Study Guide Flashcards
Relationship between ads and editorial in magazines
Ads & editorial look the same (Makes you pay attention)
Some Ads look radically different to get noticed
Design techniques link, color scheme and layouts
Tone of Ads match:
Info heavy ads in an info heavy mag.
Mass selling perfection
Sell products to achieve
Same topics close together
Complimentary Copy
NOT A FREE COPY
Puts readers in a buying mood
Editorial will not dissuade the readers from buying anything
Discuss the idea of books being inherently dangerous. Be prepared to reflect on the in-class exercise.
Books= knowledge and knowledge is power.
It was hard to find a “solution” to “banning books” because it is such a complex issue. Stubborn people who want to control what other people’s kids read can become a big problem.
List three areas that 80% of ads were for in mid 1800’s
Why was this true?
Landsales
Transportation Announcements
Runaway Slaves
Because there were no consumer/packaged goods.
Because this was what there was for sale
We made our own things
Or bought in bulk
Two most advertised products at the end of the 19th century?
- Department Stores
2. Patent Medicines
What happened to advertising because of patent medicines?
Blamed medicine issues on advertising (Kill the messenger, and ban advertising)
Food and Drug Act saved advertising
Define the three areas of advertising agencies we talked about in class
Account executive
- Manage relationship between creative and the client
Media Buyers
- Where the ad should go
- Choose and purchase
- Who buys “my” product
- Where do I put the ads?
- Choose Mediums and times to place the product
Market Research
- Psychology and Statistics
- Ex: Fonts, Colors, Message
List and define the persuasive strategies. Be able to explain why you think they work.
Famous Person Testimonial
-Celebrity Endorsing
Plain Folks Pitch
- Selling with simplicity
- Selling something that is desired by its consumers
Snob Appeal
-Implying that the product will elevate social status
Bandwagon
-Everyone is doing it!
Hidden Fear:
-Using fear to sell products
Irritation Advertising:
-DELIBERATELY irritating: remember the name of the product
Association Principle: Associating your product with a cultural value.
- Ex: Patriotism w/ a car
- Ex: Coke= happiness or christmas or freedom
Disassociation
- Make the product look like it’s from a small company even though it’s not (& it’s from a large company)
- Companies pretending they are smaller because people don’t trust big corporations
Define demographics and psychographics and EXPLAIN how they might be used in advertising.
EXPLAIN!!!!!!!!!!!!!!!!
Demographics: The study of audiences or consumers by age, gender, occupation, ethnicity, education, and income. Psychographics Attitudes Beliefs/ideals Interests Motivations
Discuss which VALS category were you and how well you think it applies.
Innovators
Are always taking in information (antennas up)
Are confident enough to experiment
Make the highest number of financial transactions
Are skeptical about advertising
Have international exposure
Are future oriented
Are self-directed consumers
Believe science and R&D are credible
Are most receptive to new ideas and technologies
Enjoy the challenge of problem solving
Have the widest variety of interests and activities.
Five components of Public Relations
Counseling, Research, Media Relations, Marketing Communications, Community Relations,
React to Toxic Sludge Video
Video is an example of bad PR Convincing people Companies pay for PR over redistribution to feed everyone News is PR and PR is news Local news is promotional, not news
Compare the PR and the Tylenol and Exxon examples
Exxon:
Response time: 2 Weeks before they went up to Alaska
Responsibility: Blame
Action: Forced to cleanup
Tylenol:
Immediately went to chicago
Responsibility: Apologized IMMEDIATELY
Action: Recall and created tamper resistant seals
