Advertising Literacy Final Flashcards
MRI Pioneers (3)
Provides valuable, new, hard to find info. U.S produced 55% of info. Internet surveys are popular but lacking
Current Characters: Victor Earnest
Ernest Victor
Europena German- trained by Freud to be a psychoanalyst:Subconcious has many controllers: A person’s descriptions of life are symbolic. Wrote Strategy & Desire inpsired by Frued
Cher Study
Researchers studied Cher & plastic surgery & found that many viewers respected her in private but ignored her in public due to perceptions of her surgeries
Data Services Primary
Finding the most reliable and direct source of information, which in this case is typically the consumer.
Data Services Secondary
Company collects data they then put into a service they then sell it. They do primary research and pulish it as a book of data for convenience
Syndicated Data Service
Gather and update data on various topics each year for clients who need secondary research. Companies will then subscribe to them for convenience
Customized Data Services
Representative will conduct research to answer a clients specific questions for exorbitant prices ranging $50k. Uses detailed situational and SWOT analysis
Target Audiences Segmentations (6)
GDSPGB (God’s Pig Barn)
A. Geographic Segmentation
B. Demographic Segmentation
C. Social Class Segmentation
D. Psychographic Segmentation
E. Geodemographic Segmentation
F. Benefit Segmentation
Geographic Segmentation (TA)
A company divides its market based on location, like country, region, or city. This helps businesses tailor their products and marketing to specific areas. ->Limited in olden days because of the rail road.
Demographic Segmentation
(TA)
Enduring characteristics: Gender, race, ethnicity, educational level, household income
Social Class Segmentation
(TA)
Psychological variable. Beliefs of each class: Middle vs Lower
Middle: Orderly world (Focused on future)
Lower class: Enjoyment (Focused on present)
*Gambling, Addictions
Psychographic Segmentation - William Wells (TA)
A “family of tests.” Chicago developer William Wells created 12 segments/life-types based off of 100 statistics & variables. Studied patterns & traits clustered together. Wells created video skits/stories depicting all 12 to clients to better understand their target audience.
Geodemographic Segmentation
Psychographics + Geographics
Birds of a feather -> Clumping neighborhoods/similar people together
Benefit Segmentation (TA)
Different from other segmentations, starts with the product NOT demographics. *The different reasons/segments people make in purchasing. The Categories of Why?
Research Strategy (2)
Learning Everything You Can About Product & Company
B. SWOT:Strengths, Weaknesses, Opportunities, Threats
What are the things you see where you can emphasize fields people have yet
SWOT
Strengths, Weaknesses, Opportunities
Agency Team
An agency team does a ____ analysis to create a ___ and design an ___.
Uses situational analysis to create a pitch and design the actual actual ad
Marketing Analysis
The investigation and creation of a product that can meet unmet/lacking needs as the market is growing and the standard of life is much higher.
Consumer Analysis (The 6 Segmentations)
Finding the main consumer and audience.
Key: Figuring out, who are these people, the people I want to advertise to. Segmenting the general population into meaningful groups for your ads. Media Buyer must know the audience.
20 VS 80
20% of the population is responsible for 80% of wealth/ideas.
The idea that every we’re all created equal but we dont all perform equally
The Most Important consumer group
The loyal/basic consume r -> Needs reinforcement campaigns
Product Analysis
6PS
4Ps (Product,Price,Place,Promotion) Thinks of the product, packaging, multi-uses, pricing and sales, selling locations, etc
Product Price Place Promotion Packaging Purpose
Competitive Analysis
Do not go after big stake holders, go after smaller competitors, analyze, copy, build off of them
Media Analysis
Studying competitor’s media, analyze their ads, calculate their totals.
Situational Analysis (6)
PaCCMMan (PCCMMM)
Product Analysis
Consumer Analysis
Competitive Analysis
Market Analysis
Media Analysis
Message Analysis
Message Analysis
Effectiveness of putting out messages, finding if ads have been viewed (ad-break through), finding of people paid attention and are aware of your product/services/ads.
Recommendations (2)
Marketing Goals
1. Sales
2. Market Share
Sales
Comparing how well you did in the current year and the past year. Creates space for recommendation that is both promising and realistic
Market Share
Pie Chart of competitors. The pie has a zero sum. Growing by 2% means competitors shrink by 2% while you make 2% more. Advertising helps you reach your increase goal.
Advertising Objectives (4) (AAAR)
- Awareness – conveying knowledge
- Attitudes – creating positive evaluations
- Action – trying and buying
- Reinforcement
Copy Platform
Target Audience (CTA) Primary vs Secondary
Primary: Demographics, psychographics, mental purchasing process.
VS
Secondary:
Consumers who are undecided or have negative perceptions of your product. (You need to then figure out why and correct this!)
Message Strategy -> Key Benefits of the Sell (3)
PFC PaCiFier
1.. Physical Features
2. Functional Features
3. Characterizational Features
Physical Features (MS)
House manufacturer quality
EX:Buy our product/toothpaste we have more fluoride in our product than any competitor
People want to buy for the physical property
Purchasing Decision (4 Square)
High Thinking
Low Thinking
High Feeling
Low Feeling
High Thinking
More expensive
Car House Furniture
Reflect your lifestyle
Flex
High Feeling
Makes you feel good
Makes you feel cool to others
Reinforces sense of self
Low Thinking
Things you probably need
Things you do not want to spend a lot of time getting
Household/Grocery Shopping
Low Feeling
Didn’t think hard
Typically isn’t good for you
“Impulse buy”
“I had a hard day I’m going to buy ___”
You may buy it when you’re bored
Typically not on your original list
Entertaining/Satiates boredom
High involvement ads
Focus on m__, i__,e___. Hire a ____.
Ads need to be focused on Mood Image Emotion
Typically hire an attractive spokesperson
Functional Features (MS)
How the product is used:
Ex:
Buy our product it comes in a pump!
Waterbottle that closes itself
Addresses a need the target audience has that they can’t find a solution to
Characterization features (MS)
Psychological consequences of using the product
How you feel when you use the product or just after you use it
Trigger emotions to give emotional jag
Increase the product and how it is remembered
What is your key idea? KI (7)
PUP BAG
Preemptive
Unique Selling Proposition
Positioning
Brande image
Affective Resonance
Generic
Needs Copyright & Creative department -> Motivate to buy
Gold of Copyright and Creative
Fresh idea that has leveraged/changed the way people think about your product
Motivate them to go get it
Idea is viral and expands outside the ad
Long lasting
“Just do it” “You deserve a break” “Where’s the beef”
Generic (KI)
Simply describes the product the one idea that’s the most important
Ex: Burger
That’s it. Buy our burger. It costs $0.99
Preemptive KI
Generic + 1 Additional idea added in there
Claim of superiority
Ex: Burger
Buy our burger. It’s $0.99. It’s the lowest price in the county!
We are inexpensive + We are thee most inexpensive
Unique Selling Proposition KI
Making claims using the unique features of your product
Not always unique, sometimes deceptive
“Steamed bottles” “2 patties”
Brand Image KI
Older brands are more valuable
Creates a Cluster of emotions and memories that are generally positive
Positioning KI
Find the rank of your product
Repositioning Campaign
Changing people’s minds and feelings towards your product to more positive and relevant
Affective Resonance KI
Triggers emotions
Information facts
Much less important
What do we make people want to feel during this ad
Evoke pleasant emotions like nostalgia
Product Spokesperson
(Perceived) Credibility
Trustworthiness
Attractiveness
Understand their role in lots of ways make sure the person will be accepted the way you want them to by the target audience
Types of Effects on Individuals (4)
A. Awareness - Knowledge
B. Conviction - Attitude
C. Action - Behavior
D. Reinforcement
Awareness Knowledge
It’s easier to change attitudes with information, but not everyone moves from just being aware to changing their attitude in a simple way. not everyone goes from awareness to attitude
Conviction Attitude (4)
ICOO - COnvIctiOn
- Opinion Creation
- Canalization
- Opinion Conversion
- Immunization
Opinion Creation (CA)
means forming or shaping that belief or attitude, often through information, experiences, or persuasion.
Canalization (CA)
CONNECTION between your product and something else
Fond memories and your product connect with something else what symbol is most important to them
Opinion Conversion (CA)
the process of changing someone’s existing belief or attitude to a new one. It involves shifting their opinion, often through persuasion, new information, or different experiences.
Immunization (CA)
Trying to dictate conviction attitude before exposure, prepare audience for the ad to increase effectiveness
Stops competitors from fufilling their market share
Action - Behavior
Get people to try your product, if it matches what they like they will have a positive attitude and spread it. Risky since people reach for comfort first.
Reinforcement
Lets them know you’re still here
Feed their familiarity (comfort go to)
Target audience usually gets reinforcement campaigns
You want people to remember what they saw in your ad.
Characteristics Influencing Effects (5) (S,P,A,AM,M)
A. Characteristics about the Source
B. Characteristics about the Advertising Message
C. Characteristics about the Audience
D. Characteristics about the Product
E. Characteristics about the Media
Characteristics about the Source (TCA)
Trustworthiness
Credibility
Attractiveness/Dynamics
Characteristics about the Advertising Message (9) CAM (A FFOREST)
- Amount of change urged
- Rewards promised
- Majority opinion
- Familiarity
- Fear appeal
- Emotional or rational
- One-sided or two-sided
- Style of presentation
- Timing
- Amount of change urged (CAM)
The more change you ask for the more you are likely to get. Negotiation -> Asking for something reasonable and settling for something else (Borrowing the car example)
Rewards promised (CAM)
Make people think constructively and positively about you and your product. Prioritize positives of your product over negatives of your competitors. Don’t use too much fear. Be constructive and upbeat.
Majority Opinion (CAM)
Most people are risk averse, #1 brand=trustworthy, “Most people love this brand!”
Familiarity (CAM)
People are more comfortable when they see video products use easily stereotypical actors in the ads
Fear Appeal (CAM)
Different levels in different counties (Low works best in U.S, High is accepted in AUS) Too much turns people off, creates negative attitude , can be effective when used properly
Emotional and Rational (CAM) Neither is better =Situational
Logical appeals are better for intelligent audiences who like sophisticated information and discussion.
Emotional appeals get people excited and make them want to purchase right away. Works best for products that are bad for you = Candy
1 or 2 Sided (CAM) Neither is better =Situational
2 sided: Works for demographics, higher education, looks at both good & why you should be chosen over the competitors. Show people good reason to follow you and the consequences if they don’t.
1 sided:Works for lower educated, reinforcement campaigns are one kind, only shows the good side, narrows choices for you
*Comparative ad (cam)
Shows your product vs brand -> Do not name drop ->Just say how your product is better
Style of presentation (CAM)
Break through clutter, more dramatic, attractive, humorous, engage with competitors
Timing (CAM)
Media Buyers schedule 3 runs, buying cycle, REPETITION
Characteristics about the Audience (5)
CuPPID
Consumer needs, Personal needs, Persuability, Interpersonal Networks, Demographics
Persuasibility (COA)
Vulnerability (Related to IQ)
Bell Curve
Middle/Average IQ are the hardest to convince, won’t argue, won’t fuss. (60% of population)
High IQ:Too many questions, wants too many details
Personal Needs (COA❌)
Identify what individual consumers want or need, and how your product meets those needs.
Interpersonal networks (COA❌)
Consider the influence of friends, family, and social circles on consumer decisions.
Identify consumer needs (COA❌)
Recognize the core problems or desires your audience seeks to solve with your product.
Characteristics about the Product❌
DFQPB
Functionality: What the product does and how it benefits the consumer.
Quality: The level of excellence and reliability of the product.
Design: How the product looks and feels, influencing consumer perception.
Price: The cost of the product and how it compares to competitors.
Brand Image: The reputation and emotional connection consumers have with the product.
Characteristics about the Media❌(RFTCE)
Reach: The number of people the media can contact.
Frequency: How often the media message is delivered.
Targeting: The ability of the media to reach the specific audience you want.
Cost: The price of using the media for advertising.
Engagement: How the media encourages consumer interaction or attention.
Brief History of The Digital Advertising Industry
1990s: Internet + Computers + Wireless Communication
2000s:Smart phones
Sending of information
Internet advertising
Allows companies to _ info & int_r_ct for m__s_. Craft __audiences and _
Gives the ability to upload and compress more information. The internet is interactive, improves marketing strategies. Allows the craft of niche audiences and ways to contact them.
Traditional advertising industry
“Con game” RISK Dates back to the 1800s. Ran by (some in house) experienced experts who maximize success with high probability using research, media buying etc. Deals with lots of risks with massive failures despite expertise (Hollywood)
Digital Advertising
People are the experts. Focuses on individuals, audience representatives. Consists of eavesdropping on posts, conversations, SNS, data, unsolicited comments, reviews, praises/disses etc. Eliminates RISK.
Outbound (Campaigns) *Keep out!
Traditional Advertising: Outbound
Experts behind closed doors -> Plan campaigns & media buys for ads. Detailed plans, line by line, no imrpovisation. Stick to the plan.
Inbound (Campaign)
*Come in!
Digital Advertising:
All inbound!!! Tell us everything!!! Tell us how you want us to tell you when and where! We want to hear all of your praise, insults, etc Very flexible, goes with the changes, fit pieces not steps, uses the internet. Allows you to show potential consumers your ideas and plans etc Focuses on consumers as experts not experts as experts.
Push
Traditional Advertising Agency: Campaign pushes onto people. Objective: Provide awareness, find out if people are already informed, build around ONE FACT that is PUSHED. Ex:Attitude campaign ->Assume everyone has no/a bad attitude and push a positive one onto them.
You PUSH, hopinh they will respond the way you want them to.
Pull
Digital advertising agencies: Wants to hear ideas, pull information and ideas from audience. The listening ear: Always want to know more, adapts to the audience “talk to you in your language.” Understanding the clients mind, desires, needs, etc. Ex:At a car lot if the employee asks questions about you and what you are looking for first they are PULLING. Data PULLING
Digital Agency organization characteristics
Adapt to fast and many changes. Titles are constantly changing. Builds off traditional. TEAMS instead of departments. Stimulates group work.
Digital Agency Roles (M,AS,AP,CT,PT) = CAAMP
DO NOT CALL THEM DEPARTMENTS
TEAMS: Interactive and interpersonal
Teams are responsible for clients, the role is not assigned to one person!
Management
Account Services
Account Planning
Creative Team
Production Team
Management Team (DAR)
Strategic management
Systems base
Eye on the big picture
Account Services Team: Account Executive + Account Planning (DAR)
The Butler and the E-MailMan (People & Websites)
Account executive:
Not as formal as TAA.
Focus: Client Satisfaction
Responsible for spending time with clients making them feel good and confident. Responsible for getting new business, making the agency appealing.
Account Planning Team:
Similar to media buyers. Focus: Spreading messages/Websites
Get the audience to your website
Skillfully creating a feel good website
Assists with the design of the clients website (buttons, pages, navigation, attraction etc)
Creative Team (DAR)
Similar roles as TAA but with more flexibility, ambiguity, and do-overs.
Uses audiences as partners
Ex: Write an ad for our contest and get free coupons!
Production Team 7 (DAR)
SUAVVED
DEVS
Roles developed in the last decade!
Producing media buy, website, etc
7 kinds of people
1.Digital Marketing Managers
2.Various Content Managers/Strategists
3.Email marketing
4.Searching Engine Specialist
5.UX
6.AI
7.Virtual reality
Digital Marketing Managers (PTR)
Formerly Creative Directors
High level position/Top of the team -> Formerly Creative directors at TAA.
Strategic
Crafts the big picture and fits pieces together
Various Content Managers/Strategists
Have _ knowledge. They _ as they _. Create good _& expand them.
Has institutional knowledge.
Digital Perspective:
Make it up as you go while bringing knowledge from specific industries
Makes good reputations
Expands it
Email Marketing Specialist
Experts in email communication (many industries) Emails and interacts with clients, designs messages with specific jargon and abbreviations, makes 10k people believe the email is personable. Gets attention and evokes responses.
Have a responsibility to contact people and get them to learn more about your product or change their attitude etc by speaking in their own language and acting like a friend
Search Engine Specialist
Knows how searches (ex:google) are conducted. Knows SEO. Responsible for making client hit the tops of the search list.
Note: Clicks can cost $5-15
People who study and are tasked with the idea: Collect as many customers as you can to the website especially those who will potentially be consumers and users of our products
Knows and understands keywords by studing other websites and searches
Rated by how many more people got to the website, stayed, purchased etc
Can you bring people and the right people
Metrics (5)
Amoeba (AAMEB)
Attitudes Measures
Audience Involvement Measures
Measures of Emerging Needs
Exposure Measures
Buying Product Measures
Sources of Information
RAMMSS
A. Ratings Services
B. Monitoring Social Network Sites
C. Monitoring Searches
Problems For Advertisers (2)
- Zombie clicking
- Flaming
Problems for Consumers (3)
FIL
- False ratings
- Invasion of privacy
- Limiting choices
Metrics
The data collected by people that run, update, and monitor their client’s website.
This data is called analytics: Visits, clicks, time spent, identity etc
Exposure Measures (MTR)
(Basically the analytics they take + ctr)
Who
Time spent
Clicking Pages
Clicking from where
How often
IP adress
Unique visitors
Click through rates >Redirection to other pages: Subsidiaries
Attitude Measures (MTR) 3
LCB
Rating Attitudes: 3
1.Number of likes
2.Comments posted
3.Brand Perception
Audience Involvement Measures 5 (MTR)
CORDS -> CRRDS
1.Completion rate
2.Number of downloads
3.Number of times people share information from the website to their friends
4.Number of recommendations
5.Number of referrals
Buying Product Measures (MTR)
Hint:Patterns…
Sales: Valuable because you have a sale and a sale linked to all the activity that leads up to that
That shows you a pattern
Lets you nudge users towards pages
Ratings Services
Yelp Trip Advisor Angip
Monitoring Social Network Sites
Posters,influencers, bloggers
Goal: Grow the audience
Business:Formal looking at analytics
Trying to go viral
Commercial investors monitor what you say about yourself, how you present yourself, who you are. They find a need you have and investigate if many others have the same need. INCREASING EAVSDROPPING
Monitoring Searches
More important than monitoring websites is what comes before people get on the website
Earlier the better
How did these people get to my website and why? What did they need?
Search pattern are also keys
Page Rank
Click Throughs
PFA Zombie clicking
This refers to users mindlessly clicking on ads without genuine interest, leading to wasted ad spend.
People will click through web searches without being legitimate consumers
Way to subvert competitors
PFA Flaming❌
This involves angry or hostile online comments that can damage a brand’s reputation.
Writing bad reviews even when you haven’t tried the product (shipping issues and you never got it)
PFC False Ratings
Consumers may be misled by fake or manipulated reviews, leading to poor purchasing decisions.
More likely to go online and see reviews→ helps consumer decide what decision to male
HOWEVER, 40% of all reviews that are out there are faulty
PFC Limiting Choices❌
Consumers might feel restricted by narrow product options or biased recommendations based on algorithms.
PFC Invasion of Privacy❌
Personal data may be collected without consent, causing concern over privacy violations.
Measures of Emerging Needs
You reduce _ and make netizens _. You monitor _ & _. You look for _.
Focuses on the future, help clients do good advertising, talk more people in, and go beyond by helping them develop products. Reduces risk and exercises interactive features of the internet. Monitors SNS,rating sites, collect your activity, looking for dissatisfaction. Creates products to solve problems for large audiences. Create products people will also just give in and try.
Buying Funnel
(TIMBR)
Get as many people as you can to your website- top of funnel
Give them info on what the product is, motivation to buy product
Get them to use the product, maybe send them a sample
Then they buy the product
Want to reinforce them
Information, Motivation, Trying, Buying, Reinforcing
Using Search Engines to Attract Visitors to Website 2
A. SEO: Search Engine Optimization
B. SEM: Search Engine Marketing
SEO: Search Engine Optimization
Hiring a person trained in SEO to help give a better understanding of how people search for products; mainly using key words
SEM: Search Engine Marketing
Creatively understanding how wording affects the drive to your website. Big picture
Personalized Interactions 2
A. Influencers
B. Electronic Word Of Mouth (eWOM)
Influencers
Recruiting someone who has a way with words and a sense of leadership.
Electronic Word Of Mouth (eWOM)
An influencers job
refers to online conversations and recommendations about a product, service, or brand shared by real people rather than the company itself. This includes social media posts, online reviews, forum discussions, and influencer endorsements. eWOM is powerful because it feels more authentic and trustworthy than direct advertising, influencing purchasing decisions and shaping public perception.
Ratings Services 2
Act as a ___ and give the ____.
A. Source of Information
B. Opportunity to Influence
Source of Information
RS
Reading comments to find specifically what people like
Opportunity to influence
Rating services have influencing power.
You can give people incentives to leave good reviews
Recommender Systems (3)
TiPS
A. Purpose
B. Types
C. Stickiness
Gamification (2)
Existing games and Advergames
Existing Games
Game collaborations (and their announcments)
Takes one that is entertaining -> Use it convey information
Advergames
(AMG)
Create your own game and create prizes that will motivate people to stay on the website
Native Advertising
Paid advertising: Content blends with the platforms regular content which makes it less obvious. Non-disruptive and engaging while casually promoting. Misleading;Looks like editorial content
Advertorials
Essays that people write to look like op-eds in newspapers but are actually ads—super manipulative.
Concerns (4) CNC
MAFIA -> MMIFIA
A. Misleading
B. Manipulation
C. Increases Fragmentation
D. Influence without Awareness
____________
*Misleading: Digital ads and sponsored content often blur the line between facts and promotion, making it hard to tell what’s real.
Manipulation: Algorithms and targeted messaging exploit emotions to subtly influence decisions and beliefs.
Increases Fragmentation: Personalized content bubbles divide audiences, reinforcing biases and limiting open discussion.
Influence Without Awareness: People absorb opinions and behaviors from persuasive digital tools without realizing they’re being influenced.
Misleading CNC
Native advertising is an example. Using puffery and fraudulent methods (like influencer & fake/hired reviews)
Manipulation CNC
Ex: Recommender system ->Takes answers from an initial questionnaire, identifies you, gives you a list from the 12k options and narrows it down to an algorithm for you
Increased Fragmentation CNC
Political, splitting people apart, people want more followers and loyalty etc Discouraging you from leaving your niche audience! Pushing you into different niches.
Influencing without awareness CNC
Hint: NO
Convincing you of a natural order:
Of course you will drive a ___
Of course you will buy a ___
Of course you will own a ___
Creating a reality
You are the primary target
Protect your base -> Keep people loyal
Virtual Reality Developers and Editors
Make people feel they are in another world visually that you created, shift their mindset. If you create this for a car company for example and people drive in the VR and want to buy the car after you succeeded.
UX Designers
Make the user experience on the website as attractive and compelling as possible so they stay as long as possible and make your website stickier = heighten the ranking.
Analysts & AI Specialist
Responsibility: Find functions that are important, are human dependent, and take a long time then find a way to automate them with AI and implement them into the client’s website in a way that is useful and not flashy
Types of Campaigns (9)
KABRROIPP (KPPIBRROA) CAPYBARA!
Knowledge, push, pull, inbound, behavior, reinforcement, repositioning, outbound, attitude
Knowledge Campaign
(FAB)
Facts
Attitude: Shape feelings about the product
Behavior: What people are doing about the product
Behavior Campaign
What people are doing about the product
Reinforcement Campaign
MOST - Primary target, most money into making sure they are satisfied with the products and they know you still exist and are trustworthy
Copy Platform
A guide or framework that outlines the key messages, tone, and style for creating consistent and effective ads. It helps the creative team stay on track by defining the brand’s voice, target audience, and main selling points for the campaign.
It’s like a blueprint for writing ad copy!
