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give an example of a commercial that uses scents
- There were 3 given in class
- 1.Westin White Tea
- 2. Mrs. Mayers clean day
- 3.Tide cleaning
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Who published "subliminal Seduction"
Wilson Brian Key
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Why is mining the web a good idea?
- online communities offer input
- you can analyze brandtalk trackling software provides insights
Its basically another of having consumer knowledge at your fingertips
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who came up with the concept of subliminal advertising?
James Vicary
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what word did brian wilson see in the ice?
sex
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we need to get consumers attention and be_______
memorable
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list the 7 parts of the advertising plan
- 1.introdution
- 2. situation analysis
- 3.objectives
- 4.Budgeting
- 5.strategy
- 6. execution
- 7.evaluation
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what are the 3 things that made account planners different from traditional researchers?
- 1. account planers work directly with clients
- 2. research has a more prominent role
- 3. "planning agencies" tend to move qualitative and naturalistic research
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what 2 things does the audience do after decoding a message?
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source credibility is measured by _______
- trustworthiness
- espertise
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why dies china represent an incredible challenge fo US marketers?
(more than 1 answer)
- 1. size
- 2. geographic diversity
- 3. huge income + lifestyle differences
- 4. unique culture
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list some examples of noise
- -talking
- -cant hear
- -visual distractions
- -texting
and many more
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targeting emergents with messages that fit their age or social circumstances, as well as being first time users is what type of marketing?
-
what are the 5 types of target segments
- 1. usage / commitment
- 2. demographics
- 3. geopgraphics
- 4. psychographics
- 5. benfit
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how a consumer feels about an ad far more imortant than what they say you think about them
true
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what are the fundaental advertising objectives ? (7 total )
- 1. creating or mainting brand awareness + adding knowledge about brand
- 2. creating, changing + reinforcing attitudes
- 3. influence purchase intentions
- 4. stimulate trial
- 5. repeat purrchases
- 6. switch from competition brand
- 7. increase sales
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web ads should be ____
___
___
- interactive
- customizable
- entertaining
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what can interfere with an audiences ability to decode a and privide feedback
noise
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how do you promote brand recall?
- -repeptition
- -slogan jingles
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whats the halo effect ?
positive attitudes towards a brand that are NOT a direct result of an ad campaign
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list the 4 common mistakes in copywriting
- triteness
- vagueness
- wordiness
- creativity for creativitys sake ..
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true or false
The basic principles of creative communication remain the same even though the media has changed
true
-
whats the big issue with humerous ads?
you can after recall the ad but not the brand..
murphy calls this the "vampire effect"
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what are the 2 approaches of budgeting ? 287-288
- 1. percentage of sales
- 2.share of market / share of voice
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the new coke example illustrates what 2 things?
- 1. relying on research alone can lead to a marketing disaster
- 2. NEVER confuse a product with a brand
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brand management tends to be _______about creative function in advertising
skeptical
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the audience _____the message before responding
decodes
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positioning ( define it )
aligns the marketing mix to yield distinctive appeal for the target segment .
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what is the source effect ?
the response to communication is influenced by the attitude the audience has toward the source
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according to dr Murphy what was one of the best comparison ads of all time ?
Mac vs PC
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can you give the 3 element sof execution ?
- copy strategy
- media planner
- IBP
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whats the key takeaway from the target pregnancy example?
when DISCRETION is used, shoppers do not mind being attacked.
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what are the 3 essentials of effective postioning ?
- Deliver on the promise
- There magic in the consistency
- make it different simply
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what does segmenting do?
exhibit 6.3
breaks down diverse markets into managable segments
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what are the 3 tyoes of ads could you use to instill brand preference ?
- feel good ads
- humor ads
- sexual appeal ads
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which type of copywriting uses a hybrid form of writing copy for print + broadcast media ?
digitial/ interactive media
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list the principles of design ( 5 total )
- balance
- proportion
- order
- unity
- emphasis
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what does behavioral intent measure ?
what consumers say they intend to do
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give 2 of th 6 purposes of illustration
- 1.attract the attention of the target audience
- 2. make the brand heroic
- 3.commmunicate brand features or benefits
- 4.stimulate reading of the body copy
- 5.create the desired social context for the brand
- 6. create a mood, feeling or image
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True or false
the vicary experiment was the first successful use of subliminal advertising
- false
- the whole thing was made up
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what provides a common ground for the audience and speaker to understand the message ?
their fields of experience
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when does target ID pregnant shoppers?
during the 2nd trimester ( 4-6 months )
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true or false
advertising has steered away from visuals and relies heavily on copy
- false
- adv mainly relies on visuals
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accroding to dr sernard mcgrane , subliminal messaging appeals to what 2 repressed objects ?
sex and death
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brand exprience overrides taste
true or false
true
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what are the components of the situational analysis?
- 1. cultural contexts
- 2. hostorical context
- 3. industry analysis
- 4. market analysis
- 5. competitor analysis
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what kind of response did the charmin seat or squad app have?
- 500k downloaded the app
- 500+ million media impressions
- 200+news outlets provided coverage
- WSJ deemed it among best marketing programs of the year
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list the 4 dimensions on which to evaluate research ?
- reliability
- validity
- trustworthiness
- meaningfulness
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what type of positioning does the Axe recovery shower gel use?
user positioning
this option takes a specific profile of the target user as the focal point of the positioning strategy
-
what are the 3 positioning theme options ?
-
what are the 3 research methods that Dr Murphy highlits for chp 7 ?
- audience profiling
- focus groups
- field work
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list 3 ways to persuade the customer
- reason - why ads
- hardshell ads
- comparison ads
- testimonials
- demostration
- advertorials
- infomercials
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what are the 5 secondary sources ?
- web
- internal
- government sources
- commercial sources
- professional publications
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what does STP stand for in STP marketing ?
- segmenting
- targeting
- positioning
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provide 3 of the 6 steps in reproduction
- storyboard + script approval
- budget approval
- assesment of directors, editorial houses, music supplies
- review of bids
- creation of a reproduction timetable
- selection of location , sets and cast
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direct response uses what types of opportunities to gauge ad effectiveness?
- web
- reply card
- toll-free number
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______ is the process of designing and representing ones product or service so that it will occupy a distinct and valued place in the consumers mind
positioning
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what does targeting do ?
it chooses a specific segment as the focal pont for marketing efforts
-
brand names are
1
2
- important intangible corporate assets
- provide the basis for effective IBP campaigns
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the source ______ the message before sending it
encodes
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according to vocary's experiment. coke sales increased by ___ and popcorn sales incrased
-
brand information is stored as it relates to
1
2
3
- attributes
- other objects
- events , people, and experiences
-
give the 3 types of questions Red Roof inns used to get opinions of their brand ?
- awareness
- knowledge
- attitude
-
does the public believe in subliminal messaging
yes
-
creative people need to play it safe
true or false
false
creative people need to take risks
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