Unit 6 Flashcards
Name and define the two forms of advertising.
Institutional advertising attempts to establish a positive image of the company, its services, and its reputation in the minds of the public.
Product advertising is directed toward the particular properties a company has for sale.
Explain the method used to write good advertising.
The AIDA standard says that if you want your ads to get results, they must capture the reader’s Attention, arouse Interest in your product, create a Desire for the product, and then prompt the reader to Action.
What is important to remember about capturing the reader’s attention?
This is the most critical step. If you don’t capture the attention, you can’t deliver the message.
What do many firms do to avoid confusion with their advertising plan?
Many firms choose to have a single person in the office in charge of watching advertising costs, controlling volume, scheduling the advertising that meets the objectives, compiling advertising data, and evaluating the effectiveness of the ads placed.
What kind of ad is illegal in many states?
Blind ads that do not identify the advertiser as a broker are illegal.
What is the difference between classified ads and display ads?
Classified ads are inexpensive, contain words only and are printed in the classified section of the paper.
Display ads are expensive, can contain words, pictures and graphics, and are printed outside the classified section of the paper.
Why is television becoming a more common advertising venue?
Many cable stations now run “community bulletin boards” that advertise items for sale, including real estate. Also, “home showcase” programs are becoming more common on the cable networks.
What is bait-and-switch advertising?
Bait-and-switch is advertising property or credit terms for a property that an agent doesn’t intend to sell or that is actually not available just to attract buyers for other properties the agent has for sale.
Why is it not prudent to describe buyers in ad copy?
If a licensee uses words that describe current residents or the neighborhood in racial terms, they will create liability for discriminatory advertising.
Give four examples of words or phrases that would be considered discriminatory, and three that would not, with regard to handicap, when writing an ad.
Discriminatory—no wheelchairs, able-bodied persons only, no deaf, or no handicapped parking.
Non-discriminatory—fourth-floor walk-up, walk-in closets, or wheelchair ramp.
How would you avoid the impression of racial steering when doing newspaper advertising?
Use a wide variety of newspapers and not just a particular neighborhood’s weekly newspaper.
Which of the following statements are illegal in real estate ads?
Those of the Catholic faith only accepted.
Salesperson Larry is writing an advertisement for one of his listings. Which of the following phrases should he avoid?
No wheelchairs
Which form of advertisement works well for an agent that deals with specialized properties?
Newsletters
Dan wants to be sure to capture his readers’ attention with the ads he writes. All but which of these would be effective techniques?
Use as little white space as possible.
