[ADV 305] - Midterm Exam Guide - Everything you need to know! (26 pages long)

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7 Feb 2017
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UT-Austin
ADV 305
MIDTERM EXAM
STUDY GUIDE
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ADV 305 Intro to Advertising 1.1
Communication
Transmitting, receiving, and processing info
Key role in any advertising program
Involves
o Key things
Sender
Message encoding
Creating add
Encoding: compiling what you want to say into a transmission
device
Transmission device
ad itself
examples:
o print ad
o TV ad
o tweet, blog, social media ad
Message decoding
reading/viewing ad
Receiver pulls out the information
o Examples:
Reading, watching, etc.
Receiver
person who sees ad
Feedback
Positive/negative review
Process
o It’s a loop
Sender encodingtransmission
devicedecodingreceiverfeedback(loop restarts)
In between each step is noise
Arrow = noise
o Misinterpretation of ads = noise
Metaphor:
o Billboard on the road is ad
o Sometimes you miss it or misread it bc traffic or weather or
accident (some sort of distraction)
Goal of an advertiser
o Design an ad that will
be decoded the way sender intended
cut through noise
o this is where IMC comes in
IMC
IMC=Integrated marketing communication
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o Coordination of all of a company’s promotional marketing tools into one seamless
program
o Includes
Branding
Public relations
Work on social media
o Effective plans= maximize impact on consumers at minimal cost
o Four P’s
Product
Price
Place
Promotion
Advertising falls under promotion
Advertising
Act of practice of calling public attention especially by paid announcements to one’s
brand/product/service
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