Introduction to Advertising
What are the three basic functions of advertising?
The inform, persuade and remind.
What is market segmentation?
Dividing a market into distinct groups with common needs or characteristics
What document outlines an ad campaign’s strategy, objectives, target audience, and key messages?
The creative brief
What term refers to the total number of different people or households exposed to an advertisement?
Reach
What does IMC stand for?
Integrated Marketing Communications
What car brand recently launched the “Reimagine Everything” campaign promoting their electric SUV lineup?
Hyundai
What is the most important nonverbal communication skill when giving a presentation?
Eye contact
What is the difference between advertising and publicity?
Advertising is paid and controlled; publicity is free and uncontrolled
What is the difference between demographics and psychographics?
Demographics are facts like age and income; psychographics are lifestyles, attitudes, and values
What is the term for the “big idea” that drives an advertising campaign?
The creative concept
What does CPM stand for in media buying?
Cost per thousand impressions
Name two promotional tools commonly used in an IMC campaign.
Advertising, public relations, sales promotions, direct marketing, personal selling
What company's "Find Your Good" campaign focuses on celebrating athletes of all abilities?
Nike
What is the term for the outline or brief notes a presenter uses to stay organized without reading word-for-word?
Speaking notes or an outline
What is the term for a brief, memorable phrase used in advertising campaigns?
A slogan or tagline
What is a "persona" in advertising?
A fictional representation of a typical customer
What is brainstorming in the creative process?
A technique where groups generate ideas without immediate judgment
What is frequency in advertising?
The number of times an individual is exposed to a message over a specific period
What is the main goal of an IMC strategy?
To deliver a consistent message across all marketing channels
Which tech company launched an ad in 2025 focusing on the theme "AI for All"?
Microsoft
Which car brand used the slogan "Think Small" in its 1960s campaign to revolutionize advertising for compact cars?
Volkswagen
Name two major types of advertising classified by purpose.
Product advertising and institutional advertising
What does the term "consumer behavior" refer to?
How individuals or groups select, purchase, use, or dispose of products
What are the two key parts of an advertisement’s message strategy?
The verbal message and the non-verbal message
What is the difference between traditional media and digital media?
Traditional media includes TV, radio, print; digital media includes online platforms and mobile apps
What IMC element focuses on building and maintaining a positive image with the public?
Public Relations
What candy brand revived its classic characters in a 2025 campaign to promote a new product line?
M&Ms
What event is happening this weekend at GCC?
The fashion show and have you signed up to volunteer and/or received your free ticket yet?
What important 20th-century innovation allowed advertising to reach mass audiences quickly for the first time?
The Radio
What is the concept of "consumer behavior," and how does it influence advertising strategies?
Consumer behavior refers to the actions and decision-making processes of individuals when purchasing and using products, and understanding it helps advertisers tailor messages, identify target audiences, and choose appropriate media channels
What term describes using different creative executions (ads) to test which is most effective before a full launch?
Concept testing or A/B testing
What term describes when consumers actively avoid ads, such as skipping commercials or using ad blockers?
Ad avoidance
What is the main difference between direct marketing and mass marketing?
Direct marketing targets individuals directly; mass marketing reaches a broad audience
What beverage brand's 2025 campaign used interactive QR codes on cans to unlock personalized playlists?
Coca-Cola
What unique facility at GCC hosts exhibitions, events, and showcases creative student work?
The Roz Steiner Art Gallery