chapter 2 Flashcards
what is Advertising ?
the promotion of a company’s products and services through different mediums to increase the sales of the product and services
why does Advertising work?
makes the customer aware of the product and by focusing on customer’s need to buy the product
what do companies alloy a huge part of their revenues towards?
they alloy a huge part of their revenues towards an advertising budget
what are the two sides of Advertising
awareness and attitude shift
what are the components in Awareness?
- product
- services
what are the components in Attitude Shift?
- brand
- government
- NGO (non government organization)
what are the 3 classifications?
- broadcast
- outdoor
what are the Broadcast sub classifications?
- TV
- radio
- Digital (social media)
what are the Print sub classifications?
- newspaper
- magazine
- poster
- mailer
what are the sub classifications of Outdoor advertising?
- billboard
- transit
- place based
what is a TV advertisement?
a slot of television programming produced and paid for by an organization
how do TV ads convey a message?
by promoting, and aiming to market, a product or service
how do radio ads work?
by buying commercials, frequently calling spots in the radio industry, to promote their products or services. advertisers will pay radio stations for airtime and the radio stations will then play this out to a listening audience
what is Digital/Social Media Advertising?
the component of marketing that utilizes internet and online based digital tech such as desktop computers, mobile phones and other digital media and platforms to promote products and services
what is a Newspaper ad?
a printed advertisement that is published in a newspaper and comes in a variety of types
which type of advertisement has been around longer than any other ad?
newspaper
which audience is the best when it comes to Newspaper ads?
a good way in reaching large amounts of people, especially those 45+ as they tend to read the newspaper more frequently
whats a Magazine?
a storehouse of different kinds of information put together under one roof, or magazine cover
whats the purpose of a Poster ?
intended to promote brand awareness or call attention to a company event
howe are Mailers sent out?
a mailer will employ a list broker to assist with buying mailing lists and a service bureau to assist with the list processing necessary to conduct their direct marketing campaigns
whats a Billboard?
a large outdoor advertising structure, typically found in high traffic areas
when do advertisers use billboards?
to build their brands or to push for their new products or services
list some advertising techniques
- emotional appeal
- promotional advertising
- bandwagon advertising
- facts and statistics
- unfinished ads
- weasel words
- endorsement
- symbolism
- association
- fantasy
- covert
what are the principals of effective advertising ?
- grab people
- be clever and creative
- speak loudly
- don’t make your audience think too much
- utilize colours that stand out
- be informative and convey a message
- show. don’t tell
- humor
- illicit emotion
what are some ways for Promotional Advertising?
free samples to consumer, this could be done at trade fairs or promotional events
what does Bandwagon advertising suggest?
it suggests that using the product or service allows you to become a part of a selective group
what are facts and stats in an ad?
the use of empirical data, proofs and examples to reinforce product/service utility
what are Unfinished ads?
open ended ads with no facts or data
what is a Weasel Word?
a modifier that makes a stament menaginless
what is Endorsement ?
when an advertiser uses a celebrity to endorse their product/service
what do Symbolism ads look like?
they use dramatic visuals, metaphors , or similarities to draw attention and interest towards a product
what is Association in an ad?
appealing to human psychology, this method uses images to create a whole chain of ideas and thoughts behind a design
what is a Fantasy ad?
the combination of the advertised product and a fantastic visual element sparks the audiences’ imagination
what does Covert mean?
a term used to describe marketing programs where “advertisers” fail to publicly declare or acknowledge their investment at the point of presentation
what are the two types of Covert ads?
- product placement
- whisper marketing
what is Product Placement?
it involves television and film production companies allowing advertisers to rework scripts so that the audience will…
- be exposed to the advertisers’ product
- see an organization on their product in a favourable light
what is Whisper Marketing?
this involves paid staff offering “friendly” and “unbiased” advice to strangers about a certain product or service
why is Buzz/whisper marketing important?
its all about leverage word of mouth marking and having it work in your favour, creating something interesting or useful enough that you get people talking about it and sharing it on their own
what are some misconceptions about advertising and explain why they’re wrong ?
- advertising only works from some businesses: works for all as long as the strategy and execution of the ad is sound and executed. it should be towards the tight target audience and put out at the right time
- advertising is only needed when business is slow: its a continuous process with some modifications whenever needed
- advertising creates needs:replaces old things, not creates needs
- advertising effects persist for decades: the quality of the product persists
- use of humour: (right and wrong) it can sometimes get in the way of delivering the message properly. but, it can also help people to remember the ad and have a positive attitude towards the advertiser
- if the product is not selling, advertise it: you have to sell what the customers want, not selling what you want
- creativity is the most important facttor: (right and wrong) ads should be creative enough in order to attract people, but it’s not the only selling factor. there has to be good message to deliver, best media selection, and best quality of the product to make the product and ad successful
which misconception about advertising is actually correct?
advertising costs too much
HOWEVER, it can deliver real value and can add increased sales, increased market share and consumer trust
how should we consider advertising?
as an investment and not an expense
