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Concordia University Chicago Advertising Study Guide Questions

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Study guide questions for Advertising – BUS and Marketing 101 – Concordia Chicago

Advertising: the structured and composed nonpersonal communication usually meant to be persuasive

and about products. Advertising communicates both verbal and non-verbal elements.

Advertising:

1. Is a type of communication that is structured, and that is composed to fit in a space or medium.

2. Directed to a group of people

3. Paid by a sponsor

4. Usually persuasive

5. Identifies Sponsor

6. Transmitted through advertising media

What is an advertising medium? Any paid means used to present an ad to the target audience.

Examples would be radio advertising, newspaper advertising, etc.

However, a mass medium (plural for media), would include things like radio, tv, newspaper, etc.

The Human Communication Process

1. Source; the party formulating an idea

2. Encode: formulates an idea

3. Message: a sent idea

4. Channel: something that the message is being sent through

5. Receiver: another paty

6. Decode: understanding a message

7. Feedback

8. Noise

Barbara Stern Communication Model

She sees communication as literal text instead of mouth to mouth. She recognizes that in

advertising, the source, message, and receiver all have multiple dimensions.

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Marketing: the process of planning and executing the pricing and distribution of ideas, goods, and

services to make exchanges that satisfy individuals.

Marketing is a process, the marketing strategy determines advertising, it is aimed at satisfying

customer needs, and the ultimate goal of marketing is to earn a profit for a firm the exchange of

products or services with those customers who need or want them.

Marketing also includes the process developing products, pricing, and making things available to

customers.

The 4 elements of marketing include;

1. Product: high-tech advertising to draw attention of shoppers and viewers

2. Pricing: Pricing strategy affects advertising style. Sale advertising can sometimes be used to

draw the attention of customers that will create discounts to raise sales. Companies who

are price-competetive will often use this.

3. Place: Where ads take place affect how the product will sale. For example; international ads

will make more money than ads that are aimed at a small group or audience. Ads aimed at

a small groups are called local advertising. Companies that market several regions of the

U.S., use the major mass media called national advertisers, and of course, this is called

national advertising,

4. Promotion: personal selling and all go into these marketing objectives. The extent to any

company sells items like cars depends on their needs.

Chapter 2

Principles of Free-Market Economics:

1. Self-Interest: People and organizations pursue their own self-interest.

2. Complete information: Access by buyers and sellers to all information at all times about

what products are available, such as the quality and prices available.

3. Many buyers and sellers: Buyers can ensure that sellers can find customers who are

interested in the products they produce at a fair price. On the opposite, sellers can rely

on their buyers.

4. Social costs: sometimes the cost of sales may help or hurt people not involved in the

transactions. Government may use tax regulation to solve problem.

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Study guide questions for Advertising – BUS and Marketing 101 – Concordia Chicago Advertising: the structured and composed nonpersonal communication usually meant to be persuasive and about products. Advertising communicates both verbal and non-verbal elements. Advertising: 1. 2. 3. 4. 5. 6. Is a type of communication that is structured, and that is composed to fit in a space or medium. Directed to a group of people Paid by a sponsor Usually persuasive Identifies Sponsor Transmitted through advertising media What is an advertising medium? Any paid means used to present an ad to the target audience. Examples would be radio advertising, newspaper advertising, etc. However, a mass medium (plural for media), would include things like radio, tv, newspaper, etc. The Human Communication Process 1. 2. 3. 4. 5. 6. 7. 8. Source; the party formulating an idea Encode: formulates an idea Mess ...
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Tags: Advertising nonpersonal communication Advertising Medium target audience communication model