Podcast
Questions and Answers
What are the 6 key components of the definition of advertising?
What are the 6 key components of the definition of advertising?
- Advertising is a type of communication 2. Advertising is typically directed to receivers 3. Advertising is paid for by sponsors 4. Advertising is mediated, meaning it reaches us through a channel of communication referred to as a medium 5. Most advertising is intended to be persuasive 6. An ad identifies its sponsor
Which of the 6 key components of advertising do product placements not fulfill?
Which of the 6 key components of advertising do product placements not fulfill?
Product placement advertisements don't identify their sponsor
What is the ultimate goal of marketing?
What is the ultimate goal of marketing?
To earn a profit for the firm by exchanging products or services with customers who need or want them
What are the 4 P's of the marketing mix and under which does advertising fall?
What are the 4 P's of the marketing mix and under which does advertising fall?
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What guidance does marketing strategy give to advertising planning?
What guidance does marketing strategy give to advertising planning?
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What are the 7 functions of advertising as a marketing tool?
What are the 7 functions of advertising as a marketing tool?
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Within integrated marketing communications, advertising is the messaging option over which a company has the greatest control.
Within integrated marketing communications, advertising is the messaging option over which a company has the greatest control.
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Who is regarded as the 'father' of modern advertising?
Who is regarded as the 'father' of modern advertising?
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What is the term for an advertisement that is free of charge to the advertiser because it serves in the best interest of the public?
What is the term for an advertisement that is free of charge to the advertiser because it serves in the best interest of the public?
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What is a marketing function that identifies products and their source and differentiates them from similar products and competitors?
What is a marketing function that identifies products and their source and differentiates them from similar products and competitors?
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What decade was the first ad agency formed?
What decade was the first ad agency formed?
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In 1839, what technological advance led to a new level of creativity, reality, and credibility in advertising?
In 1839, what technological advance led to a new level of creativity, reality, and credibility in advertising?
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What is the association of a brand's features and benefits with a certain set of customer needs, setting it apart from competitors in the mind of the consumer?
What is the association of a brand's features and benefits with a certain set of customer needs, setting it apart from competitors in the mind of the consumer?
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Which of these time periods was when the U.S. saw a significant growth in the number of large national agencies and societal concern about the effects of advertising?
Which of these time periods was when the U.S. saw a significant growth in the number of large national agencies and societal concern about the effects of advertising?
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What did Congress pass in 1914 to protect the public from unfair business practices that included misleading and deceptive advertising?
What did Congress pass in 1914 to protect the public from unfair business practices that included misleading and deceptive advertising?
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In a free-market system, consumers can choose the values they want in products they buy.
In a free-market system, consumers can choose the values they want in products they buy.
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Advertising, by its very nature, is not complete information. It is biased in favor of the advertiser.
Advertising, by its very nature, is not complete information. It is biased in favor of the advertiser.
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What principle states that an economy produces more goods and services than can be consumed?
What principle states that an economy produces more goods and services than can be consumed?
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What government organization is the major regulator of advertising and is charged with keeping the marketing process competitive and fair?
What government organization is the major regulator of advertising and is charged with keeping the marketing process competitive and fair?
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What is the term for doing what the advertiser and the advertiser's peers believe is morally right in a given situation?
What is the term for doing what the advertiser and the advertiser's peers believe is morally right in a given situation?
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Almost half of the billions of dollars spent each year on advertising in the United States is devoted to what?
Almost half of the billions of dollars spent each year on advertising in the United States is devoted to what?
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What type of advertising attempts to create a favorable opinion of the business as a whole and for a long period of time?
What type of advertising attempts to create a favorable opinion of the business as a whole and for a long period of time?
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Which of the following is not a way that local and national advertisers differ?
Which of the following is not a way that local and national advertisers differ?
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Advertising agencies have a legal, financial, and ethical obligation to who?
Advertising agencies have a legal, financial, and ethical obligation to who?
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What type of agency is equipped to serve its clients in all areas of communication and promotion?
What type of agency is equipped to serve its clients in all areas of communication and promotion?
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Study Notes
Definition of Advertising
- Advertising is a communication method directed at specific receivers.
- It is funded by sponsors and mediated through various channels.
- Primarily aims to persuade and must identify its sponsor.
Product Placement Limitations
- Product placements fail to identify their sponsors, differing from traditional ads.
Ultimate Marketing Goal
- The main objective of marketing is to generate profit through the exchange of products or services with customers.
Marketing Mix
- The 4 P's include Product, Price, Place, and Promotion, with advertising falling under Promotion.
Role of Marketing Strategy
- A marketing strategy guides advertising by identifying target markets, appropriate advertising venues, and specific advertising goals.
Functions of Advertising
- Advertising serves multiple purposes: identifying products, communicating information, inducing trial and reuse, stimulating distribution, increasing usage, building brand loyalty, and lowering sales costs.
Integrated Marketing Communications
- Advertising allows for the highest level of control in messaging compared to other marketing options.
Historical Figure
- Albert Lasker is recognized as the "father" of modern advertising.
Public Service Announcement
- An advertisement that benefits the public interest, offered at no charge to the advertiser is termed a Public Service Announcement.
Branding Concept
- Branding involves identifying products and differentiating them from competitors.
First Advertising Agency
- The 1860s marked the formation of the first advertising agency.
Advances in Advertising
- The introduction of photography in 1839 enhanced creativity and credibility in advertising.
Positioning Concept
- Positioning connects a brand's benefits with specific customer needs, distinguishing it from competitors.
Growth Era of Advertising
- The Golden Age saw a rise in large national agencies and increased societal concern regarding advertising effects.
Federal Trade Commission Act
- Enacted in 1914, this act protects the public against misleading advertising practices.
Free-Market System
- Consumers have the freedom to select products based on their values in a free-market economy.
Nature of Advertising
- Advertising provides biased information favoring the advertiser, indicating it does not present complete data.
Economic Principle
- The concept of Abundance describes producing more goods and services than can be consumed.
Major Advertising Regulator
- The Federal Trade Commission oversees advertising regulation, ensuring competitive and fair marketing processes.
Ethical Advertising
- Refers to aligning actions with what advertisers and peers consider morally right.
Local Advertising Spending
- Nearly half of U.S. advertising expenditure goes toward local advertising efforts.
Institutional Advertising
- This type of advertising aims to foster long-term positive perceptions of a business as a whole.
Local vs. National Advertisers
- Customer persona is not a differentiating factor between local and national advertisers.
Agency Responsibilities
- Advertising agencies hold legal, financial, and ethical obligations primarily towards their clients.
Full-Service Agencies
- Agencies that provide comprehensive communication and promotion services are defined as full-service agencies.
Studying That Suits You
Use AI to generate personalized quizzes and flashcards to suit your learning preferences.
Description
Test your knowledge of the key components and definitions of advertising with these flashcards covering Chapters 1-9. This quiz will help solidify your understanding of the fundamental principles that define advertising communication and its functions. Perfect for students in advertising courses!
