Advertising Exam 1 Part 2

What is classical conditioning?

any change in the content or organization of long-term memory or behavior and results in information processing.

What is operant conditioning?

Or instrumental learning involves rewarding desirable behaviors with a positive outcome that serves to reinforce the behavior.

What is social cognitive theory?

ØRicher, cognitive perspective that suggests consumers pay attention to rewards/costs experienced by others.

what is analytical reasoning?

ØMost common form of cognitive learning, individuals engage in creative thinking to restructure and recombine existing/new  information to form new associations/concepts

Order for Marketing plan

Segmentation, Targeting, Differentiation, Positioning

What is behavioral segmentation based on?

Purchase behavior

What is the product life cycle?

Most common form of cognitive learning, individuals engage in creative thinking to restructure and recombine existing/new  information to form new associations/concepts

What is the marketing plan?

•A written guide for the present & future marketing activities of an organization. 

Data driven

Better implementation, control, and continuity, and allocation of resources

What is DAGMAR?

Defining Advertising Goals for Measured Advertising Results

What is on the IMC pyramid?

Awareness, Comprehension, Conviction,Desire, Action

What is message weight?

•A written guide for the present & future marketing activities of an organization.

What is reach?

•Number of different people/households exposed at least once during given period

What is a BDI?

•Sales potential performance of a particular brand in a specific market area (100% is the average)

•Measures relative strength of the market to overall brand sales

What is CDI?

•Sales potential of the whole product category

•Nike: athletic footwear, apparel, equipment and accessories

What is a creative director?

•Sales potential of the whole product category

•Nike: athletic footwear, apparel, equipment and accessories

What are informational ads?

•Negatively-Originated Motives (offer relief from problem)

What are transformational ads?

•Positively-Originated Motives offer positive reinforcement to offer reward (sensory gratification, intellectual stimulation or social approval)

What are the four components of the creative strategy?

Target audience, product concept, communications media, IMC message

What is an objective statement?

•Specific description of what the campaign must accomplish or problem to be solved.

•Includes brand name & short description of target market

What is a support statement?

Short description of the evidence that back the product promise. Target:  Newspaper (low prices). TV (quality & value), & social media (reinforces values

What is the creative pyramid?

Attention, interest, credibility, desire, action