SourceMessageReceiversMedia ClassesPrintElectronicDigital InteractiveDirect MailOut of HomeMarketdefinition of target audiencesStylesTypePurposePrinciples of Advertising Final Exam Study GuideChapter 1-Advertising Todaymarketing: strategic elements over which the marketer has control• Product-categories of goods or services• Price-strategies for competitive pricing• Place-distribution and geography• Promotion-communication channelsthe 4 core Ps impact a company and its brand’s position5th P-Position-strategic decision that sets a brand apart from competing brandsIntegrated Marketing Communications: marketing process that ensures all forms of communications and messages are carefully linked together- IMC surrounds the target audience through a variety of relevant touch points to move them through the purchase funnel- IMC should communication the ONE MAIN IDEA (which is the most important part of a brief)- one voice, one look, one brand experience=coordinated messages- addresses the ever-changing dynamics of a consumer’s mindset- collateral materials, personal selling, public relations, sales promotion, product advertisingadvertising: structured, composed, non-personal communication• directed to groups (not individuals)• usually paid for• usually persuasive• about brands, products, ideas or services• identified sponsors• transmitted through various mediatarget markets: a segment of a population marketing is targeted to-all 4 p’sStern Communications ModelSource Message Receiverssponsor autobiography implied consumersauthor narrative sponsorial consumerspersona drama actual consumersactual consumers give feedback to sponsorsAdvertising is used as a marketing tool-Awareness, remind, comprehension, engagement/top-of-the-mind awareness, persuasion, action (purchase, trial, “call now”), change perceptionsPrinciples of Advertising Final Exam Study GuideChapter 2-Evolution of AdvertisingKey Advertising Milestones1. Preindustrial (pre 1800)a. Chinese invented paper in 150 BCEb. printing press in the 1440s by Gutenbergi. most important development in the history of advertising1. changed the way people lives, communicated and worked2. documentation of history (instead of WOM)3. dissemination of newsii. new advertising vehicles: posters signs flyers newspapers (mass), drove literacyc. 1704 first advertising in USA in Bostond. ben franklin first to use illustration and large print in advertising2. Industrial (mid 1800-mid 1900)a. producers needed mass consumption to match mass productioni. transportation breakthroughs facilitates distributionii. increased need for mass marketing techniquesb. drove increases in productions because there was more “stuff” to selli. drove the need for mass awareness and ways to inform peoplec. radio 1920s and TV 1940s allowed people to hear and see vs. readi. brands established imagery and emotion while celebrities became spokespeopleii. brand development became criticaliii. Immediacy3. Golden Age (mid 1900-1980)a. Pepsi Examples:i. Pepsi 1960s-product focus and improvement of quality of lifeii. Pepsi Refresh-more brand evolutionb. The Product Positioning Erai. product differentiationii. market segmentationiii. positioning-strategic decision that sets a brand apart from competing brands4. Postindustrial (1980-present)a. traditional products ages and competition grewb. growing affluence and sophistication of the publici. led by baby boomer generationii. concerned with quality of lifec. evolution of technologyi. changed consumer behaviorii. not just about traditional advertising anymored. environmental sensitivityi. energy star productsii. B2B Example: Truseal (green)- environmentally friendly windows5. Global Interactive Age (21st century)a. the world of digital and social mediab. not just mass media anymorei. agencies and companies need to adaptPrinciples of Advertising Final Exam Study Guideii. facebook!!c. new relationships with consumersd. new way of looking at media: paid, earned, ownede. effect of IMCi. Wheat Thins-integration of twitterdemarketing: producers of energy and energy-consuming goods used advertising to slow the demand for their products (part of the postindustrial age 1980s-->)Economic functions of advertisingimproving the standard of livingchoosing a product that most suits youstimulates salesfoster growth and understanding of important social issuesproblems with honesty and ethicPrinciples of Advertising Final Exam Study GuideChapter 3-Advertising and SocietyAbundance Principle-in an economy that produces more goods and services than can be consumed, advertising keeps consumers informed about alternatives (complete information) and allows companies to compete more effectively (self-interest)help stimulate innovation and new productsSubliminal Advertising: the notion that advertisers embed dirty words and suggestive shapes into the graphics and illustrations in ads to improve viewer response--> debunked--> still a common argumentpuffery: exaggerated, subjective claims that cannot be proved true or falseex: ”best movie of the summer”Principles of Advertising Final Exam Study GuideChapter 4-Advertising as a Business4 Groups that Make up the Advertising Industry1. Advertisers: (client) companies that sponsor advertising for themselves and their products2. Agencies: Plan, create client’s ad campaigns and promotional materials3. Suppliers: assist the agencies with specific roles and duties involved in advertisingex: photographers, video editing, illustrators, etc.4. Media: sell time and space for advertising to the agencies and clientsex: TV networks, publicationsLocal, Regional and National AdvertisersLocal: directed to customers in the same geographic area, typically using advertising to communicate prices, sales, or locationex: franchisees and dealers, chain retailers, independent businesses, government and nonprofitsRegional: one or several states, marketing exclusively to that regionex: state lotteries, banks, grocery store chainsNational: several regions or entire countryex: Verizon, proctor & gamble, nestleClient-Side Roles: Client-business that sponsors and buys advertising for their own brands and products1. Research2. Sales3. Business Management/Ownership4. Accounting-make sure everything is getting paid and invoices are paid5. Production/Supply Chain6. Brand Management-primary client contact for agenciesa. division managerb. brand manager-works with brand associates7. In-house Creative