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Definition
paid, mass-mediated, attempt to persuade for products and services, idea, person, organizations a complex communication process and a dynamic business process |
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| series of coordinated messages placed by a person or organization to persuade an audience |
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| Integrated Brand Promotion |
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Definition
use of many promotional tools in a coordinated manner to build and maintain brand awareness, identity, and preference -coordinated is key |
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| Mass Mediated Communication (fig 1.13) |
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Definition
Production-interaction of advertiser and audience, media, agency that results in production of advertising content -accomodation and negotiation Reception-purpose of context audience understanding of advertisement, meanings formed *no ad has a single meaning for all audience members |
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| Household consumers, business organizations, trade channel, professionals, government officials |
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| most mass media advertising is directed at them, McDonald's, Gap etc. |
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| focus of advertising for firms that produce industrial and business goods and services, software, office equipment, machinery, also non-profit organizations (colleges and labs) |
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| retailers, wholesalers, distributorrs, target for household/business goods, personal selling used |
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| Doctors, lawyers, teachers, people who have special training which leads to specialized needs and interests (through trade journals and magazines) |
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because of large buying of federal, state, and local governments..cars, furniture, computers -through direct mail and web |
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| Ad used worldwide with minor changes, possible only with common appeal |
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International Advertising |
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Definition
| different advertising in different national markets, requires unique advertising due to product adaptions or message appeals tailored to that market |
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Definition
prepares different version of laundry ads because countries approach it differently US-hot powerful washers and dryers Brazil-hang clothes to dry |
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| Global Issues-Lingerie in Saudi Arabia |
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Definition
In global markets any number of unique circumstances can restrict the way advertising is used -even if there are hugebarriers, can't show women for a lingerie ad in Saudi Arabia, breadth and creativity of advertising can overcome it! |
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Term
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Definition
| Marketing Mix, Brand Development and Management, Market Segmentation differentiation and positioning, Revenue and Profit |
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Term
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Definition
blend of strategic emphasis on the product vs. price vs. promotion vs. distribution when a brand is market to consumers -advertising used in the marketing mix used to communicate to a target audience the value a brand has to offer -product, promotion, price, distribution |
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| Brand Development and Management |
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Definition
-Information and persuasion, audeienes learn about a brand's features through advertising -Brand extensions: advertising needed to attract attention -Brand Loyalty: advertising reminds consumers of values -Creating an image: adv helps link a brand's image to a consumer's culture making it personal |
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| Market Segmentation, Differentiation, and Positioning |
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Definition
Market Segmentation-breaking down a large varied market into segments, often segmented due to demographics Differentiation-creating a difference between an organization's brand and the competitors, have to perceive a difference or else they won't buy it Positioning-designing a brand so it can occupy a distinct place in the consumer's mind relative to other brands |
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| Advertising is a promotional tool, process of executing promotion and distribution of ideas to create exchanges that satisfy objectives |
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| name, term, sign, symbol, makes it distinct from other sellers, identifies goods or services |
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Definition
Disney puts its image on a paint can, brand extension |
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| occurs when a consumer repeatedly purchases the same brand to the exclusion of competitor's brands |
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| Maintaining positive assocations with a brand in mind of consumers, creating an image and meaning for the brand |
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Definition
market segmentation, differentiation, positioning -for man over 40, woman over 50, high cholesterol, family history of heart disease |
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Definition
| scan loyalty card, then uploads preferences to computer and website and gives you compatible choices to the things you already have (picked peanut butter, gives you a choice to pick jelly) |
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| Fundamental Purpose of Marketing |
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Definition
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| Adv creates Primary Demand |
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Definition
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| Advertsing Effects on Economy |
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Definition
| GDP, business cycles, competition, prices, value |
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Definition
| advertising contributes to overall consumer demand when it introduces new products |
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| stabilizing effect on business downturns, businesses will increase money on adver to spend thie rway out of a downturn |
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Definition
| stimulates competition which motivates firms to strive for better products which benefits economy, doesn't always work because very costly |
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Definition
| different prodcuts and market conditions demands firms to spend different amounts of money, hard to determine effect on price |
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Definition
a brand provides satisfaciton beyond the cost to buy the product |
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Definition
| legitimacy and power are important to understand and reflect on |
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| Ad spending on percentage of Sales |
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| Contributes to symbolic value of Ray Ban |
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| Integrated Marketing Communications (IMC) |
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Definition
| using promotional tools together to effect communication, need for coordinated messages emphasized |
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Term
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Definition
| emphasis is on the brand and not just communication, focus on buioding brand awareness nad preference coordinated messages need brand building effects, not just communication |
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Definition
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Term
| 3 Best IBP Tools more max ROI |
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Definition
1. Direct Marketing 2. Sales Promotions 3. Coupons |
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Term
| Advertising does but that IBP can't do |
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Definition
| hard to track but provide and image for a brand and position |
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