Advertising Test 1

Advertising

paid non-personal communication from an identified sponsor using mass media to persuade or influence and audience

CHARACTERISTICS OF AD: Paid

Client provides the money necessary to buy the media where ads will run

CHARACTERISTICS OF AD: Non personal

Not made for a specific person, created, for mass audience

CHARACTERISTICS OF AD: Identified Sponsor

Communicate sponsor info; Always have clients name on product

CHARACTERISTICS OF AD: Mass Media

All forms to rely on message

CHARACTERISTICS OF AD: Persuade of Influence

Purpose

CHARACTERISTICS OF AD: Audience

Someone to hear or read message

4 Components of an AD: Strategy

Central idea of a campaign

CHARACTERISTICS OF AD: Creative

Grab attention and stick in mind, (KEY)

CHARACTERISTICS OF AD: Execution

Small details make the difference, hgihest quality

CHARACTERISTICS OF AD: Media

Selecting the right media for more vieworship

TYPE OF ADVERTISING: Local Advertising

Targets customers in a small, specific geographic area near the business

-local newspaper, direct mail, signs

CHARACTERISTICS OF AD: Regional Advertising

Targets consumers across a multi-state area of defined region

-radio, magazines, regional TV

CHARACTERISTICS OF AD: National Advertising

Targets consumers nationwide using mass reach media

-National TV, Internet, National Magazines

CHARACTERISTICS OF AD: Consumer Advertising

Aimed at individual consumers who by, use, or consume products and services.

-everyday goods (food, clothing, personal care)

Business to Business

Directed Toward other business and professionals not the general public,

-software, equip,memt, supplies

Professional Ads

Targeted at professional such as doctors, professors, engineers, or accountants, -who may use the products in their work and recommended or prescribe them to others.

Institutional Ads

Build a positive image or reputation for a company rather than promote a specific product

Print Ads

Advertising that appears on physical printed materials like newspapers, magazines, and flyers

Electronic Broadcasting Ad

Ads shown or heard on TV, radio, movies, or online video platforms

Out-Of-House Advertising

Ads displayed outside the home, such as billboards, posters, bus wraps, and signs

Direct Response

Ads designed to get an immediate action form the consumers, like use a coupon, calling a number, or visitng a website

Social Media Ads

Ads that appear on social platforms Facebook, Twitter, Pinterest, Insta,

Alternative Mix

Advertising that uses non-traditional spaces or channels outside of standard medal, elevators, gas pumps

MARKETING MIX: Product

What business sells

-service. products

MARKETING MIX: Price

How much the customers pays (high enough company makes money, low enough customers, pays)

MARKETING MIX: Place

How the product gets to the customers

MARKETING MIX: Promotion

How business communicates with customers

Marketing

Knowing your audience and offering value and getting the word out

PROMOTIONAL MIX: Advertising

Paid messages delivered through mass media to persuade or influence and audience

MARKETING MIX: Public Relations

Building positive relationships between an organization and its various publics through strategic communication

MARKETING MIX: Sales Promotion

Short-Term incentives designed to encourage trial, boost demand, or increasing product availability

MARKETING MIX: Direct Marketing

Direct communication with individual consumers through channels like email, texts, mail or online ads to generate a response or purchase

Volney B. Palmer

Created the 1st major advertising agency in the U.S. in Philadelphia

N.W. Ayer

Created early creative departments, and ran the first national market- research based ad campaign

Bernice Fitz-Gibbon

A Created famous department store tagline.

“it’s smart to be thrifty”

J. Walter Thompson

founder of one of the world’s most influential ad agencies the expanded advertising into women’s magazines, advertising space brought in religious magazines

Leo Burnett

he introduced simple, relatable brand icons instead of long text,

-create Tony tiger, Toucan Sam, The Jolly Greene Giant

Bill Benach

Transformed modern advertising by focusing on simplicity, emotion, and human, insight rather than formulae approach

David Ogling

A legendary advertising executive known as the “Father of Advertising” strong brand image, product hero of every ad.

Rosser Reves

An advertising pioneer who created the idea of the Unique Selling Proposition- the on specific benefit that make a product different from all others,

-pioneered TV commercials

Mary Wells Lawerence

Created the Slogan.

Integrated Brand Promotions

Process of using wide range of promotional tools working together to create widespread brand exposure

Advertisement-

an individual ad or message.

Advertising Campaign

a planned collection of ads working together toward one objective.

Audience-

group of individuals who receive and interpret messages sent from companies or organizations

Target Audience-

Particular group of consumers singled out by an organization for an advertising

Pre Industrialized Era (1800)

Printed advertisements appeared in newsbooks for skilled laborers

The era of Industrialization (1800-1875)

Circulation of Dailies, no laws or regulations to restrict advertisers, Skilled laborer, services

The P.T. Barnum era (1875-1918)

·       Based on consumer culture (consumption),

The 1920’s

Advertising found respectability, fame, and glamour