Term
What are the five types of appeals? |
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Definition
1. Feature appeal
2. Competitive advantage appeal
3. Price appeal
4. News appeal
5. Product/service popularity appeal |
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Term
What are transformational ads? |
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Definition
Ads that create feelings, images, meanings, and beliefs about the product or service that may be activated when consumers use it and thus "transforms" their interpretation of the usage experience. |
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Term
What research technique did McCann Erickson Worldwide advertising agency develope that is used to assess how consumers feel about brands and the nature of any emotional rapport they may have? |
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Definition
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Term
what are the three levels of relationships consumer have with brands based on emotional bonding? |
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Definition
1. Product benefits
2. Personality
3. Emotions |
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Term
What is Off-network syndication? |
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Definition
Reruns of network shows that are bought by individual stations. Popular shows are Seinfeld, Everybody Loves Raymond and Friends. |
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Term
What is first-run syndication? |
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Definition
Shows specifically produced for the syndication market. Popular shows are Live with Regis & Kelly and The Jerry Springer Show. |
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Term
What is advertiser-supported or barter syndication? |
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Definition
Selling shows to stations in return for a portion of the commercial time in the show, rather than cash. Popular shows are Wheel of Fortune, Jeopardy, and The Oprah Winfrey Show. |
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Term
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Definition
Advertiser assumes responsibility for the production and usually the content of the program and the advertising that appears within it. |
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Term
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Definition
Many different advertisers buy commercial time on a particular program |
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Term
what are spot announcements? |
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Definition
Bought from local stations and ads generally appear during time periods adjacent to network programs rather than within them |
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Term
What are some vehicles through which programs which are made available to television viewers? |
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Definition
1. Cable and alternative delivery systems such as direct broadcast satellite
2. Superstations
3. DVRs (Personal video recorders) and VOD (video on demand) |
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Term
What are some characteristics of cable TV? |
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Definition
1. national
2. regional
3. local and targets specific geographic areas |
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Term
What are some advantages of cable TV? |
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Definition
1. highly selective,
2. reaches specialized markets
3. low cost and flexible |
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Term
what are some limitations of cable TV? |
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Definition
1. overshadowed by major networks
2. audience is fragmented
3. lacks penetration in major markets. |
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Term
What are some similarities between television and radio? |
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Definition
1. Are time oriented media
2. Are sold in time segments
3. Have network affiliates
4. Have some independents
5. Use the public airways
6. Are regulated by FCC (Federal Communications Commission)
7. Are externally paced media
8. Are passive, low involvement media |
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Term
What is a feature appeal? |
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Definition
focuses on the dominant traits of the product or service. |
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Term
What is a competitive advantage appeal? |
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Definition
used when the advertiser makes either a direct or indirect comparison to another brand and usually claims supiriority on one or more attributes. |
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Term
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Definition
makes the price offer the dominent point of the message |
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Term
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Definition
an ad involving some type of news or announcement about the product, service or company that dominates the ad. |
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Term
What is a popularity appeal? |
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Definition
stresses the popularity of a product or service by pointing out the number of consumers who use this brand, the number of who has switched to it, the number of experts who recommend it or its leadership in the market. |
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Term
According to research by The McCann Erickson Worldwide advertising agency, what is a product benefit? |
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Definition
how consumers think about brands with respect to product benefits. This occurs through a rational learning process. |
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Term
According to research by The McCann Erickson Worldwide advertising agency, what is personality? |
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Definition
the consumer assigns a personality to the brand (aggressive, adventurous, timid, etc.). This personality is determined on the basis of cues found in advertising. |
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Term
According to research by The McCann Erickson Worldwide advertising agency, what is emotion? |
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Definition
the strongest relationship between brand and consumer and is based on feelings and emotional attachment to the brand. |
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Term
What is creative execution? |
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Definition
the way an advertising appeal is presented to the consumer. |
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Term
What are a variety of ways creative specialists can present an advertising message? |
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Definition
Straight-sell
Scientific
Demonstration
Comparison
Testimonial
Slice of life
Animation
Personality symbol
Imagery
Dramatization
Humor Combinations |
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Term
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Definition
shows sold or distributed to local stations |
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Term
90% of network advertising is sold what way? |
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Definition
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Term
You can control over the number, placement, and content of a shows commercials if your are a what? |
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Definition
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Term
Advertisers have no financial responsibilities for the program if t you what? |
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Definition
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Term
You can participate on a regular or irregular basis of a program if you what? |
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Definition
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Term
The advertising firm can capitalize on the prestige of a high-quality program if they are a what? |
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Definition
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Term
Advertising participants lack control over the content if they chose to do what? |
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Definition
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Term
What is a Neilson rating? |
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Definition
A method used to judge how many people are watching the TV, what stations and for how long. |
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Term
What are some advantages of radio advertising? |
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Definition
1. Cost and efficiency
2. Selectivity
3. Flexibility
4. Mental imagery
5. Integrated marketing opportunities |
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Term
| What is an emotional appeal? |
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Definition
| an appeal based on the psychological states or feelings directed to the self (ex. pleasure, excitement) as well as those with more social orientation (ex. status, recognition) |
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Term
| What is an advertising appeal? |
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Definition
| refers to the approach used to attract the attention of consumers and to influence their feelings toward the product |
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Term
| What is an Information/rational appeal? |
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Definition
| focuses on the consumer's practical, functional, or utilitarian need for a product and emphasizes features of a product and/or the benefits or reasons for owning a particular brand |
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Term
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Definition
| relies on a straightforward presentation of information concerning the product or service. |
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Term
| What is scientific/techical evidence? |
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Definition
| advertisers often cite techincal information, results of scientific or lab studies, or endorsements by scientific bodies to support their claim |
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Term
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Definition
| when an ad illustrates or demonstrates the advantages of a product |
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Term
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Definition
| When an advertiser compares their product to that of another popular brand |
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Term
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Definition
| an ad where a person praises the product from their personal experience |
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Term
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Definition
| an ad that portrays a problem or conflict that consumers might face in their daily lives |
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Term
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Definition
| a form of advertising that is especially popular for products targeted at children |
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Term
| What is a personality symbol? |
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Definition
| when an advertiser developes a character or personality that delivers information on a product and is very memorable |
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Term
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Definition
| an ad that contains very little information on a product and more images so that the consumer will associate their product with the image |
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Term
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Definition
| a type of ad that tells a short story with the product or service as the star |
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Term
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Definition
| a mixture of these different forms of commercial strategies |
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Term
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Definition
| the way TV time periods are divided into specific segments of a broadcast day |
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Term
| What is the machine called that the Neilson TV rating system uses to gain their information? |
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Definition
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Term
| What are the limitations of radio advertising? |
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Definition
1. creative limitations
2. fragmentation
3. chaotic buying proceedures
4. limited research data
5. limited listener attention
6. clutter |
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Term
| What is TV and radio clutter? |
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Definition
| the amount of commercials that are sold or played during a show that takes attention away from other messages being played |
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