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| The various effects and tools companies use to initiate and maintain communication with customers and prospects, including solicitation letters, newspapers, event sponsorships, publicity, telemarketing, statement suffers, and coupons are called __________ __________. |
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Generally regarded as the father of modern advertising, he defines advertising as "salesmanship in print, driven by a reason why."
His name is Albert __________. |
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| __________ is the structured and composed non personal communication of information, usually paid and usually persuasive in nature, about products (goods, services, and ideas) by identified sponsors through various media. |
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| Advertising is first of all, a type of __________ and it's actually a very __________ form of communication, employing Bo verbal and nonverbal elements that are composed to fill specific space and time formats determined by the sponsor. |
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| Communication ; structured |
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| Second, advertising is typically directed to groups of people rather than to individuals. It is therefore __________, or mass __________. |
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| Non personal ; communication |
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| These people could be __________, who buy products for their personal use. |
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| __________ service __________ (PSAs) are carried at no charge because of their nonprofit status. |
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| Public service announcement |
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| Of course most advertising is intended to be __________- to win converts to a product, service, or idea. |
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| In addition to promoting tangible __________ such as oranges, iPods, and automobiles, advertising helps publicize the intangible __________ of bankers, beauticians, bike repair shops, bill collectors, and Internet providers. |
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Increasingly, advertising is used to advocate a wide variety of ______, whether economic, political, religious, or social.
In this book, the term _________ encompasses goods, services, and ideas, |
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| Advertising reaches us through a channel of communication referred to as a __________. This is any paid means used to present an ad to it's target audience. |
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| When you tell someone how cool a mini is, that's sometimes called _________-of-_________ advertising (WOM). |
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| Historically, advertisers have used the traditional _________ media (the plural of medium) - radio, TV, newspapers, magazines, and billboards- to send their messages. |
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Every business organization performs a number of activities, typically classified into three broad divisions:
Operations (production, manufacturing)
Finance/administration
Marketing
Of all the business functions, __________ is the only one whose primary role is to bring in revenue. |
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| __________ is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and it's stakeholders. |
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| Marketing is a set of _________- a series of actions that take place sequentially- aimed at satisfying customer needs profitably. |
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Marketing set of processes are typically broken down into the 4 ps of the marketing ___________:
Some of the four ps include:
Products, ___________, places, and ____________. |
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| The __________ strategy will help determine who the targets of advertising should be, in what markets the advertising should appear, and what goals the advertising should accomplish. |
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| The __________ strategy, in turn, will refine the target audience and define what response the advertiser is seeking- what that audience should notice, think, and feel. |
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There are four fundamental assumptions of free market economics that a market- driven society strives to achieve:
1). Self- __________ - people/organizations tend to act in their own way.
2). Complete information - access by buyers and sellers to all information at all times about what products are available.
3). Many buyers and sellers - this ensures that if one company does not meet customer needs, another will capitalize on the situation by producing a more market- responsive product.
4). Absence of __________ (social costs) |
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| In some cases, government may use taxation and/or regulation to compensate for or eliminate the ___________. (this is why there are restrictions and requirements placed on tobacco advertisers) |
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| As an example, the creation of the coca-cola logo and contour bottle demonstrates one of the most basic functions of _________ as well as advertising: to identify products and their source and to differentiate them from others. |
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Another basic function of advertising:
To ________ information about the product, it's features, and ,ovation of sale. |
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Basic function of advertising:
To _________ consumers to try new products and suggest reuse. |
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Basic function of advertising:
To ___________ the distribution of a product. |
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Basic function of advertising :
To ____________ value, brand preference, and loyalty. |
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Function of advertising:
To ___________ the overall cost of sales. |
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| This is a period of time between the beginning of written history and roughly the start of the 19th century, during which the invention Of paper and the printing press and increased literacy gave rise to first forms of written advertising. |
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| The period of time from the mid-1700s throu the end of world war 1 when manufacturers were principally concerned with production. |
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| 1869- Francis ___________ & Sons formed an ad agency in Philadelphia and to make it sound more credible, named after his father, was the first agency to charge a commission based on the "net cost of space" and the first to conduct a formal market survey. |
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| The __________ age is an historical period covert sing approximately the first 70 years of the 19th century. Thiseriod was marked by tremendous growth and maturation of the US I austral base. |
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| Fresh mass markets then developed for new brands if consumer luxury and convenience goods were referred to as ____________ packaged goods. |
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| The era of salesmanship had arrived and it's bible was __________ advertising, written by Claude Hopkins. |
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| Manufactures followed this strategy of __________ differentiation vigorously, seeking to portray their bran as different from and better than the competition by offering consumers quality, variety, and convenience. |
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| Rosser Reeves of the Ted Bates Agency introduced the idea that every ad must point out the products USP (__________ selling __________) - features that would differentiate it from competitive products. |
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| Unique selling proposition |
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| As more and more imitative products showed up in the marketplace, all offering quality, variety, and convenience, the effectiveness of this strategy wore out. Companies turned to new mantra: ___________ segmentation, in which marketers searched for unique groups of people whose needs could be addressed through specialized products. |
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| Jack Trout And Al Ries trumped the arrival of the __________ era by insisting that what really mattered was how the brand ranked against the competition in the consumers mind- how it was positioned. |
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| __________ proved effective in separating a particular brand from it's competitors by associating that brand with a particular set of needs that ranked high on the consumers priority list. |
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| Beginning around 1980, the ___________ age has been a period of cataclysmic change. People became truly aware of the sensitive environment in which we love and alarmed by our dependence on vital nature resources. |
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During the energy shortages of the 1970s and 80s, a new term, ____________ appeared. Produces of energy started using advertising to slow the demand for their products.
Example: not using washers or dryers during the day to conserve energy because this was the peak time in which electricity was used. |
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To expand their power globally, big multinational companies and their advertising agencies went on a binge, buying other big companies and creating a new word in the financial lexicon:
_____________ |
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Two related economic factors characterized by marketing:
(1) The aging of traditional products, with corresponding growth in ___________.
(2). The growing affluence and ___________ of the consuming public, led by huge baby-boomer generation. |
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| Competition ; sophistication |
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| As the US Economy slowed, many companies were chasing too few consumer dollars. Clients trimmed their budgets, and many turned to more cost- effective _________ promotion alternatives, such as coupons, direct mail, and direct marketing to build sales. |
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| With cable tv and satellite receivers, viewers can watch channels devoted to single types of programming, such as straight news, home shopping, sports, or comedy. This shift transformed television from the most widespread of mass media to a more specialized, ________ medium. |
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| Today, ________ is a powerful device that announces the availability and location of products, describes the quality and value, imbues brands with personality, and simultaneously defines personalities of the people who buy them while entertaining us. |
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Now companies are realizing that their most important asset is not capital equipment or their line of products, but it's their customers and the relationship they have with that person or organization.
Protecting that asset has become the new marketing imperative for the 21st century and in an effort to do a better job of __________ marketing, companies are now learning that they must be consistent in both what they say and what they do. |
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It's not enough to produce outstanding advertising anymore. Companies must integrate all their marketing communications with e drugging else they do.
That's what __________ marketing __________ |
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| Integrated marketing communications |
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| By __________ the material, social, and cultural opportunities of a free enterprise society, advertising has encouraged increased productivity by both management and labor. |
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| In 1906, congress responded to public outrage by passing the Pure __________ and __________ Act to protect the publics health and control drug advertising . |
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| In 1914, congress passed the Federal _________ __________ Actto protect the public from unfair business practices, including misleading and deceptive advertising. |
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| Federal Trade Commssion Act |
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