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| according to the American Marketing Association: "any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor." |
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| a liaison between advertisers and newspapers |
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| first of these modern agencies founded in 1869 |
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| exaggeration in advertising claims |
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| the process of breaking up the advertising audience into diverse segments to reach those individuals most likely to purchase a particular product |
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| that part of advertising received by people whom the advertiser has no interest in reaching |
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| the gross dollar amount that an advertising agency's client spends |
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| organizations built into a corporate structure |
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| ad agencies that specialize in creative services |
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ad agencies that supply all advertising and marketing services
(account managemnet, research, creative, media) |
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| employee who coordinates the agency's services for the client (under account management) |
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| presenting new ideas for ad campaigns to a prospective client (under account management) |
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-coordinates agency services for the client
-represents the client within the agency
-puts together teams for ad campaigns
-coordinates the pitching of new accounts |
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| plans executes and interprets research |
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| designs and produces advertisements, hires and directs freelance illustrators, graphic designers, photographers, and musicians |
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| allocates advertising budgets among print broadcast and other media |
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| have a great pass along rate |
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| perfect image advertising |
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| advertising agency personnel who purchase ad time and space |
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| ads designed to affect public opinion or government policy |
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| ads designed to rectify an inaccurate impression |
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| ads designed to fight an image that is not in the public interest |
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| advertising that uses unorthodox tactics |
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| regulates direct-mail advertising since 1895 |
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| Food and Drug Administration |
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| created by the pure food and drug act in 1906; regulater ads about foods, cosmetics, drugs, and health care products |
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| established in 1914; protects against false advertising and unfair business practices |
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| Securities and Exchange Commission |
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| established in 1934; regulates ads of stocks and bonds |
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| Federal Communications Commission |
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| est. 1934; regulates political ads on TV and radio |
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| 1914; make sure advertisers actually do what their products say they do |
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| Unique Selling Proposition |
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| born out of the phenomenon that you had parody products to distinguish, advertisers came with this by highlighting certain aspects of the product or creative element |
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| advertisers want to minimize this |
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| How much of revenue do clients spend on advertising? |
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| 20%, gross dollar amount is known as billings |
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| Who do account executives represent? |
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| segment by their level of resources (energy, self-confidence, money, age, education) and their primary motivation (what motivates the consumer) |
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| STUDY VALS FRAMEWORK CHART IN BOOK |
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| STUDY VALS FRAMEWORK CHART IN BOOK |
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| which media will be most effective for reaching the audience |
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| Media Selection Consideration |
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| cost per contact/ reach/ frequency/ audience selectivity |
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| Bait and switch advertising |
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| technique in which a seller provides bait in the form of an advertised bargain and a switch when the customer is talked into a more expensive product |
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| What has made more product placement in shows? |
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| TIVO and DVR so people can skip ads during commercials |
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| Which of the following qualifies as advertising, according to the definition given by the American Marketing Association? |
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| television commercials for products |
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| Which of these had a business message on one side and artwork on the other, and were given out in department stores in the late 1800s? |
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| Ad brokers became ad agencies when they began to |
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| be proficient at designing ads |
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| Which was established in 1914 as a national watchdog of business and advertising? |
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| The term "circulation waste" refers to |
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| advertising that is received by people whom the advertisers has no interest in reaching |
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| The top ad client, in terms of billings is |
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| Which type of ad agency is built into the product manufacturer's corporate structure? |
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| The VALS model is a well known approach to |
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| Which of the following has the shortest lead time for placing an ad? |
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| In TV advertising, the concept of clutter is |
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| too many commercials competing for the public's attention |
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| Which type of ads are often required by legal settlement to rectify previous inaccurate claims? |
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| A parity statement makes a claim that the product or service advertised |
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| is just as good as its competition |
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| Product placement in television is a way for advertisers to deal with |
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| consumers' skipping over ads in various ways |
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| Ads directed from one business to other businesses are known as |
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