AD People and things
In Canada, who regulates the dos and don'ts of advertising
Competition Act/Competition Bureau
What is a brand?
A products personality
What are the best and worst words in advertising?
YOU and UNIQUE
What does the PESO model stand for?
Payed, earned, shared, owned.
Where do you put bias in a news release?
The quotes
Who is the "Father of Advertising"
What are two things that make something Hacky?
Cliché, done to death, gross, untrue, invokes stereotypes, bad grammar, plagiarized, confusing, boring
Logo, Location, date of issue, and boilerplate
What does the race model formula for?
Research, Analysis, Communication, Evaluation
Who is the "Father of Public Relations"
Ivy Lee
This person invented the printing press
Gutenberg
These are the 4 P's of Marketing
Product, place, price, promotion
What is Copy testing?
The evaluation of communication materials to assess their effectiveness in conveying intended messages.
What are the four models of PR
Publicity/Press agency, public information, two way symmetrical, two way asymmetrical
What is Public Relations?
Public relations is management of relationships between an organization and its diverse publics.
To achieve mutual understanding
This group wrote the Alcohol Beverage Advertising Guidelines.
Ad Standards Canada
Acquisition, Monetization, Engagement, Relevancy & Awareness
What is an ad campaign?
A series of coordinated ads with the same look/tagline. One administrator, many media
Who, what, when, where, why, how are the 5 W's. What are the additional 5?
What will it cost? Who wins? Loses? Who cares? What's next?
What types of things are included in a Media Kit? Give me 5
Boilerplate, team bios and quotes, Logo variants, high resolution images, Videos and audio, contact information, social links, product/service fact sheet, other contextual information.
What are 5 examples of Direct inducements?
Co-op, coupon, discount, sample, P.O.P., loyalty, premiums, contests, rebates
These are the six types of headlines
News, dialogue, benefit, question, command, provocative
What are the 6 major guidelines in row Alcoholic beverage advertising clearance guide?
Can't encourage general consumption, must not promote irresponsible or illegal use, must not associate with social or personal achievement, Can't directly advertise to those underage, no association with motor vehicles, Can't have drinking be a part of a contest/promotion.
what are the 6 principles of persuasion?
Reciprocity, Scarcity, Authority, Commitment & consistency, liking, Consensus + social proof
What makes something Newsworthy? (8)
Impact, timeliness, Prominence, Proximity, Novelty, Conflict, Currency, Human interest