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MKTG 350: 15
CHAP 15
65
Marketing
Undergraduate 3
11/21/2010

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Term
INSTITUTIONAL ADVERTISING
Definition
PROMOTES AN ORGANIZATIONS IMAGE, REPUTATION, OR IDEAS RATHER THAN A SPECIFIC PRODUCT
Term
PIONEERING ADVERTISING
Definition
TRIES TO DEVELOP PRIMARY DEMAND FOR A PRODUCT CATEGORY RATHER THAN DEMAND FOR A SPECIFIC BRAND.

EARLY STAGES OF THE PLC.
Term
ADVERTISING ALLOWANCES
Definition
PRICE REDUCTIONS TO FIRMS FURTHER ALONG IN THE CHANNEL TO ENCOURAGE THEM TO ADVERTISE OR OTHERWISE PROMOTE THE FIRM'S PRODUCTS LOCALLY
Term
COOPERATIVE ADVERTISING
Definition
INVOLVES PRODUCERS SHARING IN THE COST OF ADS WITH WHOLESALERS OR RETAILERS. THIS HELPS THE INTERMEDIARIES COMPETE IN THEIR LOCAL MKTS.
Term
CHOOSING THE "BEST" MEDIUM: HOW TO DELIVER THE MESSAGE... EFFECTIVENESS DEPENDS OM HOW WELL THE MEDIUM FITS WITH THE REST OF THE MKTG STRATEGY-- IT DEPENDS ON (4)
Definition
1) YOUR PROMOTION OBJECTIVES
2) WHAT TARGET MKTS YOU WANT TO REACH
3) THE FUNDS AVAILABLE FOR ADVERTISING
4) THE NATURE OF THE MEDIA (REACH, FREQUENCY, IMPACT, AND COST)
Term
THE MEDIUM SHOULD SUPPORT THE PROMOTION OBJECTIVES:
Definition
DEMONSTRATE (TV)

INFORM (INTERNET AD)

BROAD TARGET MKT (MAG, NEWSPAPERS)
Term
MATCH YOUR MARKET WITH
Definition
THE MEDIA
Term
ADVERTISING IS BECOMING MORE
Definition
TARGETED --> SPECIFIED MEDIA ARE SMALL BUT GAINING
Term
SOME MEDIA IS AN OBVIOUS MUST BUY
Definition
YELLOW PAGES, INTERNET ADS
Term
MEASURING ADVERTISING EFFECTIVENESS IS NOT EASY
Definition
IT CAN'T BE MEASURED JUST BY LOOKING AT SALES-- THE TOTAL MKTG MIX IS RESPONSIBLE FOR SALES NOT JUST ADVERTISING.

ADVERTISERS SHOULD PRETEST! HINDSIGHT MAY LEAD TO FORESIGHT!
Term
CORRECTIVE ADVERTISING
Definition
ADS TO CORRECT DECEPTIVE ADVERTISEMENTS; REGULATED BY THE FTC-- CAN REQUIRE AFFIRMATIVE DISCLOSURES (WARNINGS ON CIGS)
Term
PROBLEMS IN MANAGING SALES PROMOTION: DOES SALES PROMOS ERODE BRAND LOYALTY?
Definition
EFFECT OF SALES PROMOS ARE TEMPORARY; WHEN MKT US NOT GROWING SALES PROMOTION JUST ENCOURAGES "DEAL-PRONE" BUYERS TO SWITCH BACK AND FORTH BETWEEN BRANDS
Term
PROBLEMS IN MANAGING SALES PROMOTION: ALTERNATIVES TO SALES PROMOS
Definition
OFFER INTERMEDIARIES LOW PRICES AND ADVERTISE AND PROMOTE TO FINAL CUSTOMERS
Term
PROBLEMS IN MANAGING SALES PROMOTION: SALES PROMOTION IS HARD TO MANAGE
Definition
IT IS EASY TO MAKE BIG, COSTLY MISTAKES

SALES PROMOTION COVERS A WIDE VARIETY OF ACTIVITIES THUS IT IS HARD TO HAVE EXPERTS
Term
PROBLEMS IN MANAGING SALES PROMOTION: SALES PROMOTION MISTAKES ARE LIKELY TO BE WORSE WHEN A COMPANY HAS NO SALES PRODUCTION MANAGER
Definition
MAKING SALES PROMOTION WORK IS A LEARNED SKILL, NOT A SIDELINE FOR AMATEURS
Term
PROBLEMS IN MANAGING SALES PROMOTION: IT IS THE ________ __________ RESPONSIBILITY TO SET SALES PROMOTION OBJECTIVES AND POLICIES THAT WILL FIT IN WITH THE REST OF EACH MKTG STRATEGY
Definition
MARKETING MANAGERS
Term
THREE ADVERTISING INDUSTRY PRINCIPLES
Definition
1) ADVERTISERS TRY HARD TO MEASURE RESPONSE --> WHICH ADS PULL CUSTOMERS AND DRIVE SPENDING

2) ADVERTISING MESSAGES SHOULD BE DELIVERED THROUGH MULTIPLE MEDIA

3) MESSAGES SHOULD BE CLEAR AND REPEATED OFTEN (FOCUS ON SMALL SET OF CLEAR MESSAGES)
Term
FACTORS INFLUENCING CONSUMER PURCHASE DECISIONS (ASIDE FROM ADVERTISING) (4)
Definition
1) PAST EXPERIENCE
2) QUALITY PERCEPTIONS
3) PRICE ISSUES
4) PERSONAL RECOMMENDATIONS
Term
ADVERTISING (NOTES DEFINITION)
Definition
THE MKTG COMMUNICATIONS ELEMENT THAT IS PERVASIVE, NONPERSONAL, PAID FOR BY AN IDENTIFIABLE SPONSOR, DISSEMINATED THROUGH MASS CHANNELS ON COMMUNICATION TO PROMOTE THE ADOPTION OF GOODS, SERVICES, PERSONS, AND IDEAS.
Term
ADVERTISING CHARACTERISTICS
Definition
- MOST VISIBLE
- ONE WAY COMMUNICATION -- DELAYED FB
- MESSAGE CONTENT, REPETITION, AND TIMING ARE CONTROLLED BY THE ADVERTISER
Term
ADVERTISING BENEFITS
Definition
- PROVIDES INFO
- COMPARATIVE INFO
- LONG-TERM BRAND RECOGNITION
- ECONOMIC EFFICIENCY
- INTRODUCES NEW PRODUCTS
- ENHANCES CORP IMAGE
- PROMOTES POSITIVE CAUSES: NONPROFITS
Term
ETHICAL ?S OF ADVERTISING
Definition
MANIPULATIVE? UNREALISTIC IDEAS? UNNEEDED PURCHASES? DECEPTIVE? FALSE CLAIMS? OMIT INTO? EFFECTS ON CHILDREN?
Term
ADVERTISING SUCCESS DEPENDS UPON CREATIVITY AND INNOVATION (3)
Definition
1) MANY COMPETING ADS
2) LOW INVOLVEMENT, LACK OF INTEREST, INATTENTIVE AUDIENCE
3) ZAPPING (CHANGING CHANNELS)
Term
ADVERTISING SUPPORTS OTHER ASPECTS OF THE MKTG MIX (IMC)
Definition
- USED TO ANNOUNCE SALES PROMOTIONS, PUBLICITY EVENTS

- SUPPORTS PERSONAL SELLING EFFORTS BY PRESELLING CUSTOMERS AND GENERATING SALES LEADS
Term
TYPES OF ADVERTISING
Definition
- CORP IMAGE
- CORP ADVOCACY
- PUBLIC SERVICE
- DIRECT RESPONSE
- B2B/ TRADE
- COOPERATIVE
- PIONEERING
- COMPARATIVE
- CORRECTIVE
Term
PIONEERING ADVERTISING
Definition
PRIMARY DEMAND FOR NEW PRODUCTS
Term
COOPERATIVE
Definition
AD ALLOWANCES BTWN RETAIL AND MANUFACTURER
Term
AD PROCESSING IS INFLUENCED BY (3)
Definition
MOTIVATION
OPPORTUNITY
ABILITY
Term
MOTIVATION
Definition
INVOLVEMENT OR PERSONAL RELEVANCE OF TOPIC TO INDIVIDUAL
Term
ABILITY
Definition
PRODUCT KNOWLEDGE, ABILITY TO UNDERSTAND MESSAGE
Term
HIERARCHY OF EFFECTS DEFINITION
Definition
SEQUENCE OF STAGES USED TO EXPLAIN HOW ADVERTISING MESSAGES ARE PROCESSED
Term
HIERARCHY OF EFFECTS (5)
Definition
1) MESSAGE EXPOSURE
2) ATTENTION
3) COMPREHENSION
4) ACCEPTANCE: ATTITUDE
5) RETENTION: LONG-TERM MEMORY
Term
DEVELOPING AN ADVERTISING CAMPAIGN
Definition
I. DETERMINING AD OBJECTIVES
II. DETERMINING AD BUDGET
III. CREATIVE STRATEGY
IV. SELECT AND SCHEDULE MEDIA
V. AD EFFECTIVENESS
Term
PLC INTRODUCTION STAGE
Definition
- CREATES AWARENESS
- BUILDS PRIMARY DEMAND
- ATTRACT DISTRIBUTORS
Term
PLC GROWTH STAGE
Definition
- CREATES BRAND ACCEPTANCE
- BUILDS FAVORABLE PREFERENCE AS COMPETITION EMERGES
Term
PLC MATURITY STAGE
Definition
- PROMOTES BRAND PERCEIVED BENEFITS
- MAINTAINED MKT SHARE
- REPOSITIONING
- APPEAL TO NEW SEGMENTS
Term
ADVERTISING OBJECTIVES ARE TO
Definition
INFORM, TO PERSUADE, TO REMIND
Term
DETERMINING ADVERTISING BUDGET (4)
Definition
1) ALL YOU CAN AFFORD
2) COMPETITIVE PARITY
3) PERCENT OF SALES
4) TASK METHOD (OBJECTIVE)
Term
CREATIVE STRATEGY: THE APPEAL
Definition
- "COPY THRUST" -- PRIMARY MESSAGE
- APPEAL USUALLY BASED ON PRIMARY BENEFIT OR COMPETITIVE ADVANTAGE
Term
CREATIVE STRATEGY: MESSAGE STRATEGY
Definition
- OBJECTIVE V. SUBJECTIVE MESSAGES (PUFFERY)
-PRODUCT USE DEMONSTRATIONS
- COMPARATIVE ADS
- CELEB ENDORSEMENTS
- ADVERTORIALS, INFOMERCIALS
- FEAR APPEALS
- ASSOCIATIONS WITH EMOTIONS
Term
SELECT AND SCHEDULE MEDIA: MEDIA CLASSES BASED UPON (3)
Definition
-TARGET AUDIENCE MEDIA HABITS
-COMPLEXITY OF THE MESSAGE
-AVAILABLE FUNDS
Term
MEDIA CLASSES
Definition
- BROADCAST
- PRINT
- OUTDOOR (BILLBOARDS)
- IN-STORE (POP DISPLAYS)
- INTERNET
- DIRECT (LETTERS/MAIL, CATALOGS, BILL INSERTS, FAX, EMAIL)
Term
NEWSPAPER ADVERTISING ADVANTAGES
Definition
LOCAL MARKET COVERAGE
GEOGRAPHIC SELECTIVITY
FLEXIBLE
REASONABLE COST
SHORT LEAD TIME
BELIEVABLE
Term
NEWSPAPER ADVERTISING DISADVANTAGES
Definition
SHORT LIFE
POOR QUALITY
LOW INVOLVEMENT
LIMITED PASS-ALONG
Term
TV ADVANTAGES
Definition
MASS AUDIENCE/ WIDE REACH
CAN SPECIALIZE
ENTERTAINMENT VALUE
DEMONSTRATION VALUE
CABLE CAN BE SELECTIVE
Term
TV DISADVANTAGES
Definition
EXPENSIVE TO DEVELOP
EXPENSIVE TO RUN
CLUTTER
PERISHABLE
INTRUSIVE
ZAPPING
HARD TO ASSESS ROI
Term
REACH
Definition
NUMBER OF PEOPLE EXPOSED TO AN ADVERTISEMENT IN A MEDIA VEHICLE USUALLY IN A FOUR WEEK PERIOD
Term
FREQUENCY
Definition
THE NUMBER OF TIMES A TARGET AUDIENCE IS EXPOSED TO MEDIA VEHICLES IN A PARTICULAR TIME PERIOD
Term
GROSS RATING POINTS
Definition
USED TO EVALUATE ADVERTISING SCHEDULES BY COMBING REACH AND FREQUENCY
Term
PRESENTATION OF DETAILED INFORMATION REQUIRES
Definition
FREQUENCY
Term
BUILDING BRAND AWARENESS REQUIRES
Definition
EMPHASIS ON REACH
Term
COST PER THOUSAND CRITERION (CRM)
Definition
METHOD FOR EVALUATING VEHICLE WITHIN A SPECIFIC MEDIUM (EG WITHIN THE CATEGORY OF MAGAZINES)
Term
EQUATION-- CPM=
Definition
(PAGE COST * 1000)/CIRCULATION

**UNDERESTIMATES BECAUSE IT FAILS TO ACCOUNT FOR PASS-ALONG READERSHIP
Term
ADVERTISING EFFECTIVENESS
Definition
- EMPHASIS ON BOTTOM LINE FIRM PERFORMANCE/ SALES
- MANY FACTORS CAN INFLUENCE SALES; ADS ONLY ONE!!!
- PRETESTING, POSTTESTING
Term
PRETESTING
Definition
COPY TESTS, PHYSIOLOGICAL MEASURES (EYE MOVEMENT), READABILITY TESTS, PORTFOLIO TESTS
Term
POSTTESTING
Definition
BRAND RECOGNITION, AIDED AND UNAIDED RECALL, CHANGES IN ATTITUDE
- STARCH MESSAGE REPORT SERVICES (MAGS)
- BURKE'S DAY-AFTER-RECALL (TV)
Term
ADVERTISING EFFECTIVENESS: GENERATION OF INQUIRIES
Definition
(TELEPHONE CALLS, COUPONS RETURNED) PARTICULARLY FOR TRADE ADVERTISING, DIRECT MAIL
Term
PUBLIC RELATIONS SEEKS TO IMPROVE RELATIONS WITH VARIOUS GROUPS:
Definition
CUSTOMERS -- B2B AND CONSUMERS
STOCKHOLDERS
GENERAL PUBLIC
Term
PUBLICITY
Definition
THE GENERATION OF INFORMATION TO THE NEWS MEDIA
Term
CONSUMER SALES PROMOS OBJECTIVES (7)
Definition
1) STIMULATE TRIAL
2) INCREASE CONSUMER INVENTORY & CONSUMPTION
3) ENCOURAGE REPURCHASE
4) NEUTRALIZE COMPETITORS
5) INCREASE SALES OF COMPLEMENTARY PRODUCTS
6) STIMULATE IMPULSE PURCHASING
7) ALLOW FLEXIBLE PRICING
Term
PRICE DEALS
Definition
TEMP PRICE REDUCTIONS
Term
COUPONS
Definition
PRINTED CERTIFICATES ENTITLING THE HOLDER TO SPECIAL VALUE
Term
MAJOR COUPONING METHODS (6)
Definition
1) FREESTANDING INSERTS (FSI)
2) ON-IN-PACK
3) DIRECT MAIL
4) ELECTRONIC CHECKOUT
5) ELECTRONIC SHELF
6) NEWSPAPER
Term
REBATES
Definition
CASH REIMBURSEMENTS
Term
CROSS PROMOTIONS (TIE-INS)
Definition
COLLABORATION OF 2 OR MORE FIRMS
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