Advertising Flashcards
(91 cards)
When is advertisement spending up?
When production of goods and services is up
Importance of advertising to consumers
Consumers can know what is available to buy.
Advertising first took off where? Why?
In the US and Canada. Theory that democracy and advertising linked.
Why do some people suggest that democracy and advertising are linked?
People in North America had to formulate individual opinions due to democracy. They relied on information from the media to formulate political information. They also relied on the media to help with individual buying choices.
The media in democratic societies relies on advertising for most of its revenue. Without ads, no media»_space;> no source of information for individual opinions.
Criticism of advertising
Honest persuasion requires presentation of all options. Ads are one-sided = not honest persuasion, but coercion.
Media Plan
Lays out where ads are placed
Studies show that people look towards this type of media the most when ready to buy.
Newspapers
Pros of newspaper ads
Newspapers are hot media. People look towards newspapers the most when ready to buy.
Newspapers are tangible - possibility for coupons, saving ads.
Newspaper readers tend to be older, more educated, and higher earning than TV and radio audiences.»_space;> spend more
Newspaper ads can be ordered up to 48 hours before circulation. Last minute changes to ads
Cons of Newspaper Ads
Newspapers have trouble accessing young adult population - low readership, not picking up this habit as they mature.
Newspaper ads don’t look as good when printed on newsprint, which absorbs ink. (dull)
Traditional Media choices
Newspaper, Magazine, Radio, TV, pre-movie
Magazine pros:
Longer shelf-life than newspapers, large pass-along circulation, beautiful ads, specialized audiences
Shelf-life
Time in which a periodical is in use
Magazine cons:
Last minute changes difficult. Ads must be reserved up to three months in advance.
Radio pros:
Radio is a mobile medium that people carry with them, specialized audiences, last minute changes, inexpensive, wide availability, repeating advertisements to drive home the message like TV
Radio cons:
People tune in and out, listeners are inattentive (cool medium - Marshall McLuhan), no shelf life, no visual imagery
Known as the king of all media, king of all advertising
Television
Television pros
Wide, diverse audience. Moving and visual medium.
Television cons
Difficult to target a specific audience, high production costs and rates. Ad spaces must be reserved for months due to high demand. Ad clutter
Ad clutter
High costs of TV ads lead to shorter and shorter ads. Result is ad clutter - there are so many competing ads that all of them lose impact.
Most advertising dollars spent on which media?
Television
Why has pre-movie advertising been around for a long time, and recently took off?
Most people remember ads shown at the beginning of a movie, unlike other media. Most people don’t despise ads.
Online advertising pros
Inexpensive, many sites with niche audiences allowing for easy targeting (less waste), users can buy products online directly from the ad, without any intermediate steps (encourages buying).
Biggest player in web advertising
Google (search engine)
How Google does Search Engine advertising
Google has ad spaces on thousands of websites, many of them highly specialized, like blogs, and displays user oriented ads from their clients on these sites. If a user clicks a sponsored link, they are taken to a fuller advertisement, and Google charges a click through fee to the client and pays the site for every click through. Google also places advertiser links on its search engine results (even for internal searches) - also have click through fee process.
