ADV 260 Study Guide Exam 2 ADV 260 Study Guide Exam 2 ADV 260 Study Guide Exam 2 ADV 260, Exams of Nursing

Download ADV 260 Study Guide Exam 2 ADV 260 Study Guide Exam 2 ADV 260 Study Guide Exam 2 ADV 260 and more Exams Nursing in PDF only on Docsity! ADV 3008 PRINCIPLES OF ADVERTISING 2023- 2024 STUDY GUIDE Exam 2 Study Guide Chapter 8 Terms/Concepts - Creative strategy: Determines what the advertising message will say or communicate Creative tactics: Determine how the message strategy will be executed Divergence: Extent to which an ad contains elements that are novel, different, or unusual Relevance: Degree to which the elements of an ad are meaningful, useful, or valuable to the consumer Focus groups: Consumers from the target market are led through a discussion regarding a particular topic Ethnographic research: Observing consumers in their natural environment Creative process: Storyboard: Series of drawings that present a proposed commercial’s visual layout Advertising campaign: Set of interrelated and coordinated marketing communications activities that center on a single theme or idea Campaign theme: Central message communicated in all the advertising and promotional activities, Expressed through a slogan or tagline Creative brief Major selling idea Unique selling proposition Image advertising: Strategy used to develop a strong, memorable identity for a brand Gross rating points: A summary measure that combines program rating with the average number of times the home is reached during this period (frequency of exposure) GRP = REACH x FREQUENCY Target rating points: number of people in the primary target audience the media buy will reach and the number of times. Effective reach: percentage of a vehicle’s audience reached at each effective frequency increment. Average frequency: the average number of times the target audience reached by a media schedule is exposed to the vehicle over a specified period. image Absolute cost Relative cost Cost per thousand Cost per ratings point Target CPM Chapter 15 Terms/Concepts - Readers per copy Pass-along rate Web 2.0 Banner ads: Create awareness or recognition • Used to seek entry into contests and sweepstakes • Fulfill direct‐marketing objectives Sponsorship: Form of advertising, Company pays to sponsor a section of a site Content sponsorship: Sponsor not only provides money in return for name association but also participates in providing the content itself Pop-ups/pop-unders: Pop-ups>Ads that appear when certain sites are accessed Pop-unders> Ads that appear underneath the webpage and become visible only when user leaves the site Interstitials: Ads that appear on screen while waiting for a site’s content to download Paid search: higher a site appears on a search page, the more visitors it will receive. Organic search results: Appear due to their relevance to the search terms Pay-per-a-click: Placing ads on web pages that display results from search engine queries Search Engine optimization: Improving the volume of traffic to a site by a search engine through unpaid results Behavioral targeting: Based on advertisers’ target consumers by tracking their website surfing behaviors Retargeting: Ads follow a web user and are displayed on every participating subsequent websites the user visits Contextual advertising: Ads are determined by the content on the webpage Native advertising: Advertiser gains attention by providing valuable content in the context of the user’s experience, Controversial, May be deceptive Audience measures: Measure effectiveness Advantages and disadvantages of the Internet: Advantages: Target marketing Message tailoring Interactive capabilities Information access Sales potential Creativity Exposure Speed Complement to IMC Disadvantages Measurement problems Clutter Potential for deception Lack of privacy Irritation Chapter 16 Terms/Concepts - Sales promotion: Direct inducement that offers an extra value or incentive for the product to: Sales force Distributors Ultimate consumer Primary objective is to create an immediate sale Consumer-oriented sales promotion: Obtaining trial and repurchase Increasing consumption of an established brand Defending current customers Targeting a specific market segment Enhancing integrated marketing communications Building brand equity Trade-oriented sales promotion: Obtain distribution for new products Maintain trade support for established brands Encourage retailers to display established brands Build retail inventories Sampling: Giving some quantity of a product for no charge to induce trial Couponing: Most widely used, and most effective sales promotion tool Bounce-back coupon: Redeemable for the next purchase of the same brand Instant coupon: Attached to the outside of a package and can be redeemed immediately In-store couponing: Co-op coupons distributed in a retail environment Contest: Consumers compete for prizes or money on the basis of skills or ability