Advertising

Question 1

newspapers

Answer 1

• reading is a focused activity so advertisers know that ads in newspapers are more deeply considered
• older and better educated, wealthier = readers
• “backbone of retail advertising”
• traditionally been used by businesses seeking local (general) audience

Question 2

magazines

Answer 2

• longer shelf life
• shared more often; higher pass along circulation
• higher quality ads
• more specialized
• selective editing lets you be more precise

Question 3

radio

Answer 3

narrowcasting allows situations to be specialized and go after certain people

• comparably inexpensive
• repetition of ads
• drives home ideal initially presented on more expensive media
• used in supplementary way - local advertisers (more focus on newspaper); national (most focus on TV)

Question 4

television

Answer 4

• preferred media for advertisers (audio and visual); especially for national companies (national audience)
• expensive
• TV is structured to deliver viewers to advertisers - TV shows are bait

Question 5

18-49 year old

Answer 5

• young with money - before consumer patterns are fixed; no brand loyal
• median age on TV = 50 ~ younger crowd moved to Internet
• want families - buy more; old people tend to live alone
• increased focus on baby boomers b/c not like parents and are willing to buy new products; cling to idea of youth
• ideal viewer = 39 year old women w/ family, expendable income, lives fashionable are

Question 6

scatter plan

Answer 6

• common pattern
• use spots (ads)
• take sports and scatter across a variety of programs over a variety of nights
• advertisers often don’t specify show - network places ads for them

Question 7

sponsered plan

Answer 7

• all the advertising paid for by one company for a show
• original plan of ads on TV
• became too costly for advertisers and not most efficient way to reach potential consumers - more restrictions for networks
• still some sponsored situations

Question 8

infomericals

Answer 8

30-60 minute programming on TV

• often include demonstration
• old school but still effective
• customer is usually women over age of 40

Question 9

Internet

Answer 9

good for specialization

• niche sites; less wastage of ad; more people potentially
• targeting individuals that are right for your product
• inexpensive, still work in progress
• easier to measure extent that ad works -clicked or not

Question 10

overlay ads

Answer 10

-internet advertising

ad over content on screeen

Question 11

hyper targeting

Answer 11

-internet advertising
very specific targeting, scour online profiles, can look at email content, use cookies to track where you go online, tailored to you as in individual

Question 12

flog

Answer 12

-a fake blog used for advertising purposes

Question 13

viral marketing

Answer 13

-internet advertising

spreading of ad by making to so exciting/engaging that consumers send it to friends; spread ad from person to person

Question 14

institutional ad

Answer 14

• other category of ad
• does not seek immediate purchase of product
• develop image related to product/advertisers
• develop good will towards a company
• done by aligning company with note-worthy goals

Question 15

Federal Trade Commission

Answer 15

• regulation of advertising by government
• punishes false adverting
• can issue cease and desist

Question 16

corrective ad

Answer 16

• can be issued by FTC
• can force companies guilty of false advertising to run
• have to run ad yourself telling how you lied and mislead the public and apologize

Question 17

Federal Communication Commission (FCC)

Answer 17

if advertisers broaches issues of public importance, the FCC can force the running of counter ads

Question 18

counter ads

Answer 18

ads from the other point of view
ex/ cigarette smoking deemed a public harm; had to run 1 public service announcement for every 3 cigarette ad ; very effective

Question 19

self-regulation

Answer 19

media won’t accept certain types of ads

-ex/ LA Times doesn’t accept ads for strip club

Question 20

branding

Answer 20

• so company will stand out, differentiating product, making them seem unique
• logos last a decade and half - some are timeless; some re-vamped
• problem; danger if name becomes too successful; can loos legal rights; enter English for that - ex/ yo-yo

Question 21

testimonies

Answer 21

• strategies and techinques of advertising

- tales of use of product

Question 22

fear

Answer 22

• strategy of advertising
• makes you afraid that unless buy these products something will be wrong with you; offer fear, give products as solution

Question 23

integrative

Answer 23

• strategy to prevent people avoiding ads
• integrate ad into entertainment content
• ex/ product placement, most accepting in reality TV

Question 24

TV in context

Answer 24

• strategy to prevent people avoiding ads
• tying ads to the context in which they appear
• On-Star commercial after break in Borne Supremecy

Question 25

use of virtual ads

Answer 25

• strategy to prevent people avoiding ads
• using technology where you can superimpose image on a television screen
• ex/ ads in background of sporting events but not actually there in reality

Question 26

Super Bowl

Answer 26

• is an advertising venue
• largest television audience, reach most people
• viewers expect high quality ads
• people tend to watch commercial
• internet extends this by allowing you to watch it later if you miss it; can send to friends; discuss commercials online
• most expensive ads