{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

Ad Review Test 1

Contemporary Advertising

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Advertising Principles Review Test #1 11/02/2008 20:22:00 Chapter 1: What is Advertising Today? Objectives Advertising is the structured & composed nonpersonal communication of  information, usually paid for & usually persuasive in nature, about products by  identified sponsors through various media. In basic human communication, a sender gives a message to a person who,  in return, sends feedback to the original sender. Advertising involves a one- way transfer of messages from the sender to receiver, although advertisers  are working on making the process more interactive Marketing is the process of planning & executing the conception, pricing,  distribution, & promotion of ideas, goods, & services to create exchanges that  satisfy the perceived needs, wants, & objectives of individual organizations.  The four elements of marketing strategy are product, price, place, &  promotion. Advertising helps organizations achieve marketing goals and chose which  type of advertising would be most effective as well as does the main bulk in  attracting revenues. Consumer advertising is what we see daily that promotes products aimed  directly at consumers, while business markets are aimed at businesses  themselves such as trade, agricultural, and professional fields. Review Questions The American Cancer Society is one of the many national organizations  whose public service messages are carried at no charge because of their  non-profit status; they make public service announcements (PSAs) to  influence viewer’s opinions & actions. PR activities focus on creating credibility and publicity for an organization  through events, sponsorship, press Agentry, and publicity, while advertising  works to influence consumers to buy a product. In the marketing communications process, the source includes the sponsor,  the author, and the persona. Messages may be an autobiography, narrative,  or a drama. The receiver is either implied, sponsorial, or actual.
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Noise is anything that interferes with the communication process; in  advertising, it will distract potential customers from the advertiser’s  persuasions, resulting in fewer sales. The three main functional areas of business are operations  (production/manufacturing), finance/administration, and marketing; marketing  being the closely tied to advertising.
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

Page1 / 11

Ad Review Test 1 - Advertising Principles Review Test#1...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon bookmark
Ask a homework question - tutors are online