Term
| 19th Century advertising growth factors |
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Definition
•1839 Photography
• Mass production
• National rail system, telephone, telegraph
• Magazines 1840’s
• Volney Palmer 1843
• Civil war
• Ayers 1868 first commission system
complete campaign
• 1882 Proctor and Gamble Ivory soap with
unprecedented $11,000 ad budget.
• 1896 Rural free mail delivery
• No formal regulation |
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Term
| Unique Selling Proposition (USP) |
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Definition
• Rosser Reeves – USP product
differentiation |
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Term
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Definition
1729 Ben Franklin
• begins publishing the Pennsylvania Gazette in Philadelphia,
which includes pages of "new advertisements." |
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Term
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Definition
| women shown as weaker than men in advertismens |
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Term
| advertising and the business cycle |
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Definition
| strategy-->creative idea-->execution-->media |
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Term
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Definition
| advertisers set the price of products |
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Term
| advertising and impact on competition |
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Definition
| advertising affects competion, good advertising=good sales |
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Term
| definition of advertising |
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Definition
Al Lasker “Salesmanship in print.”
• A usually paid form of
communication
• Structured
• Identified sponsor
• Tries to persuade or influence
• Conveyed through a variety of
media
• Nonpersonal |
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Term
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Definition
| • Volney Palmer 1843 first advertising representative |
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Term
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Definition
| 1868 first commision system, complete campaign |
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Term
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Definition
| hidden messages in ads that are either there on accident or on purpose to appeal to your unconcious senses. |
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Term
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Definition
| keeping ads socialy acceptable and not crossing the line. |
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Term
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Definition
| advertisers shift focus to war effort and come out as "good guys" again |
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Term
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Definition
| invented the printing press |
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Term
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Definition
| federal trade commission, regulates deception,substatiation, unfairness |
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Term
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Definition
| FTC remedy for unfair advertising |
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Term
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Definition
| unfair and deceptive ad remedy by the ftc |
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Term
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Definition
| exaggeration in ads ex: Americas favorite pasta |
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Term
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Definition
Deception
Must mislead the consumer
“Reasonable Consumer”
Must lead to material injury |
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Term
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Definition
| add the clause "unfair or deceptive acts or practices in commerce are hereby declared unlawful" to the FTC |
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Term
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Definition
1980- Does the commercial speech at issue concern a
lawful activity?
– Will the restriction of commercial speech serve the
asserted government interest substantially?
– Does the regulation directly advance the
government interest asserted?
– Is the restriction no more than necessary to further
the interest asserted? |
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Term
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Definition
in house review boards and procedures
• Every element of a proposed ad should be evaluated
by an in-house committee or lawyers
American Association of Advertising Agencies
(AAAA)
American Advertising Federation (AAF)
Association of National Advertisers (ANA) |
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Term
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Definition
National Advertising Division (NAD) site
National Advertising Review Board (NARB) |
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Term
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Definition
| ex: anti smoking ads produced by the tobacco companies |
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Term
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Definition
| FTC orders you to pull the ad immediatly |
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Term
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Definition
| fda regulates ads for food and drug, FCC regulates what content can be on commercials |
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Term
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Definition
| the before and after ads for weightloss programs |
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