Chapter 15 Vocab Flashcards
advertising
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
4 important decisions when developing an advertising program
setting advertising objectives
setting the advertising budget
developing advertising strategy
evaluating advertising campaigns
advertising objectives
specific communication task to be accomplished with a specific target audience during a specific period of time
3 primary purposes of advertising objectives
inform
persuade
remind
informative advertising
used heavily when introducing a new product category
persuasive advertising
more important as competition increases
can become comparative advertising when a company directly or indirectly compares its brand with one or more other brands
reminder advertising
important for mature products; maintains consumer relationships and keeps consumers thinking about the product
advertising budget
dollars and other resources allocated to a product or a company advertising program
advertising strategy
strategy by which the company accomplishes its advertising objectives
consists of creating advertising messages and selecting advertising media
Madison & Vine
represents the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages
advertainment
make the ads so entertaining or useful that people want to watch them
branded entertainment
involves making the brand an inseparable part of some other form of entertainment
message strategy
the first step in creating effective advertising messages
the general message that will be communicated to consumers
creative concept
compelling big idea that will bring an advertising message strategy to life in a distinctive and memorable way
advertising appeals’ 3 characteristics
meaningful
believable
distinctive
execution style
approach, tone, style, words and format used for executing an advertising message
examples of execution styles (8)
slice of life: shows typical people using the product
lifestyle: integrates product with a particular lifestyle
fantasy: creates fantasy around a product or its use
mood/image: builds mood about product
musical: singing about the product
personality symbol: character represents the product
technical expertise: shows company’s expertise
scientific evidence: favorable evidence about brand
testimonial: endorsement by desirable source
advertising media
vehicles through which advertising messages are delivered to their intended audiences
4 major steps in advertising media selection
determining reach, frequency and impact
choosing among major media types
selecting specific media vehicles
choosing media timing
return on advertising investment
net return on advertising investment divided by the costs of the advertising investment
communication effects and sales & profit effects
advertising agency
a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
public relations
building good relations with the company’s various publics by obtaining favorable publicity; building up a good corporate image; and handling or heading off unfavorable rumors, stories and events
potential functions of PR (6)
press relations or press agency - creating and placing newsworthy information in the news
product publicity - publicizing specific products
public affairs - building and maintaining community relationships
lobbying - building and maintaining government or legal relationships in order to influence regulation/legislation
investor relations - maintaining relationships with shareholders and others in the financial community
development - working with donors or members of nonprofits to gain financial or volunteer support
major PR tools (6)
news special events written materials audiovisual materials corporate identity materials public service activities
