Shared Flashcard Set

Details

ADV 300
University of Illinois Champaign-Urbana
66
Advertising
Undergraduate 2
09/23/2010

Additional Advertising Flashcards

 


 

Cards

Term
promotion
Definition
the communications process in marketing that is used to create a favorable predisposition toward a brand of product or service
Term
integrated marketing communication
Definition
process of using a wide range of promotional tools working together to create widespread brand exposure
Term
promotional mix
Definition
a blend of communications tools used to carry out the promotion process and to communicate directly with an audience
Term
advertisement
Definition
the specific message someone or some organization has placed to persuade an audience
Term
advertising campaign
Definition
a series of coordinated advertisements that communicate a reasonably cohesive and integrated theme
Term
advertising
Definition
a paid,mass-mediated attempt to persuade
Term
client/sponsor
Definition
the organization that pays for the advertisement
Term
mass media communication's two major components
Definition
production & reception, between these are accommodation & negotiation
Term
communication is a highly social process
Definition
what a message means to a consumer is not a function of
Term
audience
Definition
a group of individuals who receive and interpret messages sent from companies (household consumers, college students, or business people – any large group)
Term
target audience
Definition
particular group of consumers singled out by an organization for an advertising or promotion campaign; singled out because the firm has discovered that audience members like or might like the product category
Term
household consumer
Definition
most conspicuous; most mass media directed to them
Term
members of business organizations
Definition
for firms that produce business and industrial goods and services
Term
members of a trade channel
Definition
retailers, wholesalers, and distributors; target audience for producers for both household and business goods and services
Term
professionals
Definition
doctors, lawyers, accountants, teachers, or any other professional group that has special training or certification; members have specialized needs and interests
Term
trade journals
Definition
magazines published specifically for members of a trade and carry highly technical articles
Term
Gov. officials & employees
Definition
large dollar volume of buying that federal, state, and local govs. do (schools, road maintenance operations…)
Term
global promotion
Definition
ad with common theme is used worldwide with only minor changes (Sony, Singapore Airlines…); does not vary by culture
Term
international promotion
Definition
firms prepare and place different advertising in different national markets outside their home market (Unilever laundry products)
Term
national promotion
Definition
reaches all geographic areas of one nation; we see the most in mass media in domestic U.S. market
Term
regional promotion
Definition
producers, wholesalers, distributors, and retailers concentrate efforts in relatively large, but not national, geographic region (a national grocery store would only place ads in regions where it has stores)
Term
local promotion
Definition
like regional; directed at audience in a single trading area, either a city or state
Term
cooperative promotion
Definition
sharing of advertising expenses between national companies and local merchants
Term
marketing
Definition
the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives
Term
marketing mix
Definition
a wide range of responsibilities in an organization related to conceiving, pricing, promotion, and distributing goods, services, and even ideas. These four areas of responsibility and decision making in marketing are referred to as the marketing mix. Mix is used to describe the blend of strategic emphasis on the product vs. its price vs. its promotion vs. its distribution when a brand is marketed to consumers
Term
brand
Definition
a name, sign, term, symbol, or any other feature that identifies one seller’s goods/service as distinct from those of other sellers
Term
brand extension
Definition
adaptation of an existing brand to a new product area (ex. snicker’s candy bar –to ice cream bar)
Term
brand loyalty
Definition
consumer repeatedly purchases the same brand to the exclusion of competitors’; can result because of habit, because brand names are prominent in the consumer’s memory, because of conscious associations with brand images, or because consumers have attached some fairly deep meanings to the brands they buy
Term
brand equity
Definition
when a firm creates and maintains positive associations with the brand in the mind of consumers; when it occurs over long period of time = short-term adv. activities are key to long-term success
Term
direct
Definition
asks consumers to act immediately (ex. “call this toll-free number”); used for products that consumers are familiar with, that do not require inspection at the point of purchase, and relatively low-cost
Term
delayed
Definition
relies on imagery and message themes that emphasize benefits and satisfying characteristics of a brand; attempts to develop awareness and preference for a brand over time
Term
primary demand stimulation
Definition
promotion aimed at creating demand for a product category; challenging and costly, (VCR)…Milk ads were an example of trying to stimulate primary demand in mature product categories, dismal results.
Term
selective demand stimulation
Definition
promotion aimed at stimulating demand for a specific brand; point out band’s unique benefits compared with competition
Term
value
Definition
refers to consumers’ perception that a brand provides satisfaction beyond the cost incurred to obtain that brand
Term
symbolic value
Definition
nonliteral meaning of a product or service, as perceived by consumers; Guess? Jeans
Term
marketers
Definition
(business, non-for-profit and gov. organizations that use advertising and other promotional techniques to communicate with target marketers and to stimulate awareness and demand for their brands)
Term
clients
Definition
(advertisers are also referred to as clients by their advertising and promotion agency partners)
Term
manufacturers & service firms
Definition
most prominent users of promotion; essential to create awareness and preference for their brands (ex. Verizon, General Foods…)
Term
trade resellers
Definition
general description for all organizations in the channel of distribution that buys products to resell to consumers (ex. retailers, wholesalers – Walmart, McDonald’s…)
Term
federal, state, & local government
Definition
govs. are huge advertisers easily spending over $2 billion annually; promotion is concentrated on armed forces recruiting and social issues
Term
Social & Non-for-Profit Organizations
Definition
use advertising to raise awareness of their organization, seek donations, and attempt to shape behavior (ex. American Red Cross, United Way…)
Term
ad agency
Definition
an organization of professionals who provide creative and business services to clients in planning, preparing, and placing advertisements; often global businesses as well
Term
full service agencies
Definition
includes an array of advertising professionals to meet all promotional needs of a client
Term
creative boutique
Definition
emphasizes creative concept development, copywriting and artistic services to clients; used to infuse greater creativity into the ad
Term
interactive agencies
Definition
help advertisers prepare communications for new media such as the internet, podcasting, interactive kiosks, etc.; focus on ways to use Web-based solutions for direct marketing and target market communications
Term
in-house agencies
Definition
often referred to as the advertising department in a firm; takes responsibility for the planning and preparation of advertising materials; 2 disadvantages = 1) may be lack of objectivity 2) highly unlikely that an in-house agency could ever match the talent available in external agencies
Term
media specialists
Definition
in organizations that specialize in buying media time and space; offers media strategy consulting to advertising agencies and advertisers
Term
direct market agencies
Definition
agency that maintains large databases of mailing list; some of these firms can also design direct marketing campaigns through mail or telemarketing; some can prepare infomercials for clients
Term
fulfillment centers
Definition
ensure customers receive product ordered through direct mail
Term
ecommence agencies
Definition
handles a variety of planning and execution activities related to promotions using electronic commerce (buying and selling over electronic system); DO NOT create Web sites/banner ads like interactive agencies; (ex. run sweepstakes, issue coupons…)
Term
fulfillment centers
Definition
ensure customers receive product ordered through direct mail
Term
sales promotion agencies
Definition
agencies/specialists that use incentive techniques to create a perception of greater brand value among consumers/distributors; specialize in consumer sales promotions and trade-market sales promotions
Term
event planning agencies
Definition
experts in finding locations, securing dates, and putting together a team of people to pull off a promotional event
Term
design firms
Definition
intimately involved in the execution of the advertising or IBP effort; help create logos and other visual representations that promote an identity for a firm
Term
account service
Definition
team of managers that identifies the benefits a brand offers, its target audiences, and the best competitive positioning and then develops a complete promotional plan; keeps various agency teams’ creative, production, and media on schedule and within budget
Term
marketing research service
Definition
research conducted by an agency to help the client understand the market and target audience, and communicate these interpretations to the creative and media people
Term
creative/production service
Definition
comes up with the concepts to express the value of a company’s brand in interesting and memorable ways, which then gets turned into advertisements, direct mail pieces or events material; “art of commerce
Term
media planning and buying
Definition
services related to media planning or buying provided by agencies, helping the client’s to most effectively and efficiently reach the target audience within the client’s budget (what method of advertising to choose from, what time, etc.)
Term
administration services
Definition
departments within agencies to help them manage their business; includes personnel department, accounting and billing departments, and sales staff; traffic managers make sure the creative group and media services are coordinated so that deadlines for getting promotional materials to printers and media organizations are met
Term
external facilitators
Definition
organizations or individuals that provide specialized services to marketers/agencies
Term
consultations
Definition
individuals who specialize in areas related to the promotional process
Term
promotion facilitator
Definition
organization that offers essential services during and after the production process
Term
consumer generated content (CGC)
Definition
advertisements made partly or completely by the products end users, typically with the aid of internet tools
Term
E-Business
Definition
promotion in which companies selling to business customers rely on the Internet to send messages and close sales
Term
Branded entertainment
Definition
the blending of integrated marketing communication with entertainment, primary film, music, and television programming; embedding brands or brand icons as part of an entertainment property in an effort to connect with consumers in a unique and compelling way.
Term
media organizations
Definition
Broadcast, Print, Interactive, Support, Media Conglomerates
Supporting users have an ad free experience!