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28 Cards in this Set
- Front
- Back
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Volney B Palmer
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invented ad agency in 1841, it placed ads rathr than writing them
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F Wayland Ayer
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1st full service ad agency. plans, creates produces and places ads
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Magazines and advertising
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allows for targetting a specific audience
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Unique selling Proposition
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sets one product of the same category from another, distinguishable aspect (m&M's melt in ur moth not in ur hand)
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Consumer culture
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identity and worth dont reside in ourselves but in the products and brands that we buy
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Demographics
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the intended audience of an ad in terms of race, gender, age and economic level
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pychographics
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intended audience of an ad in terms of lifestyle and attitides
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product oriented TV commerials
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product is the star
(billy mays w/ OxyClean) |
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lifestyle TV commercials
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your life will be improved if you have this product (Lee jeans)
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puffery
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legal, exaggeration (energizer...)
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Federal Trade Commission
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fine, cease and desist orders, corrective advertising
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War Advertising Council
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most successful campaign was for warbonds
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Advertising Council
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after war
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national Advertising review board
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created in responce to criticism and corruptive to culture, efforts to raise the image of advertising
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The Consumers Union
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depression, to protect public from false advertising
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7) Networks Get the Net
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relationship between online audience and TV audience: Online= smaller, easier to reach, fewer ads, can not be skipped, younger and more male
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8) Inside The Divide
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disabled group
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9) Advertising may Be Hazerdous To Your Health
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what audience is targetted by ads? children
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Big Deals: I Love Lucy
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lucille ball owns
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Quiz Show
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Herbert Stemple dropped
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People Vs Patrick Smith
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illustrated no anonymity
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Digital democracy
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blog, meet and greet, outreach
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Big Brother Big business
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google keeps searches forever
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Your Ad Here
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average exposure to 5,000 ads per day
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Undercover Marketing
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vodka techinique: Viral marketing
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Sell and Spin: a History of Advertising
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1. what medium contributed most to ads? TV
2. early ad technique: repetition |
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Ways an Ad can be false:
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-lie outright (listerine)
-not the whole truth(ahlf cal. bread) -lies by implication |
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Measuring effectiveness of Ads:
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-copy testing(would u buy this product?)
-recognition testing(remeber this ad?) -recall testing(see any good ads lately?) -awareness testing (what product do u use?) |
