advertising final Flashcards
why is it so hard to write an ad?
because the sponsor is the client and the approver
who invented the teaching of advertising
David Ogilvy
what are the enemies of advertising?
hack, non-risk takers, genius surrounded by idiots, whiner, wacko, goal hanger, hour gobbler.
what is a hacky ad?
cliché
done to death
yucky
untrue
stereotypes
grammatically bad
boring
confusing
plagiarized
when the client moans and signs…
outwit? outplay? outlast the objections.
most forgotten band
u2
fave inventor (invented printing press)
Gutenberg
what is Pre-emption and who created it?
Albert Lasker. generic product feature and associate it with MY brand.
inventor of ‘YOU’ in ads
hopkins
what the frick is I.M.C
integrated marketing communication. (blends ad, marketing, PR) thanks to ms. Charlotte beers.
demarketing
discourage people to use your product less – it’s better for the long-term.
who invented Super Bowl ads??
Lee Clow
what can your ad not be? (3 things)
FALSE, MISLEADING, DECEPTIVE
what about spitting?
no person shall spit on the street!! get a flipping lawyer !!!!
name of feds that deal false misleading and deceptive ads
competition act bureau
who regulates ads
ad standards Canada. (they don’t want extra rules, so they regulate ads)
who says the “general impression” of ad cannot be false, misleading, or deceptive
ad standards canada
types of headlines
news
benefit
command
provocative
“dialogue”
question
(NBC pdq)
6 major alcohol rules
- can’t not encourage the general consumption of alcohol
- can’t promote illegal use of alcohol
- can’t associate alcohol with personal achievement
- can’t be directed to minors
- can’t promote things with motor vehicles or skills
- can’t have contests
what is the dismal science?
what is bad for you is good for economy… buy your way out of a problem.
what is consumerism
the idea you can transform your life by buying shit
what is compulsory consumption
stuff you think you need to buy
what is economics
study of how people consume.
what is the gruen effect
forget what you are shopping for, have fun at the mall
supply, demand, price relationship…
S ⬆️ D⬇️ P ⬇️
S ⬇️ D ⬆️ P⬆️
types of trad ads
print, radio, tv, OOH, direct mail
pr vs ad
$
goals
internal/external
persuasion?
which part of PESO
save vs make
build relations w public vs build markets
int & ext vs ext
persuade & inform vs persuade & sell
E vs P
types of sales promos
cupon
discount
loyalty card
free gift
contest/sweepstakes
co-op (church batman)
premiums
free sample
P.O.P (gum)
why have a sales promo
add value to brand
trade promos
slotting allowance (shelf spot)
buyback allowance
display allowance (movie theatre)
ad co-op
dealer premiums (free shit)
spiffs (cash prize for sales)
what is personal selling
sales, people to people
what is data marketing
taking people’s info and writing to them
what is direct mail
sending stuff to the mailbox
who TF is Claude Hopkins
invented YOU in ads AND MEDIA PLANNERS
what is a media planner
reaching the right people at the right place, time, and best-price.
track ads to see if they worked.
traditional ads are known as ____
interruptions
what is marketing all about?
$$MMONEYYY
4 Ps of marketing
Product
Place
Promotion
Price
writing a billboard ad
8 words max. the war for eyeballs
do a chair test
have an interesting graphic
what is marketing?
juggle the 4Ps to make $$hmoneyy
what is peripheral persuasion
aware but not engaged. though repetition.
what is a brand?
the product’s personality.
individual brandin
Unilever makes 3 diff toothpaste
family branding
same name for all products (Heinz ketchup, mustard, relish)
international, national, regional, local branding
coke… branded the same internationally
example of a private label branding
presidents choice
licensed branding example
flinstone vitamins. pay licencee to sell their brand
a benefit of branding is brand loyalty. what is brand loyalty?
people buy without thinking
a benefit of branding is price inelasticity. what is price inelasticity?
not flexible.
strong branding = less sales
a benefit of branding is long-term profits. what are long-term profits??
long-term profits lead to less sales
a benefit of branding: brand extensions. what is brand extensions?
500 types of kitkat. a brand moves on from its initial product to extend into more markets.
what falls under false, misleading, and deceptive ads
- visual distortions
- fake testimonials
- partial disclosures
- small print (that says something different)
- false promises
- incomplete descriptions
- misleading comparisons
types of ad campaigns
acquisition: get new customers
monetization: get $ from existing customers
engagement: make community of brand lovers
relevancy/awareness: good reputation
what is an ad campaign?
coordinated ads
one ad in many medias
many ads with the same look/feel/tagline
where to work to make the most $$$ in ad
in-house agencies “corporate”
what has online marketing changed about ads?
a dedication to make people think, not cringe.
