Term
| What are three dimensions of great ads? |
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Definition
1. Strategically Sound
2. Creative
3. Well-Executed |
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Term
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Definition
| Advertising is paid for, non-personal communication of information about products or idea by an identified sponsor, through mass media that persuades or influences behavior |
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Term
| What are the 4 classifications of advertising? |
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Definition
Target audience
Geographic area
Media (in which they run)
Purpose/function |
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Term
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Definition
| Ads targeted to people who buy or use products |
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Term
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Definition
| Ads targeted towards a group of people who buy and sell products mean for business or office use |
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Term
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Definition
| Ads targeted to government officials |
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Term
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Definition
| Ads targeted towards people who are engaged in trade (restaurants, carpenters, hair salons) NOT office workers |
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Term
| What are professional ads? |
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Definition
| Ads targeted toward people or services who require higher degrees (teachers, lawyers, accountants, doctors) |
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Term
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Definition
| Ads that have a uniform message and don't tweak the message AT ALL country to country (besides direct translation) |
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Term
| What are international ads? |
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Definition
| Ads that are similar to global but messages are tailored based on research to accommodate cultural differences |
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Term
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Definition
| Ads that run throughout the United States |
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Term
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Definition
| Ads that are constrained or confined to a particular region in the US |
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Term
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Definition
| Ads that are run in only one city or metropolitan area |
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Term
| What are non-product ads? |
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Definition
| Ads that do have a product to sell, but purpose is to show what the company is doing or have a message unrelated to selling their product (PSAs) |
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Term
| What are primary demands ads? |
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Definition
| Ads that stimulate demand for product category, NOT for particular brand (ex: Got Milk?) |
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Term
| What are selective demand ads? |
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Definition
| Ads that point you to one brand over another, usually not used by market leaders |
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Term
| What are direct response ads? |
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Definition
| Ads that call the viewer to act now (call now, visit our website, etc.) |
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Term
| What are delayed response ads? |
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Definition
| Ads where the visual or image is emphasized. Want the viewer to take away a concept or idea rather than "buy our product now" |
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Term
| What is integrated brand promotion (IBP)? |
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Definition
The combination of the four P's and the marketing mix to promote a product or brand
Using promotional tools to create widespread brand exposure |
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Term
| What is the marketing concept? |
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Definition
| Develop manufacture, market and service the goods and services that meet consumer needs |
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Term
| What is the difference between marketing and advertising? |
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Definition
-Marketing objectives focus on increasing market share or increasing distribution or sales goals
-Advertising focuses on communication goals (awareness and preference) |
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Term
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Definition
-Product identity
-differentiation and positioning |
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Term
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Definition
Introduction of new products in one brand
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Term
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Definition
| Emotional attachment, brand experience |
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Term
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Definition
| Brand wealth, accumulated after years of promotion |
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Term
| What is advertising's primary goal in the marketing mix? |
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Definition
| To communicate to a target audience the value a brand has to offer |
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Term
| How does advertising affect revenue and profits? |
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Definition
| -Pricing flexibility by creating economies of scale and inelasticity of demand |
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