Details

Title: Principles exam 1

Description: spring 2009

Total Flash Cards: 11

Created: 02/19/2009 20:17:21

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Additional Journalism Flashcards

Cards in this set:

Term
What are the three dimensions of creating great ads?
 Definition
1. strat sounds
2. strong concept
3. Well Executted
Term
Advertising MUST
 Definition
be paid for
be delievered via the mass media
attempt to persuade
Term
advertising is and is not
 Definition
IS
non personal
about ideas services and products
aims to persuade

IS NOT
not paid for
psa
delivered face to face
Term
Consumer or household audience
 Definition
most mass media is directed here

very fine/narrow audience discriptions can be made

mcdonalds, aig insurance, etc.
Term
Business Audience
 Definition
Focused at firms that produce industrial goods and services

ex: staples

require personal selling but advertising promotes awareness and positive attitude
Term
Trade Audience
 Definition
retailers, wholesalers, distributers

ex: capenters, nail techs

has a "word of mouth" aspect to it

most often use personal selling
Term
professional advertising
 Definition
drs lawyers, anything with required certification

rely on terminology and circumstances understood by certain professionals

Advertise in trade journals
Term
selective demand
 Definition
points out unique benefits
Term
institutional advertising
 Definition
nordstrom putting clinique products in their advertisments
Term
product advertising
 Definition
products unique features
Term
 Definition