ADPR 3100 TEST 1 UPDATED ACTUAL QUESTIONS AND CORRECT ANSWERS
Old School View communication must be
-paid for
-delivered through mass media
-attempting to persuade
New View brands communicating with people
advertisement specific messages designed to persuade an audience
advertising campaign An integrated series of ads and promotions that communicate a central theme or
idea
-can appear in one media or multiple
Integrated Brand Promotion (IBP) coordinating promotional tools with advertising to build and maintain brand
awareness, identity, and preference
Pre-marketing Era pre printing press
Mass Communication Era 1700s to early 1900s
-newspapers, magazines, and radio
Research Era 1920s to current
-history in psych, what motivates, how to segment demographics, psychographics,
and now BIG DATA
Interactive Era current with focus consumer control, use of interactive devices, and social media.
(REAL TIME)
Fundamental Influences on the Evolution of Advertising 1) rise of capitalism
2) industrial revolution
3) Manufacturers pursuit of power
4) Rise of Mass media
Rise of Capitalism Free market --> need to compete-->need to stimulate demand and persuade the
audience -->
Industrial Revolution mass production of goods--> need to stimulate demand and compete for the
customer
, Manufacturers pursuit of power branding emerges
-Levi's 1873
-Maxwell Coffee House 1873
-Budweiser 1876
-Coca-Cola 1976
-Ivory 1879
store owner set prices and offered recommendations
Rise of Mass Media mutual influence of advertising and media
-advertising subsidized some of the media's operating cost
-true with newspapers in 1800s until about 1o years ago
-true with TV in 50s/60s
all the money from advertisers drove cost of access down for average consumer
19th century conditions -expanding industrial production
-expanding markets
-potentially a boon or businesses
Advertising problems for businesses? -which publications to advertise in
-20,000 nationally
-no central list (today we have SRDS)
Problems for media -up to 300-400 separate advertisers (businesses) per issue
-how to increase profits
-inc. price/ quantity?
Rise of the Agency -new relationships with other industries
-new ways to organize increasingly complex work
-reflects increasing centrality of advertising in a capitalism economy.
-open contracts
-everything is transparent
Tellis 9 assumptions about the function and role of
advertising
Assumption #1 advertising is a powerful force in shaping consumer preferences
-ex. george w. bush ads destroyed dukakis campaign
Assumption #5 Even if advertising seems ineffective, stopping it could be dangerous.
-ex. coke vs. pepsi
-apple vs. PC
Assumption #7 Advertising is highly profitable.
Old School View communication must be
-paid for
-delivered through mass media
-attempting to persuade
New View brands communicating with people
advertisement specific messages designed to persuade an audience
advertising campaign An integrated series of ads and promotions that communicate a central theme or
idea
-can appear in one media or multiple
Integrated Brand Promotion (IBP) coordinating promotional tools with advertising to build and maintain brand
awareness, identity, and preference
Pre-marketing Era pre printing press
Mass Communication Era 1700s to early 1900s
-newspapers, magazines, and radio
Research Era 1920s to current
-history in psych, what motivates, how to segment demographics, psychographics,
and now BIG DATA
Interactive Era current with focus consumer control, use of interactive devices, and social media.
(REAL TIME)
Fundamental Influences on the Evolution of Advertising 1) rise of capitalism
2) industrial revolution
3) Manufacturers pursuit of power
4) Rise of Mass media
Rise of Capitalism Free market --> need to compete-->need to stimulate demand and persuade the
audience -->
Industrial Revolution mass production of goods--> need to stimulate demand and compete for the
customer
, Manufacturers pursuit of power branding emerges
-Levi's 1873
-Maxwell Coffee House 1873
-Budweiser 1876
-Coca-Cola 1976
-Ivory 1879
store owner set prices and offered recommendations
Rise of Mass Media mutual influence of advertising and media
-advertising subsidized some of the media's operating cost
-true with newspapers in 1800s until about 1o years ago
-true with TV in 50s/60s
all the money from advertisers drove cost of access down for average consumer
19th century conditions -expanding industrial production
-expanding markets
-potentially a boon or businesses
Advertising problems for businesses? -which publications to advertise in
-20,000 nationally
-no central list (today we have SRDS)
Problems for media -up to 300-400 separate advertisers (businesses) per issue
-how to increase profits
-inc. price/ quantity?
Rise of the Agency -new relationships with other industries
-new ways to organize increasingly complex work
-reflects increasing centrality of advertising in a capitalism economy.
-open contracts
-everything is transparent
Tellis 9 assumptions about the function and role of
advertising
Assumption #1 advertising is a powerful force in shaping consumer preferences
-ex. george w. bush ads destroyed dukakis campaign
Assumption #5 Even if advertising seems ineffective, stopping it could be dangerous.
-ex. coke vs. pepsi
-apple vs. PC
Assumption #7 Advertising is highly profitable.
