Adv ch.1 -2 Flashcards
Any paid of non- personal communication about any organization, product, service or idea by an identified sponsor
Advertising
Three criteria must be met for a communication to be classified as advertising:
1.The communication must be paid for.
2.The communication must be delivered through mass media.
3.The communication usually must be
attempting to persuade
Specific messages designed to
persuade an audience
Advertisement
An integrated series of ads and promotions that
communicate a central theme or idea
Advertising Campaign
Coordinating promotional tools with advertising to build and maintain
brand awareness, identity, and preference.
Integrated Brand Promotion
the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations.
Marketing
Who are the advertisers
Trade Resellers
Manufactures and services Firms
Government
Social Organizations
Promotion Agencies include:
Direct Marketing/ Database E-commerce Sales Promotion Event Planning Design Firms Public Relations Firms
Advertising Agencies Include
Full-Service Creative Boutique Interactive In-House Media Specialists Promotion Agencies Direct Marketing
Era where “Dailies” grow in popularity and advertisement was considered and embarrasement for so,e
Era Industrialization 1800-1875
Advertising find glamour and fame.
Ads play on social anxieties. Segmentation begins by social class
The 1920s
Big Business is vilified——advertising turns to harsh. anxiety ads. Radio emerges as a new medium
The Depression
Products are related to Patriotism
Fascination with “science” Fascination with “science”
Subliminal advertising scare hits
WWII and 50s
Top 1950’s advertisement
Doyle Dane Bernbach (Think Small VW) David Ogilvy (Hathaway Shirt) Leo Burnett (Tiger Tony)
Woman and minorities adopt new roles.
Hendonistic Values.
Regulation and overseeing take hold.
1970s
The blending of advertisement with entertainment programming.
Brand placement is key
Brand entertainment (Advertainment)
Social Aspects of Advertising
Educates Consumers Improved Living standards Affects Happiness and Well Being Demeaning and deceitful pr liberating and artful Powerful effect on Mass Media
Ethical Aspects of Advertising
Making false or misleading statements
Puffery (exaggeration) is legal
Persuasion to children
Targeting to Minorities
Grass roots consumers movements
Consumerism
