Chapter 1 Flashcards
Mobile marketing
Communicating with target markets through mobile devices
Sweeping Shift in ADV and IBP
Old media: ADV was “pushed” at potential
consumers
New media: We now “pull” media messages
Advertising definition
Advertising is paid, mass mediated attempt to persuade
Client/sponsor
The company or organization that pays for advertising
The key challenge for ADV remains the same:
Effectively communicate the brand
Three criteria for communication to be classified as advertising:
- Must be paid for
- Must be delivered to an audience via mass media
- Must be attempting persuasion
Integrated Brand Promotion (IBP) definition
The process of using a wide range of promotional tools that work together to create widespread brand exposure
What advertising isn’t:
♠ public relations / publicity
♠ public service announcements (PSAs)
♠ personal selling, sales promotions, etc.
It’s important to understand about advertising:
Advertising can be a persuasive message about an idea; it’s not only just about products.
Distinctions within Advertising (advertisements v. advertising campaign)
♠ Advertisements: distinct messages designed to persuade
♠ Advertising Campaign: an integrated, coordinated series of ads and promotions that communicate a central theme or idea.
Three components that make an add effective:
♠ Strategy
♠ Creativity
♠ Execution
Some examples of IBP tools
♠ Advertising in mass media (television, radio…)
♠ Sales promotions (coupons, discounts, trial offers…)
♠ Internet advertising (banners, pop-ups)
♠ Event sponsorship
The Advertising Process
- Message production
- Message negotiation (individuals see the advertisement and interpret it through their own mental filters)
- Message reception (individuals receive the message, and decide what it means (if anything!)
Ads do not have a single meaning
Ads are interpreted by each audience member according to her or his unique set of experiences, values and beliefs.
Target audience
Particular group of consumers singled out by an organization for an advertising or IBP campaign
Audience
A group of individuals who receive and interpret messages sent from companies and organizations
Audience categories
♠ Household consumers ♠ Business members ♠ Professionals ♠ Government employees ♠ Trade members
Audience geography
♠ Global ♠ International ♠ National ♠ Regional ♠ Local
Cooperative advertising
Sharing of advertising expenses between national companies and local merchants
Marketing definition
The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.
The Marketing Mix – the “4 P’s” (The mix (or blend) of responsibilities inherent in marketing)
- Product
- Place (distribution)
- Price
- Promotion (advertising one of the tools)
Brand extension/variant
An adaptation of an existing brand to a new product area.
Brand equity
Set of brand assets linked to a brand, its name and symbol.
Advertising influences brand development and management in 5 ways
- Information - ADV informs and persuades target audiences about the value(s) of a brand
- Introduction - new brands (or extended brands) are introduced via ADV
- Loyalty - repeated exposure via ADV to brands helps create loyalty
- Image - ADV helps enrich the image(s) and meaning(s) associatedwith a brand – deeper connections with consumers.
- Trade loyalty ADV helps establish brand loyalty within the Trade
Market segmentation
The process of breaking down a large, widely varied (heterogenous) market into submarkets, or segments, that are more similar (homogenous) than dissimilar in terms of consumer characteristics.
Differentiation
The process of creating a perceived difference, in the mind of the consumer (consumer perception), between a brand and its competition.
Positioning
The process of designing a brand so that it can occupy a distinct and valued place in the target consumer’s mind relative to other brands.
External brand position
The niche the brand will pursue relative to all the competitive brands on the market.
Internal brand position
Achieved with regard to the other, similar brands the firm itself markets.
Repositioning
Occurs when a brand believes that a brand needs to be revived or updated to address changing market or competitive conditions.
Three broad types of advertising
- Primary v. Selective Demand Stimulation
- Direct v. Delayed Response Advertising
- Corporate v. Brand Advertising
Primary Demand Stimulation
Create demand for an entire product category
Selective Demand Stimulation
Point out a brand’s unique benefits compared to the competition.
Direct Response Advertising
ADV that asks consumers to act immediately
Delayed Response Advertising
ADV builds brand awareness and perception over time
Corporate advertising
ADV that attempts to create a favorable attitude toward a company. Not designed to promote a specific brand
Brand Advertising
ADV that communicates about a specific brand
Institutional advertising
Any type of advertising intended to promote a company, corporation, business, institution, organization or other similar entity. Such advertising does not attempt to sell anything directly.
Value
Perception by consumers that a brand provides satisfaction beyond the cost incurred to obtain that brand. (ex, bottled water)
Economic Effects of Advertising
- Value
- Prices - ADV influences product prices (higher and lower)
- Competition - ADV motivates businesses to compete
- GDP - ADV pushes consumer product demand and spending.
Integrated Marketing Communications
♠ The practice of using diverse marketing tools to send a consistent, persuasive message to target audiences.
♠ Emphasis was on “communication” not on brand. Now, with IBP, companies and organizations want to build brand awareness, identity, and preference through advertising and promotion.
Brand definition
A name, term, sign, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.
