Chapter 1 Flashcards
(20 cards)
What is the difference between direct and delayed advertising?
Direct advertising aims to get consumers to buy the product immediately. Ex. Infomercial
Delayed advertising aims to persuade you to buy the product at a later date. Ex. Coca-cola ad
What is advertising?
A paid mass mediated attempt to persuade
When is it advantageous to increase primary demand?
- when it’s a new category
- when you have a large market share
- when it’s a trade organization
What is the difference between primary and selective demand?
Primary demand is demand for the entire category ex. Buy more soup
Selective demand is demand for a specific brand ex. Buy more Campbell’s
What are five trends in advertising?
- greater consumer control
- media proliferation
- clutter
- crowd sourcing
- mobile
What is meant by greater consumer control?
Consumers can choose whether or not they expose themselves to ads ex dvr, satellite radio, Adblock software
How can advertisers get around consumers having greater control?
- Try to force people to watch them - software to block Adblock software
- product placement
- make ads that people want to watch
What is crowd sourcing?
Getting people to do the marketing for you. Open call and undefined.
What is integrated brand promotion?
The process of using a wide range of promotional tools that work together to create widespread brand exposure.
What is an advertising campaign?
A series of coordinated ads and other promotional efforts that communicate a single theme or idea
List 5 types of audience categories
- household consumers
- businesses
- professionals
- members of a trade channel (retailers, wholesalers, distributors)
- government
What is global advertising?
Ads with a common theme are used in all markers. This is only effective when a brand and its messages have a common appeal across diverse cultures.
What is international advertising?
Firms prepare and place different advertising in different national markets for the same brand.
What is positioning?
The marketer’s attempt to give a brand certain meaning relative to its competitors.
What is a brand?
A name, term, sign, symbol or any feature that identifies one seller’s good or service as distinct from other sellers.
What is differentiation?
The process of creating a perceived difference in the mind of the consumer, between an organization’s brand and the competition.
What is the difference between external position an internal position?
External position refers to the competitive niche a brand pursues, internal is the niche with regards to other similar brands from the same company. Ex. P & G has many laundry detergent brands
What is corporate advertising?
Advertising intended to establish a favorable attitude toward a company as a whole, not just a specific brand.
What is institutional advertising?
Corporate advertising that takes place in the trade channel. Ex. Home Depot
How is advertising to professionals generally carried out?
Through trade journals
