Objectives
What is a major difference between marketing and advertising?
Marketing is primarily concerned with sales and revenue, whereas advertising is concerned with communications and messaging.
How did media channels change over time as technology became more advanced?
Media channels became more interactive.
As a result, advertising also became more interactive.
True or False.
Marketing communications refers to the internal communication at a company.
False.
Marketing communications encompasses the many tools, such as advertising and PR, companies use to promote their products and services.
True of False.
According to ELM, in central route to persuasion, consumers have low level of involvement with the product or message even though they have high motivation to elaborate on the message.
False.
This type of data is readily available, either internally or externally, and can be gathered more quickly and inexpensively than the type of data you collect on your own.
Secondary data
Why do we conduct research in advertising?
To make informed decisions
What is the most significant difference the interactive model of communication has introduced to the relationship between consumers and brands?
There is now feedback between consumers and brands and consumers can now provide direct feedback to brands.
Which founding father is credited as using big fonts and letters in advertising?
Benjamin Franklin
Influencers are a type of _______ _______.
They influence what you buy, product opinion, and your way of thinking toward brands or products.
Reference group
What is the first step in the marketing research process?
Analyzing the situation and defining the problem.
What is a type of paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future?
Advertising.
True or false.
In a free market economy, when one company starts making significant profits, other companies also jump in to compete.
True
When a company deliberately coordinates and integrates messages from a variety of sources about its products or brands, it is practicing...
Integrated marketing communications (IMC)
This type of strong psychological and emotional connection with a brand prevents brand-switching behavior even when the competitors offer better pricing.
What is this connection called?
Apple hires students from universities well-known for having the best technology programs because Apple's brand draws these students to the company. Which of the benefits of having a strong brand is Apple capitalizing on?
Recruiting top talent.
True of false.
The chief function of the consumer protection agencies is to protect local consumers against unfair and misleading practices by area merchants.
True.
How does advertising contribute to the growth of a business cycle?
It creates/spurs demand
During the preindustrial age, who invented paper?
The Chinese.
And Europe had the first paper mill by 1275.
According to the Asch's conformity experiment, why do people start changing their answers?
They start doubting their senses.
You figure they know something you don't.
As children are often the target of junk food and fast food advertising, such advertisements are heavily regulated since it can lead to health problems such as obesity in children and also as adults.
What kind of advertising impact is this illustrating?
Long-term, macro impact of advertising.
What is the objective of market segmentation?
To address the needs of unique groups of people through more specialized products.
That is, to find the most appropriate target audience.
Name one area of regulation is FTC is primarily concerned with?
Deception, comparison, endorsements, demonstrations, bait and switch
This advertising medium helped make the advertising industry a focus of great attention during the Golden Age of Advertising.
Television
According to Maslow's hierarchy of needs, what need do premium luxury vehicles like Tesla fall under?
Esteem or self-actualization need (the top of the pyramid)
In Pavlov's classical conditioning experiment, what was the conditioned response?
Hint: the conditioned response is the response from Pavlov's dog in the absence of the original stimulus (food)
Salivating at the sound of the bell