Advertising

Question 1

Methods of advertising/sources

Answer 1

TV 
Radio
Billboards
Internet
Newspapers
Magazines
Inema
Video
DVD
Sponsorship

Question 2

Special techniques

Answer 2

Language + slogans
Claims
Weasel words

Question 3

Language + slogans

Answer 3

Provide image, ‘best a man can get’ or ‘appliance of science’

Question 4

Claims

Answer 4

Ni real meaning, ways of persuading, ‘because I’m worth it’ or ‘finger-lickin’ good’

Question 5

Weasel words

Answer 5

Suggest something rather than giving real information

Question 6

Functions of advertising

Answer 6

1 Introduce new products
2 Provide information
3 Promote brand names + present good image of company
4 Increase sales

Question 7

Effective advertisement

Answer 7

Should:

• Capture attention
• Interest - stop, listen to/read advert
• Create desire
• Persuade to buy

Question 8

Biased advertiding

Answer 8

Advertising gives selected amount of info - what advertisers want you to know.

Usually adverts biased - tell you advantages, not drawbacks.

Question 9

Objective information

Answer 9

Gives pros + cons

Question 10

Images and strategies

Answer 10

Humour
Romance
Glamour
Social acceptwnce
Traditional images
Hero worship
Guerrilla advertising

Question 11

Humour

Answer 11

Funny sitution, humorous logo/jingle

Question 12

Romance

Answer 12

Often used to advertise perfumes, chocolates, cosmetics.

Question 13

Glamour

Answer 13

Attractive people + elegant surroundings often used to advertise luxury goods.

Question 14

Social acceptance

Answer 14

Plays on people’s desire to fit in and be popular.

Question 15

Traditional images

Answer 15

Views of countryside, perfect families, spotless homes

Question 16

Hero worship

Answer 16

Well-known celebrities promote or endorse products

Question 17

‘Guerrilla’ advertising

Answer 17

When product/brand inserted into entertainment/media.

Eg. Cadillacs in The Matrix Reloaded

Question 18

Classified ads

Answer 18

Non-commercial ads used to sell wide range of goods + services

Question 19

Advantages of advertising

Answer 19

1 Increases sales
2 Provides employment
3 Information on products, events, services, health hazards, consumer rights & responsibilities.
4 Keeps down cost of newspapers, magazines, TV programmes

Question 20

Disadvantages of advertising

Answer 20

1 Encourages materialism
2 Exaggerated claims
3 Desire + buy things - cant afford
4 Posters + billboards spoil/landscape
5 Increases prices
6 Emphasises gender stereotypes

Question 21

Control of advertising

Answer 21

Legal control

Voluntary control

Question 22

Legal control

Answer 22

• EU misleading advertising regulations
• Consumer Information Act 1978: Makes it an offence to make false/misleading claims about goods/services
• Employment Equality Act 1998

Question 23

Voluntary control

Answer 23

• Advertising Standards Authority for Ireland

- Central Copy Clearance Ireland (CCCI)

Question 24

Marketing

Answer 24

Identify, satisfy, keep the consumer

Question 25

Marketing techniques

Answer 25

• Sales promotions eg. ‘buy one, get one free’
• Sponsorship
• Advertising
• Attractive packaging + presentation
• Public relations activities, eg. publicising company to wide audience

Question 26

Market research

Answer 26

Involves surveys to find out public’s likes + dislikes

Question 27

4Ps of marketing mix

Answer 27

Supply right PRODUCT, at right PRICE, in right PLACE, using most suitable PROMOTIONAL techniques

Question 28

Advertising

Answer 28

Any message designed to inform, persuade, influence consumers