Question

MARKETING (Advertising and marketing communications)

A ________________ is an agency document that acts as a “roadmap or platform for creatives to help them understand who the target is, what motivates them and what is unique about their brand to develop the creative campaign.

The three key elements of advertising are to _______________, _________________ and __________________.

Part of the creative communication brief that addresses the personality or brand character of the brand and the campaign is called the ______

An analysis of a brand containing the elements of the company, category, competition and consumer is called the ________analysis.

__________ Research provides you with an opportunity to observe, first hand, what life is like from the consumers point of view…best way to study and record human culture.

_______________ is the grouping of consumers into market segments on the basis of feelings, lifestyles, hobbies, attitudes, beliefs, values, etc.

Name four of the different types of positionings ___________, ____________, ___________, ______________.

In terms of strategic creative approaches, the ___________________ approach is based on an informational message that touches the mind that is very often heavy handed and in your face commercials.

A _______________________ is the person responsible for managing all tangible/intangible characteristics of a brand.

One look and consistent messaging for all marketing across all media i.e. TV, print, Internet, mobile, etc. is a key characteristic of __________________________

This ________________ thinking is defined by intuitive, holistic, artistic, and emotionally expressive thinking?

The AIDA Model helps us understand the consumer buying process. The process includes the steps of ____________________________

_______________ is the Art & Science of identifying groups of consumers with similar needs and wants.

The ____________in developing creative campaigns consists of an emotional appeal and response based on attitudes. moods & feelings

The best way to uncover consumers attitudes towards their product or service is to uncover the why and what motivates them is called ____________ research

A ______________ is a perception that consists of both intangible and intangible elements

Which type of segmentation divides the market using characteristics such as gender, ethnicity, income, and so forth ____________

The energizing and driving force that not only activates consumer behavior but also provides purpose and direction to their purchase decisions is known as__________

Mass marketing is ineffective because _____________________________

We are all influenced by ___________ groups in our consumer behavior and decision-making process like

Brands need to understand different kinds of segmentation. One important factor is to know that people change over time as they get older. This is known as _____________

Identifying a group of people for which a brand designs a marketing mix intended to meet the needs & wants of that group is known as _____________________

___________ is the process where any individual selects and interprets stimuli into a personal meaningful picture

The ____________department within the agency conducts, surveys and focus to understand the consumer for the development of advertising.

Prestige, status, and accomplishments are all examples of which level of needs in Maslow's Hierarchy of Needs? ____________

The type of segmentation that helps marketers determine the consumers need for products and provides information i.e. factors such as: age, income, geographic area, education, etc. is called _______________

Who is the person most responsible for designing images that tell stories and create brand impressions in an advertisement? __________________

We have discussed in class the different ways that a brand develops its positioning that forms the basis for an advertising campaign. What does the brand base its unique positioning statement that is different from other brands? _____________________-

The “Place” a brand occupies in consumer’s mind belongs in a definition of ________________

The _______________ team within the agency is responsible for the development and production of the advertising and communications material.

_________________ is the stage in the consumer decision-making process in which consumers sort out products on the basis of tangible and intangible features.

Who in an advertising agency is most accurately described as "speaking for the consumer" or "speaking with the voice of the consumer"? _____________

Background research that uses published information about the company’s company, category, competition and consumer is known as _______research

What type of thinking does not make for Great Creative work? __________________

________ is the total of learned beliefs, values and customs that regulate consumer behavior

The ___________________________________matches the right audience to right message. in right medium to reach audience.

An ad may be entertaining but if it isn’t relevant to the advertising strategy & based on consumer needs IT WILL FAIL. Within creativity, this is known as __________________________

Answer 1

1. Advertising Brief

2. The three key elements of advertising are to benefit, offer and Urgency

3. Part of the creative communication brief that addresses the personality or brand character of the brand and the campaign is called the Creative Brief.

4. An analysis of a brand containing the elements of the company, category, competition and consumer is called the Market Analysis.

5. Primary Research provides you with an opportunity to observe, first hand, what life is like from the consumers point of view. It is the best way to study and record human culture.

6. Customer Segmentation is the grouping of consumers into market segments on the basis of feelings, lifestyles, hobbies, attitudes, beliefs, values, etc.

7. Name four of the different types of positionings are Product, Price , Competitor and Consumer.

8. In terms of strategic creative approaches, the Hard and Soft Sell Strategies Approach is based on an informational message that touches the mind that is very often heavy handed and in your face commercials

9. A Brand Manager is the person responsible for managing all tangible/intangible characteristics of a brand.

10. One look and consistent messaging for all marketing across all media i.e. TV, print, Internet, mobile, etc. is a key characteristic of Marketing Consistency.

11. This Right Brain thinking is defined by intuitive, holistic, artistic, and emotionally expressive thinking.

12. The AIDA Model helps us understand the consumer buying process. The process includes the steps of cognitive -affective-behavioral.

13. Marketing Management is the Art & Science of identifying groups of consumers with similar needs and wants.

14. The Cognitive based model in developing creative campaigns consists of an emotional appeal and response based on attitudes. moods & feelings

15. A visual is a perception that consists of both intangible and intangible elements.

16. The Demographic segmentation divides the market using characteristics such as gender, ethnicity, income, and so forth.

17. The energizing and driving force that not only activates consumer behavior but also provides purpose and direction to their purchase decisions is known as Motivation

18. Mass marketing is ineffective because it is very expensive And only Big firm those are well established used it.

19. We are all influenced by social groups in our consumer behaviour and decision-making process .

20. Brands need to understand different kinds of segmentation. One important factor is to know that people change over time as they get older. This is known as differential

21. Identifying a group of people for which a brand designs a marketing mix intended to meet the needs & wants of that group is known as Target Market.

22. Perception is the process where any individual selects and interprets stimuli into a personal meaningful picture.

23. The Market research department within the agency conducts, surveys and focus to understand the consumer for the development of advertising.

24. Prestige, status, and accomplishments are all examples of ESTEEM Needs in Maslow's Hierarchy of Need.

25. The type of segmentation that helps marketers determine the consumers need for products and provides information i.e. factors such as: age, income, geographic area, education, etc. is called Demographic Segmentation.

26. Who is the person most responsible for designing images that tell stories and create brand impressions in an advertisement? Art Director.

27 We have discussed in class the different ways that a brand develops its positioning that forms the basis for an advertising campaign. What does the brand base its unique positioning statement that is different from other brands? Brand Positioning statement.

28. The “Place” a brand occupies in consumer’s mind belongs in a definition of product Positioning.

29. Evaluation of Alternatives is the stage in the consumer decision-making process in which consumers sort out products on the basis of tangible and intangible features.

30. Who in an advertising agency is most accurately described as "speaking for the consumer" or "speaking with the voice of the consumer"? Account Planner

31. Background research that uses published information about the company’s company, category, competition and consumer is known as Secondary research

32. What type of thinking does not make for Great Creative work? System Thinking

33 .Culture is the total of learned beliefs, values and customs that regulate consumer behaviour.

34. The Branding and Marketing matches the right audience to right message. in right medium to reach audience.