Details Title: Advertising Midterm Description: Ch.1 Total Flash Cards: 16 Created: 10/14/2008 20:15:11		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term Advertising=Marketing Communication Definition All com. techniques marketers use to reach their customers/deliver messages. Term Four Components of Advertising Definition Strategy (Objectives), Creative Idea (Ad's central idea)  Creative Execution Media (Deliverance in a medium)   Term Marketing Definition Process a business uses to satisfy consumer needs/wants by providing goods/services. Term Marketing mix: 4 P's Definition Product, Price, Place/Distribution, Promo Term Brand Definition Identity of a particular product; distinguishes from competitors Term Two Advertising Techniques for Advertising Definition Hard-sell: reasons to persuade consumers   Soft-sell: build a brand image through consumer emotions.   In your face blunt to the point vs. cute/cuddly/funny   Hard sell=Economizing advertising (a bargin) Soft sell= Non-price benefits advertising Term Brand Advertising Definition Focus on the development of a long-term brand identity/image Term Business to Business (B2B) Advertising Definition Not directed at general consumers. Advertisers place most business advertising in professional publications (Forbes in Fortune 500 Mag.)   Term Institutional Advertising Definition (Corporate Advertising) Messages focus on corporate identity or winning public opinion over to the corporation's side. Term Public Service Advertising Definition Communicates a message of a good cause. PSA's. Term Advertiser Definition Company/org. that uses advertising to send out a message about its business. Term Advertising Agency and In-house Agency Definition Advertisers hire agencies to plan/implement their advertising efforts. Agencies create, produce, and distribute advertising.     Companies that need control over their advertising or budget saving do their own, in-house advertising Term Media Definition Channels of communication that carry message from advertiser--> audience. Term Suppliers/Vendors Definition Group of service orgs. that help advertisers, agencies, and media in creating/placing ads   Ex. Writers, photographers, directors, producers Term Targeting/Target Audience Definition Targeting= "Acquiring Target" the desired audience for the ad message   Target Audience= The decided demographic Term Integrated Marketing Communication (IMC) and  Stakeholders Definition Unifying all marketing comm. msgs/tools so a consistent/persuasive msg is sent promoting brand's goals.   Stakeholders= all people who have interest in the brand