Topic 9: Advertising

Question 1

Advertising Defined: Old vs. New

Answer 1

Traditional Definition: advertising is any paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor.

New, Improved Definition: advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now, or in the future.

Question 2

Functions of Advertising:

Answer 2

• communicate and interact
• engage and involve
• brand awareness
• brand equity
• brand image
• drive demand

Question 3

Driving Demand

Answer 3

Selective Demand: advertising for specific brands such as consumer products is designed to stimulate selective demand.

Primary Demand: advertising can also be done by an industry to stimulate a product category.

Question 4

Key Functions in Advertising:

Answer 4

• account management
• planning
• media
• creative
• production

Question 5

Interactive Advertising

Answer 5

Consumers increase the impact of communication exponentially by using various platforms.
Technology allows ‘anytime anywhere’ access.
Interactive advertising can be paid and unpaid, and involves mutual action between producers and consumers.

Question 6

Interactive Model of Advertising

Answer 6

Motivates (consumer-controlled): shapes processing modes on a general spectrum from serious to playful.

Cognitive Tools (consumer-controlled): motivates influence cognitive functions such as memory and attitudes.

Ad Structures (advertiser-controlled): cognitive tools interact with ad types formats and features.

Outcomes (consumer-controlled): the results of the interaction constitutes the outcome.

Question 7

Social Media: Contemporary View

Answer 7

• consumers are producers of content
• brands are a shared creation
• consumers define brand meaning and values