Week 1: Introduction Flashcards
What is advertising?
A paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.
What are some of the uses of advertising? (6)
- communicate + interact
- engage + involve
- brand awareness
- brand equity
- brand image
- drive demand
What questions do you need to think to understand consumers? (4)
- what is important to them?
- what media are they consuming?
- when are they planning to buy?
- what are they thinking when they make purchasing decisions?
What are they key functions of advertising? (5)
- account management
- planning
- media
- creative
- production
What are the two advertising options a client can choose?
In-house or hiring an advertising agency.
What are the types of advertising agencies? (3)
- full-service
- creative boutiques
- media-buying services
- others
What facilitates the “pull” part of Schultz’s model?
Digital media - is different from traditional media because it allows consumers to increase exponentially the impact of their communication by using various platforms.
Interactive advertising is still digital, but can be paid and unpaid, and involves mutual action between producers and consumers.
According to the interactive advertising model (IAM), what are some functions - internet motives? (4)
- research
- shop
- entertain/surf
- communicate/socialise, etc
It is consumer-controlled
According to the interactive advertising model (IAM), what are some information processes - cognitive ‘tools’? (3)
- attention
- memory
- attitude
They are consumer controlled
According to the interactive advertising model (IAM), what are some ad types? (5)
- product/service
- PSA
- issue
- corporate
- political
According to the interactive advertising model (IAM), what are some ad formats? (6)
- banner
- sponsorship
- interstitial
- pop-up
- hyperlink
- website, etc
According to the interactive advertising model (IAM), ad features can either be…?
Objective or subjective
According to the interactive advertising model (IAM), what are some consumer responses?
- forget/ignore the ad
- attend to the ad
- form attitude toward the ad
- click on ad
- explore the website
- email the advertiser
- purchase the product, etc
What is IMC?
Integrated marketing communication - the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other.
Reasons for the growing importance of IMC: from — to …?
- media advertising to…?
- mass media to…?
- manufacturer dominance to…?
- general focus to…?
- low agency accountability to…?
- limited internet availability to…?
- marketer control over information to…?
- media advertising to multiple forms of communication
- mass media to specialised media
- manufacturer dominance to retailer dominance
- general focus to database marketing
- low agency accountability to greater agency accountability
- limited internet availability to widespread internet availability
- marketer control over information to consumer demand for timely info and entertainment
