Advertising Principles
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78 terms
Terms | Definitions |
|---|---|
 what are the 3 source dimensions | sponsor, author, persona |
| what are the 3 message dimensions | autobiography, narrative, drama |
| what are the 3 receiver dimensions | implied, sponsorial, and actual consumers |
| sponsor | legally responsible, has a message |
| author | copywriter, art director, or creative group--invisible to audience |
| persona | within the text, lends voice/tone to ad; real or imaginary spokesperson |
| autobiography | "my" story to "you" |
| narrative | dialogue between character & w/ audience |
| drama | creates a scene so the reader gets the message |
| implied consumers | addressed by the ad's persona (they aren't real) |
| sponsorial consumers | decide if the ad will run or not |
| actual consumers | compromise the target audience |
| feedback | verifies that the message was received |
| target markets | the market segment/group toward which all marketing activities will be directed |
| target audience | the specific group of individuals to whom the adv. message is directed |
| consumer markets | directed toward selling products to consumers through consumer advertising |
| B2B markets | directed towards people who buy goods/services for business use |
| personal selling | a promotion tool (face-to-face salesmanship) |
| product advertising | used to promote goods/services (a promotion tool) |
| non-product advertising | used to sell ideas (product claims not about the brand, but about the consumer or social context in which the consumer uses the brand) --a promotional tool |
| noncommercial advertising | used by governments/non-profit orgs. to seek donations, volunteer support, or changes in consumer behavior (a promotional tool) |
| awareness advertising | used to create an image for a product and to position it competitively w/ the goal of getting readers/viewers to select the brand the next time they shop (a promotional tool) |
| action/direct-response advertising | seeks an immediate/direct response from the reader (a promotional tool) |
| sales promotion | offers special incentives to motivate people to act the right way (a promotional tool) |
| public relations | an umbrella process--like marketing--responsible for managing the firm's relationships w/ its various publics (a promotional tool) |
| collateral materials | promotional tools other than media advertising to communicate info about the company and their brand (a promotional tool) |
| sponsor | advertising has an identifiable _________. |
| word of mouth | this is NOT an example of an advertising medium |
| magazine | an example of a channel of communication |
| assumptions of free-market economics | self interest, complete information, many buyers/sellers, absence of externalities (social costs) |
| Functions of advertising | identifying products-differentiate from others, communicating info about the product, induces customers to try new products & to suggest reuse, stimulates distribution of a product, increases product use, to build value, brand preference, and loyalty, lowers the overall cost of sales |
| preindustrial | beginning of written history ending roughly the start of 19th century (printing press, increased literacy=1st written adv.; beginning of puffery) |
| industrializing (1800-1900) | mid 1700's through end of WWI when manufacturers were principally concerned w/ PRODUCTION (telegraph, telephone, typewriter, phonograph) |
| post industrial | period of cataclysmic change, starting about 1980 when people 1st became truly aware of the sensitivity of the environment |
| Depression Era | big business is vilified, advertising turns hard to sell, play on anxieties, emergence of radio on mass scale |
| WWII & the Fifties | products linked w/ patriotism, fascination w/ "science", subliminal adv. scare |
| The Creative Revolution (1960-1972) | creatives gain control, adv. emerges as an icon of a culture fascinated w/ consumption |
| Mary Wells Lawrence | "The Air Strip" |
| 1970's (1973-1980) | civil rights & women's liberation affect advertising, hedonistic values, regulation & oversight, adv. influenced by MTV & infomercials |
| The Designer Era (1980-1992) | Conservative Politics, impact of MTV |
| Industrialized age | radio became our nations primary means of mass comm. in the ____________ ____ |
| Industrializing age | during the _________ ___ manufacturers focused on production |
| market segmentation | a process by which marketers searched for unique groups of people whose needs could be addressed through more specialized products |
| Economic impact of advertising | adv. adds value to brands, FTC & Supreme court hold that advertising keeps prices down, adv. promoting or restricting competition, adv. as a stabilizing force in hard economic times |
| short term manipulation arguments | focus on the STYLE of advertising |
| puffery | exaggerated, subjective claims that can't be proven true or false |
| long term macro arguments | focus on the SOCIAL/ENVIRONMENTAL IMPACT of advertising |
| proliferation | the average American is exposed to 500-1000 commercial msgs/day |
| Ethical | being _____ means doing what is morally right in a given situation |
| social responsibility | _____ _________ means doing what society views as best for the welfare of people in general or for a specific community of people |
| FTC | the major regulator of advertising for products sold in interstate commerce |
| deceptive advertising | any ad that contains a misrepresentation, omission, or other practice that can mislead a significant number of reasonable consumers to their detriment |
| unfair advertising | occurs when a consumer is "unjustifiably injured" or there is a "violation of public policy" (such as other gov. statutes) |
| comparative advertising | used to claim superiority to competitors in some aspect |
| Types of local advertisers | dealers or local franchisees of national companies, stores that sell a variety of branded merchandise usually on a nonexclusive basis, specialty businesses & services, gov. & nonprofit organizations |
| product advertising | a type of local advertising that promotes a certain product (including regular price-line advertising, sale advertising, and clearance advertising) |
| institutional advertising | attempts to create a favorable long-term percetpion of the business as a whole--not just of a particular product/service |
| classified advertising | used in newspapers to recruit new employees, offer services, or sell/lease merchandise |
| cooperative advertising | used to build the manufacturer's brand image and to help its distributers/dealers/retailers make more sales |
| vertical cooperative (co-op) advertising | manufacturer provides the complete ad & shares the cost of the adv. time/space |
| horizontal cooperative (co-op) advertising | firms in the same business or same part of town that advertise jointly |
| regional/national advertising | operate in one part/region of the country, in one or several states |
| international (transcontinental) advertising | different advertisements in each country; ads adjusted for diff. countries |
| global advertising | same ad in different countries--minimal changes; products the same around the world |
| centralized advertising | gives the greatest CONTROL and offers both EFFICIENCY and CONTINUITY across divisional borders |
| decentralized advertising | more practical for larger companies, separates ad dept.'s for diff. divisions, subsidiaries, regions, brands, or other groups |
| types of agencies | local, regional, national, international, full service, specialized |
| full service agency | both adv. & non-advertising services in all areas of comm. and promotion |
| specialized agency | creative boutiques, media-buying services, interactive agencies |
| account executives (AE's) | liaison between client & agency |
| research & account planning | bridges the gap between account management & creatives |
| creative concepts | copywriters, art directors, creative directors |
| general markup amount | 17.65% |
| media commission | 15% |
| fee commission combination | agency charges for basic monthly fee for all its services to the client and retains any media commissions earned |
| straight-fee/retainer method | agencies charge for all their services, either by the hr or month, and credit any media commissions earned to the client |
| incentive system | agency can earn more if the campaign attains specific agreed-upon goals |
| In-House Agencies | Pros: to save money, allows for tighter control, may allow greater attention to the brand....Cons: lower creative quality, less experience/talent, loss of objectivity |
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