Advertising and Communication Objectives

These flashcards cover key terms and concepts related to advertising and communication objectives.

Why do Ad/PR agencies focus on communication goals?

Because it is the one 'p' (promotion) over which they have the most control and can be directly measured by communication metrics.

Which is NOT a key factor when establishing communication campaign objectives?

Competitor's goals.

What are attitudinal message drivers?

Taste, fun, and brand affinity.

True or False: Messages conveying detail are best suited for print media, email or a brand's website.

True.

Which is NOT a behavioral goal for a communication campaign?

Increase awareness.

The M in SMART goals stands for?

Measurable.

What does SMART stand for?

Specific, Measurable, Achievable, Relevant, Time-bound.

Which is NOT a key target audience definition category?

Consumption rate.

An outdoor enthusiast who enjoys hiking as a target audience definition is an example of what?

Psychographic audience definition.

A person who shops at Whole Foods twice weekly is an example of what?

Behavioral target audience definition.

Which of the following is NOT a geographic audience definition?

Household income.

What does the term 'segment' refer to when defining a target audience?

It describes the characteristics of a target audience as a whole.

What is a 'persona' in marketing?

An example of your best customer.

Which product should consider the purchaser-user-influencer triangle?

McDonald's Happy Meal.

Reputable sources for data to define target audiences include?

MRI/Simmons, Simply Analytics, PRIZM.

What are the stages of the consumer decision journey?

Trigger, active evaluation, loyalty loop.

What does AIDA stand for?

Attention, Interest, Desire, Action.

True or False: The consumer decision journey (CDJ) is linear.

False.

What type of loyalists purchase their favorite brands regardless of price?

Active loyalists.

What is an example of a barrier in communication?

A focus group reveals that people think Truly costs more than competitive brands.

What defines an integrated campaign strategy?

Creates a unique and valuable position in the marketplace and is cross-platform.

Which media channels are categorized by social, mobile, traditional, or online?

Media channel categorization.

What is the advantage of traditional media compared to online media channels?

Broadcast radio offers a local community connection.

What is the oldest medium and is considered the most respected?

Newspaper.

What advantage do magazines provide in advertising?

Leisurely engagement and a long shelf life.

What is a key differentiation between online media and traditional media?

Traditional focuses on one-to-many communication, while online allows one-to-few targeting.

What is a key advantage of search engine marketing (SEM)?

Reaches consumers when they are actively seeking information.

Why is email marketing inexpensive?

It is an owned medium.

How is advertising via mobile media targetable?

By context, demographics, psychographics, behavior, and location.

What factors should be evaluated for a media channel in a campaign?

Cost efficiency, delivery, geography.

True or False: A message can deliver too much reach but never too much frequency.

False.

Factors relevant when evaluating communication channels include?

The need to convey detail, stir emotions, and communicate prestige.

What is one of the best ways to improve a campaign's cost-efficiency?

Using channels that encourage viral sharing.

What media evaluation factor was crucial in Hilton's campaign?

Timing.

What are the categories of response metrics for evaluating communication campaign success?

Delivery, behavior, cognitive or attitudinal change.

Clicks and traffic are NOT examples of what type of measure?

Cognitive/attitudinal measure.

Campaign response metrics should relate directly to what?

The campaign's SMART objectives.

What does interpersonal communication focus on?

The exchange between a two-person unit or dyad.

What is compliance-gaining in communication?

Influencing an individual to perform a desired behavior they wouldn't otherwise do.

What contextual influences impact compliance-gaining?

Intimacy, rights, dependency.

What impact do cultural differences have on compliance-gaining strategies?

They affect strategy effectiveness.

What must influencers activate about a brand?

Positive thoughts and feelings.

What is the click-whirr example in social media?

People liking or sharing messages due to others doing the same.

What is advertising?

Paid promotion designed to influence consumer attitudes and behavior.

What is marketing?

The broader activities that communicate products/services of value to consumers.

What does public relations manage?

Information dissemination from an organization to affect public perception.

What are major influences on advertising/PR persuasion effects?

Association, frequency of exposure, symbols.

Why do most scholars believe subliminal advertising does not work?

Messages require absolute attention to influence attitudes.

Why does frequency work as an advertising technique?

Messages become more familiar and credible through repeated exposure.

What enhances advertising outcomes through association?

Linking a neutral stimulus with something a person already likes.

What are some questions that define success in an Ad/PR career according to Gary Grates?

What are you most curious about? What gives you satisfaction?

What should your career path be if you hope to be successful according to Gary Grates?

Circuitous.

Who defines conversation for any brand or industry according to Gary Grates?

Fewer than 50 people.