain behaviors
-Boundaries each culture establishes for behavior

 Core Consumer Values include:-a sense of belonging; excitement; fun & enjoyment
-warm relationships; self-fulfillment; respect from others
-a sense of accomplishment; security; self-respect
 Hispanic Market Truth-Spend MORE $ on the kids and their clothing
-more influenced by advertising and the other U.S consumers
-More likely to base purchasing decisions on advertisements
-(NOT believe in using credit cards)
 Physiological Need-At bottom of the Maslow's Hierachy of needs
 Examples of Secondary Needs-esteem
-prestige
-affection
 Strategies people use to reduce cognitive dissonance include:-Seeking out info that supports our decision
-Ignoring & distorting info that that doesnt support our decision
 Brand Relationship Refers to:-Regulars
-First-Timers
-Loyal Users
-(NOT early adopters)
 Diffusion of innovation indicates that most consumers fall into the categories of:-Early Majority
_Late Majority
-(NOT innovators)
 Behavioral Segmentation segment their target market by:-Usage Rates
-Brand Loyalty
-(NOT lifestyle)
 Segmentation by Psychographics-Social Class
-Personality
-Lifestyle
-(NOT religion)
 Segmentation Strategies-Demographic
-Geographic
-Benefits
-(NOT social)
 Newspapers. mags, packaging, out-of-home media, and directories are known as _______ than broadcasting media-More flexible
-Less fleeting
-(NOT more interactive)
 Media Mix-The way various types of media are strategically combined in an advertising plan
 Newspaper --> ___ NY Times ---> ___Medium; Vehicle
 Media Planners-Develop the strategic decisions outlines in the media plan, such as where and when to advertise and which types of media to use
 Gross ImpressionsEstimate of total impressions
 Market SelectivityStrategy that allows newspapers to target specific groups
 Newspaper Circulation Types-Subscription
-Single Copy Sales
-Third Party
-(NOT Sunday Editions)
 Newspapers are typically available in which of the following 2 sizes?Broadsheet and Tabloid
 BroadsheetSize of newspapers used by more than 90% of all newspapers and considered standard size
 Type of Advertising in Local Newspapers-Classified
-Display
-Supplements
-(NOT gatefold)
 Run-Of-Paper (ROP) RateIf the advertising dont care where their ads run in the newspaper they use this rate
 Advertisers use ___ for announcements of something new or for local marketsNewspapers
 A Bleed Page-A magazine page w/o outside margins, in which the color extends to the edge of the page
 Functions of on-premise signs-Identifying a store
-Providing direction & Info
-Helping locate businesses
 Showing-Refers to a standard unit for space sales based on the opportunity a person has to see a particular outdoor board and is typically based on a traffic count of vehicles passing a particular location during a specified period of time
 Broadcast Media facts-Transmit sounds/images electronically
-They are bought in time ( secs, mins)
-engage sight and sound
(NOT messages are lasting)
 Network RadioIs a group of local affiliates connected to one or more national networks through telephone wires and satellites
 Syndicated Radio Advertisingoffers advertisers a variety of high-quality, specialized, and usually original programs
 A segment into which radio listeners can be separated-Station fans
-Radio fans
-Music fans
-(NOT program fans)
 Daypartstypical radio programming day is divided into 5 segments
 Coveragethe # of homes in a geographic area that are able to pick up a station clearly, whether those homes are are actually tuned in or not
 RatingMeasures the percentage of homes actually tuned in to a particular radio station
 Advantages of Adv Radio-Highly targeted and inexpensive
-Excellent reminder/reinforcement capabilities
-Sparks imagination thru "theater of the mind"
-(NOT builds frequency thru specialized programming)
 Lack of VisualsHinders demonstration of products in radio advertising
 NetworkAccording to the FCC, a program service with 15 or more hours of prime time programming per week between the hours of 8 and 11 p.m
 Cable NetworksCNN, DISNEY, ESPN
 Program SponsorshipsCommerical messages that are allowed on public television
 ParticipantsType of network television adv is the dominant form, representing more than 90% of all network advertising
 The rating figure is always larger thanthe share figure
 Cost-Efficiencyconsidered an advantage of advertising on television
 *High-Involvement Consumer Decision Process (NIEPP)1 Need Recognition
2 Info Search
3 Evaluation of alternatives
4 Purchase Decision
5 Post-purchase Evaluation
 *Maslow Hierarchy of Needs (SEBSP)1 Self-actualization
2 Ego Needs
3 Belonging-ness
4 Safety
5 Physiological
 * Gen X (Baby Busters) and Gen Y (Echo Boomers)X - Independent minded, somewhat clinical, concerned with their physical health, and financial future
Y - More tech savvy, forming brand relationships, more altruistic
 *Pareto Rule roughly 80% of the effects come from 20% of the causes
 *5 personality traits that make people/brands individualOld-fashioned, lively, efficient, glamorous, rugged, romantic, helpful, snobbish, sophisticated, warm, dependable
 *Why are tuners attractive to marketers?-brand preferences are formed while young, and kept through purchasing lifetime
-early adopters & can influence others
-social influence that they may play on others purchases
 why marketers want to give products to president?- could be constructed as an implied endorsement by the president
-advantages of product placement include demonstrating the product in a natural setting. Its unexpected & consumers dont expect the president to be a paid product endorser.
-Good for engaging the affection of other stake holders. such as employers and dealers
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