intro to advertising midterm

Advertising

Paid, persuasive communication through mass and interactive media connecting a sponsor with consumers, providing product info, and interpreting features for needs.

Basic Functions of Advertising

Identification (brand recognition), Information (features and benefits), Persuasion (builds preference and loyalty).

Key Components of Advertising

Strategy (objectives), Message (concept + consumer insight), Media (target audience + channel), Evaluation (measure results).

Types of Advertising

Brand, Retail/Local, Direct-Response, B2B, Institutional, Nonprofit, Public Service (PSA), Specialized.

Roles of Advertising

Marketing Communication (builds brands), Economic (creates demand, lowers prices), Societal (shapes culture and self-image).

Evolution of Advertising

Print Era, Agencies Era, Scientific Era, Creative Era, Accountability Era, Social Media Era.

Key Players in Advertising

Organization (advertiser), Agency, Media, Suppliers/Consultants, Consumers (user-generated content).

Types of Agencies

Full-Service, In-House, Specialized, Creative Boutique, Media-Buying Service.

How Agencies Are Paid

Commissions, Fees, Retainers.

Jobs in Agencies

Account Management, Planning and Research, Creative Development, Media Planning and Buying, Internal Operations.

Changes in Advertising Practice

Consumer Control, Weakened Media, Interactive Communication, Real-Time Advertising.

IMC (Integrated Marketing Communication)

Everything communicates; goal is consistent, unified brand message across all channels.

Public Relations (PR)

Builds mutually beneficial relationships between organizations and their publics.

Publics in PR

Employees, Communities, Shareholders, Customers, Institutions.

PR vs. Advertising

Advertising is paid, controlled, focused on sales. PR builds image and goodwill using earned and owned media.

Functions of PR

Employee Relations, Financial Relations, Public Affairs, Community Relations, Consumer Relations, Corporate Reputation, Crisis Management, Campaigns, Fundraising.

PR Tools

Paid, Owned, and Earned media; News releases, VNRs, Pitch letters, Press conferences, Publications, Events, Online communication.

Trends in PR

Mobile communication, Visual storytelling, Social media, CSR, PR measurement.

Direct-Response Communication (DRC)

Personal, measurable, action-based messages; higher cost but efficient targeting.

Elements of DRC

Offer (“What’s in it for me?”) and Fulfillment (delivery and response processing).

Primary Media of DRC

Personal Sales, Direct Mail, Print, Broadcast/Digital, Telemarketing, Internet.

Promotion

Short-term activities to spur action and build relationships.

Consumer Promotions

Coupons, Rebates, Sampling, Contests, Sweepstakes, Price deals, Premiums, Specialty ads.

Trade Promotions

Incentives for distribution members; Push (sellers) and Pull (consumer demand) strategies.

Multiplatform Promotions

Sponsorships, Event Marketing, Loyalty Programs, Partnerships, Cross-promotions.

Databases in Marketing

Customer and prospect lists with contact info and predictive traits for targeting.

Communication Models

Mass Communication (SMCR: Source → Message → Channel → Receiver), Interactive Communication (two-way dialogue), Nonverbal (logos, imagery).

Traditional Effects Models

AIDA (Attention, Interest, Desire, Action) and Think/Feel/Do (Cognition, Emotion, Behavior).

Facets Model of Effects

Perception, Emotion, Cognition, Association, Persuasion, Behavior.

Purpose of Research in IMC

Brand decisions should be driven by consumer insights.

Types of Research

Primary (surveys, interviews, focus groups), Secondary (existing data).

Applications of Research

Market information, Consumer insight, Brand information, Media research, Message testing, Evaluation.

Research Designs

Quantitative (“what”) and Qualitative (“why”).

Data Collection Methods

Surveys, Interviews, Focus groups, Panels, Observation, Diaries.

Research Challenges

Sampling accuracy, Cultural sensitivity, Multi-channel complexity.

Consumer Decision Process

Need recognition, Information search, Evaluation of alternatives, Choice, Post-purchase evaluation.

Involvement in Decision Making

Low involvement = quick, low risk; High involvement = complex, high risk.

Consumer Behavior

How individuals or groups select, purchase, use, or dispose of products.

Cultural Influences

Norms, values, beliefs that guide behavior.

Social Influences

Social class, reference groups, family, brand communities.

Psychological Influences

Motivation, perception, learning, attitude, needs, and wants.

Maslow’s Hierarchy of Needs

Physiological, Safety, Belonging, Esteem, Self-actualization.

Segmentation

Dividing market into groups with similar characteristics.

Segmentation Types

Demographic, Life-stage, Geographic, Psychographic, Behavioral, Benefit-based.

Targeting

Selecting best audience segment(s) to pursue and match positioning.

Strategic Planning

Identify problem, set objectives, decide strategies, implement tactics.

Levels of Planning

Business Plan → Marketing Plan → IMC Plan.

Marketing Plan Steps

SWOT analysis, Set objectives, Select targets, Position brand, Develop 4 Ps, Implement.

Creative Strategy

Combines insight, research, and creative execution to communicate effectively.

Account Planning

Research and analysis to uncover consumer insights.

Consumer Insight

Intersection of consumer interests and brand features.

Creative Brief

Summarizes problem, audience, insight, objectives, proposition, tone, and direction.

Big Idea

Central creative concept that drives campaign across platforms.

Message Strategy Approaches

Head (rational) vs Heart (emotional); Hard Sell vs Soft Sell.

Frazer’s Six Creative Strategies

Preemptive, USP, Brand Image, Positioning, Resonance, Affective.

Common Ad Formats

Lecture, Drama, Problem-Solution, Comparison, Humor, Storytelling.

Copywriting

Crafting ad text that gets attention and prompts action.

Print Media Writing

Headlines, Subheads, Slogans, Body copy, Call to action.

Broadcast Writing

Radio uses sound and imagination; TV combines visuals and storytelling.

Digital Writing

Interactive and conversational; Websites, Blogs, Social posts, Display ads.

Visual Communication Functions

Grab attention, Stick in memory, Tell stories, Persuade, Anchor associations.

Design Elements

Color, Layout, Typography, Photography, Illustration.

Print Production

Newsprint, Magazines, Outdoor ads—use bold visuals and simple text.

Video Production Process

Preproduction (planning), Production (shooting), Postproduction (editing).

Web Design Principles

Eye-catching graphics, Fast load, Simple type, Clear navigation.

AIDA Model

Attention, Interest, Desire, Action.