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31 Cards in this Set
- Front
- Back
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What are Publicist Mojo's eight creative principles? |
-Isolate the basic grassroots human want. -Preach to the converted. -Keep it simple. -Impact with a big idea and brilliant execution. -Appeal primarily to the heart, not the head -Talk in a friendly, human and local tone of voice. -Make the message sympathetic to the medium. -Build in ingredients for long life and repetition. |
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What is reach? |
Itrefers to the total number of individual people exposed. (Message is seen by more people) |
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What is Frequency? |
It is the number of times a person must be exposed to an advertising message before a response is made. (Message is seen by less people but heard more often) |
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What is Coverage ? |
Itrefers to the percentage of the target market reached by an ad. |
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What is CPM ? |
It refers to the price of 1000 advertisement exposures. |
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What is Noise ? |
Itrefers to the extraneous factors that create unplanned distortion or interferences to the communications process (essentially distractions). |
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What is Brand Advocacy? |
It just refers to positive word of mouth advertising. |
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What is CRM ? |
It is marketing that builds client relationships, customer loyalty and brand value. |
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What is Market Segmentation/Fragmentation? |
It refers to the process of dividing a market into distinct groups that have common needs and will respond similarly to a marketing action. Market segments are identifiable groups of customers sharing similar needs, wants or other characteristics that make them likely to respond in a similar fashion to a marketing program. |
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How are markets segmented? |
-Geographic -Psycho graphic -Demographic -Behavioral |
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What is 'the central route to persuasion'? |
It is when the viewer decides to agree or disagree with the message based on the messages ideas or the strength of argument. For example, when the viewer is engaged and analyses the message. |
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What is the 'Peripheral route to persuasion'? |
It is when cues are taken from other sources. For example, a listener may decide to agree with a message because the source appears to be an expert, or is attractive. |
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What is the Advertising Standards Bureau? |
It is the self-regulated system which relies on the industry’s voluntary adherence to industry-determined standards in the AANA advertiser code of ethics. |
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What is Relationship Marketing? |
It emphasizes customer retention and satisfaction, recognizing the long term value of cost-effective customer relationships and extends communication beyond intrusive advertising and sales promotional messages. |
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What is a Top-down budgeting approach ? |
It is when the budgetary amount is established at the executive level and monies are passed down to the various departments. |
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What are some examples of top-down approaches? |
•Affordable method (left overs) – high risk of overspending. •Percentage of sales – financially safe, increases in sales increase budget, easy to use, but poor ‘investment’ attitude. •Competition Parity – good for •ROI – good for internet, tv, print and public relations. Works well with accurate measurements. |
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What is a Build-up budgeting approach? |
It is a method of determining the budget for advertising and promotion by determining the specific tasks that have to be performed and estimating the costs of performing them. |
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What are the Build-up approach steps? |
1. Setting Objectives 2. Planning activities 3. Budgeting objectives and activities. 4. Approval of budget from higher ups. |
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What is the first level of the Hierarchy of Effects Model? |
Cognitive Stage. Involves the customer’s Awarenessand Knowledge towards a product/service. |
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What is the second level of the Hierarchy of Effects Model? |
Affective Stage. Involves a customer’s Liking, Preference and Conviction of aproduct/service. |
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What is the thirdlevel of the Hierarchy of Effects Model? |
Behavioral Stage. Involves the Purchase intention of a customer towards a product/service. |
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What is Zero-Based planning? |
Determines objectives and strategies based on current brand or marketplace conditions and starts the plan from the beginning. |
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What is a Benchmark Orientation? |
Measuring a target audience's status concerning response to hierarchy variables. Such as knowledge, image, attitudes etc. |
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What is DAGMAR? |
Designing Advertising Goals that Measure Advertising Results is an approach to setting advertising goals. |
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What is the carryover effect? |
It is the delayed or lagged effect where by the impact of advertising on sales can occur during a subsequent time period. |
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What is Direct-Response Advertising |
It is a form of advertising for a product or service that elicits an awareness sales response directly from the consumer. |
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What are the four functions of a database? |
Greater control - Control over the information stored Superior information - Provides Transactional and Relationaldata Tighter targeting - Better market segmentation means morespecific targeting, eg. targeting an age group or lifestyle. Reliable measurement. |
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What is IMC? |
Stands for Integrated Marketing Communications. It is the consistent messaging across both traditional and non-traditional marketing channels, using the different methods to reinforce each other. |
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What is the Target Market Process: |
-Identify Markets with Unfulfilled Needs -Determine Market Segmentation -Select Market to Target -Position yourself through Marketing Strategies. |
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What are the 3 Basic Approaches to Market Coverage |
-Undifferentiated Marketing (All markets) -Differentiated Marketing (All markets divided) -Concentrated Marketing (Single or few market targeting) |
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What are the advantages and disadvantages of Brand Repositioning? |
Advantages: Can recover from declining sales Can Attempt other opportunities in the market. Disadvantages: Difficult based on customer perceptions and attitudes towards old position. |
