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Advertising Midterm > Midterm > Flashcards

Midterm Flashcards

1
Q

Groups in the advertising industry

A

Advertiser, Client, Supplier (provides service like photographer), Media (sells time/space)

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2
Q

Local advertising

A

Advertising made locally, consumer sales are made or lost locally, half of advertising dollars spent local

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3
Q

McDonalds is an example of what type of local advertiser

A

Dealer/Local franchise that specialize in a product or service

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4
Q

Convenience or grocery store is an example of what type of local advertiser

A

Stores that sell a variety of merchandise for convenience

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5
Q

Shoe repair/hair salon is an example of what type of local advertiser

A

Specialty business

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6
Q

Charity is an example of what type of local advertiser

A

Government/nonprofit

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7
Q

Product Advertising

A

Promotes specific products

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8
Q

Regular Priced Line Advertising

A

Informs regular pricing

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9
Q

Sales advertising

A

Stimulates sales of particular merchandise

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10
Q

Clearance advertising

A

makes room for new products

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11
Q

Regional advertising

A

Operates in one part of country or state

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12
Q

National Advertising

A

Companies that sell in many regions or countries

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13
Q

Transactional Advertising

A

Globally, international structure

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14
Q

Agency of Record

A

Only agency a client works with

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15
Q

Agency in Review

A

Clients contract is up
Client is unhappy
Looking for a change/renew contract
Happens a lot

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16
Q

Full service agency

A

Does everything MarComm Related (advertising, social PR)

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17
Q

Account Planning

A 
Determines what clients want
Runs business
Sells agency
Manages client relationships
Academically focused and good at strategic thinking
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18
Q

Creative Department

A

Maker of all things
Copywriters (art directors, designers)
Designers of ads, commercials, and billboards

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19
Q

Media Planning and Buying

A

Behind the scenes more
Deals with sales reps
Develops budgets and plans media strategy
Buys and negotiates ad spots

20
Q

V8 Research method

A

Content analysis: when asked to look at a TV commercial and be asked to respond their feelings on the ad

21
Q

Maidenform research method

A

Mall intercept, surveyed 3,000 women

22
Q

AT&T research method

A

Focus group

23
Q

What is advertising

A

Advertising are communications where you pay money to place them in purchased or rented space/time
Traditional-Print
New media-online

24
Q

Advertising is not

A 
Filers, brochures, catalogs, direct mail
Business signs
Web site
Newspaper articles
BUT it all works together in Integrated Marketing Communications
25
Q

What to analyze in advertisements?

A

Product sold, create a feeling, soundtrack, actors, does it get your attention, who is the target audience, is it persuasive, would you buy it, does it create sales or reinforce behavior?

26
Q

Criticisms of ads

A 
Stereotyping
Demeaning
Repetitive
Increase cost of product
Creates false wants/needs
27
Q

Positives of advertising

A

Show us how to find product/service
Teach about health/safety
Creates jobs
Entertaining

28
Q

Demographics

A

Gender, age, income, occupation, education, household size, and stage in family life cycle

29
Q

Sociographic

A

Being social/social media

30
Q

Behavioral

A

degree of loyalty

31
Q

Georgraphic

A

Address, location, climate, region

32
Q

Psychographic

A

Values, attitudes, lifestyles are the three main categories that mold and shape physcographics. For any company trying to appeal to a certain consumer or group of consumers, this would be a good place to start.

33
Q

4 step creative model

A

Explorer (finds ideas), artist (develops and implements), judge (evaluates), warrior (overcomes setbacks and makes idea a reality)

34
Q

Brand

A

Promises made to customers based on multiple experiences over time delivered with consistently high levels of quality and value that are perceived to be unparalleled relative to competition

35
Q

Ethical

A

Means doing what is morally right in a given situation

36
Q

Social responsibility

A

doing what society views as best for the welfare of people in general or for a community of people

37
Q

FTC

A

FTC regulates products sold in interstate commerce, has a mission of ensuring that the nation’s markets function competitively, and are vigorous, efficient, and free of undue restrictions.

38
Q

Deceptive advertising

A

any ad that contains a representation, omission, or practice, that is likely to mislead the consumer

39
Q

Unfair advertising

A

when a consumer is unjustifiably injured or there is a violation of public policy. Due to inadequacy of complete information.

40
Q

Comparative advertising

A

compares brands to claim superiority to competitors. Ads are legal in the US (and encouraged) as long as they are truthful.

41
Q

Speculative presentation

A

what an agency will do before they sign on. The presentation process allows the agency and the advertiser to get to know each other before they agree to work together.

42
Q

Stages of agency/client relationship

A

prerelationship stage, development stage, maintenance stage, termination stage

43
Q

Creators of influence

A

those people or groups whose ideas or actions others respect

44
Q

Clutter tests

A

test commercials are shown with noncompeting control commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses

45
Q

Central location tests

A

respondants are shown test commercials usually in shopping centers and questions are asked before and after

46
Q

Tyler Oakley

A

worth $8 million) = social media king, build personal brand by talking about what he likes and turned it into a business with sponsors and advocates for the LGBT community. Collaborations with other YouTubers benefits everyone.

47
Q

Baby Scumbag

A

prank videos earned him a huge YouTube following and sponsorships from skateboarding companies, using the money to support his family

Advertising Midterm (1 decks)

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