Business of Advertising
Account Planning & Research
Advertising Hodgepodge
Communication & Consumer Behavior
Creating Ads: Strategy & Process
100
Advertising intended to promote goods and services is called this.
What is product advertising?
100
To increase the likelihood of preparing the most effective advertising messages, companies use this, usually done before a campaign runs.
What is pretesting?
100
This has two basic purposes: to provide continuity to a series of ads, and to create ad messages that are brief and memorable.
What is a tagline? or What is a slogan? or What is a themeline?
100
A mental process of memory: thinking and application.
What is "Cognitive Theory"?
100
This medium persuades, informs, and reminds are functions of this.
What is advertising?
200
Multinational companies that use a standardized approach to marketing and advertising in all countries.
What is global marketing? or What is a global marketer?
200
Their primary role is to represent the consumer/customer viewpoint in the process of planning advertising.
Who is an Account Planner? or What are Account Planners? or Who are Account Planners?
200
This contains the words in the leading position in an advertisement. They are often read first.
What are headlines? or What is a headline?
200
A "stimulus response" treats learning as a trial and error process this is know as...
What is "Conditioning Theory"?
200
Verbal, non verbal, and technical are these.
What are the 3 message strategies? or What are message strategies?
300
People, or a person, who create the words and concepts for ads and commercials is called this.
What is a copy writer? or Who are copywriters?
300
The systematic gathering and analysis of information to help develop or evaluate advertising, strategies and campaigns is called this.
What is advertising research?
300
These are small (3"x4") rough drawings used by artists and designers to create design layouts.
What are "thumbnails"? or What are "thumbnail" sketches?
300
Low involvement, little thinking about a product or service is known as this kind of process.
What is the peripheral route? or What is the peripheral route to persuasion?
300
Resonance and relevance are these...
What are the two qualities of a great ad?
400
The person who determines how the ad's visual and verbal symbols will ultimately fit together is called this.
Who it the Art Director?
400
This process helps identify consumer needs, marketing segments and provides information needed for promotional campaigns.
What is marketing research?
400
An advertiser who underwrites the cost of a program, TV or radio is engaging in this.
What is sponsorship?
400
High involvement, deep thinking about a product or service is known as this.
What is the central route? or What is the central route to persuasion?
400
This is a model that guides the creative team as it converts the advertising strategy and "big idea" into a diagram.
What is the advertising pyramid?
500
A source of agency income gained by adding some amount to a supplier's bill, usually 17.5%.
What is a mark-up?
500
Evaluating the effectiveness of an ad or campaign after it runs to provide the advertiser with information is called this.
What is post-testing?
500
Television has its highest viewing at this time.
What is "prime time" (8-11 PM)?
500
Breaking habits, acquiring habits, and reinforcing habits are all aspects of this.
What are brand loyalty goals?
500
This is a collection of words through meetings, interviews, and discussions between and an agency before any work begins.
What is the creative brief? or What is a creative brief?
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