Chuka University COMM 370 - Communication and Advertising II

Flashcards covering key concepts related to Communication and Advertising II at Chuka University.

What is the definition of advertising according to the American Marketing Association (AMA)?

Advertising is any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

What are the four key roles of advertising in business?

Economic, Informational, Persuasive, and Societal roles.

What is the difference between informational and transformational motives in advertising?

Informational motives focus on providing factual information about a product, while transformational motives create an emotional connection by portraying product benefits.

What impact did the Gutenberg printing press have on advertising?

It revolutionized advertising by enabling mass printing.

What are the types of media used in advertising?

Traditional media (print, broadcast, outdoor) and digital media (social media, email, search engine marketing).

What is a Unique Selling Proposition (USP)?

A USP highlights what makes a product or service unique compared to competitors.

What is the role of emotional appeal in advertising?

Emotional appeals create connections with the target audience, influencing their behavior and enhancing message recall.

How does digital media differ from traditional media in advertising?

Digital media allows for targeted audience segmentation, two-way communication, and real-time engagement, whereas traditional media typically offers one-way communication and a general audience reach.

What are some key characteristics of effective advertising messages?

Clarity, relevance, uniqueness, credibility, emotional appeal, and a clear call to action.

Name one example of a persuasive technique used in advertising.

The bandwagon effect, encouraging people to adopt a product because 'everyone else is doing it'.

What is the importance of crisis management in advertising?

It involves addressing negative publicity to rebuild trust and improve a company's reputation.

What is the significance of market segmentation in media planning?

Market segmentation allows advertisers to deliver more targeted and effective advertisements by dividing audiences based on specific characteristics.

What ethical principles should advertisers adhere to?

Honesty and truthfulness, transparency, fairness, social responsibility, and respect for cultural sensitivities.