Chapter 12 Flashcards
National Advertising Review Board (NARB)
investigates consumer complaints as well as complaints made by an advertiser’s competitors.
associative advertising
this product is associated with these lifestyle ideals
demonstrative advertising
functional benefits of a product or service
frequency capping
limiting the number of times a user sees the same commercial message in a given period of time.
consumer culture
a culture in which personal worth and identity reside not in ourselves but in the products with which we surround ourselves.
What are the 6 typical ad agency departments?
- Administration
- Account management
- Creative Department
- Media Department
- Market Research
- Public Relations
What are the 9 types of advertising?
- Institutional or corporate advertising
- Trade or professional advertising
- Retail advertising
- Promotional retail advertising
- Industrial advertising
- National consumer advertising
- Direct Market Advertising
- Out-of-home advertising
- Public Service Advertising
corrective advertising
that is, a new set of ads must be produced by the offender that corrects the original misleading effort
puffery
that little lie that makes advertising more entertaining than it might otherwise be
When is an Ad a lie?
When it lies outright, Lies by implication, or does not tell the whole truth
Copy testing
measuring the effectiveness of advertising messages by showing them to consumers
Demographic segmentation
the practice of appealing to audiences defined by varying personal and social characteristics such as race/ethnicity, gender, and economic level
psychographic segmentation
that is, appealing to consumer groups with similar lifestyles, attitudes, values, and behavior patterns.
VALS
a psychographic segmentation strategy that classifies consumers according to values and lifestyles
Three VAL segments
Thinkers, believers, and makers
What are the 3 categories of intentional imprecision?
unfinished statements, qualifiers, and connotatively loaded words and expressions
cease-and-desist order
demand made by a regulatory agency that a given illegal practice be stopped
Prosumer
proactive consumers who reject most traditional advertising and use multiple sources
In what two ways do consumers express dissatisfaction? How does this affect contemporary advertising?
exit and voice. To exit is to just not buy the product and voice is to express why they don’t like a product and what they would like instead.
Demographic Segmentation
the practice of appealing to audiences defined by varying personal and social characteristics such as race/ethnicity, gender, and economic level
psychographic segmentation
that is, appealing to consumer groups with similar lifestyles, attitudes, values, and behavior patterns.
FTC
Federal Trade Commission which had duties monitoring and regulating advertising
USP
Unique Selling Proposition
the aspect of an advertised product that sets it apart from other brands in the same product category
NARB
National Advertising Review Board
to monitor potentially deceptive advertising
The Defenses of Advertising
- Advertising supports our economic system
- People use advertising to gather information
- Demonstrative Advertising (benefits)
- Associative Advertising (lifestyle)
Specific Issues/Complaints of Ads
- Advertising is intrusive
- Advertising is deceptive
- Advertising exploits children
- Advertising demeans and corrupts culture
AIDA approach
Attract, Interest, Desire, Action
Advertising Agency Industries 5 different ways to prepare ads
- Programatic buying (online buying)
- Boutique agencies (small specialized)
- Retainer (agreed upon price for services/month)
- Commissions (15% of cost for timespace)
- In-house agencies (located within the company)
What are two ways to measure the effectiveness of advertising?
- Copy testing
- Forced exposure
- Recall and Recognition testing
