Term
| "What Happens in Las Vegas, Stays in Las Vegas." Why was this approach used? |
|
Definition
|
The Las Vegas Convention and Visitors Authority (LVCVA), partnered with R&R Partners (an advertising agency) decided Vegas was losing exclusivity by presenting themselves as a "family-friendly" place and decided to return to a risque approach to make themselves stand out. Came up with "Only in Vegas" so people could feel free to let lose while in Vegas, but they had to be there to experience that freedom. Some sacrifices: cannot advertise during NFL airtime (e.g., Superbowl) but edginess made them stand out, making the sacrifice worth it.
|
|
|
Term
| How are companies today taking a different approach in developing their marketing communications programs? |
|
Definition
|
They integrate their advertising efforts with a variety of other communication tools such as: - websites on the Internet
- direct marketing
- sales promotion
- publicity and public relations
- entertainment marketing
- sponsorship of events
|
|
|
Term
| What is an integral part of the overall marketing program for most companies and organizations? |
|
Definition
|
|
Term
| What is changing the way companies approach marketing as well as advertising and promotion? |
|
Definition
- the fragmentation of mass markets
- the rapid growth of the Internet and other new digital media
- the emergence of global markets
- economic uncertainties
- the changing lifestyles of consumers
|
|
|
Term
| What is critical to the success of every company? |
|
Definition
|
Developing marketing communications programs that are responsive to the changes in society.
|
|
|
Term
| What are an integral part of our social and economic systems? |
|
Definition
|
Advertising and promotion
|
|
|
Term
| What has advertising evolved into in our complex society? |
|
Definition
|
A vital communications system for both consumers and businesses
|
|
|
Term
| What has given advertising and other promotional methods a major role in the marketing programs of most organizations? |
|
Definition
|
Their ability to deliver carefully prepared messages to target audiences
|
|
|
Term
| How have advertising and sales promotion expenditures changed in the U.S. in the past 25 years? |
|
Definition
|
In 1980, advertising expenditures were $53 billion and sales promotion techniques were $49 billion. By 2005, advertising expenditures were over $276 billion and sales promotion were nearly $300 billion. This is more than $30 a week on every man, woman and child in the country.
|
|
|
Term
| What does the tremendous growth in expenditures for advertising and promotion reflect in part? |
|
Definition
|
The growth of the U.S. and global economies and the efforts of expansion-minded marketerst to take advantage of growth opportunities in various regions of the world. Also, marketers around the world recognize the value and importance of advertising and promotion.
|
|
|
Term
| What are some popular views of marketing? |
|
Definition
- individual activities that constitute the overall marketing process
- it primarily involves sales
- consisting of advertising or retailing activities
- market research, pricing, or product planning
|
|
|
Term
|
Definition
|
|
