Term
| Advertising=Marketing Communication |
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Definition
| All com. techniques marketers use to reach their customers/deliver messages. |
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Term
| Four Components of Advertising |
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Definition
Strategy (Objectives), Creative Idea (Ad's central idea) Creative Execution Media (Deliverance in a medium) |
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Term
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Definition
| Process a business uses to satisfy consumer needs/wants by providing goods/services. |
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Term
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Definition
| Product, Price, Place/Distribution, Promo |
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Term
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Definition
| Identity of a particular product; distinguishes from competitors |
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Term
| Two Advertising Techniques for Advertising |
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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 |
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Term
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Definition
| Focus on the development of a long-term brand identity/image |
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Term
| Business to Business (B2B) Advertising |
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Definition
Not directed at general consumers. Advertisers place most business advertising in professional publications (Forbes in Fortune 500 Mag.) |
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Term
| Institutional Advertising |
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Definition
(Corporate Advertising) Messages focus on corporate identity or winning public opinion over to the corporation's side. |
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Term
| Public Service Advertising |
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Definition
| Communicates a message of a good cause. PSA's. |
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Term
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Definition
| Company/org. that uses advertising to send out a message about its business. |
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Term
| Advertising Agency and In-house Agency |
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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 |
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Term
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Definition
| Channels of communication that carry message from advertiser--> audience. |
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Term
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Definition
Group of service orgs. that help advertisers, agencies, and media in creating/placing ads Ex. Writers, photographers, directors, producers |
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Term
| Targeting/Target Audience |
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Definition
Targeting= "Acquiring Target" the desired audience for the ad message Target Audience= The decided demographic |
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Term
Integrated Marketing Communication (IMC) and Stakeholders |
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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 |
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