Download The Emergence of Advertising in Consumer Society: A Historical Overview and more Quizzes Banking Law and Practice in PDF only on Docsity! TERM 1 Triangle of Capitalism DEFINITION 1 -Production-Distribution-ConsumptionEmergence of technological advances such as trains, canals, etc. led to increase in production and distribution, but not consumption. Thus, advertising was created to increase consumption TERM 2 The three components of Advertising DEFINITION 2 1. Notice/announcement, persuasion2. Paid for by merchant3. Separate industry that makes the ads TERM 3 Space Broker DEFINITION 3 -Independent business owner, around late 19th century- Would find businesses to advertise in media spots- The "middle man" between the business and the media TERM 4 Space Wholesaler DEFINITION 4 - Different from broker- Dealt with greater volume of clients and media- Would go to media first to find the space, then to businesses to fill the space- More efficient and simplified than space brokerage TERM 5 Specialized Roles in agencies (bureaus) DEFINITION 5 Editorial bureau- wrote the words for the adArt bureau- designed the adEngraving bureau- produced the adDetailed bureau- coordinated the other departmentsProduction bureau- Kept track of the process TERM 6 Consumer Society DEFINITION 6 -emerged in early 20th century-Buying and using goods as opposed to selling or making TERM 7 Department Store DEFINITION 7 - opulent retail establishments that served to make shopping something more than buying, but an experience TERM 8 Branding DEFINITION 8 - Advertising beyond notices and announcements- Fits the needs of a consumer society- Brand is not a product, but the whole entity of what that product represents - Example: Bounty paper towels is not a brand, but the super absorbancy it advocates creates the brand- Products shifted from mere utilities to solutions to problems TERM 9 Paradigm in consumer society DEFINITION 9 - Refers to a particular way in how products are manufactured and how they are advertised TERM 10 Producer-led paradigm DEFINITION 10 - Paradigm in which the manufacturing company advertises a product based on how it was made- Stressed functionality over style- 2 ways to achieve functionality in production Search for the "perfect" functional design OR standardize product to minimize costs and maximize sales TERM 21 "Hip consumerist" advertising DEFINITION 21 - A claim in advertising that if you buy the right product, it is a sign of hipness/daring- Example: "Don't be fooled by these other products..." TERM 22 Hip consumerism DEFINITION 22 You buy this product to: Express freedom Not conform Be the real you Reject consumer society (BUT by depending on it) TERM 23 Components of an ad campaign (3) DEFINITION 23 - Objective- Plan- Tactics TERM 24 Stages of ad campaigns DEFINITION 24 - Pioneering- Competitive- Retentive TERM 25 Market Segmentation DEFINITION 25 - Segmenting out a specific target market for an ad campaign- No ad tries to reach every target audience
