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ADVERTISING EXAM 1 > EXAM 1 > Flashcards

EXAM 1 Flashcards

1
Q

Market Communication

A

communicates key marketing messages to target audience

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2
Q

Marketing Mix

A

Four tools of product, price, plays, and promotion

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3
Q

Producer Suppliers

A

Companies producers obtain materials from to produce their product

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4
Q

Consumer Market

A

Selling products to general audience

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5
Q

B2B

A

Organizations that produce products for other businesses in their operations or resale

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6
Q

Institutional Markets

A

Nonprofits that buy products to use in delivering their services

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7
Q

Channel Markets

A

Members of distribution chain including resellers

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8
Q

Consumers need for the product is…

A

The goal of marketing achieved by matching the products availability to

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9
Q

Supply chain

A

Complex network of vendors that produce components sold to manufacturers

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10
Q

Most marketing communication dollars are spent on…

A

Consumer markets

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11
Q

All communications

A

One voice

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12
Q

IMC

A

Unifying all market communication efforts so they send consisten brand message to audience

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13
Q

Intangible feature of brand

A

Products perceived value

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14
Q

Brand equity

A

Financial value brand contributes to company

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15
Q

Brand extension

A

Use of established brand name with related line of products

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16
Q

Domestic approach marketing

A

Tries to make accommodations in marketing mix for cultural differences

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17
Q

Brand relationship strategies

A

Build long term loyalty with customers

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18
Q

Identification

A

Basic function of advertising

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19
Q

Strategy

A

Measurable objectives in areas of sales and reputation

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20
Q

Broadcast media

A

Radio and TV

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21
Q

Advertising campaign

A

Set of related ads that are variations on a theme

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22
Q

Providing information

A

Explain how product works in campaign

23
Q

PT Barnum

A

Conducted first full ad campaign

24
Q

Account executive

A

Serves as a bridge between advertising client and ad agency

25
Q

PSA

A

Type of PR that deals with public welfare issues that run for free

26
Q

Advertiser

A

Person or organization that uses advertising to send message about product

27
Q

In house agency

A

Agency within organization that performs all tasks an outside agency would

28
Q

Creative boutique

A

Small ad agency that concentrates entirely on preparing creative execution of product

29
Q

Media buying service

A

Purchase media at low cost because it can group several clients purchases together

30
Q

Key players in advertising

A

Advertiser, agency, media, suppliers

31
Q

What was the first main for of compensation ?

A

15% commission

32
Q

Social versus economic debate

A

Questions whether advertising creates or reflects social values

33
Q

Cultural imperialism

A

When western culture is imposed on others

34
Q

Federal trade commission

A

Provides regulations protecting costumers from misleading claims

35
Q

Puffery

A

Advertising that praises product with exaggerations with no facts

36
Q

Comparative advertising

A

Message strategy that compares features with another brand

37
Q

Shockvertising

A

Attracts attention

38
Q

Demand creation

A

External message creates want

39
Q

Marketing imperialism

A

Practices that result in imposing foreign cultural values on local culture with different values

40
Q

Culture imperialism

A

Impact of western culture on traditional culture

41
Q

False advertising

A

Misleading untrue message

42
Q

Endorsement

A

Advertising done by individual the make consumer believe opinion on product

43
Q

Blogola

A

Influencers paid to endorse product as a customer

44
Q

Code of ethics

A

Help guide toward ethical behavior

45
Q

Self regulation

A

Advertisers establish ethical standards that anticipate complaints

46
Q

Self discipline

A

Develop own norms

47
Q

Local group

A

Provide local businesses with advice concerning legal aspects of advertising

48
Q

FCC

A

Regulates radio and TV communications

49
Q

BATF

A

Regulates advertising and requirements for alcohol

50
Q

Deceptive advertising

A

Misleads consumer with false claims and not disclosing facts

51
Q

Claim substantiation

A

Advertiser should have reasonable basis for making claim about product performance

52
Q

Corrective advertising

A

Advertiser runs message correcting false impressions

53
Q

Consumer redress

A

Refunds or sends public notification

ADVERTISING EXAM 1 (1 decks)

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