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Questions and Answers
What is one primary function of advertising?
What is one primary function of advertising?
Which of the following is NOT a classification of advertising by purpose?
Which of the following is NOT a classification of advertising by purpose?
In the context of advertising in the digital age, which technology is commonly used for targeting audiences?
In the context of advertising in the digital age, which technology is commonly used for targeting audiences?
Which component of the advertising industry acts as the primary connection between the agency and the client?
Which component of the advertising industry acts as the primary connection between the agency and the client?
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What type of advertising focuses on reaching individual consumers rather than businesses?
What type of advertising focuses on reaching individual consumers rather than businesses?
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Which of the following is a common job in advertising agencies related to understanding consumer behavior?
Which of the following is a common job in advertising agencies related to understanding consumer behavior?
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What does user-generated content in advertising refer to?
What does user-generated content in advertising refer to?
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Which of the following best describes the economic function of advertising?
Which of the following best describes the economic function of advertising?
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Study Notes
Defining Advertising
- Advertising is a non-personal presentation of products, services, or ideas paid for by an identified sponsor.
- It aims to positively affect behaviors by promoting products, ideas, political candidates, or lifestyles.
Functions of Advertising
- Marketing: Drives sales of products and services.
- Educational: Introduces new or improved products.
- Economic: Encourages competition, enhances product quality, and lowers costs.
- Mass Reach: Reduces distribution costs.
- Social: Reflects and enhances cultural and material opportunities.
Types of Advertising
- Target Audience: Consumer (directed at general public) vs. business-to-business.
- Geographic Focus: International, national, or local.
- Purpose: Product/service-focused, image enhancement, or opinion influencing.
- Demand: Primary (creating demand for a category) vs. Selective (encouraging selection of a particular brand).
- Action: Direct action (immediate response) vs. indirect action (long-term impact).
Advertising in the Digital Age
- Audience Control: DVRs, ad-blockers limit ad visibility.
- New Channels: Blogs (influencers), podcasts, social media, mobile apps.
- User-Generated Content: Public-created ads (e.g., Doritos contests).
- Technologies: Behavioral targeting, cookies, geolocation apps (e.g., Starbucks).
Organization of the Consumer Advertising Industry
- Components: Advertisers, agencies, and media.
- Advertisers: From small businesses to large corporations (e.g., Coca-Cola).
- Agencies: Full-service, media buying services, creative boutiques.
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Media: Channels for advertising placement.
- Print: Classifieds, display ads.
- Electronic: TV/radio commercials, product placement.
- Outdoor: Billboards, public transportation.
- Digital: Emails, banner ads, pop-ups.
Jobs in Advertising Agencies
- Market Research: Assesses product potential, sales locations, and target customers.
- Media Selection (Buying): Determines optimal advertising placements.
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Creative Activities: Develops effective campaigns.
- Writing copy (TV, radio, print).
- Designing graphics.
- Producing commercials.
- Ensuring ad placements meet schedules.
- Account Management: Bridges agency and client, manages campaigns.
- Administration: Manages agency operations (e.g., payments).
- Public Relations: Optional service supplementing PR departments.
Economics of Advertising
- Shifting Compensation: Moving from 15% commissions to performance-based models.
Branding
- Branding: Creates distinctive identities in competitive markets.
- Elements: Slogans, logos, consistent exposure.
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Description
This quiz explores the fundamental principles of advertising, including its definitions and the diverse functions it serves in marketing. It highlights various advertising types differentiated by audience, purpose, and style. Test your knowledge on how advertising shapes consumer behavior and market dynamics.
