Chapter 15 - Advertising Flashcards
(36 cards)
Advertising
Nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform.
Product Advertising
An advertising message that focuses on a specific good or service.
Institutional Advertising
An advertising message that promotes the activities, personality, or point of view of an organization or company.
Advocacy Advertising
A type of public service advertising
- Seeking to influence public opinion on an issue because the org. has some stake in the outcome
- Advocate strong opinion
PSA (Public Service Advertisements)
Run by the media without charge for not-for-profit organizations or to champion a particular cause.
- President’s address.
- Required by FCC
Direct Action Advertising
- Has prices and timelines
- Trying to get someone to do something immediately.
Indirect Action Advertising
- Don’t take action now
- More of FAB of a product, educating
Types of Advertising
- Product
- Institutional
- Advocacy
- Public Service
- Direct Action/Indirect Action
Effective Advertising
- Attention
- Understood
- Believed
- Remembered (hate ads)
- Likeable (more effective)
- Benefits (get attention, then explain)
Limited-service agency
Provides one or more specialized services such as media buying or creative development.
Full-service agency
Provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final message.
Creative Strategy
The process that turns a concept into an advertisement.
Advertising Appeal
The central idea or theme of an advertising message.
- Logical (high involvement)
- Emotional
- Celebrity
- Sex (know goal or else it distracts)
- Fear
- Humor
Unique Selling Proposition
An advertising appeal that focuses on one clear reason why a particular product is superior.
- Focuses on a need and how the product can satisfy the need.
Effective Spokesperson
Someone who speaks for the company
- Recognizable
- Likeable
- Attractive
- Overcome hardship
- Credible
Story Line
- Ad designed to tell a story
- Created overtime with multiple ads
Product Benefits
- Key term
- Do the unexpected and then explain the benefits
Slice-of-Life
- Presents a dramatized scene from everyday life.
- Good for mundane activities or everyday products.
Life Style
- Shows a person attractive to the market in an appealing setting.
- Extracurricular activities
Demonstration
- Ad shows a product in action to prove that it performs as claimed.
- Observability
Testimonials
- A celebrity, expert, or typical person states the product’s effectiveness.
Still Life
- Bowl of fruit
- Jeep in forest
Association
- Some connection is shown.
Montage
- Quick sequence of events.
