UGA ADPR3100 - Exam 1 Evans Questions and Answers Solved Correctly
What is advertising? - Answers modern is designed to make us feel a certain way and create associations
What is the goal of advertising? - Answers to make us recall an ad for a company at a later time when
we're in the market for a certain product or service
Product placement - Answers an example of a new form of advertising that doesn't include having to
pay some media entity to showcase their product like has been done historically
Example of product placement - Answers Phil on Modern Family said realtors were different from real
estate agents --> provided free advertising for REALTORS
Mass Media - Answers advertisements include things like a commercial during the Super Bowl
Personalization - Answers comes from using data such as search history, websites visited, and posts liked
native advertising - Answers companies can sponsor articles to highlight their products or services
Influencers - Answers they use social media and sometimes give their opinion for free, but often are paid
to user products and show them off
Old school view - three criteria must be met to be classified as an ad - Answers -the communication
must be paid for
-it must be delivered through mass media
-it must be attempting to persuade
New view - Answers advertising doesn't always fit well or satisfy the old school criteria in today's
environment, so we may need a better def
New view - better def - Answers -brands communicating with people
-brands communicating in order to make an impact now or at some point in the future
-brand-related/initiated/incentivized communication intent or impacting participants
what does it all mean for the average consumer? - Answers technology and consumer control are
continually reshaping the communications environment
advertising campaign - Answers an integrated series of ads and promotions that communicate a central
theme or idea
-can appear in one media or multiple media
integrated brand program (IBP) - Answers coordinating promotional tools w/ advertising to build and
maintain brand awareness, identity, and preference
, pre marketing ear - Answers pre printing press
mass communication era - Answers 1700s to early 1900s
-newspaper, magazines, and radio
research era - Answers 1920s to current
-history in psych --> what motivates, how to segment on demographics and psychographics, and now
BIG DATA
what are the fundamental influences on the evolution of adv.? - Answers industrial revolution
rise of capitalism
manufacturers pursuit of power
rise of mass media
Industrial Revolution - Answers mass production of goods-->need to stimulate demand and compete for
the consumer
Rise of Capitalism - Answers free market --> need to compete --> need to stimulate demand and
persuade the audience
-tool? advertising!
manufacturers pursuit of power - Answers -branding emerges
-- ex.) levi's, maxwell house coffee, coca-cola
-store owner sets prices and offers recs
--this changed with the emergence of branding --> consumer developed preferences
Rise of Mass Media - Answers mutual influence of advertising and media
-adv subsidized some of the media's operating cost
-true with newspapers in the 1800s until 10-12 years ago
-true with radio in the 20s and 30s
-and TV in the 50s and 60s
assumption 1: advertising is a powerful force in shaping consumer preferences - Answers some adv
really is powerful
-ex.) George Bush ads that destroyed Dukakis (revolving door for inmates and the tank)
What is advertising? - Answers modern is designed to make us feel a certain way and create associations
What is the goal of advertising? - Answers to make us recall an ad for a company at a later time when
we're in the market for a certain product or service
Product placement - Answers an example of a new form of advertising that doesn't include having to
pay some media entity to showcase their product like has been done historically
Example of product placement - Answers Phil on Modern Family said realtors were different from real
estate agents --> provided free advertising for REALTORS
Mass Media - Answers advertisements include things like a commercial during the Super Bowl
Personalization - Answers comes from using data such as search history, websites visited, and posts liked
native advertising - Answers companies can sponsor articles to highlight their products or services
Influencers - Answers they use social media and sometimes give their opinion for free, but often are paid
to user products and show them off
Old school view - three criteria must be met to be classified as an ad - Answers -the communication
must be paid for
-it must be delivered through mass media
-it must be attempting to persuade
New view - Answers advertising doesn't always fit well or satisfy the old school criteria in today's
environment, so we may need a better def
New view - better def - Answers -brands communicating with people
-brands communicating in order to make an impact now or at some point in the future
-brand-related/initiated/incentivized communication intent or impacting participants
what does it all mean for the average consumer? - Answers technology and consumer control are
continually reshaping the communications environment
advertising campaign - Answers an integrated series of ads and promotions that communicate a central
theme or idea
-can appear in one media or multiple media
integrated brand program (IBP) - Answers coordinating promotional tools w/ advertising to build and
maintain brand awareness, identity, and preference
, pre marketing ear - Answers pre printing press
mass communication era - Answers 1700s to early 1900s
-newspaper, magazines, and radio
research era - Answers 1920s to current
-history in psych --> what motivates, how to segment on demographics and psychographics, and now
BIG DATA
what are the fundamental influences on the evolution of adv.? - Answers industrial revolution
rise of capitalism
manufacturers pursuit of power
rise of mass media
Industrial Revolution - Answers mass production of goods-->need to stimulate demand and compete for
the consumer
Rise of Capitalism - Answers free market --> need to compete --> need to stimulate demand and
persuade the audience
-tool? advertising!
manufacturers pursuit of power - Answers -branding emerges
-- ex.) levi's, maxwell house coffee, coca-cola
-store owner sets prices and offers recs
--this changed with the emergence of branding --> consumer developed preferences
Rise of Mass Media - Answers mutual influence of advertising and media
-adv subsidized some of the media's operating cost
-true with newspapers in the 1800s until 10-12 years ago
-true with radio in the 20s and 30s
-and TV in the 50s and 60s
assumption 1: advertising is a powerful force in shaping consumer preferences - Answers some adv
really is powerful
-ex.) George Bush ads that destroyed Dukakis (revolving door for inmates and the tank)
