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Baran: Advertising
| Question | Answer |
|---|---|
| Ambient Advertising or 360 Marketing | ads showing up in nontraditional settings |
| Murketing | :our susceptibility to marketing arises from our ignorance of it's pervasiveness; avoids direct sales of a product and focuses instead on vagaries such as marketing buzz, brand identity and publicity |
| Blinks | one second commercials between songs on the radio |
| Siquis | common by 15th century; pinup want ads for all sorts of products and services |
| Shopbills | attractive, artful business cards |
| Newsbook | contained ads, first in 1625 was The Weekly News |
| Before the Civil War what was the primary advertising medium? | the newspaper |
| Who recognized in 1841 that merchants needed to reach consumers beyond their local newspaper readership? | Volney B. Palmer |
| Who contacted several Philadephia newspapers and agreed to broker the sale of space between them and interested advertisers? This in the long term created the advertising industry. | Volney B. Palmer |
| Who's firm in the old agency in America and started in 1869? He also named his firm N. W. Ayer and Sons and provided clients with with ad campaign planning, created and produced ads with writers and artists, and placed them in the most appropriate media. | F. Wayland Ayer |
| What was the first radio ad broadcast on? | WEAF in 1922 |
| What was the first regularly broadcast sponsored series and what new genre did it create? | The Eveready Hour and soap opera |
| Unique Selling Proposition (USP) | highlighting the aspect of a product that sets it apart from other brands in the same product category |
| Parity Products | most brands in a given product category are essentially the same, therefore advertisers had to create a product's USP; ex: M&M's |
| Why and when was the National Advertising Review Board created? | 1971, in response to criticism in books such as The Hidden Persuaders; the NARB monitors potentially deceptive ads |
| AIDA Approach | to persuade consumers, advertising must attract attention, create interest, stimulate desire, and promote action |
| Consumer Culture | a culture in which personal worth and identity reside not in ourselves but in the products with which we surround ourselves; decieving- imposes new definitions that serve the advertiser and not the culture on traditionally important aspects of our lives |
| Retainer | when a product is billed at an agreed-upon price |
| commissions | placement of advertising in media is compensated through this, typically 15% of the cost and space, usually 75% of the income of larger agencies |
| Cost per Thousand (CPM) | judges the effectiveness of a given placement; the cost reaching 1,000 audience members |
| What is the most persuasive, influential, authoritative, and exciting media to advertise in? | TV |
| institutional or Corporate Advertising | promotes the organizations image or sells image at the same time it sells product |
| Trade or professional advertising | typically found in trade and professional publications, promotes product issues of importance to the retailer |
| Retail Advertising | local ads, reaching consumers where they live and shop |
| Promotional Retail Advertising | focuses on a promotion, not a product: ex: Back to School Sale |
| Industrial Advertising | advertising of products and services directed toward a particular industry, is usually found in trade publication |
| National Consumer Advertising | the majority of what we see in magazines and on TV, usually product advertising commissioned by manufacturer (McDonalds, Nike) aimed at certain buyers |
| Direct Market Advertising | product or serviced advertising aimed at likely buyers rather than at consumers; usually contacted through direct mail, etc |
| Public Service Advertising | promotes organizations and themes of importance to the public |
| What does the FTC do? | primary federal agency for regulation of advertising, enforcing complains against deceptive advertising |
| Cease and Desist Order | power of FTC, demand that the deceptive ad be stopped |
| Corrective Advertising | FTC can order a new set of ads be produced by the offender that corrects the original misleading effort |
| Puffery | little lie that makes advertising more entertaining than it might otherwise be |
| Copy Testing | measuring the effectiveness of advertising messages by showing them to consumers |
| Consumer Juries | these people, considered to be representatives of the target market, review a number of approaches or variations of a campaign or ad |
| Forced Exposure | used primarily for TV ads, requires advertisers to bring consumers to a theater or other facility where they see a TV show with the new commercials-- used to test effectiveness of commercials |
| Recognition Test | tests people who have seen a given publication to see whether they remember a certain ad |
| Recall Testing | consumers are asked over print or person to identify which print of broadcast they most easily remember |
| Awareness Tests | goal is to measure the cumulative effect of a campaign in terms of "consumer consciousness" of a product |
| What is the number one online advertising? | Search |
| Banners | static online billboards placed conspicuously somewhere on a web page |
| Search Marketing | advertising sold next to or in search results produced by a users' keyword search |
| Lead generation | using Internet-created databases to collect names, addresses, e-mail addresses, and other info about client |
| Rich Media | interactive Web advertising, usually with sound and video |
| Sponsorships | web-pages "brought to you by" typically including a number of ad placements, advertorials, and other co-branded sections |
| Return on Investment (ROI) | an accountablilty-based measurement of advertising success |
| Performance-Based Advertising | advertisers have begun to demand accountability, Web-site carrying ad will only get paid when a customer does a specific action |
| Engagement | effectiveness of all advertising |
| Accountability Metrics | how the effectiveness of a specific ad or campaign will be judged |
| Value-Compensation Programs | all or at least a significant art of the payment of an agency's fees is predicted on meeting pre-established goals |
| Permission Marketing | allowing media consumers to be free to control and shape the content they receive; consumers and advertiser act more like partners; idea by Hayden |
| Prosumers | permission marketing will create proactive consumers who reject most traditional advertising and use multiple sources to not only research a product but to negotiate price and benefits |
| Demographic Segmentation | the practice of appealing to audiences defined by varying personal and social characteristics such as race/ethnicity, gender and economic level |
| Psychographic Segmentation | appealing to consumer groups with similar life-styles, attitudes, values, and behavior patterns |
| VALS | psychographic segmentation strategy that classifies consumers according to values and lifestyles is indicative of this lifestyle segmentation |
| What are some criticisms of advertising? | it is intrusive, deceptive, exploits children, it demeans and corrupts culture |
| What departments do advertising agencies typically have? | administration, account management, creative, media, market research, and public relations |
| What is the FTC? | Federal Trade Commission |
| Which type of advertising accounts for nearly 54.3% of all advertising dollars spent in the United States? | direct market advertising |
| ______________refers to using Internet-created databases to collect names, addresses, e-mail addresses, and other information about likely clients or customers. | Lead Generation |
Created by:
eroberts093