1. Because every category of products contains many competing brands, it is critical to position your brand from the others
2. Who wrote the book Positioning, the battle for your mind?
Al Ries and Jack Trout
3. What was the problem that David Doga solved in the Tap Project case study? 900 million people worldwide lacked access to clean water
4. The Stupid Drink is:
the one alcoholic drink that takes you over the edge / did not need 5. Positioning describes
where your brand fits in the minds of a consumer
6. Why do we position brands?
because of all the noise
7. Which of the following is a good positioning statement for a Honda? For big families, Honda is the leader in safety that is affordable
8. In the “common format for position statements”, fill in the blanks: For target audience, brand name is the frame of reference that benefit 9. “For the new bride, Dior is the highest quality make-up that makes your wedding photos spectacular” is an example of
a positioning statement
10. What is a Communications Brief?
A document that informs the copywriter and art director what piece of communication needs to be created. NOT HOW TO CREATE IT.
11. The two objectives of the Communications Brief are to
1. to guide the work We also discuss several other topics like refer to table 23-6. this country's inflation rate from 2012 to 2013 was
2. to inspire great work
12. What are the 6 parts of a communications brief according to the book? Objective, Target Audience, Proposition, Support, Tonality, Moments of Receptivity, Collaboration
13. There is only one format of Communications Brief used throughout the advertising industry.
14. What are the two most common mistakes made when writing a Communications Objective?
This is NOT a list of marketing objectives
NOT a media objective (e.g. create awareness)
15. A well written target audience statement:
This is a detailed statement of the demographics, psychographics, and deep- seated emotions that are important to understanding who our core target is, and most importantly, why our message will be relevant to them.
16. Name three sources of secondary research we can find target market information MRI Plus, Simmons, Mintel
17. The proposition is
This is a single idea you want your advertising to communicate which you believe will help your target to change his/her mind about your product and choose it over your competition
18. What is a woman 18-49?
a bad target market
19. The reason you write target markets as single individual people is to connect to the consumer better - they will feel like it is “just for them” 20. The largest demographic minority in America is:
21. Should the Campbell family spend $7000 on a Disney Vacation? yes We also discuss several other topics like uga constitution exam
We also discuss several other topics like proteins are processed and modified in the interior of the
22. What is the role of the “support” in a communications brief?
to provide the proof. You need to give consumers a reason (or reasons) to believe that the benefit you are highlighting in your ad, or campaign, is actually true
23. Moments of Receptivity are:
The “moments of receptivity” section identifies the best times, places and/or specific mindsets that are appropriate for the target to “hear” our message 24. According to Brian Stout, what are the characteristics of an effective strategist? Inspiring. Persuasive. Curious. Focused. Visionary. Confident. A good storyteller.
25. Media Planning is the:
process of deciding which media options a brand can use based on their budget 26. The most common way of setting an advertising budget is If you want to learn more check out What is the most toxic protein?
Percentage of Sales Method
27. What company is the largest advertiser in the world?
Proctor and Gamble
28. The most advertised US brand is:
29. How much TV does the average person over 15 years of age watch per day? 2.5 hours
30. The largest advertising agency holding company in the world is WPP Group
31. The largest retail marketer in the US (in terms of market share) is: Amazon
32. In terms of the amount of money spent, the number one and number two advertising media in the US are:
1. TV and 2. Internet
33. North America is the largest region in the world in terms of advertising spending: According to Ad Age, what region is #2?
34. Are there more advertising agency jobs in the US or Internet media jobs? advertising agency jobs
35. One single specific medium (ex. The Daily Orange) is called:
a media vehicle
36. The particular combination of a number of media choices is called a media mix
37. What is an advertising impression?
one person’s opportunity to see your message
38. What does having a rating of 20 mean?
20% of households saw your ad
39. What is a gross rating point?
(GRP) The total rating points for all the shows you buy. simply your TV plan’s reach times its frequency
40. When should a media plan be developed? If you want to learn more check out cse 1222 osu
when the target is most receptive
41. When did Media companies start breaking odd from agencies and going solo in the US?
Examples : Starcom/MediaVest, OMD, MediaCom
42. What are the three types of media? Don't forget about the age old question of whenever energy is transformed there is always an increase in the
Paid, Earned, and Owned
43. What does a media planner do?
The Media Planner has determined where that message will be delivered. they decide where and when a brand should advertise to best accomplish their goals.
44. What is Search Engine Optimazation
when marketers pay a search engine company to make sure their brand comes up in the top listings when consumers search keywords
45. If you buy 200 GRPs on television, and reach 20% of the audience, how many times did you reach the average one?
46. The main advantage of owned media is?
it’s under your name and customizable to your needs
47. The singular form of the word “media” is:
48. The Daily Show, The New York Times, and Men’s Health are all examples of what? media mix
49. What is a media plan?
when you plan out which kind of media your advertisement will be and when with a specific budget
50. What is the media mix?
media mix is a strategy to disperse content across multiple representations: different broadcast media, gaming technologies, cell phones, toys, amusement parks, and other methods
51. What research company dominates the television measurement industry? Zenith Media
52. What is frequency?
number to times the average person in the target views your ad over a 4 week period
53. What does CPM stand for?
Cost Per Thousand (M is the roman numeral for thousand)
54. When would you use magazines to advertise?
Newspapers and magazines are still a great way to reach a select target audience. News magazines tend to be weekly so still fairly topical. Fashion magazines tend to close (require all advertising to be submitted) up to three months prior to their issue date. Magazines in particular can also print incredibly
high quality photos. The reproduction is beautiful and your ads will look fabulous. Magazines also have a long life span. Check out the dates in your doctor’s office next time you stop by. And, although you may have bought the ad with the subscriber in mind, magazines have a large “pass-along” rate meaning 3-5 people may read each issue of a magazine. Since magazines reflect reader’s lifestyle, your consumers are likely in the right frame of mind to hear your message when reading the publication.
55. How can media choices help meet the marketing and advertising objectives? increase sales, increase top of mind awareness, increase customer satisfaction 56. What databases are used by media researchers?
SIMMONS, GfK, or MRI
57. What is considered the first product placement and in what movie? Reece’s Pieces in E.T.
58. How do you calculate a GRP?
the unit of measurement for media “weight” calculated by multiplying reach times frequency.
59. What did IKEA in Poland do to promote their new store opening? protests
60. Which generation grew up with newspaper, magazines, and radio, but no TV, cell phone, computers, or Internet?
61. Of Paid, Owned and Earned media, which normally costs the advertiser the most per viewer?
62. Of Paid, Owned and Earned media, which normally costs the advertiser the least per viewer?
63. If you bought ads on day time TV shows, which target are you most likely to reach?
stay at home mom’s and older, retired people
64. What does GRP stand for?
Gross Rating Point
65. A “Native” ad is:
content on media platforms that is almost inseparable from the media site’s regular content, but which is sponsored by a brand
66. The intention of a Day in the Life story is:
portrays how our target lives, and when and where different media come into their everyday life. Most importantly, it shows which media is most relevant and persuasive for our brand’s products and messages to the target.
67. Daughter Kirsten’s first day working in media, her group won the 2015 Cannes Grand Prix for:
68. How do we measure “media weight”?
Reach x Frequency = GRP
69. CPM stands for:
Cost Per Thousand (M is the roman numeral for thousand)
70. According to Professor Russell, social media is:
71. How many subscribers does Facebook have?
72. Name a good example of experiential marketing?
the 5 fast food burger places coming together to make one big burger 73. If you want to boost reach in media plan, you do this by:
many different media
TV + radio + magazine + newspaper will generally give high reach than spending all the money in TV only
Broad reach media such as television, major magazines
74. If you want to boost frequency, you
lessen the media vehicles
use repetitive media such as radio, outdoor, certain sites on the Internet 75. According to James Webb Young, ideas are created in a 5-step process: Immersion (immerse yourself in everything you can know), Digestion (organize and digest all the information to figure out what’s most important), Incubation (drop all thought of the project to have your subconsciousness creates ideas), Illumination (new ideas begin flowing out), Reality Testing (which ideas work best)
76. Budweiser won at Cannes when they connected their beer with music in a campaign that relied on:
the internet - Budweiser found tons of pictures of legends drinking budweiser on google so used the internet to promote their beer
77. How is Internet media spending changing?
As media consumption changes, so does spending. As you can see, mobile internet and radio are still probably a bit underdeveloped, and print (magazine and newspaper) still may have a long way to fall. Now, there may be good reasons to overspend in one medium and underspend in another
78. What is the number one method people are multitasking while watching television? television and visiting internet websites (on mobile phones and/or computers) are highly complementary activities
79. According to the book, what is the oldest form of advertising?
Word of Mouth Advertising
80. What is the “next frontier” for advertising to conquer according to the book? Virtual and augmented reality are here now and still establishing themselves as advertising vehicles. In 2018, Voice-enabled smart speakers (including Amazon Echo, Google Home and Apple HomePod) are owned by over 40 million Americans (about 17% of the population). That number is up over 100% from 2017. Smart speakers are the leading edge of the Internet of Things (IoT). Does your refrigerator tell you that you are out of milk and automatically place an order? Don’t worry, soon it will.
81. How do Google, Facebook and Snapchat make money?
Advertising pays for most of the content people consume on air, in magazines and newspapers and online
82. What is 3+ Reach?
% seeing the ad at least three times
83. A quintile analysis breaks an audience into how many groups? five
84. Name 2 ways advertisers measure digital media usage
CPC (Cost Per Click) and CPA (Cost Per Action)
85. How do you get a generation raised on sex, drugs and rock and roll interested in the Opera?
Unless you know something about Opera. The most popular operas of all time, Carmen, Rigoletto, LaTraviata and Tosca are full of sex and violence. Wagner’s The Ring is built around illicit sex, incest, betrayal and murder. Granted... sex is usually talked about as “desire” and drugs as “potions,” but you have to know something about opera to win a Gold Lion at Cannes for the Lyric Opera of Chicago.
86. What is a pool out?
another commercial in the same campaign
87. What did KFC in the UK say when they ran out of chicken?
The bright red advertisement showed an empty bucket with the chain's initials scrambled to say "FCK" on it, alongside an apology
88. When writing a pool out, step one is
figuring out the advertising idea in the campaign
89. According to David Ogilvy, Headlines are important because:
85% of consumers never read beyond the headline
90. Which of the following are the job of the producer?
selecting production companies, selecting directors, bidding, casting, location, shooting, editing, music/sound effects, duplication and shipping, turns an idea into a finished product, delivers the project on time and on budget
91. The main objective of the pre-production meeting is:
to decide EVERYTHING before the shoot day
92. KPI stands for
Key Performance Indicators
93. ROI stands for:
Return on Investment
94. KPI’s measure
engagement time with downloaded apps per month, sales, top of mind awareness, customer satisfaction
95. The Award Show devoted to Marketing Success is called:
American Marketing Association has the Effie Awards
96. The main award for strategy is called:
Jay Chiat Award
97. The 2018 Grand Prix strategy award in the show in question #96 was all about making what item a “status symbol” in rural India?
98. The Cannes Grand Prix for Media in 2018 was
Tesco Love Stories
99. Which agency is Greg Stern from:
BSSP - Butler Shine Stern and Partners
100. The most awarded Integrated campaign of last year according to Gunn is:
(site is down - wont be on test)
GOOGLE - graham
BSSP created Converse
what did he do for borders?
convinced them to shoot 104 commercials