APRD 1003 Ad Final CU Boulder

What is advertising really about?

Creating memory, not just exposure.

Why doesn't exposure alone matter?

Because if people do not remember the ad, it will not influence behavior.

What is the sequence of how advertising works?

Attention → Processing → Memory → Action

Why is memory important in advertising?

People act on what they remember later.

What are people really buying when they purchase products?

They are buying solutions to problems or identities/feelings they want.

What is the difference between emotional and rational decision making?

Most purchases are emotional first and rationalized second.

What does perception mean in advertising?

What consumers believe or interpret matters more than objective reality.

What are the 4Ps of marketing?

Product, Price, Place, Promotion

What is Product in the marketing mix?

The actual good or service being sold.

What is Price in the marketing mix?

What consumers pay for the product.

What is Place in the marketing mix?

Where and how consumers get the product.

What is Promotion in the marketing mix?

Advertising and communication used to persuade consumers.

Which P does advertising belong to?

Promotion.

What is a target market?

Everyone who could potentially buy the product.

What is a target audience?

The specific people the ad is speaking to.

What is demographic segmentation?

Grouping consumers by age, gender, income, etc.

What is geographic segmentation?

Grouping consumers by location.

What is behavioral segmentation?

Grouping consumers by actions, habits, interests, and buying behavior.

Which type of segmentation is most important in modern advertising?

Behavioral segmentation.

Why is behavioral segmentation important?

Because behavior predicts purchasing decisions better than demographics alone.

What happens when targeting is bad?

Advertising money is wasted on the wrong audience.

What are low involvement decisions?

Quick, habit-based purchases requiring little thought.

What types of products are usually low involvement?

Everyday products like gum, soda, or shampoo.

What do low involvement products usually need in advertising?

Repetition and familiarity.

What are high involvement decisions?

Important purchases that require more thinking and research.

What types of products are usually high involvement?

Cars, colleges, apartments, and expensive products.

What do high involvement products usually need in advertising?

Persuasion, information, and trust.

What is quantitative research?

Research focused on numbers, scale, and measurable data.

What question does quantitative research answer?

How many?

What are examples of quantitative research?

Surveys, polls, and analytics.

What is qualitative research?

Research focused on meaning, motivations, emotions, and deeper understanding.

What question does qualitative research answer?

Why?

What are examples of qualitative research?

Interviews and focus groups.

What is strategy in advertising?

Understanding what matters to people and deciding the overall goal/message.

What is creative in advertising?

How the strategy is communicated visually or verbally.

What is the difference between strategy and creative?

Strategy is what to communicate and why; creative is how it is expressed.

What does a copywriter do?

Writes the words, scripts, and headlines for advertisements.

What does an art director do?

Creates and manages visuals and design.

What does a creative director do?

Makes final creative decisions and oversees the campaign.

What is relevance in advertising?

When the message matters to the audience.

What is resonance in advertising?

When the message emotionally sticks in memory.

What makes advertising effective?

People remembering the advertisement and message.

What is the largest share of advertising spending today?

Digital advertising.

What is digital advertising mainly built on?

Behavior and data, not just demographics.

What major companies dominate digital advertising?

Google, Meta, and Amazon.

What is search advertising best at identifying?

Consumer intent.

What does search advertising show about consumers?

What they are actively looking for or interested in.

What is retargeting?

Showing ads to consumers based on previous online behavior.

What is programmatic advertising?

Automated ad buying using algorithms and consumer data.

What does CPM stand for?

Cost per thousand impressions.

When is CPM most useful?

Brand awareness campaigns focused on visibility.

What does CPC stand for?

Cost per click.

When is CPC most useful?

Driving website traffic and engagement.

What does CPA stand for?

Cost per action.

When is CPA most useful?

Measuring conversions, purchases, or completed actions.

Why is digital advertising not perfectly efficient?

Because not all impressions are equally valuable or effective.

Why does more data not always mean better advertising?

Because data alone cannot fix weak strategy or creative.

What is the main strength of TV/video advertising?

Strong storytelling and emotional impact.

What is a weakness of TV/video advertising?

Fragmented attention and distracted audiences.

What is the main strength of digital advertising?

Precise targeting and tracking.

What is a weakness of digital advertising?

Ad clutter and inefficiency.

What is the main strength of print advertising?

Credibility and depth of information.

What is a weakness of print advertising?

Limited reach.

What is the strength of radio advertising?

Theater of the mind and imagination.

What is the weakness of radio advertising?

No visuals.

What is media strategy?

Deciding where, when, and how ads are delivered.

What is creative strategy?

Deciding what message should be communicated.

What is reach?

The number of people exposed to an advertisement.

What is frequency?

The number of times people see the advertisement.

What is engagement?

Interactions with the ad such as clicks, likes, shares, or comments.

Why are more impressions not always better?

Because impressions do not guarantee memory, relevance, or effectiveness.

Can media placement fix bad creative?

No. Strong placement cannot save weak advertising.

What can happen if frequency becomes too high?

Audience fatigue and annoyance.

What matters more than placement?

Strong ideas and effective creative.