Advertising Test 1 Flashcards
What is the difference between advertising and marketing? Why is marketing the umbrella profession under which advertising now falls?
Advertising is the/ structured and composed/ non personal communication of information/ paid for and persuasive in nature/ about products (goods, services, ideas)/ by identified sponsors through various media
Marketing- is the old term for the research that is intended for the advertisement to work. You need the background research. Not much different now b/c of digitalization
What differentiates advertising, as a mass media message, from other kinds of mass media messages?
Paid, designed to persuade, not to entertain/ enlighten
What is the “Stern Model” of advertising? What are its most important elements?
Makes ad’s work- explains product and puts consumer using product
What is a SWOT analysis? What’s being referred to when one refers to the “external environment” and “internal environment”?
Strengths, weaknesses, opportunities, threats
Understand the significance of the attitude- behavior model. What are some of the things an advertiser can do to strengthen the connection (the-part) of the attitude-behavior link?
Advertisement to make people do things by putting there in attitude. Attitude makes behavior
What’s the difference between deceptive ads and unfair ads? Why are they not protected by the first amendment?
Deceptive- contains a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment.
Unfair- takes advantage, doesn’t give side-effect disadvantage
What is the difference between central route and peripheral route processing of ads? Why do television advertisers generally prefer the peripheral route of persuasion rather than central.
Peripheral- takes advantage of cognant features you watch without realizing
Central- demands your attention and forces you to look
Why is the Internet such a significant advancement in allowing marketers to more percisely target groups to whom they want to advertise?
Phones give more data of what you do which allow advertisers to be more predictable of what you like.
Have a general sense of how advertising got started in this country… What social/economic conditions led to an environment friendly to advertising.
The economy allowed for $ spent
How does advertising relate to a free market economy?
Oil in which gears run. Informs us of new products and keeps the economy moving- prices lower w/ partionism
What are some of advertising’s unintended social consequences? How has advertising changed American society socially and culturally?
Stereotypes people, cultures, races
Understand advertisings relationship to the first amendment to the constitution.
Advertising is protected by the first amendment
- Food and drug
- If deceptive/unfair they step in
What is puffery? Is it legal? What are some examples?
Puffery- legal exaggeration that doesn’t defeat reason.
What was the Golden Age of advertising?
- what is the unique selling proposition?
- what is positioning strategy?
Right after WWII, middle class on rise, consumer economy
(Media analogical not digital)
- what differentiates products
- who in public will want this and how do I get them?
What characterizes the post Industrial Age of advertising?
Pixelation of audience, advertisers can pick you out of a group and market to you.
