NYU Midterm Study Guide – Spring 2020 M Advertising 3E
Define integrated marketing communications. Define advertising and distinguish it from other forms of marketing communications. Explain the role advertising plays in business and marketing. Illustr ate the functions of advertising in a free-market economy. Discuss how advertising evolved with the history of commerce. Describe the impact of advertising on society. What is advertisement and who are the customers? What are the functions and effects of advertising as a marketing tool Describe the impact of advertising on the economy. Examine the validity of the various social criticisms of advertising. Explain the difference between social responsibility and ethics in advertising. Describe how government agencies regulate advertising to protect both consumers and competitors. Discuss the activities of nongovernment organizations in fighting fraudulent and deceptive advertising. 1. Effect on the Value of Products: Gives brands added value; creates a positive image; educates consumers; allows consumers to communicate who they are Deception in advertising: Puffery: exaggerated, subjective claims that cannot be proven true or false. Subliminal Advertising: Advertisements with messages (often sexual) supposedly embedded in illustrations just below the threshold of perception Ethical advertising means doing what the advertiser and the advertiser’s peers believe is morally right in a given situation. Social responsibility means doing what society or some group views as best for the welfare of people in general or for a specific community of people. Together, ethics and social responsibility can be seen as the moral obligation of advertisers, even when there is no legal obligation. LO2-5 (Jihang): Discuss the activities of non-government organizations in fighting fraudulent and deceptive advertising. List the various groups in the advertising business and explain their relationships. Discuss the differences between local, national, and transnational advertisers. Explain how advertisers organize themselves to manage their advertising both here and abroad. Define the main types of advertising agencies. Describe the range of tasks people perform in an ad agency and an in-house advertising department. Relate how agencies get new clients and how they make money. Explain the role of advertising in facilitating satisfying exchanges. Illustrate the various methods advertisers use to segment and aggregate consumer and business markets. Discuss how defining a target market enhances a product's marketing strategy. Describe the elements of the marketing mix and the role advertising plays in each element of the mix. LO4-1 Describe the role of advertising in marketing. Explain how advertising differs from the basic communication process. Outline the consumer perception process and explain why advertising people say "perception is everything." Explain how a consumer's level of involvement with a product influences the decision-making process and the advertising approach. Describe the fundamental motives behind consumer purchases. Discuss the various influences on consumer behavior. Describe the role of account planners in advertising agencies. Discuss how research can help advertisers select target markets, media vehicles, and advertising messages. Explain the basic steps in the marketing research process. Explain the common methods used in qualitative and quantitative research. Evaluate the challenges of pretesting and posttesting advertising. Identify issues that can affect the accuracy and usability of quantitative research. Identify the members of the creative team and their primary responsibilities. Describe the characteristics of great advertising. Explain the role of the creative strategy and its principal elements. Show how advertising enhances creativity. Define the four roles people play at different stages of the creative process Describe the factors involved in creating print ads. Explain the types of copy and how great copy is created in print ads. Outline how great copy is created in electronic ads. Discuss the role of art in electronic ads. Review the unique requirements in writing for the Web. Differentiate the important print and broadcast production methods. Explain the advantages and disadvantages of magazine advertising.’ Discuss how magazine circulation is measured and rates are set. Explain the advantages and disadvantages of newspaper advertising. Describe the major types of newspapers and how they charge for advertising. Explain the unique roles played by directory and Yellow Pages advertising.