Advertising Flashcards
Ad by the number
$500 billion per year
Is there a solution to ad clutter?
more ads, less impact
Ambient Ads
Ads so prevalent, do not notice
Ex; Kit-Kat bench
What is advertising?
message delivered through mass media, attempts to create desire and persuade. Selling idea, goods, services and sponsor pays.
Advertising is the…
The “glue” that holds together mass media
Maslow’s Hierarchy of Needs
Seld-Actualization esteem love safety physiological From Low to High
In the Beginning…
barkers and announcement. There are pinups, shopbills, netbooks
Ex: Land Sales, transportation and runaways/slaves
Before the civil war
small industry, published in newspapers and local retailers
How does advertising start to change?
civil war, industrial revolution, country moves from agriculture to industry
What happened in 1850s with advertising?
national advertising begins and brands are born
Advertising in magazines
magazines deliver an audience/market they also flourish
manufactures have a space to tell their stories and by ads
How does advertising expands
there was an abuse of patent medicines
Radio
ads keeps radio free
products=Program (soap operas)
How does money into advertising?
research and marketing on a national scale
How does The Great Depression change advertising?
the hard sell ( you need this) fudging the truth, consumers reports.
Ex; Campbells Soups “everybody needs soap!”
What does the FTC stand for and start doing during The Great Depression?
Federal Trade Commission: starts regulating advertisements.
World War Two
Production of consumers goods comes to a halt and ad start to promote patriotism, sacrifice and government
What did the war advertising council do?
promotes the war efforts
What is the advertisement council doing now?
public service for nonprofits and causes
Ex: Love has no labels
Consumerism Returns
the war ends, people have more leisure time and more money and more children. TV comes to every home
Advertisements and Television
ads with sounds and pictures, you cans see the products in action and unique selling propositions
What was the best ad ever?
“Think Small” Volkswagen
You and Advertising
We spend at least one year of are life watching TV commercials
Super Bowls Ads
$5 million for 30 seconds
paying for access to 114 million people
What are ad trends?
Humanizing the brand (telling a story ex: southwest)
Humor, collaborative economy (I need and you have)
You create content (Starbucks cup contest) and viral videos
Why do we need advertisements?
Support economic system, new product and inform the public and make media “free”, increase productivity, standard of living
Why don’t we need advertisement?
promotes materialism, ads don’t include useful information, media systems don’t need ads and we are defined by what we buy.
are ads exploit children?
children see too many ads, can’t differentiate ads and can’t make judgement. Companies sponsor educational materials
Can kids recognize brands before they can read?
yes- children ages 3-5 can recognize 50 different brands
Consumer Culture
Personal worth and identity from products we buy
Ad Strategy
attention, interest, desire and action
What the difference between puffery and deception?
Puffery is exaggeration and it legal and deception lies and it illegal
Regulation bad ads
cease-and desist, corrective advertising, puffery
Lies: outright, omission and implication
What is Branding?
Clear identity for the consumer, a company’s logo or trademark, setting your product apart
Is advertising protected by the First Amendment?
Yes-You have the right to circulate goods, services, and images for products
As long as the products are legal
As long as your info is truthful
What makes ads controversy?
Violence, secularization, nudity and stereotypes
What type of research do advertiser do?
copy testing , recall testing, awareness tests and neuro-marketing research
Challenges for advertisers
computer technology, online shopping, social networking
More Challenges
return on investment, creativity, prosumers and fragmented audience and global markets
