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MKT390
Chapter 16
38
Marketing
Undergraduate 4
12/08/2014

Additional Marketing Flashcards

 


 

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Term
The Effects of Advertising
Definition
Advertising and marketing services, agencies, and other firms that provide marketing and communications services employ millions of people across America.

One particular area that has continued to see rapid growth is the data side of marketing.
Term
Advertising and Market Share
Definition
New brands with a small market share spend proportionally more for advertising and sales promotion than those with a large market share.

Beyond a certain level of spending, diminishing returns set in.
New brands require higher spending to reach a minimum level of exposure needed to affect purchase habits.
Term
The Effects of Advertising 
on Consumers
Definition
Advertising may change a consumer’s negative attitude toward a product, or reinforce a positive attitude.

Advertising can affect consumer ranking of a brand’s attributes.
Term
Institutional Advertising
Definition
Enhances a company’s image 
rather than promote a 
particular product.
Term
Product Advertising
Definition
Touts the benefits of a 
specific good or service.
Term
Institutional Advertising Types
Definition
Corporate identity, Advocacy 
advertising
Term
Product Advertising Types
Definition
Pioneering, Competitive, Comparative
Term
Product Advertising: Pioneering
Definition
Stimulates primary demand for new product or category.
Used in the PLC introductory stage.
Term
Product Advertising: Competitive
Definition
Influences demand for brand in the growth phase of the PLC.
Often uses emotional appeal.
Term
Product Advertising: Comparative
Definition
Compares two or more competing brands’ product attributes.
Used if growth is sluggish, or if competition is strong.
Term
Advertising Campaign
Definition
A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
Term
Advertising Objective
Definition
Identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period.
Term
Unique Selling Proposition
Definition
A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.
Term
Major Advertising Media
Definition
Newspapers, Magazines, Radio, Television, Internet, Outdoor Media
Term
Cooperative Advertising
Definition
An arrangement in which the manufacturer and the retailer split the cost of advertising the manufacturers brand
Term
History Will Be Made (In Marketing?)
Definition
The NHL sparked a massive viral movement when it released its 2010 Stanley Cup television ads—a series of iconic clips from past Stanley Cups played in reverse, asking the question “What if this had never happened?”
Fans jumped on board by creating their own versions, which quickly spread across the Internet, drawing more attention to the playoffs in progress.
The NHL built of this success, creating more videos using events from games only hours after they’d been played.
Term
Google’s AdWords (Ads Work!)
Definition
Google's total revenue in 2008 was $21.8 billion and of this, $21.1 billion was derived from advertising. At the end of its third quarter in 2009, the company’s total revenue was $16.9 billion, $16.4 billion from advertising.

To appreciate just how much Google has grown, consider this—in 2003 the company's total revenue was $1.46 billion with advertising revenue representing $1.42 billion.
Term
Alternative Media
Definition
Shopping carts, dvd's, CD's, Bathrooms, Computer screen saver, subway tunnel ads
Term
Media Selection Considerations
Definition
Cost per Contact, Cost per Click, Reach, Frequency, Target Audience Considerations, Medium Flexibility, Noise Level, Life Span
Term
Qualitative Factors in Media Selection
Definition
Attention to the commercial and the program
Involvement
Program liking
Lack of distractions
Other audience behaviors
Term
Continuous Media Schedule
Definition
Advertising is run steadily throughout the period.
Term
Flighted 
Media Schedule
Definition
Advertising is run heavily every other month or every two weeks.
Term
PulsingMedia Schedule
Definition
Advertising combines continuous scheduling with flighting.
Term
Seasonal Media Schedule
Definition
Advertising is run only when the product is likely to be used.
Term
Public Relations
Definition
The element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance.
Term
Functions of Public Relations
Definition
Press Relations, Product Publicity, Corporate Communication, Public Affairs, Lobbying, Employee and Investor Relations, Crisis Management
Term
Managing Unfavorable Publicity: Crisis Management
Definition
A coordinated effort to handle the effects of unfavorable publicity or a unexpected unfavorable event
Term
Advertising vs Sales Promotion
Definition
Advertising - Reason to buy
Sales Promotion - Incentive to buy
Term
Consumer Sales Promotion
Definition
Sales promotion activities targeting the ultimate consumer
Term
Trade Sales Promotion
Definition
Sales promotion activities targeting a marketing channel member, such as a wholesaler or retailer
Term
Trade Sales Promotion examples
Definition
Trade Allowances, Push Money, Training, Free Merchandise, Store Demonstration, Conventions and Trade Shows
Term
Trade Allowance
Definition
A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers.
Term
Push Money
Definition
Money offered to channel intermediaries to encourage them to “push” products—that is, to encourage other members of the channel to sell the products.
Term
Benefits of Trade Promotions
Definition
Help manufacturers gain new distributors

Obtain wholesaler and retailer support for consumer sales promotions

Build or reduce dealer inventories

Improve trade relations
Term
Tools for Consumer Sales Promotion
Definition
Coupons and Rebates, Premiums, Loyalty Marketing Programs, Contests, Sampling, Point-of-Purchase Promotion, Online Sales Promotion
Term
Loyalty Marketing Program
Definition
A promotional program designed to build long-term, mutually 
beneficial relationships between a company and key customers.
Term
Frequent Buyer Program
Definition
A loyalty program in which 
loyal consumers are rewarded for making multiple purchases of a particular good or service.
Term
Point-of-Purchase Promotion
Definition
A point-of-purchase (P-O-P) display includes any promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying.
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