Midterm Flashcards
How are advertising and culture connected?
They are reciprocal, one effects the other
How does advertising connect to marketing?
It’s the promotion part of the 4 P’s of marketing
How does advertising connect to imc?
Advertising is the paid part of Imc
What are the 4 advertising regulators
government, self regualtion, media, consumer lawsuits
Ex of government regulator
FDA, FCC, FTC
Ex of self-regulation
AAAA, BBB, NAD, NARB
Ex of media regulation
Reviews
Ex of consumer lawsuits
Class action lawsuits
What are the 4 segmentations of advertising?
Demographics, psycographics, geographics, behavioral
Behavioral
purchasing behavior, ocasion or timing based, based on customer loyalty
Demographics
age, race, ethnicity
Psycographics
interests, activities, opinions
Geographics
location, time zone, climate and season
What is the creative process
A balance between giving yourself space and thinking through things
What are the two things to consider when developing a media plan strategy
understand your budget, where your audience is most likely to see your ads
Advertising development process
Problem definition, research, objective and strategy development, communications brief, media planning/buying, creative development, production, testing, running ads and evaluation
