Test # 2 Review MC3367 Spring 2017 You can get the answers to these questions and concepts from Lectures 3 and 4. They are posted in the Resources section of the class’s TRACS site. There will be no questions about Integrated Marketing Communications or Public RelatDon't forget about the age old question of neurowid
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ions. They will be on Test # 3. 1. Understand what media planners do. ∙ Media Planners place ads and schedule runs in media that the target demographic will respond to. They also negotiate costs for ad placement. 2. Why, in the digital age, has media planning become so difficult to do correctly? ∙ Media planning is difficult to do correctly because of media fragmentation a. Media fragmentation: the splitting of different media makes it difficult to know where the target demographic will pay attention to ads 3. How do media planners help increase the R2 effectiveness of an ad or ad campaign? ∙ They can help increase the R2 effectiveness by a. Direct marketing can range from telemarketers to flyers in the mail; digital version: ads specifically targeted to you through your purchase and browsing history (cookies) b. Specialized communications planners and buyers look for things that will surprise people to attract them while not letting them know they are paying attention to an advertisement c. PR activitiesd. Personnel selling e. All of these summate to integrated Marketing Communications (IMC) 4. What are grouping variables? ∙ Grouping variables identify the prime target for the advertisement; the thing around which people form groups 5. What is Relevance? What is Resonance? ∙ Relevance: conveys a problem that MANY people have (i.e., Alka Seltzer ad); no confusion, simple and direct ∙ Resonance: technical term for "pop"; gets your audience to pay attention to your ad; element of surprise 6. What are Reach and Frequency? ∙ Reach: total number of people/households exposed to the ad ∙ Frequency: the frequency of how much the audience will be exposed to the ad as to not make it habitual 7. What is a layout and what is a comp? What are they used for? ∙ Layout: a static storyboard; a sketch of a rough version of an ad; can be used with printed ads and audio/visual ads ∙ Comprehensive layout (comp): a rough screening of the ad to see what it will look like as a final product; only happens if the layout is approved 8. What is a creative model? (HINT: Explorer, Artist, Judge, Warrior) ∙ Creative model to have a successful, creative team: all attributes will be represented a. Explorer most likely to be the "receiver" b. Artist origin of pop and resonance c. Judge the evaluator; plays the role of the critic d. Warrior the person who breaks down barriers and obstacles against creativity to get an ad put together ∙ **in small ad agencies, all 4 of these can be the same person** 9. What are some important considerations to keep in mind when you produce a radio ad? ∙ Advertisers have to take into consideration that the listener is most likely doing something else while listening to the radio, therefore not paying full attention to ads ∙ To combat this, use sound effects and be outrageous 10.What are the advantages of web ads? ∙ Technology is good at retaining information and cookies to figure out buying/browsing behavior to feed certain ads to a specific consumer ∙ Ads can be interactive which makes the advertisement more effective because of physical kinetic movement 11.Why, generally speaking, are the production standards for radio and TV ads so important to the comprehension and persuasiveness of those ads? ∙ Having good quality actors or sound mixing/editing can determine whether or not the viewer/listener wants to keep paying attention to the ad. ∙ If the quality of the ad is poor, the persuasiveness of the ad automatically doesn't matter anymore in the consumer's mind Some other things to remember... ∙ The Sshaped curve a. The ad gets stale because no one is paying attention so there is an asymptote (the ceiling effect) ∙ Creative directors have the most difficult job in an agency because you have to be creative on demand This should be an easy test and so you should do well on it!