Term
| INSTITUTIONAL ADVERTISING |
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Definition
| PROMOTES AN ORGANIZATIONS IMAGE, REPUTATION, OR IDEAS RATHER THAN A SPECIFIC PRODUCT |
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Term
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Definition
TRIES TO DEVELOP PRIMARY DEMAND FOR A PRODUCT CATEGORY RATHER THAN DEMAND FOR A SPECIFIC BRAND.
EARLY STAGES OF THE PLC. |
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Term
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Definition
| PRICE REDUCTIONS TO FIRMS FURTHER ALONG IN THE CHANNEL TO ENCOURAGE THEM TO ADVERTISE OR OTHERWISE PROMOTE THE FIRM'S PRODUCTS LOCALLY |
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Term
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Definition
| INVOLVES PRODUCERS SHARING IN THE COST OF ADS WITH WHOLESALERS OR RETAILERS. THIS HELPS THE INTERMEDIARIES COMPETE IN THEIR LOCAL MKTS. |
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Term
| CHOOSING THE "BEST" MEDIUM: HOW TO DELIVER THE MESSAGE... EFFECTIVENESS DEPENDS OM HOW WELL THE MEDIUM FITS WITH THE REST OF THE MKTG STRATEGY-- IT DEPENDS ON (4) |
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Definition
1) YOUR PROMOTION OBJECTIVES
2) WHAT TARGET MKTS YOU WANT TO REACH
3) THE FUNDS AVAILABLE FOR ADVERTISING
4) THE NATURE OF THE MEDIA (REACH, FREQUENCY, IMPACT, AND COST) |
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Term
| THE MEDIUM SHOULD SUPPORT THE PROMOTION OBJECTIVES: |
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Definition
DEMONSTRATE (TV)
INFORM (INTERNET AD)
BROAD TARGET MKT (MAG, NEWSPAPERS) |
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Term
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Definition
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Term
| ADVERTISING IS BECOMING MORE |
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Definition
| TARGETED --> SPECIFIED MEDIA ARE SMALL BUT GAINING |
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Term
| SOME MEDIA IS AN OBVIOUS MUST BUY |
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Definition
| YELLOW PAGES, INTERNET ADS |
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Term
| MEASURING ADVERTISING EFFECTIVENESS IS NOT EASY |
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Definition
IT CAN'T BE MEASURED JUST BY LOOKING AT SALES-- THE TOTAL MKTG MIX IS RESPONSIBLE FOR SALES NOT JUST ADVERTISING.
ADVERTISERS SHOULD PRETEST! HINDSIGHT MAY LEAD TO FORESIGHT! |
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Term
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Definition
| ADS TO CORRECT DECEPTIVE ADVERTISEMENTS; REGULATED BY THE FTC-- CAN REQUIRE AFFIRMATIVE DISCLOSURES (WARNINGS ON CIGS) |
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Term
| PROBLEMS IN MANAGING SALES PROMOTION: DOES SALES PROMOS ERODE BRAND LOYALTY? |
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Definition
| EFFECT OF SALES PROMOS ARE TEMPORARY; WHEN MKT US NOT GROWING SALES PROMOTION JUST ENCOURAGES "DEAL-PRONE" BUYERS TO SWITCH BACK AND FORTH BETWEEN BRANDS |
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Term
| PROBLEMS IN MANAGING SALES PROMOTION: ALTERNATIVES TO SALES PROMOS |
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Definition
| OFFER INTERMEDIARIES LOW PRICES AND ADVERTISE AND PROMOTE TO FINAL CUSTOMERS |
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Term
| PROBLEMS IN MANAGING SALES PROMOTION: SALES PROMOTION IS HARD TO MANAGE |
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Definition
IT IS EASY TO MAKE BIG, COSTLY MISTAKES
SALES PROMOTION COVERS A WIDE VARIETY OF ACTIVITIES THUS IT IS HARD TO HAVE EXPERTS |
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Term
| PROBLEMS IN MANAGING SALES PROMOTION: SALES PROMOTION MISTAKES ARE LIKELY TO BE WORSE WHEN A COMPANY HAS NO SALES PRODUCTION MANAGER |
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Definition
| MAKING SALES PROMOTION WORK IS A LEARNED SKILL, NOT A SIDELINE FOR AMATEURS |
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Term
| PROBLEMS IN MANAGING SALES PROMOTION: IT IS THE ________ __________ RESPONSIBILITY TO SET SALES PROMOTION OBJECTIVES AND POLICIES THAT WILL FIT IN WITH THE REST OF EACH MKTG STRATEGY |
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Definition
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Term
| THREE ADVERTISING INDUSTRY PRINCIPLES |
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Definition
1) ADVERTISERS TRY HARD TO MEASURE RESPONSE --> WHICH ADS PULL CUSTOMERS AND DRIVE SPENDING
2) ADVERTISING MESSAGES SHOULD BE DELIVERED THROUGH MULTIPLE MEDIA
3) MESSAGES SHOULD BE CLEAR AND REPEATED OFTEN (FOCUS ON SMALL SET OF CLEAR MESSAGES) |
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Term
| FACTORS INFLUENCING CONSUMER PURCHASE DECISIONS (ASIDE FROM ADVERTISING) (4) |
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Definition
1) PAST EXPERIENCE
2) QUALITY PERCEPTIONS
3) PRICE ISSUES
4) PERSONAL RECOMMENDATIONS |
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Term
| ADVERTISING (NOTES DEFINITION) |
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Definition
| THE MKTG COMMUNICATIONS ELEMENT THAT IS PERVASIVE, NONPERSONAL, PAID FOR BY AN IDENTIFIABLE SPONSOR, DISSEMINATED THROUGH MASS CHANNELS ON COMMUNICATION TO PROMOTE THE ADOPTION OF GOODS, SERVICES, PERSONS, AND IDEAS. |
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Term
| ADVERTISING CHARACTERISTICS |
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Definition
- MOST VISIBLE
- ONE WAY COMMUNICATION -- DELAYED FB
- MESSAGE CONTENT, REPETITION, AND TIMING ARE CONTROLLED BY THE ADVERTISER |
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Term
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Definition
- PROVIDES INFO
- COMPARATIVE INFO
- LONG-TERM BRAND RECOGNITION
- ECONOMIC EFFICIENCY
- INTRODUCES NEW PRODUCTS
- ENHANCES CORP IMAGE
- PROMOTES POSITIVE CAUSES: NONPROFITS |
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Term
| ETHICAL ?S OF ADVERTISING |
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Definition
| MANIPULATIVE? UNREALISTIC IDEAS? UNNEEDED PURCHASES? DECEPTIVE? FALSE CLAIMS? OMIT INTO? EFFECTS ON CHILDREN? |
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Term
| ADVERTISING SUCCESS DEPENDS UPON CREATIVITY AND INNOVATION (3) |
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Definition
1) MANY COMPETING ADS
2) LOW INVOLVEMENT, LACK OF INTEREST, INATTENTIVE AUDIENCE
3) ZAPPING (CHANGING CHANNELS) |
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Term
| ADVERTISING SUPPORTS OTHER ASPECTS OF THE MKTG MIX (IMC) |
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Definition
- USED TO ANNOUNCE SALES PROMOTIONS, PUBLICITY EVENTS
- SUPPORTS PERSONAL SELLING EFFORTS BY PRESELLING CUSTOMERS AND GENERATING SALES LEADS |
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Term
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Definition
- CORP IMAGE
- CORP ADVOCACY
- PUBLIC SERVICE
- DIRECT RESPONSE
- B2B/ TRADE
- COOPERATIVE
- PIONEERING
- COMPARATIVE
- CORRECTIVE |
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Term
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Definition
| PRIMARY DEMAND FOR NEW PRODUCTS |
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Term
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Definition
| AD ALLOWANCES BTWN RETAIL AND MANUFACTURER |
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Term
| AD PROCESSING IS INFLUENCED BY (3) |
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Definition
MOTIVATION
OPPORTUNITY
ABILITY |
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Term
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Definition
| INVOLVEMENT OR PERSONAL RELEVANCE OF TOPIC TO INDIVIDUAL |
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Term
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Definition
| PRODUCT KNOWLEDGE, ABILITY TO UNDERSTAND MESSAGE |
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Term
| HIERARCHY OF EFFECTS DEFINITION |
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Definition
| SEQUENCE OF STAGES USED TO EXPLAIN HOW ADVERTISING MESSAGES ARE PROCESSED |
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Term
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Definition
1) MESSAGE EXPOSURE
2) ATTENTION
3) COMPREHENSION
4) ACCEPTANCE: ATTITUDE
5) RETENTION: LONG-TERM MEMORY |
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Term
| DEVELOPING AN ADVERTISING CAMPAIGN |
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Definition
I. DETERMINING AD OBJECTIVES
II. DETERMINING AD BUDGET
III. CREATIVE STRATEGY
IV. SELECT AND SCHEDULE MEDIA
V. AD EFFECTIVENESS |
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Term
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Definition
- CREATES AWARENESS
- BUILDS PRIMARY DEMAND
- ATTRACT DISTRIBUTORS |
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Term
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Definition
- CREATES BRAND ACCEPTANCE
- BUILDS FAVORABLE PREFERENCE AS COMPETITION EMERGES |
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Term
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Definition
- PROMOTES BRAND PERCEIVED BENEFITS
- MAINTAINED MKT SHARE
- REPOSITIONING
- APPEAL TO NEW SEGMENTS |
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Term
| ADVERTISING OBJECTIVES ARE TO |
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Definition
| INFORM, TO PERSUADE, TO REMIND |
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Term
| DETERMINING ADVERTISING BUDGET (4) |
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Definition
1) ALL YOU CAN AFFORD
2) COMPETITIVE PARITY
3) PERCENT OF SALES
4) TASK METHOD (OBJECTIVE) |
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Term
| CREATIVE STRATEGY: THE APPEAL |
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Definition
- "COPY THRUST" -- PRIMARY MESSAGE
- APPEAL USUALLY BASED ON PRIMARY BENEFIT OR COMPETITIVE ADVANTAGE |
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Term
| CREATIVE STRATEGY: MESSAGE STRATEGY |
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Definition
- OBJECTIVE V. SUBJECTIVE MESSAGES (PUFFERY)
-PRODUCT USE DEMONSTRATIONS
- COMPARATIVE ADS
- CELEB ENDORSEMENTS
- ADVERTORIALS, INFOMERCIALS
- FEAR APPEALS
- ASSOCIATIONS WITH EMOTIONS |
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Term
| SELECT AND SCHEDULE MEDIA: MEDIA CLASSES BASED UPON (3) |
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Definition
-TARGET AUDIENCE MEDIA HABITS
-COMPLEXITY OF THE MESSAGE
-AVAILABLE FUNDS |
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Term
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Definition
- BROADCAST
- PRINT
- OUTDOOR (BILLBOARDS)
- IN-STORE (POP DISPLAYS)
- INTERNET
- DIRECT (LETTERS/MAIL, CATALOGS, BILL INSERTS, FAX, EMAIL) |
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Term
| NEWSPAPER ADVERTISING ADVANTAGES |
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Definition
LOCAL MARKET COVERAGE
GEOGRAPHIC SELECTIVITY
FLEXIBLE
REASONABLE COST
SHORT LEAD TIME
BELIEVABLE |
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Term
| NEWSPAPER ADVERTISING DISADVANTAGES |
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Definition
SHORT LIFE
POOR QUALITY
LOW INVOLVEMENT
LIMITED PASS-ALONG |
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Term
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Definition
MASS AUDIENCE/ WIDE REACH
CAN SPECIALIZE
ENTERTAINMENT VALUE
DEMONSTRATION VALUE
CABLE CAN BE SELECTIVE |
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Term
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Definition
EXPENSIVE TO DEVELOP
EXPENSIVE TO RUN
CLUTTER
PERISHABLE
INTRUSIVE
ZAPPING
HARD TO ASSESS ROI |
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Term
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Definition
| NUMBER OF PEOPLE EXPOSED TO AN ADVERTISEMENT IN A MEDIA VEHICLE USUALLY IN A FOUR WEEK PERIOD |
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Term
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Definition
| THE NUMBER OF TIMES A TARGET AUDIENCE IS EXPOSED TO MEDIA VEHICLES IN A PARTICULAR TIME PERIOD |
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Term
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Definition
| USED TO EVALUATE ADVERTISING SCHEDULES BY COMBING REACH AND FREQUENCY |
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Term
| PRESENTATION OF DETAILED INFORMATION REQUIRES |
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Definition
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Term
| BUILDING BRAND AWARENESS REQUIRES |
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Definition
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Term
| COST PER THOUSAND CRITERION (CRM) |
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Definition
| METHOD FOR EVALUATING VEHICLE WITHIN A SPECIFIC MEDIUM (EG WITHIN THE CATEGORY OF MAGAZINES) |
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Term
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Definition
(PAGE COST * 1000)/CIRCULATION
**UNDERESTIMATES BECAUSE IT FAILS TO ACCOUNT FOR PASS-ALONG READERSHIP |
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Term
| ADVERTISING EFFECTIVENESS |
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Definition
- EMPHASIS ON BOTTOM LINE FIRM PERFORMANCE/ SALES
- MANY FACTORS CAN INFLUENCE SALES; ADS ONLY ONE!!!
- PRETESTING, POSTTESTING |
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Term
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Definition
| COPY TESTS, PHYSIOLOGICAL MEASURES (EYE MOVEMENT), READABILITY TESTS, PORTFOLIO TESTS |
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Term
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Definition
BRAND RECOGNITION, AIDED AND UNAIDED RECALL, CHANGES IN ATTITUDE
- STARCH MESSAGE REPORT SERVICES (MAGS)
- BURKE'S DAY-AFTER-RECALL (TV) |
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Term
| ADVERTISING EFFECTIVENESS: GENERATION OF INQUIRIES |
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Definition
| (TELEPHONE CALLS, COUPONS RETURNED) PARTICULARLY FOR TRADE ADVERTISING, DIRECT MAIL |
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Term
| PUBLIC RELATIONS SEEKS TO IMPROVE RELATIONS WITH VARIOUS GROUPS: |
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Definition
CUSTOMERS -- B2B AND CONSUMERS
STOCKHOLDERS
GENERAL PUBLIC |
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Term
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Definition
| THE GENERATION OF INFORMATION TO THE NEWS MEDIA |
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Term
| CONSUMER SALES PROMOS OBJECTIVES (7) |
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Definition
1) STIMULATE TRIAL
2) INCREASE CONSUMER INVENTORY & CONSUMPTION
3) ENCOURAGE REPURCHASE
4) NEUTRALIZE COMPETITORS
5) INCREASE SALES OF COMPLEMENTARY PRODUCTS
6) STIMULATE IMPULSE PURCHASING
7) ALLOW FLEXIBLE PRICING |
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Term
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Definition
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Term
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Definition
| PRINTED CERTIFICATES ENTITLING THE HOLDER TO SPECIAL VALUE |
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Term
| MAJOR COUPONING METHODS (6) |
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Definition
1) FREESTANDING INSERTS (FSI)
2) ON-IN-PACK
3) DIRECT MAIL
4) ELECTRONIC CHECKOUT
5) ELECTRONIC SHELF
6) NEWSPAPER |
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Term
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Definition
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Term
| CROSS PROMOTIONS (TIE-INS) |
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Definition
| COLLABORATION OF 2 OR MORE FIRMS |
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