ADPR 3100 Evans test 1

Producer led paradigm

"Company control" predictable controllable customers, mass-produced, standardized products, rigid formulaic advertising

Pre marketing era

"media"=clay tablets, town criers, tavern signs-- best way to reach consumers

Old school view

1. Communication paid for 2. delivered through mass media 3. attempting to persuade

2 major ways planned obsolescence works

1. Products designed to break down 2. Products work fine but create impression of a better model.

Nine ways to improve an ad

1. always show the product 2. don't use negative headlines 3. Always mention product name in headline 4. Always show people enjoying your product 5. Always feature news in your headline, even if it is made up 6. Always make the logo prominent 7. Avoid unpleasant connotations about the product 8. Tell the reader where they can buy the product 9. Always localize your ads

2 major happenings for the creative revolution

1. growing importance of style 2. Cynicism about consumer society

Mass Communication Era

1700s-1900s mass newspapers, radio, large audiences

Research Era

1920's used different techniques to reach and motivate mass audiences. more personalized

5 assumptions about the function and role of advertising

1: Advertising is a powerful force in shaping consumer preferences 2: Even if advertising seems ineffective, stopping it could be dangerous 3: Advertising is highly profitable 4: Logic or argument is the most effective advertising appeal 5. Advertising is amoral in its practice, corrupts people's values

national advertising

Advertising by a marketer of a trademarked product or service sold through different outlets, in contrast to local advertising

retail advertising

Advertising by a merchant who sells directly to the consumer

trade advertising

Advertising directed to the wholesale or retail merchants or sales agencies through whom the product sold

full service agency

An agency that handles planning, creation, production, and placement of advertising for advertising clients. It may also handle sales promotion and other related services as needed by the client

direct-response advertising

Any form of advertising done in direct marketing. Uses all types of media: direct mail, television, magazines, newspapers, radio. Term replaces mail-order advertising. See direct marketing

Manufacturers pursuit of power

Branding emerges. store owner set the prices, offered recommendations

New view

Brands communicating with people

end product advertising

Building consumer demand by promoting ingredients in a product i.e. Teflon and Nutrasweet

Ad agencies

For businesses: agencies managed advertising placement For newspapers: agencies took over billing, agencies created a new revenue source: sell audiences to businesses

David Ogilvy

Founded his own agency "Tell the truth...but make the truth fascinating" "Advertising is about emotion and big ideas"

War Advertising Council

Founded in 1942 to promote WW2 mobilization later evolved into Advertising Council

Rise of capitalism

Free market-> need to compete-> need to stimulate demand and persuade the audience

Creative Revolution

Growing importance of style, advertising an art, not a science, changed relationship between sellers and buyers

Subliminal Advertising Scare

James Vicary, .03 seconds, false results, freaked everyone out

Council of Better Business Bureaus

National organization that coordinates a number of local and national initiatives to protect consumers

Advertising Council

Nonprofit network of agencies, media, and advertisers dedicated to promoting social programs through advertising

Changing role of advertising agents

Open contracts, publicize cost for media, no secret deals, agents worked only for brand

Audit Bureau of Circulations (ABC)

Organization sponsored by publishers agencies and advertisers for securing accurate circulation statements

Pure Food and Drug Act

Passed in 1906. Was one of the earliest attempts by the fed gov to protect consumers (emphasized honesty about what was in product)

Producer led paradigms

Product price promotion place. Markets fitting in

4 Ps

Product, price, promotion, place

Planned obsolescence

Purposeful shorting of the products usefulness, idea to get you to buy more

4 fundamental influences on the evolution of advertising

Rise of capitalism, industrial revolution, manufacturers pursuit of power, rise of mass media

Printers Ink Model Statute

The act directed at fraudulent advertising, prepared and sponsored by "Printers Ink" which was pioneer advertising magazine

Federal Trade Commission (FTC)

The agency of the federal government empowered to prevent unfair competition and prevent fraudulent misleading or deceptive ads in interstate commerce

integrated marketing communication (IMC)

The joint planning, execution, and coordination of all areas of marketing communication

American Association of Advertising Agencies (AAAA) (4As)

The national organization of advertising agencies

Hathaway Drip Dry

The original most interesting man in the world

value gap

The perceived difference between the price of a product and the value ascribed to it by consumers

Product life cycle

The process of brand moving from introduction to maturity and eventually to either adaption or demise

distribution channel

The various intermediaries such as retailers, that control the flow of goods from manufacturers to consumers

brand name

The written or spoken part of a trademark in contrast to the pictorial mark; a trademark word

brand extension

These are new product introductions under an existing brand to take advantage of existing brand equity

mass production

a manufacturing technique using specialization and interchangeable parts to achieve production efficiencies

conjoint analysis

a research technique designed to determine what consumers perceive as a products most important benefits

Consumer culture

a society in which commodities become more important than human values, commodities become a means for obtaining desired ends like love and friendship

immoral

actively doing what is wrong

N.W. Ayers

added creative services-- freelance journalists and writers, full-time copywriter

industrial advertising

advertising done by an organization speaking of its work views, and problems as a whole, to gain public goodwill and support rather than to sell a specific product. Sometimes called public relations advertising

permission marketing

asking consumers for permission or to "opt in" before sending them advertising or other forms of marketing communication

Branding

brand loyalty, preference for specific brand

Consumer led paradigms

commodity cost communication convenience. Markets individualism

Integrated Brand Promotion (IBP)

coordinating promotional tools with advertising to build and maintain brand awareness, identity and preference

Manufacturing

designing and making products

marketing

distribution and promotion of products

19th century conditions

expanding industrial production, expanding markets, potentially a boon for businesses

penny press

forerunner of the mass newspaper in the U.S. first appeared in 1830s

siquis

handwritten posters in 16th and 17th century england-- forerunners of modern advertising

Advertising campaign

integrated series of ads and promotion that communicate a central theme or idea

behavioral research

market research that attempts to determine the underlying nature of purchase behavior

Industrial revolution

mass production of goods-> need to stimulate demand and compete for the customer

Rise of mass media

mutual influence of advertising and media

Bernbach and creative teams

no assembly line, small teams work on entire project, insist on agency autonomy

consuming citizens

not selling and making but buying and using goods and services

Four broad periods

premarketing era, mass consumption era, research era, interactive era

Commodification

process of stripping an object of all other values except its value for sale to someone else(gender, culture, beauty)

Interactive era

reaching passive consumers through one way communications-- i.e. games relating to product

Rosser Reeves formula

repitition, continuity, single, simple message

Advertisements

specific messages designed to persuade an audience

producer led paradigm

stress functionality over style

audience fragmentation

the segmenting of mass media audiences into smaller groups because of diversity of media outlets

product differentiation

unique product attributes that set off one brand from another

Amoral

without morals/responsibility