Exam 3 Study Guide

Exam 3 Study Guide - Exam 3 Study Guide Advertising...

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Exam 3 Study Guide: Advertising Packaging: Packaging products led to the first name brands Packaged their products in small quantities, thereby distinguishing them from  the generic products sold in large barrels and bins Allowed for product price increase for brand-name items Federal Food and Drug Act Passed in 1906 Put in place to monitor patent medicine claims Contemporary products sold as medicine: o Coca-cola – sold as a medicinal tonic o Post and Kellogg’s cereal – promised cure stomach and digestive  problems Advertisement Agencies: How they made money o Mega-Agencies o  In advertising, large firms or holding companies that are formed by  merging several individual agencies and that maintain worldwide  regional offices; they provide both advertising and public relations  services and operate in-house radio and TV production studios Boutique Agencies o Small regional ad agencies that offer personalized services
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War Time Council: Voluntary group of agencies and advertisers that organized war bond sales,  blood donor drives, and the rationing of scarce goods Promoted more positive ad campaigns Ad Council: Postwar extension of advertising’s voluntary efforts Praised for “Smokey the Bear” ads Produces pro bono PSAs  o Topics: literacy, homelessness, drug addiction, smoking and AIDS  education Subliminal Advertising: A 1950s term that refers to hidden or disguised print and visual messages  that allegedly register on the unconscious, creating false needs and seducing  people into buying products Noted Examples: o “Drink Coca-Cola” ad embedded in a few frames of a movie o Alleged hidden sexual activity drawn into liquor ads Values and Lifestyles (VALS): A market-research strategy that divides consumers into types and measure  psychological factors, including how consumers think and feel about products  and how they achieve (or do not achieve) the lifestyles to which they aspire VALS Systems: o Classifies people by their primary consumer motivations: ideals,  achievement, or self-expression o Page 356 Chart
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Know the difference between advertisers’ perceptions of a “mass audience” and  niche audiences.  Why (and where) would advertisers use “offensive” or controversial  ads? Conventional Persuasive Strategies (page 360) Famous-person Testimonial o Associates a product with the endorsement of a well-known person o Ex.: Sports figures being spokesmen  Plain-folks Pitch o Associates a product with simplicity and the common person
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Exam 3 Study Guide - Exam 3 Study Guide Advertising...

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