[ADV 3008] - Midterm Exam Guide - Everything you need to know! (21 pages long)

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ADV 3008
MIDTERM EXAM
STUDY GUIDE
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ADV3008 Lecture 1
I. Advertising Defined
a. Structured, composed, non-personal communication
b. Paid for a persuasive in nature
c. About products by identified sponsors, through media
II. Communication
III. Advertising vs Publicity
a. Advertising is filtered
b. Publicity is raw
IV. A closer look
a. About products
i. Ex: brands (Ford, Microsoft)
ii. Unbranded commodities
1. Ex: Got Milk campaign
a. Milk is not a brand, but celebrities encourage it through the
campaign
b. Dairy farmers pay for people to drink milk
c. In general if everyone drinks more, everyone benefits
iii. Services
1. Ex: Progressive
a. A promise that they will provide that service
b. Tricky to advertise because it is abstract
c. Uses Flo as a human persona to personify Progressive
iv. Ideas
1. Politics
a. There is a definitive time (winner and loser clear)
b. Attack ads
v. Competitive Products
1. Mac vs Microsoft
b. Mediated
i. Advertising is carried to an audience through a MEDIUM (tv, radio etc)
1. These channels typically cost money
ii. Personal selling is direct, typically interactive
c. Identified Source
i. Sponsor is usually very clear
1. If not, it has failed
2. Political campaigns force candidates to take responsibility for attacks
ii. In tv shows
1. Brands pay for product placement
a. It is active and visible because it is during the show NOT during
commercial breaks in which people would tune out
b. Product placement must be positive and not mocked
d. Designed to persuade
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i. Ads are ot uiased
1. It is propaganda (one side of the story)
2. Education is biased as well
a. Shades of differences
b. Does’t ea they’re lyig
ii. They present a viewpoint that is favorable to the source
e. Receiver should take action
i. Later when he/she is shopping (awareness advertising)
1. Ex: car dealership commercials
2. Planting a seed
a. If you’re thikig aout uyig a ar, keep us i id:
ii. Or right now (action advertising)
1. Bowflex commercials
V. What is IMC?
a. Integrated Marketing Communication
i. Capitalizing on the multichannel life to create a competitive advantage
ii. Ads about brand info distributed in diff ways
b. Ex: Apple Retail Stores
i. Successful despite past fails of other brands
c. Sales per square foot
i. To measure the success of a retail store
ii. Apple is the highest sales by square foot
1. Because Steve Jobs was all about experience
d. Purpose
i. Every part of the marketing must have same identity
ii. Do whatever they can to maintain consistent identity
iii. Apple
1. Blaming of sweatshops in China
a. Sent journalists to China proven wrong
b. Very important to maintain image
e. WHY?
i. In the past, advertising was more centralized and focused because of fewer
distributions (one TV owned in 1950)
1. But now, it is very dispersed and the focus of people is more varied
ii. The people are in power rads do’t get to otrol the essage ayore
1. People review and manipulate
iii. Aflac duck
1. Simple duck is well known
iv. Apple
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