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Advertising Midterm > Midterm > Flashcards

Midterm Flashcards

(47 cards)

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1
Q

Groups in the advertising industry

A

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

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2
Q

Local advertising

A

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

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3
Q

McDonalds is an example of what type of local advertiser

A

Dealer/Local franchise that specialize in a product or service

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4
Q

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

A

Stores that sell a variety of merchandise for convenience

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5
Q

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

A

Specialty business

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6
Q

Charity is an example of what type of local advertiser

A

Government/nonprofit

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7
Q

Product Advertising

A

Promotes specific products

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8
Q

Regular Priced Line Advertising

A

Informs regular pricing

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9
Q

Sales advertising

A

Stimulates sales of particular merchandise

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10
Q

Clearance advertising

A

makes room for new products

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11
Q

Regional advertising

A

Operates in one part of country or state

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12
Q

National Advertising

A

Companies that sell in many regions or countries

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13
Q

Transactional Advertising

A

Globally, international structure

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14
Q

Agency of Record

A

Only agency a client works with

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15
Q

Agency in Review

A

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

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16
Q

Full service agency

A

Does everything MarComm Related (advertising, social PR)

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17
Q

Account Planning

A 
Determines what clients want
Runs business
Sells agency
Manages client relationships
Academically focused and good at strategic thinking
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18
Q

Creative Department

A

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

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19
Q

Media Planning and Buying

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A

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

20
Q

V8 Research method

Study These Flashcards
A

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

21
Q

Maidenform research method

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A

Mall intercept, surveyed 3,000 women

22
Q

AT&T research method

23
Q

What is advertising

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A

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

24
Q

Advertising is not

Study These Flashcards
A 
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
31
Georgraphic
Address, location, climate, region
32
Psychographic
Values, attitudes, lifestyles are the three main categories that mold and shape physcographics. For any company trying to appeal to a certain consumer or group of consumers, this would be a good place to start.
33
4 step creative model
Explorer (finds ideas), artist (develops and implements), judge (evaluates), warrior (overcomes setbacks and makes idea a reality)
34
Brand
Promises made to customers based on multiple experiences over time delivered with consistently high levels of quality and value that are perceived to be unparalleled relative to competition
35
Ethical
Means doing what is morally right in a given situation
36
Social responsibility
doing what society views as best for the welfare of people in general or for a community of people
37
FTC
FTC regulates products sold in interstate commerce, has a mission of ensuring that the nation's markets function competitively, and are vigorous, efficient, and free of undue restrictions.
38
Deceptive advertising
any ad that contains a representation, omission, or practice, that is likely to mislead the consumer
39
Unfair advertising
when a consumer is unjustifiably injured or there is a violation of public policy. Due to inadequacy of complete information.
40
Comparative advertising
compares brands to claim superiority to competitors. Ads are legal in the US (and encouraged) as long as they are truthful.
41
Speculative presentation
what an agency will do before they sign on. The presentation process allows the agency and the advertiser to get to know each other before they agree to work together.
42
Stages of agency/client relationship
prerelationship stage, development stage, maintenance stage, termination stage
43
Creators of influence
those people or groups whose ideas or actions others respect
44
Clutter tests
test commercials are shown with noncompeting control commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses
45
Central location tests
respondants are shown test commercials usually in shopping centers and questions are asked before and after
46
Tyler Oakley
worth $8 million) = social media king, build personal brand by talking about what he likes and turned it into a business with sponsors and advocates for the LGBT community. Collaborations with other YouTubers benefits everyone.
47
Baby Scumbag
prank videos earned him a huge YouTube following and sponsorships from skateboarding companies, using the money to support his family

Advertising Midterm (1 decks)

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