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IPA > IPA 1.2 > Flashcards

IPA 1.2 Flashcards

1
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A
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1
Q

What evidence suggests that creativity in a commercial context is effective in advertising, according to the text?

A

Case studies submitted to the IPA Effectiveness Awards (since the 1980s)

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2
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How have practitioners’ opinions about advertising’s effectiveness evolved over time, and what factors have contributed to these changes?

A

Opinions have evolved with changes in methods and media.

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3
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What are the key phases in the evolution of the advertising industry mentioned in the text, and what changes did each phase bring?

A

the key phases in the evolution of the advertising industry as densely packed copy-only ads, TV advertising, and smartphone culture. Each of these phases brought about significant changes in advertising methods and media.

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4
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In what way is the rise of content creators identified as a significant development in the advertising landscape in the text?

A

It has expanded opportunities for creative advertising approaches.

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5
Q

In the beginning of the 20th century:

How was advertising believed to work ?

A

Beginning of the 20th century: Rational persuasion

Around the turn of the century, advertising was believed to work in a straightforward way using the AIDA model of persuasion: Attention-Interest-Desire-Action.

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6
Q

Explain what the AIDA model stands for

A

AIDA model of persuasion: Attention-Interest-Desire-Action.

Attention
Gain the consumer’s attention.

Interest
Generate interest in what that product does.

Desire
Evoke desire for the product.

Act
Incite the consumer to act i.e. buy.

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7
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Did early advertising use creativity?

A

You might think that early advertising offered no scope for creativity, presenting only the facts but, even then, creativity was used as a means of creating intangible desire around a product.

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8
Q

Comments on the AIDA model

A

AIDA is an attractively linear and common-sense theory,
- as such has proven remarkably durable (most ordinary people today will still advance some version of ‘AIDA’ if asked to explain how advertising works).
Though what seems robust common-sense to one generation of theorists, looks like hopeless naivety to the next and AIDA was soon supplanted by newer models.

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9
Q

What was the ‘psytgeist of Pre-WW2 era

A

Grabbing attention and increasing saleability 

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10
Q

What was the new thinking regarding advertising in the Pre-WW2 era, as mentioned in the text 

A

Advertising should create familiarity and desire for future purchases.

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11
Q

According to the text, why did advertisers believe that ads needed to be noticed and remembered in the Pre-WW2 era?

A

Advertisers believed that ads needed to be noticed and remembered in the Pre-WW2 era to make consumers more likely to buy the product in the future.

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12
Q

How did advertisers in the Pre-WW2 era transition towards making ads more effective in grabbing attention and increasing saleability?

A

In the Pre-WW2 era, advertisers transitioned towards making ads more visually striking ads and reducing the use of copy.

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13
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The text mentions Coca-Cola as an example of a brand that learned early on about maximizing brand recognition. What strategies did Coca-Cola use to achieve this recognition?

A

Coca-Cola maximized brand recognition in the Pre-WW2 era through consistent use of bold imagery and colors, along with celebrity endorsements.

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14
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Pre-WW2 era

A
  • Grabbing attention and increasing saleability 
  • New thinking: Advertising can create familiarity and desire, not just direct sales.
  • Strategy: Ads had to be noticed and remembered.
  • Approach: Shift towards visually striking ads, less copy.
  • Example: Coca-Cola embraced bold imagery, consistent colors for brand recognition.

Additional strategy: Celebrity endorsements for added visibility.

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15
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1940s and 50s

A

1940s-50s: Unique Selling Proposition (USP) and Motivational Research

Impact on Marketing: Changed industry approaches, still in use today.
Unique Selling Proposition (USP)

Originator: Rosser Reeves.
USP Concept: Focus on one unique benefit not claimed by other brands.
Reeves’ Quote: “Advertising is the art of getting a Unique Selling Proposition into the heads of the most people at the lowest possible cost.”
Adoption: Became part of everyday industry language, used beyond advertising.
Example: M&Ms TV Campaign (1950s)

Created by Ted Bates.
Highlighted USP: “melts in your mouth, not in your hand.”
Motivational Research

Introduced by Ernest Dichter, a psychology PhD from pre-war Vienna.
Approach: Used psychoanalysis and focus groups to identify unconscious drivers of brand choice.
Impact: Enabled brands to tap into these powerful forces in advertising.
Example: General Mills and Betty Crocker

Outcome: Omitted powdered egg from Betty Crocker cake mix.

Reason: Housewives still added an egg to follow a ‘proper’ recipe.

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16
Q

Who is credited as the originator of the Unique Selling Proposition (USP) concept?

A

Rosser Reeves

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17
Q

What is the primary idea behind the USP concept, as described in the text?

A

The primary idea behind the USP (Unique Selling Proposition) concept is to concentrate on one unique benefit that is not claimed by other brands

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18
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According to Rosser Reeves, what is “the art of advertising” as stated in his quote in the text?

A

Getting a Unique Selling Proposition into people’s heads efficiently

19
Q

How did the concept of the Unique Selling Proposition (USP) affect the advertising industry?

A

It became part of everyday industry language and extended beyond advertising.

20
Q

What was the highlighted USP in the M&Ms TV campaign from the 1950s, as mentioned in the text?

A

“Melts in your mouth, not in your hand.”

21
Q

Who introduced the concept of Motivational Research, as mentioned in the text?

A

Ernest Dichter

22
Q

What was the primary approach of Motivational Research, as described in the text?

A

Identifying unconscious drivers of brand choice through psychoanalysis and focus groups.

23
Q

How did Motivational Research impact advertising for brands, as mentioned in the text?

A

Motivational Research enabled brands to tap into powerful unconscious forces in advertising.

24
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1950s-60s: The Creative Revolution

A

1950s-60s: The Creative Revolution

Agency: Doyle Dane Bernbach (DDB)
Advertising Style: ‘Soft sell’ using wit and humor instead of repetition and overt sales messages.
Creative Process: Introduction of creative teams (copywriter and art director collaborating).
Emphasis: Equal importance given to words and images in the age of TV advertising.
The Arrival of Account Planning

UK in the 1960s: Birth of a new discipline known as Account Planning.
Role: Account Planners as ‘the voice of the consumer’ with a focus on consumer research.
Impact: Changed the way advertising was created, leading to global adoption.
Legacy: Modern agencies employ planners or strategists, direct descendants of early pioneers from BMP and J Walter Thompson.

25
Q

Which New York agency is known for pioneering the ‘soft sell’ style of advertising in the 1950s-60s?

A

. Doyle Dane Bernbach (DDB)

26
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What characterized the ‘soft sell’ style of advertising introduced by Doyle Dane Bernbach (DDB)?

A

It used wit and humor instead of repetition and overt sales messages.

27
Q

How did DDB change the process of developing creative ideas compared to the traditional approach?

A

DDB changed the process of developing creative ideas by introducing the concept of creative teams, where a copywriter would work alongside an art director to create the idea together

28
Q

In the age of TV advertising, why did treating words and images as equally important parts of the creative idea make more sense?

A

In the age of TV advertising, treating words and images as equally important parts of the creative idea made more sense because TV advertising required a balance of visuals and words

29
Q

In the UK in the 1960s, what new discipline emerged that played a significant role in advertising?

A

In the UK in the 1960s, a new discipline called Account Planning emerged and played a significant role in advertising

30
Q

In the UK in the 1960s, a new discipline called Account Planning emerged and played a significant role in advertising.

A

Account Planners played the role of ‘the voice of the consumer’ in the advertising industr

31
Q

Which two agencies, responsible for introducing Account Planning, changed the structure of the advertising industry and were imitated by agencies worldwide?

A

BMP and J Walter Thompson

32
Q

What is the legacy of the early pioneers of Account Planning in the advertising industry, as mentioned in the text?

A

The legacy of the early pioneers of Account Planning in the advertising industry is that modern agencies employ planners or strategists who are their direct descendants

33
Q

The Digital Revolution

A
  • Early digital technology was primitive and hard to use.
  • The impact of digital technology on the industry and culture became as significant as television.
  • Mass-market home computers with interactive and online capabilities emerged in the mid-1980s.
  • CD-ROMs were used for interactive content, resembling offline websites.
    Inbuilt modems in home computers enabled slow and costly dial-up connections to the internet.
    The first-ever web banner ad for AT&T appeared on Wired magazine’s website in 1994 with an astonishing click-through rate.
    Screensavers became an effective early digital format, especially for users with metered dial-up modems.
    Guinness’ screensaver featuring a dance for their pint became so popular that it was distributed on floppy disks due to slow downloads over dial-up connections.
34
Q

During which decade did mass-market home computers begin to offer interactive and online capabilities, marking the start of the digital revolution?

A

1980s

35
Q

What technology allowed mass-market desktop computers in the mid-1980s to carry interactive content, resembling offline websites?

A

CD-ROMS

36
Q

What role did inbuilt modems play in the digital revolution?

A

Inbuilt modems played a role in the digital revolution by allowing people to send and receive data over telephone lines, enabling access to the internet for the first time.

37
Q

When did the first-ever banner ad on the web appear, and which company was it for?

A

1994, AT&T

38
Q

What was the click-through rate of the first-ever web banner ad for AT&T, mentioned in the text?

A

The first-ever web banner ad for AT&T achieved an astonishing click-through rate of 44%,

39
Q

Why did screensavers become an effective early digital advertising format, especially during the early days of internet usage?

A

They worked even when users were offline.

40
Q

What did Guinness resort to when distributing their screensaver featuring a dance for their pint due to slow downloads over dial-up connections?

A

Guinness distributed their screensaver featuring a dance for their pint on floppy disks because it took people too long to download it over slow dial-up connections.

41
Q

2000s to Now: The World as a Social Network

A

The 21st century brought new technology that transformed advertising, allowing for unprecedented targeting opportunities.

Digital advertising evolved rapidly, from the first ads on Google to desktop social network ads on Facebook and video ads on YouTube.
The biggest disruption in advertising over the last decade has been driven by smartphones and access to 4G/5G networks.
Changing consumer behavior, such as showrooming and shortened attention spans, requires advertisers to convey key messages in as little as 6 seconds.
The rise of content creators, with a significant percentage of young adults identifying as content creators, is reshaping advertising approaches.
Changes in technology, including television, internet, and 5G Wi-Fi, have influenced the perceived role of advertising and industry structure.
Embracing change is essential in the creative industry, as resistance often precedes the recognition of new creative opportunities.

42
Q

What significant technology disruptions have driven changes in advertising in the 21st century?

A

The emergence of smartphones and 4G/5G networks

43
Q

Which platform saw the first ads in the evolution of digital advertising in the 2000s?

A

Google

44
Q

How has changing consumer behavior affected advertising in recent years?

A

Attention spans have decreased, requiring advertisers to convey key messages in a few seconds. ( I think it’s 6!)

45
Q

What is the significance of the rise of content creators in the advertising industry?

A

It is changing the type of people entering the industry and advertising approaches.

46
Q

Which technological changes have historically led to shifts in the perceived role of advertising, according to the text?

A

The introduction of television, internet, and 5G Wi-Fi

IPA (14 decks)

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