Term
| 4 elements/components of advertising |
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Definition
1. strategy
2. creative idea
3. execution
4. media planning & buying |
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Term
| 7 stages to the development of advertising |
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Definition
1. age of print
2. emergence of consumer society
3. modern advertising era
4. age of agencies
5. creative era
6. accountability era
7. age of social responsibility |
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Term
| 5 key players in advertising |
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Definition
1. advertiser
2. agency
3. media
4. suppliers
5. audience |
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Term
| 5 claims to prove false advertising |
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Definition
1. false statements have been made
2. ads deceive audience
3. deception must have influence
4. goods are sold
5. company had to have been hurt bc of loss of sales/goodwill |
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Term
| 5 departments in an ad agency |
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Definition
1. account management
2. account planning & research
3. creative development & production
4. media planning & buying
5. internal agency services |
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Term
| 4 basic full-service agency departments |
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Definition
1. management
2. creative services
3. media planning
4. account planning |
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Term
| 4 fundamental elements of advertising |
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Definition
1. strategy
2. idea
3. execution
4. media |
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Term
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Definition
1. consumer
2. business-to-business
3. institutional
4. channel |
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Term
| 5 key concepts in marketing |
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Definition
1. focus on consumers
2. exchange money for product
3. differentiation & competitive advantage
4. added value
5. branding |
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Term
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Definition
1. brand
2. retail/local
3. direct response
4. business-to-business
5. institutional advertising/corporate
6. non-profit
7. PSA |
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Term
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Definition
1. perceive (perception)
2. think (cognition)
3. connect (association)
4. feel (emotion)
5. believe (persuasion)
6. act (behavior) |
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Term
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Definition
1. determine through research what the consumer needs & wants
2. develop, manufacture, market & service goods that fill those needs & wants |
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Term
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Definition
| the way a market assigns special meaning to a product |
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Term
| AIDA-hierarchy of effects |
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Definition
Attention
Interest
Desire
Action |
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Term
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Definition
| The exclusive right for an organization to use or reproduce original work |
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Term
| Where are trademarks registered? |
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Definition
| Since the Lanham Trademark act of 1947, they are registered at the Patent & Trademark office of the department of commerce |
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Term
| 3 government regulatory bodies that relate to advertising |
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Definition
1. FTC-federal trades commission, oversees false advertising
2. FCC-federal communications commission, tv & commercials
3. FDA-food and drug administration, oversees packaging and labelling |
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Term
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Definition
1. source/sender
2. coded message/agency
3. channel/media
4. decoded message/interpretation
5. receiver/target audience
NOISE & FEEDBACK |
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Term
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Definition
| Message cues given below the threshold of perception |
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Term
| What 3 things does the FTC look for? |
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Definition
1. Misleading
2. Reasonable
3. Injurious |
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Term
| Who is responsible for false advertising? |
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Definition
1. Advertiser
2. Agencies
3. Media |
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Term
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Definition
| Process by which we receive information & assign meaning to it |
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Term
| Definition of advertising (5) |
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Definition
1. Paid, can be PSA
2. Sponsor is mention
3. Reaches a broad audience
4. Through mass media
5. Informs and Persuades |
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Term
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Definition
Product
Place
Promotion
Price |
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Term
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Definition
| Word, Symbol or design that identifies a product and indicates its source (nike swoosh for example) |
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Term
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Definition
Push:
Manufacturer>Wholesaler>Retailer>Consumer
Pull:
Consumer>Retailer>Wholesaler>Manufacturer |
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Term
| 7 Strengths of Advertising |
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Definition
1. builds awareness
2. creates brand images
3. provides info
4. persuades
5. reminds & reinforces
6. Reaches large audience
7. introduces products & brands |
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Term
| what is cognitive learning? |
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Definition
| when a presentation of facts, info, and explanations lead to understanding |
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Term
| what is conditional learning? |
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Definition
| forming associations with images/words |
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Term
| marketing process (6 parts) |
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Definition
1. research SWOT
2. set objectives
-target audience/segmentaton
-psychographic/demographic
3. assess consumer needs
4. differentiate
5. develop marketing mix strategy
6. evaluation |
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Term
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Definition
argument: reasons/prove
involvement: intensify relationship
conviction: create agreement
loyalty: repeat purchase
motivation: incentive |
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Term
| 7 Functions of Advertising |
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Definition
1. builds awareness
2. creates a brand image
3. provides info
4. persuades
5. reminds
6. provides incentives
7. reinforces experiences and past purchases |
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Term
| 8 definitions of marketing |
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Definition
Way a products is...
1. designed
2. promoted
3. produced
4. branded
5. tested
6. priced
7. packaged
8. distributed |
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Term
| FTC remedies (5 Steps)for false advertising |
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Definition
1. consent decree
2. cease and desist order is issued
3. corrective advertising
4. consumer redress
5. ad agency is held liable |
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Term
| Cultural/Social influences in decision making: (4) |
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Definition
1. culture/demographics
2. social class
3. reference groups (religious affiliation, political beliefs)
4. family |
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Term
| 5 step consumer decision process |
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Definition
1. need evaluation (what is your need?)
2. information search
3. evaluate alternatives
4. choose
5. post-purchase evaluation |
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Term
| 7 psychological influences on consumers |
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Definition
1. demographics
2. perception
3. learning
4. motivation/needs
5. attitudes
6. personality
7. lifestyle/psychographics |
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Term
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Definition
1. sense of belonging
2. excitement
3. respect from others
4. fun/enjoyment
5. self-fulfillment
6. warm relationships
7. sense of accomplishment
8. security
9. self-respect |
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Term
| Maslow's pyramid (5 basic needs) |
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Definition
top to bottom:
1. self-fulfillment
2. ego
-status, prestige
3. belongingness
-love, friendship, acceptance
4. safety
-security, shelter, protection
5.physiological
-water, sleep, food |
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Term
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Definition
primary
-data collected for the 1st time from original sources, ex. census
secondary
-data from existing sources |
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Term
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Definition
qualitative
-directional (focus groups)
quantitative
-projectable |
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Term
| 5 ways to use research in advertising planning: |
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Definition
1. market information
-market size
-market share
&brand information
2. consumer insight research
3. media research
-what types of media toes TA consume
-where/when are they listening
4. message development
-what attracts consumer to the brand
-strong selling proposition
5. evaluation |
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Term
| 3-part definition of strategic planning |
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Definition
1. the process of identifying a problem that can be solved with marketing communications
2. determining objectives, deciding on strategies and implementing the tactics
3. within a specific time frame |
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Term
| Business plan strategic planning: |
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Definition
1. mission statement
2. situation analysis
-external environment OT
-research
-internal environment SW
3. goal formulation
4. strategy formulation
5. tactics formulation
6. implementation
7. evaluation, feedback & control |
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Term
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Definition
1. historical
2. objective task
3. % of sales
4. competitive spending
5. all you can afford |
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Term
| What do perceptual graphs reveal? |
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Definition
1. gaps represent opportunity
2. they do not necessarily represent reality |
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Term
| consumer response vs advertiser's objective (6) |
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Definition
| 1. perceive - brandy identity 2. feel - brand personality 3. think - brand position 4. associate - brand image 5. believe - brand promise & preference 6. do - loyalty |
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