Advertising Flashcards
newspapers
- 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
magazines
- longer shelf life
- shared more often; higher pass along circulation
- higher quality ads
- more specialized
- selective editing lets you be more precise
radio
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)
television
- 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
18-49 year old
- 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
scatter plan
- 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
sponsered plan
- 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
infomericals
30-60 minute programming on TV
- often include demonstration
- old school but still effective
- customer is usually women over age of 40
Internet
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
overlay ads
-internet advertising
ad over content on screeen
hyper targeting
-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
flog
-a fake blog used for advertising purposes
viral marketing
-internet advertising
spreading of ad by making to so exciting/engaging that consumers send it to friends; spread ad from person to person
institutional ad
- 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
Federal Trade Commission
- regulation of advertising by government
- punishes false adverting
- can issue cease and desist
corrective ad
- 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
Federal Communication Commission (FCC)
if advertisers broaches issues of public importance, the FCC can force the running of counter ads
counter ads
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
self-regulation
media won’t accept certain types of ads
-ex/ LA Times doesn’t accept ads for strip club
branding
- 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
testimonies
- strategies and techinques of advertising
- tales of use of product
fear
- strategy of advertising
- makes you afraid that unless buy these products something will be wrong with you; offer fear, give products as solution
integrative
- strategy to prevent people avoiding ads
- integrate ad into entertainment content
- ex/ product placement, most accepting in reality TV
TV in context
- strategy to prevent people avoiding ads
- tying ads to the context in which they appear
- On-Star commercial after break in Borne Supremecy
use of virtual ads
- 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
Super Bowl
- 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
