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by: Susannah Foos


Marketplace > Pennsylvania State University > Communication > COMM 320 > COMM 320 STUDY GUIDE EXAM 1
Susannah Foos
Penn State
GPA 3.89

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Hey everyone here is a study guide for the first exam of Comm 320. I suggest looking over your own notes and the book as well. There is a combo of the notes I took in class and the notes I took fro...
Intro To Advertising
Dr. Anghelcev
Study Guide
intro to ad, intro to advertising, Exam 1
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This 6 page Study Guide was uploaded by Susannah Foos on Sunday February 7, 2016. The Study Guide belongs to COMM 320 at Pennsylvania State University taught by Dr. Anghelcev in Spring 2016. Since its upload, it has received 94 views. For similar materials see Intro To Advertising in Communication at Pennsylvania State University.

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Date Created: 02/07/16
CHAPTER 1 3 main points to advertising  What are the message strategies, how is it executed, what’s the impact Advertising: a paid, mass-mediate attempt to persuade.  Face to face isn’t advertising bc not reached at mass audience. Indirect advertisements/promotions don’t count bc no one is paying them.  One tool to promote a product, idea, or organization Integrated Brand Promotion IBP: the process of using a wide range of integrated promotional tools to create widespread brand exposure. Old way of Advertising: TV, radio, billboards, newspaper, videogames, movie theatre: decisions made by people: marketer > agency > research > creative idea> media New way of advertising: social media, ipads, iphones, tv, and all the old ways too: decisions made by computers What’s changed increased media exposure, consumer’s control over content, brand placement What’s a not changed advertiser to communicate brands, bad products still can fail even with lots of advertisement. Advertisement: specific message that an organization has created to persuade an audience Ad campaign: integrated series of ads and promos that communicate a central THEME or idea with coherence in message and EXECUTION TYPES OF ADS Global: product advertisement is using the same message strategy with minor changes  Watch US = Leo DiCaprio Japan = Asian star International: different message strategies to match culture/country’s mindset  McDonald’s nugget love commercial National: Advertisement within national boarders Regional: advertisement in one area of a nation (think Northern US ads to Southern ads) Local: advertisement is in one trading area (city or state) Mixed / Co-operative: a large manufacturer and local retailer jointly pay for an advertisement.  Joe’s Car store (local) and Honda (national) Direct Response Ads: encourage immediate action  Nike show ad  Click here to order now Delayed Response Ad: brand image development used to change attitudes towards company  Just do it = Nike general  Attempts to develop awareness and the feels for a brand Corporate Advertising: promotes the firm only, much like a delayed response ad  BP after his oil spill Primary Demand Stimulation: generates demand for an entire product category  Got milk? Selective Demand Stimulation: generates demand for a specific product  Advertisement for organic milk How an advertisement is communicated Sender receiver  message Channel of communication code to understanding Production  accommodation & negotiation  Reception Production: advertisers and social (cultural, polt’l, religious, etc) context determine ad content Accommodation & negotiation: people will interpret messages differently because of individual experiences, values, culture, etc. Reception: personal opinion forming of ad the audience understanding of an advertisements result in a meaningful interpretation of an ad EXAMPLE! Biracial family in Cheerios commercial NO ADVERTISMENT WILL BE INTERPRETED THE SAME FOR EVERYONE! CHAPTER 2 Structure of the Industry Advertiser  Ad/Promo Agencies  External Facilities  Media Orgs  Target Audience Advertisers: AKA CLIENTS people who want to promote ideas, values, awareness and products  Manufactures & Service Firms create awareness and preference for brands o Verizon  Trade Resellers: organizations in the market of distribution that buy products to resell to customers. o Target  Federal, State, Local Government: ad/promo in armed forces recruiting and social issues  Social & Non-Profit: Attempt to raise awareness or organization, seek donations and shape behavior o Red Cross Advertisement Agencies: org of professionals who provide creative and business services to clients in planning, preparing, and placing ads. Sometimes evaluate (functions in definition)  Full Service: array of professionals to help client, global contacts & services has basically all functions of an agency  Creative Boutiques: Emphasis on creative developments, copywriting, artistic services  Digital/Interactive: focus on use of web bases solutions to direct marketing and target market communications; monitor platforms, create algorisms, (merged into full service)  In-House: ad department within a firm responsible of all ad material; basically a full service agency within a company  Media Specialist: buy media loads of time and space for cheap then resell to agencies Promotion Agencies: handle the promotional events and planning part  Direct Marketing & Database agencies: database of mailing lists, develop promo material, execute campaigns, make sure people get products, infomercials  Sales Promo Agencies: design and operate contests, sweepstakes, other campaigns  Event Planning Agencies: find location, secure date, get team to pull event off, o Ad sponsors entire event = work closely with event planning o Ad sponsor event with other sponsors = less control over planning and execution  Design Firms: involved in execution of IBP effort and AD; create visual impression and logos  Public Relations Firm: manage relationship with media, community through press releases, etc. External Facilitator: orgs or individuals that provide specialized services  Research Firms: perform original research and sell its data (Simmons, Starch, Burke)  Consultants: specialize in promotions, website development, economics, trends (PR, database, web, media)  Production Facilitators: during and after production process (photographers, directors, camera, tech, etc)  Software Firms: internet tracking Media Organizations: broadcast, interactive media, media conglomerates, print, support media (billboards) Target Audience: YOU! Agency COMPENSATION $$$$:  Commission: 15% of total amount billed = cause agencies to pick more expensive template. Based on the amount of money spent on media  Markup Charges: cost of production plus 17.65- 20%  Fee System: paid off of hourly rate, fixed fee from a contract, difficult and flawed because creativity can’t be measured  Pay for Results: only done for digital media, hard to negotiate what is “success” AGENCY SERVICES/POSITIONS Account management / services PLANNING  Assistant account planner, account planner, director of account planning  Research client, targets, knows the brand best, write creative briefs, voice of the consumer in the agency Account management/services EXECUTIVES  Jr Account executive, Sr account executive, account director, account supervisor  Discus main attributes  Face of the agency to clients, knows everyone insides and out, schmoozer, makes everyone happy CREATIVES  Create interesting memorable concepts, develop message  Creative director, art director, designers, copyrighter MEDIA  Media planners, service buyers, researchers  Determine which medium is most effective and efficient to reach target audience CHAPTER 3 4 Major factors to the RISE OF AD 1. Capitalism: free market environment 2. Industrial revolution: interchangeable parts, railroads increase productions and travel of production, mass productions, population growth a. Limited Liability: restricts investor’s risks in business ventures to only shares are taken away rather than personal assets 3. Modern Branding: identity markets and symbols of what a brand stands for, keeps from everything looking the same st 4. Mass Media: Advertisements in print at first no blank space or images, PA Gazette = 1 to use blank space in advertising Economies of Scale: higher volume of products lowers the unit costs Brand Loyalty lead to inelasticity of brands  Demand less sensitive to price change PRE Industrial Era  Look like classifieds, precursor to ads PT BARNUM ERA (1875-1918)  Celebrity endorsements, different text font, phony cures filled with illegal drugs,  Recognize ads today  Pure Food and Drug Act = require ingredients shown  Advertisement had a bad reputation  Consumer culture ERA OF INDUSTRIALIZATION (1800-1875)  Dailies (early newspapers)  Ads were text heavy  No laws or regulations for ads = say anything lie, deceive, cheat without punishment WWI 1914  Sold government products  Donated time so ads looks very beautiful and creative  Leads to beautiful 1920 BEAUTIFUL 1920s  Medicine, cars, hygiene  Slice of Life Advertising: relationships between people and brands, show how the product fits into your life  Begin to target women because they do they shopping  Chain of needs: needs lead to products; new needs created by unintended side effects, thus new products made, newer products solve newer needs, on & on  Emotional, relates to kids  Beautiful images  Patriotism DEPRESSION (1929-1941)  ANXIETY, CLUTTERED, HARD SALE  Ads aimed towards peoples anxiety  Looked like magazines ads because so cluttered  Hard sale = try to say everything so client feels like they are getting their money’s worth  RADIO began creating a new way to contact clients  Ads through Soup Operas WWII and LATE 1940s  Patriotism – emotions  CocaCola “we are friends” ads around the world 1950  FEAR AND PROSPERITY  Fear of communism, subliminal ads, atomic bombs  Ernest Dichter: promote subliminal ads with popcorn soda experiment = fake and ran with the money  SUBLIMINAL DOES NOT WORK!  Status consumption  Innovation and scientific progress  Reminds of 1930 advertisement –hard sale, cluttered  TELEVISION – target kids, baby boomers, generation of consumers 1960s  MLK, Beatles, Man on the Moon  Ads are humorous, intelligent, funny  Golden age = creative  Less is more, white space, verbal hooks, engaging text  Mary Wells, Bernbach = plop plop fizz fizz alka seltzer, I <3 NY  Peace, love, creative Revolution  Attach to hipness and youth 1970s  Limited amount of ads targeted to kids  Higher standards of honesty  Increased cable DESIGNER ERA (1980-1992)  Explosion of designer goods E-REVOLUTION (1993-2000)  Interactive media allow measurement of ads  Agencies are smaller and fewer staffed 2000 to PRESENT  Dot-com ended in 2000 it hurt lots of people bc didn’t get paid for advertising  Integrated media  Consumer generated content – doritios superbowl ads  Consumers are coming to advertisers Branded Entertainment: blending of IBP within entertainment, protected under 1 amendment Product Placement: significant placement of brand within a film or tv show (American Idol & Coke) LOOK OVER YOUR OWN NOTES AS WELL! GOOD LUCK ON YOUR EXAM!! 


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