Chapter 2 Advertising

Question 1

What are Ads’ basic information

Answer 1

1. identification (identifies the product and store which is sold at)
2. Information (info about a product)
3. persuasion(persuades people to buy things)

Question 2

Types of Advertising

Answer 2

1. Brand ads = brand identity (ex = jeep/apple)
2. Retail/local ads = sell merchandise in the local area (Tj max/ marshals)
3. Direct response ads - immediate customer response(call to action)
4. B2B - one business to another ( Law office/law journal to diff law firms
5. Institutional ads = Establishes corporate identity; attempts to win the public over (pharmaceutical or tobacco company shifting negative connotation)
6. Nonprofit ads -used by these orgs to reach customers, members, volunteers, and donors.
7. PSA’s - usually produced and run for free on behalf of a good cause
8. Specialized ads - used to address specific areas such as health care, green mkt, and international campaigns.

Question 3

Who are the Key players

Answer 3

1. The organization (number one big player)
2. The advertising agency (creates and distributes messages)
3. The media (channels of communication)
4. Professional suppliers and Consultants (specialized services to advertisers and agencies)
   5 freelancers

Question 4

Integrated marketing Communication

Answer 4

A consistent message across the board to have a coherent brand for consumers to go with, messaging cannot be all over the place.