ADV 318J Study Guide - Midterm Guide: Speed Stick, Copyright Infringement, Puffery
Advertising BOOK 318J Notes!!
Chapter ONE: The World of Advertising and Integrated Brand Promotion
And there is a simple truth a brand that does not meet our needs will not succeed
regardless of the advertising
Advertising: A paid, mass-mediated attempt to persuade.
In order for a communication to be classified as advertising, three essential criteria
must be met:
1. The communication must be paid for.
2. The communication must be delivered to an audience via mass media.
3. The communication must be attempting persuasion.
Integrated Brand Promotion: The process of using a wide range of promotional
tools working together to create widespread brand exposure.
1. IBP is a process.
2.IBP uses a wide range of promotional tools that have to be evaluated and
scheduled.
3. IBP highlights that all of these tools need to work together and be integrated
to create a consistent and compelling impression of the brand.
4. The definition of IBP emphasizes that all of the advertising and promotional
effort undertaken by a firm is designed to create widespread exposure for a
brand.
Model of Mass-Mediated Communication:
Production- Where the content of any mass communication is created. The product
of institutions to produce content. The creation of the advertisement is a complex
interaction of the company’s brand message; the company’s expectations about the
target audience’s desire for information; the company’s assumptions about how
members of an audience will interpret the words and images in an ad; and the rules
and regulations of the medium transmits the message
Accommodation and negotiation are the ways in which consumers interpret ads.
Takes place between production and reception.
Reception: Audience receives and interprets message.
Why is communication a social process? What a message means to any given
consumer is a function not of an isolated solitary thinker but of an inherently
social being responding to what he or she knows about the producers of the
message (the companies), other receivers of it (peer groups, for example), and
the social world in which the brand and the message about it resides.
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The communication model in 1.11 underscores a critical point: No ad contains a
single meaning for all audience members.
Five ways that advertising affects brand development and management:
1. Information and Persuasion- informing the audience about the brand.
2. Introduction of New Brand or Brand
3. Building and Maintaining Brand Loyalty among Consumers-repeated
purchases- use more direct marketing to reach customers directly
4. Creating image and meaning for a brand.
5. Building and maintaining within the trade/industry.
Three basic strategies for cultivating customers:
Market segmentation- The process of breaking down a large, widely varied
(heterogeneous) market into submarkets, or segments, that are more similar
(homogeneous) than dissimilar in terms of consumer characteristics that consumers
look for. Marketers focus on demographics and psychographics (attitudes, beliefs,
personality, lifestyle, and values) to cater to consumer wants/needs. Advertising’s
purpose in segmentation is to develop messages that appeal to the wants and
desires of different segments and then to transmit those messages via appropriate
media.
Differentiation- The process of creating a perceived difference, in the mind of the
consumer, between an organization’s brand and the competition’s. Based on
CONSUMER PERCEPTION.. The critical issue in differentiation is that consumers
perceive a difference between brands. If consumers do not perceive a difference,
then whether real differences exist or not does not matter. Firms must have
uniqueness.
Positioning- The process of designing a brand so that it can occupy a distinct and
valued place in the target consumer’s mind. LIke differentiation, positioning can be
understood by recognizing that consumers create a PERCEPTUAL SPACE in their
minds for all the brands they might consider purchasing. Perceptual space- how
one brand is seen on any number of dimensions--quality, taste, price, or social
display value--in relation to those same dimensions in other brands.
Advertizing is a business, an art form, an institution, and a cultural phenomenon.
Note that advertising contributes to sales and revenue it is not solely responsible for
sales.
Chapter TWO: The Structure of the Advertising and Promotion Industry:
Advertisers, Agencies, Media Companies and Support Organizations
The 21st century power struggle: the big power struggle is about how the ad
industry can adapt to new technologies that you and I as consumers are willing and
eager to use to gain more control over our information and entertainment
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environment (We like Facebook and YouTube, we do not like commercial TV
viewing without TiVo or similar technology so we can skip ads we find intrusive and
boring.) This has lead to movement away from still dominant traditional offline
media (print and broadcast) to online media (social network media and online ads).
Since you are part of the wired generation who grew up with the web, cell phones,
iPods, iPads, etc.; this creates opportunities for you in the ad/PR business.
Five Trends Effecting Advertising:
(1) Consumer Control- Individuals sharing and creating content through blogs,
social media, wikis, and video sites like YouTube are referred to as Web 2.0--the
second generation of Web-based used and services that emphasize online
collaboration and sharing among users
(2) Media Proliferation/Consolidation/Multiplatform: Companiers cove rmore
avenues within the industry
(3) Media Clutter/Fragmentation: You have to work harder to diversify your self
get attention. More IBP
(4) Crowdsourcing: The online distribution of certain tasks to groups (crowds) of
experts, enthusiasts, or even consumers. The idea behind crowdsourcing is to get
consumers more involved with and committed to a brand in a way that passive,
intrusive advertising simply cannot.
(5) Mobile Marketing/Media
Structure of the advertising and promotion industry and participants in the
process:
Advertisers:
1. Manufacturers and service firms
2. Trade resellers: retailers, wholesalers, and distributors
3. Government and social organizations
Advertising and Promotion Agencies:
1. Adverting Agencies: Full-service agencies, Creative boutiques, Interactive
agencies, In-house agencies, and Media specialists.
2. Agency services: Account services, Creative research and development,
Creative and production services, Marketing services, [Media planning,
research and buying services,] Public Relations, Direct-marketing and
promotion services, and Administrative services
3. Promotion agencies: Direct marketing and database agencies, E-
commerce agencies, Sales promotion agencies, Event-planning agencies,
Design firms, and Public relations firms.
4. Agency compensation: Commission, Markup charges, Fee systems, and
Pay-for-results
External Facilitators:
1) Marketing and advertising research firms
2) Production facilitators
3) Consultants
4) Information intermediators
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Document Summary
Chapter one: the world of advertising and integrated brand promotion (cid:498)and there is a simple truth a brand that does not meet our needs will not succeed regardless of the advertising (cid:499) Integrated brand promotion: the process of using a wide range of promotional tools working together to create widespread brand exposure: ibp is a process. Production- where the content of any mass communication is created. Accommodation and negotiation are the ways in which consumers interpret ads. The communication model in 1. 11 underscores a critical point: no ad contains a single meaning for all audience members. Market segmentation- the process of breaking down a large, widely varied (heterogeneous) market into submarkets, or segments, that are more similar (homogeneous) than dissimilar in terms of consumer characteristics that consumers look for. Marketers focus on demographics and psychographics (attitudes, beliefs, Note that advertising contributes to sales and revenue it is not solely responsible for sales.
