Chapter 1

Question 1

paid advertising

Answer 1

purchased ad media
PSA’s through sponsoring

Question 2

nonpersonal ads

Answer 2

ads written for large mass audiences, feels personal because it is targeted

Question 3

identified sponsor ad

Answer 3

purpose for consumer to buy the product,the brand name is the ad

Question 4

Mass Media

Answer 4

all forms of media, relay sponsors message to the consumer

Question 5

Persuade or Influence

Answer 5

get consumers to purchase or respond in a certain way

Question 6

Audience

Answer 6

receivers of the advertising

Question 7

Characteristics of a great ad

Answer 7

1. strategy
2. creative
3. execution
4. media

Question 8

stragety

Answer 8

the game plan, takes into account marketing objectives, the target market, creative ideas, the necessary media

Question 9

creative

Answer 9

get consumers atenttion

Question 10

execution

Answer 10

“the devil is in the details”

Question 11

media

Answer 11

selecting media viewed by most people

Question 12

Geographic/location advertising

Answer 12

local advertising
regional advertising
National advertising

Question 13

local advertising

Answer 13

department stores, gas stations, directed at local consumers that lie near the place

Question 14

regional advertising

Answer 14

manufactured goods and large retailers ex: Walmart, things used for specific locations, radio, magazines,

Question 15

National advertising

Answer 15

used for country ex: cars, chips, soaps, toothpaste

Question 16

Audience

Answer 16

-consumer advertising
-Buisness to Buisness (B2B)
-Professional advertising
Institutional advertising

Question 17

Consumer advertising

Answer 17

directed to consumer who uses or buy product

Question 18

Buisness to Buisness (B2B)

Answer 18

products are for business ex: office supplies, manufacturing parts

Question 19

Professional advertising

Answer 19

doctors who prescribe things through mail, pamphlets, internet

Question 20

institutional advertising

Answer 20

designed to build a buisness, describes the company, its people, and philosophies, doesn’t benefit from immediate sales

Question 21

media

Answer 21

print, broadcasting, digital, social media, alternative

Question 22

marketing

Answer 22

the set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for consumers, clients partners, and society

Question 23

marketing mix

Answer 23

EJerome McCarthy- 1964
-Long and short-term elements of the marketing can change depending on the product’s desired results
- product, price, place, promotion

Question 24

promotional mix

Answer 24

the combination of different marketing tools and strategies a company uses to promote its products or services

Question 25

advertising

Answer 25

nonpersonal communication, want a reaction to make them laugh or cry

Question 26

public relations

Answer 26

(PERSA), builds mutually beneficial relationships between organizations and the public

Question 27

sales promotions

Answer 27

limited sale discreetly simulates purchasing by the target audience

Question 28

direct marketing

Answer 28

business communicate straight to consumers ex: text, email, websites, ads

Question 29

voleny Palmer

Answer 29

1st advertiser, brought in newspapers advertising

Question 30

NW Ayer & Son

Answer 30

Sold ad spaces in magazines space buyer worked for the client 1st to do creative aspects 1st ad campaign

Question 31

J Walter Tompson

Answer 31

Bookkeeper bought ad space in religious magazines expanded to women's magazines (targeted)

Question 32

Bernice Fitz-Gibbon

Answer 32

pioneered retail ads "it's smart to be thrifty"

Question 33

Bill Bernbach

Answer 33

creative director changed the way ads were created

Question 34

Leo Burnett

Answer 34

one of the best creatives created icons and characters

Question 35

David OGlviy

Answer 35

Advertising needs to have a "big idea" be bigger than the brand product success>strong brand image ex: apple, Nike

Question 36

Rosser Reeves

Answer 36

Ted Bates and Co. pioneered TV commercials good ads have to be honest creator of USP famous taglines

Question 37

Mary Wells Laurence

Answer 37

worked at DDB youngest in the Copywriter Hall of Fame "I love New York"

Question 38

Tom Burrell

Answer 38

1st AA @ ad agency 1971 opened Burrell McBain advertising "targeted" ads to black people