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advertising

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_ is the structured & composed non-personal communication. it is paid for, mass-mediated, from an identified source, and attempts to persuade.

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marketing communications

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the various efforts and tools companies use to initiate and maintain communication with customers and prospects. refers to all the planned messages that companies and organizations create and disseminate to support their marketing objectives.

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albert lasker

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_ _ is generally regarded as the father of modern advertising. defined advertising as 'salesmanship in print, driven by reason why'

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advertising, consumers

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_ is directed towards groups of people, usually referred to as audiences, not individuals. These people could be __ - who buy products like cars, deodorant, or food for person use.

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sponsors

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most advertising is paid for by __.

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public service message

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ads for nonprofit organizations that are completely sponsored

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product

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__ encompasses goods, services, and ideas

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identifies

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an Ad __ its sponsors

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marketing

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is the process of planning and executing concepts, pricing, distribution, & promotion of ideas

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medium

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a channel of communication referred to as a __ is any nonpersonal means used to present an ad to a large audience

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mass media

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the plural of medium

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product, price, place, promotion

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the 4 P's -

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price

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_ - strategies for competitive prices

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place

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_ - distribution & geography

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sales promotion

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__ __ - a communication tool that offers special incentives to motivate people to act right away

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parity

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_ - machine made stuff, interchangeable homogenous items

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shared

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communication is __, receiver & sender are active participants

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human communication process

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this process begins when the SOURCE forms an idea, ENCODES it as a MESSAGE, and sends it via some CHANNEL to another party, called the receiver. the receiver must DECODE the message in order to understand it.

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human communication process

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source, encoding, message, channel (noise, noise), decode, receive, then gets feedback.

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feedback

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__ affects the encoding of a new message; message that acknowledges or responds to the original message

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noise

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__ - the distracting cacophony of many other messages being sent at the same time by other sources

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encoding

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__ - translating an idea or message into words, illustrations or symbols

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symbol relations

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__ __ are not always clear cut, related through metaphor or abstract connection

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free-market economics

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- many buyers and sellers - self-interest - complete information - absence of externalities

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externality

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example of __ associated with the purchase of a firearm = crime increase

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Benjamin Franklin

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__ __ is considered to be the father of advertising art.

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sender's

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__ field of experience - source & encoding

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receiver's

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__ field of experience - decode & receive

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channeling messages

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senders and receivers share this field of experience

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sponsor

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__ the company that is advertising a product or idea

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author

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_ - a creative team at an ad agency. commissioned by the sponsor to create ad message.

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persona

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__ - a person who lends voice or tone to the ad. real or imaginary spokesperson

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Volney B Palmer

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the profession of advertising began when __ _ __ set up business in Philadelphia in 1841

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autobiographical message

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__ __ - "I" tell a story about myself to "you", the imaginary audience eavesdropping on my private personal experience.

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narrative message

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__ __ - a third-person persona tells a story about others to an imagined audience.

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drama message

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__ __ - the characters act out events directly in front of an imagined empathetic audience.

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implied consumers

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the consumers who are adressed by the ad's persona. they are NOT REAL, but rather imagined by the ad's creators to be ideal customers.

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sponsorial consumers

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the gatekeepers who decide if an ad will run or not.

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actual consumers

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the receiver, people in the 'real world'. make up the ad's target audience. can see it only with the sponsor's approval.

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process

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marketing is a ___ - a sequence of actions or methods - aimed at satisfying customer needs profitably

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target market

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the market segment or group within the market segment toward which all marketing activities will be directed. two main kinds of __ __ - consumers and business

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target audience

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the specific group of individuals to whom the advertising message is directed

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consumer advertising

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__ __ - most advertising we see on TV; sponsored by the producer of the product or service

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consumers

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people who buy the product for their own or someone else's personal use

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retail advertising

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advertising sponsored by retail stores and businesses.

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B2B

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business advertising, also known as __ reaches out to people who buy or specify goods for business use. it rarely uses consumer mass media, & is typically invisible to consumers

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trade, professional, & agricultural

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three types of business advertising -

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personal selling

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when salespeople deal directly with customers either face-to-face or via telemarketing. offers the flexibility possible only through human interaction. ideal for conveying information, giving demonstrations, or exchange.

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sales promotion

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__ __ is a communication tool that offers special incentives to motivate people to act right away. The incentives may be coupons, free samples, contests, or rebates on the purchase price

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Public Relations

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__ __ is an umbrella process-much like marketing- responsible for managing the firm's relationship with its various publics. These publics may include customers but are not limited to them.

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collateral materials

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__ __ include fliers, brochures, catalogs, posters, sales kits, product specification sheets, instruction booklets, and so on.

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self-interest

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people and firms pursue their own goals. by nature, people are acquisitive. they always want more-for less. open competition between self-interested sellers advertising to self-interested buyers naturally leads to greater product availability at more competitive prices

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complete information

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buyers make better decisions when they have more information about the products they can choose from. sellers can also more efficiently find consumers of their goods by providing information about what they sell.

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many buyers and sellers

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having many sellers ensures that if one does not meet customer needs, another will be available to capitalize on the situation by producing a more market-responsive product.

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absence of externalities

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(social costs) sometimes the sale or consumption of products may benefit or harm other people who are not involved in the transaction and didn't pay for the product.

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branding

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__ - to identify products and their source and to differentiate them from others. ex: the curvy coca cola bottle differentiates from other bottles.

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function of advertising

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to communicate information about the product, its features, and its location of sale.

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function of advertising

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to induce consumers to try new products and to suggest reuse

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advertising

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to increase product use is a function of

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function of advertising

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to stimulate the distribution of a product

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function of advertising

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to build value, brand preference, and loyalty.

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function of advertising

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to lower the overall cost of sales

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oral culture

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antecedent of advertising is __ __. prior to pre-industrial age, people were devoted solely to their basic needs: food, clothing shelter.

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oral culture

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bard, herald, town crier, circus barker. rhyme, rhythm, repetition. nonsense words. democratic appeal. boredom & Barnumization. humbug and shameless self-promotion

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market segmentation

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process by which marketers searched for unique groups of people whose needs could be addressed though ore specialized products. emphasis on brand image/personality

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positioning strategy

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__ __ proved to be an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that ranked high on the consumer's priority list.

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reason why advertising

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rational advertising. USP. hard sell. quantitative research

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image advertising

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emotional advertising. soft sell. qualitative research

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Rosser Reeves

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mid-century heir to 'reason why'. Ted Bates Agency. most influential and obnoxious advertising writers in american history. typified the 'hard sell' approach. developed the concept of USP. industrial era.

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Shirley Polykoff

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wrote from personal experience. spoke to consumer from that experience. address emotional and social benefits. addressed fears/concerns about product. tested 'average women' response. industrial era.

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David Ogilvy

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hard to categorize. creative revolution guy. joined brothers agency, Mather & Crowther. went to US & started the first british agency in america. confessions of an advertising man - best seller. rules give us freedom.

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Bill Bernbach

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'image' . NO rules. value of originality, uniqueness, freshness. focus on production, 'nothing makes a bad product fail faster than great advertising campaign'. independence from client.

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Leo Burnett

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hard to categorize. creative revolution guy, but his work is more independent, less NY oriented. Famous for trade characters: Tony the Tiger, Pillsbury doughboy etc. started agency during the great depression, biggest agency in chicago. created the Marlboro man

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Mary Wells Lawrence

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'image'. theatrical. youth culture emphasis. music/art crossovers. message should come from product. Alka-seltzer, benson & hedges, Braniff airlines - 'im cheryl, fly me'

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miss clairol campaign

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shirley polykoff. "loose women" slutty/died their hair. 'does she or doesn't she?'

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creative revolution

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(1960-1972) creative gain control. advertising emerges as an icon of a culture fascinated with consumption. ex. Avis cars - we try harder

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added value

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coca cola, Ipods over unadvertised brands is an example of __ __. implies quality. enhances image. the ratio of perceived benefits to the price of the product

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brand

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advertising adds value to a __ by educating customers about new uses for a product

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personal wealth

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there is a positive relationship between advertising expenditures and __ __

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prices & competition

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economic impact - ads paid for by consumer. promotes mass production. price drop or support.

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primary

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consumer demand - product category

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secondary

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consumer demand - particular brand, selective

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consumer choice

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encourages unique products, services. new, better brands dominate. wider choices for consumers

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short-term manipulative arguments

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many critics focus on the style of advertising, saying it's deceptive or manipulative. we refer to these as __ __ __.

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long-term macro arguments

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many critics focus on the social or environmental impact of advertising. we refer to these as __ __ __

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self-interest and many buyers and sellers

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the economic impact of advertising focuses primarily on two principles of free-market economics:

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complete information and absence of externalities

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the social aspect of advertising typically involves the last two principles of free-market economy:

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puffery

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__ refers to exaggerated, subjective claims that can't be proven true or false, such as 'the best', 'premier,' or 'the only way to fly.'

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ethics

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__ are the moral standards against which behavior is judged.

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deception

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__ is making false or misleading statements, but puffery (commercial exaggeration) is legal.

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social responsibility

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

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complete information

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unfair advertising is due to the inadequacy of ____ _____ or some other externality

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comparative advertising

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when advertisers compare their products to others to claim superiority to competitors in some aspect.

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yes sometimes

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if it's legal, is it ethical?

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primary

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milk from California is an example of what consumer demand?

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secondary

answer

tropicana orange juice is an example of what consumer demand?

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a 90 min. ad for disney

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pirates of the caribbean is branded entertainment because it's

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MTV and infomercials

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1980's advertising was influenced by

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bill bernbach

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was known as the father of creative advertising

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global international

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____ advertising is the whole world whereas _____ advertising is specific nations only. message is predominantly the same

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cultures

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it is _____ that define the nature of the advertising message

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the P.T. Barnum era (1875-1918)

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dawn of the 'consumer culture'. advertising becomes an industry. 1906 - pure food + drug act - system of accountability for producers

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decoding (what the receiver does with the message)

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if I'm the sender of the info, what element of the model do I have least amount of control?

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when the sender/receiver have common fields of experience

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what conditions would you expect communication to be most effective?

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feedback

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redeemed coupons, phone inquiries, visits to a store, requests for more info, emails, increased sales, website hits

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preindustrial age (pre-1800)

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printing invented. 'newsbooks' appear. 1st handbill. most people are illiterate, signs & symbols used. oral culture. ben franklin. barnum aesthetic. beginning of puffery

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barnum aesthetic

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american advertising starts with _____'s 'masterful deception'. enjoyment/entertainment/escape. added value. during the preindustrial age.

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industrializing age (1800-1875)

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producers needed mass consumption to match mass production. for the first time, it cost less to buy a product than to make it. transportation breakthroughs facilitated distribution. increased need for mass marketing techniques

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Industrial Age (1900-1980)

answer

fresh markets, inexpensive brands of luxury/convenience goods. USP. advertising as a science. marketing segmentation. positioning.

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roaring 20's/ post WWI era

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apart of the industrial age. advertising finds fame and glamour. advertising plays off social anxiety - new awareness of germs/hygiene. segmentation begins by social class

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Bruce Barton

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founder of BBDO. 1st ad for the Harvard Classics (bookshelves). became US senator. 'reason why' philosophy. created betty crocket

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J. Walter Thompson

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led ad industry into 1st great boom. credit to stanley and helen resor. brought psychology to advertising. 1st campaign to use 'sex to sell to women'

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depression era (1929-1941)

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during the industrial era. advertising turns to hard sell bc of hard economic times. "fear appeal" emergence of radio on mass scale.

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WWII era & the 50's (1941-61)

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products linked with patriotism. industrial era. fascination with science - transfer of war technology, implication of product performance, 'patented formulas', subliminal advertising scare.

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Golden Era (1946-1970's)

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industrial era. introduction of TV. creative revolution

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creative revolution (1960-1972)

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creatives gain control. during the golden era. focused on product features that implied social acceptance, style, luxury, success. ad emerges as an icon of culture fascinated with consumption. civil rights, women's liberation, hippies. more sophisticated audiences, didnt need to hear the message repeatedly

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USP (unique selling proposition)

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introduced by rosser reeves. features that differentiate product from other competitive products. logical extension of 'reason why' philosophy.

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postindustrial

answer

marketing warfare - defensive, offensive, flanking, guerilla.

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designer era (1980-1992)

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conservative politics, impact of MTV, infomercials, nike, mac, effects of 1984

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the E-revolution (1993-2000)

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stage 1 of web revolution. new media applications disappoint many advertisers. digital media measurement 'revolution' wasn't really a revolution. centers of ad power move west.

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N.W. Ayer and sons

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___ was the first agency to charge a commission based on the 'net cost of space' and the first to conduct a formal market survey.

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Helen landsdowne Resor

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___ and her husband are image advertising authors

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Albert Lasker

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era of salesmanship had arrived and its bible was scientific advertising, written by Claude Hopkins at ___ ___'s agency Lord & Thomas.

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Federal Communications Commission (FCC)

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regulatory body with jurisdiction over radio, television, telephone and telegraph industries

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Federal Trade Commission (FTC)

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the major regulator of advertising used to promote products sold in interstate commerce.

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Food and Drug Administration (FDA)

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federal agency that has authority over the labeling, packaging and branding of packaged food and therapeutic devices

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industrialization era

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dailies grow in popularity. railroads spread the word. advertising was considered an embarrassment by some

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cease-and-desist order

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may be issued by the FTC if an advertiser won't sign a consent decree; prohibits further use of an ad

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consent decree

answer

a document advertisers sign, without admitting any wrongdoing, in which they agree to stop objectionable advertising

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cookies

answer

small pieces of information that get stored in a Web user's hard drive when visiting certain websites; track whether the use has ever visited a specific site and allow the site to give users different information

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copyright

answer

an exclusive right granted by an act to authors and artists to protect their original work from being plagiarized, sold, or used by another without their express consent

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professional advertising

answer

advertising aimed at teachers, accountants, doctors, dentists, lawyers, etc.

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message

answer

the idea formulated and encoded by the source and sent to the receiver

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agriculture advertising

answer

promotes products and services used in agriculture to farmers and others employed in agribusiness; also known as farm advertising

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