Exam 1 Study Guide
Exam 1 Study Guide JRN 360
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This 3 page Study Guide was uploaded by Anyce Notetaker on Saturday September 26, 2015. The Study Guide belongs to JRN 360 at Central Michigan University taught by William Barre in Fall 2015. Since its upload, it has received 175 views. For similar materials see Advertising Principles in Journalism and Mass Communications at Central Michigan University.
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Date Created: 09/26/15
VV VVVVV V V V VVVV Exam 1 Study Guide Key Term a persuasive communication in a paid medium by an identi ed sponsor advertising for the purpose of creating a brand personality which justi es superpremium pricing ways in marketer promote a product advertising a brand to change what is going on in the customer39s head advertising a brand in a way that causes the customer to development some sort of emotional attachment the slice of a product category or the brands the customers39 demand and desire for a product the channels of discussion that gets the product to the customers and out of the store a certain type of person that the advertisers are aiming towards a testimonial a written or spoken statement promoting or advertising a product any advertising or promotion that misrepresents the nature characteristics qualities or geographic origin of goods services or commercial activities A company may deliver an entertaining message about its product compare the product to a similar item list facts about the product or make vague claims about the product which cannot be proved or disproved in a product category is the process of identifying consumers with alike demographics and psychoagraphics characteristics in the purpose of creating the target market the agency the company uses the most overall the other ones an advertising agency wholly owned and operated by an advertiser company corporation markets using several marketing communications device in the same campaign a statement that is meant to prevent an incorrect understanding of something involves age gender lifestyle education income geography ethnicity involves values attitudes interest opinions the culmination document of the account planning process that takes research analyzes and interprets it to comes up with a strategic approach that meets the marketing communication objective most product categories have brands that most consumers consider basically similar in their features and benefits media voice considering the budget The larger the budget the louder the voice gt gt Key Concepts In the solar system of marketing where does advertising fits 0 Advertising is not the main focus but it is needed the most Explain the components of USP 0 O O 0 There are three components of USP 1 advertisement must make a propositionpromiseclaim 2 the promise must be unique to the brand 2a or to a product category 3 must move millions What s a good example of USP 0 According to the book a good example of USP 7up39s non cola campaign or Miler Lite39s miller time What is considered the first charge of advertising 0 To attract the attention of the buyer and keep it by any means necessary Do something to make them pursue before going on with their lives Describe the five key players in the advertising business 0 O O O 1 the clientsadvertiser is the payer of the system and is at the top 2 the agency is the ones who gets the money from the client 3 the media is the one who the agency gives the money to and creates the communication is which the advertisement goes through TV internet social media newspapers and magazines 4 the vendors supplies are the ones who supplies the agency with all the things that the agency does not have 5 the target market is the one all of this is done for Describe the four major disciplines of a fullservice agency 0 O O O Broadcast producer is the representative on the set creative department that involves account management media planner and account planner as well as copy write and art directing Media planner is the people who decides what to buy and where to put the ads Account planner who deals with research and looks for insight gt Describe the types of research and how they relate to one another 0 Primary is original con dential copyrighted expensive and can be considered time consuming Secondary is pre existing inexpensive not con dential or copyrighted and considered easier to obtain than primary qualitative has in dept answers with open ended question is emphasis on the why and how and usually deals with small simple size and can be consider quick and inexpensive and usually deals with the agencies Quantitative is larger in simple size and often in a survey format it answers more simple and speci c questions its more expensive to create run and order and it makes use of stand ins and representatives 0 They all can be useful and can obtain information that the others cannot gt Explain what FTC FCC FDA and SEC are 0 Federal Trade Commission deal with the promotion of consumer protection and the elimination and prevention of anticompetitive business practices 0 Food and Drug Administration deals with what should be on the label and what is allow on the label of food drinks and drugs 0 Federal Communication Commission deals what can and cannot be said on television and in ads 0 Securities and Exchanged Commission deals with enforcing the federal securities laws proposing securities rules and regulating the securities industry gt Describe the situation before WW I and after 0 in 1914 small country and religious towns developed into urbancity secular country by the 1920 0 more things to pitch and sell than the 20s gt Explain the brand loyalty hierarchy 0 Brand insistence is a customer being dedicated to one brand and will refuse to use anything other brand This is what companies what the most 0 Brand preference is a customer preferring one brand over a lot of others but will settle with something else This is what a company can deal with 0 Brand neutral is a customer not caring about a brand but caring more about price instead This is also what a company can deal with 0 Brand avoidance is a customer stays away from a brand completely and will use anything else This is what a company does not want gt Where do vendors and suppliers fit into the solar system of marketing 0 They are considered the planets that circle around an agency and needs the warmth gt What are the channels of discussion in the push from manufacturers to the target market 0 It starts from the manufacturer then goes to the wholesale to broker to retailers and it ends up to the target market
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