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Advertising Test 3 Review

by: Graciela Sills

Advertising Test 3 Review Mc 3367

Graciela Sills
Texas State

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About this Document

This study guide summarizes the content of Exam 3.
Thomas Grimes
Study Guide
Advertising, mass communication
50 ?




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This 3 page Study Guide was uploaded by Graciela Sills on Thursday April 7, 2016. The Study Guide belongs to Mc 3367 at Texas State University taught by Thomas Grimes in Summer 2015. Since its upload, it has received 51 views. For similar materials see Advertising in Journalism and Mass Communications at Texas State University.

Similar to Mc 3367 at Texas State

Popular in Journalism and Mass Communications


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Date Created: 04/07/16
Review for Test # 3    1. Understand the requirements for writing ad copy for webpages; the special challenges that  reading off a computer screen creates for copywriters.    ● Writing ad copy on webpages:  ○ Use fragments, not complete grammatical sentences; people only scan web  ads and don’t read thoroughly  ○ Ads should be interactive (i.e., clickable)  ○ Write in objective rather than persuasive/promotional language  ○ Use scannable text    ● Challenges of reading off computer screen  ○ The fovea­­ the visual center of the retina, which determines how we read  fonts­­ limits field of vision on webpages  ○ Print is naturally easier to read than computer screens; this may change  over time as humans adapt to ubiquitous technology, but for now,  copywriters have to consider fonts carefully    2. What are the positive attributes of advertising on the Web? The negative attributes?    ● Positives:  ○ Easier to target customers b/c of software that integrates devices into a  single user profile  ○ Allows communication b/w company and customers    ● Negatives:  ○ Interactive marketing in general:  ■ Many people want to visit store, not online or 1­800 venue  ● Smart Cars suffered for selling online only b/c people  couldn’t test drive vehicles; company eventually reverted to  BMW formula and set up showrooms  ● Perfumes also hard to sell without sampling  ■ A product not affiliated with a store or ad venue may suffer from not  being associated with prestige of venue  ■ Clutter, including pop­ups  ■ Violation of privacy, with cookie­derived marketing data sold to  other businesses    ○ Google Ads:   ■ Web ads are not memorable; they rely on interactivity   ■ Videos that start on their own can annoy users  ■ Media planner often has little control over where AdSense ads run­­  ads could end up on porn site, for example  ■ Internet is full of bots that act as fraudulent ad counters  ■ There is no software that limits AdSense when premium sites are  filled     3. When you produce ads for radio and TV, what are some things to keep in mind?    ● Radio:  ○ Make big idea clear  ○ Mention the product’s name early and often  ○ Take time to set scene, establish premise  ○ Use familiar sound effects  ○ Paint pictures with words  ○ Make every word count  ○ Be outrageous  ● TV:  ○ Words should enhance/highlight pictures  ■ Don’t let audio & visual elements clash, as they do in the giraffe ad  ○ Make visual demonstrations of product dramatic, but don’t deceive  audience with exaggerated visual effects  ○ Keep it simple    4. Know the difference between advertising and sales promotion…the 60/40 rule.    ● Advertising:  introducing product, developing loyal following (i.e., branding)  ● Sales promotion: a marketing technique that gives consumers incentives to buy  (discounts, prizes, coupons); induces non­patrons to begin patronizing product  ● The 60/40 rule refers to the ratio between spending on advertising and spending  on sales promotion  ○ Historically, spending on advertising has been greater, but in modern  times, the trend has reversed    5. What happens when you, for instance, put 80% of a client’s money into sales promotion and  only 20% in advertising? What about 80% in advertising and 20% in sales promotion?     ● Too much sales promo + not enough advertising = loss of revenue and damage to  brand name  ● Too much advertising + not enough sales promo = insufficient volume buying          6. What is brand equity?    ● Brand equity is the principle that a well­known brand name with a good reputation  will generate more money for a product.    7. Ad campaigns’ costs can easily get out of control. What’s the principal reason?     ● Lack of planning (e.g., K­State sports screw­up)  ○ Factors that increase expenses include production luxuries, overtime,  special equipment, and issues with executives    8. What is an increasingly big problem facing advertisers in traditional media such as TV, radio,  and in print venues?    ● Analogical media lack two­way communication with consumers    9. What are AdWords, AdSense, buttons, banners, rich mail, interstitials?    ● AdWords:  short text­based ads with links to advertisers’ webpages; found on  results page of a Google search and are based on keywords from that query   ● AdSense: found on right side of a webpage; websites agree to fill certain amount  of space for ads, and targeted ads appear in that space when page loads  ● Buttons: small icons that take clicker to the advertiser’s website  ● Banners: image ads across top of webpages  ● Rich mail: emails that have video or open to advertiser’s website  ● Interstitials: also known as pop­ups, these interrupt navigation through a website  to an ad (and are widely considered to be nuisances, especially on mobile  devices)    10. What do cookies do? What are they?    ● Cookies are small pieces of text data created by a website and stored in a user’s  web browser  ● Cookies determine RFM formula (recency, frequency, money) 


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