Advertising, MKT 3043, Utecht, Test 1
Questions and Answers
Marketing communications - ANS-various efforts and tools companies use to indicate
and maintain communication with customers and prospects, including solicitation letters,
newspaper ads, event sponsorship, publicity, telemarketing, statement stuffers, and
coupons, etc.
Advertising - ANS-structured and composed non personal communication of
information, usually paid for and usually persuasive in nature, about products (goods,
services, ideas) by identified sponsors though various media.
Consumers - ANS-buy products for personal use
Products - ANS-goods, services, ideas
Medium - ANS-channel of communciation
Albert Lasker - ANS-Father of modern advertising; "Salesmanship in print, driven by a
reason why"
Human communication Process - ANS-1. Source- formulates idea (sponsor)
2.Encoding
3. Message
4. channel (noise)
5. decoding
6. receiver
Interactive Media - ANS-allows consumers to participate in the communication by
extracting the info they need, manipulating what they see on their computer or TV
screens in real time, and responding in real time
Source Dimensions - ANS-Sponsor, author, persona
Message Dimensions - ANS-Autobiography- tell a story about myself to you
Narrative - 3rd person persona tells a story about others to an imagined audience
Drama- characters act out events directly infront of an imagined empathetic audience
What truly distinguishes advertising from all other forms of communication? - ANS-
Creativity
, Receiver Dimensions - ANS-Implied- imagined to be ideal customers who are viewing
the ad, part of the drama in the ad.
Sponsorial- gatekeepers who decide if the ad will run or not, first audience to ever see
the ad, must first persuade them before they can go and persuade real customers.
Actual Customers- people in the real world who comprise the ads target audience.
Important influences that affect the way people receive and respond to messages? -
ANS-attitudes, perceptions, personality, self-concept, and culture
Marketing - ANS-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 the individuals and organizations.
Process - ANS-series of actions or methods that take place sequentially
public relations advertising - ANS-uses the structured, sponsored format of media
advertising to accomplish public relations goals
first sign of advertising? - ANS-3000BC; written advertising offering- "whole gold coin"
for runaway slave "shem"
Branding - ANS-to identify products and their source and to differentiate them from
others
functions and effects of advertising as a marketing tool? - ANS-*identify products and
differentiate them from others
*communicate info about the product, its features, and its place of sale
*induce customers to buy new products and suggest its reuse
*stimulate distribution of the product
increase product use
*build value, brand preference, and loyalty
*lower the overall cost of sales
Preindustrial age - ANS-time period beginning where recorded history first began to the
beginning of the 1800s. during this time, the chinese invented paper and Europe had
first papermill by 1275. 1440, Gutenberg invented the printing press in Germany- not
only most important development in the history of advertising but it changed the way
people lived and worked.
What was the first mass medium? - ANS-newspaper
First English ad? - ANS-Handbill tacked to church door; announced prayer-book for
sale. (1472)
Puffery Advertising - ANS-exaggerated subjective claims that cant be proven true or
false, such as "the Best" or the "only way to fly"
Questions and Answers
Marketing communications - ANS-various efforts and tools companies use to indicate
and maintain communication with customers and prospects, including solicitation letters,
newspaper ads, event sponsorship, publicity, telemarketing, statement stuffers, and
coupons, etc.
Advertising - ANS-structured and composed non personal communication of
information, usually paid for and usually persuasive in nature, about products (goods,
services, ideas) by identified sponsors though various media.
Consumers - ANS-buy products for personal use
Products - ANS-goods, services, ideas
Medium - ANS-channel of communciation
Albert Lasker - ANS-Father of modern advertising; "Salesmanship in print, driven by a
reason why"
Human communication Process - ANS-1. Source- formulates idea (sponsor)
2.Encoding
3. Message
4. channel (noise)
5. decoding
6. receiver
Interactive Media - ANS-allows consumers to participate in the communication by
extracting the info they need, manipulating what they see on their computer or TV
screens in real time, and responding in real time
Source Dimensions - ANS-Sponsor, author, persona
Message Dimensions - ANS-Autobiography- tell a story about myself to you
Narrative - 3rd person persona tells a story about others to an imagined audience
Drama- characters act out events directly infront of an imagined empathetic audience
What truly distinguishes advertising from all other forms of communication? - ANS-
Creativity
, Receiver Dimensions - ANS-Implied- imagined to be ideal customers who are viewing
the ad, part of the drama in the ad.
Sponsorial- gatekeepers who decide if the ad will run or not, first audience to ever see
the ad, must first persuade them before they can go and persuade real customers.
Actual Customers- people in the real world who comprise the ads target audience.
Important influences that affect the way people receive and respond to messages? -
ANS-attitudes, perceptions, personality, self-concept, and culture
Marketing - ANS-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 the individuals and organizations.
Process - ANS-series of actions or methods that take place sequentially
public relations advertising - ANS-uses the structured, sponsored format of media
advertising to accomplish public relations goals
first sign of advertising? - ANS-3000BC; written advertising offering- "whole gold coin"
for runaway slave "shem"
Branding - ANS-to identify products and their source and to differentiate them from
others
functions and effects of advertising as a marketing tool? - ANS-*identify products and
differentiate them from others
*communicate info about the product, its features, and its place of sale
*induce customers to buy new products and suggest its reuse
*stimulate distribution of the product
increase product use
*build value, brand preference, and loyalty
*lower the overall cost of sales
Preindustrial age - ANS-time period beginning where recorded history first began to the
beginning of the 1800s. during this time, the chinese invented paper and Europe had
first papermill by 1275. 1440, Gutenberg invented the printing press in Germany- not
only most important development in the history of advertising but it changed the way
people lived and worked.
What was the first mass medium? - ANS-newspaper
First English ad? - ANS-Handbill tacked to church door; announced prayer-book for
sale. (1472)
Puffery Advertising - ANS-exaggerated subjective claims that cant be proven true or
false, such as "the Best" or the "only way to fly"
