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FInal Exam
Principles of Advertising Kent State
110
Advertising
Undergraduate 1
04/30/2011

Additional Advertising Flashcards

 


 

Cards

Term
What is Marketing?
Definition
The process of planning and executing concepts, pricing, distribution and promotion of ideas goods and services to create exchanges that satisfy the perceived needs, wants and objectives of individuals and organizations. 
Term
4 P's 
Definition

Product, Price, Place Promotion

5th- Position

Term
Positioning
Definition

Strategic decision that sets a brand apart from competing brands.

Differentiation is key. 

Marketing communications and advertising are critical in positioning. 

Term
IMC- Integrated Marketing Communications
Definition
marketing process that ensures that all forms of communications and messages are carefully linked together
Term
What is advertising?
Definition
is the structured and composed nonpersonal communication of information,usually paid for and usually persuasive in nature, about products (goods and services and ideas) by identified sponsors through various media
Term
target market
Definition
The market segment or group within the market segment toward which all marketing activities will be directed.
Term
Stern Communications Model
Definition

1.Source:

Sponsor--> Author-->Persona

2.Message Type:

autobiography, narrative, drama

3.Receivers:

Implied consumers-->Sponsorial

consumers--> Actual consumers

4. Feedback form consumer -->sponsor

5. Repeat

 

Term
How advertising is used as a marketing tool
Definition

Advertising is used to help attract Marketing primary purpose: revenue.

*To identify products and differentiate them from others.

*To build value, brand preference, and loyalty.

Term
Advertising History: Pre-industrial (pre-1800)
Definition

Printing Press- most important development in advertising history

Led to new advertising vehicles: signs, flyers, newspapers

Drove literacy

Term
Advertising History: Industrial mid 1800- mid 1900
Definition

1. Transportation facilitates distribution

2. Producers need mass consumption to meet their new mass production

3. Radio and TV

Term

Ad history: Golden Age

1940-1980

Definition

Creative revolution

Pepsi evolution

The Product positioning era

Term
Ad History:Post Industrial 1980-present
Definition

1. Traditional products meet more competition

2. Public becomes more aware of life quality

3. Evolution of technology- new ways of advertising

Term

Ad History

Global Interactive Age: 21st century

Definition

1. the world of digital and social media

2. not just mass media anymore- agencies adapt

3. New relationships with consumers

4. A new way of looking at media: paid, earned, owned

Term
Demarketing
Definition
term coined during the energy shortage in the 70s and 80s. It refers to advertising that is used to slow the demand for products.
Term
Economic Functions of Advertising*
Definition
Advertising promotes a healthy economy and informs consumers about the available products.
Term
Abundance Principle
Definition

States that in a economy that produces more goods and services than can be consumed, advertising serves two important purposes:

1. Complete Information; It keeps consumers informed of their alternatives

2. Self-interest; its allows companies to compete more effectively for the consumer dollars.

Term
Puffery
Definition
"The Best" ; refers to exaggerated claims that can't be proved wrong.
Term
Subliminal Advertising
Definition
Advertisements with messages (often sexual) supposedly embedded in illustrations just below the threshold of perception.
Term
4 groups that make up the advertising industry
Definition

1. Advertisers (clients)- McDonalds

2. Agencies- plan & create Ad campaigns

3. Suppliers- photographers, illustrators, printers, video production houses

4. Media- sell time on radio and TV and space in print, out door or digital media.

Term
National Advertisers
Definition
companies that advertise in several geographic regions or throughout the country.
Term
Regional Advertisers
Definition
companies that operate in one part of the country and market exclusively to that region.
Term
Local Advertising
Definition
Advertising by businesses within a city or county directed to consumers within that same geographical area.
Term
interactive agency
Definition
An advertising agency that specializes in the creation of ads for digital interactive medium such as web pages, CD-ROMS, or electronic kiosks.
Term
international agency
Definition
has offices or affiliates in major communication centers around the world and can help its clients market internationally or globally.
Term
general consumer agency
Definition
An agency that represents the widest variety of accounts, but it concentrates on companies that make goods purchased chiefly by consumers.
Term
full-service agency
Definition

An agency equipped to serve its clients in all areas of communication and promotion. 

*planning, creating, producing ads, performing research, media selections services.

Non advertising services: 

*Sales promo materials, publicity articles, annual reports, trade show exhibits, and sales train materials. 

Term
business to business agency
Definition
directed at people who buy or specify goods for business use.
Term
creative boutiques
Definition
an organization of creative specialists (such as art directors, designers and copywriters) who work for advertisers and occasionally advertising agencies to develope creative concepts, advertising messages, and specialized art. Only performs creative work.
Term
media-buying service
Definition
an organization that specializes in purchasing and packaging radio and television time.
Term
Art Studios
Definition
design and produce artwork and illustrations for advertisments.
Term
web design houses
Definition
specialists who understand web based technologies and can design as and web pages that are both effective and cost efficient. 
Term
printer
Definition

*prepare artwork for reproduction

*operate digital scanning machines

 

Term
independent production houses
Definition
specialize in film or video production or both.
Term
independent research companies
Definition

Research firms that work outside of an agency. They may come in all sizes and specialties, and they employ staff statisticians, field interviewers, and computer programmers, as well as analysts with degrees in:

psychology, sociology, and marketing.

Term
Artist
Definition
a role in the creative process that experiments and plays with a variety of approaches, looking for an original idea.
Term
explorer
Definition
a role in the creative process that searches for new info, paying attention to unusual patterns.
Term
Judge role
Definition
a role in the creative process that evaluates the results of experimentation and decides which approach is more practical.
Term
creative director
Definition
heads a creative team of agency copywriters, and artists that is assigned to a clients business; is responsible for the creative product.
Term
warrior
Definition
a role in the creative process that overcomes excuses, idea killers, setbacks and obstacles to bring a creative concept to realization.
Term
copy writer
Definition
develops the verbal message within the ad spoken by an imaginary persona
Term
art director
Definition
responsible for the nonverbal aspect, the design, which determines the visual feel of the ad.
Term
account manager
Definition

*the liason between the agency and the client

*manages the agency's services for the benefit of the client

*represents the agency's point of view to the client

Term
Product utility
Definition

the special relationship between a customers needs and the products problem-solving skills

*use research to develop maximum utility

Term
Purpose of marketing
Definition
create exchanges that satisfy the perceived needs, wants and objective of individuals.
Term
cognitive dissonance
Definition

inconsistancy between a consumer's beliefs and what the reality becomes:

was it worth the money?

will it last?

could i find a better on for cheaper?

Term
evoked set
Definition
alternative the consumer evaluates when it comes time to purchase a product
Term
evaluative criteria
Definition

standards used to judge the features and benefits of alternative products.

ex: brand preference, style, speed, durability

Term
persuassion
Definition

a change in belief, attitude, or behavioral intention

ex: comparison/competitive markets like phone service.

Term
brand loyalty
Definition
the consumers conscious or unconscious decision-expressed through intention or behavior--to repurchase a brand continually.
Term
stimuli
Definition

physical info we receive through our senses.

ex: seeing a taco bell commercial and then hungry

Term
Brand
Definition

combination of name/words/symbols/designs that identifies the product and its source and distinguishes it from competing products.

*fundamental differentiating device for all products

Term
Brand equity
Definition

the totality of what consumers and other external parties fall and think about a brand over an extended period of time. 

=the value of the brand

Term
Brand DNA/values/identity
Definition

DNA: brand identity MUST be associated with core values

 

values: the take away associations

 

identity:3-5 words you want consumers to associate with your brand

Term
market segmentation
Definition

1. identifying groups of people/orgs with shared needs and characteristics.

2.combining these markets into bigger market segments according to their interest in the products utility

Term
behavioristic segmentation
Definition

segments by:

1. user status- non user, potential user, ex user, sole user

2. purchase occasion- regular occasion, special occasion

3. benefits sought- economy, convenience, prestige

Term
benefit segmentation
Definition
is the prime objective of many consumer attitude studies and the basis for many successful ad campaigns.
Term
geographic segmentation
Definition

people in one region of a country have different needs and wants than other regions. 

florida: boats jetskis

Term
demographic segmentation
Definition
sex, age, ethnicity, edu, income, occupation
Term
geodemographic segmentation
Definition
combines demographics with geographics
Term
psychographic segmentation
Definition
marketers group people by their attitudes, values and personality.
Term
marketing research
Definition
the systematic gathering, recording and analysis or information to help managers make marketing decisions. 
Term
media subclasses
Definition

PRINT: Newspaper, magazine

ELECTRONIC: radio, TV

DIGITAL INTERACTIVE:Internet Kiosks, ATMs

DIRECT MAIL:Catalog, Brochure

OUT OF HOME: outdoor, transit

Term
media vehicles
Definition

PRINT: Ny times, elle

Electronic: The ellen degeneres show

Digital interactive: yahoo, email, facebook

direct mail: spiegel

out of home: billboards, bus benches

Term
media units
Definition
size or length of an ad
Term
Steps in the research process
Definition

1. situation analysis and problem definition

2. exporatorary research

3. construction of research objectives

4. formal resaerch

5. interpretation and reporting findings

Term
primary research
Definition
information collected about a specific problem; expensive
Term
secondary research
Definition
information already collected or published.
Term
qualitative research
Definition
consumer open thoughts and opinions
Term
quantitative research
Definition
hard marketing numbers
Term
marketing strategy
Definition
describes how to achieve our objectives
Term
SWOT analysis
Definition
detailed description of a marketing situation in internal and external factors: strenghs, weaknesses, opportunities, threats
Term
marketing objective
Definition

clear, quantifiable goals to be accomplished during a specific time period

 

Term
purpose of media planning
Definition
direct ad messages to the right place, the right ppl & at the right time
Term
reach
Definition
total number or ppl/households reached by an medium in a given amount of time. usually 4 weeks
Term
frequency
Definition
measures the intensity of the media schedule, based on repeated exposures.
Term
continuity
Definition
the duration of an ad campaign
Term
GRP
Definition
Reach x frequency= GRPs
Term
Two main things that make advertising effective
Definition
Relevance and resonance
Term
strategic relevance
Definition
it might be entertaining but not relevant. Relevance is the key to strategic work.
Term
creative brief
Definition
serves as the creative teams guide for writing and producing the ad.
Term
design
Definition
how the art director and graphic artist choose and structure the artistic elements of an ad.
Term
layout
Definition
overall orderly arrangement of all the format elemetns of an ad: visuals, headline, subheads, body copy, slogan, seal, logo and signature
Term
benefit headlines
Definition

promise the audience that experiencing the utility of the product or service will be rewarding. 

*speak a foreign language in 30 days or get your money back!

Term
new/info headline
Definition

announces news or promises information

*Osama is dead

Term
question headline
Definition
asks a question encouraging readers to search for the answer in the body of an ad
Term
question headline
Definition
Term
provocative headlines
Definition
to provoke a readers curioosity
Term
command headline
Definition

orders the reader to do something, so it might seem negative. 

*Obey your thirst

Term
straight sell copy
Definition

writers immediately explain or develop headline

very factual

Term
institutional copy
Definition
promote a philosophy of the brand rather than a specific product
Term
narrative copy
Definition
tell a story. good opportunity for emotional appeal.
Term
dialogue/monologue copy
Definition
first person consumer narrative
Term
picture captions copy
Definition
tells a story with illustrations and captions
Term
consumer magazines
Definition

purchased for entertainment, info or both, are edited for consumers who buy products for their own personal consumption. 

Ex: Time, Glamour, Good Housekeeping

Term
Farm publications
Definition
are directed to farmers
Term
business magazines
Definition
target business readers
Term
primary readership (circulation)
Definition
the # of ppl who buy the publication
Term
secondary readership
Definition
pass a long, estimated by market research
Term
vertical publication
Definition
one of two classifications of business publications; covers a specific industry in all its aspects
Term
horizontal publications
Definition
a particular job function across industries.
Term
CPM- cost per thousand
Definition

page rate/ (circulation/1000)= CPM

how much it costs to reach a thousand people with a one time full page ad

 

Term
Broadcast TV Pros/Cons
Definition

Pros: mass coverage, cheap, some selectivity

Cons: high production costs, high airtime cost, limited selectivity, brevity, clutter, zipping&zapping

Term
Cable Tv Pros/Cons
Definition

Pros: Selectivity, audience demographics, low cost, flexibility

Cons: limited reach, fragmentation, quality, zipping&zapping

Term
Radio Ad: imagery transfer
Definition
run a commercial on TV and then on the radio, more than 75% of ppl run the ad through their heads.
Term
Keys to success in radio ads
Definition

1. identify stations with the greatest concentration

2. identify stations with a good format for buyers

3. What time to run the ad

4. make a schedule of the best time periods

5. asses buying the time; use reach&freq

6. determine cost per 1000 ppl reached

7. negociate and place the buy

Term
types of outdoor ads
Definition

1. bulletin structures- billboards

2. 30 sheet poster panel

3. stock posters

4. junior posters

5. spectaculars- times square

Term
packaging; how it aids marketers
Definition
protection, preservation, information and promotion.
Term
trade shows
Definition
exhibitions where manufacturers, dealers and buyers get together for demonstration and discussion.
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