Midterm 1 Flashcards
(113 cards)
1
Q
Advertising
A
paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience or coming up with creative solutions to solve marketing problems
2
Q
Paid
A
Advertising needs to be paid by someone. The client provides the money necessary to buy the media where the ads will run.
3
Q
Non-personal
A
Advertising is not written for a specific person, but rather is written for a large, mass audience
4
Q
Identified Sponsor
A
the purpose of the ad– to communicate sponsor information to the consumer so they will purchase the product
5
Q
Mass media
A
the mass media, which includes all forms of media, must be used to relay the sponsor’s message to consumers
6
Q
Persuade or influence
A
Again, the purpose of the ad, to persuade or influence consumers to do something like purchase the product or to get them to respond in a certain way
7
Q
Audience
A
there must be receivers of the message for there to be advertising
8
Q
Characteristics of a great Ad: Strategy
A
your game plan– take into consideration the marketing objectives, the target market, the creative concept, and the necessary media
9
Q
Characteristics of a great Ad: Creative
A
KEY to great advertising– Greats ads must be new, exciting, attention getting, and interesting
10
Q
Characteristics of a great Ad: Execution
A
the devil is in the details, its the small things in the campaign that make all the difference
11
Q
Characteristics of a great Ad: Media
A
selecting media that will be viewed by the greatest number of people
12
Q
Brand Advertising
A
most visible, like Nike and stuff
13
Q
Local/Retail Advertising
A
local advertising for like Smith’s and stuff- the coupons, anything local
14
Q
Political Advertising
A
advertising for politicians
15
Q
Regional Advertising
A
one or more states- southwest- similar to local, but just on a larger scale
16
Q
National Advertising
A
want to advertise on a national level
17
Q
Direct Response Advertising
A
encourages the consumer to respond directly to the advertiser- like using a coupon or visiting a website
18
Q
Business to Business Advertising
A
when you are pitching to another business to do some thing together
19
Q
Institutional Advertising
A
designed to build a businesses’ reputation in the minds of the public
20
Q
Public Service Advertising
A
like don’t smoke campaigns
21
Q
Volney Palmer
A
1st agency, space broker
22
Q
NW Ayer
A
became more audience centered which allowed him to concentrate more on the needs of his clients. still used today
23
Q
J Walter Thompson
A
expanded to women’s magazines because women controlled the finances
24
Q
Bernice Fitz-Gibbon
A
pioneered retail ad- Macy tagline- it’s smart to be thrifty
25
Bill Bernbach
creative director DDB
26
Leo Burnett
Ads had personality- Tony Tiger and shit
27
David Ogilvy
Brand Image, story telling, power of brands, research
28
Rosser Reeves
Unique selling point
29
Jack Trout
Positioning
30
Mary Lawrence
I Love NY- Copywriter
31
Marketing
process to find and retain customers to make money
32
Market
Region and type of buyer
33
Consumer Market
s
34
Business to Business Market
s
35
Institutional Market
s
36
Reseller Market
s
37
4 Ps of Marketing Mix
Product, Price, Promotion, Placement
38
Product
The thing you are selling or the service
39
Price
the amount the consumer pays for the product or service
40
Promotion
the communication- the advertising, public relations, and promotions
41
Place
distribution, getting the product from the manufacturer into the hands of the consumer
42
Promotional Mix
Advertising, Public Relations, Sales Promotion, Online and Direct Marketing
43
Public Relations
a strategic communication process that builds mutually beneficial relationships between organizations and their publics
44
Sales Promotion
the media and non media marketing pressure applied for predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability
45
Online and direct Marketing
a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer, with advertising techniques that can include mobile, text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising
46
What is an Advertising Agency
a business organization, composed of creative and business people, who develop, repair and place advertisements in advertising media for sellers to find customers for their goods and services
47
Why hire an agency
advertisers know their business, they provide an objective point of view, they creative professionals, and they have connections
48
Full service agency
provide five major functions- account management, research, creative, account planning, media planning and buying
49
Industry focused agency
focus on specific stuff like agriculture or healthcare
50
Minority Agency
provide specific knowledge and expertise in advertising to minority groups such as Asians, African Americans, etc
51
Creative Boutiques
concentrate entirely on the development and execution of creative
52
Media Buying Services
specialize the planning and buying of media for clients
53
In House agency
owned and operated by the company- disney's yellow shoes- don't outsource
54
Account Management
the liaison between the advertising agency and the client. handle all affairs client
55
Account Planning
use various research techniques to gain information, knowledge, and insights about the target market so that consumer centered advertising can be produced
56
Media Planning
translate the marketing objectives into a media plan- make decisions like where to advertise, when to advertise, how long and what media would be best to use
57
Media Buying
implements the media plan by contacting media outlets and buying time and space to place each ad
58
Creative Director
Person in charge of all the creative for the campaign
59
Art Director
responsible for producing the visual elements of the advertising campaign and are skilled at creating advertising for all of the forms of media
60
Copywriter
produces the words to go with the visual created by the art director
61
FTC-Federal Trade Commission
monitors advertising to make sure the claims are truthful, that they are not deceptive or unfair, that they are factual, and they there is evidence to back up the claims
62
Self Regulation
advertising monitors itself and holds advertisers responsible responsible for the claims they make in their advertisements
63
NAD- National Advertising Division
division of better business bureau that reviews factual claims and truthfulness in national advertising- specifically product performance claims
64
CARU- Children's Advertising Review Unit
self regulatory program to promote responsible children's advertising- not deceptive to children
65
ERSRP- Electronic retailing self regulation program
enhance consumer confidence in electronic retailing by providing a quick and effective mechanism for resolving inquiries regarding the truthfulness and accuracy of claims in direct response to advertising
66
OIBAAP-Online interest based advertising accountability program
regulates the use of online behavioral advertising and gives consumers control over whether advertisers can use their information for targeted advertisements
67
Puffery
a term frequently used to denote the exaggerations reasonably to be expected of a seller as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined
68
Comparative Advertising
when an advertiser compares their brand to another brand or indirectly in an attempt to show the superiority of their brand, the advertiser is participating in comparative advertising
69
Endorsements
any advertising message that consumers are likely to believe reflects the opinions, beliefs, findings, or experiences of a party other than the sponsoring advertiser, even if the views expressed by that party are identical to those of the sponsoring advertiser
70
Sex and Bad Taste
hope that people will have an increased interest in a brand because of the sex appeal but sometimes it just makes you go ew
71
Stereotyping
generalizations, or assumptions, that people make about the characteristics of all members of a group, based on an image about what people in that group are like
72
Subliminal Advertising
a signal or message designed to pass below the normal limits of perception
73
Consumer Behavior
it is the behavior of the consumer or decision maker in the market place of products and services
74
Consumers
Those who buy and those who use
75
Target Audience
includes all of the people who can be reached or influenced by the advertisers messages- da whole tree
76
Target Market
try to appeal to everyone and you won't appeal to anyone- ogilvy- the individuals who are most likely to buy the product
77
Market Segmentation
divide the target audience up into pieces of potential buyers
78
Demographics
gender, age, marital status, religion, education, income, occupation
79
Psychographics
all the psychological factors that make up a person such as values, attitudes, personal beliefs, hobbies, behaviors
80
Lifestyle
the way the person lives- social relations, consumption, entertainment, and dress
81
Buying Behavior
the sum total of a consumer's attitudes, preferences, intentions, and decisions regarding consumer's behavior in the marketplace when purchasing a product or service
82
Geographics
where a person lives
83
Purchase Funnel
1. Awareness 2. Consideration 3. Purchase 4. Loyalty 5. Advocacy
84
Types of Research
Secondary, Primary, Qualitative, and Quantitative
85
Secondary Research
uses info that has already been gathered form outside sources and is published in books, newspapers, magazines, trade publications, government reports, academic journals, etc.
86
Primary Research
new research that is conducted to answer specific questions not answered in secondary research
87
Qualitative
involves the collecting, analyzing, and interpreting of data by observing what people do and say and then providing an in-depth description
88
Quantitative
explaining phenomena by collecting numerical data that are analyzed using mathematically based methods- how many, how often, what percentage
89
Mintel, MRI, ProQuest, and EBSCO
online research tools- da suppliers
90
Why do we research?
to discover insights
91
Types of Quantitative Research
Library research, internet research, trade associations, secondary research suppliers
92
Types of Qualitative Research
Focus groups, interviews, friendship groups, pantry studies, Ethnographies, collages, cartoon bubbles
93
Surveys
obtain information from large groups of people to help make strategic decisions, make questions easy to understand, keep questions short, don't ask double barreled questions, avoid biased words or terms, avoid double negatives, make things mutually exclusive, bold, italicized, blah blah, include all possible choices
94
Insights
the capacity to gain an accurate and deep intuitive understanding of a person or thing- explains why
95
Strategic Planning
the process of determining objectives, deciding on strategies, and implementing tactics
96
Strategy
how you intend to accomplish the objectives
97
Consumer Insight
a simple truth that applies to the target market that helps you understand why they buy, why they don't buy, or some other aspect of the way they behave
98
Brand Insight
the benefit that the consumer receives from using the brand- what your brand that no other brand has
99
Features vs. Benefits
features are like literally what it does where as benefits are like the emotional reward. I use the soap to get clean and I get laid
100
Strategy Statement
where the consumer and brand insight come together
101
Maslow's Hierarchy of needs
most important to least 1. physio 2. safety 3. social 4. esteem 5. self actualization
102
Consumer Advertising
directed to the ultimate consumers of the products
103
Industrial Advertising
aimed at manufacturers and distributors to advertise products that will help keep their business operating
104
Professional Advertising
directed at professionals like doctors, professors, engineers, etc. who, in addition to using the products for their businesses, are expected to recommend or prescribe the products to consumers
105
Print Advertising
appears in newspapers, magazines, journals, handbills, etc- popular with retail and local advertising
106
Electronic or Broadcast Advertising
appears on radio, television, motion pictures, video, and the internet
107
Out of Home Advertising
any advertising found outside the home ie billboards, posters, etc
108
Online advertising
employs the internet to deliver advertising messages to consumers-email marketing, banner and skyscraper ads
109
Social Media Advertising
uses social media sites such as facebook, twitter, pintrest, and others to communicate advertising messages to consumers
110
Alternative Media Advertising
all advertising that does not fall under any of the other types of advertising
111
Digital interactive Agency
fast growing, design websites, establish a social media presence, manage company blogs, service a company's SEO, etc
112
objectives
what you want to accomplish or the desired outcome of the advertising
113
Tactics
the creative elements the advertiser uses to make the strategy come to life
