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advertising > advertising final > Flashcards

advertising final Flashcards

1
Q

why is it so hard to write an ad?

A

because the sponsor is the client and the approver

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2
Q

who invented the teaching of advertising

A

David Ogilvy

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3
Q

what are the enemies of advertising?

A

hack, non-risk takers, genius surrounded by idiots, whiner, wacko, goal hanger, hour gobbler.

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4
Q

what is a hacky ad?

A

cliché
done to death
yucky
untrue
stereotypes
grammatically bad
boring
confusing
plagiarized

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5
Q

when the client moans and signs…

A

outwit? outplay? outlast the objections.

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6
Q

most forgotten band

A

u2

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7
Q

fave inventor (invented printing press)

A

Gutenberg

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8
Q

what is Pre-emption and who created it?

A

Albert Lasker. generic product feature and associate it with MY brand.

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9
Q

inventor of ‘YOU’ in ads

A

hopkins

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10
Q

what the frick is I.M.C

A

integrated marketing communication. (blends ad, marketing, PR) thanks to ms. Charlotte beers.

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11
Q

demarketing

A

discourage people to use your product less – it’s better for the long-term.

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12
Q

who invented Super Bowl ads??

A

Lee Clow

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13
Q

what can your ad not be? (3 things)

A

FALSE, MISLEADING, DECEPTIVE

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14
Q

what about spitting?

A

no person shall spit on the street!! get a flipping lawyer !!!!

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15
Q

name of feds that deal false misleading and deceptive ads

A

competition act bureau

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16
Q

who regulates ads

A

ad standards Canada. (they don’t want extra rules, so they regulate ads)

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17
Q

who says the “general impression” of ad cannot be false, misleading, or deceptive

A

ad standards canada

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18
Q

types of headlines

A

news
benefit
command
provocative
“dialogue”
question
(NBC pdq)

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19
Q

6 major alcohol rules

A
  1. can’t not encourage the general consumption of alcohol
  2. can’t promote illegal use of alcohol
  3. can’t associate alcohol with personal achievement
  4. can’t be directed to minors
  5. can’t promote things with motor vehicles or skills
  6. can’t have contests
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20
Q

what is the dismal science?

A

what is bad for you is good for economy… buy your way out of a problem.

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21
Q

what is consumerism

A

the idea you can transform your life by buying shit

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22
Q

what is compulsory consumption

A

stuff you think you need to buy

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23
Q

what is economics

A

study of how people consume.

24
Q

what is the gruen effect

A

forget what you are shopping for, have fun at the mall

25
Q

supply, demand, price relationship…

A

S ⬆️ D⬇️ P ⬇️
S ⬇️ D ⬆️ P⬆️

26
Q

types of trad ads

A

print, radio, tv, OOH, direct mail

27
Q

pr vs ad
$
goals
internal/external
persuasion?
which part of PESO

A

save vs make
build relations w public vs build markets
int & ext vs ext
persuade & inform vs persuade & sell
E vs P

28
Q

types of sales promos

A

cupon
discount
loyalty card
free gift
contest/sweepstakes
co-op (church batman)
premiums
free sample
P.O.P (gum)

29
Q

why have a sales promo

A

add value to brand

30
Q

trade promos

A

slotting allowance (shelf spot)
buyback allowance
display allowance (movie theatre)
ad co-op
dealer premiums (free shit)
spiffs (cash prize for sales)

31
Q

what is personal selling

A

sales, people to people

32
Q

what is data marketing

A

taking people’s info and writing to them

33
Q

what is direct mail

A

sending stuff to the mailbox

34
Q

who TF is Claude Hopkins

A

invented YOU in ads AND MEDIA PLANNERS

35
Q

what is a media planner

A

reaching the right people at the right place, time, and best-price.
track ads to see if they worked.

36
Q

traditional ads are known as ____

A

interruptions

37
Q

what is marketing all about?

A

$$MMONEYYY

38
Q

4 Ps of marketing

A

Product
Place
Promotion
Price

39
Q

writing a billboard ad

A

8 words max. the war for eyeballs
do a chair test
have an interesting graphic

40
Q

what is marketing?

A

juggle the 4Ps to make $$hmoneyy

41
Q

what is peripheral persuasion

A

aware but not engaged. though repetition.

42
Q

what is a brand?

A

the product’s personality.

43
Q

individual brandin

A

Unilever makes 3 diff toothpaste

44
Q

family branding

A

same name for all products (Heinz ketchup, mustard, relish)

45
Q

international, national, regional, local branding

A

coke… branded the same internationally

46
Q

example of a private label branding

A

presidents choice

47
Q

licensed branding example

A

flinstone vitamins. pay licencee to sell their brand

48
Q

a benefit of branding is brand loyalty. what is brand loyalty?

A

people buy without thinking

49
Q

a benefit of branding is price inelasticity. what is price inelasticity?

A

not flexible.
strong branding = less sales

50
Q

a benefit of branding is long-term profits. what are long-term profits??

A

long-term profits lead to less sales

51
Q

a benefit of branding: brand extensions. what is brand extensions?

A

500 types of kitkat. a brand moves on from its initial product to extend into more markets.

52
Q

what falls under false, misleading, and deceptive ads

A
  1. visual distortions
  2. fake testimonials
  3. partial disclosures
  4. small print (that says something different)
  5. false promises
  6. incomplete descriptions
  7. misleading comparisons
53
Q

types of ad campaigns

A

acquisition: get new customers
monetization: get $ from existing customers
engagement: make community of brand lovers
relevancy/awareness: good reputation

54
Q

what is an ad campaign?

A

coordinated ads
one ad in many medias
many ads with the same look/feel/tagline

55
Q

where to work to make the most $$$ in ad

A

in-house agencies “corporate”

56
Q

what has online marketing changed about ads?

A

a dedication to make people think, not cringe.

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