Flashcards
Principles of advertising Chapter 6-7
Cards in this deck (52)
- 1Any factor that interferes with or distorts the correct delivery of the advertising message to the target audienceNoise
- 2The most common and serious type of noiseClutter
- 3The ability of a particular advertising message to reach an identified target audience depends on the ______.Media plan and Strategy
- 4The three phase process of creating an advertisement1. Analysis of the Marketing and Advertising Strategy
2. The target audience
3. The media stragegy - 5In this phase, copywriters and art directors write and design adsExecution Phase
- 6Final phase of the creative strategyProduction phase
- 7Mainly a media-buying problemExposure
- 8Means that the mind is engagedAttention
- 9Something that catches the target's interestTrigger
- 10The last advertising element that aids awarenessRelevance
- 11This 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
- 12Advertising that contains a large amount of product information, requires clear and relevant explanationInformational Advetising
- 13Are what advertisers use to build imagesAssociation
- 14Advertisements must do this to make people believe or do somethingPersuade
- 15An extremely important concept in advertisingBelievability
- 16Something that makes the product particularly attractive or interesting to the consumerAppeal
- 17When a product id well enough bu consumers to generate repeat salesBrand Loyalty
- 18A particularly strong belief that has been anchored firmly in a person's set of attitudesConviction
- 19People often remember the commercial, not the productVampire Creativity
- 20Where music allows the advertiser to repeat a phrase or product name without boring the audienceJingles
- 21Are used at the end of an ad to summarize the point of the ad's message in a highly memorable wayTaglines
- 22Are called when taglines are used consistentlySlogans
- 23A 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 systemKey Visual
- 24A distinctive mark that identifies the product or companyLogo
- 25The name of the company or brand written in a distinctive typestyleSignature
- 26The process of creating a unique identity for a productBranding
- 27A mental image that reflects the way consumers perceive the brandBrand Image
- 28The idea that a product takes on familiar human characteristics such as friendliness, trustworthiness, or snobbery.Product Personality
- 29An accumulated reservoir of goodwill and good impressionsBrand Equity
- 30What you want to accomplishObjective
- 31How to accomplish objectivestrategies
- 32make the plan into lifeTactics
- 33Is a goal or task to be accomplishedObjective
- 34The means by which the goal is accomplishedStrategy
- 35A trend or development in the business environment that will erode business unless the company takes purposeful making actionThreat
- 36Is a written document that proposes strategies for using the elements of marketing mix to achieve marketing objectivesMarketing Plan
- 37Matches the right audience to the right message and presents it in the right medium to reach the audienceAdvertising Plan
- 38Three basic elements summarize the heart of advertising strategyTargeting the Audience
Message Strategy
Media Strategy - 39The first step in developing an advertising plan/marketing planBackgrounding
- 40DAGMARDefining advertising goals for measured advertising results
- 41People who can be reached with a certain advertising medium and a particular messageTarget Audience
- 42An easy way to structure your analysis on comparing your product to your competitor's productsFeature Analysis
- 43How consumers perceive a product relative to its competitionPOsitioning
- 44Last section of an advertising planImplementation
- 45Based on how well the plan meets its objectives.Evaluation
- 46Is probably the most common method for determining the budget levelTask objective method
- 47Compares the total sales with the total advertising budget during the previous year or the average several years to compute a percentagePercentage-of-sales method
- 48Simply a way to structure a way to structure this kind of analysisCreative platform
- 49The various approaches to the logic of the sales messageSelling Premises
- 50A statement about performanceClaim
- 51A benefit statement that looks to the futurePromise
- 52based on a benefit statement that is both unique to the product and important to the userUSP or Unique Selling Proposition
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- Flashcards on Principles of advertising Chapter 6-7, created by diarpot16 on 07/03/2015.
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