Term
| The goal of traditional advertising is not to make the product famous. The goal of traditional advertising is to make the advertising famous. |
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Definition
| Instead of creating sales value traditional advertising creates talk value. |
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Term
| today clients seldom trust their ad agencies to help them make all-important strategic decisions |
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Definition
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Term
| Product development, strategic planning,R&D, financial strategies are more important than advertising to a companies success |
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Definition
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Term
| The weakest link in any advertising program is its credibility |
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Definition
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Term
| After WWII advertising was the rising star in corporate America |
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Definition
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Term
| Two trends in advertising rates in all media |
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Definition
1. Increasing volume, which reduces
effectiveness
2. Increasing costs, which reduces efficiency |
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Term
| The higher price and lower levels of effectiveness have not reduced the volume of advertising |
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Definition
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Term
| America currently accounts for 44% of the world's total advertising expenditures |
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Definition
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Term
| As a result of the volume and variety (of advertisements), we tend to tune advertising messages out |
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Definition
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Term
| The average consumer feels that he or she already knows enough about brands in order to decide which brand to buy. |
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Definition
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Term
| There is more advertising today than ever, both in total volume and in per-capita volume |
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Definition
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Term
| To be effective advertising doesnt need creativity. it needs credibility. |
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Definition
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Term
| A line extension will almost never overtake a new brand that achieved some publicty momentum |
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Definition
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Term
| Advertising has lost its communication function and has become art |
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Definition
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Term
| Advertising has lost its communication function and has become art |
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Definition
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Term
| if a brand is an old brand that is no longer relevenant must be treated like a new brand whenbeing reintroded to market |
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Definition
new brands need PR
establshed brands need advertising |
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Term
| Advertising has no connection to sales |
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Definition
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Term
| the real function of advertising is to create "talk value" |
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Definition
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Term
| generic advertising slogans are generally associated with No.1 brands |
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Definition
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Term
| One of the primary objectives of an advertising program is to increase brand awareness. |
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Definition
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Term
| Attention without motivation is a useless attribute. |
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Definition
| When advertising is all attention and no motivation , nothing much is accomplished |
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Term
Advertising has 2 strikes against it...
1. Advertising has no credibility
2.A brand that no one has ever heard of has no credibility either
How does PR solve these problems? |
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Definition
1.The message has credibility b/c it comes from a presumably unbaised source
2. You expect the media to tell you about things you've never heard of. |
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Term
| Advertising icons seldom cause brands to become famous. |
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Definition
| Brands cause ad icons to become famous |
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Term
| Ads for brands on the end of the the brand awareness spectrum are all attention and no message |
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Definition
| All attention and no message is the hallmark of "creative advertising" |
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Term
| What is the "parity product" argument? |
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Definition
| In mature catagories, such as beer, autombiles, and athletic shoes, goes he thinking, all brands are the same. Traditionally, advertising has aimed not to inform, but to entertain. |
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Term
| Marketing doesn't deal with products,it deals with perceptions. |
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Definition
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Term
| PR is a more effective way to deal with consumer perceptions than advertising |
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Definition
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Term
| No matter what the marketing problem is, the answer is always "more advertising"... true or false |
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Definition
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Term
| To run a successful advertising or PR program,you have to create more than talk value. You have to deal with the nasty perceptions in the prospects' minds |
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Definition
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Term
| Perception is everything. The only question is how to create a favorable perception in the consumers' mind. Advertising has failed in this respect |
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Definition
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Term
| More often than not,big ad budgets are associated with companies with big problems. |
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Definition
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