Shared Flashcard Set

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j250
j250
39
Advertising
Undergraduate 2
12/16/2009

Additional Advertising Flashcards

 


 

Cards

Term
CPM
Definition
cost per thousand
Term
magazine medium best advantage
Definition
target 
Term
audience coverage 
Definition
tells advertisers % amount of people viewing specific medium
Term
3 basic media continuity schedules
Definition
continuous, pulsing, sailing 
Term
passed around readership
Definition
medium passed around to a specific audience i.e. health mag at YMCA
Term
high reach
Definition
reach to audience on high volume
Term
Audit Bureau of Circulation 
Definition
responsible for verifying newspaper and magazine content
Term
promotion
Definition
does not bring brand loyalty
Term
push strategy
Definition
pushes advertisements into market rather than pushing actual consumer
Term
PR's control over advertising
Definition

is less that actual advertisers

still have some say

Term

creative side of brain

L or R

Definition
Right side of the brain
Term
20% of readers go on to body copy of ads
Definition
Term
media planning
Definition
translates into strategic decisions on: target market - geographic - duration - efficiency 
Term
envelope
Definition
direct mail - envelope most important in terms of creativity
Term
sales promotions
Definition

consumer PULL

trade PUSH

Term
consumer incentives
Definition
contests, sweepstakes, free product, rebates etc.
Term
marketing
Definition
process or conception, promo, and distribution of ideas and goods
Term
marketing mix
Definition
product, price,promo,place,people
Term
IMC
Definition
integrated marketing and communications - non traditional advertising - PR
Term
packaged goods
Definition
consumed quickly - purchased frequently
Term
durable goods
Definition
last a long time, purchased less often
Term
the marketing process
Definition

P I E

planning

implemenation

evaluation

Term
what is advertising and marketing all about?
Definition
IDEAS
Term
brand
Definition
conceptual idea that focuses the the org. on marketing activites
Term
brand equity
Definition
the value of the brand
Term
AIDA model
Definition

attention

interest

desire

action

Term
Paul Romer
Definition
new ideas rather than material objects drive economic growth
Term
Push strategy
Definition
things marketers push into distribution, not consumers
Term
pull strategy
Definition
directed toward consumer - how can they pull product of the shelf
Term
market segmentation
Definition
separates markets into more directly targeted areas - utilizes 
Term
target market
Definition
group of people most likely to respond to specific area of interest - eliminates waste of time
Term
Rosser Reeves
Definition

USP

unique selling proposition

Term
consumer aperture 
Definition
best "window" for messages
Term
vehicle 
Definition
specific choice within medium
Term
3 central issues concerning ad ethics
Definition

advocay - its persuasive

accuracy - its accuracy

acquisitiveness - 

Term
puffery
Definition
opinionated exaggerations, no facts
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