12159303
Description
Flashcards by Lyall Rosier, updated more than 1 year ago
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Created by Lyall Rosier
over 6 years ago
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| Question | Answer |
| Advertising | The paid use of a medium (television, radio, magazines, billboards, or newspapers - for example) to communicate a message to a target market. |
| Reasons for advertising | - To make money by selling the company's products. - To catch other's attention. - To inform the public of something important. - To advertise changes, for example, a location. |
| Advantages to the public from advertising | - It saves us time. - Saves time and money. - Keeps us safe from danger. |
| Target Market/Audience | Demographic profile (age, gender, class, lifestyle, etc) is important when targeting a certain group. |
| Main subject in ad | - status and appearance are important - body language - photography techniques used - objects used in background |
| Use of colour | - presents a realism that is difficult to portray in black and white. - different colours have different associated meanings |
| Typography (type-size, type-style, font) | - certain fonts for example may appeal to a younger audience - placement can influence customers - use of space (amount of white space for example can direct the eye to a certain area) - may try to shock customers by using an unusual headline or shocking image which do not fit the product to get attention - the headline should offer a benefit, state a fact, or shock the reader to attention - the slogan should be easily remembered; it is a catchy saying associated with the company - copy - written information about the product or service in the ad - usually explains the features and benefits of the product or service in the ad - it should be direct, imaginative, and easily read - logo - words or mages associated with the company - placed on all merchandise and in all ads typically |
| Music and Sound | - e.g. Gap commercials - chosen to reflect the target market's tastes - should get audience's attention immediately (sudden sound, lack of sound, etc) - some jingles (slogans put to music) remain in people's minds long after the commercial is over |
| Message | Every company is trying to send a message through their ad. - the message can be implied; implicit (not directly stated - e.g. if a beautiful woman is standing beside a men next to a sports car, the message may be that you will get a beautiful girlfriend if you purchase the man's vehicle - the message can be directly stated; explicit - e.g. the ad may indicate that Dove soap will keep you clean; this message is very direct and explicit |
| Appeal to Authority | - well-known actors and sports celebrities often appear - e.g. Wayne Gretzky endorsing Ford - suggests that this product or service will make the consumer as wealthy, famous, talented, or beautiful as the spokesperson |
| Sex Appeal | The use of sexual images or words to sell a product or service. |
| Snob Appeal | - the suggestion that the consumer will join the ranks of the elite by using the service or product - 'She lives in Oakville. She spends her winters in the Swiss Alps. She drives a BMW. Her perfume - TUSK.' |
| Appeal to Tradition | Emphasizes experience and number of years of service or product being used. |
| Compliment the Consumer | - butters up the consumer with flattery - 'We think a cigar smoker is someone special.' |
| Patriotism | - purchasing the product or using the service shows your love of your country - the company will boast about the product being made in Canada for example or that it employs Canadian workers |
| Magic Ingredients | Suggests that a miraculous discovery makes the product exceptionally effective (e.g., special coating). |
| Weasel Words | - words or claims which appear to be substantial at first, but disintegrate into hollow words (meaningless) - e.g. virtually, helps, fight, works, acts, strengthened, best, etc - 'Leaves dishes virtually spotless'. |
| Plain Folks | - reverse snob appeal - 'Good ol' boys like us believe in plain, good quality items. None of this fancy stuff.' - emphasizes quality for a good price - talking down to the majority of people in order to appear to be one of them |
| Appeal to Excellence | Emphasizes that consumers should not settle for second best (only the best). |
| Bandwagon | - everyone has the product or is using the service - e.g. Canada's #1 bestseller |
| Facts and Figures | - implies that figures and statistics prove a point beyond dispute - 'The only headache tablet with 30 mg of pain reliever.' |
| Hidden Fears | - exploits a person's hidden fears and insecurities - 'Don't lose friends. Use Sweet-Pit, the friendly deodorant.' |
| Repitition | - the constant statement of an idea in order to fix the image of the product or service in a person's mind - 'Finally - Natural Glow! The natural shampoo with nature's ingredients to bring out the natural glow in you!' (word repeated is natural/nature) |
| Advantages | Freebies, coupons, etc. |
| Scientific Jargon | - implies that the product/service is effective since it is scientifically based - 'Drink Eau-Boire, the mineral water with H2O.' |
| Ideal Children | - using children who seem 'perfect' to sell the product/service - e.g. Mikey in the french fry commercial; babies in the diaper ads |
| Emotional Response | - images of families, children, poverty, injuries, accidents, etc. Used to make emotional responses. - e.g. child with a bloated stomach for World Vision; one-eared cat for Toronto's Humane Socity; baby crying in crib for Mothers Against Drunk Driving |
| False Transference | - advertisers use the implied transfer of positive qualities from a person or object to the product/service - e.g. orange is shown beside a box of juice implying that the ingredients are fresh and all natural; actor, Tom Hanks, known for his sincerity endorses an insurance company |
| Pets/Mascots | - cute/cuddly pets or cartoon, animated, or life-like mascots may be used to sell the product/service - e.g. Koolaid pitcher for Koolaid; happy face for Walmart; golden retriever puppies for Dirt Devil vaccums |
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