JAMS 214 EXAM 1 STUDY GUIDE JAMS 214 Exam 1 Review Sheet Format 20 multiple choice 10 matching definitions 3 short answer out of 4 Bold options are essay questions Jobs Roles in ad agencies Creative to make the ads Account managers to keep clients happy Media buyers to place the ads Differences between Advertising Public Relations Integrated Marketing Communication Branding Positioning Marketing Advertising is part of marketing Marketing is how you bring a product to market Public relations are efforts to create a favorable opinion by the public for a company not a specific product Ex Damage control and the BP spill IMC take advertising and PR and blend together Sponsorship of events Integrates advertising and products and positive brand company image ex Dawn and the oil spills Psychological vs cultural models of ad effects Psychological model of ad effects immediately buying product Instant sale Cultural model of ad effects tap into peoples emotions to buy and associate consumers values to produce effects Long term identification 3 societal changes in Industrial Revolution that led to changes in advertising move to cities railroads advances in printing Signage and posters showed what was for sale Then move to cities Having a ton of people in a concentrated area Railroads move product a much faster scale NY to Florida Better printing actually able to put out colorful and better ads at a larger rate Art vs Science debate Art Catches attention Makes it look good Makes ads look cook Science These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute USP Details about product and why its better than others What good about the product Early strategies evil substitute reason why confidante Evil substitute competitions products are wrong buy ours Reason why reasons to buy our product it rocks Foot in the door You re doing something wrong and here s how you fix it Confident tries to be your friend the other competitors are wrong and no one is telling you the right thing so buy from us Tactics of Committee on Public Information All ads of WWI propaganda patriotism war bonds ration things due your public duty Then advertisers use tactics to sell their producer Move from sponsorship to spot ads 50 s television spot ad is clear break in between show content and advertisements Gain more control and more Creative Revolution Art Copy documentary 60 s Bill Bunbach ads are too dull and we need to change them Wanted to try and be funny and clever No formula to advertising Youth culture is stressed Embarrassed counterculture of 6 s Sexual tones in nature and ads Rebellious themes to ads See movie sheet Societal changes after WWI impact advertising leisure time convenience obsolescence conflation of consumption and citizenship 1938 fair standards labor act The act as well as WWII ending caused a increase in leisure time rise of convenience with technology and obsolescence Obsolescence things break buy a new one Ex IPhone generations We don t need new ones but we want one so we go out and buy the newest coolest product Segmenting consumers identity politics To be a citizen you must consume being an activist is tied to your citizenship politics and consumption Want to speak against something Boycott it Want to promote something Go out and buy something for it Everything was tied to the American cause Narrowcasting Micro targeting Data mining Segment and narrowcast give a very specific message to each individual identity Ex The door to door voter campaigning that would send personal messages based on male female age etc Niche market and giving the candidates exactly what they want to hear Data mining and info synced together to allow for narrowcasting and micro targets Brand essence Tying company values to the consumer The consumer identifies with the brand so they continue to buy from them Marlboro Friday Early nineties the most identifiable company that used brand imaging in order to sell their product decided to take a price cut and become a value brand This put everyone into a scare that the entire consumer brand essence identity would disappear as a whole In reality it did nothing The brands that cut prices saw a dip while after the scare the brands who decided to stay with their image had a solid foundation and following 4 types of branding Mind share branding Associate branding with a certain set of benefits image and behaviors USP Ex Dove moisturizing soap better than basic because it maintains ideal sense of beauty Emotional branding correlating key emotions to the brand Ex Starbucks coffee experience with lush chairs jazz warmth security Viral branding creating buzz that spreads Word of mouth Social media Ex Doritos ad concept contest for the public to be aired on super bowl Cultural or lifestyle branding iconic brands that symbolize the culture at large Ex Nike and sports Harley Davidson and motorcycles Nike Lifestyle Branding brands as culture sociocultural impact Nike started investing more in brand identity with celebrity athlete spokespeople in the 90 s Not a product but rather a set of values an attitude a way of life Ties the meaning of goods to broader notions of identity and how we live our lives Mythic branding Relies on myth of particular brands by market Myths give rise to different cultural productions Across media TV shows music and movies Ex Budweiser and pepsi ads show an gangster or anti authoritative culture Types of campaign ads Swiftboat ads Super PACs Argument explain the ideology position of the candidate all about policy Attack attacking ideology of opponent I ll do it better Name identification introduces who they are Swift boat ads Kerry vs Bush Kerry is a veteran and boasted about it The republican backer of ads saying Kerry was over hyped on his veteran status and didn t deserve all of his medals Other veterans that fought along side him came forward to say this Can t put ads out a certain amount of days before election Super PACs since money is a form of speech it is allowed to support corporations and their backing of candidates Corporation rich elite funnel money through super PACs to support corporations citizens united ruling said that corporations are not people but their money is a form of free speech that can be used to back candidates Political ad regulations equal time reasonable access etc If a tv station shows one candidate they need to allow equal time on