9990 · 2.5.1
Types of advertising and advertising techniques flashcards
Revision flashcards for Cambridge 9990 Types of advertising and advertising techniques (syllabus 2.5.1). Flip, recall, then mark a real past-paper question.
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Above-the-line (ATL) advertising?
Mass media — TV, radio, cinema, billboards — broad reach, high cost, brand awareness focus.
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Below-the-line (BTL) advertising?
Targeted promotions — email, samples, sponsorship, POS — direct, measurable, conversion focus.
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Emotional appeal?
Evokes feelings (happiness, nostalgia, fear) rather than rational product features — mood-dependent processing.
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Fear appeal?
Highlights negative consequences (e.g. smoking ads) — effective only if solution offered and audience feels able to act.
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Celebrity endorsement?
Transfers admired qualities to product via association — source credibility and attractiveness (2.5.2 ELM peripheral route).
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Associative advertising?
Links product with desirable lifestyle/image (not direct claims) — classical conditioning approach.
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What is 'product placement' in the context of advertising?
A persuasive technique where a branded product or service is intentionally and subtly placed within a film, TV programme, or other media. It aims to create a positive association by showing the product in a naturalistic context, bypassing audience resistance to traditional adverts.
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Define the 'scarcity principle' as an advertising technique.
A technique that increases a product's perceived value and creates a sense of urgency by suggesting it is in short supply. This is achieved through phrases like 'limited edition', 'only 3 left in stock', or 'sale ends Sunday', motivating consumers to purchase immediately.
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What is 'micro-targeting' in digital advertising?
The practice of delivering advertising messages to a very specific and narrow segment of the population. It uses detailed data including demographics, online behaviour, purchase history, interests, and location to ensure maximum relevance of the advert to the individual.
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Explain 'social proof' as a persuasive technique.
A psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situation. In advertising, this involves using testimonials, reviews, or highlighting a product's popularity (e.g., 'bestseller') to persuade consumers it is a good choice.
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What is the key difference between TV and specialist print advertising in terms of audience?
TV advertising typically targets a broad, heterogeneous mass audience with a single message. In contrast, specialist print advertising (e.g., in a magazine for cyclists) targets a narrow, homogeneous niche audience with shared interests, allowing for more tailored messaging.