Marketing vs. Advertising
Target Audience
Media Planning
Branding
Central Message
100
What are the Four P's of Marketing?
Product, Price, Place and Promotion. https://docs.google.com/presentation/d/1c4jGHZDh3xOghB-7bbSSLCl7Lu-iYWf3BocE0xhOmz4/edit#slide=id.i12
100
What is market segmentation?
1) Segmentation – The process of breaking down a large market into submarkets. https://docs.google.com/presentation/d/1VF11zZ6Bl2K1VxA_m56k5MxrKt7wf_udLiTaXQ1zTbQ/edit#slide=id.g2ad494931_00
100
What is "disruptive" media?
People use medium for information or entertainment, and ads “disrupt” their experience. https://docs.google.com/presentation/d/10JKjnfgzjO40-PD-8Ytgg03WUt1vDBzGkI6RGGdUIdQ/edit#slide=id.gb889a13d_00
100
What are "brand guidelines"?
Big brands have strict, detailed rules that dictate how a brand looks / feels across marketing pieces. https://docs.google.com/presentation/d/1yUDWeuK2psbTiggk8hh4UWZbhYE6w35dqXpzvoUd5pg/edit#slide=id.g124d80566_00
100
What is "message support".
Elements that are used to reinforce your central message. https://docs.google.com/presentation/d/1t-B2CT7XmAgN2uvd3ZJLsKthnht2bXNtSMP56tYcXSU/edit#slide=id.i20
200
What is top-down marketing?
A system of planning where you start with the "big picture", long term vision, and work down toward specifics. https://docs.google.com/presentation/d/1c4jGHZDh3xOghB-7bbSSLCl7Lu-iYWf3BocE0xhOmz4/edit#slide=id.g171aee5f8_2_0
200
What is product utility?
Product Utility= Product’s problem-solving function. https://docs.google.com/presentation/d/1VF11zZ6Bl2K1VxA_m56k5MxrKt7wf_udLiTaXQ1zTbQ/edit#slide=id.g2ac786960_06
200
What is the purpose of media planning?
Purpose: Speak to the right people... at the right place... at the right time. https://docs.google.com/presentation/d/10JKjnfgzjO40-PD-8Ytgg03WUt1vDBzGkI6RGGdUIdQ/edit#slide=id.i5
200
Many ads have two layers of messaging. Name them.
Brand Message Central Message https://docs.google.com/presentation/d/1yUDWeuK2psbTiggk8hh4UWZbhYE6w35dqXpzvoUd5pg/edit#slide=id.i27
200
What is a message hierarchy?
To best use of space, supporting elements should be ordered by importance. https://docs.google.com/presentation/d/1t-B2CT7XmAgN2uvd3ZJLsKthnht2bXNtSMP56tYcXSU/edit#slide=id.g25b111a6e_00
300
What is a unique selling proposition?
The qualities that are unique to a particular product or service and that differentiate it in a way which will make customers purchase it rather than its rivals.
300
What does "STP" Marketing stand for?
1) Segmentation – The process of breaking down a large market into submarkets. 2) Targeting – The selection of potential customer segment(s). 3) Positioning – The process of designing a marketing mix for the target audience. https://docs.google.com/presentation/d/1VF11zZ6Bl2K1VxA_m56k5MxrKt7wf_udLiTaXQ1zTbQ/edit#slide=id.g2ad494931_00
300
Name three mediums used to build reach.
Radio TV Magazines / Newspapers Billboards Digital Ads https://docs.google.com/presentation/d/10JKjnfgzjO40-PD-8Ytgg03WUt1vDBzGkI6RGGdUIdQ/edit#slide=id.gb889a13d_00
300
Name two kinds of "planned" brand messages?
Advertising, PR, Personal Selling https://docs.google.com/presentation/d/1yUDWeuK2psbTiggk8hh4UWZbhYE6w35dqXpzvoUd5pg/edit#slide=id.g29ddef08_3_0
300
What is a proof point?
An element that supports the central message. Similar to message support. https://docs.google.com/presentation/d/1t-B2CT7XmAgN2uvd3ZJLsKthnht2bXNtSMP56tYcXSU/edit#slide=id.i48
400
Name three elements of a marketing plan.
Mission Statement Situational Analysis (SWOT) Marketing Objectives Marketing Mix Target Market Product Concept Pricing Distribution Marketing Communications https://docs.google.com/presentation/d/1c4jGHZDh3xOghB-7bbSSLCl7Lu-iYWf3BocE0xhOmz4/edit#slide=id.g171aee5f8_2_7
400
What is a "pain point"?
Pain Point: Specific needs or wants that a customer encounters. Takes “Product Utility” to a deeper level. https://docs.google.com/presentation/d/1VF11zZ6Bl2K1VxA_m56k5MxrKt7wf_udLiTaXQ1zTbQ/edit#slide=id.g25b83b8a7_00
400
What is "flighting"?
Flighting- Alternate periods of advertising with periods of no advertising. https://docs.google.com/presentation/d/10JKjnfgzjO40-PD-8Ytgg03WUt1vDBzGkI6RGGdUIdQ/edit#slide=id.gb889a13d_020
400
What is brand positioning?
Establishing a competitive position for your product in the minds' of customers. https://docs.google.com/presentation/d/1yUDWeuK2psbTiggk8hh4UWZbhYE6w35dqXpzvoUd5pg/edit#slide=id.g122f7588e_2_0
400
According to communication objectives, communications should solve one of four "problems". Name them.
Awareness Comprehension Conviction Action https://docs.google.com/presentation/d/1t-B2CT7XmAgN2uvd3ZJLsKthnht2bXNtSMP56tYcXSU/edit#slide=id.g178fb46e6_00
500
Which "P" is most important?
The Product. https://docs.google.com/presentation/d/1c4jGHZDh3xOghB-7bbSSLCl7Lu-iYWf3BocE0xhOmz4/edit#slide=id.g2a804b102_012
500
What are the five levels of consumer motivation.
Physiological Safety Love / Belonging Esteem Self Actualization https://docs.google.com/presentation/d/1VF11zZ6Bl2K1VxA_m56k5MxrKt7wf_udLiTaXQ1zTbQ/edit#slide=id.g63b548b9_0_0
500
How do you calculate "gross impressions"?
Audience size x frequency https://docs.google.com/presentation/d/10JKjnfgzjO40-PD-8Ytgg03WUt1vDBzGkI6RGGdUIdQ/edit#slide=id.gb889a13d_08
500
Why did companies first start branding their products?
After Industrial Revolution, competitors could copy leader. Retailers incited price war. Cheapest wins. Manufacturers use branding to build power. https://docs.google.com/presentation/d/1yUDWeuK2psbTiggk8hh4UWZbhYE6w35dqXpzvoUd5pg/edit#slide=id.i5
500
Name 5 kinds of message support.
Copy Points Images / Photos Quotes Graphs Diagrams Infographics Demonstration Comparison https://docs.google.com/presentation/d/1t-B2CT7XmAgN2uvd3ZJLsKthnht2bXNtSMP56tYcXSU/edit#slide=id.i48
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