Introduction to Advertising – 1st Year
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50 Terms
Q: What is advertising?
A: A paid form of communication used by an identified sponsor to persuade a target audience.
Q: Advertising vs Publicity?
A: Advertising = paid and controlled. Publicity = unpaid and less controlled.
Q: Advertising vs Advertisement?
A: Advertising = the process. Advertisement = the final ad.
Q: Which is paid: advertising or publicity?
A: Advertising.
Q: Which has greater message control?
A: Advertising.
Q: Which has higher perceived credibility?
A: Publicity.
Q: What generates publicity?
A: Newsworthy events.
Q: Fairfax M. Cone?
A: Consumer benefits, price, durability, utility.
Q: William Bernbach?
A: Creative and emotional advertising.
Q: Leo Burnett?
A: Inherent drama, brand characters, storytelling.
Q: David Ogilvy?
A: Informative advertising and factual information.
Q: Jack Trout?
A: Positioning theory.
Q: What major changes occurred in advertising during the 1980s?
A: Audience fragmentation, cable TV growth, direct marketing, agency consolidation, market research, consumer behavior studies.
Q: Who is the Advertiser?
A: The company paying for the campaign.
Q: What is an Advertising Agency?
A: Transforms objectives into persuasive communication.
Q: What is the Message?
A: The advertisement itself.
Q: What is the Channel?
A: The medium used to deliver the message.
Q: Who is the Receiver?
A: The target audience.
Q: What is Feedback?
A: Consumer reactions.
Q: Information Function?
A: Creates awareness and provides information.
Q: Economic Function?
A: Stimulates demand and economic activity.
Q: Social Function?
A: Promotes social values and cultural norms.
Q: Political Function?
A: Influences public opinion and civic participation.
Q: Persuasive Function?
A: Changes attitudes and motivates behavior.
Q: Informative objectives?
A: Create awareness and educate consumers.
Q: Persuasive objectives?
A: Change attitudes and differentiate brands.
Q: Reminder objectives?
A: Maintain awareness and loyalty.
Q: What are the 4 Ps?
A: Product, Price, Place, Promotion.
Q: Which P contains advertising?
A: Promotion.
Q: Commercial advertising?
A: Promotes products and services.
Q: Institutional advertising?
A: Builds company image.
Q: Public service advertising?
A: Promotes social causes.
Q: Political advertising?
A: Supports candidates or political ideas.
Q: Full-service agency?
A: Provides all advertising services.
Q: Creative boutique?
A: Focuses on creative work.
Q: Media specialist company?
A: Focuses on media planning and buying.
Q: In-house agency?
A: Agency inside the company.
Q: Main role of Account Services?
A: Agency-client relationship.
Q: Main role of Marketing Services?
A: Research and consumer insights.
Q: Main role of Media Services?
A: Media planning and buying.
Q: Main role of Creative Services?
A: Producing advertisements.
Q: What does a Copywriter do?
A: Writes headlines, slogans, and body copy.
Q: What does an Art Director do?
A: Handles visuals, layout, and design.
Q: What does a Creative Director do?
A: Supervises all creative activities.
Q: What is advertising planning?
A: Systematic process of setting objectives, strategies, media, budget, and evaluation.
Q: Situation Analysis?
A: Studies market, competitors, consumers, and brand position.
Q: What tool is commonly used during Situation Analysis?
A: SWOT analysis.
Q: What does SWOT stand for?
A: Strengths, Weaknesses, Opportunities, Threats.
Q: What should objectives be?
A: SMART.
Q: What does SMART stand for?
A: Specific, Measurable, Achievable, Relevant, Time-bound.