ADV 199 Study Guide - Midterm Guide: Product Placement, Advertising Age, Ikea
19 Nov 2013
School
Department
Course
Professor
Document Summary
Dana hilgers: history of advertising< (main campaigns) Study guide for adv199 quiz number one: gutenberg press- printing press. Invented by gutenberg in 1439: early advertising- word of mouth. Tagline: personality- brand is like a person (cars are sexy. Mac vs pc: values- what does it stand for? (social media, ceo view. Vs competitors: heritage- how long its been around. Packaging, quality: price- compare to competitors, make profit, sale, promotion- advertising, place- national vs local. Largest standard time slot: 30 second- most common, workhorse , 15 second- teaser. Not as common: 10 second tag- last 10 sec of a 60/30 used for new product, 5 second- 3 5second commercials. Late fringe 1030-1a- letterman, leno, kimmel, fallon: combined fringe (combo of early/late fringe) xi. Typically a placement within general news section: does not include inserts supplements or coupons. Local appeal; targeted audiences; low cost; high frequency; close to point-of- purchase; flexible messages.
