Ch. 18 Flashcards
advertising
a paid form of communication from an identifiable source, delivered through a channel, and designed to persuade the receiver to take some action, now or in the future
advertising plan
a section of the firms overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful
pull strategy
designed to get consumers to pull the product into the supply chain by demanding it
push strategy
designed to incase demand by motivating sellers-wholesalers, distributors, or salespeople- to highlight the product, rather than the product of competitors, and thereby push the product onto consumers
informative advertising
comm used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase
persuasive advertising
comm used to motivate consumers to take action
reminder advertising
comm used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle
product-focused advertisements
used to inform, persuade, or remind consumers about a specific product or service
institutional advertisements
a type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry
public service advertising
advertising that houses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups
social marketing
the content distributed through online and mobile tech to facilitate interpersonal interactions
unique selling proposition (USP)
a strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign
informational appeals
used in a promotion to help consumers make purchase decisions by offering factual info and string arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of key benefits it provides
emotional appeal
aims to satisfy customers emotional desires rather than their utilitarian need
media planning
the process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience
media mix
the combination of the media used and the frequency of ads in each medium
media buy
the actual purchase of airtime or print pages
mass media
channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, magazines, radio, and television
niche media
channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests
advertising schedule
the specification of the timing and duration of advertising
continuous schedule
runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising
flighting
an advertising schedule implemented in spurts, with periods of heavy ads followed by periods of no ads
pulsing
combines the continuous and flighting schedules by maintaining a base level of ads but increasing advertising intensity during certain periods
headline
in an advertisement, large type designed to draw attention
