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21 Cards in this Set
- Front
- Back
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What is advertising?
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complex form of communicating using objectives and strategies to impact consumer
- thoughts - feelings - actions |
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Is Advertising the same thing as Marketing?
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NO -it is a part of the marketing process
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What is marketing?
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the process of determining what potential customers want and satisfying it (4 Ps)
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The 5 basic factors defining advertising are:
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- paid communication
- sponsor is identified - tries to inform or persuade - reaches a large audience - message conveyed through non-personal mass media |
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PRINCIPLE
An effective advertisement is one that can be proven to meet its objectives. |
PRINCIPLE
An effective advertisement is one that can be proven to meet its objectives. |
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Which "P" is advertising a part of?
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Promotion
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What are the four components of advertising?
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- Advertising strategy
- Creative idea - Creative execution - Media planning/buying |
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What does advertising strategy consist of?
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The logic and planning behind the ad.
- which market to target - where to place the ad - what is the objective behind the ad |
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What is a creative idea or concept?
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The central idea that grabs the consumer's attention and sticks in their memory
- creativity is involved in every aspect of advertising including strategy, research and media buying |
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What does creative execution require?
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For the ad to reflect the highest production value in the industry
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What does media buying/planning entail?
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- reaching a broad audience through TV, internet, print, etc.
- deciding how to deliver the message |
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PRINCIPLE
how you say something and where you say it is just as important as what you say |
PRINCIPLE
how you say something and where you say it is just as important as what you say |
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Types of advertising include:
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- brand advertising
- retail or local - direct response - B2B - institutional - nonprofit - public service |
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Who is the 'advertiser'?
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- business looking for an ad agency
- has identified a problem that advertising can solve - selects target audience, sets budget, approves ad plan - hires agency |
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Who is the 'agency'?
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- strategic and creative experts
- operates more efficiently than an advertiser could |
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What is the 'media'?
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Channels of communication that carry the message to the audience
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Who are the 'suppliers'?
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service organizations such as:
- artists, writers, consultants, printers, freelancers, etc. |
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Who is the 'target audience'?
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the people to whom the ad is directed - their responses determine if advertising is effective
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What is targeting?
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the process of identifying the people in the desired audience
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What departments does a full service agency offer?
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- account management
- creative services - media planning - account planning - accounting - traffic - production - HR |
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Job description: Account Management
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- the liaison between the client and the agency
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