Term
| Target Marketing Process: |
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Definition
-identify markets with unmet needs determining market segmentation
-selecting market to target
-positioning through marketing strategies |
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Term
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Definition
| the art and science of fitting the product or service to one or more segments of the broad market in such a way to set it meaningfully apart from the competition |
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Term
| 2 bases for segmentation: |
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Definition
-Customer Characteristics: psychographics, demographic, socioeconomic, geographic
-Buying Situation: behavior, usage, outlets, awareness, benefits |
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Term
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Definition
-attributes and benefits
-price or quality
-use of application
-product class
-product user
-competitor
-cultural symbols |
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Term
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Definition
-point of sale displays, racks, stands
-trade deal, special displays
-dealer premiums, prizes, gifts
-cooperative ads deals
-advertising materials, mats, inserts
-push money or spiffs
-collateral catalog manuals
-company conventions, meetings |
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Term
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Definition
-sampling, free trial
-cents off promotions
-cents off coupons
-combination offers
-premiums or gifts
-contests, sweepstakes
-point of purchase
-trading stamp |
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Term
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Definition
- Competitive Parity
- Arbitrary Allocation
- Percentage of Sales (3-5%)
- Affordable Method
- Return on Investment |
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Term
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Definition
| Share of Voice- your percent of the ad messages for the product type |
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Term
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Definition
| number of different audience members exposed at least once in a given time period |
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Term
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Definition
| the number of times the receiver is exposed to the media vehicle in a specific time period |
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Term
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Definition
| full coverage without excess or waste |
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Term
| Three Scheduling Methods: |
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Definition
-continuity
-flighting
-pulsing |
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Term
| Message Factor Determining Frequency: Message Creative Factors: |
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Definition
-message complexity
-message uniqueness
-new vs. continuing campaigns
-image vs. product sell
-message variation
-wear out
-advertising units |
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Term
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Definition
| - [cost of ad space (absolute cost) / circulation] x 1,000 |
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Term
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Definition
| TV, Radio, Magazine, Newspaper, Internet, Outdoor, Direct Mail |
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Term
| Advantages/Disadvantages: TV |
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Definition
Advantage: mass coverage, high reach, impact of sight, sound and motion; high prestige, low cost per exposure, attention getting, favorable image
Disadvantage: low selectivity, short message life, high absolute cost, high production cost, clutter |
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Term
| Advantages/Disadvantages: Radio |
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Definition
Advantage: local coverage, low cost, high frequency, flexible, low production cost, well-segmented audience
Disadvantage: audio only, clutter, low attention getting, fleeting message |
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Term
| Advantages/Disadvantages: Magazine |
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Definition
Advantages: segmentation, quality reproduction, high info content, longevity, multiple readers
Disadvantages: long lead time for ad placement, visual only, lack flexibility |
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Term
| Advantages/Disadvantages: Newspapers |
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Definition
Advantages: high coverage, low cost, short lead time for placing ads, ads can be placed in interest sections, timely (current ads), reader controls exposure, can be used for coupons
Disadvantages: short life, clutter,low attention getting, poor reproduction quality, selective reader exposure |
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Term
| Advantages/Disadvantages: Outdoor |
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Definition
Advantages: location specific, high repetition, easily noticed
Disadvantages: short exposure time, short ads, poor image, local restrictions |
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Term
| Advantages/Disadvantages: Direct Mail |
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Definition
Advantages: high selectivity, reader controls exposure, high information content, repeat exposure opportunities
Disadvantages: high cost per contact, poor image (junk mail), clutter |
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Term
| Advantages/Disadvantages: Internet |
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Definition
Advantages: user selects product info, user attention and involvement, interactive relationship, direct selling potential, flexible message platform
Disadvantages: limited creative capabilities, websnarl (crowded access), technology limitations, few valid measures techniques, limited reach |
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Term
| Two Perspectives of Advertising Creativity: |
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Definition
Suit or Artist? the ability to generate fresh, unique and appropriate idea that can be used as solutions to communicate problems.
-a happy medium is always good |
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Term
| JWT Creative Process (J. Walter Thompson): |
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Definition
1)Immersion: getting raw material, data, immersing one's self in the problem to get the background
2) Digestion: ruminating on the data acquired, turning it this way and that in the mind
3) Incubation: ceasing analysis and putting the problem out of the conscious mind for a time
4) Illumination: a sudden inspiration of intuitive revelation about a potential solution
5) Verification: studying the idea, testing it, and developing it for practical usefulness |
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Term
| Specifies the basic elements of the creative strategy; a creative/copy platform, create brief: |
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Definition
1) basic problem advertising must address
2) advertising and communications objectives
3) specify target audience |
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Term
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Definition
| used when competing brands are so similar it is difficult to find or create a unique attribute |
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Term
| Integrating the Internet: |
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Definition
| Banners, sponsorships, popup and under, action ads, push technologies, links |
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Term
| Internet has a variety of forms: |
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Definition
paid search is most popular (adwords)
-behavioral targeting
-contextual ads
-rich media
-additional forms |
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Term
| 5 free way to attract customers using the internet: |
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Definition
1) create Facebook fan page
2) tweet special offer or advice daily
3) encourage customer reviews of Yepl
4) List your business on Google and Yahoo
5) Be you own publicist |
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Term
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Definition
| measurement problems, annoyance, clutter, potential for deception, privacy, poor reach, irritation |
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Term
| Magazines : advantages/disadvantages |
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Definition
selectivity, reproduction quality, creative flexibility, permanence, prestige, receptivity, involvement, services
Dis- costs, limited reach, limited frequency, long lead time, clutter |
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Term
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Definition
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Term
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Definition
| standard rate and data services: bible of buying media, price, circulation, mechanical requirements, deadlines |
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Term
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Definition
Ad: extensive penetration, flexibility, geographic selectivity, involvement and acceptance, services offered
dis: production quality may be low, short life span, not demographically selective, not psychologically selective, heavy ad competition, potentially poor placement, may be overlapping |
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Term
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Definition
| display ads, classified ads, public notices, printed insert |
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Term
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Definition
1) Account Service: the link between agency and client, managed by the account executive
2) Marketing Services: research and development, may include account planners, media dept to obtain media space and time
3) Creative Services: creation and execution of ads, copywriters, artists, and other specialists |
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Term
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Definition
| marketing activities that solicit a response by phone, mail, or personal visit from a prospective customer |
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Term
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Definition
targeted, low waste, three types of direct sales: prospecting, profiling, 3D vs Flat; b2b or b2c
Dis: advantage depend on list quality; poor image |
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Term
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Definition
| sources: list services, direct marketing assoc, US Census Bureau, Simmons Market Research Bureau, your own customers, standard rate and data service (SRDS), US Postal Service |
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Term
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Definition
| direct mail, catalogs, broadcast, media, DR TV Spots, Infomercials, DR media print, home shopping telemarketing |
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Term
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Definition
| telephone calling by the marketer or marketer's agent to individual prospects, seeking, purchase, subscription, membership, or participation by the call recipient (selling) |
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Term
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Definition
| marketer's facilities and invitations to prospects to call a central location or long distance number by toll or fixed cost (order taking) |
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Term
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Definition
| cost per thousand; refers to cost of the mail piece |
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Term
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Definition
| cost per order; an effective measure of direct marketing; cost of the sale |
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Term
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Definition
| a more commonly used but less effective measure |
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