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ADV 206 Study Guide for Exam 1.docx

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ADV 206

Study Guide for ADV 206 Section Examination #1 February 12, 2013 The purpose of this exam is to evaluate your grasp of the basic concepts, major points and techniques covered in Chapters 1 through 5 of our text and class presentations/discussions. The test will consist of 32 multiple-choice questions (2 points each), one “match the terms” question (6 points) and five short essays (6 points each). There will also be one extra credit question (5 points). You will answer the multiple choice on a Scantron form. So, bring a #2 pencil (better, bring two) Therefore, consider the following: Case Histories There will be a question on each of the cases at the beginning of each chapter of the text. You should be familiar with each case and know the major points made in each case. The questions may relate to the cases and the subject of the chapter, and they may also ask why a brand was successful or what the case demonstrates or what a key issue was. Chapter 1: Covers advertising fundamentals: what is advertising, its evolution and its basic functions and roles; how the industry is organized and its key players; and how advertising is changing. • You should know: o The basic purposes and roles of advertising  Connect an identified sponsor with buyers (a target audience.)  Provide information about products (goods, services, or ideas.)  Interpret the product features in terms of the customer’s needs and wants.  Roles of advertising: • Transforms a product into a distinctive brand by creating an image and personality. • Social: teaches about new products and their use, can expose social issues. • Economy: Creates cost efficiencies by increasing demand among large groups of people resulting in higher levels of sales and ultimately lower prices. o How advertising, marcom and IMC are defined  Advertising: Is a paid form of persuasive communication that uses mass and interactive media to reach broad audiences.  Marcom: all about the brand  Integrated Marketing Communication: o The common types of advertising  B2B, brand, brand product, direct response, retail, o The key components of advertising  Strategy  Media  Message  Evaluation  Effectiveness o The major players in the advertising industry and their basic functions  Advertiser aka the client or the marketer • Sponsors and pays for the message • Has a marketing team that initiates the advertising • Hires the advertising agency (or functions as one itself  Advertising agency • Creates, produces, and distributes the message • Employs experts who are passionate about their works • Often buys the media  The media • Channels that carry the message – provides access to audience • TV, radio, magazine, online • Provides access to audiences cost efficiently o Suppliers • Concentrate on pages 6 – 9, 11 – 13, 17 - 21 Chapter 2: Covers marketing, how it’s defined, the marketing concept and processes; the role of advertising and marcom in marketing and how they contribute to successful marketing and branding; IMC and its key concepts; and the evolution of brand communications in a changing world. Case History: Wii Wages Campaign in Video Game War Initial Problems- Nintendo’s sales plummeted a lot. Think0 about those people whom the advertising aims to convince to become Wii consumers. Instead of chasing the hardcore male users, Nintendo chose to appeal to an audience who’d been turned off by video games—moms, families, even residents in nursing homes. • You should know o Marketing 101: definitions, concept, key players, types of markets  Marketing is about satisfying consumer needs and wants  Marketing is about value  ATF – market is people or groups of people who have the ability and choice to exchange value (money, time, etc.) for value (something they need or want)  Types of markets • Consumer (personal or household) – consumer advertising • Business-to-business aka industrial (use in doing business or making products) – professional and trade advertising • Institutional (for hospitals, schools, government – benefitting society) – professional and trade advertising • Channel (resellers, intermediaries, retail, distributor – ex. Wegmans) – professional and trade advertising o The stages in the marketing planning process  Research  Objectives  Segment  Positioning  Strategy  Execute  Evaluate o The marketing mix, especially distribution/channel  Product  Placement  Price  Promotion o The key components of brands and branding  Brand – a perception (often imbued with emotion) which results from experiences with and information about a company or line of products  A brand is more than a product; companies make products but sell brands • Concentrate on pages 35 – 37, 39, 48 – 52 Chapter 3: Covers the social impact and implications of advertising and brand communications; the ethical issues and responsibilities we face as communicators, and the regulatory environment for advertising. • You should know: o The debates about advertising’s social role and be familiar with the other ethical issues  Demand creation • Creating demand unjustly • Creating demand that isn’t needed • Principle – if people do not want the products being marketed, they do not buy them • You cant sell a bad product twice  Shaping vs. mirroring • Suggesting good things will happen when you use a specific product • Shape the consumer > mirroring society • Example – Dove’s beauty transformation video  Over-commercialization • Poor taste and offensive advertising • Sex appeals • Diversity and stereotypes  Misleading claims • If you have someone endorsing your product, they must use it. They may be payed to use it, but they must use it. • Puffery – exaggeration  Product-related • “World’s best coffee” – also puffery o Standards, codes and ethical decision-making tools  Professional ethics • AAAA’s creative code o False or misleading statements o Testimonials that do not reflect the real opinion o Price claims that are misleading o Distortion of the true meaning of professional/scientific experts o Offensive to the public • International codes • Ethical decision making tools o TARES  Truthful  Authentic  Respectful  Equity  Social responsibility o How regulation works; the government’s role in advertising; what government agencies affect advertising; regulation’s impact  Regulatory Environment • Government o Laws  Trademark  Copyright  First amendment – commercial free speech o Regulations • Media review o Standards and review departments o Rights to refuse • Industry self-regulation o Professional discipline o Industry review • Public/community review o Better Business Bureau o Consumer groups • Competitive complaints • Concentrate on pages 65 – 68, 71, 78 – 81, 84, 86 Chapter 4: Covers how advertising and marcom works; advertising effects and the problems with traditional effects models; the Facets model and how it works. Case History-Effective Advertising- Ford’s campaign for its new SYNC Technology: Initial Challenges -Ford is known for its tough, dependable trucks, not as a technology leader. -Ford needed to overcome the perception that foreign-made cars were more technologically advanced. -Ford also needed to make the audience aware of its new innovation, which was practically invisible. Campaign Objectives -Sought a campaign targeting the 18-49 year-old Hispanic market that would accomplish 2 objectives: • Generate consumer awareness of SYNC by educating consumers. • Get hand-raisers (those who indicate interest by responding online) to register for sweepstakes and too opt in for future Ford communications. The Campaign’s Big Idea -Centered on the notion that Ford’s SYNC—the ability to control cell phones and MP3 players—was available at the driver’s command. -Audience research showed that members of the Hispanic target market are technologically savvy. -Slogan: “SYNC: At Your Command” captured the heart of the message. Zubi -Ford hired Zubi, a Hispanic agency, to create the campaign. • Zubi identified a spokesperson for SYNC who would be believable—the popular Colombian singer Juanes. • Ford became a major sponsor for Juanes’s World Tour. Every concert featured a SYNC Zone, where people could see SYNC demonstrations and participate in giveaways. What Made This Campaign Successful -This campaign is more than just the standard ‘Let’s sponsor a concert,’ Juanes is very much part of the creative messaging, and a lot of that is going to live online because that’s where the consumer is going. -Advertising lesson: A fit between a spokesperson and the target audience can generate awareness and create synergy. How Does Marketing Communication Work? The Communications Models SMCR Model (Mass Communication) Source/SenderMessage (coded) ChannelMessage (decoded)Receiver (target audience.)  • Feedback: Is obtained by monitoring the response of the receiver to the message. • Noise: The entire process is complicated by noise—things that interrupt the sending and receiving of the message (such as bad connection or words with unclear meanings.) Advertising Communication Model (Mass Communication) -External Noise: Which hinders the consumer’s reception of the message, includes technical and socioeconomic trends that affect the reception of the message. • Ex: The economic downturn, health tends (often harm the reception of fast-food messages, problems with the brand’s marketing mix. • Can also be related to the advertising media: o Clutter: which is the multitude of messages all competing to get the consumer’s attention. (For ex all the ads in a magazine, commercials on tv.) -Internal Noise: Includes personal factors that affect the reception of an advertisement, such as the receiver’s needs, language skills, purchase history, and information-processing abilities. • Too tired to listen, attention focused elsewhere. • Cluster can also create internal noise, because competing brand messages can create doubt or confusion for the consumer. -The end point of the communication process is the receiver, the consumers who make up the audience. How the consumer responds to the message determines the effectiveness of the advertising. IMC: Interactive Communication Model -Two-way communication. The source and receiver change positions as the message bounces back and forth between them (for ex the source becomes the listener and receiver becomes the sender.) • People contact companies through the Web or by phone, and are talking to one another in a circle of comments about products and brands. In the IMC model, feedback occurs in a real-time environment of ongoing communication. -Buzz marketing is a marketing communication strategy that is even moving beyond two-way communication (social marketing- multiple conversations occurring in the network.) -IMC helps create long-term customer relationships with a brand. The growth of permission marketing, a practice that invites consumers to sign up for messages or self-select themselves into a brand’s target market, mirrors the shift from one-way to two-way communication. It’s a way to build a respectful relationship with a customer. Traditional Effects Approaches AIDA aka The Hierarchy of Effects Model -AttentionInterestDesireAction. Think/Feel/Do aka FCB Model -The idea is that advertising motivates people to think about the message, feel something about the brand, and then do something, such as try it or buy it. Domains -The idea that messages have an impact on consumer responses, not in steps, but simultaneously. The 3 key effects, or domains, identified in this approach are (1) perception, (2) learning, and (3) persuasion. • Aka a message can engage consumer’s perceptions (attention, interest), educate them (think, learn), and persuade them (change attitude and behavior) all at the same time. The Facets Model of Effects (Brand Transformation/Brand Linkage) Effective Advertising Creates 6 Types of Consumer Responses 1. See/hear a. Perception facet.
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