Term
| Definition of Advertising |
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Definition
| any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. |
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Term
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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. |
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Term
| Advertising is used by... |
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Definition
| Business firms, social agencies, professionals, and non-profits |
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Term
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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. |
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Term
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Definition
| Advertising, Personal Selling, Sales Promotion, Public Relations, Direct Marketing |
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Term
| Some reasons for growing importance of IMC |
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Definition
| Shift from media advertising to other forms, rapid growth of database marketing, rapid growth of internet, increasing importance on branding |
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Term
| Advantages for Advertising |
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Definition
| Advertiser controls message, cost effective way to communicate, can be effective with consumer |
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| Disadvantage of Advertising |
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Definition
| High costs, Credibility problems, Difficulty in determining effectiveness |
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Term
| Define Market Segmentation |
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Definition
| Dividing up a market into distinct groups that (1) have common needs and (2) will respond similarly to a marketing action |
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Term
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Definition
| Different marketing strategies are used to satify different consumer needs |
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Term
| Steps in the Target Marketing Process |
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Definition
| Identifying markets, segmenting market, target segments, and positioning on'es product through marketing strategies. |
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Term
| Definition of Positioning |
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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 |
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Term
| Definition of Positioning |
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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 |
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Term
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Definition
| an intangible asset of added value that results from favorable image of consumer attachment to a company name |
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Term
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Definition
| Goal is to push the product through the channels of distribution by aggressively selling and promoting the item to resellers |
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Term
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Definition
| Spending money on advertising and sales promotion efforts directed toward the consumer and trying to create demand. |
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Term
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Definition
| Define Advertising Goals for Measuring Advertising Results |
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Term
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Definition
| Publications such as newspapers and magazines |
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Term
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Definition
| specific message carrier, such as the Washington Post |
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Term
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Definition
| the potential audience that might receive the message through the vehicle |
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Term
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Definition
| actual number of individual audience members reached at least once by the vehicle in a given period of time |
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Term
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Definition
| The number of times the receiver is exposed to vehicle in a specific time period |
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Term
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Definition
| Category Development Index |
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Term
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Definition
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Term
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Definition
| (% brand sales to total sales / % population in market) x 100 |
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Term
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Definition
| (% product category / % total population in Market) x 100 |
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Term
| Centralized advertising organization |
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Definition
| the advertising manager control the entire promotions operation for all the companies products. |
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Term
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Definition
| (Usually used by larger companies) Seperate departments for various divisions. |
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Term
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Definition
| Full-Service (does all), Account services (link between agency and client), Marketing Services (research), Creative Services (creation of ads) |
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Term
| Types of Agency compensation |
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Definition
| Fee arrangement, Cost-Plus, Incentive-Based, Commission, Percentage |
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Term
| Reasons agencies lose clients |
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Definition
| Poor performance, communication, unrealistic demands, personality conflicts, declining sales |
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Term
| How agencies gain clients |
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Definition
| Referrals, Solicitations, Presentatins, Public Relations, Image and Reputation |
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Term
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Definition
| Quantifiable objectives defined in terms of specific outcomes such as sales volume, market share, and profits. |
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Term
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Definition
| Communication goals set to create favorable presispositions toward a brand; not quantifiable but more long-term oriented. |
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Term
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Definition
| setting advertising objectives and measuring the results of an ad campaign |
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Term
| Top-Down approach to budgeting |
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Definition
| Buget is set at executive level and passed down to departments |
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Term
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Definition
| A more effective strategy is to consider the firm's communications objectives and budget what is necessary to attain these goals. |
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Term
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Definition
| the ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems |
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Term
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Definition
| Approach used to attract the attention of consumers to influence their feelings toward the product. "something that moves people" |
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Term
| Advertising execution styles |
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Definition
| Straight sell, Scientific Evidence, Demonstration, Comparison, Testimonial, Slice of Life, Animation, Personality symbol, Imagery, Dramatization, Humor, Combinations |
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Term
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Definition
| Relate to customers social needs for purchasing a product |
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Term
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Definition
| Direct or Indirect Headline, Subheads, body copy, |
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Term
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Definition
| series of decisions involved in delivering the promotional message to the purchaser |
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Term
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Definition
| less regular shcedule to advertising with breaks. Heavy ad's sometimes and none at others |
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Term
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Definition
| Continuous pattern of advertising schedule |
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Term
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Definition
| Combination - continuity is maintaned but at times efforts are stepped up |
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Term
| Unique Selling Proposition |
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Definition
| An advertising strategy that focuses on a prodcut attribute that is distinctive to the brand and offers a specific benefit to the customer |
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