MARKETING 3520 (Advertising and marketing communications)
The consumers who the advertising will try to reach are definedas our ____________
A first hand and detailed observation on the part of themarketing people to observe what is going on inside the store fortheir brand is called a ____
____________ that go deeper than behavior and attitude anddetermine, at a basic level, people’s choices and desires.
Research that delivers numerical data or facts on number ofusers, product usage, awareness levels, demographics, etc., iscalled ______ research.
According to the VALS classification of consumers, what are thethree primary motivations for buying products and services?___________, ______________, ___________________
Information collected from original sources based on individualstudies relevant to specific marketing issue(s) facing brands iscalled ___________ research.
A ________________ is an agency document that acts as a “roadmapor platform for creatives to help them understand who the targetis, what motivates them and what is unique about their brand todevelop the creative campaign.
The three key elements of advertising are to _______________,_________________ and __________________.
Part of the creative communication brief that addresses thepersonality or brand character of the brand and the campaign iscalled the ______
An analysis of a brand containing the elements of the company,category, competition and consumer is called the________analysis.
__________ Research provides you with an opportunity to observe,first hand, what life is like from the consumers point of view…bestway to study and record human culture.
_______________ is the grouping of consumers into marketsegments on the basis of feelings, lifestyles, hobbies, attitudes,beliefs, values, etc.
Name four of the different types of positionings ___________,____________, ___________, ______________.
In terms of strategic creative approaches, the___________________ approach is based on an informational messagethat touches the mind that is very often heavy handed and in yourface commercials.
A _______________________ is the person responsible for managingall tangible/intangible characteristics of a brand.
One look and consistent messaging for all marketing across allmedia i.e. TV, print, Internet, mobile, etc. is a keycharacteristic of __________________________
This ________________ thinking is defined by intuitive,holistic, artistic, and emotionally expressive thinking?
The AIDA Model helps us understand the consumer buying process.The process includes the steps of ____________________________
_______________ is the Art & Science of identifying groupsof consumers with similar needs and wants.
In studying Maslow’s Hierarchy of Needs, we learned that basicneeds like food and water must first be satisfied. Then come thesafety needs of safety and security. Once all the needs aresatisfied what is the final need that must be satisfied? ______
The ____________in developing creative campaigns consists of anemotional appeal and response based on attitudes. moods &feelings
The best way to uncover consumers attitudes towards theirproduct or service is to uncover the why and what motivates them iscalled ____________ research
A ______________ is a perception that consists of bothintangible and intangible elements
Which type of segmentation divides the market usingcharacteristics such as gender, ethnicity, income, and so forth____________
The energizing and driving force that not only activatesconsumer behavior but also provides purpose and direction to theirpurchase decisions is known as__________
Mass marketing is ineffective because_____________________________
We are all influenced by ___________ groups in our consumerbehavior and decision-making process like
Brands need to understand different kinds of segmentation. Oneimportant factor is to know that people change over time as theyget older. This is known as _____________
Identifying a group of people for which a brand designs amarketing mix intended to meet the needs & wants of that groupis known as _____________________
___________ is the process where any individual selects andinterprets stimuli into a personal meaningful picture
The ____________department within the agency conducts, surveysand focus to understand the consumer for the development ofadvertising.
Prestige, status, and accomplishments are all examples of whichlevel of needs in Maslow's Hierarchy of Needs? ____________
The type of segmentation that helps marketers determine theconsumers need for products and provides information i.e. factorssuch as: age, income, geographic area, education, etc. is called_______________
Who is the person most responsible for designing images thattell stories and create brand impressions in an advertisement?__________________
We have discussed in class the different ways that a branddevelops its positioning that forms the basis for an advertisingcampaign. What does the brand base its unique positioning statementthat is different from other brands? _____________________-
The “Place” a brand occupies in consumer’s mind belongs in adefinition of ________________
The _______________ team within the agency is responsible forthe development and production of the advertising andcommunications material.
_________________ is the stage in the consumer decision-makingprocess in which consumers sort out products on the basis oftangible and intangible features.
Who in an advertising agency is most accurately described as"speaking for the consumer" or "speaking with the voice of theconsumer"? _____________
Background research that uses published information about thecompany’s company, category, competition and consumer is known as_______research
What type of thinking does not make for Great Creative work?__________________
________ is the total of learned beliefs, values and customsthat regulate consumer behavior
The ___________________________________matches the rightaudience to right message. in right medium to reach audience.
An ad may be entertaining but if it isn’t relevant to theadvertising strategy & based on consumer needs IT WILL FAIL.Within creativity, this is known as __________________________
