Advertising Flashcards
Who was early advertising directed at? What were the ads like?
- Merchants
2. Simple, like classifieds, items for sale, etc.
When was the industrial revolution? What did it bring? What happened to advertising in this time?
- 1830s
- Advances in technology and diffusion of innovations
- Advertising surge.
What is puffery in ads? When did it occur?
- Exaggerating the truth, false claims, patent medicines
2. Late 1800s
- What did the Pure Food and Drug Act of 1906 create?
2. What did it require?
- Created FDA
2. Required prescriptions for certain drugs and warning labels on habit forming drugs
What was the trade code of ethics?
A code of ethics for advertisers
What did television advertisement become?
- Became entertainment (example: Jingles that were remembered)
What is target marketing?
- Compete
- Specialized markets
- Circulation waste
- Specialized magazines developed
- Localized radio
In today’s industry, client spend ___% of their revenue on stuff they see on ads.
20%
What do agencies do?
- Create (ad campaign)
- Produce
- Place messages
What are in-house agencies?
Advertising team in company
What are boutique agencies?
Handles creative aspects
What are full-service agencies?
Outside company
What do research departments study?
• Demographics • Psychographics = Hidden aspects of audience • Copy research (content) ○ Pretest ○ Post-test
What are corrective ads? What are the often required by?
- Public service ads by athletes, celebrities, etc.
2. Often required by FTC
What is counter advertising?
Advertising that takes a position contrary to an advertising message that preceded it. Such advertising may be used to take an opposing position on a controversial topic, or to counter an impression that might be made by another party’s advertising.”
What are three ways of social marketing?
- Behavior and attitudes change
- Fear appeals
- Graphic issues (can go too far)
What are some negative stigmas associated with ads?
- Trashy reputation (pop ups, “you’re a guaranteed winner!)
- Push legal limits
- Bait and switch = bait you in and switch it up to make you spend more
- Training kids = saturday morning cartoons
What is search engine advertising?
Paying for an ad to show up more prominently
What is viral marketing?
Word of mouth. Good or bad for the company depending on who does it. (for example, Obama girl vs McCain girls)
What are parity statements?
Comparisons between two things (often used in ads, for example Mac vs PC)
What are some examples of product placement?
Chevy cars in transformers and Ellen at the Oscars using a Samsung Galaxy the entire time
