Boek hfst 1 Flashcards
Definition advertising
Advertising is any form of paid communication by an identified sponsor, aimed to inform and/or persuade target
audiences about an organization, product, service or idea.
What does advertising do?
Advertising channels needs by reshaping them into wants.
What is a side effect of advertising?
The growing importance of a brand.
What is a brand?
The label with which to designate an individual product and differentiate it from
competitors.
Unique Selling Proposition (USP)
A summary statement used to meaningfully differentiate the brand from the competition.
What is the key challenge in building brands?
Unique Selling Proposition (USP)
How many people doe advertisers reach per day? And how?
About a billion, through display and classified as.
What happened to market shares over the years?
Market shares have decreased due to television and internet, but magazines are still popular when targeting audiences with special interests; consumer segments that share common interests, values, or lifestyles.
Informational/ argument-based appeal
Informational/argument-based appeal means straightforwardly informing consumers about the product, its price, and
where it can be bought.
What is another name for informational/argument-based appeal?
The reason-why approach.
Emotional/ affect-based appeal
A less aggressive approach than the informational/ argument-based appeal.
It aims to influence the consumer’s feelings/ emotions rather than his or her thoughts.
True or false: You have either the informational/argument-based appeal or the emotional/affect-based appeal.
False. These appeals coexist.
The stages of the product life cycle (PLC)
- Introduction stage: create brand awareness and induce product trial.
- Growth stage: build market share, improve the product, or develop brand extensions and communicate
those. - Maturity stage: consolidate/strengthen market share and shift of focus to creating consumer brand loyalty
and maintaining top-of-mind awareness. - Decline stage: use informational appeals to convey new/additional uses.