Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
44 Cards in this Set
- Front
- Back
|
advertising definition
|
a persuasive message paid for by an identified sponser and ususally delivered through some medium of mass comm
|
|
|
advertising firm
|
an independent business composed of creative and business people who develop, prepare, and place advertisement media for sellers seeking to find customers for their goods and services
|
|
|
details of advertising firms in the US
|
-over 10,000 agencies
-most small agencies (1-10 people) -date back to mid 1800's |
|
|
strategy aka theory
|
the use of general principles to guide current behavior
|
|
|
disruption
|
if you place something where its not supposed to be, you gain attention
|
|
|
how many eras of advertising
|
4, the last debatable
|
|
|
4 eras of advertising
|
Premarketing (pre-1700)
Mass Comm (1700-1920) Research (1920- present) Interactive (present) |
|
|
Premarketing era
|
(pre-1700)
babeloynian clay tablets european inn signs ad laws created ad local and regional, not sophisticated |
|
|
european inn signs
|
3 red squarrels
had pictures b/c people couldn't read inns had to create names due to high amount of travel |
|
|
first and second laws of advertising
|
- sings couldn't extend more than 8 feet from a building
- signs must be high enough so an armored man may ride under on horseback |
|
|
2 things needed for advertising to evolved in premarketing
|
1- centralized exchange- transporting across large geographical space
2- have a supply greater than demand |
|
|
Mass Comm Era expansion...
|
railroads- mass transport & centralized exchance
factories- assembly process, more items than a region can support |
|
|
Mass production resulted in...
|
A surplus of goods, a need to market to mass audience
Used newspapers and brands to reach large audiences |
|
|
Mass comm isnt' successful until...
|
mass producers start to advertise in them, subsidizing the cost
|
|
|
Mass Comm Era
Volney Palmer |
First ad firm
space broker bought as much space as possible and sold it |
|
|
AAAA
|
Mass Comm Era
American association of advertising agencies 111 founding firms- now over 500 |
|
|
Goals of advertising firms
|
1st- to sell space
2nd- to offer ad creation as well |
|
|
Mass Comm Era key points
|
little regulation
ads expand beyond local national brands major social forces |
|
|
Research era key points
|
-regulation increased
-advertising and corps strived to better serve public - became more sophisticated |
|
|
Interactive Era
|
arges we are in 4th era
rise of technology |
|
|
Semantic differential evalutative scale
|
direct assessment
rate from -3 to +3 Index- many related questions Scale- one question |
|
|
Feeling thermometer
|
direct assessment
feeling as temperature help translate, gives more flexibility to participants |
|
|
Direct assessment techniques
|
ask for evaluation
use when person CAN and WILL tell you the truth and their evaluation |
|
|
Indirect assessment techniques
|
indirectly ask
use if you think the participant CANNOT or WILL NOT tell you their evaluation |
|
|
Physiological indicators
|
property of body to reflect another process
lie detectors heart rate slows or is aroused |
|
|
error- choice technique
|
provide with a bunch of WRONG answers and make pick one
How they answer incorrectly says something about underlying opinion |
|
|
Known Group Technique
|
use a group where i know how they'll respond to build a messure- first time measure, validate a measure
ex: interview ppl in a labor union about their opinions on labor unions |
|
|
Lost letter technique
|
address letters to 2 seperate groups- lose them, see what group gets the most back- attitudes revealed
|
|
|
treatment
|
the manipulation of interest
|
|
|
Classic experiement design
|
condition 1- pre/treat/post
condition 2- pre/ no treat/ post see how treat affected post |
|
|
solomon four group design
|
c1-pre/tre/post
c2-pre/no treat/ post c3- treat/post c4-no treat/ post Can control for effect of pretest |
|
|
interaction
|
the efect of one variable depends upon the value of another variable
|
|
|
Nelsen IAG
|
measures effectiveness of every ad and product placement every night on TV
Effectiveness=recall |
|
|
Starch readership service
|
media mark research and intelligence
effectiveness=exposure |
|
|
How to measure effectiveness
recall |
free recall- no prompt
cue recalls- small prompt "did u see.." recognition- can identify message |
|
|
How to measure effectiveness
comprehension |
understand basic idea/concept of the message
|
|
|
How to measure effectiveness 7 steps
|
recall
comprehension exposure attention attitude change belief change behavior change |
|
|
How to measure effectiveness
attitude change |
i like it vs i didn't
change evaluation of object gut level reation with veilence |
|
|
How to measure effectiveness
belief change |
change a person's fact-based knowledge about an object
x product is on sale NOT always true |
|
|
experiments
|
gold standard, observe reactions rather than ask opinions, exposure controlled, academic, random
|
|
|
observations
|
observe ppl in real world environment
how react when surrounded by stimuli prime prospects- group client targets |
|
|
concept testing
|
consumers evaluate rough ideas, typically rank order
|
|
|
pretest research
|
before ad is released, continue to develop ideas
how message is received |
|
|
campaign evaluation
|
done during ad
should campaign be cut? |
