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Marketing 3010 > Chapter 15 - Advertising > Flashcards

Chapter 15 - Advertising Flashcards

1
Q

Advertising

A

Nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform.

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2
Q

Product Advertising

A

An advertising message that focuses on a specific good or service.

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3
Q

Institutional Advertising

A

An advertising message that promotes the activities, personality, or point of view of an organization or company.

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4
Q

Advocacy Advertising

A

A type of public service advertising

  • Seeking to influence public opinion on an issue because the org. has some stake in the outcome
  • Advocate strong opinion
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5
Q

PSA (Public Service Advertisements)

A

Run by the media without charge for not-for-profit organizations or to champion a particular cause.

  • President’s address.
  • Required by FCC
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6
Q

Direct Action Advertising

A
  • Has prices and timelines

- Trying to get someone to do something immediately.

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7
Q

Indirect Action Advertising

A
  • Don’t take action now

- More of FAB of a product, educating

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8
Q

Types of Advertising

A
  • Product
  • Institutional
  • Advocacy
  • Public Service
  • Direct Action/Indirect Action
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9
Q

Effective Advertising

A
  • Attention
  • Understood
  • Believed
  • Remembered (hate ads)
  • Likeable (more effective)
  • Benefits (get attention, then explain)
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10
Q

Limited-service agency

A

Provides one or more specialized services such as media buying or creative development.

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11
Q

Full-service agency

A

Provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final message.

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12
Q

Creative Strategy

A

The process that turns a concept into an advertisement.

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13
Q

Advertising Appeal

A

The central idea or theme of an advertising message.

  1. Logical (high involvement)
  2. Emotional
  3. Celebrity
  4. Sex (know goal or else it distracts)
  5. Fear
  6. Humor
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14
Q

Unique Selling Proposition

A

An advertising appeal that focuses on one clear reason why a particular product is superior.
- Focuses on a need and how the product can satisfy the need.

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15
Q

Effective Spokesperson

A

Someone who speaks for the company

  1. Recognizable
  2. Likeable
  3. Attractive
  4. Overcome hardship
  5. Credible
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16
Q

Story Line

A
  • Ad designed to tell a story

- Created overtime with multiple ads

17
Q

Product Benefits

A
  • Key term

- Do the unexpected and then explain the benefits

18
Q

Slice-of-Life

A
  • Presents a dramatized scene from everyday life.

- Good for mundane activities or everyday products.

19
Q

Life Style

A
  • Shows a person attractive to the market in an appealing setting.
  • Extracurricular activities
20
Q

Demonstration

A
  • Ad shows a product in action to prove that it performs as claimed.
  • Observability
21
Q

Testimonials

A
  • A celebrity, expert, or typical person states the product’s effectiveness.
22
Q

Still Life

A
  • Bowl of fruit

- Jeep in forest

23
Q

Association

A
  • Some connection is shown.
24
Q

Montage

A
  • Quick sequence of events.
25
Q

Analogy

A
  • Used to help people understand things.
26
Q

Jingles & Slogans

A
  • Jingle - set slogan to music

- Slogan - memorable linguistic device.

27
Q

Formats of Advertising

A
  • Story Line
  • Product Benefits
  • Slice-of-Life
  • Lifestyle
  • Demonstration
  • Testimonials
  • Still Life
  • Association
  • Montage
  • Analogy
  • Jingle
28
Q

Pretesting

A

Seeks to minimize mistakes by getting consumer reactions to ads before they appear in the media.

29
Q

Copy Testing

A

Measures the effectiveness of ads by determining whether consumers are receiving, comprehending, and responding to the ad according to the plan.

30
Q

Aperture

A

The best place and time to reach a person in the target market group.

31
Q

Place based Media

A

Transmit messages in public places where certain types of people congregate.

32
Q

Media Selection and Cost Consideration

A
  • Mass vs. Direct? (more personalized - costs more)
  • Reach? (how many see the ads)
  • Frequency? (how many times is it shown)
  • Permanence? (newspaper is more permanent than radio. More permanent = more exposure)
33
Q

Puffery

A

Speaking higher about something than it really is.

34
Q

Unaided recall

A

Telephone survey or personal interview that asks whether a person remembers seeing an ad during a time period.

35
Q

Aided Recall

A

Uses clues to prompt answers from the people about ads they have seen.

36
Q

attitudinal Measures

A

Probes a consumer’s beliefs or feelings about a product before and after they have been exposed.

Marketing 3010 (14 decks)

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