Chapter 15 - Advertising Flashcards
Advertising
Nonpersonal communication paid for by an identified sponsor using mass media to persuade or inform.
Product Advertising
An advertising message that focuses on a specific good or service.
Institutional Advertising
An advertising message that promotes the activities, personality, or point of view of an organization or company.
Advocacy Advertising
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
PSA (Public Service Advertisements)
Run by the media without charge for not-for-profit organizations or to champion a particular cause.
- President’s address.
- Required by FCC
Direct Action Advertising
- Has prices and timelines
- Trying to get someone to do something immediately.
Indirect Action Advertising
- Don’t take action now
- More of FAB of a product, educating
Types of Advertising
- Product
- Institutional
- Advocacy
- Public Service
- Direct Action/Indirect Action
Effective Advertising
- Attention
- Understood
- Believed
- Remembered (hate ads)
- Likeable (more effective)
- Benefits (get attention, then explain)
Limited-service agency
Provides one or more specialized services such as media buying or creative development.
Full-service agency
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.
Creative Strategy
The process that turns a concept into an advertisement.
Advertising Appeal
The central idea or theme of an advertising message.
- Logical (high involvement)
- Emotional
- Celebrity
- Sex (know goal or else it distracts)
- Fear
- Humor
Unique Selling Proposition
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.
Effective Spokesperson
Someone who speaks for the company
- Recognizable
- Likeable
- Attractive
- Overcome hardship
- Credible
Story Line
- Ad designed to tell a story
- Created overtime with multiple ads
Product Benefits
- Key term
- Do the unexpected and then explain the benefits
Slice-of-Life
- Presents a dramatized scene from everyday life.
- Good for mundane activities or everyday products.
Life Style
- Shows a person attractive to the market in an appealing setting.
- Extracurricular activities
Demonstration
- Ad shows a product in action to prove that it performs as claimed.
- Observability
Testimonials
- A celebrity, expert, or typical person states the product’s effectiveness.
Still Life
- Bowl of fruit
- Jeep in forest
Association
- Some connection is shown.
Montage
- Quick sequence of events.
Analogy
- Used to help people understand things.
Jingles & Slogans
- Jingle - set slogan to music
- Slogan - memorable linguistic device.
Formats of Advertising
- Story Line
- Product Benefits
- Slice-of-Life
- Lifestyle
- Demonstration
- Testimonials
- Still Life
- Association
- Montage
- Analogy
- Jingle
Pretesting
Seeks to minimize mistakes by getting consumer reactions to ads before they appear in the media.
Copy Testing
Measures the effectiveness of ads by determining whether consumers are receiving, comprehending, and responding to the ad according to the plan.
Aperture
The best place and time to reach a person in the target market group.
Place based Media
Transmit messages in public places where certain types of people congregate.
Media Selection and Cost Consideration
- 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)
Puffery
Speaking higher about something than it really is.
Unaided recall
Telephone survey or personal interview that asks whether a person remembers seeing an ad during a time period.
Aided Recall
Uses clues to prompt answers from the people about ads they have seen.
attitudinal Measures
Probes a consumer’s beliefs or feelings about a product before and after they have been exposed.
