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Intro to Advertising > Midterm 1 > Flashcards

Midterm 1 Flashcards

1
Q

Advertising

A

paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience or coming up with creative solutions to solve marketing problems

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2
Q

Paid

A

Advertising needs to be paid by someone. The client provides the money necessary to buy the media where the ads will run.

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3
Q

Non-personal

A

Advertising is not written for a specific person, but rather is written for a large, mass audience

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4
Q

Identified Sponsor

A

the purpose of the ad– to communicate sponsor information to the consumer so they will purchase the product

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5
Q

Mass media

A

the mass media, which includes all forms of media, must be used to relay the sponsor’s message to consumers

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6
Q

Persuade or influence

A

Again, the purpose of the ad, to persuade or influence consumers to do something like purchase the product or to get them to respond in a certain way

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7
Q

Audience

A

there must be receivers of the message for there to be advertising

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8
Q

Characteristics of a great Ad: Strategy

A

your game plan– take into consideration the marketing objectives, the target market, the creative concept, and the necessary media

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9
Q

Characteristics of a great Ad: Creative

A

KEY to great advertising– Greats ads must be new, exciting, attention getting, and interesting

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10
Q

Characteristics of a great Ad: Execution

A

the devil is in the details, its the small things in the campaign that make all the difference

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11
Q

Characteristics of a great Ad: Media

A

selecting media that will be viewed by the greatest number of people

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12
Q

Brand Advertising

A

most visible, like Nike and stuff

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13
Q

Local/Retail Advertising

A

local advertising for like Smith’s and stuff- the coupons, anything local

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14
Q

Political Advertising

A

advertising for politicians

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15
Q

Regional Advertising

A

one or more states- southwest- similar to local, but just on a larger scale

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16
Q

National Advertising

A

want to advertise on a national level

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17
Q

Direct Response Advertising

A

encourages the consumer to respond directly to the advertiser- like using a coupon or visiting a website

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18
Q

Business to Business Advertising

A

when you are pitching to another business to do some thing together

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19
Q

Institutional Advertising

A

designed to build a businesses’ reputation in the minds of the public

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20
Q

Public Service Advertising

A

like don’t smoke campaigns

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21
Q

Volney Palmer

A

1st agency, space broker

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22
Q

NW Ayer

A

became more audience centered which allowed him to concentrate more on the needs of his clients. still used today

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23
Q

J Walter Thompson

A

expanded to women’s magazines because women controlled the finances

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24
Q

Bernice Fitz-Gibbon

A

pioneered retail ad- Macy tagline- it’s smart to be thrifty

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25
Q

Bill Bernbach

A

creative director DDB

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26
Q

Leo Burnett

A

Ads had personality- Tony Tiger and shit

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27
Q

David Ogilvy

A

Brand Image, story telling, power of brands, research

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28
Q

Rosser Reeves

A

Unique selling point

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29
Q

Jack Trout

A

Positioning

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30
Q

Mary Lawrence

A

I Love NY- Copywriter

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31
Q

Marketing

A

process to find and retain customers to make money

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32
Q

Market

A

Region and type of buyer

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33
Q

Consumer Market

A

s

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34
Q

Business to Business Market

A

s

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35
Q

Institutional Market

A

s

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36
Q

Reseller Market

A

s

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37
Q

4 Ps of Marketing Mix

A

Product, Price, Promotion, Placement

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38
Q

Product

A

The thing you are selling or the service

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39
Q

Price

A

the amount the consumer pays for the product or service

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40
Q

Promotion

A

the communication- the advertising, public relations, and promotions

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41
Q

Place

A

distribution, getting the product from the manufacturer into the hands of the consumer

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42
Q

Promotional Mix

A

Advertising, Public Relations, Sales Promotion, Online and Direct Marketing

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43
Q

Public Relations

A

a strategic communication process that builds mutually beneficial relationships between organizations and their publics

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44
Q

Sales Promotion

A

the media and non media marketing pressure applied for predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability

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45
Q

Online and direct Marketing

A

a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer, with advertising techniques that can include mobile, text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising

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46
Q

What is an Advertising Agency

A

a business organization, composed of creative and business people, who develop, repair and place advertisements in advertising media for sellers to find customers for their goods and services

47
Q

Why hire an agency

A

advertisers know their business, they provide an objective point of view, they creative professionals, and they have connections

48
Q

Full service agency

A

provide five major functions- account management, research, creative, account planning, media planning and buying

49
Q

Industry focused agency

A

focus on specific stuff like agriculture or healthcare

50
Q

Minority Agency

A

provide specific knowledge and expertise in advertising to minority groups such as Asians, African Americans, etc

51
Q

Creative Boutiques

A

concentrate entirely on the development and execution of creative

52
Q

Media Buying Services

A

specialize the planning and buying of media for clients

53
Q

In House agency

A

owned and operated by the company- disney’s yellow shoes- don’t outsource

54
Q

Account Management

A

the liaison between the advertising agency and the client. handle all affairs client

55
Q

Account Planning

A

use various research techniques to gain information, knowledge, and insights about the target market so that consumer centered advertising can be produced

56
Q

Media Planning

A

translate the marketing objectives into a media plan- make decisions like where to advertise, when to advertise, how long and what media would be best to use

57
Q

Media Buying

A

implements the media plan by contacting media outlets and buying time and space to place each ad

58
Q

Creative Director

A

Person in charge of all the creative for the campaign

59
Q

Art Director

A

responsible for producing the visual elements of the advertising campaign and are skilled at creating advertising for all of the forms of media

60
Q

Copywriter

A

produces the words to go with the visual created by the art director

61
Q

FTC-Federal Trade Commission

A

monitors advertising to make sure the claims are truthful, that they are not deceptive or unfair, that they are factual, and they there is evidence to back up the claims

62
Q

Self Regulation

A

advertising monitors itself and holds advertisers responsible responsible for the claims they make in their advertisements

63
Q

NAD- National Advertising Division

A

division of better business bureau that reviews factual claims and truthfulness in national advertising- specifically product performance claims

64
Q

CARU- Children’s Advertising Review Unit

A

self regulatory program to promote responsible children’s advertising- not deceptive to children

65
Q

ERSRP- Electronic retailing self regulation program

A

enhance consumer confidence in electronic retailing by providing a quick and effective mechanism for resolving inquiries regarding the truthfulness and accuracy of claims in direct response to advertising

66
Q

OIBAAP-Online interest based advertising accountability program

A

regulates the use of online behavioral advertising and gives consumers control over whether advertisers can use their information for targeted advertisements

67
Q

Puffery

A

a term frequently used to denote the exaggerations reasonably to be expected of a seller as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined

68
Q

Comparative Advertising

A

when an advertiser compares their brand to another brand or indirectly in an attempt to show the superiority of their brand, the advertiser is participating in comparative advertising

69
Q

Endorsements

A

any advertising message that consumers are likely to believe reflects the opinions, beliefs, findings, or experiences of a party other than the sponsoring advertiser, even if the views expressed by that party are identical to those of the sponsoring advertiser

70
Q

Sex and Bad Taste

A

hope that people will have an increased interest in a brand because of the sex appeal but sometimes it just makes you go ew

71
Q

Stereotyping

A

generalizations, or assumptions, that people make about the characteristics of all members of a group, based on an image about what people in that group are like

72
Q

Subliminal Advertising

A

a signal or message designed to pass below the normal limits of perception

73
Q

Consumer Behavior

A

it is the behavior of the consumer or decision maker in the market place of products and services

74
Q

Consumers

A

Those who buy and those who use

75
Q

Target Audience

A

includes all of the people who can be reached or influenced by the advertisers messages- da whole tree

76
Q

Target Market

A

try to appeal to everyone and you won’t appeal to anyone- ogilvy- the individuals who are most likely to buy the product

77
Q

Market Segmentation

A

divide the target audience up into pieces of potential buyers

78
Q

Demographics

A

gender, age, marital status, religion, education, income, occupation

79
Q

Psychographics

A

all the psychological factors that make up a person such as values, attitudes, personal beliefs, hobbies, behaviors

80
Q

Lifestyle

A

the way the person lives- social relations, consumption, entertainment, and dress

81
Q

Buying Behavior

A

the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding consumer’s behavior in the marketplace when purchasing a product or service

82
Q

Geographics

A

where a person lives

83
Q

Purchase Funnel

A
  1. Awareness 2. Consideration 3. Purchase 4. Loyalty 5. Advocacy
84
Q

Types of Research

A

Secondary, Primary, Qualitative, and Quantitative

85
Q

Secondary Research

A

uses info that has already been gathered form outside sources and is published in books, newspapers, magazines, trade publications, government reports, academic journals, etc.

86
Q

Primary Research

A

new research that is conducted to answer specific questions not answered in secondary research

87
Q

Qualitative

A

involves the collecting, analyzing, and interpreting of data by observing what people do and say and then providing an in-depth description

88
Q

Quantitative

A

explaining phenomena by collecting numerical data that are analyzed using mathematically based methods- how many, how often, what percentage

89
Q

Mintel, MRI, ProQuest, and EBSCO

A

online research tools- da suppliers

90
Q

Why do we research?

A

to discover insights

91
Q

Types of Quantitative Research

A

Library research, internet research, trade associations, secondary research suppliers

92
Q

Types of Qualitative Research

A

Focus groups, interviews, friendship groups, pantry studies, Ethnographies, collages, cartoon bubbles

93
Q

Surveys

A

obtain information from large groups of people to help make strategic decisions, make questions easy to understand, keep questions short, don’t ask double barreled questions, avoid biased words or terms, avoid double negatives, make things mutually exclusive, bold, italicized, blah blah, include all possible choices

94
Q

Insights

A

the capacity to gain an accurate and deep intuitive understanding of a person or thing- explains why

95
Q

Strategic Planning

A

the process of determining objectives, deciding on strategies, and implementing tactics

96
Q

Strategy

A

how you intend to accomplish the objectives

97
Q

Consumer Insight

A

a simple truth that applies to the target market that helps you understand why they buy, why they don’t buy, or some other aspect of the way they behave

98
Q

Brand Insight

A

the benefit that the consumer receives from using the brand- what your brand that no other brand has

99
Q

Features vs. Benefits

A

features are like literally what it does where as benefits are like the emotional reward. I use the soap to get clean and I get laid

100
Q

Strategy Statement

A

where the consumer and brand insight come together

101
Q

Maslow’s Hierarchy of needs

A

most important to least 1. physio 2. safety 3. social 4. esteem 5. self actualization

102
Q

Consumer Advertising

A

directed to the ultimate consumers of the products

103
Q

Industrial Advertising

A

aimed at manufacturers and distributors to advertise products that will help keep their business operating

104
Q

Professional Advertising

A

directed at professionals like doctors, professors, engineers, etc. who, in addition to using the products for their businesses, are expected to recommend or prescribe the products to consumers

105
Q

Print Advertising

A

appears in newspapers, magazines, journals, handbills, etc- popular with retail and local advertising

106
Q

Electronic or Broadcast Advertising

A

appears on radio, television, motion pictures, video, and the internet

107
Q

Out of Home Advertising

A

any advertising found outside the home ie billboards, posters, etc

108
Q

Online advertising

A

employs the internet to deliver advertising messages to consumers-email marketing, banner and skyscraper ads

109
Q

Social Media Advertising

A

uses social media sites such as facebook, twitter, pintrest, and others to communicate advertising messages to consumers

110
Q

Alternative Media Advertising

A

all advertising that does not fall under any of the other types of advertising

111
Q

Digital interactive Agency

A

fast growing, design websites, establish a social media presence, manage company blogs, service a company’s SEO, etc

112
Q

objectives

A

what you want to accomplish or the desired outcome of the advertising

113
Q

Tactics

A

the creative elements the advertiser uses to make the strategy come to life

Intro to Advertising (1 decks)

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