Advertising Test 1 Study Guide

Advertising Test 1 Study Guide - Advertising Test Review...

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Advertisin g Test Review Terms 1. Commodification : A process of commercialism; the stripping of an object of all other values except its value for sale to someone else. 2. Associated Value : Associating a product with something of higher value 3. Constructive discontents : Company creates problem so that you can solve it with their product. (Listerine: Bad breath and mouthwash) 4. Preem ptive reason wh y: Why the consumer should use the product 5. Uni que sellin g point : Associate something unique to the product. “This machine made object is better than the same machine made object.” (Anacin: Rosser Reeves) 6. Creative revolution : a. 60’s backlash against Reeves b. Started with “Think Small” c. Totally different ads and idea d. Used visuals in a whole new way e. Added new dimension to the copy f. Intelligence 7. Fourth Wall : Letting the audience in on the secret: you were not being lectured, you were being included. This has become the default mode of establishing a relationship in modern advertising. (Bernbach and VW) 8. Communication Holdin g Com pan y: Co’s that own ad agencies. (Omnicom, NPP) 9. Postmodernism : Mixed advertising with other forms of communication like music, art, film, history, etc. 10. Oddvertisin g: a. When: 1990’s b. What: i. Anything can happen ii. Extreme scenarios iii. Offbeat characters iv. Baffling messages c. Why it happened: i. Differing types of clients entering advertising ii. Booming economy iii. Dot-coms especially fond of advertising iv. Imitation d. Results: i. More freedom to experiment than any other time in history ii. Problems 1. Violence, antisocial behavior, profanity 2. Lack of strategy 11. Strate gy: a. Process of thinking through problems b. Developing an understand of all factors that impact a brand c. Road map used for development of programs and communication tools 12. Insi ght: a. Power or act of seeing into a situation b. Act or result of apprehending the inner nature of things c. Seeing intuitively
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13. Disru ption : a. Must understand market conventions b. Must find a disruptive path-something new c. Must have a vision 14. T ypes of marketers : a. Packaged goods: Proctor and Gamble b. Service: Credit card use, insurance c. Retail: Target, Gap, Wal-Mart d. Durable: Cars, computers 15. Five P’s of marketin g: Product, price, place, promotion, people 16. Commercial Speech : Makes up most of what we share as a culture- Advertising 17. Positionin g: The way we want consumers to think about our brand 18. Strate gy Process : a. Objective-goal b. Strategies-how we achieve the goal c. Tactic-individual actions 19. Functional Market positions a. Leadership: sets industry standards b. Against: against all products or the leader c. Product benefit or feature: comparison to other products d. Price or value: premium, quality for a good/low price e. Market segmentation: position toward a certain consumer segment f. Segmentation by use or need 20. Functions of plannin g: a. Identify brand vision and direction needed to get there
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Advertising Test 1 Study Guide - Advertising Test Review...

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