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Flashcards in Midterm Deck (47)
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1

Groups in the advertising industry

Advertiser, Client, Supplier (provides service like photographer), Media (sells time/space)

2

Local advertising

Advertising made locally, consumer sales are made or lost locally, half of advertising dollars spent local

3

McDonalds is an example of what type of local advertiser

Dealer/Local franchise that specialize in a product or service

4

Convenience or grocery store is an example of what type of local advertiser

Stores that sell a variety of merchandise for convenience

5

Shoe repair/hair salon is an example of what type of local advertiser

Specialty business

6

Charity is an example of what type of local advertiser

Government/nonprofit

7

Product Advertising

Promotes specific products

8

Regular Priced Line Advertising

Informs regular pricing

9

Sales advertising

Stimulates sales of particular merchandise

10

Clearance advertising

makes room for new products

11

Regional advertising

Operates in one part of country or state

12

National Advertising

Companies that sell in many regions or countries

13

Transactional Advertising

Globally, international structure

14

Agency of Record

Only agency a client works with

15

Agency in Review

Clients contract is up
Client is unhappy
Looking for a change/renew contract
Happens a lot

16

Full service agency

Does everything MarComm Related (advertising, social PR)

17

Account Planning

Determines what clients want
Runs business
Sells agency
Manages client relationships
Academically focused and good at strategic thinking

18

Creative Department

Maker of all things
Copywriters (art directors, designers)
Designers of ads, commercials, and billboards

19

Media Planning and Buying

Behind the scenes more
Deals with sales reps
Develops budgets and plans media strategy
Buys and negotiates ad spots

20

V8 Research method

Content analysis: when asked to look at a TV commercial and be asked to respond their feelings on the ad

21

Maidenform research method

Mall intercept, surveyed 3,000 women

22

AT&T research method

Focus group

23

What is advertising

Advertising are communications where you pay money to place them in purchased or rented space/time
Traditional-Print
New media-online

24

Advertising is not

Filers, brochures, catalogs, direct mail
Business signs
Web site
Newspaper articles
BUT it all works together in Integrated Marketing Communications

25

What to analyze in advertisements?

Product sold, create a feeling, soundtrack, actors, does it get your attention, who is the target audience, is it persuasive, would you buy it, does it create sales or reinforce behavior?

26

Criticisms of ads

Stereotyping
Demeaning
Repetitive
Increase cost of product
Creates false wants/needs

27

Positives of advertising

Show us how to find product/service
Teach about health/safety
Creates jobs
Entertaining

28

Demographics

Gender, age, income, occupation, education, household size, and stage in family life cycle

29

Sociographic

Being social/social media

30

Behavioral

degree of loyalty