978-0133506884 Chapter 1 Solution Manual Part 1

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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

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

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

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

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