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Questions and Answers
Advertising is a form of unpaid, personal communication that promotes products.
Advertising is a form of unpaid, personal communication that promotes products.
False
One of the key features of advertising is that it is designed to influence consumer behavior.
One of the key features of advertising is that it is designed to influence consumer behavior.
True
Advertising is only effective when aimed at individual customers directly.
Advertising is only effective when aimed at individual customers directly.
False
One importance of advertising for businesses is to help build brand awareness.
One importance of advertising for businesses is to help build brand awareness.
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Advertising processes involve the interaction between only one party.
Advertising processes involve the interaction between only one party.
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Advertising is considered unimportant in driving economic growth and job support.
Advertising is considered unimportant in driving economic growth and job support.
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Consumers benefit from advertising as it provides information about features and benefits of products.
Consumers benefit from advertising as it provides information about features and benefits of products.
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All advertisements are presented in the same media channels without targeting specific audiences.
All advertisements are presented in the same media channels without targeting specific audiences.
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Digital advertising encompasses traditional media such as television and magazines.
Digital advertising encompasses traditional media such as television and magazines.
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In 2024, the largest share of global media ad spending will be on digital advertising.
In 2024, the largest share of global media ad spending will be on digital advertising.
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Search ads make up 21.8% of the digital advertising spending share.
Search ads make up 21.8% of the digital advertising spending share.
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Print media advertising includes advertisements in digital publications.
Print media advertising includes advertisements in digital publications.
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Emotional appeal is a common technique used in advertising to evoke feelings.
Emotional appeal is a common technique used in advertising to evoke feelings.
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The share of ad spending on out-of-home advertising is larger than print media advertising.
The share of ad spending on out-of-home advertising is larger than print media advertising.
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Programmatic advertising involves automated bidding for digital ad placements.
Programmatic advertising involves automated bidding for digital ad placements.
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Advertising agents began to run advertising solely for entertainment purposes.
Advertising agents began to run advertising solely for entertainment purposes.
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Television advertising is projected to account for 16.3% of global media ad spending in 2024.
Television advertising is projected to account for 16.3% of global media ad spending in 2024.
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Commercial advertising aims to promote a specific organization's products through mass media.
Commercial advertising aims to promote a specific organization's products through mass media.
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Public Service Announcements (PSA) are primarily intended to generate profit for businesses.
Public Service Announcements (PSA) are primarily intended to generate profit for businesses.
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The purpose of PSAs includes educating society and promoting better living standards.
The purpose of PSAs includes educating society and promoting better living standards.
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Advertising during the Japanese Occupation in Malaya saw significant growth.
Advertising during the Japanese Occupation in Malaya saw significant growth.
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Advertising systems and techniques refer to unstructured and random strategies for promoting products.
Advertising systems and techniques refer to unstructured and random strategies for promoting products.
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PSAs are intended to address business-related issues and are funded by commercial organizations.
PSAs are intended to address business-related issues and are funded by commercial organizations.
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Persuasive methods are used in PSAs to influence community behavior towards various issues.
Persuasive methods are used in PSAs to influence community behavior towards various issues.
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The Scarcity Technique encourages quick purchases by creating a sense of urgency with limited-time offers.
The Scarcity Technique encourages quick purchases by creating a sense of urgency with limited-time offers.
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Celebrity endorsements are primarily used to create humorous content in advertisements.
Celebrity endorsements are primarily used to create humorous content in advertisements.
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Market research involves collecting data about target audiences and their preferences.
Market research involves collecting data about target audiences and their preferences.
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The Media Department is responsible for crafting promotional messages.
The Media Department is responsible for crafting promotional messages.
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Real customer testimonials enhance trust and credibility in promotional efforts.
Real customer testimonials enhance trust and credibility in promotional efforts.
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Budget allocation in promotional activities ensures minimal ROI for marketing efforts.
Budget allocation in promotional activities ensures minimal ROI for marketing efforts.
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The Creative Department is led by the Account Executive.
The Creative Department is led by the Account Executive.
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Competitor analysis helps to identify unique promotional strategies for a brand.
Competitor analysis helps to identify unique promotional strategies for a brand.
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The first printed advertisement poster was published in 1472.
The first printed advertisement poster was published in 1472.
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Volney Palmer founded the first advertising agency in Massachusetts in 1704.
Volney Palmer founded the first advertising agency in Massachusetts in 1704.
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The first advertisement in the United States appeared in the Boston Newsletter.
The first advertisement in the United States appeared in the Boston Newsletter.
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Cyrus H.K. Curtis was a pioneer of the Ladies Home Journal magazine in 1948.
Cyrus H.K. Curtis was a pioneer of the Ladies Home Journal magazine in 1948.
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Daily Courant was one of the early newspapers to publish advertisements for personal items.
Daily Courant was one of the early newspapers to publish advertisements for personal items.
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Colour television was first introduced in 1941.
Colour television was first introduced in 1941.
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Malaysia's advertising history is substantially influenced by early British practices.
Malaysia's advertising history is substantially influenced by early British practices.
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Printing by Johannes Gutenberg in 1440 marked the beginning of advertising activities globally.
Printing by Johannes Gutenberg in 1440 marked the beginning of advertising activities globally.
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The key roles in the media frequency department include Media Planner, Media Buyer, and Media Director.
The key roles in the media frequency department include Media Planner, Media Buyer, and Media Director.
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Digital advertising is a concept that has been around since the Industrial Revolution.
Digital advertising is a concept that has been around since the Industrial Revolution.
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Conventional advertising methods are generally cheaper than digital advertising.
Conventional advertising methods are generally cheaper than digital advertising.
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The Research and Monitoring Department is typically composed of in-house research teams only.
The Research and Monitoring Department is typically composed of in-house research teams only.
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Digital advertising allows for instant interaction between consumers and advertisers.
Digital advertising allows for instant interaction between consumers and advertisers.
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Limited market coverage is considered an advantage of digital advertising.
Limited market coverage is considered an advantage of digital advertising.
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Pamphlets and television ads are examples of digital advertising.
Pamphlets and television ads are examples of digital advertising.
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Digital advertising requires a high density of creativity to attract consumers.
Digital advertising requires a high density of creativity to attract consumers.
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Study Notes
Advertising Overview
- Advertising is the activity of paying for media space or time to draw attention to goods or services.
- Advertisers pay for the space or time they receive in a media.
- Advertising clearly indicates it; its purpose is clear to the receiver.
- Advertising involves persuasion, the ability to influence an individual or group to adopt a specific course of action or viewpoint.
Key Features of Advertising
- Paid communication: businesses pay to showcase advertisements.
- Non-personal: advertisements are directed to a broad audience, not specific individuals.
- Promotional: the aim is to influence consumer behavior.
- Targeted: ads are directed to particular segments of the audience.
- Mass media: advertisements are displayed across various media channels, such as TV, social media, and print.
Importance of Advertising
Importance to Businesses
- Increased sales: informing customers and persuading them to purchase products.
- Brand awareness: setting businesses apart in a competitive market.
- New product promotion: leveraging advertisements to promote new products.
Importance to Consumers
- Information provision: educating customers on products' features, prices, and benefits.
- Informed decision-making: allowing comparisons to make informed buying choices.
Importance to Society
- Encourages innovation: drives competition, resulting in better products.
- Economic growth: boosting demand and production, thus creating job opportunities.
Advertising Processes
- Idea creation
- Designing
- Advertising department involvement
- Pitching (tender process)
- Advertisement design
Controversy in Advertising
- H&M's "Coolest Monkey in the Jungle" hoodie (2018): faced backlash for racial insensitivity and harmful stereotypes.
- Gillette's "The Best Men Can Be" campaign (2019): drew mixed reactions, with some critics accusing the company of being politically correct.
- Foodpanda's "Pollywood" video: sparked criticism for cultural appropriation.
Steps in Creating an Advertisement
- Identify the target audience: understanding demographics, interests, and location.
- Set advertising objectives: deciding the campaign's goal (awareness, persuasion, or reminder).
- Create the message: developing attractive and clear content using taglines, visuals, videos and slogans.
- Choose media channels: selecting suitable platforms to display advertisements (traditional or digital).
- Launch the campaign: running the advertisement and monitoring progress.
- Evaluate results: measuring the success of campaigns using data from sales, engagement, and website visits.
International and Malaysia Advertising
- Early history (similar to international and England): focus on newspapers, posters, and sandwich boards.
- Advertising industry growth in tandem with traditional trade.
- Early newspapers (1800-1830): primarily used for government announcements and newspaper owner ads.
- Increased advertising in newspapers (1830-1900): introducing different types and expanding categories .
- Emergence of advertising agencies (1901-1956): Malay and Singaporean advertising company emerge.
- Advertising before independence: focusing on trade and business.
Advertising Public Service Announcement (PSA)
- Non-commercial advertisements controlled by authorities.
- Not intended to sell goods, instead promoting better living.
- Often addresses social issues.
- Examples: protecting the environment, preventing violence, etc.
Advertising Systems
- Traditional: television, radio, print, direct mail.
- Digital: search engine, social media, programmatic.
Advertising Techniques
- Emotional appeal: creating feelings of happiness through ads.
- Celebrity endorsement: utilizing renowned figures.
- Scarcity techniques: encouraging quick purchases.
- Humor & creativity: making ads shareable.
- Testimonial approach: showcasing user experiences.
Methods in Promotion Decisions
- Market research: gathering and analyzing relevant data on audiences.
- Budget allocation: determining resource allocation for advertisements.
- Promotion channels selection: selecting appropriate platforms to reach target audiences.
- Competitor analysis: identifying competitors' strengths and weaknesses.
- Message crafting designing clear and targeted messages.
Case Studies of Successful Brands
- Ridsect, Maggi, McDonald's, and Facebook have all effectively used advertising to expand their respective markets.
Organization Structure of Advertising Agencies
- Departments involved: creative, client service, media, research & monitoring.
- Sub-departments: traffic, production.
Comparison on Conventional and Digital Advertising
- Conventional advertising was created for society needs.
- Digital advertising uses internet or digital elements for attracting consumers.
- Digital advertising is cheaper than conventional advertising and reaches a larger audience.
Advantage and Disadvantages of Digital Advertising
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Accessibility: widely available across locations.
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Interaction: instant interaction with consumers.
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Market coverage: large target market reach.
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Acceptance: easily embedded in current consumer practices.
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Viewability: diverse mediums (images, videos, audios).
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Layout: engaging and entertaining design.
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Technicality: easy update of advertisements.
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Disadvantages: limited message coverage.
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Description
Test your knowledge on the principles of advertising with this quiz. Learn about the importance of consumer behavior, brand awareness, and the evolution of advertising in the digital age. Discover the role of various media channels and the economic impact of advertising.
