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24 Cards in this Set
- Front
- Back
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Advertising
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Any paid form of non-personal communication about an organization, product, or idea
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Birth of a Consumer Culture
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Where consumerism started. Traced back to when newspapers advertised to a narrow elite audience.
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Economy of abundance
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As many or more goods as there are people.
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Brand Name
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Word or phrase attached to a prepackaged good so they can be better promoted to the general public.
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Advertising-Supported Media
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Media product doesn't by ad space, they sell you to advertisers.
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William Paley
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Founded CBS
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Consumer Advertising
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Directed at people who will buy cheap goods.
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Local Advertising
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relates to advertising on a close proximity--wants you to come in now.
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Facets of advertising business
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Client, agency, media, and audience
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Client
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Have a product to advertise and sell.
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Open Contract
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Agency providing advertising space in any publication than only a few.
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Three things advertisers offered when they need to use different mix of media to attract audience
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Research, creativity, and media planning
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Research and Planning
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having objectives, aiming for charactersitcs with target audience, testing the audience.
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Creative Activity
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coming up with the big idea--
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Media Planning
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Buying media at best rates, evaluating how effective purchase was.
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CPM
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Cost per thousand views.
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Zoned Coverage
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Coverage for specific parts of a city.
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Drive Time
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When people are driving to and from work.
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Outdoor Advertisements - qualifications
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Billboards, can catch people in captive environment; limited to short messages
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Magazines
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Specific niche audience--high print quality.
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Television
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sound, motion, visuals.
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Audience
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Product the media sells to potential advertisers.
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Psychographics
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Moods, feelings, opinions, lifestyle choices -- emanual demby was the first to use it.
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Long Tail of Advertising
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Internet advertising
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