Exam 4 Study Guide, Ch 12-15

Exam 4 Study Guide, Ch 12-15 - 1. U.S. advertisers and...

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1. U.S. advertisers and marketers spend approximately $500 billion a year trying to get people’s attention and influence their decisions. 2. The typical person in the United States sees 3,000 advertising messages a day and more than 2 million by the time he or she is 25 years old. 3. Advertising in the United States was a small business until the mid-1800s, when industrialization and the Civil War combined to alter the social and cultural landscape, bringing about advertising’s expansion. 4. Near the turn of the 20th century, the Audit Bureau of Circulations was established to verify magazine circulation claims. 5. With the rapid industrialization and improved transportation of the 1880s, more product producers were chasing the growing purchasing power of more consumers. As a result, they were forced to differentiate their products, resulting in the development of brands. 6. In the span between the Civil War and the First World War, several factors combined to move the advertising industry to establish professional standards and regulate itself, including abuses by patent medicine advertisers; the examination of most of the country’s important institutions, led by the muckrakers; and in 1914 the Federal Trade Commission was established. 7. In the early days of radio—the 1920s until well after World War II—programming was produced by ad agencies for their clients. 8. Reacting to increasing public criticism and FTC scrutiny in the 1970s, the ad industry established the National Advertising Review Board to monitor potentially deceptive advertising, still the industry’s most important self-regulatory body. 9. New media technologies are forcing advertising professionals to reconsider all aspects of how they do business, including the industry’s economics, creativity, and relationship with consumers. 10. Advertising is mediated messages paid for by and identified with a business or institution that seeks to increase the likelihood that those who consume those messages will act or think as the advertiser wishes. 11. Placement of advertising in media is compensated through a commission, typically 15% of the cost of the time or space. 12. The creative department is where the advertising is developed from idea to ad. It involves copywriting, graphic design, and often the actual production of the piece—for example, radio, television, and Web spots. 13. Creating advertising to appeal to audiences of varying personal and social characteristics—such as race,
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Exam 4 Study Guide, Ch 12-15 - 1. U.S. advertisers and...

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