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Explain Institutional vs. Product Advertising.
Institutional Advertising is designed to enhance a company's image whereas Product Advertising serves to tout the benefits of a specific good or service.
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What are the 3 types of Product advertising and during which stages of the product's life cycle are they used?
- Pioneering Advertising: Heavy during intro stage
- Competitive Advertising: Growth phase
- Comparative Advertising: stage of slow growth or those entering the market against strong competitors
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How does where consumers are in the AIDA process determine the creative development of the ad campaign?
- The campaign may focus on:
- Creating Attention
- Arousing Interest
- Stimulating Desire
- Action of Buying the product (lead to)
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List some common advertising appeals (or reasons for a person to buy a product).
- Profit
- Health
- Fear
- Admiration
- Convenience
- Fun & Pleasure
- Vanity & Egotism
- Environmental Consciousness
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Name 11 common Executional Styles for Ads with an example of each.
- Slice-of-Life: McD's Kids eating Happy Meals w/family
- Lifestyle: Jetta in French Quarter
- Spokesperson: Beyonce & Amex
- Fantasy: Cars speeding around corners
- Humorous: Twix "Need a Minute"
- Real/Animated Product: Energizer Bunny
- Symbols: GEICO's gecko
- Mood/Image: DeBeers shadow images w/ diamonds
- Demos: Laundry spot removers
- Musical: Nike?
- Scientific: Excedrin use of scientific fact putting it above others
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Pros & Cons of Newspaper as your Ad Media?
- Pros: Flexible, short lead time, geographic selectivity
- Cons: Limited reproduction, low pass-along rate
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Pros & Cons of Magazines as your Ad Media?
- Pros: Good reproduction rate, Good selectivity, High pass-along rate
- Cons: Lond lead times, lack of urgency
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Pros & Cons of Radio as your Ad Media?
- Pros: Low cost, good immediancy, flexibility, short lead time
- Cons: no visuals, High Repetition needed
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Pros & Cons of TV as your Ad Media?
- Pros: Wide reach, Allows for vivid & creative messaging, cable channel highly selective
- Cons: often High total cost, long lead times
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Pros & Cons of Outdoor Media as your Ad Media?
- Pros: Flexibility, geographic selectivity,, low-moderate cost
- Cons: Limits scope of message, high level of clutter
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Pros & Cons of Internet as your Ad Media?
- Pros: Very Selective, relatively short lead time, moderate cost
- Cons: Difficult to measure effectiveness
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What are the 7 factors influencing the media mix, or combination of media to be used?
- Cost per contact
- Reach
- Frequency
- Audience Selectivity
- Flexibility
- Noise Level
- Life Span
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What are the 4 basic types of Media Scheduling?
- Continuous Media Schedule: used primarily for products in the later stages of the product life cycle, advertised on a reminder basis (ex) Ivory soap
- Flighted Media Schedule: ads are heavily scheduled every other month or every two weeks to achieve a greater impact w/ an increased frequency and reach at those times (ex) Movie ads on Thursday to influence moviegoers for upcoming weekend
- Pulsing Media Schedule: combines continuous w/ flighted. Continuous heavier during the best sale periods. (ex) Retailers-Black Friday
- Seasonal Media Schedule: air during certain times of year. (ex) Sunscreen
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What are the 5 major PR tools used?
- New-Product Publicity
- Product Placement
- Consumer Education
- Sponsorship
- Internet Web Sites
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