Advertising Research and Planning: Terms and Definitions, Quizzes of Marketing

Download Advertising Research and Planning: Terms and Definitions and more Quizzes Marketing in PDF only on Docsity! TERM 1 Advertising Research DEFINITION 1 The planning, preparation and placement of advertising TERM 2 What to test for in advertising research? DEFINITION 2 Message Variables Source Factors (how target will respond) Media Strategies (medium) Audience definition and profiling TERM 3 Animatic DEFINITION 3 Animated rough draft of a commercial TERM 4 Physiological Testing DEFINITION 4 use technology to measure consumers' physical responses to ID what consumers look at or how they react to an ad TERM 5 Inquiry Tests DEFINITION 5 measure inquiries generated from print ads TERM 6 Test Marketing DEFINITION 6 measure broadcast ads effectiveness in specific test markets before releasing the ads nationally TERM 7 Projective Techniques DEFINITION 7 presenting consumers with an ambiguous, unstructured object, activity or person to uncover consumers' underlying or subconscious feelings, motives about product or problem TERM 8 Ethnography DEFINITION 8 researchers visit a person's home or business and directly observe how the consumer uses a product TERM 9 Syndicated Survey DEFINITION 9 a large-scale survey where info is collected about a wide variety of consumers and their attitudes and or actual purchases TERM 10 Brand Tags DEFINITION 10 a format for showing online survey results (tag clouds are formed from the responses in which the more prominent responses are larger) TERM 21 Objective and Task Method DEFINITION 21 a method of ad budget that focuses on the relationship bet. ad spending and ad obj by IDing the specific aspects necessary to achieve different aspect of the ad obj must determine comm obj, specific strategies and tasks needed to attain them and est. the cost with these Only bottom-up approach TERM 22 Advertising and ROI DEFINITION 22 (gross profit generated by ad - cost of ad) ---------------------------- -------- = ROi cost of ad TERM 23 Explorer DEFINITION 23 gathering information TERM 24 Artist DEFINITION 24 developing and implementing the big idea TERM 25 Big Idea DEFINITION 25 the creative concept behind an ad that attracts attention and creates a distinctive impression for the advertised brand in the mind of target audience TERM 26 Transformation Techniques DEFINITION 26 adapt, imagine, reverse, connect, compare, eliminate, parody TERM 27 Judge DEFINITION 27 decision time - evaluate ideas and decide whether to implement, modify or discard ideas TERM 28 Warrior DEFINITION 28 overcoming setbacks and obstacles TERM 29 David Ogilvy Client Q's DEFINITION 29 did it make me gasp when i saw it? do i wish i had thought of it myself? is it unique? does it fit the strategy to perfection? could it be used for 30 years? TERM 30 Advertising Appeal DEFINITION 30 the approach used to attract the attention of consumers and or to influence their feelings toward the product or service TERM 31 Informational/rational appeal DEFINITION 31 focus on consumers' practical, functional, or utilitarian need for the product or service and emphasize features of product and or benefits or reasons for owning or using it. TERM 32 Emotional appeal DEFINITION 32 relates to the consumers' social and psychological needs for purchasing a product or service TERM 33 Advertising Execution DEFINITION 33 the way a particular ad appeal is turned into an ad msg presented to the consumer TERM 34 Copywriting DEFINITION 34 the process of expressing the value and benefits a brand has to offer via a written or verbal description TERM 35 Format Elements of Ads DEFINITION 35 headline, sudhead, body copy, slogan, logo and signature, contact (Want to create: attention, interest, credibility, desire and action) TERM 46 Frequency DEFINITION 46 the M # of times an individual or household within a target audience has a opportunity to be exposed to a media vehicle or vehicles in a specified time span TERM 47 Advertising Response Curve DEFINITION 47 the s-shaped curve that at a low frequency there is little response, once the threshold in crossed there is dramatic response, but once saturation occurs, response slowly declines TERM 48 3-Hit Theory DEFINITION 48 argues that a min of 3 exposures to an ad is necessary (curiosity, personal relevance, and reminder) TERM 49 Cost per Thousand DEFINITION 49 cost of exposing 1000 ppl to ad CPM = (cost of msg unit/total audience) x 1000 TERM 50 Cost per Point DEFINITION 50 method to compare media vehicles by relating cost of msg unit to the audience rating CPP = (cost of msg unit/program rating) TERM 51 Concentrated vs. Assorted media mix DEFINITION 51 uses one medium uses multi-media alts to reach target TERM 52 Blogola DEFINITION 52 an act of bribing or paying influential bloggers to create a buzz in the blogosphere about a specific product or technology in their blog TERM 53 New Comm Forms DEFINITION 53 guerilla mktg viral mktg blogs SNS virtual worlds video sharing sites TERM 54 Power Distance DEFINITION 54 the extent to which society accepts the fact that power in instructions and orgs is distributed unequally focus on authority TERM 55 Uncertainty Avoidance DEFINITION 55 the extent to which members of a society are uncomfortable with unclear, ambiguous or unstructured situations focus on risk TERM 56 Masculinity/Femininity DEFINITION 56 the degree to which sex roles are clearly delineated focus on achievement TERM 57 Individualism/Collectivism DEFINITION 57 the extent to which the welfare of the individual versus that of a group is valued focuses on self TERM 58 Global Advertising DEFINITION 58 uses the same basic ad approach world-wide Good for visual appeal, brand image campaigns, high-tech products, nationalistic flavor (Swatch = Switzerland), and products that appeal to mkt segments w/ universally similar tastes, interests, needs and values