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REVIEW QUESTIONS
1-4. Analyze the Old Spice campaign discussed in this chapter and compare its
key aspects to the modern definition of advertising.
The Old Spice campaign illustrates how advertising has evolved in complexity over the
past four decades. When the current campaign is contrasted to its original from 1953,
Along with television commercials, Procter and Gamble used YouTube, Facebook,
Twitter, and the brand’s website to get people talking about the brand. In addition,
The modern definition of advertising embraces interactivity between brand and
consumer, the importance of word-of-mouth, and the effective use of digital and social
1-5. Advertising plays four general roles in society. Define and explain each one
in the context of the “1984” commercial featured in the chapter.
Advertising plays a marketing, communications, economic and social role in our society.
The 1984 commercial transformed a product into a brand by creating an image and
personality for the Macintosh, as well as meaning for the brand. This is an example of
1-6. What are the four components of advertising and what key concepts and
practices do they represent?
The four key components of advertising are:
Strategy: This is the logic and planning behind the advertisement. It is stated through
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Message: The concept behind a message and how it is expressed based on research
Media:Various media have been used by advertisers over the centuries including print,
broadcast, outdoor, and now digital media. Targeting ads to prospective buyers is done
Evaluation: Effectiveness means meeting objectives. In order to determine if
objectives have been met, there must be testing. Standards are set by professional
1-7. Trace the evolution of advertising and the current developments that
shape the practice of advertising. What are the most important periods in
the development of advertising and what changes did they bring?
The evolution of advertising is divided into five stages. They are:
The Early Age of Print:Mechanized printing spurred literacy levels, which
encouraged businesses to broaden the reach of their advertising. Ads from these early
The Early Age of Agencies: The 19th century introduced the beginning of what we
now recognize as the advertising industry. During this era, some of the largest
The Scientific Era:In the early 20th century, modern professional advertising adopted
scientific research techniques. Advertisers believed they could improve advertising by
blending science and art. During the 1930s and 1940s, Daniel Starch, A.C. Nielsen,
The Creative Revolution:The creative power of agencies exploded in the 1960s and
1970s, a period marked by the resurgence of art, inspiration, and intuition. Largely in
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The Era of Accountability and Integration:Starting in the 1970s, the industry-wide
focus was on effectiveness. Clients wanted ads that produced sales, so the emphasis
was on research and measurement. Agencies recognized that their work had to prove
The Social Media Era: Advertising and marketing communication practices have
been turned upside down with the emergence of digital and social media. Digital and
online communication became important in the early part of the new century when
1-8. Who are the four key players in the world of advertising, and what are
the responsibilities of each?
The Advertiser: Advertising begins with the advertiser, the company or organization
that uses advertising to send out a message about its products. The advertiser initiates
the advertising effort by identifying a marketing problem that advertising can solve.
The Advertising Agency:Advertising agencies create, produce and distribute the
messages. Advertisers hire independent agencies to plan and implement part or all of
their advertising efforts. This working arrangement is known as the agency-client
partnership.An advertiser uses an outside agency because it believes the agency will
The Media: Themediais composed of the channels of communication that carry the
message from the advertiser to the audience. We refer to these media as vehicles
because they deliver messages, but they are also companies, such as your local
Professional Suppliers and Consultants: The fourth player in the world of advertising
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1-9. We discuss five categories of agency jobs. Explain each one and identify
where your own personal skills might fit in.
Account Management
The account management department acts as a liaison between the client and the
agency. It ensures the agency focuses its resources on the client’s needs. The account
team summarizes the client’s communication needs and develops the basic “charge to
the agency.” Once the general guidelines for the campaign have been established, the
account management team supervises the day-to-day development of the campaign or
ad. Account management in a major agency typically has three levels: management
Account Planning and Research
The account planning groupgathers all available intelligence on the market and
consumers and acts as the voice of the consumer, making recommendations based on
Creative Development and Production
A creative group includes people who write (copywriters), people who design ideas for
print ads or television commercials (art directors), and people who convert these ideas
Media Planning and Buying
Agencies that don’t rely on outside media specialists have a media department that
recommends to the client the most efficient means of delivering the message to the
target audience. That department has three functions: research, planning and buying.
Internal Operations
The departments that serve the operations within the agency include the traffic
department, print production, as well as financial services and human resources. The
traffic department is the lifeblood of the agency, and its personnel keep track of
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1-10. What are the three major challenges affecting the current practice of
advertising? How does each contribute to the changing landscape of the
industry?
One of the biggest changes impacting the advertising industry is the changing media
environment. The big bomb that has fragmented the media world is digital media, which
appear in so many different forms that it’s impossible to keep up with them. The
Another major change is the emergence of user generated content, which got started as a
trend in 2009 when CareerBuilder dismissed its agency and took its advertising in-house
because they wanted ordinary consumers to create its ads. This move not only engaged
The concern about effectiveness continues. Effective ads are ads that work, that is, they
deliver the message the advertiser intended and consumers respond as the advertiser had
hoped. Advertising works only if it has achieved its intended objectives. Often, the
marketing managers who hire agencies are under pressure from their superiors to defend
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