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50 Cards in this Set

  • Front
  • Back
First used magazines for advertising
J. Walter Thompson
Magazine publisher who first established the 15% ad agency commission system
Cyrus Curtis
Called advertising "salesmanship in print"
John E. Kennedy
Wrote Scientific Advertising because he believed advertising was a science
Claude Hopkins
At age 32, he created the largest ad agency
Albert Lasker
Created "pull" advertising
Elmo Calkins & Theodore McManus
Advertising's first account / creative team
Helen and Stanley Resor
"you're not talking to a mass meeting, you're talking to a parade"
Bruce Barton
They opened a new door to advertising creative by saying "our job is to resist the usual"
John Orr Young & Ray Rubicam
Created USP
Rosser Reeves
A woman starting her own ad agency
Mary Wells
Advised advertisers to "reach for the stars"
Bill Bernbach
"Advertising is persuasion and persuasion is not a science but an art"
David Ogilvy
The year 1971 saw these three important factors enter the advertising picture
1. Market segmentation
2. Market driven manufacturing
3. Positioning
Dropped its ban on competitive advertising in 1964, followed by other networks and AAAA in 1972
NBC
What criteria does a company use in deciding to go in-house or external
1. Size of budget
2. Objectivity
3. Capabilities
Capabilities
1. Experience
2. Research
3. Creativity
4. Follow up
How does an advertiser choose an ad agency?
1. Identify and prioritize corporate goals
2. Develop an agency selection process based on criteria (creditentials, capabilities & conflict of interest)
3. Request references
4. Perform background check
5. Written request & oral presentations
What are the types of advertising appeals
1. Fear
2. Humor (over 50%, especially viral marketing)
3. Sex
4. Music
5. Rationality
6. Emotion (used b/c rationality is ignored)
7. Security
A document that sets out specifications for an advertising campaign and is composed of the objective, target audience, message theme, support, & constraints
Creative brief
What is the creative brief composed of?
Objective
Target Audience
message theme
support
constraints
An outline of key ideas that the advertising campaign is supposed to convey to the target audience
message theme
facts that back up message theme
support
legal or mandatory restrictions placed in ads
constraints
goals; what the campaign sets out to achieve
Objective
how goals are to be accomplished
strategies
individual elements of the strategy
tactics
three cornerstones of persuasion
target
benefit
action
advertising creative begins with a
concept
an idea that can be developed into a message; the communication idea that makes the advertising work
concept
Five basic methods of creating concepts that sell
connect with target
understand the brand
beat the competition
solve the problem
make it memorable
a delivery system delivering entertainment, information and advertising
media
process of analyzing and choosing media for the most effective usage in an ad campaign
media strategy
formulates a program that states where and when to place advertisements for a campaign or program.
media planner
executes the plan by buying the specified media
media buyer
the success of an ad campaign is often related to
quality media choices
creativity of ad message
how much exposure did you get for your budget?
agency culture and track record
proper analysis of data
relationship between agency and media reps
types of ad media scheduling
flighting - in two weeks out two weeks in again two weeks
continuous - constant from beginning to end
pulsing - heavy followed by light then heavy again
People in advertising business have an obligation to be
ethical
to do what is right
ethics
advertising is protected as
commercial free speech under the First Amendment
Why we have an obligation to be ethical
we operate within a free structure, as long as we follow the rules of ethicality
Two basic criticisms of advertising
Puffery (exaggeration)
Deception (false claims)
Created to protect children from too much and harmful advertising
Children's Advertising Review Unit
Children's Television Act
Incentives aimed at a firm's customers
Consumer promotions
What are incentivies aimed at?
increasing awareness of and loyalty to a brand
building immediate sales rather than brand equity or loyalty
offer discounts prizes or other inducements to the consumer
Four major types of premiums
Free in the mail
In or on package
Store or manufacturer
Self liquidating
Regularly resonds to coupons etc.; not brand loyal and purchase brands that are in promotion
Promotion prone consumer
Price is the primary reason for making the purchasing decision so there is no brand loyalty
Price sensitive consumer
Will buy that brand regardless of coupons, pomotions, rebates, etc.
Brand loyal consumer
Problems with coupons
1. Reduce revenues from sales
2. Mass cutting - illegally reimbursed
3. Counterfeiting - copied
4. Misredemption - allowing a coupon to be used for a size of the product not covered by the coupon.