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Marketing > Chapter 15 > Flashcards

Chapter 15 Flashcards

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1
Q

product advertising

A

advertising messages that focus on a specific good or service

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2
Q

institutional advertising

A

advertising messages that promote the activities, personality, or point of view of an organization or company

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3
Q

corporate advertising

A

advertising hat promotes the company as a whole instead of a firm’s individual products

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4
Q

advocacy advertising

A

a type of public service advertising where an organization seeks to influence public opinion on an issue because it has some stake in the outcome

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5
Q

public service advertisements

A

advertising run by the media for not for profit organizations or to champion a particular cause without charge

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6
Q

advertising campaign

A

a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time

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7
Q

limited service agency

A

an agency that provides one or more specialized services, such as media buying or creative development

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8
Q

full service agency

A

an agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages

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9
Q

account executive

A

a member of the account management department who supervises the day to day activities of the account and is the primary liaison between the agency and the client

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10
Q

account planner

A

a member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising

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11
Q

creative services

A

the agency people who dream up and produce the ads

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12
Q

research and marketing services

A

advertising agency department that collects and analyzes info that will help account executives develop a sensible strategy and assist creatives in getting consumer reactions to different versions of ads

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13
Q

media planners

A

agency personnel who determine which communication vehicles are the most effective and efficient to deliver the ad

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14
Q

user generated content/consumer generated media

A

online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product, related stories available to other consumers

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15
Q

DIY ads

A

product ads that are created by consumers

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16
Q

crowdsourcing

A

a practice in which firms outsource marketing activities to a community of users

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17
Q

greenwashing

A

a practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit

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18
Q

corrective advertising

A

advertising that clarifies or qualifies previous deceptive advertising claims

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19
Q

puffery

A

claims made in advertising of product superiority that cannot be proven true or untrue

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20
Q

creative strategy

A

the process that turns a concept into an advertisement

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21
Q

creative brief

A

a guideline or blueprint for the marketing communication program that guides the creative process

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22
Q

advertising appeal

A

the central idea or theme of an advertising message

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23
Q

unique selling proposition

A

an advertising appeal that focuses on one clear reason why a particular product is superior

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24
Q

reminder advertising

A

advertising aimed at keeping the name of a brand in people’s minds to be sure consumers purchase the product as necessary

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25
teaser/mystery advertising
ads that generate curiosity and interest in a to be introduced product by drawing attention to an upcoming ad campaign without mentioning the product
26
execution format
the basic structure of the message such as comparison, demonstration, testimonial, slice of life and lifestyle
27
tonality
the mood or attitude the message conveys
28
pretesting
a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media
29
media planning
the process of developing media objectives, strategies, and tactics for use in an advertising campaign
30
paid media
internet media such as display ads, sponsorships, and paid key word searches that are paid for by an advertiser
31
earned media
word of mouth or buzz using social media where the advertiser has no control
32
branded entertainment
a form of advertising in which marketers integrate products into entertainment venues
33
augmented reality
a form of technology where a view of a real world environment joins a layer of virtual computer-generated imagery to create a mixed reality
34
support media
media such as directories or out of home media that may be used to reach people who are not reached by mass media advertising
35
out of home media
communication media that reach people in public places
36
place based media
advertising media that transmit messages in public places, such as doctors' offices and airports, where certain types of people congregate
37
media schedule
the plan that specifies the exact media to use and when to use it
38
reach
the percentage of the target market that will be exposed to the media vehicle
39
frequency
the average number of times a person in the target group will be exposed to the message
40
gross rating points
a measure used for comparing the effectiveness of different media vehicles
41
posttesting
research conducted on consumers' responses to actual advertising messages they have seen or heard
42
unaided recall
a research technique conducted by telephone survey or personal interview that asks whether a person remembers seeing an ad during a specified period without giving the person the name of the brand
43
aided recall
a research technique that uses clues to prompt answers from people about advertisements they might have seen
44
attitudinal measures
a research technique that probes a consumer's beliefs or feelings about a product before and after being exposed to messages about it
45
public relations
communication function that seeks to build good relationships with an organization's publics, including consumers, stockholders, and legislators
46
publicity
unpaid communication about an organization that appears in the mass media
47
crisis management
the process of managing a company's reputation when some negative event threatens the organization's image
48
public relations campaign
a coordinated effort to communicate with one or more of the firm's publics
49
press release
info that an organization distributes to the media intended to win publicity
50
internal pr
pr activities aimed at employees of an organization
51
investor relations
pr activities such as annual and quarterly reports aimed at a firm's investors
52
lobbying
talking with and providing info to gov officials in order to influence their activities relating to an organization
53
speech writing
writing a speech on a topic for a company executive to deliver
54
corporate identity
materials such as logos, brochures, building design, and stationery that communicate an image of the organization
55
media relations
a pr activity aimed at developing close relationships with the media
56
sponsorships
pr activities through which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution
57
special events
activities that are planned and implemented by a pr department
58
guerrilla marketing
marketing activity in which a firm ambushes consumers with promotional content in places they are not expecting to encounter this kind of activity
59
sales promotion
programs designed to build interest in or encourage purchase of a product during a specified period
60
rebates
sales promotions that allow the customer to recover part of the product's cost from the manufacturer
61
frequency programs
consumer sales promotion programs that offer a discount or free product for multiple purchases over time
62
premiums
items offered free to people who have purchased a product
63
product sampling
distributing free trial size versions of a product to consumers

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