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Communication Processes In Advertising > Final > Flashcards

Final Flashcards

1
Q

Issues in Advertising: Society determines what is?

A
  • Offensive
  • Excessive
  • Irresponsible
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2
Q

Issues in Advertising: Government determines what is?

A
  • Deceptive

- Unfair

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3
Q

Criticism of Marketing Impact on individuals

A
  1. High Prices
    American marketing system causes prices to be higher than they would be without it.
  2. High Pressure Selling
  3. Unsafe products
  4. Planned Obsolescence
  5. Poor service to disadvantaged consumers
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4
Q

What is high pressure selling?

A

Belief that products are sold, not bought – lack of concern for consumers

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5
Q

Criticism of Marketing impact on society

A
  • False wants and too much materialism (ex. Shop till you drop)
  • Cultural pollution: Our Sense are constantly being assaulted by advertising. Pollution of people’s minds with messages of materialism, sex, power or status
  • Too much political power: Industries, Big Tobacco, Big Food, Big Oil, Big Pharma hold too much power over government and mass media
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6
Q

What are big Tobacco tactics to target youth?

A
  • Positive imagery of smoking and smokers
  • Perception of smoking as normative
  • Facilitating peer influence (viral marketing)
  • Pledge commitment to youth smoking prevention in 2000
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7
Q

What are strategies and tactics of the food industry?

A
  • Claim commitment to public health
  • Seek influence through campaign contributions
  • Divert attention from food and focus on physical activity and nutrition eduction
  • Silence Critics
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8
Q

What are frequent responses of the big food industry?

A
  • Denies the link between advertising and obesity or poor diet
  • Play the “freedom of choice” card
  • Highlights the role of parents to teach healthy eating habits
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9
Q

What does ethical and responsible marketing look like?

A

It depends on who you ask

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10
Q

What is the CARU?

A

Children’s Advertising Review Unit

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11
Q

What are the CARU responsibilities?

A
  • Acts as an administrative agency (Guidelines and procedures)
  • Promotes “responsible children’s advertising”
  • Focuses on how products are advertised to children
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12
Q

What is the CFBAI?

A

Children’s Food and Beverage Advertising Initiative

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13
Q

What are the CFBAI responsibilities?

A
  • A voluntary pledge program

- Focuses on what foods are advertised to children

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14
Q

Three examples of Federal Regulations from Chapter 2 PowerPoint.

A
  • FTC: Federal Trade Commission
  • FDA: Food and Drug Administration
  • FCC: Federal Communications Commissions
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15
Q

What are the pros of Magazine Advertising?

A
  • Flexibility
  • Color
  • Authority and believability
  • Permanence
  • Prestige
  • Audience Selectivity
  • Cost-Efficiency
  • Reader loyalty
  • Extensive Pass-along readership
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16
Q

What are the cons of Magazine Advertising?

A
  • Declining Circulations
  • Lack of immediacy
  • Shallow geographic coverage
  • Inability to deliver mass audiences at a low price
  • Inability to deliver high frequency
  • Long lead time
  • Heavy advertising competition
  • High cost per thousand
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17
Q

What are the pros of Newspaper advertising?

A
  • Mass and local medium
  • Comprehensive in scope
  • Geographic Selectivity
  • Timeliness
  • Credibility
  • Selective attention
  • Creative flexibility
  • An active medium
  • A permanet record
  • Reasonable cost
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18
Q

What are the cons of newspaper advertising?

A
  • Lack of selectivity
  • Short life span
  • Low production quality
  • Clutter
  • Lack of control
  • Overlapping circulation
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19
Q

What are the special possibilities (types of ads) with magazines?

A
  • Bleed
  • Cover position
  • Junior unit
  • Island Halves
  • Insert
  • Gatefold
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20
Q

What are the special possibilities (types of ads) with magazines? Explain bleed

A

Color, type, or visuals that run all the way to the edge of a printed page

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21
Q

What are the special possibilities (types of ads) with magazines? Explain cover position

A

Advertising space on the front inside, back inside, or back cover pages of a publication, usually sold t a premium price

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22
Q

What are the special possibilities (types of ads) with magazines? Explain Junior unit

A

Large magazine ad placed in the middle of a page and surrounded by editorial matter

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23
Q

What are the special possibilities (types of ads) with magazines? Explain Island Halves

A

Half-page of magazine space that is surrounded on two or more sides by editorial matter and sold at a premium price

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24
Q

What are the special possibilities (types of ads) with magazines? Explain Insert

A

Ad or brochure printed by the advertiser and shipped to the publisher for insertion into a magazine or newspaper

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25
Q

What are the special possibilities (types of ads) with magazines? Explain Gatefold

A

Magazine cover or page extended and folded over to fit into the magazine, sold at a premium price

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26
Q

Important dates for magazine purchases

A
  • Cover date
  • On-sale date
  • Closing date
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27
Q

What is cover date?

A

Date printed on the cover of a publication

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28
Q

What is the on-sale date?

A

Date a magazine is issued

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29
Q

What is the closing date?

A

Publication’s final deadline for supplying printing material for an advertisement

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30
Q

What is CPM?

A

Cost per thousand: Cost of reaching 1,000 people in a medium’s audience, used to compare the cost of various media vehicles

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31
Q

Define Frequency Discounts

A

Advertisers earn this by running advertising repeatedly in a specific time period

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32
Q

List the types of Newspaper advertising

A
  • Display Advertising
  • Reading notice or advertorial
  • Cooperative (co-op) advertising
  • Classified Ads
  • Public Notices
  • Preprinted inserts
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33
Q

Explain Display advertising

A

Includes copy, illustrations or photographs, headlines, coupons, and other visual components

34
Q

Explain reading notice or advertorial

A

Looks like editorial content, but flagged as advertising to avoid confusion; may cost more than normal display advertising

35
Q

Explain cooperative advertising

A

Sharing of advertising costs by the manufacturer and the distributor or retailer

36
Q

Explain classified ads

A

Arranged under subheads that describe the class of goods or the need the ads seek to satisfy

37
Q

Explain Public notices

A

Announce legal changes in business, public governmental reports, notices by private citizens and organizations, and financial reports

38
Q

Explain preprinted inserts

A

Advertisements printed in advance by the advertiser and inserted into a specific edition, appearing as a separate, smaller section of the paper

39
Q

What is RTB

A

Real time buying and selling of ads on a per-impression basis

40
Q

Explain Radio programming and audiences

A
  • FM stations have better sound, more program variety, and fewer commercials
  • AM stations have more news, talk, or sports programs (no need for sounds quality).
  • Advertisers buy station’s programming formats
41
Q

What are the types of Radio Advertisements

A
  • Network radio
  • Sports radio
  • Local time
42
Q

What are the types of Radio Advertisements: Explain Network radio advertisement

A

Provides advertisers with simple administration and low effective net cost per station; carries messages nationwide; can target geographic markets

43
Q

What are the types of Radio Advertisements: Explain sport radio

A

Purchase of airtime on individual stations to gain flexibility in the choice of markets, stations, airtime and copy

44
Q

What are the types of Radio Advertisements: Local time

A

Spots purchased by local advertisers or agencies

45
Q

What are the five Radio day parts?

A
  1. Morning drive - 6AM - 10AM
  2. Daytime - 10AM - 3 PM
  3. Afternoon (or evening) drive - 3PM - 7PM
  4. Night time - 7PM to midnight
  5. All night - Midnight to 6AM
46
Q

What factors affect rate negotiation?

A
  • Based on the daypart chosen
  • ROS run-of-station
  • TAP total audience plan
47
Q

What is ROS (Run-of-station)

A

Leaving placement of spots up to the station to achieve a lower ad rate

48
Q

What is TAP Total audience plan

A

Package rate that guarantees a certain percentage of spots in the better day parts

49
Q

What are the two types of Cume Estimates?

A
  1. Cume persons

2. Cume Rating

50
Q

What is cume persons?

A

Total number of different people listening to a radio station for at least one 15-minute segment over the course of a given week, day or day part

51
Q

What is Cume ratings

A

Estimated number of cume persons expressed as a percentage of the total market population

52
Q

Types of mobile advertising

A
  • Banner advertising

- Sponsored SMS or MMS

53
Q

What is banner advertising?

A

similar to online banner advertising

  • Standardized by the mobile marketing association (MMA)
  • Placed into applications
54
Q

What is Sponsored SMS or MMS advertising?

A

Ads sent via short message service, aka text messages. Does not require the end user to own a smartphone

55
Q

What are 3 examples of Enhanced Tracking

A
  • Cookies
  • Third-party ad servers
  • Behavioral tracking
56
Q

Explain Cookies

A

Small text files that get stored on the computer when one visits certain websites, helping to identify returning users and to customize information based on past browsing behavior

57
Q

Explain Third-party ad servers

A

Deliver ads from one central source across multiple web domains, allowing advertisers to mange the rotation and distribution of their advertisements

58
Q

What is behavioral tracking

A

Ability to track people’s behaviors on the Internet

59
Q

Explain some factors and characteristics of content creation

A
  • Foster community
  • Develop an editorial lens, but don’t try to be a mainstream news provider
  • Forge partnerships, link, retweet, make it sticky
  • Be both curators and collaborators
  • Act in real time
  • Be ready to manage the crisis
  • Activate in a responsive, always-on manner
  • Personalize, use high content as a reward for loyalty
60
Q

What are the problems with digital interactive as an advertising medium?

A
  • Extremely fragmented, does not offer mass-media effectiveness
  • Lack of accountability and security since it is not controlled by any one entity
  • Requires constant attention and time on the part of the advertiser to engage consumers on a daily basis
61
Q

Using the digital interactive in IMC does what?

A
  • Allows for greater interactivity between company and its stakeholders
  • Requires increased effort and spending
62
Q

List some types of outdoor advertising

A
  • Bulletins
  • Posters
  • Spectaculars
63
Q

What are bulletins?

A

large, outdoor billboards meant for long term use

64
Q

What are spectaculars?

A

Giant electronic signs that grab the attention of viewers in high-traffic areas by incorporating movement, color, and flashy graphics

65
Q

what are some factors of Buying outdoor advertising

A

-Gross Ratings Points (GRP), or 100 showing
A score between 1 and 100
50 means that your billboard will be seen by at least 50% of the population in the area at least once a day
-Price depends on
a. Traffic
b. Visibility
c. Location
d. Size and more
-Location is key for effective outdoor advertising

66
Q

Regulation of outdoor advertising

A

Each state regulates, administers, and enforces outdoor advertising permit programs through the department of transportation

67
Q

What does OOH stand for?

A

Out-of-home medium

68
Q

What are the ethical concerns for OOH (out-of-home medium)

A
  • Racial and ethnic communities have been disproportionately exposed to this type of advertising for alcohol and tobacco products
  • 1998- LA prohibited alcoholic beverage and cigarettes advertising on all publicly visible sites
  • Proximity to schools affects children (line of sight restrictions from public health experts)
  • Spillover effect – can’t switch off, especially for mobile billboards in taxis
69
Q

What are some challenges in Media Planning?

A
  • Difficulty reaching a big audience due to increasing media options
  • TV Fragmentation
  • Streaming options
  • Increasing costs due to the restriction by media on the number of ads sold
70
Q

What are the types of TV Advertising

A
  • Networks
  • Sponsorship
  • Participation
71
Q

What are the pros of TV Advertising?

A
  • Mass coverage
  • Low cost per exposure
  • Some Selectivity
  • Impact
  • Creativity
  • Prestige
72
Q

What are the cons of TV advertising

A
  • High production cost
  • High airtime cost
  • Limited selectivity
  • Brevity
  • Clutter
  • Zipping and Zapping
73
Q

What does GRP stand for?

A

Gross Rating Points

74
Q

What is Gross Rating Points?

A

The percentage of homes or individuals exposed to an advertising medium

75
Q

What are the 3 principal methods for scheduling media?

A
  • Continuous Schedule
  • Flighting
  • Pulsing
76
Q

What is a continuous schedule?

A

Advertising runs steadily with little variation

77
Q

What is flighting?

A

Periods of advertising are alternated with periods of no advertising at all

78
Q

What is pulsing?

A

Mixing continuity and fighting strategies

79
Q

What are some things to know about buying TV time?

A
  • Cost per thousand (CPM)
  • Cost-efficiency
  • Target CPM (TCPM)
80
Q

What is Cost per thousand (CPM)

A

Cost of reaching 1,000 people in a medium’s audience (Cost/1,000)

81
Q

What is Cost-efficiency

A

Cost of reaching a target audience through a particular medium as opposed to the cost of reaching the medium’s total circulation

82
Q

What is Target CPM (TCPM

A

Cost per thousand to expose a message to the target audience rather than the total circulation

Communication Processes In Advertising (2 decks)

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