TEL 340 1nd EditionExam # 1 Study Guide Lectures: 1 - 6Lecture 1 (January 14th)What is advertising? What is an advertising campaign? Advertising is information, designed to inform or persuade about a product. An advertising campaign is a series of coordinated tactics that communicates a message about a productWhat are the four audience categories? Which is the biggest? Which is the most specialized?The four categories are household consumers, business, professions and government. Household consumers are the biggest category and professions are the most specialized. Lecture 2 (January 15th) What are the 6 major trends in the advertising industry? Media fragmentation, clutter, new retail channels, increase in budgets, computer usage and migration of advertising dollars away from traditional media toward alternative advertising mediaWhat is an agent? A person who is authorized to act in place of anotherWhat is an advertising agency? An advertising agency is an independent organization that provides creative and business services to clients. They deal with the planning, preparing and placing of advertisements. What are the advantages and disadvantages of in house agencies? Advantages- More coordination of the message. More control over campaign, undivided attention of agency, cheaperDisadvantages- 1 client=too subjective, 1 client=too isolated/cautious What are the different types of advertising agencies? Full service agencies, creative boutiques, media buying services, interactive agencies and in-house.Lecture 3 (January 16th) What did the industrial revolution have to do with advertising? During this time, trains and post offices were located right by each other. Because of this, it was easy for them to communicate with each other and it was easier to send products. What happened in the 1930’s in regards to advertising?They advertised with lower prices, low prices were in big fonts. Lecture 4 (January 21st)What are common traits of creative individuals? Self-confidence, alertness, unconventionality, hardworking, obsessively committed to lifes work,awkward social lifeHow do you measure creativity?Public acceptance, critical acclaim and business effectiveness. What are the 2 kinds of business creativity? Adaptive- working within existing boundaries to solve problems.Innnovative- Creating new elements to solve problems Lecture 5 (January 22nd)What is consumer behavior? Those activities involved in buying/consuming/disposing of products including the decision processes that precede and follow these actions. What is the decision making process as a consumer?1) Need recognition, 2) Information search and alternative evaluation, 3) Purchase, 4) Post-purchaseWhat are the functional and emotional benefits in regards to the consumer decision-making process?The functional benefits are objective, measurable, quantifiable, durability. The emotional benefits are subjective and hard to measure such as price and status. What are the four modes of consumer decision-making?Extended problem solving-low experience, high involvement. Limited problem solving-low experience, low involvement. Habit or variety seeking-high experience, low involvement. Brand loyalty- High experience, high involvement Lecture 6 (January 23rd)What is advertising and marketing research?Advertising and marketing research is the gathering and interpretation of all pertinent market information. How does research benefit the marketing process? It helps evaluate which segments of the market to target. It helps the creative team design ads. It helps decide when to start and stop campaigns and it helps evaluate performance of the agency. What are the criteria to evaluate research? Reliability, validity, trustworthiness and meaningfulness. What is recall and aided recall? Recall- If you can remember the product, just being askedAided recall= Helped with a hint or a reminder and then you