LESSON 3: THE KEY PLAYERS

Question 1

The company or organization that uses advertising to send out a message about its business.

Answer 1

Advertisers

Question 2

○ The actual company or the organization who paid for the advertisement

Answer 2

Advertisers

Question 3

○ Initiates the advertising effort by identifying a marketing problem

Answer 3

Advertisers

Question 4

○ Makes the final decisions about the target audience and the size of the advertising budget

Answer 4

Advertisers

Question 5

○ Hires the advertising agency

Answer 5

Advertisers

Question 6

○ Creates, produces, and distributes advertising

Answer 6

Advertising Agencies

Question 7

○ Plan and implement part or all of their advertising effort

Answer 7

Advertising Agencies

Question 8

○ Also known as the Agency client partnership

Answer 8

Advertising Agencies

Question 9

○ Uses outside agency, believes to be more efficient on campaigning than the advertiser itself

Answer 9

Advertising Agencies

Question 10

● Own research and planning, media and production.

Answer 10

Advertising Organization

Question 11

● Cost saving

Answer 11

Advertising Organization

Question 12

● Ability to finish it before the deadline

Answer 12

Advertising Organization

Question 13

● A central factor in the development of advertising

Answer 13

Media

Question 14

● Mass media offers a way to reach a large audience.

Answer 14

Media

Question 15

● Composed of the channels of communication that carry the message from the advertiser to the audience

Answer 15

Media

Question 16

● Vehicles that deliver messages - each vehicle have space or time where tv networks earn

Answer 16

Media

Question 17

● Primary advantage in the costs of time and space

Answer 17

Media

Question 18

● Group of service organizations that assist advertisers, advertising agencies, and the medium in creating and placing the ads.

Answer 18

Supplier

Question 19

● The suppliers/vendors who provide specialized services

● Example: Promotions and Events
○ Suppliers are stage producers (Lights, camera, etc)

Answer 19

Supplier

Question 20

● Artists, writers, photographers, directors, producers, printers, as well as self-employed freelancers and consultants

Answer 20

Supplier

Question 21

● the supplier for the 1984 ad for Apple

Answer 21

Ridley Scott

Question 22

● The people for whom the advertising is designed

Answer 22

Target Audience

Question 23

● Consumers as people who buy and use products to satisfy their needs and wants

Answer 23

Target Audience

Question 24

● A more specific group of people to whom an advertisement is directed and whose responses determine if the advertising is effective.

Answer 24

Target Audience

Question 25

identifying the character of the audience

Answer 25

Targeting

Question 26

○ Objective: Deliver information. ○ Medium: Newspaper, and flyers.

Answer 26

Age of Print

Question 27

○ Advertisers began to give brand names

Answer 27

Emergence of Consumer Society

Question 28

○ Adopted scientific research techniques. Experts believe that advertising could be blended by arts and science

Answer 28

Modern Advertising Era

Question 29

○ We now recognize as the Advertising industry

Answer 29

● Emergence of Consumer Society

Question 30

○ The two leaders in the Modern Advertising Era are:

Answer 30

■ Claude Hopkins and John Caples

Question 31

○ Stanley developed account services ○ Helen Resor developed copywriting techniques

Answer 31

● Age of Agencies

Question 32

developed account services

Answer 32

○ Stanley

Question 33

developed copywriting techniques

Answer 33

○ Helen Resor

Question 34

○ 1960s to 1970s ○ Response of research and science

Answer 34

● Creative Era

Question 35

Leader of Chicago School of Advertising

Answer 35

■ Leo Burnette

Question 36

DBB Agency, the most innovative person (focuses on feelings and emotions)

Answer 36

■ David Gilby

Question 37

One of the founders of DBB

Answer 37

■ Willam burnback

Question 38

● One of the most innovative person of the that time

Answer 38

■ Willam burnback

Question 39

● “Advertising is the art of feeling as an emotion”

Answer 39

■ Willam burnback

Question 40

○ Focused on the effectiveness ○ Emphasis: research and development

Answer 40

● Accountability Era

Question 41

○ Social responsibility and insensitivity. ○ How to be a better corporate citizen. ○ Sensitivity to the diversity of people

Answer 41

● Age of Social Responsibility