LESSON 1: FOUNDATIONS OF ADVERTISING

Question 1

Illuminating how our products and services will improve people’s lives.

Answer 1

Advertising

Question 2

is a type of marketing communication, which is a broad term that refers to all the communication techniques marketers use to reach their customers and deliver their message

Answer 2

Advertising

Question 3

An activity or profession of producing advertisements for commercial products or services.

Answer 3

Advertising

Question 4

A way to tell a product; to announce what products are available

Answer 4

Advertising

Question 5

The earliest form of advertising was simple images in stones.

Answer 5

Evolution of Defining Advertising: Identification / Medieval Period

Question 6

Advertising in the form of a sign goes back thousands of years.

Answer 6

Evolution of Defining Advertising: Identification / Medieval

Question 7

Affected communication, It merely identifies the place of business and identity what time products are sold.

Answer 7

Medieval Period - Identification

Question 8

Human Technology progress, advertising change in the Renaissance Period into literacy

Answer 8

Information / Renaissance - Evolution of Defining Advertising

Question 9

Printing Press during this time

Answer 9

Information / Renaissance - Evolution of Defining Advertising

Question 10

Big advances came to Europe.

Answer 10

Information / Renaissance - Evolution of Defining Advertising

Question 11

Who started the FIRST printing machine in 1455

Answer 11

Johannes Gutenberg

Question 12

The development of the mass communication media that advertising uses to reach a widespread audience.

Answer 12

Information / Renaissance - Evolution of Defining Advertising

Question 13

used his invention to print the bible

Answer 13

Gutenberg

Question 14

This is the 2nd evolution of advertising

Answer 14

Information / Renaissance Period - Evolution of Defining Advertising

Question 15

The word advertisement first appeared around 1655
and by 1660, publishers frequently used the word as a heading in newspapers for commercial information.

Answer 15

Promotion / Industrial Revolution - Evolution of Defining Advertising

Question 16

Commercial use occupied more space than news at newspapers

Answer 16

Promotion / Industrial Revolution - Evolution of Defining Advertising

Question 17

Brought the efficiency of machines

Answer 17

Industrial revolution

Question 18

New communication media, such as magazines and catalogs

Answer 18

Promotion / Industrial Revolution

Question 19

They were more concerned with the science of the advertising

Answer 19

Sales / 20th Century - Evolution of Defining Advertising

Question 20

Advertising as “_________________”. These two phrases became the model for stating a claim and explaining the support behind it.

Answer 20

salesmanship in print driven by a reason of why

Question 21

Layman’s support, they claim with their products

Answer 21

Sales / 20th Century - Evolution of Defining Advertising

Question 22

3 Components in Defining the Modern Practice of Advertising

Answer 22

● Media
● Audience
● Goals

Question 23

What are the Five Basic Factors of Advertising?

Answer 23

1. Is usually paid for by the advertiser
   a. Some forms of advertising, such as PSA (Public Service Announcements), use donations.
2. The sponsor is identified
3. Reaches a broad audience or potential consumers
   a. Mass Audience
   b. Smaller Targeted Group
4. Seeks to inform consumers
   a. Make them aware of the product and the company or persuade that involves emotion
5. The message is conveyed through many different kinds of mass media
   a. It’s not targeted to a specific person
   b. More of the algorithm

Question 24

● Is a strategic communication that aims to accomplish something - to create impact.

Answer 24

Modern Advertising

Question 25

● Mean a certain consumer response, such as understanding information or persuading someone to do something

Answer 25

Modern Advertising

Question 26

● These objectives can be measured if the advertising is effective or not

Answer 26

Modern Advertising

Question 27

● Mean a certain consumer response, such as understanding information or persuading someone to do something

Answer 27

Modern Advertising

Question 28

● These objectives can be measured if the advertising is effective or not

Answer 28

Modern Advertising

Question 29

Components of Modern Advertising

Answer 29

1. Strategy
2. Creative Idea
3. Creative Execution
4. Media

Question 30

The 3 fundamental concepts to measure the effectiveness of advertising

Answer 30

1. Advertising Strategy
2. Creative Idea
3. Creative Execution

Question 31

● The logic and planning behind the advertisement. Strategy is what gives it direction and focus.

Answer 31

ADVERTISING STRATEGY

Question 32

● Is the Ad’s central idea that grabs your attention and sticks to your memory

Answer 32

CREATIVE IDEA

Question 33

● Effective ads are also well executed. That means that the details all reflect the highest production values available to the industry.

Answer 33

CREATIVE EXECUTION

Question 34

Every message has to be delivered somehow. Advertisers used media that breach a broad audience, such as TV, Magazines, or the Internet.

Answer 34

Media Planning & Buying