Details Title: Advertising & PR Chapt 1-10 Description: MKT 207 Total Flash Cards: 47 Created: 03/01/2007 16:48:45		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 Definition of Advertising Definition any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. Term Definition of Promotion Definition the coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods or services or promote an idea. Term Advertising is used by... Definition Business firms, social agencies, professionals, and non-profits Term Describe IMC Definition Integrated Marketing Communications - A marketing communications planning concept that recognizes the value of a comprehensive plan and uses several communication disciplines (Direct Mkting, Advt., Sales promo, etc.). Combines these to provide max. benefit for a lower cost. Term The Promotional Mix Definition Advertising, Personal Selling, Sales Promotion, Public Relations, Direct Marketing Term Some reasons for growing importance of IMC Definition Shift from media advertising to other forms, rapid growth of database marketing, rapid growth of internet, increasing importance on branding Term Advantages for Advertising Definition Advertiser controls message, cost effective way to communicate, can be effective with consumer Term Disadvantage of Advertising Definition High costs, Credibility problems, Difficulty in determining effectiveness Term Define Market Segmentation Definition Dividing up a market into distinct groups that (1) have common needs and (2) will respond similarly to a marketing action Term Define Target Marketing Definition Different marketing strategies are used to satify different consumer needs Term Steps in the Target Marketing Process Definition Identifying markets, segmenting market, target segments, and positioning on'es product through marketing strategies. Term Definition of Positioning Definition the science of fitting the product to one or more segments of the broad market in such a way as to set it apart from the competition Term Definition of Positioning Definition the science of fitting the product to one or more segments of the broad market in such a way as to set it apart from the competition Term Define Brand Equity Definition an intangible asset of added value that results from favorable image of consumer attachment to a company name Term Push Strategy Definition Goal is to push the product through the channels of distribution by aggressively selling and promoting the item to resellers Term Pull Strategy Definition Spending money on advertising and sales promotion efforts directed toward the consumer and trying to create demand. Term DAGMAR stands for Definition Define Advertising Goals for Measuring Advertising Results Term Print Media Definition Publications such as newspapers and magazines Term Media Vehicle Definition specific message carrier, such as the Washington Post Term Coverage Definition the potential audience that might receive the message through the vehicle Term Reach Definition actual number of individual audience members reached at least once by the vehicle in a given period of time Term Frequency Definition The number of times the receiver is exposed to vehicle in a specific time period Term CDI stands for Definition Category Development Index Term BDI stands for Definition Brand Development Index Term BDI = Definition (% brand sales to total sales / % population in market) x 100 Term CPI = Definition (% product category / % total population in Market) x 100 Term Centralized advertising organization Definition the advertising manager control the entire promotions operation for all the companies products. Term Decentralized system Definition (Usually used by larger companies) Seperate departments for various divisions. Term Types of Ad agencies Definition Full-Service (does all), Account services (link between agency and client), Marketing Services (research), Creative Services (creation of ads) Term Types of Agency compensation Definition Fee arrangement, Cost-Plus, Incentive-Based, Commission, Percentage Term Reasons agencies lose clients Definition Poor performance, communication, unrealistic demands, personality conflicts, declining sales Term How agencies gain clients Definition Referrals, Solicitations, Presentatins, Public Relations, Image and Reputation Term Marketing Objectives Definition Quantifiable objectives defined in terms of specific outcomes such as sales volume, market share, and profits. Term Communication Objectives Definition Communication goals set to create favorable presispositions toward a brand; not quantifiable but more long-term oriented. Term What is DAGMAR Definition setting advertising objectives and measuring the results of an ad campaign Term Top-Down approach to budgeting Definition Buget is set at executive level and passed down to departments Term Bottom-Up / Build-Up Definition A more effective strategy is to consider the firm's communications objectives and budget what is necessary to attain these goals. Term Avertising Creativity Definition the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems Term Advertising appeal Definition Approach used to attract the attention of consumers to influence their feelings toward the product. "something that moves people" Term Advertising execution styles Definition Straight sell, Scientific Evidence, Demonstration, Comparison, Testimonial, Slice of Life, Animation, Personality symbol, Imagery, Dramatization, Humor, Combinations Term Emotional appeals Definition Relate to customers social needs for purchasing a product Term Components of print ad Definition Direct or Indirect Headline, Subheads, body copy, Term Media Planning Definition series of decisions involved in delivering the promotional message to the purchaser Term flighting Definition less regular shcedule to advertising with breaks. Heavy ad's sometimes and none at others Term Continuity Definition Continuous pattern of advertising schedule Term Pulsing Definition Combination - continuity is maintaned but at times efforts are stepped up Term Unique Selling Proposition Definition An advertising strategy that focuses on a prodcut attribute that is distinctive to the brand and offers a specific benefit to the customer