Advertising Flashcards
When is advertisement spending up?
When production of goods and services is up
Importance of advertising to consumers
Consumers can know what is available to buy.
Advertising first took off where? Why?
In the US and Canada. Theory that democracy and advertising linked.
Why do some people suggest that democracy and advertising are linked?
People in North America had to formulate individual opinions due to democracy. They relied on information from the media to formulate political information. They also relied on the media to help with individual buying choices.
The media in democratic societies relies on advertising for most of its revenue. Without ads, no media»_space;> no source of information for individual opinions.
Criticism of advertising
Honest persuasion requires presentation of all options. Ads are one-sided = not honest persuasion, but coercion.
Media Plan
Lays out where ads are placed
Studies show that people look towards this type of media the most when ready to buy.
Newspapers
Pros of newspaper ads
Newspapers are hot media. People look towards newspapers the most when ready to buy.
Newspapers are tangible - possibility for coupons, saving ads.
Newspaper readers tend to be older, more educated, and higher earning than TV and radio audiences.»_space;> spend more
Newspaper ads can be ordered up to 48 hours before circulation. Last minute changes to ads
Cons of Newspaper Ads
Newspapers have trouble accessing young adult population - low readership, not picking up this habit as they mature.
Newspaper ads don’t look as good when printed on newsprint, which absorbs ink. (dull)
Traditional Media choices
Newspaper, Magazine, Radio, TV, pre-movie
Magazine pros:
Longer shelf-life than newspapers, large pass-along circulation, beautiful ads, specialized audiences
Shelf-life
Time in which a periodical is in use
Magazine cons:
Last minute changes difficult. Ads must be reserved up to three months in advance.
Radio pros:
Radio is a mobile medium that people carry with them, specialized audiences, last minute changes, inexpensive, wide availability, repeating advertisements to drive home the message like TV
Radio cons:
People tune in and out, listeners are inattentive (cool medium - Marshall McLuhan), no shelf life, no visual imagery
Known as the king of all media, king of all advertising
Television
Television pros
Wide, diverse audience. Moving and visual medium.
Television cons
Difficult to target a specific audience, high production costs and rates. Ad spaces must be reserved for months due to high demand. Ad clutter
Ad clutter
High costs of TV ads lead to shorter and shorter ads. Result is ad clutter - there are so many competing ads that all of them lose impact.
Most advertising dollars spent on which media?
Television
Why has pre-movie advertising been around for a long time, and recently took off?
Most people remember ads shown at the beginning of a movie, unlike other media. Most people don’t despise ads.
Online advertising pros
Inexpensive, many sites with niche audiences allowing for easy targeting (less waste), users can buy products online directly from the ad, without any intermediate steps (encourages buying).
Biggest player in web advertising
Google (search engine)
How Google does Search Engine advertising
Google has ad spaces on thousands of websites, many of them highly specialized, like blogs, and displays user oriented ads from their clients on these sites. If a user clicks a sponsored link, they are taken to a fuller advertisement, and Google charges a click through fee to the client and pays the site for every click through. Google also places advertiser links on its search engine results (even for internal searches) - also have click through fee process.
Elusive target for advertisers
Men 18 and older
advergame
Sponsored online game, usually for an established brand at its own site.
Gaming advertising pros
relatively inexpensive, games have audiences that advertisers struggle to reach - half of americans 6 and older play games. Messages in online games can be changed instantly
Gaming advertising cons
Games take many months to develop, so built in complicated ads need a lot of time.
Lowest Common Denominator Approach
Early advertising campaigns focused on building messages for the broadest possible audience, or the lowest common denominator (LCD)
Unique Selling Proposition (USP)
A result of the LCD approach. Involves emphasizing a single important feature of a product, real or not. Coined by Rosser Reeves
Leo Burnett
Argued that the USP should be real.
For an ad to be effective, what is important?
Redundancy
Why is ad redundancy problematic? What are the solutions to this problem?
Ad redundancy is expensive. Several techniques have been developed in an effort to resolve costs, including barrages, bunching, trailing, and multimedia trailing.
Barrages
Scheduling ads in intensive bursts, called flashes or waves.
Bunching
Short term ad campaigns - eg. ads for school supplies in August and September.
Trailing
Running shorter versions of ads after the original ad has been introduced (on one medium)