Advertising Media Overview
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Questions and Answers

What technique exploits the desire of people to join the winning side in advertising?

  • Bandwagon (correct)
  • Subliminal Messaging
  • Card Stacking
  • Hidden Fears

    • Which of the following is NOT considered a category of advertising for products?

  • Forbidden
  • Limited
  • With Recommendations
  • Recommended (correct)

    • Which advertising technique is characterized by the clever use of words and visuals?

  • Human-Interest
  • Wit and Humor (correct)
  • Side-by-side Comparison
  • Glittering Generalities

    • What aspect must an advertising message be truthful about according to regulations?

    <p>Product composition</p> Signup and view all the answers

    Which of the following represents an advertising technique that stresses positive qualities while ignoring negatives?

    <p>Card Stacking</p> Signup and view all the answers

    Which regulatory aspect governs the promotional message contents?

    <p>Promotional message contents</p> Signup and view all the answers

    Which advertising technique involves comparing the product with its competition?

    <p>Side-by-side Comparison</p> Signup and view all the answers

    What is the primary focus of Hidden Fears in advertising?

    <p>Addressing potential future dangers</p> Signup and view all the answers

    What do gross rating points (GRPs) measure in an advertising campaign?

    <p>Number of audience points accumulated</p> Signup and view all the answers

    Which of the following is NOT a requirement for an effective advertising message?

    <p>Message complexity</p> Signup and view all the answers

    What is the role of the Unique Selling Proposition (USP) in advertising?

    <p>To motivate product purchase with key elements</p> Signup and view all the answers

    Which stage involves assigning tasks to specialists such as text and illustration for an advertising campaign?

    <p>Advertising creation itself</p> Signup and view all the answers

    Which condition must be satisfied during the advertising message creation process?

    <p>Ad message creation follows finalized strategy</p> Signup and view all the answers

    What does 'advertising uniformity' refer to?

    <p>Targeting a typical consumer in a chosen category</p> Signup and view all the answers

    What is a notable advantage of using daily press for advertising?

    <p>Daily frequency</p> Signup and view all the answers

    What is an essential feature of the practical requirements for an advertising message?

    <p>Underscoring features and usefulness</p> Signup and view all the answers

    What is the first step in the general advertising creative activity?

    <p>Presentation of an advertising campaign order</p> Signup and view all the answers

    Which of the following is a disadvantage of utilizing periodical press for advertisements?

    <p>Low selectivity</p> Signup and view all the answers

    What advantage does radio have in comparison to other advertising media?

    <p>High flexibility</p> Signup and view all the answers

    What is a key feature of TV as an advertising medium?

    <p>Audio-visual and motion combination</p> Signup and view all the answers

    Which factor does NOT influence the selection criteria for advertising media?

    <p>Popularity of the media</p> Signup and view all the answers

    What is one disadvantage of using cinema for advertising?

    <p>Short message duration</p> Signup and view all the answers

    Which is a specific consideration for choosing radio as an advertising medium?

    <p>The wording of the advertising message</p> Signup and view all the answers

    What is a common disadvantage of TV advertisements?

    <p>High costs and little flexibility</p> Signup and view all the answers

    What is an example of intertextuality in advertising?

    <p>Inserting promotional words within a popular text</p> Signup and view all the answers

    Which of the following is NOT a requirement for constructing effective advertising graphics?

    <p>Use of high-quality audio</p> Signup and view all the answers

    What is the role of an Advertising Editor in the Creative Department?

    <p>To build the advertising text</p> Signup and view all the answers

    What is the primary purpose of distinctive signs in branding?

    <p>To individualize a product or service from competitors</p> Signup and view all the answers

    What characteristic of sales promotion indicates its temporary nature?

    <p>Short-term incentives</p> Signup and view all the answers

    Which of the following correctly defines Brand Value?

    <p>The amount a consumer is willing to pay extra for a brand name</p> Signup and view all the answers

    In advertising graphics, what does the use of background color signify?

    <p>Mood setting based on cultural meanings</p> Signup and view all the answers

    Which element of a brand can be defined as a graphic representation that cannot be read?

    <p>Visual brand symbol</p> Signup and view all the answers

    Why has there been rapid growth in the sales promotion sector?

    <p>Greater pressure on product managers for sales</p> Signup and view all the answers

    What was significant about the laws established in 1857 in France regarding branding?

    <p>They marked the beginning of trademark protection laws</p> Signup and view all the answers

    Which language function is most relevant in emotional advertising messages?

    <p>Emotional function</p> Signup and view all the answers

    Which type of brand is typically named after the business owner?

    <p>Patronymic brand</p> Signup and view all the answers

    Which factor is crucial for ensuring visual clarity in advertising graphics?

    <p>Effective use of white space</p> Signup and view all the answers

    In brand building, what do letters and numbers, such as 'AMA', represent?

    <p>A combination of unique identifiers</p> Signup and view all the answers

    What is the primary function of a registered trademark?

    <p>To provide exclusive rights of ownership</p> Signup and view all the answers

    What aspect is primarily characterized by mental representations in branding?

    <p>Image value</p> Signup and view all the answers

    Study Notes

    Advertising Media

    • Daily Press:
      • Advantages:
        • Daily frequency
        • Wide coverage
        • Low price
        • Flexibility in placement
      • Disadvantages:
        • Low selectivity
        • Poor print quality
        • Black and white only
        • Short shelf life
    • Periodical Press:
      • Advantages:
        • High selectivity
        • Good print quality
        • Uses colors
      • Disadvantages:
        • Low flexibility
        • Higher price
    • Radio:
      • Advantages:
        • Second highest number of messages sent
        • High flexibility
        • High selectivity
        • Found everywhere
        • Reasonable price
      • Disadvantages:
        • Only broadcasts sound
    • TV:
      • Advantages:
        • Unique combination of audio, visual, and motion
      • Disadvantages:
        • Low flexibility
        • High selectivity
        • High price
    • Cinema
      • Broadcasts short films and documentaries (5 to 30 minutes)

    Criteria for Selecting Advertising Media

    • General Criteria:

      • Availability:
        • Regulations and costs
      • Coverage:
        • Receivers or publications per 1000 inhabitants
      • Target Group Coverage:
        • Reach of the target audience
      • Cost of Transmission:
        • Average US cost is $180,000 for a 30-second ad
      • Nationality:
        • Origin of the media

    • Specific Media Selection Criteria:

      • Press:
        • Frequency of the newspaper
        • Time of publication (morning, noon, evening)
        • Socio-professional categories targeted
        • Print run
        • Price of publication
        • Print quality
      • Radio:
        • Frequency (wavelength)
        • Advertising message wording
        • Message characteristics (actors, personalities)
        • Recording mode
        • Time of broadcast
        • Adjacent programs
        • Cost of one broadcast
      • TV:
        • Image of the company owning the station
        • Moments of message transmission (can create luxurious and glamorous feelings)

    Advertising Techniques

    • Wit and Humor:
      • Clever use of words and visuals to attract the audience
    • Simple Solutions:
      • Promotes the product as a solution to problems
    • Bandwagon:
      • Exploits the desire to join the crowd or the winning side
    • Card Stacking:
      • Emphasizes positive qualities, ignores negatives
    • Glittering Generalities:
      • Uses appealing words and images to suggest life-changing benefits
    • Side-by-side Comparison:
      • Compares product to competition
    • Human-Interest:
      • Places product at the center of a story, using fictional characters
    • Hidden Fears:
      • Presents product as a solution to problems or future fears

    Domestic and International Advertising Regulations

    • Truthful Messaging:
      • Product composition
      • Mode of production
      • Origin of the product
      • Main utilities of the product
      • Total price
    • Regulations for:
      • Products
      • Promotional message contents
      • Advertising techniques
      • Promotional message length
      • Number of interruptions within broadcasts
      • Costs
      • Foreign equity participation
      • Using words and personal pictures in advertising
    • Product Advertising Categories:
      • Forbidden:
        • Weapons
        • Drugs
      • Limited:
        • Tobacco
        • Alcohol
        • Personal hygiene products
      • With Recommendations:
        • Pharmaceuticals

    Planning an Advertising Campaign

    • Elements of a Campaign:
      • Steps
      • Resource allocation
      • Personnel
      • Monitoring and control
    • Key Metrics:
      • GRP (Gross Rating Points):
        • Accumulated audience points from a campaign
        • Target group specific
        • Can exceed 100%
      • Contacts:
        • Number of people reached by at least one media vehicle

    The Creative Process

    • Importance:
      • Determines the success of an advertising campaign
      • Depends on the content of the ad text, illustration quality, soundtrack, background blend, and harmony of the message elements
    • Conditions for an Effective Message:
      • Advertising message created after finalizing the advertising campaign strategy
      • Objective:
        • Provide motivations for buying the product, not just announce its existence
      • Campaign should contain a single message

    Creative Process Principles

    • Selecting the Argument:
      • Choosing key elements to motivate purchase
        • This includes the Unique Selling Proposition, which is a key feature, important utility, or something related to the buyer's status, elegance, desire to be first, or ease of use
    • Convergence of Means:
      • Selecting and combining instruments to highlight key elements
    • Advertising Uniformity:
      • Targeting a typical consumer within the chosen category

    Creative Process Requirements

    • Message Simplicity:
      • Simple words, easy to understand
    • Message Clarity:
      • Legibility, quality graphics
    • Suggestive Character:
      • Ability to draw attention
    • Intelligent Messaging:
      • Convey the message in a clever way
    • Practicality:
      • Highlight features and usefulness
    • Operational Character:
      • Call to action

    Stages of The Creative Process

    • General Advertising Creative Activity:
      • Flow of all actions
    • Advertising Creation Itself:
      • Choosing the psychological axis (main idea)
      • Establishing a communication concept (elaborating the idea)
      • Using intertextuality
        • Inserting promotional words within a well-known text
        • Genre: recipes, horoscopes
      • Substitution in stereotypical forms
      • Using language functions
        • Information function
        • Emotional function

    Advertising Graphics

    • Envisages the part of a message that isn't read or heard
    • Includes typeface, drawings, engravings, pictures, images, color, etc.
    • Requirements:
      • Unity - arrangement of graphic components to form a whole
      • Harmony - compatibility
      • Succession - understanding the assembly by reading from the upper left corner to the bottom right
      • Highlights - emphasizing graphic elements
      • The use of colors - creating a specific mood
      • Use of white space - avoids the impression of emptiness
      • Use of background and shape colors
      • Use of colors according to their significance (tradition, customs, religious beliefs) based on gender and age

    Creative Department Structure and Responsibilities

    • Advertising Editor:
      • Builds text
      • Philologist, humanities graduate
    • Creative Director:
      • Illustrator, Creative Arts Director
      • Arts, designer, screenwriter, etc.
    • Film Producer:
      • Engineer
      • Arranges all sequences of the ad in the illustrated scenario

    Sales Promotion

    • Definition: Mass communication technique offering short-term incentives to encourage purchase
    • Reasons for Growth:
      • Product managers facing pressure to increase sales
      • Increased competition
      • Declining advertising efficiency
      • Deal-oriented consumers
    • Characteristics:
      • Related to a product or group of products
      • Specific economic/material advantages
      • Direct and immediate
      • Temporary
      • Promoter can be any natural or legal person
      • Beneficiary can be any natural or legal person
      • A set of distinctive signs to individualize a product from competitors

    Brand Building

    • Important Role of:
      • Image of products, services, and companies
      • Brand image
      • Image value
    • Definition of Image:
      • Attribute of psychosocial life based on mental representations of a product, service, or company
    • Brand Image:
      • Mental representation of a product, service, or company combined with individual values and beliefs
    • Brand Value:
      • Amount an individual is willing to pay extra for a branded product compared to an identical unbranded product
    • Brand Elements:
      • Brand name - verbal expression of the brand
      • Visual brand symbol - a graphic element
      • Registered trademark - filed with state office for inventions and trademarks
      • Copyright - owner's right to reproduce a literary, artistic, or musical piece
    • Brand History:
      • Use of trademarks gains importance in the Middle Ages with the advent of corporate craftsmen
    • Laws:
      • 1857 France - first law of protection of trademarks
      • 1998 - Protection of trademarks and geographical insignia in Romania

    First Brands:

    • Patronymic brand - bears the name of the employer or owner
    • Brands distinguish and describe the product
    • Symbolic brands with similar characteristics to the aspirations of their buyers

    Hallmarks in Brand Building:

    • Letters and numbers
    • Words and their combinations

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    Description

    This quiz covers the advantages and disadvantages of various advertising media, including daily and periodical press, radio, and television. Test your knowledge on how these platforms perform in terms of selectivity, coverage, and cost-effectiveness.

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