Introduction to Advertising Lessons 1-6 Quizzes and Midterm Exam

Which of the following would be the best illustration of puffery? "Volvo—safety first" "M & Ms melt in your mouth" "Snacks that taste good" "Nothing outlasts an Eveready Battery"

"Nothing outlasts an Eveready Battery"

Explain quantitative and qualitative research methods.

(1) Quantitative (surveys and experiments) and (2) Qualitative (focus groups and in-depth interviews) quantitative quantitative research is explaining phenomena by collecting numerical data that are analyzed using mathematically based methods it is best suited for answering the "how many?," "how often?," "what percentage?," and "how likely?" questions that need answering in order to create an effective advertising campaign surveys: there is no better method of research than the sample survey process, for determining, with a known level of accuracy, detailed and personal information about large populations qualitative qualitative research refers to the meanings, concepts, definitions, characteristics, metaphors, symbols, and descriptions of things. Qualitative research involves the collecting, analyzing, and interpreting of data by observing what people do and say and then providing an in-depth description the researcher seeks a deeper understanding of the participants' perceptions, opinions, and feelings. more subjective data is collected from a smaller group of participants using techniques such as: in-depth interviews An in-depth interview is a one-on-one, face-to-face interview in which the researcher asks open-ended questions and records the respondents' responses. These interviews usually last between one and two hours and are video recorded. premeditated questions like survey, core of how respondents feel focus groups meeting of a small group of individuals who are guided through a discussion by a trained moderator. 6-12 ppl, group interaction, but can be dominated by 1-2 people friendship groups Friendship groups are a combination of the focus group and the in-depth interview. Instead of using a group of 6-12 people or interviewing one person individually, the friendship group interviews a group of 3-4 people who are friends and know each other well. A friendship group is conducted in a familiar setting pantry studies Advertising researchers will conduct pantry studies to learn as much as they can about the subjects' buying behavior, and how those behaviors translate to personality characteristics. Combined with a friendship group or in-depth interview, pantry studies are an easy way to gather additional information that will increase understanding of the target market ethnographies places the researcher in the setting and environment of the subjects to get the "insider's point of view." To provide quality data the researcher must be a participant in the lives of the subjects and an observer who is able to analyze and describe the information they observe. conducted over long periods of time like days, weeks, months or even years collages a poster or visual representation in which the participant makes use of photos, pictures and cuttings (also text) from magazines and other media, and any other printed material that tells something about him or her as a person. subjects to internalize the product or brand and then they will select words and images that have meaning to them personally. after, describe the pics and explain cartoon bubbles filling in cartoon bubbles is an excellent research method to let subjects express their own personal attitudes and beliefs. subjects will write in the bubbles what they believe or how they personally feel about the brand. photo elicitations the subjects to look at a picture and describe what is going on by telling a story. As the subjects tell the story they will rely on their memories and personal experiences to describe the details of the story.

Recall the types of advertising.

1. By Coverage a. Local Advertising— retail advertising, used by retail and department stores, convenience stores, local franchises of national brands, specialty businesses or services, and government and nonprofit organizations. directed at local customers who live in a specific location near the reseller. b. Regional Advertising—greater coverage than local advertising—typically one or more states are defined as a marketing region. Manufacturers of goods, or large retailers with a number of stores throughout the region will use regional advertising to reach a larger audience. In many cases regional advertising is used in place of national advertising when the advertiser wants to concentrate advertising efforts on a specific location rather than the entire country. c. National Advertising—used by brands that want to advertise their messages to consumers throughout the country. 1. By Audience a. Consumer Advertising—the individuals who buy, use or consume the products or services. b. Business-to-Business Advertising—B2B is similar to consumer advertising but this advertising is aimed at other businesses and professionals typically for products businesses and professionals need to keep their businesses running c. Professional Advertising—directed at professionals such as physicians, professors, engineers, and accountants who, in addition to using the products for their businesses, are expected to recommend or prescribe the products to consumers. d. Institutional Advertising—designed to build a businesses' reputation in the minds of the public. The advertising message tells about the company does not bring benefits in the form of higher sales immediately, but provides a strong base for the company in the future through an enhanced image. 2. By media a. Print Advertising—This advertising appears in newspapers, magazines, journals, handbills, and so on. popular for retail and local advertising. The magazine industry still continues to stay strong because of the revenue they make from print advertising. b. Electronic or Broadcast Advertising—This type of advertising appears on radio, television, motion pictures, video, and the Internet. Electronic and broadcast advertising is expensive but can produce very large audiences. c. Out of Home Advertising—This includes any advertising that is found outside of the home (billboards, posters, signs, transit, and bus wraps). Out of home advertising is the oldest form of advertising d. Direct Response Advertising—urges the consumer to respond directly to the advertiser by taking some action such as using a coupon, or visiting a website. e. Online Advertising—employs the Internet to deliver advertising messages to consumers. commercial sites—Netflix, Hulu+, and even illegitimate sites where people advertise. f. Social Media Advertising— social media sites such as Facebook, Twitter, Pinterest, and others to communicate advertising messages to consumers. Advertisers create messages that will attract attention and then encourage consumers to "share" the advertising message with their friends and others in their social networks. g. Alternative Media Advertising—includes all advertising that does not fall under any of the other types of media advertising.

What does it take to make a great ad

1. Strategy—central idea of the campaign. takes into consideration the marketing objectives, the target market, the creative concept, and the necessary media. 2. Creative—Creative is the key to great advertising. Great ads must be new, exciting, attention getting, and interesting. The ads must grab the consumers' attention and stick in their minds. 3. Execution—The graphics, photography, copy, print quality, layout, design, and all other aspects of the advertisements must be of the highest quality in order to have a winning campaign. 4. Media—Selecting media that will be viewed by the greatest number of people is essential to the success of the campaign.

Explain consumers and consumer behavior.

A consumer is a person who buys or uses products for his or her personal use in order to satisfy his or her needs, wants, and desires Consumers are defined as individuals, but they can also be a group of people, like a household, where they share the use of products. consumer behavior is the study of the process consumers go through to buy or use products in order to satisfy their needs, wants, and desires

construct the purchase funnel

A typical buyer behavior model is the Purchase Funnel, which describes how a consumer moves through the purchasing process. Depending where the consumer is in the purchase funnel the advertiser must use different techniques and media to move them through the funnel to become an advocate of the product At Awareness—When the consumer has a basic desire to try a product, he or she begins to seek out information by looking at Internet sites, billboards, direct mail, TV, radio, SEO, Facebook, blogs, and others. At Consideration—Here the consumer has decided to try the product so he or she begins to filter the information he or she gathered by prioritizing categories, features, and benefits. He or she will do this filtering by looking at ratings, reviews, blogs, apps, and other information sources. At Purchase—The consumer will continue to gather the information by going to a number of stores and also continuing to check online sources. He or she will look for recommendations from opinions leaders, check trusted blogs, and look for a great offer or deal. Eventually the purchase is made. Once they have gathered all pertinent information and examined competitive brands, they make a purchase. At Loyalty—Here the consumer starts to develop a relationship with the brand. Brands can have great success moving consumers into the loyalty stage by gathering vital customer information such as a phone number, home address, and email address. Some tactics such as Loyalty Cards help, but emailing, direct mail, and providing incentives for future purchases can have a lasting effect in creating loyalty. At Advocacy—At this stage the consumer moves from being just a customer to being a brand ambassador. Brand ambassadors, support, recommend, and promote the product through word of mouth, Facebook posts, tweets, writing reviews, and other social media entries. At the advocacy level you let the brand ambassadors do their thing—let them tell everyone how much they love your product. Knowing the brands and products the target market uses can provide some key insights-(1) the advertiser can determine which group of brands their product connects with in the consumers' mind; (2) the advertiser can learn about brands that they may be able to cross promote with in the future; and (3) the advertiser can learn about which media are the best to use to get the target market's attention by looking at how other favorite brands advertise.

Explain the organization of an ad agency

Account Manager the liaison between the advertising agency and the client. They handle all of the affairs of the client and they make sure that the marketing objectives are met and the agency stays within the client's budgets. Additionally, they supervise all aspects of the campaign by overseeing the creation of the creative brief, following the development of the creative, and approving the media plan, promotions and public relations. Call a meeting with the creative team and media team to discuss the expectations of the client Account Planner use various research techniques to gain information, knowledge, and insights about the target market so that consumer centered advertising can be produced. Interviews consumers to determine what motivates them to make a purchase Media Planner translate the marketing objectives into a media plan. Media planners make decisions on where to advertise, when to advertise throughout the year, how long to advertise, and what media will best communicate the advertising message to the consumers. Then they must do all of this in the most cost efficient way as possible Decides which websites are best to place advertisements Media Buyer implements the media plan that was created by the media planner by contacting the media outlets and buying the time and space to place each ad. Media buyers are accomplished negotiators as they secure the best advertising location and price for the client. Calls ESPN and purchases a 30 second spot on Monday Night Football Creative Director This is the person in charge of all the creative content for the campaign. The creative director selects the art director/copywriter team that works on the campaign and it is his or her job to ensure the creative is on brief and is of the highest quality. He or she works with the creative team providing insight and help as needed. He or she is usually present during the creative pitch Decides which creative team should work on the client's campaign Art Director responsible for producing the visual elements of the advertising campaign and are skilled at creating advertising for all of the forms of media. They work on the advertising campaign from the beginning using information gathered about the client, competition, and target markets in order to shape the design, art, and style of the advertisements. Art directors usually work alongside a copywriter to form a creative team. Another part of the art director's job is to cast actors for TV and radio spots, listen to voice tapes for voiceover work, choosing and working with production companies, commercial directors, photographers, and designers Chooses the images and decides on the design of the magazine advertisements Copywriter produces the words to go with the visuals created by the art director. They are the writers or wordsmiths of the advertising agency. In addition to writing the words in print ads, copywriters write slogans, taglines, jingles, television and radio scripts, and any other type of advertising needed. They are also involved in selecting the talent and vendors needed to produce the ads. Writes the television script and headlines for the banner advertisements

The pioneer of retail advertising was Mary Wells Lawrence David Ogilvy Bernice Fitz-Gibbon Volney Palmer

Bernice Fitz-Gibbon

Define what a brand ambassador is and what they are using in advertising.

Brand ambassadors are used by brands to cheerlead, create buzz, and handle customer service issues with the intention of creating or maintaining a positive image of the brand. The biggest advantages of having a brand ambassador working for the brand is, first, they are brand loyal—they love the brand, they use the brand, they speak positively about the brand, and they can get others to try the brand. Second, they are located everywhere, giving them the ability to spread brand information in places where advertising and other promotions may not have access. Third, they can continually provide feedback about brand usage and brand perception. Forth, brand ambassadors are out with the target market—in stores, clubs, gyms, and other locations—connecting with them on a personal basis, in a setting where the consumer feels comfortable

a. Summarize the agency/client relationship

Clients hire advertising agencies to solve their marketing problems. Agencies are expected to add a creative element to the client's communication, and encourage consumers to make a purchase. Agencies work very hard to keep their clients happy and maintain a positive relationship with them. A partner and collaborator, genuinely interested in and capable of building their business Collaboration, objectivity, candor A philosophy of creating change, not ads Strong creative work Team members who "own the customer experience" Integrated thinking Clear and consistent communications An agency team that's open-minded, listens well, and takes direction Creative thinkers in all parts of the team A team that is proactive A team that can take constructive criticism and deal maturely with disappointment Creative A team that thinks big but minds the details

Explain how to determine the advertising strategy and how to write the advertising strategy statement.

Combining two important aspects: the consumer insight and the brand insight, creates a great advertising strategy. 1. decide on who the target market is for the product 2. what are the features of the product 3. what does the product do 4. what does the consumer get 5. what is the emotional payoff for using the product 6. what is the consumer insight 7. write the ad. strategy statement For (name your target market) who (state your consumer insight), (name of the product) provides them with (state your brand insight).

A simple truth that applies to the target market that helps you understand why they buy, why they don't buy, or some other aspect of the way they behave. Brand Benefit Brand Insight Consumer Truth Consumer Insight

Consumer Insight

define marketing mix

E. Jerome McCarthy 1964, t created as a means of translating marketing planning into long-term or short-term practices. elements of the Marketing Mix be changed depending on the product or the desired results. a. Product: The product is the tangible, physical items or an intangible service b. Price—The price is the amount a consumer pays for the product or service. Price is extremely important for the marketer because it determines the company's profits. c. Place— distribution of the product, place is concerned with getting the product from the manufacturer into the hands of the consumers. d. Promotion—communication segment of the Marketing Mix consisting of advertising, public relations, and promotions. This is also known as the Promotional Mix. bring about mutually satisfying exchanges with target markets

T/F Local advertising involves advertising in one or more states.

F

Critique the ethical issues facing advertising

False Advertising Also known as deceptive advertising, false advertising is any advertising message that is untrue. Was a claim made? Is the claim likely to mislead a reasonable consumer? Is the claim material? Puffery when an advertiser makes general and vague claims about a product that cannot be proven or disproven. It puffs up a product to make it seem better than it really is. Puffery often uses superlatives such as: the best, the fastest, the freshest, the newest, the number one, or the most popular Puffery is simply a matter of opinion rather than a factual representation comparative advertising When an advertiser compares their brand to another brand directly or indirectly in an attempt to show the superiority of their brand, the advertiser is participating in comparative advertising Endorsements any advertising message that consumers are likely to believe reflects the opinions, beliefs, findings, or experiences of a party other than the sponsoring advertiser, even if the views expressed by that party are identical to those of the sponsoring advertiser. An endorsement can also be a testimonial, which is a statement in support of the product from a typical user of the product. The FTC states that the endorser must be qualified to speak on behalf of the product because of their experience or training, and they must actually use the product. subliminal advertising below the threshold of consciousness subliminal message is a signal or message designed to pass below the normal limits of perception sex in advertising Advertisers have always used sexual images, nudity, romance, suggestiveness, and sexual innuendo to grab consumers' attention. violence Just as sexual content has been an area of concern for the advertising industry, so has violence in advertising violence has continued to rise and children today are exposed to more media violence than ever before stereotyping generalizations, or assumptions, that people make about the characteristics of all members of a group, based on an image (often wrong) about what people in that group are like stereotypes exaggerate the characteristics of a group and serve as blanket generalizations for all individuals in that particular group Stereotypes can also influence an individual's perceptions, attitudes and behaviors toward another person or group or can dictate how well a person fits into a certain social group Stereotypes can be both positive and negative, but it's the negative ones that can cause harm and injure individuals and groups

Which U.S. federal government agency is in place "to prevent business practices that are anticompetitive or deceptive or unfair to consumers."

Federal Trade Commission

Explain the importance of targeting the consumer.

For advertising to be effective, the advertiser needs to know who the consumers are and what motivates them to make a purchase. This knowledge is based on the understanding of the consumers' demographics, psychographics, lifestyle, buying behavior, and geographical location. This process is called targeting. Targeting is the process of identifying the consumers who are most likely to buy the advertiser's product Need to understand the target audience and the target market. The target audience includes all of the people who can be reached or influenced by the advertiser's message the advertiser's target market is the group of individuals who provide them with the greatest opportunity for sales. Simply put, the target market consists of the "individuals who are most likely to buy the product." These are the people in which the advertising message is directed. i. Entire tree: Target audience ii. Bottom portion of tree: target market deciding on a target market by: Demographics help the advertiser narrow their target market based on category data such as gender, age, income, education, religion, marital status, and occupation psychographics understand what the target market thinks and how they feel all of the psychological factors that make up a person such as values, attitudes, personal beliefs, hobbies, and behaviors how the target market thinks, what they find important lifestyle The way a person lives their life and what they do throughout their day describes their lifestyle. Lifestyle is defined as "the way a person lives. It includes social relations, consumption, entertainment, and dress. A lifestyle also reflects an individual's attitudes, values or worldviews. It's the habits, attitudes, tastes, moral standards, economic level geographics Where a person lives is key to understanding what products he or she will purchase and which ones he or she has no need for. People in separate regions of the United States each need, want, and desire different products than people in other parts of the country. In addition to their location in the country, knowing if they live in the city, the suburbs, or in the country provides a better description of the lives and lifestyle of the target market buying behavior the sum total of a consumer's attitudes, preferences, intentions and decisions regarding the consumer's behavior in the marketplace when purchasing a product or service. By examining the consumer's journey through the buying process the advertiser can begin to understand what resonates, motivates, and moves them to make a purchase. Purchase funnel: awareness, consideration, purchase, loyalty, advocacy

Classify what insights are and how they are found through research.

Insights are more than just fact-finding or information gathering through making observations. Insights are "a-ha" moments or "eureka" moments defined as flashes of inspiration that come when you are introduced to a new concept or idea an insight is not an observation—it explains why, rather than just observing that people do something. It's a new Point of View that is immediately recognizable lead the way to developing an exciting and successful strategy and a well-written strategy leads to great advertising

List the different types of secondary research

Library Research—Libraries are full of secondary research in books, magazines, newspapers, and journals. This is the best place to start your secondary research. Information found in the library can add credibility to the information contained in the advertising plans book Internet Research—The Internet is an excellent place to gather company, product and brand information. Most companies and brands have websites with vital information about the company and brand's history, their position in the marketplace, the company mission and philosophy, a complete guide to their product line, and the owners and managers of the company. In addition, thousands of websites are available on the competition, the target market, product reviews, opinion pieces, customer satisfaction, and any other topic of interest needed for research. One word of warning: don't trust everything you read on the Internet. Make sure you check and double check the information—you wouldn't want to provide your client with false information. iii. Trade Associations—Most industries and manufacturers have trade associations that oversee the industry through bylaws, education, conferences, and advertising. Typically, these trade associations have websites, magazines or newsletters with information about their industry. For example, some of the most recognizable associations are the American Bar Association (ABA) for lawyers, the American Medical Association (AMA) for doctors, and, of course, the American Association of Advertising Agencies (AAAA). There are also associations for the candy industry, the National Confectioners' Association (NCA) (candyUSA.com); the sporting goods industry, the National Sporting Goods Association (NSGA) (nsga.org); the retail industry, National Retail Federation (NRF) (nrf.com), and many others. iv. Secondary Research Suppliers—Because of the massive amount of information available through secondary research, some companies or suppliers have gathered the information together and made it available in index form for a fee. Many of these sources are available free to students through university and college libraries

How to conduct survey research

Make questions easy to understand Keep questions short Don't ask double-barreled questions Avoid biased words Avoid double negatives Make the choices on multiple-choice questions mutually exclusive Bold, italicize, underline, or use all caps on important words or phrases Include all possible choices should begin with a purpose statement that informs the respondents about why the survey is being conducted, that their responses will be kept confidential, and assuring them of their anonymity. It is also a good idea to give an estimate of how long it will take to complete the survey so subjects know how long they have to commit to the survey. End the purpose statement with a sincere request for subjects to answer honestly and to complete all survey questions. The first section of the questionnaire should begin with a few easy to answer questions to help respondents become comfortable with the survey and get them thinking about the topic should go from the most general to the more specific questions about a similar topic, or of similar style together. professionally designed and easy to navigate use online survey tools your survey needs to be long enough to get the information you need, but the best advice for creating a survey is to keep it brief. how to keep under 10 mins First, make sure you eliminate any unnecessary questions. Second, eliminate questions that can be answered from other sources. used to understand and measure the attitudes which lead to determining insights

Advertisements, like those for some weight-loss products, are considered unethical because they are _____________. untrue misleading difficult to understand frivolous

NOT misleading, answer? i think untrue but idk

To determine consumers' reasons, feelings, attitudes, behaviors, and motivations, researchers use _____________ research methods. Extensive Quantitative Qualitative Systematic

Qualitative

Racial Stereotypes

Racial stereotypes do exist in advertising today. There are a number of websites that show ads appearing in the recent media that portray a minority group in a negative or harmful way. Some of the most common stereotypes include showing African-Americans as athletes, entertainers, caregivers for children, and those in need of public assistance. Hispanics appear in advertisements as Latin lovers, sweet señoritas, or the Latina spitfire. Asians are the exotic characters like dragon ladies, China dolls, and martial arts masters. They are also shown as the technology and mathematics experts. over simplify minority groups and affect the way others view and interact with them. Overall the best rule is to show people as they actually are. Don't group people together or make one group stand out from all of the others. Racial stereotyping is an area of great concern in society. As such, great care should be taken to eliminate negative or harmful stereotypes.

The members of the AAAA state in their Creative Code that they will not knowingly create advertising that contains all of the following EXCEPT: Statements, suggestions, or pictures offensive to public Sale prices that show an extreme mark down from the original price False or misleading statements or exaggerations Testimonials that do not reflect the real opinion of the individual involved

Sale prices that show an extreme mark down from the original price

define secondary and primary research

Secondary research is information that has already been gathered from outside sources and is published in books, newspapers, magazines, trade publications, government reports, academic journals, and any number of online indexes. During this process you access, compile, analyze, and summarize all the materials and data that were collected in order to make informed strategic decisions You start the research process by looking at secondary research. Secondary research is essentially gathering information from as many relevant sources as possible You want to gather enough information so that you become educated about your client and their competitors and at the same time identify areas that need to be explored in more detail through primary research methods New research that is conducted to answer specific questions not answered in secondary research is called primary research. Sometimes the companies or agencies conduct this research if they have the time and resources. Others will hire research firms to conduct their primary research for them. There are some companies that specialize in conducting detailed and in-depth research with the end goal of selling the results.

Explain the purpose of strategic planning.

Strategic planning is everything that happens in an advertising campaign between research gathering and creative executions. This is where the campaign begins to take shape as the advertisers analyze the research and extract vital insights that allow them to creatively solve the brand's objectives. This process of determining objectives, deciding on strategies, and implementing tactics is called strategic planning Objectives—What you want to accomplish or the desired outcome of the advertising. Strategy—How you intend to accomplish the objectives. Tactics—The creative elements the advertiser uses to make the strategy come to life. conducts strategic planning in order to develop the Advertising Campaign Plan

T/F According to the definition of advertising, the main purpose of advertising is to persuade or influence an audience.

T

a. Explain the role of the Federal Trade Commission (FTC) in advertising.

The FTC is operated by the U.S. federal government and is in place "to prevent business practices that are anticompetitive or deceptive or unfair to consumers." i. The FTC monitors advertising to make sure the claims are truthful, that they are not deceptive or unfair, that they are factual, and that there is evidence to back up the claims. an advertisement is considered to be deceptive if it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and if that information is important to a consumer's decision to buy or use the product the FTC looks at the ad from the point of view of the "reasonable consumer." A reasonable consumer is a "typical" person who would be looking at or reading the advertisement. Rather than focusing on certain words, "the FTC looks at the ad in context—words, phrases, and pictures—to determine what it conveys to consumers." The FTC looks at both "expressed" and "implied" claims. penalties that can be imposed by the FTC for deceptive violations

i. Define the promotional mix

The part of the Marketing Mix that is the most important to advertisers is Promotion. Promotion includes all of the promotional variables available to a marketer to promote the product. a. Advertising—paid, nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience b. Public Relations— strategic communication process that builds mutually beneficial relationships between organizations and their publics c. Sales Promotions—The media and nonmedia marketing pressure applied d. Direct Marketing—Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer

Identify how advertising is a self-regulated industry.

Through self-regulation the advertising industry monitors itself and holds advertisers responsible for the claims they make in their advertisements. Self-regulation is good for the consumers because it ensures advertising is honest and ethical, and it's good for the advertising industry because it helps agencies stay away from litigation brought on because of false claims By monitoring their own industry and handling problems quickly and responsibly, advertising professionals are able to avoid additional government control and regulations 1. The Advertising Self-Regulatory Council Establishes the policies and procedures of the advertising industry's self-regulation 2. National Advertising Division determines if the facts in a national advertisement are honest 3. Children's Advertising Review Unit Determines if advertising in children's media is honest and appropriate 4. ELECTRONIC RETAILING SELF-REGULATION PROGRAM Examines the truthfulness and accuracy of claims on radio and the Internet 5. ONLINE INTEREST-BASED ADVERTISING ACCOUNTABILITY PROGRAM Determines whether advertisers can use consumer information for targeted advertisements 6. THE NATIONAL ADVERTISING REVIEW BOARD Handles appeals by markets for decision made by the National Advertising Division and the Children's Advertising Review Unit

Recognize advertising spending

Total advertising spending in the United States reached $141.2 billion in 2014, an increase of 0.7% from 2013.7 2013 top 3 ad categories retail auto local services 2013 to 3 advertisers procter and gamble general motors att

a. Connect the legal issues related to advertising.

Trademark any visible sign or device used by a business enterprise to identify its goods and distinguish them from those made or carried by others. Trademarks may be words or groups of words, letters, numerals, devices, names, the shape or other presentation of products or their packages, color combinations with signs, combinations of colors, and combinations of any of the enumerated signs." Advertisers are required to ensure that the use of any trademark or logo does not infringe or violate the intellectual property rights of others. primary purpose of the Trademark law is to protect consumers from confusion in making a purchase decision. Copyright a form of protection provided by the laws of the United States for 'original works of authorship,' including literary, dramatic, musical, architectural, cartographic, choreographic, pantomimic, pictorial, graphic, sculptural, and audiovisual creations. Copyright literally means the right to copy but has come to mean that body of exclusive rights granted by law to copyright owners for protection of their work. A copyright protects originally created works of authorship from the moment it is created and is fixed in a tangible form. It is not required to include the copyright symbol in order to protect your material. First, they need to make sure the advertisements, plans book, and other original materials are copyrighted to protect the agency and client from others freely using the information. Second, advertisers use copyrighted materials such as photos, music, art, and literature, all the time, so they need to know the laws and what is required of them. The copyright law prohibits profiting from someone else's work, the first amendment Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the Government for a redress of grievances. The Supreme Court has ruled that commercial speech is protected, but is not given the same freedoms of speech for democratic purposes

The advertising pioneer who started his advertising agency in Philadelphia in 1841 was Volney Palmer J Walter Thompson Bill Bernbach David Ogilvy

Volney Palmer

NEED TO KNOW MORE INFO THAN THIS!!!!Recall the pioneers of advertising.

Volney Palmer Started his agency in Philadelphia in 1841J. N. W. Ayer & Son Started the agency creative department. Bernice Fitz-Gibbon Came up with the tagline, "It's smart to be thrifty Walter Thompson Bought advertising space in religious magazines Leo Burnett Created icons Tony the Tiger, The Jolly Green Giant, and Toucan Sam Bill Bernbach changed advertising with simple creative and offbeat themes David Ogilvy Believed you should "make your product the hero of the commercial" Rosser Reevesh pioneered the television commercial Mary Well Lawrence Created the slogan

The position in an advertising agency that serves as the liaison between the agency and the clients is the Media Planner Account Planner Account Manager Creative Director

account manager

The position in an advertising agency that is the voice of the target market is the Creative Director Account Manager Media Planner Account Planner

account planner

An independent business organization, composed of creative and business people, who develop, repair and place advertisements in advertising media for sellers seeking to find customers for their goods and services is a/an creative boutique advertising agency media buying firm public relations firm

advertising agency

a. Recognize the issues related to advertising to children.

assure that advertising directed to children is not deceptive, unfair or inappropriate for its intended audience. The standards take into account the special vulnerabilities of children, for example, their inexperience, immaturity, susceptibility to being misled or unduly influenced, and their lack of cognitive skills needed to evaluate the credibility of advertising.

What is/are measured by designing research instruments aimed specifically at converting phenomena that don't naturally exist in quantitative form into quantitative data, which we can analyze statistically? attitudes media use perceptions focal points

attitudes

"How much did you enjoy Guardians of the Galaxy?" is an example of what type of mistake made when creating a survey question? Avoid double-barreled questions Avoid leading words or terms. Avoid biased words or terms Avoid double negatives

avoid biased words or terms

Who are the people brands use to cheerlead, create buzz, and maintain a positive image of the brand? Brand ambassadors Brand representatives Target market Brand agents

brand ambassadors

The USP is most closely associated with the ____________ . brand benefit consumer insight advertising insight brand insight

brand insight

What is defined as "the dynamic interaction of affect and cognition, behavior, and the environment by which human beings conduct the exchange aspects of their lives"? consumer behavior shopping marketing advertising

consumer behavior

Interpret consumer insights and brand insights.

consumer insight The consumer insight is a simple truth that applies to the target market that helps you understand why they buy, why they don't buy, or some other aspect of the way they behave. essentially a life value. correlation between personal values and consumer choices. the advertiser must start by examining the target market analysis (see Chapter 4) to understand the consumers' psychographics, lifestyle, and buying behavior. By analyzing this data the advertiser can begin to answer questions like: Who are these people? What do they like? What's important to them? Why do they make the decisions they do?147 With the help of the research, you decide on those consumer values that most closely align with the product and the benefits it provides. Because the strategy needs to be single-minded and focused, one value is selected where the product best fits. That value becomes the consumer insight. brand insight The brand insight is the benefit that the consumer receives from using the brand. It's what your brand has that no other brand in the category has. Also the Unique Selling Proposition or USP. it is a benefit and not a feature of the product. A benefit is an advantage or profit received in return for using the product. A feature is what the product has or what it is made of. Consumers don't buy products for their features; they buy products for the benefits or emotional rewards they receive for using the product you combine the Consumer Insight with the Brand Insight. The place where the two come together is where the advertising strategy statement comes from.

Combining the _______ and the _______ creates a great advertising strategy. consumer insight - brand insight consumer insight - benefit brand promise - consumer truth benefit - brand insight

consumer insight - brand insight

_____________ are people who buy or use products to satisfy needs, wants, or desires.

consumers

The person in the advertising agency who produces the words that go with the visual elements of the advertisements is the Account Planner Creative Director Account Manager Copywriter

copywriter

The person in the advertising agency who is in charge of all of the creative content in the campaign is the Media Planner Account Planner Creative Director Account Manager

creative director

The person in the advertising agency who produces all of the visual elements of the advertising campaign is the Creative Director Account Planner Account Manager Copywriter

creative director

___________ data includes information like gender, age, income, education, religion, marital status, and occupation. demographics geographics psychographics buying behaviors

demographics

Do you use a face moisturizer everyday? ____ Yes ____ NoThis is an example of what type of research question? check list multiple choice dichotomous question rating scale

dichotomous question

A type of advertising that urges the consumer to respond directly to the advertiser by taking some action such as using a coupon, or visiting a website is called alternative out of home direct response social media

direct response

Because advertising is so visible, and is often considered manipulative and controversial it _______________. Is not considered to be a good career field for highly ethical people is rarely profitable should be banned draws attention from citizens, the media, and the government

draws attention from citizens, the media, and the government

Any advertising message that consumers believe reflects the opinions, beliefs, or experiences of an individual, group, or institution is called a(n): demonstration doctrine product placement endorsement

endorsement

As the manager of a local drugstore, you are concerned that ads recently produced by your advertising agency have not been of a high quality. The ads appear to have low resolution pictures and fonts that appear blurry making them difficult to read. Which of the following characteristics of a great ad is your agency having difficulty with? creative media execution strategy

execution

Consumers don't buy ________, they buy _______. features - benefits products - benefits benefits - features insights - promises

features - benefits

The type of research that involves a group of 6 to 12 people discussing a product and how they use the product. focus groups survey research ethnographic research in-depth interviews

focus groups

To better understand the influences of where a person lives has on purchase decisions, the research would concentrate on _______________. psychographics geographics demographics buying behaviors

geographics

Compare the Standards of Practice of the American Association of Advertising Agencies (AAAA).

guides the ethical activities of the advertising industry. This "Standards of Practice" is the code of ethics advertising agencies use when conducting business, creating advertising, and communicating to consumers. 1. We hold that a responsibility of advertising agencies is to be a constructive force in business. 2. We hold that, to discharge this responsibility, advertising agencies must recognize an obligation, not only to their clients, but to the public, the media they employ, and to each other. As a business, the advertising agency must operate within the framework of competition. 3. unethical competitive practices in the advertising agency business lead to financial waste, dilution of service, diversion of manpower, loss of prestige, and tend to weaken public confidence both in advertisements and in the institution of advertising. 4. compete on merit and not by attempts at discrediting or disparaging a competitor agency, or its work, directly or by inference, or by circulating harmful rumors about another agency, or by making unwarranted claims of particular skill in judging or prejudging advertising copy. adopted the following Creative Code as being in the best interests of the public, the advertisers, the media, and the agencies themselves serve as a guide to the kind of agency conduct that experience has shown to be wise, foresighted, and constructive

Female stereotypes

i. Dumb Blonde—An attractive blonde woman with low intelligence. ii. Indecisive & Helpless—Not able to make up her mind or in a situation where she is in need of help and has to have a man save her. iii. Obsessed with Men—A stereotype of women used in advertising for men where women are overly attracted to them and obsessed with being with them sexually. iv. Submissive to Men—Another stereotype of women used in advertising for men where women are shown as being obedient, passive, and subservient to men. v. Sexual Objects—A sexual depiction focusing on the woman's lips, breasts or groin area, or a less sexual depiction with the woman "reclining submissively on a piece of furniture or on the floor. vi. Slimness Is Beautiful—To be beautiful, attractive, sexy, and able to allure the attention of men you have to be thin. vii. Dieting for Sexual Prowess and Success—As part of the thinness stereotype, women must diet to lose weight or stay thin so they can be confident and successful in the world. viii. Overly Concerned About Appearance—To stay beautiful women must always be concerned with having gorgeous hair, perfect makeup, closely shaved legs, and the latest styles and fashions. ix. Busy Housewife—The mom that does everything (takes care of the children, cleans the house, cooks, runs errands, runs the house) and does it all well. x. Fun Stoppers—Wants her husband or boyfriend to stop watching TV or playing with his friends and pay attention to her and her needs—she ruins everybody's fun. xi. Frivolous and Superficial—Only concerned about what is on the surface, how they look, act or talk, and judge others based on those same features. xii. Objectified—Presenting body parts in a sexual way and not showing the woman's head results in women losing their humanity and becoming objects.94 xiii. Bossy, Naggy, Bothersome—An annoying person who is constantly telling others what to do, questioning everything, and getting in the way. xiv. Gold Digger—A young woman is dating or married to an older man only with the intention of having his money.

Compare the types of advertising agencies

i. Full- Service Agencies Agencies that provide the five major functions of an ad agency—account management, research, creative, account planning, and media planning and buying are considered full-service agencies. In-House Agencies owned and operated by the company. Instead of outsourcing its advertising to an agency, the company will create and execute all advertising campaigns within the walls of its own company. Specialty Agencies 1. Digital/Interactive—One of the fastest-growing types of agencies today the digital or interactive agency. These agencies design websites, establish a social media presence, manage company blogs, service a company's SEO (Search Engine Optimization), creates apps, and assists with many other nontraditional digital advertising method. 2. Minority —Minority agencies provide a specific knowledge and expertise in advertising to minority groups such as Asians, African-Americans, or Hispanics. 3. Industry Specific—concentrate on creating advertising for a specific industry such as agriculture, healthcare, academic, and business-to-business. 4. Creative Boutiques—Usually small ad agencies that provide a limited number of services but mist of their efforts on the development and execution of creative. Their staff is normally small and they typically hire both art directors and copywriters. 5. Media Buying Agencies—Agencies that specialize in the planning and buying of media for clients.

Male stereotypes

i. Joker—funny, acts dumb or goofy, tells jokes, and is the life of the party. ii. Jock—tough, strong and a winner, aggressive and willing to fight, his success wins him adoration from women and other men. iii. Strong Silent Type—Solve problems with their actions while hiding all emotions, is never vulnerable or frightened, and doesn't do women's work. iv. Big Shot—Confident, motivated by work, money, and achievement, and is successful with women. v. Action Hero—Angry, aggressive, and participates in activities that are dangerous, extreme, and violent.95 vi. Loveable Goofballs—They aren't popular and don't get many dates but we love them because they make us feel better about ourselves. The loveable goofball is a popular character on situation comedy television shows (e.g., Barney Fife, George Costanza, Andy Dwyer, and Steve Urkel) and they often dress funny and they regularly embarrass their family and friends but they are loved despite their goofiness. vii. Clueless Dad—These dads are well meaning but they can't do anything around the house, with the car, and they can't use modern technology. They are in constant need of help and rescue from their wives and children.

recall the different types of questions used in a survey

i. Open ended 1. Respondents are asked to give their own answers to the questions. Open-ended question give respondents more freedom to answer the question the way they prefer, and it gives them the opportunity to write a more in-depth response provide insights the researchers did not foresee For the respondents, open-ended questions take more time to fill out, and for the researchers, they require a great deal of time to analyze respondents have to actually answer the questions close ended close ended question require subjects to choose from a limited number choices predetermined by the researcher. These questions provide more consistent answers, which makes them easier to analyze and quantify. other or none of the above dichotomous questions there are only two different choices and the subjects are asked to select one of the two alternatives. Examples include questions that ask for a Yes or No, a True or False, or an Agree or Disagree multiple choices ask respondents to make a choice between two or more choices. If you want the respondents to only choose one answer from the choices provided you will need to include the instruction to "choose only one." checklists provide a list of options from which the subjects are asked to select as many of the choices as they would like. Checklists are commonly used when asking about activities the subjects participate in, items the subjects like or dislike, or when asking subjects to select adjectives describing a brand, person, event, or other topic. The instruction to "check all that apply" is given to encourage the subjects to select as many answers that apply to them. can add none of the above fill in the blanks 1. subjects are asked questions that require a short answer. These questions should be simple enough for the subject to answer quickly, yet provide relevant information. Fill-in-the-blank questions can also provide insights into the subjects' attitudes and feelings about a brand or subject. rank ordering determine subjects' preferences between several different items, it is appropriate to use rank-ordering questions. Here you provide a list of variables and ask the subjects to rank them from the one they most prefer to the one they least prefer. rating scales 1. Sometime in your life someone has asked you a question starting with, "On a scale of 1-10"—this is a rating scale question. Rating scales (also known as Likert scales) let respondents express their attitudes, beliefs, or feelings about how much they like or dislike or agree or disagree with an item or topic. To rate responses, rating scales typically use a 5 or 7-point scale. Rating scales can be written with a mid point ("neutral" or "somewhat") or without a mid point ("Completely agree," "Strongly agree", "Somewhat agree," "Slightly Agree," or "Do Not Agree at all"). semantic differential scales subjects are asked to rate a product or brand based on a 5 or 7-point scale with a number of bi-polar adjectives on each side of the scale.

What type of research that involves conducting an in-depth, one-on-one, face-to-face interview where open-ended questions are asked and the respondents' responses are recorded? survey research ethnographic research in-depth interviews focus groups

in-depth interviews

Which of the following is NOT one of the reasons to hire an advertising agency? objective view creative ability location expertise

location

What is the point in the purchase funnel when the consumer begins to develop a relationship with the brand. loyalty purchase awareness consideration

loyalty

All of the following harmful male stereotypes were discussed in the textbook EXCEPT: Big Shot Clueless Dad Strong Silent Type Macho Man

macho man

i. Identify what marketing is and what advertising's role is in marketing.

marketing is the "activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." selecting a specific group or of target consumers target market, setting the marketing objectives, and creating and maintaining the Marketing Mix (Product, Price, Place, and Promotion)

The person in the advertising agency who implements the media plan is the media buyer art director media planner account manager

media buyer

The person in the advertising agency who decides where the advertising will be placed and what specific media will be used is the Account Manager Account Planner Media Planner Creative Director

media planner

Elderly stereotypes

negative stereotypes of the elderly have been described as generalizations and over-simplifications of characteristics of elderly individuals that produce demeaning and ridiculing portraits of the group i. Despondent—Older people shown as miserable, bored, sad, and lacking any hope for the future. ii. Severely Impaired—The most serious forms of being sick, fragile, decrepit, in need of nursing care or are hospitalized. iii. Vulnerable—They are shown as poor, on a fixed income, quiet, and victims of scams and other crimes. iv. Mildly Impaired—not completely disabled but are slow moving, inactive, half deaf, and need an aid such as a cane, walker, or wheelchair to get around. v. Curmudgeon or Shrew—They are grumpy, ill tempered, complaining, grouchy, they yell at everyone and are difficult to deal with. vi. Declined Intelligence—Shown as slow, unaware, senile, confused, and sufferers of Alzheimer's. vii. Recluse—They have no family or friends, they live in the past, they're old-fashion, lonely, and receive no visitors. viii. Unattractive—Because of their age they are ugly, overly wrinkled, toothless, and unappealing to look at. ix. Overly Affectionate—They give affection to the extreme—repeatedly kissing, hugging, or touching in a caring loving manner. x. Eccentrics—They are unconventional, whimsical, over-the-top, and peculiar.

In what two ways are the sizes of adverting agencies described? number of clients and amount in billings number of clients and total number of employees number of employees and amount in billings number of creatives and total number of employees

number of employees and amount in billings

Which of the following components is characterized as being "what you want to accomplish"? missions objectives strategies tactics

objectives

define advertising

paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience. a. the definition of advertising may be simplified as "Coming up with creative solutions to solve marketing problems. paid: The client provides the money necessary to buy the media where the ads will run nonpersonal: This is the purpose of the advertisement—to communicate sponsor information to the consumer so they will purchase the product. Clients name on ad mass media: all forms of media, must be used to relay the sponsor's message to consumers Persuade or influence: this is the purpose of advertising, to persuade or influence consumers to do something like purchase the product or to get them to respond in a certain way. Audience: There must be receivers of the message for there to be advertising

Which of the key ethical issues would match most closely with the following statement: "An ad for a medication that shows the affected area in detail"? poor taste subliminal advertisingType: MC puffery stereotyping

poor (or bad) taste

Customized research is most associated with which of the following research formats? secondary research primary research sales report research trade article research

primary research

The marketing mix includes the following: product, price, execution and creative product, price, place and promotion creative, media, promotion and price product, price, place and creative

product, price, place and promotion

When researchers examine the target market's opinions, attitudes, and beliefs they are concentrating on what type of consumer traits? buying behavior psychographic life-style demographic

psychographic

Which product category spends the most in advertising? automobile food and candy retail financial services

retail

Sam Nash is interested in forecasting fashion trends so he can use the most up-to-date fashions in his fall advertising. Because he does not have much money for the project, Sam has decided to go to the library and examine the last five years editions of several prominent fashion magazines to make his forecast. Which of the following research methods is Sam using? demographic research psychographic research primary research secondary research

secondary research

The process of dividing a group of individuals up into smaller groups of potential buyers is called____________. target breakdown consumer separation subdivision segmentation

segmentation

The process of determining objectives, deciding on strategies, and implementing the tactics is called _______________. marketing controlling organizations strategic planning mission management

strategic planning

The __________ is the ad's central idea and the foundation where all of the elements of the advertising campaign sit. strategy media execution creative

strategy

"For progressive moms who want to keep their families happy, Yoplait Yogurt makes the top mom in the neighborhood" is an example of what? consumer insight strategy statement brand insight brand statement

strategy statement

Which of the following components describe the way the ads are executed? missions objectives strategies tactics

tactics

All of the people who can be reached or influenced by the advertisers message are part of the ____________. client market target market target audience consumer population

target audience

The male stereotype that portrays men as well meaning yet unable to do anything around the house or with the car, or completely unable to use modern technology. The jock The loveable goofball The big shot The clueless dad

the clueless dad

Who is the audience for professional advertising? the consumers who use the product the manufacturers who need products to keep their business running the individuals in professions such as doctors, lawyers, or accountants the institutions that use advertising to build their business' reputation

the individuals in professions such as doctors, lawyers, or accountants

Recognize the importance of advertising strategy.

the strategy is the very lifeblood or foundation of the advertising campaign. Yes, a good strategy is a plan, but it is also a compass that directs every move and decision that is made in the campaign. Strategies are well thought out, researched, and tested to link insights from the consumer and the brand to provide a solid structure to rest the creative, media, and promotions. Because the entire campaign rests on top of the strategy, the strategy must be conceived in a way that makes the product stand out from all of the others; it must inspire the creative to make great advertising. The best way to make a strong advertising strategy is to take the generic attitude out of it and to make it specific with a direct connection between the brand and the consumer. If you can connect a real or emotional consumer value with a real or emotional product benefit then you will have an amazing advertising strategy that will move people to make a purchase.

Explain why you would hire an advertising agency.

the value of having professionals, who know the advertising business and how best to communicate to their customers, do their advertising for them Advertising Professionals Know Their Business By hiring an advertising agency, the business owner can concentrate on their business and leave the marketing and advertising to the experts in the advertising agency. They Provide an Objective View of the Client's Business—An advertising agency is not part of the client's business, therefore they have a more objective view of what goes on in the business. By standing on the outside looking in they can observe problems or areas of concern that may not be seen by those who work within the company. Creative Executions—Advertising is an art form and not everyone can create effective, professional looking advertisements. Because of these individuals, agencies can provide a level of creative quality and professionalism that can't be met in most companies. Connections—Advertising agencies have connections with all of the talent, vendors, and media outlets throughout the nation and, because of established relationships, they are able to get the right people for the right projects at a great price. Agencies also buy media in bulk—meaning the more media time or space they buy is, the better is the price they get. Those savings are then passed on to their clients.

A person's life style is _______________. the way a person lives. the way they move through the purchase funnel. the way they shop for products. the way a person is described through demographics and psychographics.

the way a person lives

T/F A.C. Nielsen would be a good illustration of a company that serves as a primary research supplier.

true

T/F Ethnographic research involves the researcher living with the people being studied.

true

T/F To determine the consumer insight the advertiser must start by examining the target market analysis to understand the consumers' psychographics, lifestyle, and buying behavior.

true

T/F When working through the strategy model you first must decide on who the target market is before you can determine the consumer insight.

true

T/F the AAAA's Standards of Practice states that advertising agencies should compete on the basis of merit and good work and not by discrediting or disparaging a competitor agency.

true