Advertising

Question 1

Definition

Answer 1

message
- that aims to persuade a target audience
- transmittable almost throght any medium

Question 2

Adveritising genre

Answer 2

• parasite: because
• • it atttaches itself to other artefacts
• • invades time/space of other genres
• • adopts discourses and genres from other areas of life
• hybdirs: advertorials, adverts that have presentation, format, content and stil // newspapaer articles to confuse readers so that they are less skeptical. waht is different are
• • claims made
• • no divergent voices
• • general tone // advertising

Question 3

Communication process

Answer 3

1. sender source
2. message
3. audience/receiver
4. channel
5. feedback

Question 4

Sender source

Answer 4

conveys credibbilitu and trsutworthiness
could be a celebrity, the ceo, an expert or a typical person

Question 5

message

Answer 5

promotional text
- b2b, b2c, i2i, i2c
strategy
- cognitive, conative, affective
framework
- animation, slice of life, informative, dramatization, demonstration, testimonials, authoritative, fantasy

Question 6

receiver/audience

Answer 6

attention to culture
- hight vs anthropological
- global advertising: connecting with an audience as broad as possible to save money
- mechanisms
- - adaptation: ->
- - localization: adjust text to maintain its pesuaisveness
- - translation: tranfer of concepts
- - transcreation: to sound natural
- - glocalizaion: non verbal elements

Question 7

channel

Answer 7

• types of distribution channels (tv, radio, social media, billboards, mail, print)
• impressions = n of times a consumer is exposed to an advertisment

Question 8

types of advertising: communication channels

Answer 8

print advertising
radio advertisinf
televizion advertising
internet advertising

Question 9

types of advertising: content/aim

Answer 9

product advertising
- aim: persuade of uniqueness of product
- uses: information adn assosiacion (metaphors and analogies)
- features
- - nothing’s superflous
- - desire to draw attention
- - uses rethorical figires
institutional advertising
- aim: support a particular cause and promote an organization
- negative aspects
- - monopoly
- - cost without effective gain
- - mislead customers
- types
- - public service announcements (social welfare issues, increase public awareness, no profit)
- - advocacy advertising (influence opinions about a issue)

Question 10

brandname, trademark and logo

Answer 10

• BN: identifies a product, manufacturer or producer
• TM: registred brand name, company has legal rights to use it
• Logo: distinctive graphic design to identify an organization

Question 11

creative strategy

Answer 11

identify
- target audence
- objectives (inform, persuade, reminder )
developer
- appeal (informative or emotional)
- message

Question 12

Pros and cons

Answer 12

advdantages
- legitimacy
- permanence
- quality
- credibility
disadvantages
- cost
- reach target audience

Question 13

AIDA formula

Answer 13

attention
interest
desire > convinction
action

Question 14

vs publicity

Answer 14

• publicity = notice or attention give to someone/smth for free by the media
• commercialize vs prodive info
  paid vs for free
  positive vs both
  company vs others
  control vs no control