Midterm Flashcards
Groups in the advertising industry
Advertiser, Client, Supplier (provides service like photographer), Media (sells time/space)
Local advertising
Advertising made locally, consumer sales are made or lost locally, half of advertising dollars spent local
McDonalds is an example of what type of local advertiser
Dealer/Local franchise that specialize in a product or service
Convenience or grocery store is an example of what type of local advertiser
Stores that sell a variety of merchandise for convenience
Shoe repair/hair salon is an example of what type of local advertiser
Specialty business
Charity is an example of what type of local advertiser
Government/nonprofit
Product Advertising
Promotes specific products
Regular Priced Line Advertising
Informs regular pricing
Sales advertising
Stimulates sales of particular merchandise
Clearance advertising
makes room for new products
Regional advertising
Operates in one part of country or state
National Advertising
Companies that sell in many regions or countries
Transactional Advertising
Globally, international structure
Agency of Record
Only agency a client works with
Agency in Review
Clients contract is up
Client is unhappy
Looking for a change/renew contract
Happens a lot
Full service agency
Does everything MarComm Related (advertising, social PR)
Account Planning
Determines what clients want Runs business Sells agency Manages client relationships Academically focused and good at strategic thinking
Creative Department
Maker of all things
Copywriters (art directors, designers)
Designers of ads, commercials, and billboards
Media Planning and Buying
Behind the scenes more
Deals with sales reps
Develops budgets and plans media strategy
Buys and negotiates ad spots
V8 Research method
Content analysis: when asked to look at a TV commercial and be asked to respond their feelings on the ad
Maidenform research method
Mall intercept, surveyed 3,000 women
AT&T research method
Focus group
What is advertising
Advertising are communications where you pay money to place them in purchased or rented space/time
Traditional-Print
New media-online
Advertising is not
Filers, brochures, catalogs, direct mail Business signs Web site Newspaper articles BUT it all works together in Integrated Marketing Communications
What to analyze in advertisements?
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?
Criticisms of ads
Stereotyping Demeaning Repetitive Increase cost of product Creates false wants/needs
Positives of advertising
Show us how to find product/service
Teach about health/safety
Creates jobs
Entertaining
Demographics
Gender, age, income, occupation, education, household size, and stage in family life cycle
Sociographic
Being social/social media
Behavioral
degree of loyalty
Georgraphic
Address, location, climate, region
Psychographic
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.
4 step creative model
Explorer (finds ideas), artist (develops and implements), judge (evaluates), warrior (overcomes setbacks and makes idea a reality)
Brand
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
Ethical
Means doing what is morally right in a given situation
Social responsibility
doing what society views as best for the welfare of people in general or for a community of people
FTC
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.
Deceptive advertising
any ad that contains a representation, omission, or practice, that is likely to mislead the consumer
Unfair advertising
when a consumer is unjustifiably injured or there is a violation of public policy. Due to inadequacy of complete information.
Comparative advertising
compares brands to claim superiority to competitors. Ads are legal in the US (and encouraged) as long as they are truthful.
Speculative presentation
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.
Stages of agency/client relationship
prerelationship stage, development stage, maintenance stage, termination stage
Creators of influence
those people or groups whose ideas or actions others respect
Clutter tests
test commercials are shown with noncompeting control commercials to determine their effectiveness, measure comprehension and attitude shifts, and detect weaknesses
Central location tests
respondants are shown test commercials usually in shopping centers and questions are asked before and after
Tyler Oakley
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.
Baby Scumbag
prank videos earned him a huge YouTube following and sponsorships from skateboarding companies, using the money to support his family
