Term
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Definition
| A paid persuasive communication that uses non personal media and interactive media to reach broad audiences and too connect the identifiable sponsor to a target audience |
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Term
| Key Elements for Effective Advertising |
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Definition
1) A sound advertising strategy.
2) Sound creative strategy.
3) Creative Execution.
4) Creative use of media (using the right medium to reach target audience) |
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Term
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Definition
-Involved in a high purchase decision
-Spend lots of time and energy before you buy the product.
-Awareness leads to comprehension which leads to conviction which leads to action (or buying.)
-Increase awareness for the brand. From existing 30%-50% among the target audience in fiscel 09-10. |
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Definition
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Term
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Definition
-Soft Sell: emotional approach in advertising (subtle)
-Hard Sell: A reason "why" approach (rational)
-Soft Sell is m ore popular in Asian and European cultures
-Hard sell: More popular in the USA, |
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Term
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Definition
-Price
-Product (salient attributes)
-Place (distribution, where product will be sold)
-Promotion. ( Advertising, sales promo, PR, personal selling which leads to a promotional mix.) |
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Term
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Definition
1) Marketing Role: marketing mix.
2) Communication Role:
-Not about sales
-Awareness
-Comprehension
-Listening.
3) Economic Role
-Advertising increases demand (lower and higher prices)
4) Societal Roles
-positive (PSA, MADD)
-negative (sexual hazard, buying when don't need) |
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Term
| Key Players in Advertising. |
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Definition
1) Advertisers (some have own advertising department creative, target audience, and budget.)
2) Advertising agency (full service agency and in house agency)
3)Target Audience
4) Media
5) Vendors/Suppliers.
6) Target Audience. |
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Term
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Definition
-Brand Advertising (tropicanna, toyta) specific.
-Product Advertising ( Buy or drink OJ) general.
-National Advertising (Buy toyota)
-Local Advertising (Buy toyota at a local dealership)
-Direct Response (Ad asks you to call now...)
-Business to Business (B2B) (product is sold to another company and trade mag or business publications)
-Institutional Advertising (non profit [schools, hospitals..])
-Public service advertising (Madd, No Tobacco, no drinking) |
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Term
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Definition
| -A broad term that refers to all the communication techniques markers use to reach their customers and deliver their message. |
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Term
| Evolution of the definition of Advertising |
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Definition
1. Identification: advertising in the from of a sign goes back thousands of years.
2. Information: The printing press.
3. Promotion: technological and social change speeded up in the late 1700s with the industrial revolution.
4) Sales: as advertising people became more professional, they also became more concerned about the science of advertising- about making ads that worked and defining the standards of effective advertising. (20th century) |
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Term
| Five basic factors of advertising |
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Definition
1. Advertising is usually paid for bu the advertiser, although some forms of advertising, such as public service announcements (PSAs) use donated space and time.
2. Not only is the message paid for, but the sponsor is identified.
3. Advertising generally reaches a broad audience of potential consumers, either as a mass audience or smaller targeted groups.
4) Most advertising seeks to inform consumers and make them aware of the product or company in many cases, it also tries to persuade or influence consumers to do something. Persuasion may involve emotional messages as well as information.
5) The message is conveyed through many different kinds of mass media, which are largely non-personal. IN other words, advertising isn't directed to a specific person, although this characteristic is changing with the introduction of the Internet more interactive types of media. |
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Term
| Four Components of advertising |
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Definition
1) Advertising strategy. The logic and planing behind the advertisement.
2) Creative Idea: The creative concept is the ad;s central idea that grabs your attention and sticks in your memory.
3) Creative execution: Effective ads are also well executed. The details (the photography, the writing, the acting, the location where the ad is set, the printing and the way to the product) is depicted.)
4) Media Planning and Buying: Deciding how to deliver the message. |
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Term
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Definition
| The distinctive identify of a particular product that distinguishes itself from its competitors. |
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Definition
| An organizational function and set of processes for creating, communicating and delivering value to customers. And for managing customer relationships in ways that benefit the organization and the stakeholders. |
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Definition
| All of the people who have interest in the brand. Includes such groups as employees, vendors and suppliers, distributors, investors, government and regulators, the community, watchdog groups and the media. |
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Term
| Integrated marketing communication |
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Definition
| The practice of unifying all marketing communication messages in addition to the profusion of marketing communication messages and tools so they send a consistent, persuasive message promoting the brands goals. |
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Term
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Definition
-Most difficult to make a person buy a product for the first time
-Reations management: promotions, nice employees, loyalty programs.
-Out of habit people will buy the product. |
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Definition
| The result of communication and the consumers personal experiences with the product. |
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Definition
| How do you want your brand to be remembered relative to the competition. |
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Definition
| When a brand does well it has a certain value or reputation. Examples: Prada, BMW |
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Term
| Product-driven philosophy |
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Definition
| Marketers developed a product and then tried to find a market for it. |
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Definition
| The philosophy that suggest marketing should focus first on indentiying the needs of the customer rather then on finding ways to build and sell products that consumers may or may not want. |
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Definition
| a general term for people who buy and use products and services. |
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Definition
| Someone who has purchased a specific brand or visited a specific retailer. Customers have a closer link to brand or store because they have taken action by busying or visiting. |
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Definition
| The act of trading a desired product or service to receive something of value (money) in return. |
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Definition
| When a brand is different from its competitors and superior in some ways. |
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Term
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Definition
| A marketing or advertising activity makes the product more valuable, useful or appealing to the consumer. |
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Term
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Definition
| The percentage of the total market in a product category that buys a particular brand. |
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Term
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Definition
1) Consumer markets: Consist of people who buy products and services for personal and household use.
2) B2B: Consist of companies that buy products or services to use in their own business or in making other products.
3) Institutional Markets: inclue a wide variety of non profit organizations, such as hospitals, government agencies, and schools, that provide goods and services for the benefit of society.
4) Channel Markers: made up of members of the distribution chain, which is made up of the business we call resellers or intermediaries. Resellers are wholesalers, retailers, and disturbers who buy finished or semi-finished products and resell them for product. |
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Term
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Definition
| A document that proposes strategies for using marketing elements to achieve marketing objectives. |
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Term
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Definition
| Strength, Weakness, Opportunity, and Threat. |
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Term
| Steps in the Marketing Process |
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Definition
1) Research: The consumer market and the competitive marketplace and develop a situation analysis or SWOT analysis.
2) Goals, or set objectives for making the effort.
3) Target Audience: Assess consumer needs and wants relative to the product; segment the market into groups that are likely to respond; target specific markets. The are represented demographically (ex: 18-24 college educated females)
4) Market Mix Strategies: select product design and performance criteria, pricing, distribution, and marketing communication.
5) Pricing. |
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Term
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Definition
1) Psychological Pricing: The price is set at a level to convey some type of psychological value to the product. example gucci bags.
2) Price skimming: The price is set at a high level and then in 6 months to a year the price drops dramatically.
3) Price Lining: The similar products from the same companies are branded and targeted towards audiences and prices. |
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Term
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Definition
| Research about markets, product categories, consumers, and the competitive situation. |
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Term
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Definition
| Information that is collected from original sources. |
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Definition
| Information that already has been compiled and published. |
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Definition
| Identifies the brand's strength and weaknesses and corporate and market opportunities and threats. |
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Term
| Marketing Key Strategic Decisions |
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Definition
1. Objectives: usually these objectives are business measures, such as increased sales levels, share of market, or broader distribution.
2) Segmenting and targeting: The particular group of consumers thought to be potential customers for a market' good or services constitute the target market.
3) Differentiation and positioning: Differtiation lies an then makes some decisions about how to present the product within this competitive enviornement relative to consumer needs. Positioning refers to how consumers view and compare competitive brands or types of products-how they see a brad relative to the other brands in the category. |
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Term
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Definition
1) The Product: design and development, branding, packaging, and maintenance.
2) Distribution: distribution channels, market coverage, storage.
3) Price: price copy, psychological pricing, price lining, value determination.
4)Communication: personal selling, advertising, sales promotion, direct marketing, marketing/PR, point of sale/packaging. |
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Term
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Definition
| Directs marketing effors at the consumer and attempts to pull the product through the channel by intensifying consumer demand. Direction of flow; Consumer to retailer to wholesaler to manufacturer. |
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Term
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Definition
| Directs marketing efforts at resellers, and success depends on the ability of these intermediaries to market the product. Direction of flow Manufacture to Wholesaler to Retailer to Consumer. |
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Term
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Definition
| Companies such as lands end distribute their products directly without the use of the reseller. |
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Term
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Definition
| The producers share with the reseller the cost of placing the advertisement. |
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Definition
| A form of unconventional marketing, such as chalk messages on a sidewalk what is often associated with staged events. |
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Definition
| Uses face to face contact between the marketer and a prospective customer, rather than contact though media. |
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Term
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Definition
1) Marketer: The organization that has the product of service. Some companies have a product or brand management origination structure with managers who handle the marketing responsibility. a product or brand manager is the person responsible for all strategy decisions relating to the brand's product design and manufacture as well as the brand's pricing, distribution, and marketing communication. Proctor and Gamble was a pioneer in establishing the product/brand management concept.
2) Suppliers and Vendors: The materials and ingredients used in producing the product are obtained from other companies, referred to as suppliers or vendors. Supply Chain and Ingredient branding.
3) Distributors and retailers: The distribution chain or channel of distribution refers to the various companies involved in moving a product from its manufacturer to its buyer.
4) Marketing Partners: Contemporary marketers look upon their suppliers and distributors as well as their marking communication agencies, as partners rather than just haired hands because their support is necessary to build and maintain good customer relationships. Affiliate marketing. |
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Term
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Definition
| A particular type of partnership in which one company drives business to another company. example Amazon.com. |
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Term
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Definition
| The complex network of suppliers who produce components and ingredients that are then sold to the manufacturer. |
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Term
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Definition
| Acknowledging a suppliers brand as an important product feature. Sometimes the brand of the ingredient that goes into the product is advertised to convey superior quality of the finished product. |
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Term
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Definition
1) Full service agency: includes the four major staff functions; account management, creative services, media planning, and account planning which may include research. It also has a traggic department to handle internal tracking on completion of projects, a broadcast and print production, and a human resources department.
2) In House agencies: Creative boutiques or ad agencies (the come up with the creative execution of the idea or creative product.), Media-buying services (agencies that specialize in the purchase of media for clients.) |
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Term
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Definition
| Function acts a liaison between the client and agency. |
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Term
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Definition
| Gathers all available intelligence on the market and consumers and acts as the voice of the consumer. |
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Term
| Creative Development and production |
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Definition
| The creative members of the agency are the creative directors, creative department managers, copywriters, art directors and producers. |
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Term
| Media Planning and Buying |
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Definition
| This department has three functions: Planning, buying and researching. |
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Term
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Definition
| The department that serves the operations within the agency include the traffic department and print production, as well as the more general financial services and human resources. |
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Term
| How does the Advertising Company get Paid? |
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Definition
-Commission: is teh traditional form of compensation, basing the amount an ad agency charges its client as a percentage of the media cost. The ad company gets 15% of the cost of the media.
-The Fee System: The client and agency agree on an hourly fee or rate.
-Retainer: Could be a month or a year, the amount billed per month is based on the projected amount of work and the hourly rate charged.
-Value Billing: The agency is paid for its creative and strategic ideas, rather than for execution and the media placements. |
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Term
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Definition
| The element of the promotional mix. It focuses on better coordinating all marketing efforts to maximize customer satisfaction. |
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Term
| Customer Relationship Management (CRM) |
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Definition
| A variation orginiating in sales management that uses databases to drive communication with customers and keep track of their interactions with a company. |
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Term
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Definition
| Marketer has your permission to send you promotions. |
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Term
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Definition
| Every encounter with a brand is an expense that determines whether the brand relationship is positive or negative. |
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Term
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Definition
| Using the internet to conduct e-business, including ordering and selling products. |
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Term
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Definition
| Consumers create buzz about a product or brand through emails, and mentions on blogs. |
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Term
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Definition
| The use of wireless communication to reach people on the move with a location-based message. |
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Term
| Social Network Marketing. |
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Definition
| Commercial information delivered through social networks such as Myspace and facebook. |
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Term
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Definition
| is available everywhere virtually every region in the world. |
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Term
| Problems with Advertising in Society |
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Definition
1) Demand Creation: Buying stuff you do not need
2) Negative messages
3) Raises the cost of the product
4) Cultural Imperialism: Products that are sold or advertised from US to someone other country and it destroys their culture. example cereal in Japan.
5) Barriers to entry (difficult for a new brand to get advertisement) |
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Term
| Social Responsibility Issues |
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Definition
1) Poor taste and offensive
2) Stereotyping
3) Body and self-image problems
4) targeting strategies.
5) Problems with advertising claims and other message strategies.
6) The issues surrounding the marketing of controversial products. |
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Term
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Definition
1) Gender Stereotypes: Men are shown as strong, independent and achievement oriented; women are shown as nurturing and empathetic, but softer and more dependent.
2) Body and Image Stereotypes: Women are supposed to look like supermodels and men are supposed to be built and have six packs.
3) Racial and Ethnic Sterotypes: Black people are in working class jobs and athletic; and asians are smart.
4) Age: Old people are considered frail and dumb. Teenagers are considered routy and up too no good. |
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Term
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Definition
-1900 Children's TV Act
1) Restricted amount of advertisement. 10 1/2 minutes per hour on weekends 12 minutes per hour on weekdays.
2) Clear separators between programs and advertisements
3) No host selling. (watching ninja turtles show no commercials for turtle action figures. |
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Definition
| A type of misleading advertising, is simple a message that is untrue. |
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Definition
| Advertising or other sales representations, which praise the idtem to be sold with subjective opinions, superlatives, or exaggerations, vaguely and generally stating no specific facts. |
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Definition
| Any advertising message that consumer believe reflects the opinions, beliefs, or experiences of an individual group or institution. |
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Term
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Definition
| A brand, corporate or store name, or distincitve symbol that identifies the sellers brand and thus differentiates it from the bother brands of other sellers. A trademark must be registered through the Patent and Trademark Office of Department of Commerce. |
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Term
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Definition
| Gives an organization the exclusive right to use or reproduce original work, such as an advertisement or package design for a specified period of time. |
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Term
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Definition
-Set up in 1914, to handle unfair means of competition
-Responsibilities include:
1) Fairness: Initiate investigations against companies that engage in unfair competition or deceptive practices.
2) Deception: Regulate acts and practices that deceive businesses or consumers and issue cease-and-desist orders where such practices exist. Cease-and-desist orders require that the practice be stopped within 30 days; an order given to one firm is applicable to all firms in the industry.
3) Violations: Fine people or companies that violate either a trade regulation rule or a cease-and-desist order given to any other firm in the industry.
4) Consumer participation: Fund the participation of consumer groups and other interest groups in rule-making proceedings. |
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Term
| FDC's Policy Under Deception |
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Definition
1) Misleading: Where there is representation, omission or practice, there must be a high probability tat it will mislead the consumer.
2) Reasonableness: The perspective of the "reasonable consumer" is used to judge deception. The FTC tests reasonableness by looking at whether the consumer's interpretations or reaction to an advertisement is reasonable.
3) Injurious: The deception must lead to material injury. In other words, the deception must influence consumers' decision making about the product and services. |
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Definition
| An area of particular concern to the FTC in determining whether or not an advertisement is misleading. |
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Term
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Definition
| The first step in the regulation process after the FTC determines that an ad is deceptive. |
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Term
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Definition
| When consumer research determines that an advertising campaign has perpetuated lasting false beings. Under this remedy, the FTC orders the offending person or organization to produce messages for consumers that correct the false impressions the ad made. |
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Term
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Definition
-Self discipline: an organization such as an advertising agency exercises self discipline when it develops, uses and enforces norms within its own practices.
-Industry Self-Regulation: When the development, use, and enforcement of norms come from the industry.
-The National Advertising Division (NAD) Coucil of Better Business Bureaus and the National Advertising Review Board (NARB) are the two operating arms of the National Advertising Review Council (NARC)
- Local groups are Better Business Bureau. |
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Definition
| The Shoulds and Oughts of behavior. It is the right thing to do. |
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Term
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Definition
| Are the framework for right actions and are more the domain of religion and philosophy. |
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Term
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Definition
| To help guide practitioners towards ethical behaviors. |
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