JAMS 214EXAM 1 STUDY GUIDEJAMS 214: Exam 1 Review SheetFormat: 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 ScienceThese 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, conflationof 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 buythe 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