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)