Principles of Advertising Study Guide

* publicize Business Either using an agency or hold up your own advert depart workforcet/advertise on your own. Government is a regulatory body, ca-ca laws to say advertisement, things you smoke advertise and things you cant advertise Cig arte Comercials on TV Lobby Corp trying to manor h both gov. to change for the good, both forces, that think gov, is a positive thing and thinks its good for them to regulate everything and keep things in redact. some others who think the gov. needs to be smaller, and that they should non halt as much control. Society the culture that your brought up in, tradition, morals and values of the battalion.Business Finance the amount of m hotshoty involved in advertise to set up your harvest-festival. market Finding a need that the people pauperization, and filling that need. Advertising Non epitomel (to everyone whose watching, not just to one somebody), Always paid for, dialogue of info ab knocked out(p) the companies fruit, overhaul or idea through the respective(a) medias (Television, Radio, Magazines, Internet) earth Relations figuring out what the people want. Publicity exactly like publicizing except free functionl Selling what you selling is relatively expensive, and exclusive. Trade shows where companies pack to meet perspective corp. uyers, they can buy a disperse of squash on behalf of their guild. Promotions any inducement or excitement to encounter you excited or so the companies product. (giving out free t-shirts) Operations whatever the company does Types of markets advertizement goes after Consumer marketplace things you might see on tv or hark on the radio Business/Profesional marketplace Government Trying to sell things to the government, and Profesional advertize for accounting software, and things that your generally not going to read for pleasure, save there going to be ways to improve your business.Bar Magazines, no one is going to buy the stuff in that ma gazine, but owners of restraunts are going to buy it. Business trying to get your beer on the early shelf, and dealing with the grocery store , or liquor store Integrated Marketing system Customers hear from a various(a) amount of different markets. (Flagler College business Cards) The consistency so everyone knows what a companies roughly, and what their mountain range, logo, and slogan is.All commonwealth Have 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 always use, so it get out last in peoples memories and they associate everything their company with it. Art to creating proper advertizing to get their essence out properly. Theres going to be a persona (Spokesperson), a Medium (Getting the content out with a catchy phrase or something) , 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 priceli ne) but they can also be a persona (like Ronald McDonald), pretty much any person thats getting the companies message out. They should be catchy, and will use catchy phrases (subway foot-long song, or I want my Baby Back Ribs) You need that artistic eye, certain color combos can make all the difference and mean completely different things. A lot of times they will advertise things as being bigger, and sounding better than they are. A lot of companies will bourgeon out some of the product, Bags of potato chips, making a beer only 11. 5 ounces rather than 12. out of 5 dentist recommend it ( thats not a lot of dentist out of the millions that exist) Price Economic Argument Argument that arguing Exclusive Distributions you need to buy the right to sell a certain product in that area. Advertising perpetuating stereotypes ad can sometimes bring out stereotypes for certain people. They have women in the kitchen in commercials, and men always doing the work. Ad agencies need to regula te themselves, they in reality meet every year to figure out what they can do, and what they cant do. FTC Federal muckle commission deal with any company that does trade with more(prenominal) than one evidence.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 pains something, and make sure that nothing offensive is on the air. If you dont sign the consent to summate then you have make another commercial correcting your mistake, and putting out a new ad with the correction on your expense. (corrective advertizing) Puffery is exaggeration, and that is something you can do. * self actualization becoming the top , ceo, of a company, youve proven to the manhood that your at the top, and are very successful. Generally these people will buy the expensive cars, boats, jets, watches, and ect. * Assumption means Never assume you know what your target is, or what they want. * Task Utilit y product or emolument that does something for you, makes doing a task easier. * Pre do food * Form utility when a manufacturer puts together hundreds of pieces that you would not want to do. * A computer being built for you, a chair, ect. * Time Utility product or emolument available when you want it. * Cant 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 naturalism if you perceive a product to be better, than it is. * * Ch. 1 Advertising Today Advertising lets customer cognisant of a product, comprehend what its used for, and see how it is different from its competition. Info will help create a conviction, that this product is better. It will then give the customer a desire to buy from this retailer, and help them take the action to buy a product. Integrated Marketing Communications (IMC) when consumers receive consisten t 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 in make upation, usually 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 brass instrumentbook. Mass Media the traditional way of advertising. Addressable media direct mail. Interactive media the profits Nontradional media sh opping carts, blimps, and dvds. * Two types of proportions 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 ethical dimension considers the sham of advertising on consumers, businesses and society. * Source Dimension help the company advertising a product or idea, legally trusty 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 real or imaginary spokesperson who lends some voice or tone to the ad. * Message dimension Autobiographical tell a invoice about myself to you the imaginary audience.Narrative messages a third-person persona tells a story about others to an imagined audience. Drama message the characters act out events directly in front on an ima gined epmpathetic audience. * Reciever Dimensions Implied consumers Adressed by the ads persona, imagined by the ads creators to be the ideal consumers who accept uncritically 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. true(a) 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 common chord broad functional division Operations, Finance, and Marketing. * Marketing the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods, and services to create exchanges that atisfy the perceived needs, wants, and objectives of individuals and organizations. Consumer advertising most advertising falls under this category. Retail advertising advertising sponsored by retail stores and businesses. PSA (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 Wholesalers, retailers, and dealers. Generally a product is exchange to these companies so they can get rid of a mass quanity at one time. professed(prenominal) advertising advertising aimed at teachers, accountants, doctors, engineers, ect. Used to convince professionals to recommend or prescribe a crabby(prenominal) 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 brand, is rarely express about price. Almost never mention price, but alway s say how cool it is to have their product. sales event advertising used most often by retailers, dealers, and shops to call attention to a recent gloaming in the price of a brand or service. Place Global, international, national, regional, and local.Promotion Personal selling face to face interaction or telemarketing. Usually high 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 promotion coupons, free samples, contests, or rebates on the purchase price. Public Relations Collateral materials brocures, catalogs, posters, sales kits, instruction booklet, ect. Art Director res ponsible for visuals Creative Director responsible for all creative departments Typically comes from the copy side * Graphic designer works on the visuals * Rainmaker acountive executive, they thrash about 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, Persuasion should give you reasons to try product or service Reminding have to continue 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 Statement what can you put in there to oppose what you are saying Getting a spokesperson, athlete to go in there to back up the product.Primary demand demand for the entire product class Selective 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(p) 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 locomote. 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 citizen democracy with a selfish consumer democracy.Only 17 percent 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 form _or_ system of government Choice consumers level of control over being profiled and how their information is used Access ability for consumer to introduction information collected about them and make amendments to it. Security requires advitisers to protect the data they have colleceted Enforcement requires all manufacturing members subject themselves to third party monitoring by independent company. FTC major regulator of advert ising 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 Consent decree document the advertiser signs agreeing to stop the objectionable advertising Cease and desist order when consent decree wont be signed ftc may prohibit further use of the ad. strict decree explains how their ad was wrong before and corrects the misleading mistake.FCC responsible for protecting the public interest and load-bearing(a) 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 ma terials. 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 offered 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 . More of an idea Classified advertising locate and recruit new empoyees, offer services, sell or lease merchandise.Integrated marketing communications (IMC) connexion together in a consistent manner everything that communicates with customers. Co-op advertising build 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 part animation and mostly black and white. Ad is normally short termed, because new paper comes out everyday.