Advertising and Marketing Terminology: Situation Analysis to Creative Brief, Quizzes of Banking Law and Practice

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TERM 1 situation analysis DEFINITION 1 where the client and agency lay out the most important factors that define the situation then explain the importance of each factor TERM 2 cultural context DEFINITION 2 -cultural "comfort zone"-one's own cultural values, experiences, and knowledge serve as subconscious guide - bias - for decision making and behavior TERM 3 industry analysis DEFINITION 3 focuses on developments and trends within an entire industry and on any other factors that may make a difference in how an advertiser proceeds with an advertising plan should enumerate and discuss most important aspects of given industry TERM 4 market analysis DEFINITION 4 examines the factors that drive and determine the market for the firm's product/service complements industry analysis, emphasizing the demand size of the equation TERM 5 competitor analysis DEFINITION 5 advertisers determines exactly who the competitors are discusses strengths, weaknesses, tendencies, threats of competitors motorola TERM 6 objectives DEFINITION 6 -lay framework for the subsequent tasks in advertising plan and take many different forms-identify goals of advertiser in concrete terms(brand awareness, top-of-mind awareness, purchase intent, trial usage, repeat purchase, brand switching) TERM 7 brand awareness DEFINITION 7 indicator of consumer knowledge about the existence of the brand and how easily that knowledge can be retrieved from memory ex. advertiser asks consumer to name 5 insurance companies part of objectives TERM 8 top-of-the-mind awareness DEFINITION 8 represented by the brand listed first from consumer's memory part of objectives TERM 9 purchase intent DEFINITION 9 determined by asking consumer whether they intend to uy a product or service in near futurepart of objectives TERM 10 trial usage DEFINITION 10 reflects actual behavior and is commonly used as an advertising objectivepart of objectives TERM 21 fix in the production (bad creative) DEFINITION 21 have creative attempt to fix your mistakes TERM 22 blame the creative (bad creative) DEFINITION 22 blame creative for your mistakes in the campaign"make it unexpected!...but use company president and the old jingle" TERM 23 imitate (bad creative) DEFINITION 23 no originalityblends in with other mediocre imitationspretty much telling your clients to run far away TERM 24 believe post testing when you get a good score (bad creative) DEFINITION 24 some posttesting is good, some is badbe a bad agency = believe posttesting rewards excellent work TERM 25 bad creative rules (12) DEFINITION 25 1. target audience=statistic 11. imitate2. strategy=hodgepodge 12. believe post testing3. no philosophy4. analyze creative like research report5. creative process=professional6. say one thing, do another7. give client candy store8. mix and match campaigns9. fix it in production10. blame creative TERM 26 cognitive style DEFINITION 26 unique preferences of each person for thinking about and solving a problem sensing v. intuiting thinking v. feeling extraverted v. introverted TERM 27 creative abrasion DEFINITION 27 clash of ideas, from which new ideas and breakthrough solutions can evolve interpersonal abrasion: clash of people, from which communication shuts down and new ideas get slaughtered TERM 28 brainstorming DEFINITION 28 organized approach to idea generation in groups build off each other fear drives out creativity prime individuals before & after make it happen (take action in ideas) it's a skill (not for amateurs) embrace creative abrasion listen and learn follow the rules (or it's not brainstorming) TERM 29 alien visitors DEFINITION 29 -adding more diversity to the group = way to foster creative abrasion-bring in aliens! TERM 30 promote brand recall DEFINITION 30 get consumers to recall your brand over competitorsmethod: repetition slogans and jingles point-of-purchase branding TERM 31 link key attribute to brand name DEFINITION 31 literally. only one though.method:unique selling proposition (USP) TERM 32 persuade consumer DEFINITION 32 convince consumers to buy product/service through high- engagement argumentsmethod: reason-why ads hard-sell ads comparison ads testimonals demonstation advertorials infomercials TERM 33 instill band preference DEFINITION 33 this brand above all othersmethod: feel-good ads humor ads sexual-appeal ads TERM 34 scare consumer DEFINITION 34 method: fear-appeal ads TERM 35 change behavior by inducing anxiety DEFINITION 35 methods: anxiety ads social anxiety ads TERM 46 subheadline DEFINITION 46 -a few words or short sentence usually above/below headline-offers opportunity to include important brand info not included in headline TERM 47 body copy DEFINITION 47 -textual component of an ad-tells more complete story of a brand-takes of advantage and reinforces headline/subhead TERM 48 straight-line copy DEFINITION 48 approach explains in straightforward terms why reader will benefit from use of brand TERM 49 dialogue DEFINITION 49 delivers selling points of message to audience through character(s) in ad TERM 50 narrative DEFINITION 50 -method for preparing body copy-simply displays series of statements about a brand TERM 51 direct response copy DEFINITION 51 -least complex of copy techniques-copywriter tries to highlight urgency of acting immediately-usually rely on sales promotion devices coupons contests rebates TERM 52 slogan/tagline DEFINITION 52 -short phrase that is in part used to help establish an image, identity, or position for a brand/organization-most often used to increase memorability of the key benefit of a brand TERM 53 illustration DEFINITION 53 context of print and digital advertising-the actual drawing, painting, photography, computer-generated art that forms the picture in an ad TERM 54 design DEFINITION 54 "the structure itself and the plan behind the structure" for the aesthetic and stylistic aspects of a print ad TERM 55 design principles DEFINITION 55 relate to each element within an ad and to the arrangement of and relationship between elements as a whole balance formal balance informal balance proportion order unity axis TERM 56 balance (design principle) DEFINITION 56 orderliness and compatibility of presentationinformal/formal TERM 57 formal balance (design principle) DEFINITION 57 -emphasizes symmetrical presentation-creates mood of seriousness and directness and offers viewer an orderly, easy-to-follow visual presentation TERM 58 informal balance (design principle) DEFINITION 58 -emphasizes asymmetry-should not be perceived as imbalance-uses components of different sizes, shapes, colors arranged in more couple relationship and visually intrigues viewer TERM 59 proportion (design principle) DEFINITION 59 -deals with size and tonal relationships between different elements-avoids monotony TERM 60 order (design principle) DEFINITION 60 (sequence)("gaze motion")-goal is to establish relationship among elements that leads reader through as in some controlled fashion TERM 71 digital editing (post production) DEFINITION 71 -final assembly of video in finished form-done through computer editing, including all effect/transitions/audio TERM 72 audio editing (post production) DEFINITION 72 -professional audio production studio does final edit of audio- digital time code locks each millisecond of audi to digital counterpart-also adds required sound effects and music TERM 73 master, dubs, & distribution (post production) DEFINITION 73 production company makes master digital copy of spot and usually extra safe copy-master is then used to produce enough copies for every TV station TERM 74 adjective checklist DEFINITION 74 o Check adjectives that describe ____ College life -Cool, hard, stressful, fun, crazy, boring, social **nominal^^ TERM 75 multiple choice (multiple response) DEFINITION 75 o Check any alternative you like Please circle every TV show you watch Swamp people, mobwives, etc. **nominal^^ TERM 76 multiple choice (single response) DEFINITION 76 Multiple choice Single Response o Check only one alternative What brand of chocolate candy do you prefer (choose only one) Snickers, reeses pb cups, baby ruth, skor bar **nominal^^ TERM 77 linear numeric DEFINITION 77 o items judged on single dimension pick # from scale to show how important each factor is when choosing a beach as a spring break destination (not all important) 1-7 (extremely important) **ordinal^^ o with it you can A. measure importance of things B. measure how brands perform on these dimensions now you could find out how well a destination as St. Thomas performs on those criteria TERM 78 likert DEFINITION 78 o Agree to disagree o States issue or opinion then determines where you stand Please indicate your level of agreement of the following statements 1=strongly disagree 5=strongly agree (he likes 5 point better than 3 point) Trader Joes is awesome ___ Custard Cup chocolate malt shakes are fantastic ___ o Try to get away from wimpy alternatives when dealing with Likert scales (i.e. OK, pretty good, acceptable) TERM 79 verbal frequency DEFINITION 79 how often do you do the following1=always, 5, =never ___ participate in intramural sports at UI ___ watch premier League Soccer on Fox ___ wear black polo shirts ___ eat potbelly TERM 80 semantic differential DEFINITION 80 o Bipolar words connected by a scale Illinois Compas 2g Horrible 1 2 3 4 5 6 7 amazing Useless 1 2 3 4 5 6 7 helpful Kams Smelly 1 2 3 4 5 6 7 clean Independent 1 2 3 4 5 6 7 greek TERM 81 multiple rating matrix DEFINITION 81 o Rows or columns o Condenses it down Please rate these burgers using following scale Awful 1 7 awesome Murphys (taste, quality, value) White castle (taste, quality, value) Culvers (taste, quality, value) TERM 82 fixed sum DEFINITION 82 o Everything adds up o Learn proportion of resource or activity o Devoted to something o Good for measuring recent past activity Of last ten times you have studied, where have you gone? sorority, frat, dorm, library, coffeeshop, etc what percentage of time have you spent texting in the last week with the following (must add up to 100%) boyfriend/girlfriend, friend, parent, sibling, coworker TERM 83 advertising objectives DEFINITION 83 Examples of desired communication effects Awareness, comprehension, understanding, believability, trust, attitude, image Establish, maintain, reinforce, change, intensity TERM 84 brand story DEFINITION 84 -to tell a story, you need fuel for ideas -facts for developing strategy and for advertising creative people -useful info that helps you build strategy and eventually, creative TERM 85 proprietary info DEFINITION 85 Trade Name Symbol twin-tailed siren (15th century) (starbucks) Copyright Patents TERM 96 distributions DEFINITION 96 -Location -Supply -Seasonally -channels TERM 97 packaging DEFINITION 97 Sizes offered, shape, design, colors, style, protection for product, carrier for product labels TERM 98 orientation DEFINITION 98 figure out what youre doing Identify: o Situation o Opportunity o Challenge o Key fact TERM 99 preparation DEFINITION 99 -read-do what you did when you were a kiddo what your mom tells you to do-do what you do when you need experience-use it TERM 100 read (preparation) DEFINITION 100 Harry Potter Lord of the Phoenix o Do what you did when there was a new harry potter book o Read: books, journals, magazines, newspapers, encyclopedias, blogs, websites, twitter feeds o Transport for London After you watch this, tell me what you think someone read Cyclist awareness commercial TERM 101 be a kid (preparation) DEFINITION 101 Become a question mark and ask why over and over and over (then ask why not) Visa commercial Bacon example (plethora of questions with whys) Harley ad Somebody at C-L asked Harley Davidson and their riders what they believe and why TERM 102 do what mom says (preparation) DEFINITION 102 Listen: costumers, non-users, competitors customers, suppliers, managers, workers, clients, mother Swagger wagon video Listen and learn (about minivans and owners) TERM 103 experience (preparation) DEFINITION 103 Work: designers, engineers, union and non-union workers, salespeople, in a factory, with retailers, in the field, on a truck, in a warehouse Beer factory, Porsche manufacturing plant, red dirt video Work with premier league soccer and you get this Nike ad TERM 104 use it (preparation) DEFINITION 104 Your product, competitors products, other products in the category Portillos, then Nathans Go out and ride. Harley ad If you spend time on a Harley, youll soon realize what their users dont do TERM 105 analysis DEFINITION 105 organize the information you just collected Become an expert o Digest and understand o Left brain label, categorize, inventory o Coke heist - what do you think you need to be an expert on here Expert on bugs, plants, etc. TERM 106 ideation DEFINITION 106 want ideas? Make connections. the best way to get a good idea is to get a lot of ideas-go after it. work at it. search for it. do it. Creative are insanely curious but are never fully satisfied Problems can be solved in more than one way Theres always more than one answer Want lots of options Use an open-ended approach Half of thirteen, zero (Nissan) TERM 107 Incubation DEFINITION 107 take a break from studying to get a donut or take a break iceberg theory o top is conscious thinking o bottom is subconscious o you are more likely to realize it when youre not thinking about it o turkey run TERM 108 synthesis DEFINITION 108 have idea fragments now fit pieces together Look for the big idea Collect thoughts that seem thematic throw out ideas that dont fit task keep finding patterns, connections Whats the main ingredient in beer?WaterBoags draughtTiger woods bounce ball trickNike Golfconnect university and insuranceFarmers Insurance laundry adConnect teen son/footballAllstate lawn game mayhem ad TERM 109 evaluation DEFINITION 109 picking the best THREE CRITERIA o Original surprise and interest o Relevant to current task o Rich generate variations over campaign life o T-Mobile dance ad Lifes for sharing