A Bright laundry detergent ad showed a baseball team-manager removing stains from two dozen uniforms by throwing them in a washer and adding Bright detergent. \text{July} & \text{126.000}\\ Stronger when the headline and the visual work together. It's estimated that in 2022, 30-second ad slots were selling pretty quickly for around $6.5 million - the most expensive in NFL history. _____ is the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems. This is an example of a, An ad for a new hatchback shows four college students hunting for a parking place in a large, crowded parking lot. Research companies on the Internet that provide product demonstration services to businesses. \begin{matrix} In order to obtain a better idea about the clothes worn by pregnant women, the creative team visits obstetrician's offices and maternity shops at the mall to gain some information. d. An increase in corporate profits. According to Advertising Age, experts in creative advertising don't write books or espouse theories. If a campaign costs $10,000 and reaches 1,000,000 people, the cost per thousand impressions (CPI) is $10. Which of the following advertising execution styles has been illustrated in this scenario? Which of the following statements describes a potential problem associated with indirect headlines in print ads? \text{October} & \text{360.000}\\ \text{January 2017} & \text{180.000}\\ $$ Provide the elements to produce a broadcast production or print advertisement, including studio facilities, producers, directors, actors, models, technicians, etc. The advertising agency used the research data to develop the creative strategy. A campaign is a planned, coordinated series of marketing communication efforts built around a single theme or idea and designed to reach a particular goal. In which of the following forms should the commercial be tested? Timber Co. sells all-weather gear. Marlboro used a cowboy to advertise its cigarettes for a number of years. B. Ethnographic research is difficult to administer, whereas focus group studies are easy to administer. He spends an hour every morning reading publications like Advertising Age, The Wall Street Journal, and Brand Week to gain a better understanding of what is happening in the world of marketing and advertising. With the growth of integrated marketing communications, advertisers are being challenged to think beyond traditional mass media and develop creative advertising that: Marketing Essentials: The Deca Connection, Carl A. Woloszyk, Grady Kimbrell, Lois Schneider Farese, Donald E. Kieso, Jerry J. Weygandt, Terry D. Warfield, Suppose $r_{R F}=4 \%, r_{M}=10 \%$, and $\mathrm{b}_{\mathrm{i}}=1.4$. A customer pays you with 3 twenty-dollar bills and 4 ones. Estimates regarding payments obtained from the credit department are as follows: collected within the month of sale, 10%; collected the month following the sale, 75%; collected the second month following the sale, 15%. In this scenario, Leslie is gathering ________. At the _____ stage of the creative process, the creative team attempts to find the best creative approach or execution style before moving ahead with the campaign themes and going into actual production of the ad. Creative services come up with the concepts that express the value of a company's brand in interesting and memorable ways. These photographs of Hollywood stars in character as iconic Disney princesses, villains (etc) featured as print advertising, again appealing to parents and older fans. An ad for Sylio, a prescription medicine for people with scoliosis, uses a visual representation of the drug's action and effect on the human body. Miscellaneous expenses are$2,700 a month. That's why it's worth knowing these eight types of marketing campaigns used successfully by big and small brands alike: Product marketing campaign Sales promotion campaign Brand awareness campaign SEO campaign Email marketing campaign Social media campaign PR campaign 360 marketing campaign 1. What does that mean? According to the universal advertising standards developed by the D'Arcy Masius Benton & Bowles agency, a creative advertising message is built around: D. It must revolve around the clinching benefit. D. The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy. She decides to work on the new project and put the genealogical project completely out of her conscious mind, so that ideas can materialize in the meanwhile. The models provide an organized approach to an advertising problem. They offer a value because they are durable, shaped by many and permeate different contexts. \text{December} & \text{90.000}\\ Now suppose that $\mathrm{r}_\mathrm{RF}$ (1) increases to 5% or (2) decreases to 3%. It offers viewers a form of mental escape and/or an opportunity to envision themselves in a certain situation. Before developing any creative ideas, Leon reads some golfing magazines and spends time talking to friends and co-workers who play golf. ________ is an occupational term in the advertising and music industries that refers to prefabricated, multipurpose music that is often used as the background audio portion of a commercial. And much more. Advertising allows customers to see what's available, what features they have, and what the average price of a product or service might be. The people who develop ads and commercials are known as _____. Diversify your content This information is part of: Jonathan is a creative director at Williams & Greene Inc., an advertising agency. Account service managers work with the creative and media services to ensure the best promotional message is delivered via the most effective media strategy. 1. $$ Meanwhile, she is also assigned another project. What return should investors expect to earn on these bonds? At the time of writing, the original video has over 2.3 million views. Which of the following is a limitation of focus group studies? Which of the following creativity combinations is the least effective, as it relates to sales uplift relative to average effectiveness? Rather than creating websites or banner ads, they help firms conduct all forms of promotion (sweepstakes, coupons, sampling, etc.) Straight-sell message executions are commonly used with ________ advertising appeals. Display ads can be both unmoving images or animated. When you were hired, you were told that you would earn $12 an hour. Instagram ten story posts and two grid posts. But who exactly are the individuals in your target audience, and what do they need and want? Creative advertising can break through the clutter and make an impression on buyers. $$ These activities are part of the ________ step of the creative process outlined by Graham Wallas. Her readers are most likely to believe that she. The development of a strong, memorable "royal" identity by Bensons is an example of: Who among the following popularized the idea of brand image in his book Confessions of an Advertising Man? With respect to the five factors identified by Robert Smith and his colleagues that account for the ways divergence can be achieved in advertising, the factor which deals with ads that contain attractive shapes and colors is referred to as: Which of the following is a major determinant of creativity which reflects the degree to which various elements of an ad are meaningful, useful, or valuable to the consumer? - Applying models of persuasion and public opinion in the design of the campaign, - Establishing clear and realistic campaign goals that direct and unify your efforts, - Candidates don't dictate the news discourse, - Focus on criticisms of the opponent, fault character, accomplishments, or issue positions - AKA "attack advertising" - example, "LAZY", - Positive Ads - focus on good characteristics, accomplishments, or issue positions of sponsor, - Voters learn issue information from ads, - Initial findings argue that negative ads produced cynicism, reduces motivation to vote, lowers turnout 5%, - Negative ads increase support for the attacked and decrease support for sponsor, Fundamentals of Financial Management, Concise Edition, Donald E. Kieso, Jerry J. Weygandt, Terry D. Warfield. Design and then operate contests, sweepstakes, special displays, or coupon campaigns for advertisers. Identify target audience, set advertising objectives, determine the advertising budget, convey the message, evaluate and select media, create advertisements, assess impact. Which of the following is a major determinant of creativity that reflects the degree to which various elements of an ad are meaningful, useful, or valuable to the consumer? along with a sign that says, "Like and share our Facebook page now on your phone for one free item.". ________ advertising attempts to make the experience of using a product or service richer, warmer, or more exciting. 2. The five steps in the creative process as designed by James Webb Young include: A. preparation, incubation, illumination, and verification. Which of the following is one of the five major factors identified by Robert Smith that refers to ads that contain unexpected details or finish and extend basic ideas so they become more intricate, complicated, or sophisticated? Improve the brand's image. Why are models of the creative process valuable to those working in the creative area of advertising? Consultants can provide expert advise on marketing planning, creativity, communications, event planning, public relations, media mix and placement, database identification and management, website development and management, and customer relationship management (CRM). \text{June} & \text{90.000}\\ Establish media plan- What media you choose (TV, magazine) and the dates and times they will appear. For the advertiser, a good advertising campaign can: Build brand awareness. $$ D. These studies cost more to conduct than focus group studies. ________ is an advertising execution technique often used for emotional appeals. b. He was asked his opinion on packaging and on the characteristic taste of the pickles, and what he disliked about all these aspects. A liberalization of depreciation for federal income tax purposesthat is, faster tax write-offs. Working with an ad agency, fans who asked questions to the football player got some truly comedic responses like the ones below. To make the test more realistic, it wants to test both the visual layout of the commercial as well as the audio of the message. A name, term, sign, symbol or any other feature that identifies one seller's good or service as distinct from those of other sellers. According to Young's version of the stages in the creative process, which of the following is considered the final step? Which of the following is a similarity between focus group studies and ethnographic research? A firm wants to show its products in three dimensions to illustrate specific product features. These visits are most likely a part of the ________ step of the creative process as outlined by Graham Wallas. test your knowledge advertising campaign themes: a) are always tactical in nature and design b) set the tone or direction for all of the individual ads that make up the campaign c) are typically designed by the client and implemented by the agency d) are usually used for ads that run in only one type of media vehicle e) are described by all of The New Converse Advertisement Conveys the Fun Life of Sneaker Wearers. Jim's Taco launched an advertising campaign for its new Guacamole taco by running anonymous full-page ads featuring basketball stars issuing mysterious challenges to one another. The lay way --nudity, sex, violence, offensive language. Which of the following statements about the relevance of ads is true? The rationalists of creative advertising argue that: D. advertising should be designed to create an emotional bond between consumers and the brand or company. One of them opens the hatchback and the commercial ends with them exiting the car through the hatchback. Are the advertising departments in a firm that take responsibility for the planning and preparation of advertising materials. Lease payments under long-term leases are$9,000 a month. Advertising campaigns are the groups of advertising messages which are similar in nature. The niche a brand will pursue relative to all the competitive brands on the market. C. The ability to generate a large number of ideas around a creative idea. Daniel and Ronald conducted _____ research. Help advertisers prepare communications for new media such as the Internet, podcasting, interactive kiosks, CDs, and interactive television. General and administrative salaries are approximately $27,000 a month. Austins tax rate, interest expense, and dividend payout ratio are all expected to remain constant. B. provide creative personnel with a better understanding of general consumer trends. Some of the most important controls on advertising involve voluntary self-regulation by marketing professionals. Step 6 Develop advertising message Step 7 This is an example of a(n) ________ headline. The slope of the SML does not remain constant. Done through advertising. \text{Boom} & \text{0.05} & \text{30 million}\\ He was asked questions about what he liked and disliked about dill pickles, when and where he usually ate the pickles, and to list and rate all the brands of dill pickles that he could recall. This is the area where advertisers rely most heavily on external facilitators. Subsequently, the scene switches to the birthday party and shows the grandfather feeling energetic and vibrant after taking the medication. He also states that in his experience, the clubs have a "perfect swing." The process of creating a perceived difference, in the mind of the consumer, between an organization's brand and the competition's. Helen Bowers, owner of Helens Fashion Designs, is planning to request a line of credit from her bank. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market, as well as a report on the changing roles of women in society. This type of advertising is known as ________ advertising. An insurance company runs a marketing campaign to capture new drivers as they seek out car insurance services. When BMW communicates that its car is "the ultimate driving machine," which transcends and helps differentiate its entire product line, it is using the concept of ________ as a basis for advertising strategy. Techniques such as message communication studies and portfolio tests are studies conducted during the _____ stage of the creative process. According to demand curves, the higher the price the: the element in the marketing mix that communicates the key marketing messages to target audiences, Allie tends to use the I-voice when she writes persuasive messages. An advertising execution technique used by business-to-business marketers depicting the negative consequences of making incorrect purchase decisions is referred to as. Continue reading to learn six ideas each for Facebook, Twitter, Instagram, Snapchat, and YouTube, plus three bonus tips you can apply to multiple platforms. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. Other research firms routinely collect data (from grocery store scanners, for example) and have these data available for a fee. Which of the following stages of the creative process includes a highly formal and extensive pretesting of the ad before a final decision on the ad is made? The agency is asked to focus on the adventure-seeking nature of the youth. One of the best aspects of this ad is the use of ad . E. ad-to-consumer relevance and brand-to-consumer relevance. A progress payment of$180,000 on a new design studio must be paid in October. \begin{matrix} Emma is in the ________ step of the creative process outlined by Graham Wallas. Work plan is another name given to the ________, Bubble Inc., a chewing gum manufacturer, specifically targets children in its advertisements. You can use multiple strategies in your omnichannel marketing efforts, including: Search engine optimization (SEO) Social media marketing Content marketing Pay-per-click (PPC) advertising Social media advertising 'Get a Mac' by Apple In the year 2006, Apple launched its first 'Get a Mac' commercial in which two actors representing 'Mac' and 'PC' respectively have a conversation in which PC ends up embarrassing himself. 4 P's + People Product, Place, Price, Promotion, People Promotion 24 Marketing Campaign Ideas To Spark Your Inspiration 1. Are organizations that specialize in buying media time and space and that offer media strategy consulting to advertising agencies and advertisers. Work plan is another name given to the _____. The stores are shown to be lit by crystal chandeliers and feature several salespeople wearing tail-coats. The advertising agency used the research data to develop the creative strategy. According to the creative process outlined by Graham Wallas, which of the following stages deals with getting away from the problem and letting ideas develop? Douglas took a survey on dill pickles. You started a new job recently, and today you received your first paycheck. The ad is an example of a(n). c. Now suppose receipts from sales come in uniformly during the month (that is, cash receipts come in at the rate of 1/30 each day), but all outflows must be paid on the 5th. Which of the following statements about the relevance of ads is true? Jack Trout and Al Ries originally described _____ as the image consumers had of the brand in relation to competing brands in the product or service category. Suppose interest rates on Treasury bonds rose from 5% to 9% as a result of higher interest rates in Europe. 1. An advertising execution technique that relies on a straightforward presentation of information about a product or service is called a(n). In an ad for Pluto's superior sun protection moisturizer, a dermatologist's report states, "A year of incidental sun equals baking for a week at the beach!" An ad for a brand of tea states that according to laboratory research, "A serving of tea has more antioxidants than a serving of carrots or broccoli." This information is part of. 2) originality. Selection of Media Strategy Which of the following is true of the concept of unique selling proposition (USP)? According to Young's and Graham Wallas' versions of the stages in the creative process, which of the following is considered the first step? If there were several people surveyed besides Douglas, we can assume he was participating in a(n) _____ study. You can even train your front desk staff to make this part of your gym's onboarding process for new members. She has estimated the following sales forecasts for the firm for parts of 2016 and 2017. Marketing research firms perform original research for marketers, using focus groups, surveys, or experiments to assist in understanding the potential market for consumer perceptions of a product or services. Which of the following statements is true of teaser advertisements? What is its default risk premium? You asked your boss about it, and she simply said the difference was taken out for deductions. Peter Minnium of the Internet Advertising Bureau notes that digital advertising is trifurcating into three types of advertising-________ ads-and their use varies based on the goals and/or objectives the marketer is trying to achieve all along the purchase funnel. Product marketing campaign True or False: When the customer is ready to buy, the salesperson should stop talking about the product. The niche a brand will occupy with regard to other similar brands within the firm. An ad for a medication that helps people undergoing chemotherapy feel more energetic shows a grandfather sorrowfully wishing he could participate in his grandson's birthday party. The verification and revision stage of the creative process evaluates ideas generated during the ________ stage and gives them final expression. 54. A series of coordinated promotional efforts that communicate a single theme or idea about the brand. Sometimes referred to as the brand image - is a symbolic construct created within the minds of people and consists of all the information and expectations associated with a product or service. This is an example of ________ advertising. a. CL Inc., a manufacturer of maternity clothes for businesswomen, wishes to launch a new advertising campaign. For its advertising campaign, the company develops an imaginary place called Timber City, which is a Utopian setting of extraordinary landscapes and crystal-clear lakes. Hence, a series of ads are created under an ad campaign having same theme so that customers receive the same message in several ways and record the same . Guerrilla marketers are able to make a lasting impression without spending a lot of their marketing budget. Which of the following execution techniques has been used in this ad? In 2020, Starbucks launched an ad to support its transgender customers. As a result, the companys earnings and dividends are declining at the constant rate of 6% per year. For weeks, Amy had been trying to come up with a creative approach to advertise light bulbs. Emma has been hired to promote a membership-only genealogical website, which provides demographic information on over one billion people. It involves determining what the advertising message will say or communicate. Advertisements that create feelings, meanings, images, or beliefs about a product or service that can be activated when consumers use it are known as ________ ads. Instead, you should wait and see. Accelerate growth and market share. Think of what celebrants might be having trouble with during Thanksgiving. This second statement was printed in a typeface larger than the body copy but smaller than the headline. It is often used when competing brands are difficult to differentiate on a functional or performance basis. Which two resources should be used when creating ads on Facebook? The ________ step of Young's creative process model deals with taking the information, working it over, and wrestling with it in the mind. Here's how to market your company during Christmas. Write a proposal to your manager that includes which services and technologies you will need. Account planners work with the client as well as other agency personnel. Leon is the creative director for an agency that has just been hired by a manufacturer of golfing equipment to create a new advertising campaign for the company's titanium clubs. What services and technologies would help a company sell its product in the following situations? The senior management team of an advertising firm is responsible for managing business aspects of the firm, including: finance, strategic direction, human resources and. $$ Communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization. Consists of the sum of all points of contact with the brand and is known as the brand experience. Ad Campaign: Print, Television, Internet Source: brandchannel Which of the following statements about creative strategy and its execution is true? According to the creative process outlined by Graham Wallas, which of the following stages deals with gathering background information needed to solve the problem through research and study? (measures creativity) account planning is used to facilitate the creative process. The marketing team uses a combination of social media videos, Instagram photos, and an email campaign. They differ from interactive agencies (a type of advertising agency). This statement represents the brand's. These visits are most likely a part of the _____ step of the creative process as outlined by Graham Wallas. A print ad for Apple Cider Vinegar Diet used the headline, "Maybe Eve was on to something." What is the key to a successful partnership between a public relations department and an advertisement agency when working together on a campaign? Colonel Sanders from KFC's ads is an example of advertising that uses a ________ in its execution technique. Advertising creative personnel tend to be: D. is a definitive process that can be learned and controlled. Discounting occurs once a year. identifying product benefits, developing and evaluating advertising appeals, executing the message, and evaluating the effectiveness of the campaign, Donald E. Kieso, Jerry J. Weygandt, Terry D. Warfield, Marketing Essentials: The Deca Connection, Carl A. Woloszyk, Grady Kimbrell, Lois Schneider Farese. Here are the estimated costs of labor plus raw materials: Essential to the IMC process because they own and manage access to consumers. The _____ step of Young's creative process model deals with putting the problems out of one's conscious mind and turning the information over to the subconscious to do the work. When they finally find a spot and park the car, they discover that they can't open the doors to get out. An ad for Novell solutions targeting businesspeople used the headline, "ERP: Sound made by CIO when people see data they shouldn't." The series stars some pretty impressive celebrities - Christian Slater and Jonathan Banks - and is directed by award-winning director Lance Acord. Promotion that asks the receiver of the message to act immediately. Slogan General preplanning input includes: Clipping Services Mars Inc., a tobacco company, popularized the idea of smoking cigarettes by using the image of a biker in its ads. In its latest advertisement, the company indicates that Bubble is the only chewing gum that lets you blow "massive" bubbles that won't stick to your face. Also, because its pit is getting deeper each year, its costs are rising. Douglas took a survey on dill pickles. Hands-Free Burger Campaigns. Now the marketing team wants to measure the results and make any adjustments necessary to improve the marketing campaign's impact. Many countries restrict the use of broadcast media to broadcast political messaging. Provide software that gathers and analyzes data on the behavior of Web surfers, streams audio and video files, and manages relationships with trade partners. [1] In politics, campaign advertising is the use of an advertising campaign through the media to influence a political debate, and ultimately, voters. 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