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Advertising Exam 3

Terms

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copy deck
Product vs. Brand
Products are manufactured, changing & have substitutes; Brands are created, remain constant and should be unique
With increase of media choice what did advertising focus on?
integrated marketing communications, online component, product-placement, celebrity endorsements, infomercials
Creative Strategy
outline of what message should be conveyed, to whom and with what tone; provides guiding principles for copywriters and art directors
African American Advertising
studies showed few depictions of African Americans in advertising; shift in role (from demeaning tasks to normal occupations/activities); Aunt Jemima slimmed down
New Creative Revolution Features
consumer fills in reason for buying product, advertising as art, pop up ads, scratch and sniff
Creative Strategy Should Honor the Brand by Being
Clear, Concise, Client Centered, Consumer Driven, Consistent
3 age groups appearing while baby boomers are aging
master consumers (working, fit, active, secure); maintainers (retired, healthy, fit); Generation X (earning less than parents did)
What is Marketing
Process business uses to satisfy consumer needs and wants by providing goods and services (4P;s- product, price, place and promotion)
A Brand Should Be...
centered around a powerful core idea, simple yet complex, emotionally resonant, personally relevant, unique, targeted at loyal members
Macro view 1980s
interest of advertisers to align with events; consumers learn to embrace consumer era; sex and symbolism used; global marketing and advertising
How is Agency Work Organized
Account Management (liaison b/w client and agency); Creative Development & Production; Media Planning & Buying (planning, buying, research); Account Planning & Research
What are 7 Basic Functions of Advertising?
Builds awareness, creates brand image, provides product/brand info, persuades people, provides incentives to take action, provides brand reminders, reinforces past purchases
1st female account executive at DDB
Marcella Rosen
Facebook's Grand Plan
Users initiate product recommendations, advertisers buy highly targeted advertising, combine the two to create social ads
Ads with Multicultural Advertising
DDB's Levy bread; Lever Brothers depicted African-American housewife; Clairol changed slogan for African-Americans
Top 3 agencies in Creative Revolution & Characteristics
Leo Burnett; Davild Ogilvy; Doyle Dane Bernbach; made product center of attention; felt ad itself was most important thing to sell
Burrell Inc
nation's largest african-american agency; pioneered concept of "positive realism" (African Americans should be represented in a way that reflects their culture
Mary Wells
one of most successful figures in creative revolution; started one of first major agencies headed by a woman; Alka-Seltzer and Braniff International Airlines
What Creates A Brand?
Product, Marketing and Advertising, Trends & Culture
Creating A Successful Brand
Define Objective (Core Idea; how is it significant?); Identify Target (How make it relevant?), Create Identity (Distinctive); Exclusive, Emotionally Resonant
Wells, Riche & Greene
Mary Wells' agency; Alka-Seltzer spots; showed disadvantages of smoking Benson & Hedges
Integrated Marketing Communications
unified image (cohesive package),
New Image of Women
both stay-at-home mom and working woman; consumers of beers, cars, etc.; reverse sexism
What are the 3 levels of Account Management?
Management supervisors (leadership); Account supervisor (primary liaison); account executive (day-to-day activities)
Effects of the Recession
hard-sell replaced creativity; TV advertising decreased from minutes to seconds; many agencies suffered; general interest magazines reduced rates but disappeared; increase in special-interest magazines
3 Noteworthy Campaigns in Women's Reform
Maidenform (exhibition); Virgina Slims (You've Come A Long Way Baby); Charlie
Pros of Viral Marketing
inexpensive and highly effective, product may be better received, may reach people traditional methods would not
What are 2 Economic Perspective of Advertising?
Adveetising as a vehicle for helping consumers asses value via price and other information; a persuasive tool to help people make choices on more than price alone
Account Planning and Research
Focus on consumer's perspective and relationship with brand, acts as voice of consumer; gathers all info on the market and consumers
Leading Agencies in Worldwide Billing
Dentsu, J Walter Thompson, McCann-Erickson Worldwide
2 companies that addressed Gays and Lesbians
Apple Computer Powerbook (1st high-tech marketer in gay publication); Saab (1st automaker to address homosexuals)
Two Basic Operations of Global Marketing
Global Strategy (same marketing campaign each place; Benneton) & Multinational Marketing Mix (different campaign each place; Tang, Lux)
Creative Boutiques
smaller than full-service agencies; drew enormous talent (freedom to be creative)
5 Reasons Viral Marketing is Popular?
Consumer cynicism of mass marketing strategies, inexpensive and efficient, way to break through media clutter, assumes consumers have most influence in creation of brands, more likely to listen to a friend than a 3rd party
Ways to Sell Perfume
position with a famous actress or clothing designer; use an abstract concept (forbidden love); have a strong name
What are 2 types of Specialized Agencies?
Creative Boutiques (main focus is on idea); Media-buying Services (purchases media for clients)
What are 8 different staff functions in a full-service agent?
account management, creative services, media planning and buying, account planning, accounting, traffic, production, human resources
1960s Spirit of Rebellion
Art (pop art); Music (Rolling Stones); Fashion (new fabrics, shorter hemlines); TV (Green Acres), Movies (The Graduate)
National Organization for Women
goal to eliminate gender stereotypes; gain political and economic power
Winds of Change
Vietnam; Civil Rights Movement; assasinations (JFK & MLK jr.); 1st impeachment; oil/gas shortages
What are 4 Ways Companies Manage Advertising
Advertising Department (w/in large companies), In-House Agency (greater control over advertising); Full-Service Agency; Specialized Agency
2 Reasons Creative Momentum Decreased
Highway Beautification Act & Recession
Advertising Studies
Gender Advertisements (Erving Goffman)- ritual of subordination, men in charge of HH; Sex Steroetyping in Advertising (Courtney & Whipple)- division of working/nonworking categories
What 3 Things Should Brand Advertising and Marketing Focus On?
Values, Aspirations, Performance
Origins of Branding
Manufacturers had to offer deals to wholesalers to get products distributed, need to differentiate, named products and advertised them to spread word to consumers
New Female Consumer
New Motivations (making own decisions regarding life choices & no longer accepting that they had to get married, have children); advertisers slow to change (traditional stereotypes and idealized roles)
What are 6 Societal Aspects of Communication
Informs about products, compares products/features; mirrors fashion and design trends; teaches how to use products, helps shape an image of ourselves, gives us a way to express ourselves
Jey Factors Contributing To International Advertsing
increase in multinatl companies and global brands, improvements in living standards, innovation in communication and transportation, globalization became significant (foreign products and investment in foreign companies)
Important for agencies to have worldwide presence
mergers consolidate capabilities, individual agencies decrease when large conglomerates form; shift to European style of media buying
Positioning
Trout & Ries put it back on map; focus on starting with consumer (USP and memorable name); traditional hard-sell in disguise (used repetition and reason-why); contained more product-oriented path
Macro view 1970s
sever recession and inflation; increased focus on technology; campaigns focused on sales figures not creativity
Middle Class Focus Features
bargain brands, long-lasting value, time-saving efficiency, low prices, wholesomeness
Feminist Movement Awakens
Attacked traditional issues as well as new ones: pay equality, fewer opportunities available, assigned roles in male-dominated society
PKL
one of 1st "hot new creative shops;" Xerox ad
What 4 things can specialized agencies be focused one and what 2 functions are always there?
function, audience, industry or markets; direct marketing & sales promotion
Cons of Viral Marketingg
Hard to control, may lack credibility, may question motives and legitimacy of information
African American Advertising Agencies
Vince Cullers & Burrell, Inc
What are 4 Roles of Advertising in Business & Society?
Marketing, Communication; Economic (creates demand), Societal
Global Challenges
difficult to make sure advertising product consistently: need to understand/appreciate the culture, use of names, images, etc can mean different things, control of access to media is different, agency mergers
What problems to mergers create
fewer opportunities for spelcialty firms, cliente weary of big mergers- attention to account
What are the 4 positions in Creative Development & Production?
Creative Director; Copywriter; Art Director; Producer
Creative Revolution
Born from tough circumstances; women and minority groups empowered; social norms loosened; liberated individual assaulted conventional ways of doing things
3 Main Contributers to Transformation of Nation
communications revolution; advertisers' audience changed; tradition of puritan ideal gave way to personal freedom
West Coast Agencies
Chiat/Day; Hal Riney (slice of life); Foote Cone & Belding (Levis & California Raisins)

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