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Flashcards in Chapter 1 Deck (54):
1

old media

traditional - push

2

new media

digital - pull

3

what is advertising

paid, mass mediated via media, persuasive

4

paid

client pays for the advertising

5

mass mediated

for a large audiemce

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attempt to persuade

get someone to do something about a product, serive, idea, person, or organization

7

what isnt advertising

PR, PSAs, personal selling, sales promotion

8

IBP

using a wide range of promotional tools that work together to create widespread brand exposure - focus on brand building

9

advertisements

literally the message and want to effectively communicate a brand

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mass communication model

each audience member decides what meaning to take away from the message

11

audience

group of individualsta

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target audience

group of people singled out by an organization for advertising

13

5 audience categories

household consumers, professionals, business members, trade members, govermemt employees

14

5 audience geographies

global, international, national, regional, local

15

global

used worldwide

16

international

different advertising for different national markets

17

national

all areas of a single nation

18

regional

large region like the southwest

19

local

single area like Austin

20

coop advertising

sharing of expenes between nation and local

21

marketing mix is

the 4 P's - product, place, price, promotion

22

brand

name, term, sign or symbol that identifies a good or service

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5 ways ads affect brands

information and persuasion, introduce new brand or brand extension, buliding and maintain brand loyalty among consumers, create image and meaning for brand, and build/maintain brand loyalty

24

brand extension

adaption to existing brand

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brand loyalty

repeat purchase of same brand

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brand equity

brand assets linked to brand

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market segmentation

break down large market into segments that are more similar

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example of market segmentation

bayer has four different asprins for different groups -- tropicana has no pulp and calcium

29

differentiation

create/HIGHLIGHT difference between brand and competitors

30

example of differentiation

emphasize performance features in order to stand out

31

positioning

is the brand place in consumers minds

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external position

niche - distinctiveness

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internal position

regarding to similar brands the firm markets itself

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reposition

update//revive

35

advertising helps price flexibility in two ways

economies of scale, and crease inelasticity

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inelasticity means

insensitivity to price changes

37

primary demand stimulation

for entire product category

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selective demand stimulation

point out brands unique benefits

39

direct response ads

act immediately

40

delayed response advertising

imagery and messages - developed awareness

41

corporate ads

favorable attitude towards company

42

brand ads

specific features, values, benefits

43

institutuional ads

retailers within trade channel

44

GDP

total value of goods produced

45

value

bramd provides satisfaction beyond costs incurred

46

symbolic value

meaning of product in nonliteral way

47

social meaning

meaning of product in societal context

48

IMC

emphasizes on communications effort

49

levels of effective ads

awareness, knowledge, persuasion, behabior

50

message production

determine ad message

51

message negoriation

individuals interprest through mental filters

52

message reception

individuals decide what the message means

53

do ads have a single meanng

NO - each member decides what to take away from message

54

ads influences brand development In 5 ways

information, introduction, loyalty, image, trade loyalty