ADV 205 notes exam one - ADV 205[[email protected] Examination...

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ADV 205 [[email protected]] Examination One January 7, 2007 The Mandate for Effectiveness o Today advertising is in a bind (due to rapid change) o Advertisers expect specific results that lead to sales o Advertising must be effective o Advertising Marketing o Marketing is the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations Product, place, price, promotion (advertising, sales promotion, personal selling, direct marketing, public relations, sponsorship and events) Free Market Economies o Self interest (will not make/produce a product unless you want it) o Complete information (best choices the more info you have) o Many buyers and sellers (competition) o Absence of externalities Functions and Effects of Advertising as Marketing Tool o To identify and differentiate producers o To communicate information o To induce consumers to try new product and to suggest reuse o To stimulate distribution o To increase product use o To build value, brand preference, and loyalty o To lower overall cost of sales What makes an Ad Effective o Effective ads work on to levels With consumers With advertisers o Characteristics of effective ads Strategy (have to do what the client wants) Creativity Execution Media Must be goal directed Advertising o Definition A paid form of communication A sponsor is identified Tries to persuade or influence the consumer to do something Conveyed through mass media Reaches a large audience
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Is nonpersonal o Types of Advertising Brand Retail/local Political Directory Direct-response Business-to-business Institutional not trying to sell you, just trying to tell you how awesome they are Public service (PSA) Interactive o Roles Marketing role Communication role Economic role Societal role January 9, 2008 Evolution of Advertising o Preindustrial Age o Industrializing Age Begin in the 1800s, Used mostly hand drawn pictures until 1839 o Industrial Age o Postindustrial Age o The Interactive Age Age of Print o Johannes Gutenberg, 1441, first movable print printing press Handbills/flyers, newspapers Encouraged more people to read because of the increase in written material o Ben Franklin (journalist/”father of journalism/advertising”), Paul Revere (used a lot of advertising) o 1839, Photography Industrial Revolution o Fast Communication o More products available due to mass production o Beginning of “branding” o 1840, Magazines No formal regulation o 1841, Volney Palmer
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“Formal” structure of advertising, established the first advertising agency. Worked for the media as opposed to the client.
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