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Flashcards in Chapter 2 Deck (31):
1

5 trends of the marketplace

consumer control, media proliferation, media clutter/fragmentation, crowdsourcing, mobile marketing/media

2

consumer control

social media, blogs, dvr -- word of mouth

3

media proliferation, consolidation, multiplatforms

Disney

4

media clutter/fragmentation means more IBP

the chances of making a difference is diminishing

5

crowdsourcing

user generated content - gets consumers more involved and committed to a brand

6

mobile marketing and mobile media

consumers can be reached from everywhere

7

advertising agency

creative and business services responsible for Planning Preparing and Placing ADS

8

full service agencies

do it all

9

creative boutiques

creative concept development, copywriting, artisitic services

10

digital interactive agencies

focus on ways to use web based solutions

11

in house agency

advertising department is in firm

12

media specialist

buy time and space and offer media strategy

13

event planning agencies

event sponsorship

14

design firms

visual impression, logo

15

PR firms

manage relationships - highly specialized skill and talent AND managers are too close to negative situations and may not be capable of handling them

16

account planner

research efforts

17

creative services

express value of brand

18

production services

take an idea and create stuff

19

commisision fee

15 percent

20

mark up charge

cost plus 17.65-20 percent

21

fee system

hourly rate

22

pay for results

incentive based on the achievement of agreed on results

23

New media gives us the ability to do 2 things

avoid ads and be psycchologically resistant

24

What is marketing aiming to do

move from interruptive to engagement

25

advertising must understand 6 things

value, competition, objective, audience, logistics, marketing

26

value

brands key values

27

competition

whats ttheir position

28

objectives

short and long term goals

29

audience

who is being targeted

30

logistics

how to reach target audience

31

marketing

how ADV and IBP work together