Intro to Advertising CM 217 Exam
Questions and Answers
Advertising - ANS-A paid, mediated form of marketing communication from an
identifiable source, designed to persuade the receiver to take some action, now or in the
future
advertising is intended to be: - ANS-persuasive; it promotes a product, good or service
4P's - ANS-price, product, place, promotion
Businesses are often organized in three main ways: - ANS-Operations
Finance/Administration
Marketing-*key business organization*
price element - ANS-amount charged for the good/service being offered
Ex: Sticker on a car, prices for foods
product element - ANS-good or service being offered and the values associated with it
through its design, classification, positioning, branding and packaging
Ex: often physical and consumable
Physical, usable
Place element - ANS-how and where customers will buy a company's product or service
; two types of distribution: direct and indirect
Promotion - ANS-Getting the word out there
Sales promo-contests, offers you get (discounts)
Public relations-press releases
Earned media attention through journalism
Advertising-magazine ad, youtube ad, social ads
Forms of Advertising content - ANS-1. Structured communication to fit space and time
format
Ex: 10 second to 1 min tv commercial videos/online videos
**Media flowchart=space and time
2. Targeted at an audience to receive the communication
Age, interests, location, language, spending habits
3. Paid for
NOT FREE
4. Comes through a channel of delivery (a medium)
,5. Goal to be persuasive...think, feel and act on something
6. Sponsor is identified
Key Functions Advertising plays for Advertising: - ANS--Identify and differentiate
products from others (branding)
--create a tone, feeling about it
-Communicate info about the product: features + place of sale
-Induce consumers to try new products
-Increase product use-packages and moments
Increase product use-seasonality
-Stimulate distribution of the product by creating demand in more places
-Build value, brand preference and loyalty
-Lower overall cost of sales by creating desire for the product (consumers look for it/ask
for it vs. having to directly sell it to them)
What is Branded Content? (very similar to adv.) - ANS-Branded content is a marketing
communication technique that involves creating content that is directly linked to a brand,
allowing consumers to make a connection with it
What is Branded Content Part 2? - ANS--it is 100% focused on the values of the brand
its products or its services
-it seeks to generate convos and notoriety around the brand
(more info here)
-Generates added value for the users
(more info here)
-it can be presented through multiple formats and channels
(more info here)
-the content may be co-created
(more info here)
Ex:
Owned channels
Advertorials
Blogs
Video/Film-Volvo, Red Bull
Key Differences Between Adv. Vs Branded Content - ANS-Advertising will often be
more overt brand/product communications vs product placement/sponsored by
(branded content)
Media placement on paid channels (ad) vs owned channels (branded content)
-on editing media platforms (NBC) vs their own website/own youtube channel
Usually invasive (ad) vs discovered (branded content)
Pop ad online ads, pre roll video ads
History of Advertising - ANS-Pre Industrial Age
Industrial Age
Golden Age
, Postindustrial Age
Global Interactive Age
PreIndustrial Age (Pre-1800) - ANS-When people learned to farm, civilized living
became possible. Having a stable food supply led to cities, which were centers of
commerce and trade. The creation of money made exchanges easier.
The need to call attention to products and services led to the earliest advertising
Developments that led to the beginning of advertising included: - ANS-In the 1440s,
Johannes Gutenberg invented the printing press in Germany- an important development
in the history of advertising because it changed the way people communicated, lived,
and worked.
- The invention of printing led to advertising in the form of posters, handbills,etc , then
eventually to the first mass-medium—newspapers. 1472: First ad appeared in English,
a handbill.
- Early 1700s: The Western world's population had grown to 600 million, and the
concentration of population in some major cities made volume advertising possible.
- Advertising volume led to a new ad strategy to gain attention—puffery, which was the
practice of making extravagant promises.
- In the American colonies, the Boston Newsletter started carrying ads in 1704. In 1729
Benjamin Franklin, the "father" of advertising art, made ads more readable by using
large headlines and considerable white space. Franklin was the first American to use
illustrations.
Industrial Age (1800-1945) - ANS-Machinery led to mass production of goods with
uniform quality. Large companies increased their productivity. It costs individuals less to
buy a product than to make it themselves.
People left farms to work in the city, which caused urban growth - population growth and
urbanization led to increased demand for goods.
Better transportation—the railroad and the steamship—made it possible to distribute
goods beyond the local market where they were produced.
Mass consumption increased the need for mass-marketing techniques such as
advertising to inform markets of the availability of goods. These changes collectively led
to the industrial age
Key milestones during this period include: - ANS-During this period, manufacturers were
mainly concerned with production - Advertising to consumers was up to local retailers
and large mail-order catalog companies like Montgomery Ward and Sears Roebuck.
The profession of advertising began in 1841
1840: Magazine advertising begins
In the 1920s, after World War I, the war machine returned to peacetime production.
Society became driven by the consumption of products.
Radio was born, offering immediacy, expanded audiences, and new types of ads.
Technological advances added to advertisers' toolkit: photography (1839), telegraphs,
telephones, typewriters, phonographs, and motion pictures aided communication.
Questions and Answers
Advertising - ANS-A paid, mediated form of marketing communication from an
identifiable source, designed to persuade the receiver to take some action, now or in the
future
advertising is intended to be: - ANS-persuasive; it promotes a product, good or service
4P's - ANS-price, product, place, promotion
Businesses are often organized in three main ways: - ANS-Operations
Finance/Administration
Marketing-*key business organization*
price element - ANS-amount charged for the good/service being offered
Ex: Sticker on a car, prices for foods
product element - ANS-good or service being offered and the values associated with it
through its design, classification, positioning, branding and packaging
Ex: often physical and consumable
Physical, usable
Place element - ANS-how and where customers will buy a company's product or service
; two types of distribution: direct and indirect
Promotion - ANS-Getting the word out there
Sales promo-contests, offers you get (discounts)
Public relations-press releases
Earned media attention through journalism
Advertising-magazine ad, youtube ad, social ads
Forms of Advertising content - ANS-1. Structured communication to fit space and time
format
Ex: 10 second to 1 min tv commercial videos/online videos
**Media flowchart=space and time
2. Targeted at an audience to receive the communication
Age, interests, location, language, spending habits
3. Paid for
NOT FREE
4. Comes through a channel of delivery (a medium)
,5. Goal to be persuasive...think, feel and act on something
6. Sponsor is identified
Key Functions Advertising plays for Advertising: - ANS--Identify and differentiate
products from others (branding)
--create a tone, feeling about it
-Communicate info about the product: features + place of sale
-Induce consumers to try new products
-Increase product use-packages and moments
Increase product use-seasonality
-Stimulate distribution of the product by creating demand in more places
-Build value, brand preference and loyalty
-Lower overall cost of sales by creating desire for the product (consumers look for it/ask
for it vs. having to directly sell it to them)
What is Branded Content? (very similar to adv.) - ANS-Branded content is a marketing
communication technique that involves creating content that is directly linked to a brand,
allowing consumers to make a connection with it
What is Branded Content Part 2? - ANS--it is 100% focused on the values of the brand
its products or its services
-it seeks to generate convos and notoriety around the brand
(more info here)
-Generates added value for the users
(more info here)
-it can be presented through multiple formats and channels
(more info here)
-the content may be co-created
(more info here)
Ex:
Owned channels
Advertorials
Blogs
Video/Film-Volvo, Red Bull
Key Differences Between Adv. Vs Branded Content - ANS-Advertising will often be
more overt brand/product communications vs product placement/sponsored by
(branded content)
Media placement on paid channels (ad) vs owned channels (branded content)
-on editing media platforms (NBC) vs their own website/own youtube channel
Usually invasive (ad) vs discovered (branded content)
Pop ad online ads, pre roll video ads
History of Advertising - ANS-Pre Industrial Age
Industrial Age
Golden Age
, Postindustrial Age
Global Interactive Age
PreIndustrial Age (Pre-1800) - ANS-When people learned to farm, civilized living
became possible. Having a stable food supply led to cities, which were centers of
commerce and trade. The creation of money made exchanges easier.
The need to call attention to products and services led to the earliest advertising
Developments that led to the beginning of advertising included: - ANS-In the 1440s,
Johannes Gutenberg invented the printing press in Germany- an important development
in the history of advertising because it changed the way people communicated, lived,
and worked.
- The invention of printing led to advertising in the form of posters, handbills,etc , then
eventually to the first mass-medium—newspapers. 1472: First ad appeared in English,
a handbill.
- Early 1700s: The Western world's population had grown to 600 million, and the
concentration of population in some major cities made volume advertising possible.
- Advertising volume led to a new ad strategy to gain attention—puffery, which was the
practice of making extravagant promises.
- In the American colonies, the Boston Newsletter started carrying ads in 1704. In 1729
Benjamin Franklin, the "father" of advertising art, made ads more readable by using
large headlines and considerable white space. Franklin was the first American to use
illustrations.
Industrial Age (1800-1945) - ANS-Machinery led to mass production of goods with
uniform quality. Large companies increased their productivity. It costs individuals less to
buy a product than to make it themselves.
People left farms to work in the city, which caused urban growth - population growth and
urbanization led to increased demand for goods.
Better transportation—the railroad and the steamship—made it possible to distribute
goods beyond the local market where they were produced.
Mass consumption increased the need for mass-marketing techniques such as
advertising to inform markets of the availability of goods. These changes collectively led
to the industrial age
Key milestones during this period include: - ANS-During this period, manufacturers were
mainly concerned with production - Advertising to consumers was up to local retailers
and large mail-order catalog companies like Montgomery Ward and Sears Roebuck.
The profession of advertising began in 1841
1840: Magazine advertising begins
In the 1920s, after World War I, the war machine returned to peacetime production.
Society became driven by the consumption of products.
Radio was born, offering immediacy, expanded audiences, and new types of ads.
Technological advances added to advertisers' toolkit: photography (1839), telegraphs,
telephones, typewriters, phonographs, and motion pictures aided communication.
