Advertising State Test Review
2013
1
• The ability to generate unique ideas,
approaches and solutions
1
• Creativity
2
• A qualitative research where a group of
people are asked about their attitudes toward
a product, service, concept, advertisement,
idea, or packaging.
2
• Focus Group
3
• A group of people identified as those most
likely to become customers
3
• Target Market
4
• Used to stimulate consumer purchase
immediately and represents all marketing
activities, like: Contests, Fashion Shows,
Coupons
4
• Sales Promotion
5
• The study of when, why, how & where people
do or do not buy products.
5
• Consumer Psychology
1
• The process and methods used to gather
information, analyze it, and report findings
related to marketing goods & services.
1
• Marketing Research
2
• Use of a single marketing plan to reach all
customers.
2
• Mass Marketing
3
• Breaking customers down into smaller groups
by identifying them by shared needs and
characteristics.
3
• Marketing Segmentation
4
• Easy to recognize, memorable, geared to the
target audience
4
• Logo & Slogan
5
• An announcement that is sent by a business or
organization to media outlets promoting an
event.
5
• News Release
1
• Geographically selected audience, short
message
1
• Outdoor Advertising
2
• When advertisers run a schedule on TV, and
then convert the audio portion into radio
(transferring that TV image to radio)
2
• Imagery Transfer
3
• The best time for radio advertisements are
when people are driving to and from work.
(Morning & Late afternoon, evening)
3
• Drive Time (radio prime-time)
4
• Local; target customers in home town.
4
• Newspapers
5
• Exact words usually written by the advertisers
that show the speaker’s names, the sound
effects, camera movement and the words to
be spoken by the actor.
5
• Scripts
1
• The name that identifies a company or
organization. Example: Keebler, GE, Proctor &
Gamble
1
• Trade Name
2
• Regional or national; large specific audience
2
• Magazines
3
• Geographically selected audience; short
message; aimed at travelers
3
• Station Posters
4
• Seen by people at an event and television
viewers; often used by sponsors
4
• Stadium Signage
5
• Personalized message; may be considered
“junk” mail
5
• Direct Mail
1
• Most network TV, advertising is sold on a
participation basis with most advertisers
buying a 30 second spot.
1
• Rates & Buying Time
2
• When a TV commercial is not run as specified
in the contract and the station will make good
by offering free advertising time to
compensate for incorrect spots.
2
• Makegood
3
• For network and cable TV is between 8:00pm
– 11:00pm when millions of viewers are
watching. It is the most expensive advertising
time.
3
• Primetime
4
• Is based on where customers are located or
climate
4
• Geographic Segmentation
5
• Any form of communication a business or
organization uses to inform, persuade or
remind.
5
• Promotion
1
• Based on statistical characteristics, such as
Gender, Age, Ethnicity, Education, Occupation,
Income or Life Stage
1
• Demographic Segmentation
2
• Company incurs costs for educating
customers, building widespread dealer
distribution, and encouraging demand.
2
• Introduction Phase
3
• The process of acting through a situation
without all the real characters being present.
3
• Role Playing
4
• Sales made when individuals make contact
with potential buyers face-to-face.
4
• Personal Sales
5
• Product, Price, Place, Promotion
5
• Marketing Mix
1
• Listing as many relative and different ideas as
possible
1
• Brainstorming
2
• Identifying and unique names of an internet
site
2
• Domain Names
3
• All physical elements: such as color, lighting &
shelving, to project the right image to its
consumers
3
• Visual Merchandising & Display
4
• Cost sharing arrangement whereby both a
supplier and advertiser pay for advertising and
promotion
4
• Co-Operative Advertising
5
• Based on purchase behavior
5
• Behavioristic Segmentation
1
• Segmentation based on values, attitudes,
personality, and lifestyle.
1
• Psychographic Segmentation
2
• Involves placing newsworthy information
about a business, product or policy in the
media. It’s mostly free.
2
• Publicity
3
• Characterized by rapid market expansion as
more customers, stimulated by advertising
and word-of-mouth, make purchases
3
• Growth Stage
4
• Any paid form of non-personal promotion of
ideas, goods, or services.
4
• Advertising
5
• Products become obsolete due to new
technology or changing customer tastes or
companies may cease all promotion and
phase products out quickly.
5
• Decline Stage
1
• Company develops or alters products to meet
current and future market demands.
1
• Development Phase
2
• Marketplace becomes saturated with
competing products and the number of new
customers decreases, causing sales to reach a
plateau
2
• Maturity Stage
3
• Uses keywords to trigger ads on the internet
3
• Key word Advertising
4
• Stages in The Product Life Cycle are:
4
•
•
•
•
•
Development Stage – develops products
Introduction Stage – educate customers
Growth Stage – advertising, word of mouth
Maturity Stage – # of new customers decrease
Decline Stage – products become obsolete
5
• Know the Advantages & Disadvantages of TV
vs Radio Advertising
5
1
• Elements in Print Advertising
– White Space
– Illustrations
– Headline
– Copy
– Slogan
– Signature
•
•
•
•
•
1
Headline – the phrase or sentence that captures the readers attention, entices them
Illustration – the graphic (photograph drawing) element used in an advertisement
Copy – the selling message of a written advertisement, should appeal to senses
White Space - the unprinted area of a piece of printing, blank space of a poster or newspaper page.
Signature – identification symbol for a business, logo
2
• Advantages and Disadvantages of Branding:
2
Disadvantages of Branding
3
• Common Personal Trait Characteristics for
Marketing Jobs:
3
Articulate clearly
Be creative
Be personable
Be Ambitious
Possess a competitive spirit
Be optimistic
Able to multi-task
Be detail oriented
Be results oriented
Possess strong interpersonal skills
Possess effective communication and analytical skills
4
• The 4 Steps to Developing a Career Plan –
know them in order.
4
• 1. Research Career Opportunities
• 2. Set Career Goals
• 3. Develop & educational/professional
development plan
• 4. Carry out the plan
5
• Label the Following ads with: 1.personal
sales, 2. publicity, 3. advertising 4. internet ad.
News release
TV Commercial
Insurance sales
5
1. Personal Sales
4. Internet
Ad
2.Publicity
3. Advertising