ADPR 3100 evans UPDATED ACTUAL QUESTIONS AND CORRECT ANSWERS
old school view 1. Communication paid for
2. delivered through mass media
3. attempting to persuade
paid for, mass media, persuade
new view 1. Brands communicating with people
2. Brands communicating in order to make an impact now or at some point in the
future."
3. Brand-related initiated communication is intent on impacting participants."
advertising campaign a series of related advertisements focusing on a common theme, slogan, and set
of advertising appeals
Intergrated Brand Promotion (IBP) The process of using a wide range of promotional tools that work together to
create widespread brand exposure. It is brand focused.
Premakerting era pre-printing press
Mass communication era 1700s to early 1900s. Newspapers, magazines, and radio
research era 1920s to current psychology, demographics, segmentation big data
interactive era ( current) consumer control, social media, real time engagement, big data
(influences on evolution ) Rise of capitalism - Free market
- need to compete
- need to stimulate demand and persuade the audience
(influences on evolution) industrial revolution - Mass production of goods
- need to stimulate demand and compete for the customer
(influences on evolution) Manufactures pursuit of power Branding emerges - levis - Maxwell House Coffee, budweiser, Coca-Cola
Offered recommendations
Changed with the emergence of branding - consumers developed preferences
(influences on evolution) Rise of mass media Mutual influence of advertising & media
Advertising subsidized some of the media's operating cost
True with newspapers in 1800s until 10-20 years ago
True with radio in 20s /30s
How would social media exist without ads
All the money from advertisers drove the cost of access down for the average
consumer
, Advertising problems for business ( advertisers ) Which publication to advertise in
20000 nationally
No central list ( today we have a number of sources )
No idea of circulation ( how many people subscribed
Determining fair pricing was a challenge
Advertising problems for media ( news papers ) How to keep track of advertising revenues
Up to 300-400 separate advertisers per issues
How to increase profits - central question
Increase price per ad ( problems with justification )
Increase quantity of ads per issue ( problems with content )
Role of ad agencies and practitioners Business - agencies and practitioners managed advertising placement
Agencies and practitioners took over billing
Agencies and practitioners created a new revenue source : sell audiences to
business
Rise of Consumer Culture Shift from production → consumption as primary economic driver.
Driven by:
Manufacturing is replacing agriculture.
Urban growth (non-farm residents).
Rising personal income & spending.
Branding emerged → created loyalty, preference, and consumer trust.
Department stores replaced general stores → ads beyond simple notices.
Birth of Advertising as an Industry 19th century problems for businesses: too many publications, unclear circulation,
unfair pricing.
Problems for newspapers: revenue tracking, hundreds of advertisers, and pricing
issues.
Ad Agencies' Solutions:
- Managed ad placement and billing.
- Sold audiences to businesses.
- Added creative services → copywriting, design, production.
- Specialized departments by early 20th century.
Claude Hopkins reason-why advertising, pioneered free samples, advertising as a science.
Rosser Reevess Unique Selling Proposition (USP) → repetition, continuity, simple single message.
David Ogilvy truth + emotion, "big ideas," made advertising fascinating.
founded own agency ogilvy&matter
Bill Bernbach (DDB) creative revolution → small teams, humor, "straight talk," advertising as art not
science
old school view 1. Communication paid for
2. delivered through mass media
3. attempting to persuade
paid for, mass media, persuade
new view 1. Brands communicating with people
2. Brands communicating in order to make an impact now or at some point in the
future."
3. Brand-related initiated communication is intent on impacting participants."
advertising campaign a series of related advertisements focusing on a common theme, slogan, and set
of advertising appeals
Intergrated Brand Promotion (IBP) The process of using a wide range of promotional tools that work together to
create widespread brand exposure. It is brand focused.
Premakerting era pre-printing press
Mass communication era 1700s to early 1900s. Newspapers, magazines, and radio
research era 1920s to current psychology, demographics, segmentation big data
interactive era ( current) consumer control, social media, real time engagement, big data
(influences on evolution ) Rise of capitalism - Free market
- need to compete
- need to stimulate demand and persuade the audience
(influences on evolution) industrial revolution - Mass production of goods
- need to stimulate demand and compete for the customer
(influences on evolution) Manufactures pursuit of power Branding emerges - levis - Maxwell House Coffee, budweiser, Coca-Cola
Offered recommendations
Changed with the emergence of branding - consumers developed preferences
(influences on evolution) Rise of mass media Mutual influence of advertising & media
Advertising subsidized some of the media's operating cost
True with newspapers in 1800s until 10-20 years ago
True with radio in 20s /30s
How would social media exist without ads
All the money from advertisers drove the cost of access down for the average
consumer
, Advertising problems for business ( advertisers ) Which publication to advertise in
20000 nationally
No central list ( today we have a number of sources )
No idea of circulation ( how many people subscribed
Determining fair pricing was a challenge
Advertising problems for media ( news papers ) How to keep track of advertising revenues
Up to 300-400 separate advertisers per issues
How to increase profits - central question
Increase price per ad ( problems with justification )
Increase quantity of ads per issue ( problems with content )
Role of ad agencies and practitioners Business - agencies and practitioners managed advertising placement
Agencies and practitioners took over billing
Agencies and practitioners created a new revenue source : sell audiences to
business
Rise of Consumer Culture Shift from production → consumption as primary economic driver.
Driven by:
Manufacturing is replacing agriculture.
Urban growth (non-farm residents).
Rising personal income & spending.
Branding emerged → created loyalty, preference, and consumer trust.
Department stores replaced general stores → ads beyond simple notices.
Birth of Advertising as an Industry 19th century problems for businesses: too many publications, unclear circulation,
unfair pricing.
Problems for newspapers: revenue tracking, hundreds of advertisers, and pricing
issues.
Ad Agencies' Solutions:
- Managed ad placement and billing.
- Sold audiences to businesses.
- Added creative services → copywriting, design, production.
- Specialized departments by early 20th century.
Claude Hopkins reason-why advertising, pioneered free samples, advertising as a science.
Rosser Reevess Unique Selling Proposition (USP) → repetition, continuity, simple single message.
David Ogilvy truth + emotion, "big ideas," made advertising fascinating.
founded own agency ogilvy&matter
Bill Bernbach (DDB) creative revolution → small teams, humor, "straight talk," advertising as art not
science
