J564 Unit 1 Exam

Third-person effects

Belief that others are more affected by messaging than you personally are.

Marketing perspective

Advertising strategy that emphasizes importance of understanding consumer needs and benefits.

Daniel Pope typology

Typology based on the development of advertising agencies

Merle Curti typology

Typology based on how consumers conceptualize the behaviors of consumers

Leiss, Kline, and Jhally typology

Typology based on content of advertising

Trout and Reis typology

Typology based on post-WW2 marketing strategies

1800-1870 ad characteristics

Simple product announcements; communicate what product is being sold at a glance

1800-1870 key historical events

Access to new markets via westward expansion, growth of national production, rise of new consumer bases

1870-1910 key historical events

Mass industrialization, larger markets & greater competition, improvements in printing technology

Development of independent advertising agencies

Influenced by innovations in print, growth in national firms, and increasing competition requiring specialists in advertising services

1870-1910 ad characteristics

Limited use of images
Use people to improve relatability
Use of emotion/”soft sell” to persuade

1870-1910 technology ads

Educate consumers on new product

1870-1910 medical ads

False, misleading, & ridiculous claims to drive sales

1910-1930 key historical events

Radio
Roaring 20s prosperity

1910-1930s ad characteristics

Shift from hard sell to soft-sell
Focus on consumers
Selling status, elegance, luxury
Manipulating consumer fears to drive sales
Increasing use of images & photography to catch attention

1930s-1940s

Innovation: broadcast media
Defining characteristic: drama & emotional appeals

1930s-1940s key historical events

Great depression & WW2 —> massive societal challenges
Rapid acquisition of radio & TV
Expansion of mass production

1930s ad characteristics

1. sell “ideal world” during a time of instability

2. Create problems for consumers and position product as remedy

WW2 ad characteristics

Position firms as patriotic & encouraging of behaviors that support the war effort

Cross promotions

Post WW2, using actors to promote both movies and products (i.e cigarettes)

1950s

Innovation: mass marketing
Defining characteristics: celebrating the nuclear family

1950s key historical events

Cold war
Civil rights movement
TV use becoming widespread
Post-WW2 economic boom

1950s ad characteristics

“Sell what we produce”
Reliance on hard sell; connect product to American dream/ideal family lifestyle

1960s

Innovation: marketing perspective
Defining characteristic: segmentation and positioning

1960 key historical events

Vietnam
Women’s liberation
Rise of counter culture
Television becomes dominant advertising medium

“Produce what we sell”

Utilizing marketing research to assess consumer characteristics, identify niche audiences, and create products to meet consumer needs

“Businesses adapt to consumers”

1960s role of advertising

Massive proliferation of new products, consumers faced with endless choices

Advertising becomes important to differentiate highly similar products to target different groups

Proliferation/Concentration Paradox

As firms expand production to stay competitive, they must target increasingly niche groups of consumers to make $$$

Proliferation of advertising

Caused a rise in importance of brand names
Increased the importance of product difference

3 types of product differentiation

1. Highlighting real differences in products

2. Emphasizing insignificant product attributes

3. Creating product attributes that don’t exist

Product positioning

Identifying a target segment of the market, then trying to get people to think abut your brand in a certain way

Create associations between brand and qualities

1970s

Innovation: cable television

Defining feature: entertainment-oriented, socially-concious advertising

1970s key historical events

End of Vetnam
Nixon/Watergate
Inflation surges, energuy crisis

Cable television

Creates “crowded” media environment, increases competition for attention of consumers

Solution: make advertisements entertaining via humor or irony

1980s

Innovation: narrowcasting
Defining characteristics: personalization

1980s key historical events

Growth of cable TV
Mass deregulation
Merger mania

Technology ads in the 1980s

No longer about introducing a new technology; focuses on how a product can fit your individual needs

1980s ad characteristics

Cinematic, highly produced, big-budget

1990s

Innovation: the internet
Defining characteristic: website marketing

1990s key historical events

Growth of internet
Good econ

1990s ad characteristics

Focus on repetition, memorability

2000s

Innovation: social media
Defining characteristics: social marketing

2010s

Innovation: mobile media
Defining characteristics: digital advertising

Advertising age, Part 1

As communication technology & market access increased in the late 19th century, businesses become more competitive, demanding product differentiation. Advertising captured this untapped market and became more complex as competition increased.

Hard sell

Advertising that conveys qualities of item and its superiority compared to competitors

Soft sell

Advertising that conveys a “feeling” or a desired lifestyle to consumers.

1A Amdorfer et al — marbles in soup

First use of corrective advertising to protect consumers from false claims

1A Amdorfer et al — Toyoto in America

Toyota adapts its car models to meet tastes of American consumers

Advertising Age Part 2

1930s — rise of radio
1940s — radio becomes primary form of mass media consumption
1950s — selling techniques shift to motivartion research & demographic targeting

1B Campbelll — double-edged sword

Ban on advertising hurt female doctors because they required advertising to drive business for their private practices, but medical advertising made women appear unprofessional

1B Campbell — Blackwell’s advertising techniques

Used lecture series to advertise her business in a manner that appeared professional.

Advertising Age Part 3

1960s — creative revolution
1970s— rise of data-driven marketing
1980s — shift to 15-second TV ads; “war for attention”

1C Martin — television & marketing

Television allowed advertisers to target niche markets and create brand consciousness

1C Martin — women & marketing

Women in the 1950s often held the power of the purse, so ads were created to directly reach women and receive their approval

1D Marchand R — consumption ethic

Advertising in the 1920s encouraged consumers to make purchases based on style, fashion, or preference

1D Marchand R — why consumption ethic?

Invent new business through merchandising style to escape cutthroat pricing competition

1D Marchand R — color

Color options used to encourage purchases based on style instead of utility

1D Marchand R — design

Convert simple goods into fashionable items via lines, shapes, and imagery

1D Marchand R — color ensemble

Create constant demand by selling items in a set of a design or color

Encourage personalization of mundane products

1D Marchand R — style education

Advertisers & retailers began to adopt role as “fashion educators;” consumers relied on salespeople for aesthetic advice

1D Marchand R — planned obsolesence

Introduce regular changes in style & technologies to make items appear “outdated,” thus driving constant sales

1D Marchand R — fine art & photography

Reimagine common items by borrowing credibility from fine art & photography

1D Jolly — facebook advertising

Offer free goods/discounts to garner clicks

1D Jolly — instagram advertising

Use visual media or short videos to capture Gen Z attention

1D Jolly — twitter advertising

Use organic engagement to develop consumer relationships with brands

1D Jolly — pinterest advertising

Create highly specific advertisements geared for searches

1D Jolly — LinkedIn Advertising

B2B, create advertisements designed for professionals

1D Jolly — snapchat advertising

Create advertisements geared for Gen Z

1E McKendrick — conditions for success

1. Industrial rev/new technological innovations

2. Increase in demand for tea/coffee —> new demand for cups

3. Growth of middle class eager to refine their tastes

1E McKendrick — Wedgwood’s strategy

Created demand for his products by targeting nobility; set high prices to give products sense of exclusivity

1E McKendrick — Wedgwood’s advertising

1. Generated aristocratic brand identity; used nobility to advertise

2. Used showrooms, exhibitions, and signature designs to promote brand identity

3. Altered products to appeal to tastes of consumers in different markets