Chapter 15 Flashcards
product advertising
advertising messages that focus on a specific good or service
institutional advertising
advertising messages that promote the activities, personality, or point of view of an organization or company
corporate advertising
advertising hat promotes the company as a whole instead of a firm’s individual products
advocacy advertising
a type of public service advertising where an organization seeks to influence public opinion on an issue because it has some stake in the outcome
public service advertisements
advertising run by the media for not for profit organizations or to champion a particular cause without charge
advertising campaign
a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time
limited service agency
an agency that provides one or more specialized services, such as media buying or creative development
full service agency
an agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages
account executive
a member of the account management department who supervises the day to day activities of the account and is the primary liaison between the agency and the client
account planner
a member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising
creative services
the agency people who dream up and produce the ads
research and marketing services
advertising agency department that collects and analyzes info that will help account executives develop a sensible strategy and assist creatives in getting consumer reactions to different versions of ads
media planners
agency personnel who determine which communication vehicles are the most effective and efficient to deliver the ad
user generated content/consumer generated media
online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product, related stories available to other consumers
DIY ads
product ads that are created by consumers
crowdsourcing
a practice in which firms outsource marketing activities to a community of users
greenwashing
a practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit
corrective advertising
advertising that clarifies or qualifies previous deceptive advertising claims
puffery
claims made in advertising of product superiority that cannot be proven true or untrue
creative strategy
the process that turns a concept into an advertisement
creative brief
a guideline or blueprint for the marketing communication program that guides the creative process
advertising appeal
the central idea or theme of an advertising message
unique selling proposition
an advertising appeal that focuses on one clear reason why a particular product is superior
reminder advertising
advertising aimed at keeping the name of a brand in people’s minds to be sure consumers purchase the product as necessary
teaser/mystery advertising
ads that generate curiosity and interest in a to be introduced product by drawing attention to an upcoming ad campaign without mentioning the product
execution format
the basic structure of the message such as comparison, demonstration, testimonial, slice of life and lifestyle
tonality
the mood or attitude the message conveys
pretesting
a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media
media planning
the process of developing media objectives, strategies, and tactics for use in an advertising campaign
paid media
internet media such as display ads, sponsorships, and paid key word searches that are paid for by an advertiser
earned media
word of mouth or buzz using social media where the advertiser has no control
branded entertainment
a form of advertising in which marketers integrate products into entertainment venues
augmented reality
a form of technology where a view of a real world environment joins a layer of virtual computer-generated imagery to create a mixed reality
support media
media such as directories or out of home media that may be used to reach people who are not reached by mass media advertising
out of home media
communication media that reach people in public places
place based media
advertising media that transmit messages in public places, such as doctors’ offices and airports, where certain types of people congregate
media schedule
the plan that specifies the exact media to use and when to use it
reach
the percentage of the target market that will be exposed to the media vehicle
frequency
the average number of times a person in the target group will be exposed to the message
gross rating points
a measure used for comparing the effectiveness of different media vehicles
posttesting
research conducted on consumers’ responses to actual advertising messages they have seen or heard
unaided recall
a research technique conducted by telephone survey or personal interview that asks whether a person remembers seeing an ad during a specified period without giving the person the name of the brand
aided recall
a research technique that uses clues to prompt answers from people about advertisements they might have seen
attitudinal measures
a research technique that probes a consumer’s beliefs or feelings about a product before and after being exposed to messages about it
public relations
communication function that seeks to build good relationships with an organization’s publics, including consumers, stockholders, and legislators
publicity
unpaid communication about an organization that appears in the mass media
crisis management
the process of managing a company’s reputation when some negative event threatens the organization’s image
public relations campaign
a coordinated effort to communicate with one or more of the firm’s publics
press release
info that an organization distributes to the media intended to win publicity
internal pr
pr activities aimed at employees of an organization
investor relations
pr activities such as annual and quarterly reports aimed at a firm’s investors
lobbying
talking with and providing info to gov officials in order to influence their activities relating to an organization
speech writing
writing a speech on a topic for a company executive to deliver
corporate identity
materials such as logos, brochures, building design, and stationery that communicate an image of the organization
media relations
a pr activity aimed at developing close relationships with the media
sponsorships
pr activities through which companies provide financial support to help fund an event in return for publicized recognition of the company’s contribution
special events
activities that are planned and implemented by a pr department
guerrilla marketing
marketing activity in which a firm ambushes consumers with promotional content in places they are not expecting to encounter this kind of activity
sales promotion
programs designed to build interest in or encourage purchase of a product during a specified period
rebates
sales promotions that allow the customer to recover part of the product’s cost from the manufacturer
frequency programs
consumer sales promotion programs that offer a discount or free product for multiple purchases over time
premiums
items offered free to people who have purchased a product
product sampling
distributing free trial size versions of a product to consumers
