Advertising Lecture Notes Review

Flashcards covering key vocabulary and concepts from the advertising lecture notes.

Advertising

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

Phoenicians in 1200 B.C.

Painted messages on stones near paths where people often walked to advertise products.

British in the 13th century A.D.

Began requiring trademarks to protect buyers and identify makers of quality products.

The Boston News-Letter

Included an ad for his own newspaper in the first issue in 1704.

Cyrus H. K. Curtis

Promoted advertising as the way for magazines to succeed.

Federal Trade Commission (FTC)

Monitors deceptive advertising.

WEAF in New York

Broadcast its first advertisement in 1922 selling apartments in New Jersey.

Lucky Strike Dance Orchestra

Premiered on NBC in September 1928, leading to a 47% increase in sales.

Magazines

In 1938 radio collected more advertising money than them.

Repetition in Advertising

Repeating a simple message to make it more effective.

Banner Advertising

Scrolling advertising messages across a website or appearing in a box on the site.

Click-Through Rate

The rate at which someone who sees an advertising message on an Internet site clicks through to learn more; generally less than 1%.

Marketing Research

Examines the products potential, where it will be sold, and who will buy the product.

Media Selection

Suggests the best combination of media buys for a client (TV, newspaper, magazine, billboards, Internet).

Creative Activity

Thinks up the ads and writes the copy for TV, radio, print, and Internet.

Account Management

Liaison between the agency and the client; handles client complaints and suggestions and manages the company team assigned to the account.

Administration

Pays the bills.

Mass Media Dependence on Advertising

Advertising business and the media industries are interdependent; the advertising business is dependent on the nation’s economic health; success is measured by results; benefits of different types of advertising must be analyzed.