2209730
| Question | Answer |
| Any factor that interferes with or distorts the correct delivery of the advertising message to the target audience | Noise |
| The most common and serious type of noise | Clutter |
| The ability of a particular advertising message to reach an identified target audience depends on the ______. | Media plan and Strategy |
| The three phase process of creating an advertisement | 1. Analysis of the Marketing and Advertising Strategy 2. The target audience 3. The media stragegy |
| In this phase, copywriters and art directors write and design ads | Execution Phase |
| Final phase of the creative strategy | Production phase |
| Mainly a media-buying problem | Exposure |
| Means that the mind is engaged | Attention |
| Something that catches the target's interest | Trigger |
| The last advertising element that aids awareness | Relevance |
| This word is also used to describe an advertising technique that tries to get the audience to participate in how th message develops and evolves. | Involvement |
| Advertising that contains a large amount of product information, requires clear and relevant explanation | Informational Advetising |
| Are what advertisers use to build images | Association |
| Advertisements must do this to make people believe or do something | Persuade |
| An extremely important concept in advertising | Believability |
| Something that makes the product particularly attractive or interesting to the consumer | Appeal |
| When a product id well enough bu consumers to generate repeat sales | Brand Loyalty |
| A particularly strong belief that has been anchored firmly in a person's set of attitudes | Conviction |
| People often remember the commercial, not the product | Vampire Creativity |
| Where music allows the advertiser to repeat a phrase or product name without boring the audience | Jingles |
| Are used at the end of an ad to summarize the point of the ad's message in a highly memorable way | Taglines |
| Are called when taglines are used consistently | Slogans |
| A vivid image that the advertiser hopes will linger in the viewer's mind to act as a fragment of information stored in the memory's filing system | Key Visual |
| A distinctive mark that identifies the product or company | Logo |
| The name of the company or brand written in a distinctive typestyle | Signature |
| The process of creating a unique identity for a product | Branding |
| A mental image that reflects the way consumers perceive the brand | Brand Image |
| The idea that a product takes on familiar human characteristics such as friendliness, trustworthiness, or snobbery. | Product Personality |
| An accumulated reservoir of goodwill and good impressions | Brand Equity |
| What you want to accomplish | Objective |
| How to accomplish objective | strategies |
| make the plan into life | Tactics |
| Is a goal or task to be accomplished | Objective |
| The means by which the goal is accomplished | Strategy |
| A trend or development in the business environment that will erode business unless the company takes purposeful making action | Threat |
| Is a written document that proposes strategies for using the elements of marketing mix to achieve marketing objectives | Marketing Plan |
| Matches the right audience to the right message and presents it in the right medium to reach the audience | Advertising Plan |
| Three basic elements summarize the heart of advertising strategy | Targeting the Audience Message Strategy Media Strategy |
| The first step in developing an advertising plan/marketing plan | Backgrounding |
| DAGMAR | Defining advertising goals for measured advertising results |
| People who can be reached with a certain advertising medium and a particular message | Target Audience |
| An easy way to structure your analysis on comparing your product to your competitor's products | Feature Analysis |
| How consumers perceive a product relative to its competition | POsitioning |
| Last section of an advertising plan | Implementation |
| Based on how well the plan meets its objectives. | Evaluation |
| Is probably the most common method for determining the budget level | Task objective method |
| Compares the total sales with the total advertising budget during the previous year or the average several years to compute a percentage | Percentage-of-sales method |
| Simply a way to structure a way to structure this kind of analysis | Creative platform |
| The various approaches to the logic of the sales message | Selling Premises |
| A statement about performance | Claim |
| A benefit statement that looks to the future | Promise |
| based on a benefit statement that is both unique to the product and important to the user | USP or Unique Selling Proposition |
Want to create your own Flashcards for free with GoConqr? Learn more.