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Adv 205 Exam Study Guide

by: Kaylee Persichetti

Adv 205 Exam Study Guide ADV 205

Marketplace > Michigan State University > ADV 205 > Adv 205 Exam Study Guide
Kaylee Persichetti
GPA 4.0

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About this Document

Has more detailed information on a majority of the points based on the study guide given to us over d2l.
Principles of Advertising
J. Bukovac-Phelps
Study Guide
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This 3 page Study Guide was uploaded by Kaylee Persichetti on Friday September 30, 2016. The Study Guide belongs to ADV 205 at Michigan State University taught by J. Bukovac-Phelps in Fall 2016. Since its upload, it has received 125 views.


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Date Created: 09/30/16
What makes an ad effective? There are four characteristics to making an ad effective: • Strategy • Creativity • Execution • Advertising must be goal directed  J. Guttenberg and his invention He invented the printine press in germany. Advertising and the great depression Advertising spending plummets following the stock market crash. There is  alot of reseach studying consumers.  Product differentiation starts to becom important. Late 1800’s advertising – patent medicine This was an age of vastly exaggerated claims­ medicine shows,  exhibitations of unusual and strange, and unrelated claims.  Examples of patent medicine manufacturing: eating tape worms to be  skinny, cocaine tooth ache drops.  Reeves, Ogilvy, Burnett, Bernbach Reeves­ VSP product differentiation basically every product has one  unique thing about them that allows them to drive the  name home to the consumers.  Burnett­ "inherent drama" marlboro man intoduced opened places in  Chicago instead of New York and invented Tony the  tiger.  Ogilvy­ imagery and sotry appeal all about status  Bernbach­ positioning­­feelings/emotions. Introduces the creatuve team  approach of combining copy writer and art director­ made I like Ike ad the first political ad on tv WW I advertising War is good for advertisment, WWI saved the industtry by offering the war  department free services to redeem themseleves  from deceptive advertisment in the past. Uncle Sam was created. This time period shifter the focus of productions to sales. 1970s and regulatory efforts This is the postindustrial era. Started taking accountablity­ results, sales  promotions, budgets slashed, demarking. Factoes include: aging of traditional products, growing affivence and sophistication,  compettition intensified by lower tradee barriers and growing international trade. Public Service Ads an ad serving the public interest, often a nonprofit organization, carried by  the media at no charge. FTC Federal Trade Commision Wheeler Lea is a United States federal law that amended Section 5 of the Federal Trade Commission Act to proscribe “unfair or deceptive acts or practices”  as well as “unfair methods of competition.” Puffery an exaggeration, often with offensive messages Ethics moral and value standards that act as behavioral guidlines for a society's  citizens. Deceptive advertising  also known as false advertising, refers to a manufacturer's use of  confusing, misleading, or blatantly untrue statements when promoting a  product. Subliminal advertising the use by advertisers of images and sounds to influence consumers'  responses without their being conscious of it. Corrective advertising  one of the most severe penalties that can be imposed on an advertiser  that knowingly fabricates false or misleading selling points to misrepresent  a product's qualities to the public Affirmative Disclosure encompasses providing the consumers information about the negative or  harmful effects of the product/ service in the advertisement. Comparative advertising which a particular product, or service, specifically mentions a competitor by name for the express purpose of showing why the competitor is inferior to  the product naming it. FCC + FDA Federal Communications Commisions and Food and drug administration NAD/NARB The National Advertising Division of the Council of Better Business  Bureaus in the United States and Canada reviews factual claims made in  national advertisements. They offer alternative dispute resolution services  for advertisers, typically reaching a conclusion within 90 days of a filing. National Advertising Review Board 4 P’s – several questions • product­ includes packaging, brand image, the brand as a person, the  power of the brand, and brand equity.  • price­ dictated by supply and demand, influenced by production and  distrobutions costs, should convey value relative to  other products, should meet a company's objectives, and should match  with product. • place­ must be consistent with brand image( intensive, selective,  exclusiove and direct/indirect distribution. • promotions­ important for ad success, strong primary demand, chance for product differentiation, hidden qualities. Distribution Source to message to consumers, source to sponsor to author to persona Types of Learning • incidential learning: unintentional acqusition of knowledge Three theories of learning: • classical conditioning (pairing of two stimuli) • operant conditioning(rewards and punishments) • Cognitive learning theroy (mental process)


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