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Contemporary Advertising Chapter 1


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copy deck
actual consumers
The people in the real world who comprise an ad's target audience. They are the people to whom the sponsor's message is ultimately directed.
The structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods and services) or ideas by identified sponsors through various media.
agricultural advertising
See farm advertising.
In Stern's communication model, a copywriter, an art director, or a creative group at the agency that is commissioned by the sponsor to create advertising messages.
autobiographical messages
A style of advertising that utilizes the first person "I" to tell a story to the audience, "You."
awareness advertising
Advertising that attempts to build the image of a product or familiarity with the name and package.
business advertising
Advertising directed at people who buy or specify goods and services for business use. Also called business-tobusiness advertising.
business-to-business (B2B) advertising
See business advertising.
Any medium through which an encoded message is sent to a receiver, including oral communication, print media, television, and the Internet.
clearance advertising
A type of local advertising designed to make room for new product lines or new models or to get rid of slow-moving product lines, floor samples, broken or distressed merchandise, or items that are no longer in season.
collateral material
All the accessory nonmedia advertising materials prepared by manufacturers to help dealers sell a product-- booklets, catalogs, brochures, films, trade-show exhibits, sales kits, and so on.
consumer advertising
Advertising directed at the ultimate consumer of the product, or at the person who will buy the product for someone else's personal use.
The interpretation of a message by the receiver.
direct-response advertising
An advertising message that asks the reader, listener, or viewer to provide feedback straight to the sender. __ - advertising can take the form of direct mail, or it can use a wide range of other media, from matchbook covers or magazines to radio, TV, or billboards.
drama message
One of the three literary forms of advertising messages in which the characters act out events directly in front of an imagined empathetic audience.
Translating an idea or message into words, symbols, and illustrations.
farm advertising
Advertising directed to farmers as businesspeople and to others in the agricultural business. Also called agricultural advertising.
A message that acknowledges or responds to an initial message.
global advertising
Advertising used by companies that market their products, goods, or services throughout various countries around the world with messages that remain consistent.
Tangible products such as suits, soap, and soft drinks.
Economic, political, religious, or social viewpoints that advertising may attempt to sell.
image advertising
Type of advertising intended to create a particular perception of the company or personality for the brand.
implied consumers
The consumers who are addressed by the ad's persona. They are not real, but rather imagined by the ad's creators to be ideal consumers--acquiescing in whatever beliefs the text requires. They are, in effect, part of the drama of the ad.
international advertising
Advertising aimed at foreign markets.
local advertising
Advertising by businesses within a city or county directed toward customers within the same geographical area.
loss-leader advertising
Advertising that promotes drastically discounted goods to create an impression of storewide low prices and thereby increase traffic in the store. _____- merchandise may be offered at or below retailer cost in order to encourage the sales of more profitable merchandise.
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations.
marketing communications
The various efforts and tools companies use to initiate and maintain communication with customers and prospects, including solicitation letters, newspaper ads, event sponsorships, publicity, telemarketing, statement stuffers, and coupons, to mention just a few.
marketing public relations (MPR)
The use of public relations activities as a marketing tool.
mass media
Print or broadcast media that reach very large audiences. --- include radio, television, newspapers, magazines, and billboards.
medium- Plural is media. See also media.
An instrument or communications vehicle that carries or helps transfer a message from the sender to the receiver.
In oral communication, the idea formulated and encoded by the source and sent to the receiver.
narrative message
Advertising in which a third person tells a story about others to an imagined audience.
national advertising
Advertising used by companies that market their products, goods, or services in several geographic regions or throughout the country.
The sender's advertising message competing daily with hundreds of other commercial and noncommercial messages.
noncommercial advertising
Advertising sponsored by or for a charitable institution, civic group, religious order, political organization, or some other nonprofit group to stimulate donations, persuade people to vote one way or another, or bring attention to social causes.
nonproduct advertising
Advertising designed to sell ideas or a philosophy rather than products or services.
A real or imaginary spokesperson who lends some voice or tone to an advertisement or commercial.
personal selling
A sales method based on person-to-person contact, such as by a salesperson at a retail establishment or by a telephone solicitor.
A planned series of actions or methods that take place sequentially, such as developing products, pricing them strategically, making them available to customers through a distribution network, and promoting them through sales and advertising activities.
product- See also product concept.
The particular good or service a company sells.
product advertising
Advertising intended to promote goods and services; also a functional classification of advertising.
professional advertising
Advertising directed at individuals who are normally licensed to operate under a code of ethics or set of professional standards.
public relations (PR)
The management function that focuses on the relationships and communications that individuals and organizations have with other groups (called publics) for the purpose of creating mutual goodwill. The primary role of them is to manage a company's reputation and help build public consent for its enterprises.
public relations activities
Publicity, press agentry, sponsorships, special events, and public relations advertising used to create public awareness and credibility--at low cost--for the firm.
public relations advertising
Advertising that attempts to improve a company's relationship with its publics (labor, government, customers, suppliers, etc.).
In oral communication, this party decodes the message to understand it and responds by formulating a new idea, encodes it, and sends it back.
regional advertising
Advertising used by companies that market their products, goods, or services in a limited geographic region.
regular price-line advertising
A type of retail advertising designed to inform consumers about the services available or the wide selection and quality of merchandise offered at regular prices.
retail advertising
Advertising sponsored by retail stores and businesses.
sale advertising
A type of retail advertising designed to stimulate the movement of particular merchandise or generally increase store traffic by placing the emphasis on special reduced prices.
sales promotion
A direct inducement offering extra incentives all along the marketing route--from manufacturers through distribution channels to customers--to accelerate the movement of the product from the producer to the consumer.
A bundle of benefits that may or may not be physical, that are temporary in nature, and that come from the completion of a task.
In oral communication, this party formulates the idea, encodes it as a message, and sends it via some channel to the receiver.
The company or organization ultimately responsible for the message and distribution of an advertisement. Although they are often not the author, the sponsor typically pays for the creation of the ad and its distribution.
sponsorial consumers
A group of decision makers at the sponsor's company or organization who decide if an ad will run or not, typically composed of executives and managers who have the responsibility for approving and funding a campaign.
target audience
The specific group of individuals to whom the advertising message is directed.
target market
The market segment or group within the market segment toward which all marketing activities will be directed.
Which of the following statements about advertising media is true?
An advertising medium is any paid means used to present an ad to a target market.
According to the human communication process, Halle Berry in her role as spokesperson for Revlon cosmetics is a(n):
In terms of message dimensions, the ad campaign for Volkswagen in which the car actor/salesperson tries to match individuals with the VW cars best suited to their needs and this must have test drives to prove that the salesperson knows his customers is a
According to the receiver dimension of communication, _____ consumers are the gatekeepers who determine if an ad will run.
When Allyson saw a commercial for a medicine that relieves constipation, she was disgusted and wished that the networks did not run such ads. From this information, you know that:
Allyson was not the ad's target market
The three types of business-to-business advertising are agricultural, professional, and _____ advertising.
Piggly-Wiggly is a supermarket chain that is only found in the southeastern United States. You would expect the supermarket to use _____ advertising if it were trying to convince Southerners its prices were lowest.
The term marcom is a shortened form of the term:
marketing communications
Another name for direct-response advertising is _____ advertising.
Sales promotion:
is accurately described by all of the above
Today, corporate managers are concerned about accountability for their advertising dollars. They understand that:
nourishing good customer relationships is more important than making simple exchanges

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