Term
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Definition
| promotes specific good or service. This promotes either primary demand (demand for an entire category. Ex. Got Milk encourages milk in general) and secondary demand which creates demand for a specific brand |
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Term
| Institutional Advertising |
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Definition
| focuses on an organization |
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Term
| 3 types of institutional advertising |
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Definition
corporate
advocacy
public service advertisements |
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Term
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Definition
| promotes company as whole |
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Term
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Definition
| PSA for a topic a company has stake in |
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Term
| Public Service Advertisement |
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Definition
| I'll be honest i wrote "something...i can hardly listen to this shit" |
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Term
| Retail and local advertising |
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Definition
| focus on a specific region |
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Term
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Definition
| coordinated, comprehnsive plan that carrier out promotion objectives and results in a series of ads placed in media over time |
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Term
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Definition
| sometimes outside agencies |
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Term
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Definition
| provide one or a few specialzied services |
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Term
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Definition
| provides all services necessary for a campaign |
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Term
| 4 functions of advertising agency |
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Definition
account management-oversee day to day activity
2. creative services-implementing add strategy
3. Research and marketing services-collect and analyze info
4. Media planning-which media vehicle will be most effective |
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Term
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Definition
user generated content/consumer generated media
online consumer consumer stuff available to other consumers
comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product related stories |
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Term
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Definition
practice in which firms outsource marketing activities to a community of users
includes selecting the product and ad, changing product package |
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Term
| 5 ethical issues of advertising |
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Definition
-manipulative
-deceptive and untruthful
-offensive and in bad taste
-creates and perpetuates stereotypes
-causes people to buy things that they dont really need |
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Term
| 6 steps to develop advetising campaign |
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Definition
1. understand taret audience
2. establish message and budget objectives
-inform
-persuade
-remind
-what budget portion
3. create the ads
4. pretest what the ads say
5. choose media types and schedule
6. evauluate |
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Term
| 6 types of advertising appeal |
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Definition
slice of life
lifestyle
fear appeals
sex appeals
humorous appeal
slogans, jingles and music |
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Term
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Definition
| presents a scene from everyday life |
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Term
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Definition
| attractive people in attractie setting |
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Term
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Definition
| negative consequences of not using product |
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Term
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Definition
| best for sex realted product |
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Term
| Step 4 of developing a campaign is pretesting. what does that include |
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Definition
-get consumer reaction to ad messages before they appear in media
-keep tone in mind
-wrodchoice
-elements; pictures, headlines, copy |
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Term
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Definition
| choose media type and schedule |
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Term
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Definition
| developing objectives strategies and tactics |
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Term
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Definition
| best place and time to reach target market |
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Term
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Definition
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Term
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Definition
low cost
people don't pay attention |
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Term
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Definition
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Term
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Definition
very targeted
a lot of clutter |
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Term
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Definition
own, paid, and earned media
webstie advertising
banners and buttons
pop-up ads
search engines and directory listing
email advertising
mobile advertising
video sharing
*consumers more perceptive if they agree to let marketers reach them |
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Term
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Definition
form of advertising where marketers integrate products into entertainment
ex product placement-coke in american idol |
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Term
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Definition
| real life brands imbedded in video games. extended exposure |
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Term
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Definition
| reaches people who are not reached by mass media advertising |
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Term
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Definition
durectores
out of home media-billboards
place-based media-where cetain groups get together ex. airport reaches travelers
RFID-track consumers moving through store |
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Term
| 4 things to keep in mind with media schedule |
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Definition
-percentage of target market exposed to media vehicle
-frequency (average number of times a member of the target market sees the ad
-Gross Rating points=Reach*frequency
-CPM-Cost to reach 1,000 people |
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Term
| 3 types of advertisng patterns |
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Definition
-continuous
-pulsing
-flighting |
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Term
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Definition
| steady stream of advertising through the year |
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Term
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Definition
| advertising based on when product will likely be demanded |
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Term
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Definition
| short intense bursts of advertising alternated be periods of nothing |
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Term
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Definition
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Term
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Definition
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Term
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Definition
| whether audience remembers seeing an ad during a certain period of time |
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Term
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Definition
| use cues to ask about the ad |
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Term
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Definition
| look at consumer feelings before and after exposure |
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Term
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Definition
| seeks to build good relationships with organizations stakeholders. stems from marketing objectives and is critical when image is at risk |
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Term
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Definition
| any form of unpaid communication appearing in mass media |
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Term
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Definition
| firm image is at risk due to negative publicity |
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Term
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Definition
introduce new products to retailers
introduce new products to cconsumers
influence government legislation
enhance firm image
provide advice and counsel
enhance image of city, region, or countryy
manage crisis
call attention to firm's invovlement with community |
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Term
| 10 public relations tactics |
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Definition
press release
internal pr
invstor relations
lobbying
speech writing
corporate identity
media relations
sponsorships
special events
guerrila marketing |
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Term
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Definition
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Term
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Definition
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Term
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Definition
| through annual or quarterly report |
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Term
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Definition
| impacts government officials |
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Term
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Definition
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Term
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Definition
| create and maintain company image |
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Term
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Definition
| good relationships with press |
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Term
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Definition
| offering financial report |
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Term
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Definition
| provide promotional content in unexpeted palces |
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Term
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Definition
| programs designed to build interest in or encourage purchase of a product ofr short term results. targeted at anyone |
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Term
| 5 consumer slaes promotions |
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Definition
coupons
price deals
rebates and refunds
continuity programs
bonus packs |
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Term
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Definition
| most popular form of promotion |
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Term
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Definition
| frequency or loyalty programs |
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Term
| attention getting consumer sales promotion |
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Definition
contests and sweepstakes
premiums-something free for buying product
sampling |
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