Advertising State Test Review 2013

1 The ability to generate unique ideas, approaches and solutions

1 Creativity

2 A qualitative research where a group of people are asked about their attitudes toward a product, service, concept, advertisement, idea, or packaging.

2 Focus Group

3 A group of people identified as those most likely to become customers

3 Target Market

4 Used to stimulate consumer purchase immediately and represents all marketing activities, like: Contests, Fashion Shows, Coupons

4 Sales Promotion

5 The study of when, why, how & where people do or do not buy products.

5 Consumer Psychology

1 The process and methods used to gather information, analyze it, and report findings related to marketing goods & services.

1 Marketing Research

2 Use of a single marketing plan to reach all customers.

2 Mass Marketing

3 Breaking customers down into smaller groups by identifying them by shared needs and characteristics.

3 Marketing Segmentation

4 Easy to recognize, memorable, geared to the target audience

4 Logo & Slogan

5 An announcement that is sent by a business or organization to media outlets promoting an event.

5 News Release

1 Geographically selected audience, short message

1 Outdoor Advertising

2 When advertisers run a schedule on TV, and then convert the audio portion into radio (transferring that TV image to radio)

2 Imagery Transfer

3 The best time for radio advertisements are when people are driving to and from work. (Morning & Late afternoon, evening)

3 Drive Time (radio prime-time)

4 Local; target customers in home town.

4 Newspapers

5 Exact words usually written by the advertisers that show the speaker’s names, the sound effects, camera movement and the words to be spoken by the actor.

5 Scripts

1 The name that identifies a company or organization. Example: Keebler, GE, Proctor & Gamble

1 Trade Name

2 Regional or national; large specific audience

2 Magazines

3 Geographically selected audience; short message; aimed at travelers

3 Station Posters

4 Seen by people at an event and television viewers; often used by sponsors

4 Stadium Signage

5 Personalized message; may be considered “junk” mail

5 Direct Mail

1 Most network TV, advertising is sold on a participation basis with most advertisers buying a 30 second spot.

1 Rates & Buying Time

2 When a TV commercial is not run as specified in the contract and the station will make good by offering free advertising time to compensate for incorrect spots.

2 Makegood

3 For network and cable TV is between 8:00pm – 11:00pm when millions of viewers are watching. It is the most expensive advertising time.

3 Primetime

4 Is based on where customers are located or climate

4 Geographic Segmentation

5 Any form of communication a business or organization uses to inform, persuade or remind.

5 Promotion

1 Based on statistical characteristics, such as Gender, Age, Ethnicity, Education, Occupation, Income or Life Stage

1 Demographic Segmentation

2 Company incurs costs for educating customers, building widespread dealer distribution, and encouraging demand.

2 Introduction Phase

3 The process of acting through a situation without all the real characters being present.

3 Role Playing

4 Sales made when individuals make contact with potential buyers face-to-face.

4 Personal Sales

5 Product, Price, Place, Promotion

5 Marketing Mix

1 Listing as many relative and different ideas as possible

1 Brainstorming

2 Identifying and unique names of an internet site

2 Domain Names

3 All physical elements: such as color, lighting & shelving, to project the right image to its consumers

3 Visual Merchandising & Display

4 Cost sharing arrangement whereby both a supplier and advertiser pay for advertising and promotion

4 Co-Operative Advertising

5 Based on purchase behavior

5 Behavioristic Segmentation

1 Segmentation based on values, attitudes, personality, and lifestyle.

1 Psychographic Segmentation

2 Involves placing newsworthy information about a business, product or policy in the media. It’s mostly free.

2 Publicity

3 Characterized by rapid market expansion as more customers, stimulated by advertising and word-of-mouth, make purchases

3 Growth Stage

4 Any paid form of non-personal promotion of ideas, goods, or services.

4 Advertising

5 Products become obsolete due to new technology or changing customer tastes or companies may cease all promotion and phase products out quickly.

5 Decline Stage

1 Company develops or alters products to meet current and future market demands.

1 Development Phase

2 Marketplace becomes saturated with competing products and the number of new customers decreases, causing sales to reach a plateau

2 Maturity Stage

3 Uses keywords to trigger ads on the internet

3 Key word Advertising

4 Stages in The Product Life Cycle are:

4 Development Stage – develops products Introduction Stage – educate customers Growth Stage – advertising, word of mouth Maturity Stage – # of new customers decrease Decline Stage – products become obsolete

5 Know the Advantages & Disadvantages of TV vs Radio Advertising

5

1 Elements in Print Advertising – White Space – Illustrations – Headline – Copy – Slogan – Signature

1 Headline – the phrase or sentence that captures the readers attention, entices them Illustration – the graphic (photograph drawing) element used in an advertisement Copy – the selling message of a written advertisement, should appeal to senses White Space - the unprinted area of a piece of printing, blank space of a poster or newspaper page. Signature – identification symbol for a business, logo

2 Advantages and Disadvantages of Branding:

2 Disadvantages of Branding

3 Common Personal Trait Characteristics for Marketing Jobs:

3  Articulate clearly  Be creative  Be personable  Be Ambitious  Possess a competitive spirit  Be optimistic  Able to multi-task  Be detail oriented  Be results oriented  Possess strong interpersonal skills  Possess effective communication and analytical skills

4 The 4 Steps to Developing a Career Plan – know them in order.

4 1. Research Career Opportunities 2. Set Career Goals 3. Develop & educational/professional development plan 4. Carry out the plan

5 Label the Following ads with: 1.personal sales, 2. publicity, 3. advertising 4. internet ad. Insurance sales News release TV Commercial

5 1. Personal Sales 2.Publicity 3. Advertising 4. Internet Ad