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APRD 1004: Principles of Strat Comm > Exam 1 > Flashcards

Exam 1 Flashcards

(60 cards)

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1
Q

IMC

A

Integrated Marketing Communications; modern practice of strategically coordinating and integrating brand messages across all consumer contact points

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2
Q

Advertising

A

the structured and composed, non-personal communication of information. usually paid for and persuasive in nature about products by identified sponsors through various forms of media

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3
Q

6 Components of Advertising

A

-structured
-directed
-paid for by sponsors
-mediated
-persuasive
-identifies its sponsor

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4
Q

PSA

A

advertisement serving the public interest often for a non-profit organization, carried by the media at no charge

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5
Q

Word of Mouth Advertising

A

communication medium but generally not considered an advertising medium; the public spreads word organically

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6
Q

Mass Media

A

print or broadcast media that reach very large audiences

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7
Q

Advertising Strategy

A

define what the audience should notice, think, and feel; refine the target audience and define what response the advertiser is seeking

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8
Q
A
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9
Q

Marketing

A

designed to attract revenue; activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

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10
Q

Marketing Mix

A

part of the marketing process; involves: developing products, pricing them strategically, distributing at the appropriate places, promoting them through sales and advertising

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11
Q

Marketing Strategy

A

part of the marketing process, the statement of how a company is going to accomplish its marketing objectives; determine who the targets of advertising should be, the markets in which the advertising should appear, and the goals advertising should help accomplish

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12
Q

Branding

A

identifies products and where they came from and distinguishes them from competitors

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13
Q

Free Market Economics

A

the main reason a large number of products are available at competitive costs is because of open competition between self-interested sellers; self interest, complete information, many buyers and sellers, absence of externalities (social costs)

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14
Q

Added Value

A

the increase in worth of a product or service provided by the communication of benefits over and above those offered by the product itself

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15
Q

Primary Demand

A

consumer demand for a whole product category; advertising helps stimulate this by giving the consumer more “complete information”

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16
Q

Selective Demand

A

consumer demand for a particular product over another

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17
Q

The Abundance Principle

A

in an economy that produces more goods and services than can be consumed, advertising serves to inform consumers of their alternatives and allows companies to compete more effectively for consumer dollars

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18
Q

Puffery

A

exaggerated and opinionated claims that cant necessarily be proven true or false; excluded from advertising laws about false claims

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19
Q

Regulated Industries

A

industries that have to keep the same price so people can afford them (water, utilities, energy, etc)

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20
Q

local advertising

A

advertising by businesses within a city or county directed toward customers within the same geographic area

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21
Q

product advertising

A

functional classification of advertising that promotes goods and services

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22
Q

sale advertising (promo)

A

a type of local advertising; stimulates movement of particular merchandise or increases store traffic by emphasizing a price reduction

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23
Q

institutional advertising (attitudinal)

A

a type of local advertising; attempts to gain favorable attention for the business as a whole and intends the effects to be long term

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24
Q

classified advertising

A

a type of local advertising; newspapers; short, text-only, used to locate and recruit new employees, offer services, or sell and lease new and used merchandise

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25
co-op advertising
sharing of advertising costs by the distributor or retailer and the manufacturer, with the manufacturer paying part of distributors costs based on sales
26
regional advertisers
operate in one part of the country and market exclusively in that region, bigger than local advertising
27
national advertisers
advertise in several geographic regions or throughout the country
28
centralized advertising department
a staff of employees, usually located at corporate headquarters, responsible for all advertising
29
brand managers
individuals in the advertising company with the authority and responsibility for marketing one particular brand
30
decentralized system
typically in large firms; establishment of advertising departments split up by whichever system suits the firms needs, which are able to operate with a major degree of independence
31
multinational corporation
operate and invest throughout many countries and make decisions based on availability worldwide; use a standardized approach to marketing and advertising in all countries
32
utility
a product's ability to satisfy both functional needs and psychological wants
33
exchange
a transaction in which a person or organization trades something of value for something valuable in return
34
target market
the market segment or group within the market segment toward which all marketing activities will be directed
35
target audience
the specific group of individuals to whom the advertising message is directed
36
trade advertising
targets resellers to promote greater distribution of their products
37
professional advertising
official publications of professional societies, marketed toward doctors, lawyers, teachers, etc
38
agricultural advertising
promote products and services used in agriculture to farmers and others employed in agribusiness
39
1 to 1 marketing
potential customers can be segmented so specifically that a unique marketing message can be sent to each based on the segment information
40
behavioristic segmentation
determined by user status, usage rate, purchase occasion, and benefits sought; tells us who customers are now, when and why they buy, and how much they consume
41
sole users
the most brand loyal and require the least amount of advertising and promotion
42
semisole users
typically use brand A but have an alternative selection if brand A is not available or if an alternative is promoted with a discount
43
discount users
wont buy brand A at full price but might buy it at a discount
44
aware nontriers
use competitive products in the category but havent taken a liking to brand A
45
trial/rejectors
tried brand A but didn't like it
46
repertoire users
brand switchers who respond well to persuasive advertising; perceive two or more brands to have superior attributes and will pay full price
47
geodemographic segmentation
combines demographics with geographic; generalizations; people in the same neighborhoods typically have similar lifestyles
48
psychographic segmentation
grouping of consumers into market segments based on psychological makeup (ex: patagonia and the sustainability mission)
49
VALS (the Values and Lifestyles Classification System)
often criticized for being overly complicated; motivation: a pattern of attitudes and activities that help people reinforce, sustain, or midday their social and self image
50
product concept
a consumers perception of a product as a combination of utilitarian and symbolic values that meet functional, social, and psychological wants and needs
51
the primary demand trend
identifies the market potential for a product category
52
brand equity
the sum of what consumers, distributors, dealers, and competitors think about a brand over a significant amount of time
53
Four P's of the marketing mix
product, place, price, promotion
54
functional utility
time, place, form, task, posession
55
psychic utility
product gives an elevated status to the consumer, offers symbolic or psychological need satisfaction
56
account planner
represents the consumer during the campaign development process
57
marketing research
helps identify consumer needs and market segments, provides information necessary for developing new products and devising market strategies, enables managers to assess the effectiveness of marketing programs and promotional activities
58
advertising research
systematic gathering and analysis of information to help develop or evaluate advertising strategies
59
advertising strategy research
before creative work begins, helps define the product concept or assists in the selection of target markets, advertising messages, or media vehicles
60

APRD 1004: Principles of Strat Comm (1 decks)

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