The Persuaders Video

The Persuaders video was very interesting. It told me that advertising is all around, wherever we look they put in the term that i got a kick out of. They called it "cockroaches." The first part of the video also stated that the people that are making the advertisement are doing it for their own pleasure, not for the pleasure of the viewers. They want to win awards and be number one in the advertising business. Part 2 is talking about emotional branding. It is talking about how we feel when we see the advertisment. Advertisers are wanting to become the next big thing, and they are doing anything possible to become that, that mean slashing jobs, getting rid of companies that are not making any money. They want to be number one! Its a competition for them. They are saying where the loyalty lies, that is where the money is. It also talks about "love marks" which is an iconic place in your heart once you see an ad that you liked and felt something to it, another words an emotional ad that touched your heart. Part 3 is talking about paying more to experience less. Now-a-days ad agencies are intergrating products into movies and television shows, and its a big hit. In I AM SAM they used starbucks, and in SEX IN THE CITY they used the alcholic beverage absolute, and they created a whole segment for this on the television show. Not only are advertisers advertising their product, but singers are also. They are putting their music in ads to sell their cds. Part four is talking about change, and what the people want, its their secret passion. They have no idea by they buy things, they just buy it. Part 5 is talking about in with the good out with the bad. I thought this video was very interesting, it explained alot. There were many things that i did not no about the advertising company. I loved this video, it was very informating. Someday I hope to be that person that knows everything about the advertising agency.

Questions for exam 2

Chapter 3

Who is responsible for the total management of the brand including planning, budgeting, sales and profit performance?
-brand manager *
-advertising manager
-client
-advertising agency

What are the 5 roles played in a buying center?
-users, buyers, influencer, deciders, gatekeepers*
- users, buyers, seller, deciders, gatekeepers
- users, buyers, seller, deciders, bookkeepers
- users, buyers, influencer, deciders, sellers

Straight rebuy is:
-company needs to consider and evaluate alternatives
-firm has previously chosen a vender and wishes to make a reorder
-the company is buying the service for the first time

What is the major reason for an in-house agency?
-to reduce advertising and promotion costs
-provide related work such as sales presentations and sales force materials
-all of the above

Chapter 4

What is the first stage of the consumer decision making process?
-problem recognition*
-information search
-purchase decision
-alternative evaluation

What is the last stage of the consumer decision making process?
-problem recognition
-information search
- post purchase evaluation*
-alternative evaluation

What are the five hierarchy needs by Abraham Maslow?
- physiological, safety, grace/love and belonging, esteem, self actualization
- physiological, safety, social/love and belonging, self-control, self actualization
- physiological, attitude, social/love and belonging, esteem, self actualization
-physiological, safety, social/love and belonging, esteem, self actualization*

External sources of information include:
-personal sources
-marketer/controlled sources
-public sources
-all of the above*

Chapter 5


What are the three stages of the AIDA model?
-cognitive, sales, behavioral
-cognitive, innovative, behavioral
-cognitive, affective, behavioral*
-cognitive, optional, behavioral


Developing an advertising campaign management strategy is the ______ step in advertising management.
-first
-second
-third*
-forth

There are three academic disciplines that play a role in advertising research, what are they?
-math, English, physics
-speech, math, astronomy
-sociology, anthropology, psychology*
-math, speech, English

How many steps are involved in selecting an advertisng agency?
-6 steps*
-10 steps
-5 steps
-4 steps

Chapter 6

The five main elements of a creative brief are?
-objective, target audience, sales, support, idea
-objective, target audience, message theme, support, idea
-objective, target audience, sales, support, constraints
-objective, target audience, message theme, support, constraints *

How many stages are in the hierarchy of effects model?
-6*
-2
-3
-4


An incidental part or the primary theme of the ad is:
-people
-objects
-music*
-animations

_____ is the idea that there is a limited supply of the product?
-Withdrawal
-Scarcity*
-Scarce
-Limited Item

Chapter 7


How many types of messages strategies can be used?
-5
-4
-3*
-1

The primary goal of the conative messge strategy is?
-to elicit behavior*
-to sell a worthy product
-to spend as little as possible on an ad
-bring attention to the product

_______Is the best medium for demonstration-type ads?
-radio
-newspaper
-television*
-billboards

What are the four main types of sources or spokespersons?
-celebrities, CEOs, experts, and typical persons*
-clients, CEOs, experts, persons
-clients, CEOS, celebrities, persons