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Advertising 3008 - Exam 1
Chapters 1,2, & 3
76
Advertising
07/08/2013

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Term
What is advertising?
Definition
Advertising is a paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers (a target audience), provide information about products (goods, services, and ideas), and interpret the product features in terms of the customer’s needs and wants.
Term
what is marketing communication?
Definition
a broad term that refers to all the communication techniques marketers use to reach their customers and deliver their messages.
Term
What are the three stages of the evolution of advertising?
Definition
Identification, Information, Persuasion
Term
Identification
Definition
goes back thousands of years, this stage of advertising merely identified a place of business and the type of goods available
Term
Information
Definition
Advances in printing technology expanded literacy, making commercial messages available to the masses
Term
Persuasion
Definition
Industrial Revolution brings mass production and mass distribution,
An abundance of goods competing for the consumers attention meant that the producer of goods had to be more convincing in describing the product.
Term
What are the five basic attributes of modern advertising?
Definition
1.)Paid communication
2.)sponsor is identified
3.)reaches a broad audience
4.)conveyed through mass media and interactive media
5.)seeks to inform or persuade about a product
Term
What does direct response advertising have the ability to do?
Definition
to address individual members of the audience, especially when using digital communication
Term
What are the five parts of marketing communication? (Promotional toolkit)
Definition
Publicity
Public relations
Direct-response
Specialties
Advertising
Term
What is advertising's marketing and communication role?
Definition
It transforms a product into a distinctive brand by creating an image, a personality
Term
What is advertising's economic and societal role?
Definition
It works to create demand for brands and lower prices for consumers.
It shapes our self-image and sense of style through things we wear and use.
Term
What other two ways does advertising work?
Definition
through emotional appeals and appeal to rational thought
Term
What are the seven major types of advertising?
Definition
Brand advertising
Retail or local advertising
Direct response
Business-to-business (B2B)
Institutional or corporate
Non-profit
Public service
Term
Brand advertising
Definition
focused on long-term brand identity and image
Term
Retail or local advertising
Definition
selling merchadise in a geographical area
Term
Direct Response Advertising
Definition
tries to get the consumer to do something quickly
Term
B2B and Institutional or Corporate
Definition
one business selling to another business
Term
Public Service Advertising
Definition
provides messages on behalf of some good cause
Term
What are the four key components to effective advertising?
Definition
Strategy, Media, Message and Evaluation
Term
Strategy
Definition
is the logic behind an advertisement stated in objectives that focus on areas such as sales, emotional appeal, or brand reputation.
Term
Message
Definition
is the concept behind a message and how it is expressed based on consumer insights.
Term
Media
Definition
Targets prospective buyers by matching their profiles to media audiences.
Term
Evaluation
Definition
Based on strategic objectives and professional standards
Term
What is a brand?
Definition
a perception, often with an emotional connection, which results from experiences with and information about a company or a line of products.
There are tangible elements (look, price, packaging) and intangible elements (the experience that the consumer takes away from the brand, and also the relationship that they develop with that brand)
Term
Today, the consumer is in charge because of the improvement of technology and social media
Definition
Term
Organizations will inevitably be branded, whether it is intentional or unintentional, because of their existence and interaction with consumers
Definition
Term
What is a brand the unified vision of?
Definition
a unified vision (the art) and a complex system of activities (the science)
Term
What does marketing communication deliver to brands?
Definition
Ideas and images that have an impression, the personality and perceptions cannot easily be copied
Term
What is an effective ad?
Definition
deliver the message the advertiser intended, and consumers respond to as the advertiser hoped they would - the success is determined through pre-determined objectives
Term
What are the platforms involved in Integrated Marketing Communication?
Definition
advertising, public relations, events and sponsorship, direct response.
Term
Who does brand meaning belong to?
Definition
Customers, because it is derived from the customer's personal experiences
Term
What are the components of brand identities?
Definition
they are distinctive, create an association, offer a benefit, carry a heritage, simple, associated with an image/logo
Term
Brand position
Definition
identifies the location a product or brand occupies in consumers’ minds relative to competitors.
Term
Brand promise
Definition
identifies key selling points for the product.
Term
Brand image
Definition
is a mental picture or idea about a brand that contains both associations and emotions.
Term
Brand personality
Definition
symbolizes the personal qualities of people you know.
Term
Brand Value
Definition
lies in the power of familiarity and trust to win and maintain consumer acceptance.
Term
What two forms does Brand value take?
Definition
Value to the consumer, value to the organization
Term
Brand equity
Definition
is the intangible value of the brand that stems from relationships with its stakeholders, as well as intellectual property, such as product formulations.
Term
Brand extension
Definition
The use of an established brand name with a related line of products.
Term
Co-branding
Definition
Uses two brand names owned by two separate companies to create a partnership offering.
Term
Brand licensing
Definition
The brand is rented to another business partner.
Term
Ingredient branding
Definition
The brand name is used in manufacturing, advertising or other promotion.
Term
What is the difference between marketing and selling?
Definition
marketing deals with thinking about customer needs and satisfaction, while selling focuses on the exchange of cash for the product
Term
Demand drives exchange
Definition
Term
What are the keys to marketing success success?
Definition
design, ease of use, distribution, pricing and marketing communication
Term
What are the four P's of marketing?
Definition
- identification, selection and development of a product
- price
- selection of a distribution channel to reach the customer's place
- promotional strategy
Term
What is marketing according to the american marketing association?
Definition
the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
Term
[image]
Definition
Term
What are the seven steps to the marketing process?
Definition
1.)research the consumer market
2.)set objectives
3.)segment the market and target specific markets
4.)differentiate and position the product
5.)develop the marketing mix strategy
6.)Execute
7.) Evaluate
Term
What is differentiation?
Definition
makes the brand stand out from its competition.
Term
Competitive Advantage
Definition
When a brand is different and superior
Term
What is positioning?
Definition
refers to how consumers view and compare competitive brands or types of products. can be done through differentiation
Term
Marketing Mix
Definition
[image]
Term
What is the first part of the marketing mix and what's important about it?
Definition
Product - design, performance and quality
Communication Important to build awareness, explain product, and set it apart
Term
What is pricing based on?
Definition
what the market will bear, the competition, what the customer can afford, the relative value of the product and the consumer's ability to gauge that
Term
Place
Definition
includes the channels used to make the product easily accessible to customers and the message it sends
Term
Channel Marketing
Definition
distributing a product through one or more distributor and retailer
Term
Viewer reaction may be affected by sensitivity to
Definition
the product category, the timing, whether viewer is alone or with others, the context
Term
Stereotype
Definition
a representation of a cultural group that emphasizes a trait or traits that may or may not communicate an accurate representation
Term
Puffery
Definition
advertising or other sales representations that praise the item to be sold with subjective opinions, superlatives, or exaggerations in a vague and general way, while stating no specific facts.
Term
Endorsers
Definition
must be qualified by experience or training to make judgments, and they must actually use the product. If endorsers are comparing competing brands, they must have tried those brands as well. Those who endorse a product improperly may be liable if the government determines there is deception.
Term
Cause Marketing
Definition
which is marketing that supports a good cause, is a common practice for many companies.
Term
Mission Marketing
Definition
a higher level of social responsibility, aligns the basic business practices and position of a brand with some cause
Term
The oversight groups for advertising
Definition
[image]
Term
Trademark
Definition
a brand, corporate or store name, or distinctive symbol that identifies the seller’s brand and thus differentiates it from the brands of other sellers
Term
Copyright
Definition
gives an organization the exclusive right to use or reproduce original work, such as an advertisement or package design, for a period of time.
Term
The Federal Trade Commission Regulates Advertising for...
Definition
unfairness, deception, and violations
Term
Cease-and-desist order
Definition
When a practice is deemed deceptive and ordered to stop within 30 days by the FTC
Term
Storyboard
Definition
a visual plan or layout of the commercial, shows the number of scenes, composition of shots, and progression of of the action
Term
What is marketing?
Definition
The way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted.
Term
In the face of accusations that advertising creates demand and causes people to buy items they don't want, an important principle to remember is:
Definition
If people do not want the products being marketed, they don’t buy them.
Term
Critics say that advertising affects social values in what three key ways
Definition
dictating how people think and act, promoting materialism, heightening expectations
Term
What are the four principles of IMC?
Definition
1.)Every part of the marketing mix, not just marketing communication, sends a message
2.)Brand is the unified vision of art and science
3.)brand relationships drive brand value.
4.)Integration equals integrity.
Term
What are the four components in the marketing mix?
Definition
Price, Place, Product, Promotion
Term
What are the elements of promotion in the marketing mix?
Definition
Advertising
Public relations
Sales promotion
Direct response
Events and sponsorships
Point of sale
Digital media