Advertising Principles Final Exam-
Graded A
Advertising Effects on the Mass Media (Pro and Con) - ANS-Pro: Ads foster a diverse
and affordable mass media
Con: Advertising affects programming
subliminal advertising - ANS-advertising aimed at persuading the consumer below the
threshold of consciousness; controversial
deception - ANS-the making of false or misleading statements in an ad
puffery - ANS-the use of absolute superlatives like "Best in the world"
National Advertising Review Board (NARB) - ANS-the operations arm of the Advertising
Self-Regulatory Council (ASRC) which establishes the policies and procedures for ad
industry self-regulation
The essential message Objectives - ANS-1. Promote brand recall
2. Link key attributes to the brand name
3. Persuade the consumer
4.Affective Association: Get the consumer to feel good about the brand
5. scare the consumer into action
6. change behavior by inducing anxiety
7. define the brand image
8. Giving the brand the desired social meaning
9. Leverage social disruption and cultural contradictions
10. Transform consumption experiences
Objective #1: Promote Brand Recall - ANS-advertisers want their name to be the first
brand consumers remember or "top of mind"
evoked set - ANS-a small list of brand names (typically five or fewer) that comes to mind
when a product/service category is mentioned
Objective #1: Promote Brand Recall METHODS - ANS-A.. Repetition
B. Slogans and jingles
C. Point-of-Purchase branding
, Objective #2: Link Key Attributes to Brand Name - ANS-advertisers sometimes want
consumers or business customers to remember the brand AND associate it with one or
at most, two attributes
unique selling proposition (USP) - ANS-a type of advertising style that strongly
emphasizes a supposedly unique quality of the advertised brand
Objective #2: Link key attributes to the brand name METHODS - ANS-USP: idea of
emphasizing one and only one brand attribute is a very good idea
Objective #3: Persuade the Consumer - ANS-goal is to convince the consumer through
arguments that their brand is the right choice
Objective #3: Persuade the consumer METHODS - ANS-A. Reason-why ads: ad points
out reasons why this brand will be satisfying and beneficial to the consumer
B. Hard-sell ads: ex) "call or click NOW"
C. comparison ads
D. testimonials
E. demonstration
F. infomercials
comparison advertisements - ANS-demonstrate a brand's ability to satisfy consumers by
comparing a product's features to those of competitive brands
testimonial - ANS-an advocacy position is taken by a spokesperson in an advertisement
to persuade
infomercial - ANS-when an advertiser typically buys from 5 to 60 min. of TV time and
runs an informative/entertainment program that is really an extended advertisement
Objective #4: Affective Association: Get the Consumer to Feel Good about the Brand -
ANS-works through feelings, so it is more complex
Objective #4: Affective Association: Get the Consumer to Feel Good about the Brand
METHODs - ANS-A. Feel-good ads
B. Humor ads
C. Sex-appeal ads
Objective #5: Scare the Consumer into Action - ANS-strategy is to scare the consumer
into taking action/buying the brand
Objective #5: Scare the Consumer into Action METHOD - ANS-Fear-Appeal Ads
Objective #6: Change Behavior by Inducing Anxiety - ANS-advertisers pursue a
change-behavior-by-inducing-anxiety objective by playing on consumer anxieties
through thoughts AND feelings
Graded A
Advertising Effects on the Mass Media (Pro and Con) - ANS-Pro: Ads foster a diverse
and affordable mass media
Con: Advertising affects programming
subliminal advertising - ANS-advertising aimed at persuading the consumer below the
threshold of consciousness; controversial
deception - ANS-the making of false or misleading statements in an ad
puffery - ANS-the use of absolute superlatives like "Best in the world"
National Advertising Review Board (NARB) - ANS-the operations arm of the Advertising
Self-Regulatory Council (ASRC) which establishes the policies and procedures for ad
industry self-regulation
The essential message Objectives - ANS-1. Promote brand recall
2. Link key attributes to the brand name
3. Persuade the consumer
4.Affective Association: Get the consumer to feel good about the brand
5. scare the consumer into action
6. change behavior by inducing anxiety
7. define the brand image
8. Giving the brand the desired social meaning
9. Leverage social disruption and cultural contradictions
10. Transform consumption experiences
Objective #1: Promote Brand Recall - ANS-advertisers want their name to be the first
brand consumers remember or "top of mind"
evoked set - ANS-a small list of brand names (typically five or fewer) that comes to mind
when a product/service category is mentioned
Objective #1: Promote Brand Recall METHODS - ANS-A.. Repetition
B. Slogans and jingles
C. Point-of-Purchase branding
, Objective #2: Link Key Attributes to Brand Name - ANS-advertisers sometimes want
consumers or business customers to remember the brand AND associate it with one or
at most, two attributes
unique selling proposition (USP) - ANS-a type of advertising style that strongly
emphasizes a supposedly unique quality of the advertised brand
Objective #2: Link key attributes to the brand name METHODS - ANS-USP: idea of
emphasizing one and only one brand attribute is a very good idea
Objective #3: Persuade the Consumer - ANS-goal is to convince the consumer through
arguments that their brand is the right choice
Objective #3: Persuade the consumer METHODS - ANS-A. Reason-why ads: ad points
out reasons why this brand will be satisfying and beneficial to the consumer
B. Hard-sell ads: ex) "call or click NOW"
C. comparison ads
D. testimonials
E. demonstration
F. infomercials
comparison advertisements - ANS-demonstrate a brand's ability to satisfy consumers by
comparing a product's features to those of competitive brands
testimonial - ANS-an advocacy position is taken by a spokesperson in an advertisement
to persuade
infomercial - ANS-when an advertiser typically buys from 5 to 60 min. of TV time and
runs an informative/entertainment program that is really an extended advertisement
Objective #4: Affective Association: Get the Consumer to Feel Good about the Brand -
ANS-works through feelings, so it is more complex
Objective #4: Affective Association: Get the Consumer to Feel Good about the Brand
METHODs - ANS-A. Feel-good ads
B. Humor ads
C. Sex-appeal ads
Objective #5: Scare the Consumer into Action - ANS-strategy is to scare the consumer
into taking action/buying the brand
Objective #5: Scare the Consumer into Action METHOD - ANS-Fear-Appeal Ads
Objective #6: Change Behavior by Inducing Anxiety - ANS-advertisers pursue a
change-behavior-by-inducing-anxiety objective by playing on consumer anxieties
through thoughts AND feelings
