Advertising

Question 1

What is advertising? Where does the word come from?

Answer 1

This is drawing attention to something or notifying or informing somebody of something
-The word is derived from the latin term ‘ad verte’ which means to turn the mind towards

Question 2

What is the primary role of advertising?

Answer 2

To establish the place of a brand in the market by raising awareness of its existence and providing consumers with info on its potential benefits

Question 3

What is meant by a brand being in a consumers evoked set?

Answer 3

This is a pool of alternative products/brands that consumers would consider purchasing to satisfy a need

Question 4

What is meant by the term salient?

Answer 4

Salient means stand out
- So to be part of a consumer evoked set advertisers must ensure a brands attitudes are communicated in a way that makes them salient

Question 5

What things must happen for a brand to be considered in the evoked set?

Answer 5

1) Adv message must have been clearly transmitted through a medium or media that reached the target market
2) Consumer must develop or retain a positive disposition towards the brand

Question 6

What are the hierarchy of effects models? and whats the main example?

Answer 6

• Over the years advertisers have generated a number of models to explain how advertising works
• The earliest models focused on a hierarchy of effects where advertisers lead consumers through a series of steps
• AIDA MODEL LEWIS 1898

Question 7

What did Lewis Theorise with his AIDA model?

Answer 7

• In order to maximise their success, salespeople had to attract the attention of consumers, maintain their interest to generate desire which then prompts action from the consumer

Question 8

What does AIDA stand for?

Answer 8

Awareness
Interest
Desire
Action

Question 9

What was the DAGMAR model?

Answer 9

This was another hierarchy of effects model which also assumed consumers move from state of awareness, comprehension, conviction and finally action. However this had the additional focus on marketers ability to measure the effectiveness of their advertising campaigns.

Question 10

What did DAGMAR stand for?

Answer 10

Defining advertising goals for measured advertising results

Question 11

What is an advantage of using these hierarchy of effects models?

Answer 11

• Provides advertisers with the steps to ensure they are ticking off all the steps
• Meaning its a useful tool

Question 12

What are the disadvantages of using hierarchy of effects models?

Answer 12

• Consumers aren’t always rational like the models suggest, some buy a product then they find out the information and being to like it
• Sometimes commodity products (low level involvement) don’t have their brand name remembered
• Critics disagree that theres a direct link between advertising and sales

Question 13

What 4 things are key for the successful transmission of the advertising message?

Answer 13

1) Clearly defined target audience
2) Target audience have access to the advertising message
3) Message needs to be in a form the target audience will understand
4) Consumer involvement effects the degree to which an advertising message is registered and processed

Question 14

Whats involved with a clearly defined target audience ?

Answer 14

• Advertisers need to be sure of who they are trying to communicate with or they will struggle to formulate an effective advert
• Target audience should be defined in terms of their demographic profile, geographic location, attitudes to product area etc

Question 15

Whats involved with the target audience having access to the advertising message?

Answer 15

• Ensuring the target market have easy access e.g. online adverts wouldn’t be approbate for those with low computer ownership

Question 16

Why is it important the advertising message is in a form the target audience will understand?

Answer 16

• e.g if an advertisement included compact vocab this wouldn’t be viable for someone who has a low literacy rate

Question 17

How does consumer involvement impact the degree to which a consumer registers and processes an advertising message?

Answer 17

• High involvement = more attentive to brand related communications
  Low involvement = not as attentive, this is common in most product areas so advertisers need to be as creative as possible to engage consumers.

Question 18

Why is creativity good in IMC?

Answer 18

It enhances the chance the once an advertising message is received, the consumer will process the message in a way that supports the overall campaign

Question 19

What tactics are used in adverts to engage customers?

Answer 19

Metaphors, Similes, pun, negatives, shock tactics, emotional appeal, sex appeal, humour etc

Question 20

What is ad liking?

Answer 20

The degree to which the audience likes a particular advertising message
high levels= linked with empathy, personal relevance
Low levels = Linked to overly receptive and confusing adverts

Question 21

What is effective media scheduling?

Answer 21

• This ensures that a sufficient number of the target audience will be exposed to a message at one time
• E.G TV adverts placed during certain shows at certain times when the target audience are likely to be watching

Question 22

What is meant by ‘reach’?

Answer 22

Reach- the estimated size of the audience that would have the opportunity to see the message

Question 23

Whats meant by ‘frequency’ ?

Answer 23

Average number of times a member of the audience is likely to be exposed to an advert

Question 24

What is meant by ‘wearout’?

Answer 24

The additional value obtained from each exposure decreases as disengagement begins due to boredom, decrease in opportunity to learn etc

Question 25

What is meant by ‘wearin’?

Answer 25

A form of habituation where any hostility to a new or unfamiliar message is overcome

Question 26

How can ‘wearout’ be reduced?

Answer 26

• More than one version of an ad

- Take it away for time period

Question 27

What is krugmans three exposure theory?

Answer 27

Krugman proposed that in order for the perfect campaign in must have three exposure stages

1) Introduced to the audience - Snippets released
2) Opportunity to process the campaign - release date given
3) They recognise the message - actual release

Question 28

What is a generic message in advertising?

Answer 28

• This advertisement directly promotes the products attributes or benefits without any claims of superiority
• Popular with those who are brand leaders/dominate the industry

Question 29

What is a preemptive message in advertising?

Answer 29

• One which is a claim of superiority of the product benefits or its attributes

Question 30

What is meant by resonance?

Answer 30

• Connecting a brand with a consumers experiences in order to develop strong ties between the product and the consumer

Question 31

Why is humour good in advertisements?

Answer 31

• Causes consumers to watch, laugh and most importantly remember
• Helps helps fix the brand in the consumers cognitive structure with links to positive feelings

Question 32

How do marketers employ sexuality into advertisements?

Answer 32

1) Sensuality - Images of romance and love

2) Sexual suggestions

Question 33

How do celebs help brands when they are featured in their campaigns?

Answer 33

• Celebs stamp of approval enhances brand equity
• Can create emotional bonds with brands
• Help establish brand personality