Principles of Advertising Study Guide

* advertisement Business either using an agency or take a crap hold of your own publicise segment/advertise on your own. Government is a regulatory body, create laws to gravel publicise, things you passel advertise and things you put upt advertise Cig atomic number 18te Comercials on TV hallway Corp trying to lobby gov. to change for the good, cardinal forces, that cipher gov, is a autocratic thing and thinks its good for them to regulate everything and keep things in order. others who think the gov. needs to be smaller, and that they should non hold as much control. rules of order the culture that your brought up in, tradition, morals and values of the mass.Business Finance the amount of bullion involved in advert to promote your yield. Marketing Finding a need that the people indirect request, and filling that need. Advertising Non soulal (to every wizard whose watching, non skillful to star mortal), Always paid for, communication of info ab by the companies product, run or idea through the various medias (Television, Radio, Magazines, Internet) Public Relations calculate out what the people motivation. Publicity exactly like advertizing plainly free Personal Selling what you selling is relatively costly, and exclusive. profession shows where companies allow to meet perspective corp. uyers, they bottom taint a manage of lunge on behalf of their company. Promotions any inducement or excitement to get you fire roughwhat the companies product. (giving out free t-shirts) Operations whatever the company does Types of markets ad goes after Consumer Market things you might see on tv or date on the radio Business/Profesional Market Government onerous to sell things to the government, and Profesional advertising for accounting software, and things that your generally not going to submit for pleasure, but there going to be ways to improve your business.Bar Magazines, no one is going to buy the stuff in that magazine, but owners of restraunts are going to buy it. Business trying to get your beer on the primary shelf, and dealing with the grocery store , or liquor store integrated Marketing system Customers hear from a various amount of antithetical markets. (Flagler College business Cards) The consistency so everyone knows what a companies about, and what their image, logo, and slogan is.All state nourish their lil slogan on anything they hand out, The Good Hands People, and have their logo on most things, and have their color that they ever intent, so it depart last in peoples memories and they associate everything their company with it. Art to creating fit advertising to get their content out properly. Theres going to be a persona ( congressman), a Medium (Getting the content out with a crafty phrase or manything) , and the way people will receive it. Spokesperson Someone that speaks on behalf of a company. hey can be a person (like William Shatner for priceline) but th ey can also be a persona (like Ronald McDonald), pretty much any person thats getting the companies message out. They should be catchy, and will wasting disease catchy phrases (subway foot-long song, or I want my Baby Back Ribs) You need that artistic eye, reliable color combos can make all the difference and mean completely disparate things. A lot of times they will advertise things as being bigger, and appear better than they are. A lot of companies will take out some of the product, Bags of potato chips, making a beer entirely 11. 5 ounces rather than 12. out of 5 dentist recommend it ( thats not a lot of dentist out of the millions that exist) damage Economic Argument Argument that arguing Exclusive Distributions you need to buy the decent to sell a certain product in that area. Advertising perpetuating stereotypes advertising can sometimes arrest out stereotypes for certain people. They have women in the kitchen in commercials, and men always doing the work. Ad agen cies need to regulate themselves, they actually meet every course of instruction to figure out what they can do, and what they cant do. FTC Federal employment commission deal with any company that does trade with more than one state.If there is not trading involved in more than one state than it is generally just regulated by the states capital The FTC will tell people to not air something, and make sure that nil offensive is on the air. If you have ont sign the consent to chequer then you have make another commercial correcting your mistake, and putting out a stark naked ad with the correction on your expense. (corrective advertising) Puffery is exaggeration, and that is something you can do. * self-importance actualization becoming the top , ceo, of a company, youve prove to the world that your at the top, and are very successful. Generally these people will buy the expensive cars, boats, jets, watches, and ect. * Assumption Factor Never assume you know what your target is, or what they want. * Task Utility product or good that does something for you, makes doing a task easier. * Premade food * Form utility when a manufacturer puts unneurotic hundreds of pieces that you would not want to do. * A computer being built for you, a chair, ect. * eon Utility product or service acquirable when you want it. * erectt buy a Harley Davidson right away, going to be at least a few months to get one. * Where utility the product is available where you want.This includes being delivered to your house. * Perception is the currentity if you perceive a product to be better, than it is. * * Ch. 1 Advertising Today Advertising lets customer certain of a product, comprehend what its used for, and see how it is different from its competition. Info will top up create a conviction, that this product is better. It will then give the customer a desire to buy from this retailer, and service them take the action to buy a product. Integrated Marketing Communic ations (IMC) when consumers receive consistent and positive messages about a brand.Marketing Communications Tools that companies and organizations use to initate and maintain contact with their customer, clients, and prospects. Advertising is the structured and composed nonpersonal communication of randomness, unremarkably paid for and usually persuasive in nature, about products by identified sponsors through various media. A type of communication, structured, and composed Directed to groups of people, not individuals so its nonpersonal Most is paid for by sponsors Public service messages carried at no charge because of their nonprofit status. Product encompasses goods, go, and ideas.Medium the channel of communication advertising reaches us through. Word of mouth (WOM) when you tell somebody how much you like a product. Becoming more popular thanks to twitter and characterbook. Mass Media the traditionalistic way of advertising. Addressable media direct mail. Intera ctive media the internet Nontradional media shopping carts, blimps, and dvds. * 2 types of dimensions in advertising * Communication dimension how advertising is actually a form of structured, literary communication. Marketing dimension explains the important role advertising plays in business.Economic dimension shows how and why advertising evolved as it did. Social and respectable dimension considers the impact of advertising on consumers, businesses and society. * Source Dimension jockstrap the company advertising a product or idea, legally liable for the communication and has a message to communicate to actual consumers. Author the sponsors ad agency, a creative team at an ad agency. Persona legitimate or imaginary spokesperson who lends some voice or noise to the ad. * Message dimension Autobiographical tell a story about myself to you the imaginary audience.Narrative messages a third-person persona tells a story about others to an imagined audience. shimmer m essage the characters act out events directly in front on an imagined epmpathetic audience. * Reciever Dimensions Implied consumers Adressed by the ads persona, imagined by the ads creators to be the ideal consumers who accept uncriti accosty the arguments made by the ad. Sponsorial consumer- the gatekeepers who decide if the ad will run or not, group of decision makers at the sponsors organization. unquestionable Consumer people in the real world who make up the ads target audience.They will actually get to see and hear the ad . * Feedback completes the cycle, verifying that the message was received. * Every business has three wide of the mark functional division Operations, Finance, and Marketing. * Marketing the process of planning and executing the conception, pricing, distribution, and advance of ideas, goods, and services to create exchanges that atisfy the perceived needs, wants, and objectives of individuals and organizations. Consumer advertising most advertising fall under this category. Retail advertising advertising sponsored by retail stores and businesses. prostate specific antigen (Public Service Announcements) Industrial / Business Markets Business to business rarely seen by the actually consumer, because they will generally specialize in one department. Kitchen Magazines for restraunts. Trade Advertising Whole barterrs, retailers, and dealers. Generally a product is change to these companies so they can get rid of a mass quanity at one time. passkey advertising advertising aimed at teachers, accountants, doctors, engineers, ect. Used to convince professionals to recommend or prescribe a specific product or service, to buy brands of equipment and supplies for use in their work, or to use the product personally.Agricultural advertising to promote products and services used in agriculture to farmers and other employed in agribusiness. Price strategies Image advertising creates a perception of a company or a personality for a b rand, is rarely explicit about price. just about never mention price, but always say how cool it is to have their product. Sale advertising used most often by retailers, dealers, and shops to call attention to a recent drop in the price of a brand or service. Place Global, inter subject, national, regional, and local.Promotion Personal selling face to face interaction or telemarketing. Usually amply priced items like cars or real estate. Product advertising service and goods Nonproduct advertising sells ideas Noncommercial advertising seeks donations, volunteers, or changes in consumer behavior. Awareness advertising wants to create an image for a product and position it competitively with the goal of getting readers or viewrers more aware of their product. Action advertising (Direct-response) toll free number for immediate information.Sales promotional material coupons, free samples, contests, or rebates on the purchase price. Public Relations substantiative materials brocures, catalogs, posters, sales kits, instruction booklet, ect. Art managing director responsible for visuals Creative Director responsible for all creative departments Typically comes from the copy side * in writing(predicate) designer works on the visuals * Rainmaker acountive executive, they pitch what advertising agency can do * Copy-writer responsible for the slogan, and words * Resignance you get what the ad is trying to get through, or say to you. Relevant good ads should all be relevant, has some type of reason. * What good advertising should do Inform where is product, how much does it cost, what is it, belief should give you reasons to try product or service Reminding have to embrace to let you know that they are still there. Objective statement what ad is trying to accomplish, are you solving a problem, something that makes life easier Supportive bidding what can you put in there to support what you are reflexion Getting a spokesperson, athlete to go in there to back up the product.Primary demand demand for the entire product class discriminating demand demand for a particular brand. Abundance principle states that in an economy that produces more goods and services than can be consumed, advertising serves two important purposes. Keeps consumers informed of their alternatives (Complete information) It allows companies to compete more effectively for consumer dollars (Self-Interest) * Why people are against advertising Short term manipulative arguments saying advertising is deceptive or manipulative.Puffery exaggerated, subjective claims that cant be proven true or false, such as the best, or the only way to fly. Non-product facts aimed not at the product but the consumer, and does not really give any information about the actual product. such as Pepsi. The choice of a new generation. Social or enviormental impact of advertising long-term macro arguments. Manipulates us into buying things we dont need. Replacing our c itizen democracy with a selfish consumer democracy.Only 17 share of consumers view advertising as a source of information to help them decide what to buy. Too much advertising. * Ethical means doing what is morally right in a given situation. * Social responsibility doing what society views as the best for the welfare of people in general or for a specific community of people. * CARU (Childrens Advertising Review Unit promotes responsible childrens advertising and to respond to public concerns, self regulatory guidelines for childrens advertising. * Fair information practice principlesNotice requires website to clearly post its privacy policy Choice consumers level of control over being profiled and how their information is used Access index for consumer to access information collected about them and make amendments to it. Security requires advitisers to foster the data they have colleceted Enforcement requires all industry members subject themselves to third caller moni toring by independent company. FTC major regulator of advertising for products sold in interstate commerce.Substantiation supporting data and scientific studies to their products purpose Endorsements the person promoting the product cant be misleading, he has to actually use that product himself. Affirmative disclosure gives health warnings Remedies for unfair advertising react decree document the advertiser signs agreeing to stop the objectionable advertising finish up and desist order when consent decree wont be sign(a) ftc may prohibit further use of the ad. Corrective decree explains how their ad was wrong before and corrects the misleading mistake.FCC responsible for protecting the public arouse and encouraging competition. Four distinct groups in advertising Advertisers companies that sponsor advertising for themselves and their products. Advertising agencies helps the advertisers plan, create, and prepare ad campaigns and other promotional materials. Suppliers assist both advertisers and agencies in preparing advertising materials. Media sell time and space to carry the advertisers message to the target audience.Local advertising targeting customers in their geographic area. Sometimes called retail advertising because retail stores account for so much of it. Dealers or local franchisees of national companies. Stores sell a variety of items. (grocery, department stores, convience) Speciality businesses and services (Banks, restaurants) Governmental, and nonprofit organizations. Product advertising promotes a specific product or service Regular price-line advertising informs consumers about services or merchandise domiciliateed at regular prices.Accounting firms might use regualar price-line Sales advertising placing items on sale and offering deals Clearance advertising making room for a new product line getting rid of the old stuff at a low price Institutional advertising create a favorable long-term perception of the business as a whole, not just of a particular product or service. Im loving campagn. much of an idea Classified advertising locate and recruit new empoyees, offer services, sell or lease merchandise.Integrated marketing communications (IMC) joining together in a consistent manner everything that communicates with customers. Co-op advertising march on the manufacturers brand image and to help its distributors, dealers, or retailers make more sales. Newspapers want to advertise in newspaper because a lot of people, different sections for different types of ads, and can also be local. Disadvantage poor production, no high quality animation and mostly black and white. Ad is normally suddenly termed, because new paper comes out everyday.