chapter 12 advertising Flashcards

chapter 12 advertising

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{"ops":[{"insert":"7 types of online ads \n"}]}##{"ops":[{"insert":"banner ads, pop-up ads, floating ads, interstitial ads, unicast ads, takeover ads, contextual ads\n"}]}####{"ops":[{"insert":"cost per mille (CPM)\n"}]}##{"ops":[{"insert":"advertisers set their desired price per 1000 ads served and pay each time their ad appears, designed first \n"}]}####{"ops":[{"insert":"puffery\n"}]}##{"ops":[{"insert":"exaggeration is advertising claims \n"}]}####{"ops":[{"insert":"cost per click (CPC)\n"}]}##{"ops":[{"insert":"directs traffic to websites and advertisers pay a website when their ad is clicked; dominant method \n"}]}####{"ops":[{"insert":"cost per action (CPA)\n"}]}##{"ops":[{"insert":"also called pay-per-performance (PPP), has advertisers paying publishers for the number of users who perform a specific desired activity: filling out a registration form, requesting contact, signing up for newsletter, etc\n"}]}####{"ops":[{"insert":"cost per engagement (CPE)\n"}]}##{"ops":[{"insert":"requires advertisers to only pay when users actively engaged with an advertisement\n"}]}####{"ops":[{"insert":"cost per view (CPV)\n"}]}##{"ops":[{"insert":"requires advertisers to pay for video views and other video interactions.\n"}]}####{"ops":[{"insert":"cost\n"}]}##{"ops":[{"insert":"Electronic communication offers lower costs for online advertisements compared to offline ads, which translated to a better return than with other media.\n"}]}####{"ops":[{"insert":"speed\n"}]}##{"ops":[{"insert":"As soon as ad designs are completed they can be put online without being tied to anyone else’s production schedule and can also be changed or replaced just as easily.\n"}]}####{"ops":[{"insert":"targeting \n"}]}##{"ops":[{"insert":"Online advertising can be targeted to reach customizable and narrow market segments, such as by using geo-targeting to display ads that are relevant to the geographical location of online users or tracking whether visitors have already seen a particular ad to avoid showing it to them over and over again.\n"}]}####{"ops":[{"insert":"formatting \n"}]}##{"ops":[{"insert":"Promotional messages can be presented in a wide variety of ways to convey information, images, video, audio, and links, as well as having the additional advantage of being interactive\n"}]}####{"ops":[{"insert":"measurability \n"}]}##{"ops":[{"insert":"Data collection regarding the effectiveness of ads, such as the size of the actual audience responding and resulting sales, are readily available, allowing online advertisers to make adjustments to improve ad campaigns.\n\n"}]}####{"ops":[{"insert":"richard nixon \n"}]}##{"ops":[{"insert":"The Selling of the President by Joe McGinniss was about the election of\n\n"}]}####{"ops":[{"insert":"children's television \n"}]}##{"ops":[{"insert":"\"Bumpers\" were created because of which ethical issue with advertising\n\n"}]}####{"ops":[{"insert":"fear\n"}]}##{"ops":[{"insert":"ad appeal is designed to scare the target audience by describing a serious threat to them\n"}]}####{"ops":[{"insert":"guilt \n"}]}##{"ops":[{"insert":"ad appeals are commonly used by charities to persuade people to make charitable donations\n"}]}####{"ops":[{"insert":"value \n"}]}##{"ops":[{"insert":"Sometimes the bottom line is simply that people want to get a good deal.\n"}]}####{"ops":[{"insert":"trust\n"}]}##{"ops":[{"insert":"The goal is to establish brand loyalty, whether it is toward a particular soft drink, brand of sneaker, car company, or a political party. \n"}]}####{"ops":[{"insert":"competition \n"}]}##{"ops":[{"insert":"Emotional appeals to competition require you to think that a particular brand delivers something better than other brands, which will make you better (or at least equal) to your peers\n"}]}####{"ops":[{"insert":"trend setting\n"}]}##{"ops":[{"insert":"companies use social media to influence the trendsetters who influence their followers and choose what to share with their community, celebrities \n"}]}####{"ops":[{"insert":"instant gratification \n"}]}##{"ops":[{"insert":"ad appeal designed to trigger impulse buying by consumers.\n"}]}####{"ops":[{"insert":"leadership\n"}]}##{"ops":[{"insert":"Be the first on your block to own the last technology or the hottest new toy ad appeal \n"}]}####{"ops":[{"insert":"time \n"}]}##{"ops":[{"insert":"The convenience of fast food is based primarily on the value of saving time, because, after all, time is money\n"}]}####{"ops":[{"insert":"David Ogilvy\n\n"}]}##{"ops":[{"insert":"The Father of (Modern) Advertising\n\n\n"}]}####{"ops":[{"insert":"Eating and Body Image\n"}]}##{"ops":[{"insert":"Critic Jean Kilbourrea \"toxic culture environment\" unrealistic body types portrayed\n"}]}####{"ops":[{"insert":"tabacco\n"}]}##{"ops":[{"insert":"encouraged young people to smoke\nTabacco Master Settlement Agreement in 1998 - agreed to not \"take any action, directly or indirectly with youth\"\n"}]}####{"ops":[{"insert":"Product Claim ads\n"}]}##{"ops":[{"insert":"names a drug, what condition it treats and covers both benefits and risks\n"}]}####{"ops":[{"insert":"reminder ads \n"}]}##{"ops":[{"insert":"give the drug's name but not the drug's use, \"boxed warning\"\n"}]}####{"ops":[{"insert":"Help-seeking ads\n"}]}##{"ops":[{"insert":"describe a disease or condition, but do not recommend or suggest specific drugs\n"}]}####{"ops":[{"insert":"excessive consumerism \n"}]}##{"ops":[{"insert":"because consumer culture tells us that happiness can only be achieved by having material things, it causes us to overspend; living beyond your means \n"}]}####{"ops":[{"insert":"360\n"}]}##{"ops":[{"insert":"How many advertisements are we exposed to on average each day\n"}]}####{"ops":[{"insert":"chronic halitosis \n"}]}##{"ops":[{"insert":"lesson number 2; listerine mouthwash, taught people that customers actually need your product as opposed to wanting it \n"}]}####{"ops":[{"insert":"selling bottled water \n"}]}##{"ops":[{"insert":"lesson number 3;\nfocus on image"},{"attributes":{"list":"bullet"},"insert":"\n"},{"insert":"turn consumers into connoisseurs "},{"attributes":{"list":"bullet"},"insert":"\n"},{"insert":"position your product as a sign of wealth "},{"attributes":{"list":"bullet"},"insert":"\n"},{"insert":"offer convince "},{"attributes":{"list":"bullet"},"insert":"\n"},{"insert":"position you product as a solution to a problem "},{"attributes":{"list":"bullet"},"insert":"\n"}]}####{"ops":[{"insert":"brand essence\n"}]}##{"ops":[{"insert":"a process called laddering is often used to discover the essence of a brand and to deepen its meaning for consumers; what you are gonna get \n"}]}####{"ops":[{"insert":"brand slogan\n"}]}##{"ops":[{"insert":"embodies its essence, which covers not only its identity but also its philosophy and vision; usually short and memorable \n"}]}####{"ops":[{"insert":"brand value \n"}]}##{"ops":[{"insert":" In addition to attributes and benefits, a brand’s identity can also represent a core set of values, such as Nike’s “Just Do It” attitude.\n"}]}####{"ops":[{"insert":"brand personality \n"}]}##{"ops":[{"insert":"The goal is for a successful brand identity that can be described as easily as if it were a person, which can increase brand awareness and popularity, as well as making it easier for consumers to relate to a brand\n"}]}####{"ops":[{"insert":"5 types of personality \n"}]}##{"ops":[{"insert":"Excitement: carefree, spirited, youthful.\nSincerity: genuine, kind, family-oriented, thoughtful.\nRuggedness: rough, tough, outdoor, athletic.\nCompetence: successful, accomplished, influential, a leader.\nSophistication: elegant, prestigious, pretentious.\n"}]}####{"ops":[{"insert":"brand appearance \n"}]}##{"ops":[{"insert":"What does it look like? Sound like? Taste like?\n"}]}####{"ops":[{"insert":"brand heritage \n"}]}##{"ops":[{"insert":"Brands that have been around for a long time have a history that they share with their customers and with society.\n"}]}####{"ops":[{"insert":"marlboro man \n"}]}##{"ops":[{"insert":"top advertising icon\n"}]}####{"ops":[{"insert":"pitching accounts \n"}]}##{"ops":[{"insert":"presenting new ideas for advertising campaigns to a client or perspective client \n"}]}####{"ops":[{"insert":"audience research \n"}]}##{"ops":[{"insert":"the collection of data about consumer targets in advertising campaigns \n"}]}####{"ops":[{"insert":"ad appeals \n"}]}##{"ops":[{"insert":"fear, guilt, value, belonging, trust, competition, trend setting, instant gratification, leadership, time, sex and humor \n"}]}####{"ops":[{"insert":"full service agencies \n"}]}##{"ops":[{"insert":" offer a complete range of creative and media services, working across the entire range of advertising media. \n"}]}####{"ops":[{"insert":"creative boutique \n"}]}##{"ops":[{"insert":" agencies provide only creative services, without being involved in the business of placing ads in the media\n"}]}####{"ops":[{"insert":"media buying agencies \n"}]}##{"ops":[{"insert":"are independent companies specializing in buying of media, particularly television and radio\n"}]}####{"ops":[{"insert":"in house agencies \n"}]}##{"ops":[{"insert":"are set up by some companies as an internal operation, with the goals of reducing cost and maintaining greater control over advertising activities; coca-cola and google \n"}]}####{"ops":[{"insert":"account services \n"}]}##{"ops":[{"insert":"Account services provides the link between the various departments in an advertising agency and its clients; in charge of pitching accounts \n"}]}####{"ops":[{"insert":"research \n"}]}##{"ops":[{"insert":"in an advertising agency is on gathering data about the target consumers, involves focus groups \n"}]}####{"ops":[{"insert":"creative department \n"}]}##{"ops":[{"insert":"is responsible for developing the ideas, images, and words that make up not only print and broadcast ads, but also direct mail, websites, and guerrilla campaigns\n"}]}####{"ops":[{"insert":"media buying\n"}]}##{"ops":[{"insert":"procures the advertising time or space required for a successful ad campaign.\n"}]}####{"ops":[{"insert":"its toasted \n"}]}##{"ops":[{"insert":"lesson number 1; lucky strike, advertised as tasting and smelling good, cigarette company, Percival S. Hill \n"}]}####{"ops":[{"insert":"slogan\n"}]}##{"ops":[{"insert":"Line of copy which encapsulates the campaign strategy.\n\n"}]}####{"ops":[{"insert":"psychographics \n"}]}##{"ops":[{"insert":"The study and classification of people according to their attitudes, aspirations, and other psychological criteria.\n\n"}]}####{"ops":[{"insert":"product placement \n"}]}##{"ops":[{"insert":"The practice of companies paying for their products or services to be featured in movies and television programs.\n\n"}]}####{"ops":[{"insert":"positioning \n"}]}##{"ops":[{"insert":"Promoting a production, service, or business within a particular sector of a market.\n\n"}]}####{"ops":[{"insert":"pitching accounts \n"}]}##{"ops":[{"insert":"Presentation of new advertising campaign ideas to a client or prospective client.\n\n"}]}####{"ops":[{"insert":"in-house agency \n"}]}##{"ops":[{"insert":"Advertising departments built into a manufacturer’s corporate structure.\n\n"}]}####{"ops":[{"insert":"hard sell\n"}]}##{"ops":[{"insert":"The policy or technique of aggressive salesmanship or advertising.\n\n"}]}####{"ops":[{"insert":"guerrilla campaign\n"}]}##{"ops":[{"insert":"Unconventional ways of advertising, using smaller budgets and creativity, to capture the attention of consumers.\n\n"}]}####{"ops":[{"insert":"guaranteed circulation \n"}]}##{"ops":[{"insert":"The number of copies of the newspaper or magazine that the publisher expects to sell. If that number is not reached, the publisher must give a refund to advertisers.\n\n"}]}####{"ops":[{"insert":"full-service agency \n"}]}##{"ops":[{"insert":"Advertising agency that supplies all the advertising, marketing, and public relations services for their clients.\n\n"}]}####{"ops":[{"insert":"frequency \n"}]}##{"ops":[{"insert":"The number of times an audience gets the opportunity to see an advertisement.\n\n"}]}####{"ops":[{"insert":"focus group\n"}]}##{"ops":[{"insert":"Small group of people who are observed by researchers while participating in a guided discussion about a specific product or topic.\n\n"}]}####{"ops":[{"insert":"flat rate \n"}]}##{"ops":[{"insert":"A standard newspaper advertising rate with no discounts for bulk or frequency of purchase.\n\n"}]}####{"ops":[{"insert":"earned rate \n"}]}##{"ops":[{"insert":"A discount applied retroactively as the volume of advertising increases throughout the year.\n\n"}]}####{"ops":[{"insert":"demographics \n"}]}##{"ops":[{"insert":"The statistical data of a population, especially those showing average age, gender, income, education, etc.\n\n"}]}####{"ops":[{"insert":"creative boutique agency\n"}]}##{"ops":[{"insert":"Advertising agency that specializes in creative services but do not provide placement services to clients.\n\n"}]}####{"ops":[{"insert":"coverage \n"}]}##{"ops":[{"insert":"The proportion of a target audience, calculated in percentages, who has the opportunity to see an ad once.\n\n"}]}####{"ops":[{"insert":"contextual targeting \n"}]}##{"ops":[{"insert":"A process that matches ads to relevant sites in the display network using keywords or topics.\n\n"}]}####{"ops":[{"insert":"consumer culture \n"}]}##{"ops":[{"insert":"A form of capitalism in which the economy focuses on selling goods that are purchased by consumers.\n\n"}]}####{"ops":[{"insert":"clutter\n"}]}##{"ops":[{"insert":"The excessive amount of advertisements competing for the attention of consumers.\n\n"}]}####{"ops":[{"insert":"client \n"}]}##{"ops":[{"insert":"The organization paying an agency for advertising advice.\n\n"}]}####{"ops":[{"insert":"bumper\n"}]}##{"ops":[{"insert":"A brief announcement placed between a pause in the program and its commercial break, and vice versa.\n\n"}]}####{"ops":[{"insert":"brand\n"}]}##{"ops":[{"insert":"A production or range of products that has a set of values associated with it that are easily recognizable by consumers.\n\n"}]}####{"ops":[{"insert":"banner blindness \n"}]}##{"ops":[{"insert":"Phenomenon where users to a website consciously or unconsciously ignore both advertisement and navigational banners.\n\n"}]}####{"ops":[{"insert":"audience research \n"}]}##{"ops":[{"insert":"Research conducted to gather information about the composition as well as the attitudes, beliefs, knowledge, interests, and behaviors of a target audience.\n\n"}]}####{"ops":[{"insert":"article marketing \n"}]}##{"ops":[{"insert":"Writing and distributing short articles to various outlets to grow an online audience and increase sales opportunities.\n\n"}]}####{"ops":[{"insert":"advertising dramas \n"}]}##{"ops":[{"insert":"Advertisements that use stories rather than statistics or celebrity endorsements as the primary way of trying to sell their product.\n\n"}]}####{"ops":[{"insert":"advertising \n"}]}##{"ops":[{"insert":"Paid forms of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience.\n\n"}]}####{"ops":[{"insert":"ad broker \n"}]}##{"ops":[{"insert":"A person who acts as an intermediary between newspapers and advertisers.\n\n"}]}####

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{"ops":[{"insert":"7 types of online ads \n"}]}

{"ops":[{"insert":"banner ads, pop-up ads, floating ads, interstitial ads, unicast ads, takeover ads, contextual ads\n"}]}

{"ops":[{"insert":"cost per mille (CPM)\n"}]}

{"ops":[{"insert":"advertisers set their desired price per 1000 ads served and pay each time their ad appears, designed first \n"}]}

{"ops":[{"insert":"puffery\n"}]}

{"ops":[{"insert":"exaggeration is advertising claims \n"}]}

{"ops":[{"insert":"cost per click (CPC)\n"}]}

{"ops":[{"insert":"directs traffic to websites and advertisers pay a website when their ad is clicked; dominant method \n"}]}

{"ops":[{"insert":"cost per action (CPA)\n"}]}

{"ops":[{"insert":"also called pay-per-performance (PPP), has advertisers paying publishers for the number of users who perform a specific desired activity: filling out a registration form, requesting contact, signing up for newsletter, etc\n"}]}

{"ops":[{"insert":"cost per engagement (CPE)\n"}]}

{"ops":[{"insert":"requires advertisers to only pay when users actively engaged with an advertisement\n"}]}

{"ops":[{"insert":"cost per view (CPV)\n"}]}

{"ops":[{"insert":"requires advertisers to pay for video views and other video interactions.\n"}]}

{"ops":[{"insert":"cost\n"}]}

{"ops":[{"insert":"Electronic communication offers lower costs for online advertisements compared to offline ads, which translated to a better return than with other media.\n"}]}

{"ops":[{"insert":"speed\n"}]}

{"ops":[{"insert":"As soon as ad designs are completed they can be put online without being tied to anyone else’s production schedule and can also be changed or replaced just as easily.\n"}]}

{"ops":[{"insert":"targeting \n"}]}

{"ops":[{"insert":"formatting \n"}]}

{"ops":[{"insert":"Promotional messages can be presented in a wide variety of ways to convey information, images, video, audio, and links, as well as having the additional advantage of being interactive\n"}]}

{"ops":[{"insert":"measurability \n"}]}

{"ops":[{"insert":"Data collection regarding the effectiveness of ads, such as the size of the actual audience responding and resulting sales, are readily available, allowing online advertisers to make adjustments to improve ad campaigns.\n\n"}]}

{"ops":[{"insert":"richard nixon \n"}]}

{"ops":[{"insert":"The Selling of the President by Joe McGinniss was about the election of\n\n"}]}

{"ops":[{"insert":"children's television \n"}]}

{"ops":[{"insert":"\"Bumpers\" were created because of which ethical issue with advertising\n\n"}]}

{"ops":[{"insert":"fear\n"}]}

{"ops":[{"insert":"ad appeal is designed to scare the target audience by describing a serious threat to them\n"}]}

{"ops":[{"insert":"guilt \n"}]}

{"ops":[{"insert":"ad appeals are commonly used by charities to persuade people to make charitable donations\n"}]}

{"ops":[{"insert":"value \n"}]}

{"ops":[{"insert":"Sometimes the bottom line is simply that people want to get a good deal.\n"}]}

{"ops":[{"insert":"trust\n"}]}

{"ops":[{"insert":"The goal is to establish brand loyalty, whether it is toward a particular soft drink, brand of sneaker, car company, or a political party. \n"}]}

{"ops":[{"insert":"competition \n"}]}

{"ops":[{"insert":"Emotional appeals to competition require you to think that a particular brand delivers something better than other brands, which will make you better (or at least equal) to your peers\n"}]}

{"ops":[{"insert":"trend setting\n"}]}

{"ops":[{"insert":"companies use social media to influence the trendsetters who influence their followers and choose what to share with their community, celebrities \n"}]}

{"ops":[{"insert":"instant gratification \n"}]}

{"ops":[{"insert":"ad appeal designed to trigger impulse buying by consumers.\n"}]}

{"ops":[{"insert":"leadership\n"}]}

{"ops":[{"insert":"Be the first on your block to own the last technology or the hottest new toy ad appeal \n"}]}

{"ops":[{"insert":"time \n"}]}

{"ops":[{"insert":"The convenience of fast food is based primarily on the value of saving time, because, after all, time is money\n"}]}

{"ops":[{"insert":"David Ogilvy\n\n"}]}

{"ops":[{"insert":"The Father of (Modern) Advertising\n\n\n"}]}

{"ops":[{"insert":"Eating and Body Image\n"}]}

{"ops":[{"insert":"Critic Jean Kilbourrea \"toxic culture environment\" unrealistic body types portrayed\n"}]}

{"ops":[{"insert":"tabacco\n"}]}

{"ops":[{"insert":"encouraged young people to smoke\nTabacco Master Settlement Agreement in 1998 - agreed to not \"take any action, directly or indirectly with youth\"\n"}]}

{"ops":[{"insert":"Product Claim ads\n"}]}

{"ops":[{"insert":"names a drug, what condition it treats and covers both benefits and risks\n"}]}

{"ops":[{"insert":"reminder ads \n"}]}

{"ops":[{"insert":"give the drug's name but not the drug's use, \"boxed warning\"\n"}]}

{"ops":[{"insert":"Help-seeking ads\n"}]}

{"ops":[{"insert":"describe a disease or condition, but do not recommend or suggest specific drugs\n"}]}

{"ops":[{"insert":"excessive consumerism \n"}]}

{"ops":[{"insert":"because consumer culture tells us that happiness can only be achieved by having material things, it causes us to overspend; living beyond your means \n"}]}

{"ops":[{"insert":"360\n"}]}

{"ops":[{"insert":"How many advertisements are we exposed to on average each day\n"}]}

{"ops":[{"insert":"chronic halitosis \n"}]}

{"ops":[{"insert":"lesson number 2; listerine mouthwash, taught people that customers actually need your product as opposed to wanting it \n"}]}

{"ops":[{"insert":"selling bottled water \n"}]}

{"ops":[{"insert":"brand essence\n"}]}

{"ops":[{"insert":"a process called laddering is often used to discover the essence of a brand and to deepen its meaning for consumers; what you are gonna get \n"}]}

{"ops":[{"insert":"brand slogan\n"}]}

{"ops":[{"insert":"embodies its essence, which covers not only its identity but also its philosophy and vision; usually short and memorable \n"}]}