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campaigns final (lancendorfer)
Dr Lancendorfer's final exam flashcards
64
Marketing
Undergraduate 4
02/09/2012

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Term
Basic Purpose of media planning is to deliver what?
Definition
a message efficiently and effectively
Term
Basic decisions that media planning needs to make are:
Definition
objectives, rationales, strategy, tactics
Term
making decisions on quantitative cost efficiency and qualitative editorial or program content factors are basic purposes of what?
Definition
Media Planning
Term
The media plan outline includes what 7 sections?
Definition
Intro (sometimes)
objectives
rationale
strategy
tactics and costs
media budget
media flowchart
Term
examples of tactics and costs (media plan outline)
Definition
specific media vehicles networks, stations, shows, specific magazines and newspapers, search etc.
Term
examples of tactics and costs (media plan outline)
Definition
specific media vehicles networks, stations, shows, specific magazines and newspapers, search etc.
Term
examples of tactics and costs (media plan outline)
Definition
specific media vehicles networks, stations, shows, specific magazines and newspapers, search etc.
Term
examples of tactics and costs (media plan outline)
Definition
specific media vehicles networks, stations, shows, specific magazines and newspapers, search etc.
Term
Elements of the media objectives include
Definition
who (target aud objectives), where (geographic objectives), when (timing/scheduling and reach/frequency)
Term
The media strategy must match what?
Definition
the potential customers of a product with their specific media choices
Term
What are the major attributes of newspapers?
Definition
mass audience, short lead time, very current, segmented sections , short life span, poor reproduction quality
Term
When should you use newspaper?
Definition
local retailer, targeting a specific geographic market, temporary offering(i.e. sale), need information distributed quickly
Term
Newspaper supplements are called
Definition
newspaper-distributed magazines such as USA weekend, parade and sunday magazine network
Term
what are the different types of newspaper formats and ads
Definition
daily, weekly, or national newspapers
special audience newspapers
newspaper supplements
display advertising
free standing inserts
multipage inserts
Term
Good newspaper ads do what?
Definition
exploit the page, use one dominant visual, stand out from the grey clutter of the page, have contrast, avoid clutter and chaos, entice(short body copy)
Term
you should consider newspaper advertising if...
Definition
you need to localize a national product, create traffic within a store, announce a new product launch
Term
Major attributes of magazines
Definition
segmented audience, long life span, pass along readership, excellent reproduction, long lead times, not immediate
Term
when to use magazines?
Definition
informational campaign, create awareness, rely on a "look " to create an image, want long lasting image, want image of editorial content to transfer to product
Term
what are the types of Magazine formats and ads
Definition
consumer, farms, and business
cover pages
regular ads
black and white or color
special
Term
what are options for cover pages
Definition
2nd 3rd and 4th cover (1st cover not often sold)
Term
how are regular ads sold (magazine)
Definition
by page or fraction of the page
Term
good magazine ads should
Definition
be visually stimulating
be an informative experience for readers
have headlines and subheads designed around brand’s personality
have descriptive body copy
avoid clutter
Term
when do you consider magazine advertising
Definition
You have a consumer based product where brand image, lifestyle or brand attitude is stressed
You want to show benefits of ownership
You want to generate interest in new or reinvented product
Term
who should the plans book reflect?
Definition
the client
Term
WHAT should the plans book reflect?
Definition
the client's problem
Term
The plans book should address HOW you are going to...
Definition
Term
Your plansbook should reflect why your plansbook is...
Definition
Term
what are five rules of approaching a plansbook?
Definition
-reflecct who the client is
-what the client's problem is
-how the client's problem will be solved
-why are your ideas the best
-no two plansbooks should be the same
Term
what is the correct way to write a plans book?
Definition
there is no right way.
Term
Plans books need to _____, ____ & _____
Definition
be strategic, well supported, & flow logically
Term
should plansbooks stress solutions, or ideas?
Definition
solutions
Term
what 3 sections should wait until the end?
Definition
Title/cover page, table of contents, executive summary
Term
what does the cover page include
Definition
agency name, team members, client id & campaign theme
Term
what is the story set up?
Definition
situation analysis
Term
what research must break new ground?
Definition
primary
Term
name the four E's that presentations do
Definition
Excite, enthuse, energize and empower
Term
in visual aids, where should the words be placed?
Definition
top
Term
In order, how is the plans book laid out?
Definition
cover page, table of contents, executive summary, situation analysis, primary research, swot, target market profiles, marketing and communication objectives, creative brief and all creative, integrated marketing communications, media plan, budget, evaluation and recommendations, references, team info and acknowledgments, back cover page
Term
name some nervous nellies
Definition
rocking, hand wringing , hands in pockets
Term
what two types of research are done for evaluating the campaign?
Definition
developmental-to develop strategic foundation of campaign

&

evaluative-to measure effectiveness of campaign
Term
why should we measure success of campaign? (3 reasons)
Definition
avoiding mistakes, evaluate alternative strategies, increase efficiency.
Term
what are some reasons that a company would not measure their campaign?
Definition
cost, research problems, disagreement over what to test, creativity, inhibitions, time
Term
what type of evaluation is done at the beginning of the creative process?
Definition
concept testing
Term
what type of evaluation is done in the middle or end of the creative process?
Definition
copy testing
Term
what type of evaluation is done while ads are appearing in the media?
Definition
concurrent testing
Term
what type of evaluation is used AFTER the ads have appeared in media?
Definition
post testing
Term
concept testing
Definition
testing product names, slogans, campaign themes, ad claims or promises, and basic product positioning.
Term
focus groups, mall intercepts & one on one interviews are examples of _____ testing strategies.
Definition
concept
Term
name some techniques of concept testing
Definition
projective tests, laddering, attitude scales & surveys
Term
what are the 6 marketing communication tools?
Definition
advertising, public relations, sales promotion, direct marketing, personal selling, interactive/internet
Term
broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders
Definition
Public Relations
Term
MPR
Definition
marketing public relations (used to promote a brand)
Term
___ is able to grease the way for the rest of the promotional mix both internally and externally
Definition
mpr
Term
press releases, media kits, press conferences, appearances on TV, public service announcements ..... these are examples of
Definition
media oriented PR tool
Term
participate in community or charity events or stage an event.... these are examples of
Definition
event oriented pr tools
Term
diagnostic copy testing does what?
Definition
finds strengths/weaknesses of ads
Term
evaluative copy testing does what?
Definition
tests awareness, likability, persuasion
Term
crowdsourcing:
Definition
digitally delegating a task to a crowd of ppl that passionately participates in developing a solution.
Term
guerrilla marketing:
Definition
promo strategies that use unconventional locations and intensive word-of-mouth campaigns to push products.
Term
objectives of consumer oriented promotions
Definition
to increase consumption of an established brand, defend current customers, target specific segment, enhance imc efforts to build brand equity, obtain trial and purchase
Term
sweepstakes
Definition
winners are determined by chance, no proof of purchase required, winners are random.
Term
contest
Definition
compete for prizes on basis of skill or ability, judged ... not random.
Term
direct marketing vehicles (8 of them)
Definition
infomercials, print/catalogs, teleshopping, home shopping, telemarketing, broadcast, tv spots, direct mail
Term
captcha stands for...
Definition
completely automated public turning test to tell computers and humans apart.
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