Advertising

Question 1

Who were the first advertising agents?

Answer 1

newspaper space brokers: individuals who purchased space in newspapers and sold it to various merchants

Question 2

What is subliminal advertising?

Answer 2

a term that refers to hidden or disguised print and visual messages that allegedly register in the subconscious and fool people into buying products

Question 3

What is a focus group as it relates to advertising?

Answer 3

a focus group is a market research method that brings together 6-10 people in a room to provide feedback regarding a product, service, concept, or marketing campaign. A trained moderator leads a 30-90 minute discussion within the group that is designed to gather helpful information

Question 4

What are psychographics?

Answer 4

the most popular psychographics are personality traits, lifecycle stage, interests, attitudes or beliefs, and activities. Marketers could conduct an analysis of consumer lifestyles to create a detailed customer profile

Question 5

What is viral marketing?

Answer 5

short videos or other content that marketers hope will quickly gain widespread attention as users share it with friends online or by word of mouth

Question 6

What are demographics?

Answer 6

statistics that describe populations and their characteristics such as age, race, and sex

Question 7

What are the 4 possible branches in advertising agencies?

Answer 7

1. creative development
2. media selection
3. account services
4. market research

Question 8

What does VALS attempt to study of consumers?

Answer 8

the values, attitudes, and lifestyles of consumers in order to explain the psychological dimensions of consumer behaviors

Question 9

What are the 3 motivations identified by VALS research?

Answer 9

1. Ideals: guided by knowledge and principles( thinkers and believers)
2. achievement: goal-oriented, image is important(achievers and strivers)
3. self expression: needed for variety, risk, or physical activity(experiences and makers)

Question 10

What are the 8 consumer types in VALS research?

Answer 10

thinkers, believers, achievers, strivers, experiencers, makers, survivors????

Question 11

3 motivations?

Answer 11

????

Question 12

What is Integrated Entertainment Partners, and what do they do?

Answer 12

it is a company of ad executives and entertainment heavyweights that search movie/tv scripts for ways to integrate products into these programs

Question 13

What are webisodes?

Answer 13

short films that act as a blend of entertainment and advertising

Question 14

brand integration?

Answer 14

????

Question 15

product placement???