Advertising and comms Flashcards
Push. Hard sell. One-way communications. What decade?
1940s
What defines advertising in 1950s?
Soft cell. Use of focus groups because brand image is important. Jokes are acceptable in advertising.
When were account planners and managers integrated to work together?
1970s
1980s. What defines this decade?
Tracking reports and trends; brand-building advertising.
When did the power of emotions in consumer decision making make an entry in advertising?
1990s
Behavioural economics in advertising was introduced in…
The 2000s
What drives advertising today?
Big data and how we can understand our customers through data.
How has ad spend changed in the last 40 years?
More tv channels & radio On-demand and skippable ads More consumer specialist magazines Direct mail targeting improved Development and dominance of internet
Name 6 types of agencies
Creative agencies, media agencies, digital, search, social media, integrated, direct marketing, PR, branded content, OOH
What type of contracts exist between agency and brand?
Commission based contracts, fee for hours worked, PBR payment by results.
What is CAP and BCAP?
Committee of advertising practice and broadcast commission of advertising practice.
What is the ASA’s mission?
The ASA’s mission is to make sure all advertisement remain legal, honest, truthful and decent
How is the U.K.’s advertising system regulated?
The system is self-regulatory for nonbroadcast advertising and co- regulatory for broadcast advertising
What does clearcast do?
It provides copy advice for TV, VOD and teleshopping.
What are the benefits of the self-regulatory system?
- Easier for consumers to complain
- Free for the taxpayer
- It is simple for advertisers: there is one body for complaints
- It is channel and technology neutral: all ads are regulated in the same way
- Harmonious decision-making: it’s all the decisions made by the same body
- Encourages CSR because it is in the best interests of advertisers to maintain cost-effective regulation
