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Mkt 440
Ch. 1-8 Advertising and Promotion
227
Marketing
Undergraduate 4
02/28/2012
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Term
Chapter 8: Creative Strategy and Development
 Definition
Term
CREATIVE STRATEGY
 Definition
A determination of what an advertising message will say or communicate to a target audience.
Term
CREATIVE TACTICS
 Definition
A determination of how an advertising message will be implemented so as to execute the creative strategy.
Term
ADVERTISING CREATIVITY
 Definition
The ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems.
Term
DIVERGENCE
 Definition
Refers to the extent to which an ad contains elements that are novel, different, or unusual.
Term
RELEVANCE
 Definition
The degree to which the various elements of an advertisement are meaningful, useful, or valuable to the customer.
Term
ACCOUNT PLANNING
 Definition
The process of conducting research and gathering all relevant information about a client's product, service, brand, and consumers in the target audience for use in the development of creative strategy as well as other aspects of the IMC campaign.
Term
GENERAL PREPLANNING INPUT
 Definition
Information gathering and/or market research on trends, developments, and happenings in the marketplace that can be used to assist in the initial stages of the creative process in advertising.
Term
PRODUCT/SERVICE-SPECIFIC PREPLANNING INPUT
 Definition
Specific studies provided to the creative department on the product or service, the target audience, or a combination of the two.
Term
PROBLEM DETECTION
 Definition
A creative research approach in which consumers familiar with a product (or service) are asked to generate and exhaustive list of problems encoutered in its use.
Term
FOCUS GROUPS
 Definition
A qualitative marketing research method whereby a group of 10 to 12 consumers from the target market is led through a discussion regarding a particular topic such as a product, service, or advertising campaign.
Term
ETHNOGRAPHIC RESEARCH
 Definition
A research technique that involves observing or studying consumers in their natural environment.
Term
STORYBOARD
 Definition
A series of drawings used to present the visual plan or layout of a proposed commercial.
Term
ANIMATIC
 Definition
A preliminary version of a commercial whereby a videotape of the frames of a storyboard is produced along with an audio soundtrack.
Term
ADVERTISING CAMPAIGN
 Definition
A comprehensive advertising plan that consists of a series of messages in a variety of media that center on a single theme or idea.
Term
CAMPAIGN THEME
 Definition
The central message or idea that is communicated in all advertising and other promotional activities.
Term
SLOGAN (TAGLINE)
 Definition
A statement or phrase consisting of a few words that succinctly expresses the company image, identity, and/or positioning a company or brand wants to communicate.
Term
CREATIVE BRIEF
 Definition
A document that specifies the basic elements of the creative strategy such as the basic problem or issue the advertising must adress, the advertising and communication objectives, target audience, major selling idea or key benefits to communicate, campaign theme or appeal, and supportive information or requirements.
Term
MAJOR SELLING IDEA
 Definition
The basis for the central theme or message idea in an advertising campaign.
Term
UNIQUE SELLING PROPOSITION (USP)
 Definition
An advertising strategy that focuses on a product or service attribute that is distinctive to a particular brand and offers an important benefit to the customer.
Term
IMAGE ADVERTISING
 Definition
Advertising that creates an identity for a product or service by emphasizing psychological meaning or symbolic association with certain values, lifestyles and the like.
Term
INHERENT DRAMA
 Definition
An approach to advertising that focuses on the benefits of charachteristics that lead a customer to purchase a product or service and uses dramatic elements to emphasize them.
Term
CHAPTER 7: ESTABLISHING OBJECTIVES AND BUDGETING FOR THE PROMOTIONAL PROGRAM
 Definition
Term
MARKETING OBJECTIVES
 Definition
Goals to be accomplished by an organizations overall marketing program such as sales, market share, or profitability.
Term
INTEGRATED MARKETING COMMUNICATIONS OBJECTIVES
 Definition
Statements of what various aspects of the integrated marketing communications program will accomplish with respect to factors such as communication tasks, sales, market share, and the like.
Term
CARRYOVER EFFECT
 Definition
A delayed or lagged effect whereby the impact of advertising on sales can occur during a subsequent time period.
Term
DAGMAR
 Definition
An acronym that stands for defining advertising goals for measured advertising results. An approach to setting advertising goals and objectives developed by Russell Colley.
Term
COMMUNICATIONS TASK
 Definition
Under the DAGMAR approach to setting advertising goals and objectives, something that can be performed by and attributed to advertising such as awareness, comprehension, conviction, and action.
Term
BENCHMARK MEASURES
 Definition
Measures of a target audiences status concerning respond hierarchy variables such as awareness, knowledge, image, attitudes, preferences, intentions, or behavior. These measures are taken at the beginning of an advertising promotional campaign to determine the degree to which a target audience must be changed or moved by a promotional campaign.
Term
ZERO-BASED COMMUNICATIONS PLANNING
 Definition
An approach to planning the integrated marketing communications program that involves determining what tasks need to be done and what marketing communication functions should be used to accomplish them and to what extent.
Term
CONTRIBUTION MARGIN
 Definition
The difference between the total revenue generated by a product or a brand and its total variable costs.
Term
MARGINAL ANALYSIS
 Definition
A principle of resource allocation that balances incremental revenues against incremental costs.
Term
CONCAVE-DOWNWARD FUNCTION MODEL
 Definition
An advertising/sales response function that views the incremental effects of advertising on sales as decreasing.
Term
S-SHAPED RESPONSE CURVE
 Definition
A sales response model that attempts to show sales responses to various levels of advertising and promotional expenditures.
Term
TOP-DOWN APPROACHES
 Definition
Budgeting approaches in which the budgetary amount is established at the executive level and monies are passed down to the various departments.
Term
AFFORDABLE METHOD
 Definition
A method of determining the budget for advertising and promotion where all other budget areas are covered and remaining monies are available for allocation.
Term
ARBITRARY ALLOCATION
 Definition
A method for determining the budget for advertising and promotion based on arbitrary decisions of executives
Term
PERCENTAGE-OF-SALES METHOD
 Definition
A budget method in which the advertising and/or promotions budget is set based on a percentage of sales of the product.
Term
CLIPPING SERVICE
 Definition
A service which clips competitors advertising from local print media allowing the company to monitor the types of advertising that are running or to estimate their advertising expenditures
Term
COMPETITIVE PARITY METHOD
 Definition
A method of setting the advertising and promotion budget based on matching the absolute level of percentage of sales expenditures of the competition
Term
ROI(RETURN ON INVESTMENT) BUDGETING METHOD
 Definition
A budgeting method in which advertising and promotions are considered investments, and thus measurements are made in an attempt to determine the returns achieved by these investments.
Term
OBJECTIVE AND TASK METHOD
 Definition
A build up approach to budget setting involving a three-step process: (1)determining objectives, (2)determining the strategies and tasks required to attain these objectives, and (3)estimating the costs associated with these strategies and tasks.
Term
BUILDUP APPROACH
 Definition
A method of determining the budget for advertising and promotion by determining the specific tasks that have to be performed and estimating the costs of performing them. See objective and task method.
Term
PAYOUT PLAN
 Definition
A budgeting plan that determines the investment value of the advertising and promotion appropriation.
Term
COMPUTER SIMULATION MODELS
 Definition
Quantitative-based models that are used to determine the relative contribution of advertising expenditures on sales response.
Term
ECONOMIES OF SCALE
 Definition
A decline in costs with accumulated sales or production. In advertising, economies of scale often occur in media purchases as the relative costs of advertising time and/or space may decline as the size of the media budget increases
Term
Chapter 6: Source, Message, and Channel Factors
 Definition
Term
PERSUASION MATRIX
 Definition
A communications planning model in which the stages of the response process (dependent variables)and the communications components (independent variables) are combined to demonstrate the likely effect that the independent variables will have on the dependent variables
Term
SOURCE
 Definition
The sender--person, group, or organization--of the message
Term
CREDEBILITY
 Definition
The extent to which a source is perceived as having knowledge, skill, or experience relevant to a communication topic and can be trusted to give an unbiased opinion or present objective information on the issue.
Term
INTERNALIZATION
 Definition
The process by which a credible source influences a message recipient. Internalization occurs when the receiver is motivated to have an objectively correct position on an issue and the receiver will adopt the opinion or attitude of the credible communicator if he or she believes the information from this source represents an accurate position on the issue.
Term
SLEEPER EFFECT
 Definition
A phenomenon in which the persuasiveness of a message increases over time.
Term
ATTRACTIVENESS
 Definition
A source characteristic that makes him or her more appealing to a message recipient. Source attractiveness can be based on similarity, familiarity, or likability.
Term
IDENTIFICATION
 Definition
The process by which an attractive source influences a message recipient. Identification occurs when the receiver is motivated to seek some type of relationship with the source and adopt a similar position in terms of beliefs, attitudes, preferences, or behavior.
Term
SOURCE POWER
 Definition
The power of a source as a result of his or her ability to administer rewards and/or punishments to the receiver.
Term
COMPLIANCE
 Definition
A type of influence process where a receiver accepts the position advocated by the source to obtain favorable outcomes or to avoid punishment.
Term
PRIMACY EFFECT
 Definition
A theory that the first information presented in the message will be the most likely to be remembered.
Term
RECENCY EFFECT
 Definition
The theory that arguments presented at the end of the message are considered to be stronger and therefor are more likely to be remembered.
Term
ONE-SIDED MESSAGE
 Definition
Communications in which only positive attributes or benefits of a product or service are presented.
Term
TWO-SIDED MESSAGE
 Definition
A message in which both good and bad points about a product or claim are presented.
Term
REFUTATIONAL APPEAL
 Definition
A type of message in which both sides of the issue are presented in the communication, with arguments offered to refute the opposing viewpoint.
Term
COMPARATIVE ADVERTISING
 Definition
The practice of either directly or indirectly naming one or more competitors in an advertising message and usually making a comparison on one or more specific attributes or characteristics.
Term
FEAR APPEALS
 Definition
An advertising message that creates anxiety in a receiver by showing negative consequences that can result from engaging in (or not engaging in) a particular behavior.
Term
WEAROUT
 Definition
The tendency for a television or radio commercial to lose its effectiveness when seen and/or heard repeatedly.
Term
QUALITATIVE MEDIA EFFECT
 Definition
The positive or negative influence the medium may contribute to the message.
Term
CLUTTER
 Definition
The non program material that appears in a broadcast environment, including commercials, promotional messages for shows, public service announcements, and the like.
Term
Chapter 5: The Communication Process
 Definition
Term
COMMUNICATION
 Definition
The passing of information, exchange of ideas, or processes establishing shared meaning between a sender and a reciever.
Term
SOURCE
 Definition
The sender--person, group, or organization--of the message.
Term
ENCODING
 Definition
The process of putting thoughts, ideas, or information into a symbolic form.
Term
MESSAGE
 Definition
A communication containing information or meaning that a source wants to convey to a receiver.
Term
CHANNEL
 Definition
The message or medium by which communication travels from a source or sender to a receiver.
Term
WORD-OF-MOUTH COMMUNICATION
 Definition
Social channels of communication such as friends, neighbors, associates, co-workers, or family members.
Term
BUZZ MARKETING
 Definition
New term for "word-of-mouth" marketing. Also known as consumer-generated marketing or viral marketing.
Term
MASS MEDIA
 Definition
Non personal channels of communication that allow a message to be sent to many individuals at one time.
Term
RECIEVER
 Definition
The person or persons with whom the sender of a message shares thoughts or information.
Term
DECODING
 Definition
The process by which a message recipient transforms and interprets a message.
Term
FIELD OF EXPIERIENCE
 Definition
The experiences, perceptions, attitudes, and values that senders and receivers of a message bring to a communication situation.
Term
NOISE
 Definition
Extraneous factors that create unplanned distortion or interference in the communications process.
Term
RESPONSE
 Definition
The set of reactions the receiver has after seeing, hearing, or reading a message.
Term
FEEDBACK
 Definition
Part of the message recipient's response that is communicated back to the sender. Feed can take a variety of forms and provides a sender with a way of monitoring how an intended message is decoded and received.
Term
AIDA MODEL
 Definition
A model that depicts the successive stages a buyer passes through in the personal selling process including attention, interest, desire, and action.
Term
HIERARCHY OF EFFECTS MODEL
 Definition
A model of the process by which advertising works that assumes a consumer must pass through a sequence of steps from initial awareness to eventual action. The stages include awareness, interest, evaluation, trial, and adoption.
Term
INNOVATION ADOPTION MODEL
 Definition
A model that represents the stages a consumer passes through in the adoption process for an innovation such as a new product. The series of steps includes awareness, interest, evaluation, trial, and adoption.
Term
INFORMATION PROCESSING MODEL
 Definition
A model of advertising effects developed by William McGuire that views the receiver of a message as an information processor and a problem solver. The model views the receiver as passing through a response heirarchy that includes a series of stages including message presentation, attention, comprehension, acceptance or yielding, retention, and behavior.
Term
STANDARD LEARNING MODEL
 Definition
Progression by the consumers through a learn-feel-do hierarchical response.
Term
DISSONANCE/ATTRIBUTION MODEL
 Definition
A type of response heirarchy where consumers first behave, then develop attitudes or feelings as a result of that behavior, and then learn or process information supports the attitude and behavior.
Term
LOW-INVOLVEMENT HIERARCHY
 Definition
A response hierarchy whereby a message recipient is viewed as passing from cognition to behavior to attitude change.
Term
COGNITIVE RESPONSES
 Definition
Thoughts that occur to a message recipient while reading, viewing, and/or hearing a communication.
Term
COUNTERARGUMENTS
 Definition
A type of thought or cognitive response a receiver has that is counter or opposite to the position advocated in a message.
Term
SUPPORT ARGUMENTS
 Definition
Consumers' thoughts that support or affirm the claims being made by a message.
Term
SOURCE DEROGATIONS
 Definition
Negative thoughts generated about the source of a communication.
Term
SOURCE BOLSTERS
 Definition
Favorable cognitive thoughts generated by toward the source of a message.
Term
AD EXECUTION-RELATED THOUGHTS
 Definition
A type of thought cognitive response a message recipient has concerning factors related to the execution of the ad such as creativity, visual effects, color, and style.
Term
ATTITUDE TOWARD THE AD
 Definition
A message recipient's affective feelings of favorability or unfavorability toward an advertisement.
Term
ELABORATION LIKELIHOOD MODEL (ELM)
 Definition
A model that identifies two processes by which communications can lead to persuasion-central and peripheral routes.
Term
CENTRAL ROUTE TO PERSUASION
 Definition
One of two routes to persuasion recognized by the elaboration likelihood model. The central route to persuasion views a message recipient as very active and involved in the communication process and as having the ability and motivation to attend to and process a message.
Term
PERIPHERAL ROUTE TO PERSUASION
 Definition
In the elaboration likelihood model, one of two routes to persuasion in which the receiver is viewed as lacking the ability or motivation to process information and is not likely to be engaged in detailed cognitive processing.
Term
Chapter 4: Perspectives on Consumer Behavior
 Definition
Term
CONSUMER BEHAVIOR
 Definition
The process and activities that people engage in when searching for, selecting, purchasing, using, evaluating, and disposing of products and services so as to satisfy their needs and desires.
Term
PROBLEM RECOGNITION
 Definition
The first stage of the consumer's decision-making process in which the consumer perceives a need and becomes motivated to satisfy it.
Term
WANT
 Definition
A felt need shaped by a person's knowledge, culture, and personality.
Term
MOTIVES
 Definition
Something that compels or drives a consumer to take a particular action.
Term
HIERARCHY OF NEEDS
 Definition
Abraham Maslow's theory that human needs are arranged in an order or hierarchy based on their importance. The need hierarchy includes physiological, safety, social/love and belonging, esteem, and self-actualization needs.
Term
PSYCHOANALYTIC THEORY
 Definition
An approach to the study of human motivations and behaviors pioneered by Sigmund Freud.
Term
MOTIVATION RESEARCH
 Definition
Qualitative research designed to probe the consumer's subconscious and discover deeply rooted motives for purchasing a product.
Term
INTERNAL SEARCH
 Definition
The process by which a consumer acquires information by accessing past experiences or knowledge stored in memory.
Term
EXTERNAL SEARCH
 Definition
The search process whereby consumers seek and acquire information from external sources such as advertising, other people, or public sources.
Term
PERCEPTION
 Definition
The process by which an individual receives, selects, organizes, and interprets information to create a meaningful picture to the world.
Term
SENSATION
 Definition
The immediate and direct response of the senses (taste, smell, sight, touch, and hearing) to a stimulus such as an advertisement, package, brand name, or point-of-purchase display.
Term
SELECTIVE PERCEPTION
 Definition
The perceptual process involving the filtering or screening of exposure, attention, comprehension, and retention.
Term
SELECTIVE EXPOSURE
 Definition
A process whereby consumers choose whether or not to make themselves available to media and message information.
Term
SELECTIVE ATTENTION
 Definition
A perceptual process in which consumers choose to attend some stimuli and not others.
Term
SELECTIVE COMPREHENSION
 Definition
The perceptual process whereby consumers interpret information based on their own attitudes, beliefs, motives and experiences.
Term
SELECTIVE RETENTION
 Definition
The perceptual process whereby consumers remember some information but not all.
Term
MNEMONICS
 Definition
Basic cues such as symbols, rhymes, and associations that facilitate the learning an memory process.
Term
SUBLIMINAL PERCEPTION
 Definition
The ability of an individual to perceive a stimulus below the level of conscious awareness.
Term
EVALUATIVE CRITERIA
 Definition
The dimensions or attributes of a product or service that are used to compare different alternatives.
Term
FUNCTIONAL CONSEQUENCES
 Definition
Outcomes of a product or service usage that are tangible and can be directly experienced by a consumer.
Term
PSYCHOSOCIAL CONSEQUENCES
 Definition
Purchase decision consequences that are intangible, subjective, and personal.
Term
MULTIATTRIBUTE ATTITUDE MODEL
 Definition
A model of attitudes that views an individual's evaluation of an object as being a function of the beliefs that he or she has toward the object on various attributes and the importance of these attributes.
Term
SALIENT BELIEFS
 Definition
Beliefs concerning specific attributes or consequences that are activated and form the basis of an attitude.
Term
INTEGRATION PROCESSES
 Definition
The way information such as product knowledge, meanings, and beliefs is combined to evaluate two or more alternatives.
Term
HEURISTICS
 Definition
Simplified of basic decision rules that can be used by a consumer to make a purchase choice, such as buy the cheapest brand.
Term
AFFECT REFERRAL DECISION RULE
 Definition
A type of decision rule where selections are made on the basis of an overall impression or affective summary evaluation of the various alternatives under consideration.
Term
PURCHASE INTENTION
 Definition
The predisposition to buy a certain brand or product.
Term
BRAND LOYALTY
 Definition
Preference by a consumer for a particular brand that results in continual purchase of it.
Term
COGNITIVE DISSONANCE
 Definition
A state of psychological tension or post purchase doubt that a consumer may experience after making a purchase decision. This tension often leads the consumer to try to reduce it by seeking supportive information.
Term
CLASSICAL CONDITIONING
 Definition
A learning process whereby a conditioned stimulus that elicits a response is paired with a neutral stimulus that does not elicit any particular response. Through repeated exposure, the neutral stimulus comes to elicit the same response as the conditioned stimulus.
Term
CONDITIONED STIMULUS
 Definition
In classical conditioning, a stimulus that becomes associated with an unconditioned stimulus an capable of evoking the same response or reaction as the unconditioned stimulus.
Term
CONDITIONED RESPONSE
 Definition
In classical conditioning, a response that occurs as a result of exposure to a conditioned stimulus.
Term
OPERANT CONDITIONING(INSTRUMENTAL CONDITIONING)
 Definition
A learning theory that views the probability of behavior as being dependent on the outcomes or consequences associated with it.
Term
REINFORCEMENT
 Definition
The rewards or favorable consequences associated with a particular response.
Term
SCHEDULES OF REINFORCEMENT
 Definition
The schedule by which behavioral response is rewarded.
Term
SHAPING
 Definition
The reinforcement of successive acts that lead to a desired behavior pattern or response.
Term
CULTURE
 Definition
The complexity of learned meanings, values, norms, and customs shared by members of a society.
Term
SUBCULTURES
 Definition
Smaller groups within a culture that possess similar beliefs, values, norms, and patterns of behavior that differentiate them from the larger cultural mainstream.
Term
SOCIAL CLASS
 Definition
Relatively homogeneous divisions of society into which people are grouped based on similar lifestyles, values, norms, interests, and behaviors.
Term
REFERENCE GROUP
 Definition
A group whose perspectives, values, or behavior is used by an individual as the basis for his or her judgments, opinions, and actions.
Term
SITUATIONAL DETERMINANTS
 Definition
Influences originating from the specific situation in which consumers are to use the product or brand.
Term
Chapter 3: Organizing for Advertising and Promotion
 Definition
Term
CLIENTS
 Definition
The organizations with the products, services, or causes to be marketed and for which advertising agencies and other marketing promotional firms provide services.
Term
ADVERTISING AGENCY
 Definition
A firm that specializes in the creation, production, and placement of advertising messages and may provide other services that facilitate the marketing communications process.
Term
MEDIA ORGANIZATIONS
 Definition
One of the four major participants in the integrated marketing communications process whose function is to provide information or entertainment to subscribers, viewers, or readers while offering marketers an environment for reaching audiences with print and broadcast messages.
Term
SPECIALIZED MARKETING COMMUNICATIONS SERVICES
 Definition
Organizations that provide marketing communications services in their areas of expertise including direct marketing, public relations, and sales promotion firms.
Term
COLLATERAL SERVICES
 Definition
Companies that provide companies with specialized services such as package design, advertising production, and market research.
Term
ADVERTISING MANAGER
 Definition
The individual in an organization who is responsible for the panning, coordinating, budgeting, and implementing of the advertising program
Term
CENTRALIZED SYSTEM
 Definition
An organizational system whereby advertising along with other marketing activities such as sale, marketing research, and planning are divided along functional lines and are run from one central marketing department.
Term
DECENTRALIZED SYSTEM
 Definition
An organized system whereby planning and decision-making responsibility for marketing, advertising, and promotion lies with a product/brand manager or management team rather than a centralized department.
Term
BRAND MANAGER
 Definition
The person responsible for planning, implementation, and control of the marketing program for an individual brand.
Term
CATEGORY MANAGEMENT SYSTEM
 Definition
An organizational system whereby managers have responsibility for the marketing programs for a particular category or line of products.
Term
IN-HOUSE AGENCY
 Definition
An advertising agency set up, owned, and operated by and advertiser that is responsible for planning and executing the company's advertising program.
Term
BILLINGS
 Definition
The amount of client money agencies spend on media purchases and other equivalent activities. Billings are often used as a way of measuring the size of advertising agencies.
Term
SUPERAGENCIES
 Definition
Large external agencies that offer integrated marketing communications on a worldwide basis.
Term
FULL-SERVICE AGENCY
 Definition
An advertising agency that offers clients a full range of marketing and communications services including the planning, creating, producing, and placing of advertising messages and other forms of promotion.
Term
ACCOUNT EXECUTIVE
 Definition
The individual who serves as liaison between the advertising agency and the client. The account executive is responsible for managing all of the services the agency provides to the client and representing the agency's point of view to the client.
Term
ACCOUNT PLANNERS
 Definition
Advertising agency personnel who gather information that is relevant to a client's product or service and can be used in the development of the creative strategy, as well as other aspects of an IMC campaign.
Term
COPYWRITERS
 Definition
Individual who helps conceive the ideas for ads and commercials and writes the words or copy for them.
Term
DEPARTMENTAL SYSTEM
 Definition
The organization of an advertising agency into departments based on functions such as account services, creative, media, marketing services, and administration.
Term
GROUP SYSTEM
 Definition
The organization of an advertising agency by dividing it into groups consisting of specialists from various departments such as creative, media, marketing services, and other areas.These groups work together to service particular accounts.
Term
CREATIVE BOUTIQUE
 Definition
An advertising agency that specializes in a provides only services related to the creative aspects of advertising.
Term
MEDIA SPECIALIST COMPANIES
 Definition
Companies that specialize in the buying of advertising media time and space, particularly for radio and television.
Term
COMMISSION SYSTEM
 Definition
A method of compensating advertising agencies whereby the agency receives a specified commission (traditionally 15 percent) from the media on any advertising time or space it purchases.
Term
NEGOTIATED COMMISION
 Definition
A method of compensating advertising agencies whereby the client and agency negotiate the commission structure rather than relying on the traditional 15 percent media commission.
Term
FIXED-FEE METHOD (AGREEMENT)
 Definition
A method of agency compensation whereby the agency and client agree on the work to be done and the amount of money the agency will be paid for its services.
Term
FEE-COMMISSION COMBINATION
 Definition
A type of compensation system whereby an advertising agency establishes a fixed monthly fee for its services to a client and media commissions received by the agency are credited against the fee.
Term
COST-PLUS SYSTEM
 Definition
A method of compensating advertising agencies whereby the agency receives a fee based on the cost of the work it performs plus an agreed-on amount for profit.
Term
INCENTIVE-BASED SYSTEM
 Definition
A form of compensation whereby an advertising agency's compensation level depends on how well it meets predetermined performance goals such as sales or market share.
Term
PERCENTAGE CHARGES
 Definition
The markups charged by advertising agencies for services provided to clients.
Term
FINANCIAL AUDIT
 Definition
An aspect of the advertising agency evaluation process that focuses on how the agency conducts financial affairs related to serving a client.
Term
QUALITATIVE AUDIT
 Definition
An audit of the advertising agency's efforts in planning, developing, and implementing the client's communications programs.
Term
DIRECT-MARKETING AGENCIES
 Definition
A company that provides a variety of direct-marketing services to their clients including database management, direct mail, research, media service, creative, and production.
Term
SALES PROMOTION AGENCY
 Definition
An organization that specializes in the planning and implementation of promotional programs such as contests, sweepstakes, sampling, premiums, and incentive offers for its clients.
Term
PUBLIC RELATIONS FIRM
 Definition
An organization that develops and implements programs to manage a company's publicity, image, and affairs with consumers and other relevant public's.
Term
INTERACTIVE AGENCIES
 Definition
An organization that specializes in the creation of interactive media such as CD-ROMs, kiosks, and websites.
Term
Chapter 2: The Role of IMC in the Marketing Process
 Definition
Term
STRATEGIC MARKETING PLAN
 Definition
The planning framework for specific marketing activities.
Term
MARKET SEGMENTS
 Definition
Identifiable groups of customers sharing similar needs, wants, and other characteristics that make them likely to respond in a similar fashion to a marketing program.
Term
MARKET OPPORTUNITIES
 Definition
Areas where a company believes there are favorable demand trends, needs, and/or wants that are not being satisfied, and where it can compete effectively.
Term
COMPETITIVE ADVANTAGE
 Definition
Something unique or special that a firm does or possesses that provides an advantage over its competitors.
Term
TARGET MARKETING
 Definition
The process of identifying the specific needs of segments, selecting one or more of these segments as a target, and developing marketing programs directed to each.
Term
MARKET SEGMENTATION
 Definition
The process of dividing a market into distinct groups that have common needs and will respond similarly to a marketing action.
Term
GEOGRAPHIC SEGMENTATION
 Definition
A method of segmenting a market on the basis of different geographic units or areas.
Term
DEMOGRAPHIC SEGMENTATION
 Definition
A method of segmenting a market based on the demographic characteristics of consumers.
Term
PSYCHOGRAPHIC SEGMENTATION
 Definition
Dividing the product on the basis or personality and/or lifestyles.
Term
BEHAVIORAL (BEHAVIORISTIC) SEGMENTATION
 Definition
A method of segmenting the market by dividing consumers into groups based on their usage, loyalties, or buying responses to a product or service.
Term
80-20 RULE
 Definition
The principle that 80 percent of sales volume for a product or service is generated by 20 percent of the customers.
Term
BENEFIT SEGMENTATION
 Definition
A method of segmenting markets on the basis of major benefits consumers seek in a product or service.
Term
UNDIFFERENTIATED MARKETING
 Definition
A strategy in which market segment differences are ignored and one product or service is offered to the entire market.
Term
DIFFERENTIATED MARKETING
 Definition
A type of marketing strategy whereby a firm offers products or services to a number of market segments and develops separate marketing strategies for each.
Term
CONCENTRATED MARKETING
 Definition
A type of marketing strategy whereby a firm chooses to focus its marketing efforts on one particular market segment.
Term
POSITIONING
 Definition
The art and science of fitting the product or service to one or more segments of the market in such a way as to set it meaningfully apart from competition.
Term
SALIENT ATTRIBUTES
 Definition
Attributes considered important to consumers in the purchase decision process.
Term
REPOSITIONING
 Definition
The changing or a product or brand's positioning.
Term
PRODUCT SYMBOLISM
 Definition
The meaning that a product or brand has to consumers.
Term
BRAND IDENTITY
 Definition
Consists of the combination of the name, logo, symbols, design, packaging, and image of associations held by consumers.
Term
BRAND EQUITY
 Definition
The intangible asset of added value or goodwill that results from the favorable image, impressions of differentiation, and/or the strength of consumer attachment of a company name, brand name, or trademark.
Term
MARKETING CHANNELS
 Definition
The set of interdependent organizations involved in the process of making a product or service available to customers.
Term
DIRECT CHANNELS
 Definition
A marketing channel where a producer and ultimate consumer interact directly with one another.
Term
INDIRECT CHANNELS
 Definition
A marketing channel where intermediaries such as wholesalers and retailers are utilized to make a product available to the customer.
Term
PROMOTIONAL PUSH STRATEGY
 Definition
A strategy in which advertising and promotional efforts are targeted to the trade to attempt to get them to promote and sell the product to the ultimate consumer.
Term
TRADE ADVERTISING
 Definition
Advertising targeted to wholesalers and retailers.
Term
PROMOTIONAL PULL STRATEGY
 Definition
A strategy in which advertising and promotion efforts are targeted at the ultimate consumers to encourage them to purchase the manufacturer's brand.
Term
Chapter 1: An Introduction to Integrated Marketing communications
 Definition
Term
EXCHANGE
 Definition
Trade of something of value between two parties such as a product or service for money. The core phenomenon or domain for study in marketing.
Term
MARKETING
 Definition
The activity, set of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Term
VALUE
 Definition
The customers perception of all the benefits of a product or service weighed against the costs of acquiring an consuming it.
Term
MARKETING MIX
 Definition
The controllable elements of a marketing program including product, price, promotion, and place.
Term
INTEGRATED MARKETING COMMUNICATIONS
 Definition
A strategic business process used to develop, execute, and evaluate coordinated, measurable persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted relevant internal and external audiences. The goal is to generate both short-term financial returns and build long-term brand and shareholder value.
Term
PROMOTION
 Definition
The coordination of all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or to promote an idea.
Term
PROMOTIONAL MIX
 Definition
The tools used to accomplish an organization's communications objective. The promotional mix includes advertising, direct marketing, sales promotion, publicity/public relations, and personal selling.
Term
ADVERTISING
 Definition
Any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor.
Term
DIRECT MARKETING
 Definition
A system of marketing by which an organization communicates directly with customers to generate a response and/or transaction.
Term
DIRECT-RESPONSE ADVERTISING
 Definition
A form of advertising for a product or service that elicits a sales response directly from the advertiser.
Term
INTERACTIVE MEDIA
 Definition
A variety of media that allows the consumer to interact with the source of the message, actively receiving information and altering images, responding to questions, and so on.
Term
SALES PROMOTION
 Definition
Marketing activities that provide extra value or incentives to the sales force, distributors, or the ultimate consumer and can stimulate immediate sales.
Term
PUBLICITY
 Definition
Communications regarding an organization, product, service, or idea that are not directly paid for or run under identified sponsorship.
Term
PUBLIC RELATIONS
 Definition
The management function that evaluates public attitudes, identifies the policies and procedures of an individual or organization with the public interest, and executes a program to earn public understanding and acceptance.
Term
PERSONAL SELLING
 Definition
Person-to-person communication in which the seller attempts to assists and/or persuade prospective buyers to purchase the company's product or service or to act on an idea.
Term
CONTACT(OR TOUCH)POINT
 Definition
Each an every opportunity a consumer has to see or hear about a company and/or its brands or have an encounter or experience with it.
Term
INTEGRATED MARKETING COMMUNICATIONS MANAGEMENT
 Definition
The process of planning, executing, evaluating, and controlling the use of various promotional mix elements to effectively communicate with a target audience.
Term
INTEGRATED MARKETING COMMUNICATIONS PLAN
 Definition
A document that provides the framework for developing, implementing, and controlling an organization's integrated marketing communications program.
Term
MARKETING PLAN
 Definition
A written document that describes the overall marketing strategy and programs developed for an organization, a particular product line, or brand.
Term
INTERNAL ANALYSIS
 Definition
The phase of the promotional planning process that focuses on the product/service offering and the firm itself including the capabilities of the firm and its ability to develop and implement a successful integrated marketing communications program.
Term
EXTERNAL ANALYSIS
 Definition
The phase of the promotional planning process that focuses on factors such as the characteristics of an organization's customers, market segments, positioning strategies, competitors and marketing environment.
Term
MARKETING OBJECTIVES
 Definition
Goals to be accomplished by an organization's overall marketing program such as sales, market share, or profitability.
Term
COMMUNICATIONS OBJECTIVES
 Definition
Goals that an organization seeks to achieve through its promotional programs in terms of communication effects such as awareness, knowledge, image, attitudes, preferences, or purchase intentions.
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