Exam 1 study guide Flashcards
Who is the Client/Sponsor
The company or organization who pays for advertising
What is advertising
A paid, mass mediated attempt to persuade
What is the difference between an advertisement and an advertising campaign
advertisement: specific message that an organization has placed to persuade an audience
advertising campaign: a series of coordinated ads that communicate a single theme or idea
What happens in the model of mass mediated communication
2 major components:
production: by the sender
reception: by the receiver
consumers interpret the message in between these components and decide what they have taken away from the initial message
what is an audience
group of individuals who MAY receive and interpret messages
what is a target audience
a particular group of consumers singled out for an advertisement or IBP Campaign
what is Integrated Brand Promotion
the coordination of promotional tools to create widespread brand exposure
What are the 5 types of audience categories
Household consumers
members of business organizations
members of a trade channel
professionals
government officials and employees
what are Household consumers
most conspicuous; most advertising is directed at them
what are members of business organizations
focus of advertising for firms that produce business and industrial goods and services (office equipment, production machinery)
what are members of a trade channel
retailers, wholesalers, and distributors targeted by producers of both household and business goods and services
Professionals
Doctors, lawyers, accountants, teachers
government officials and employees
employees of government organizations such as schools and road maintenance operations; producers of items such as office furniture, construction tools, vehicles all target government organizations
What is Global advertising
placing ads with a common theme and presentations in all markets around the world where the firms brands are sold
only minor changes in the message
what is international advertising
occurs when firms prepare and place different advertising in different national markets for the same brand outside of their home market
might require unique advertising due to product adaptations
what is national advertising
reaches all areas of one nation
regional advertising
carried out by producers , wholesalers. distributors, and retailers that concentrate their efforts in a particular geographic region
local advertising
directed at an audience in a single trading area
co-op advertising
sharing of advertising expenses between national advertisers and local merchants
what is a brand
name, term, or symbol that identifies one seller’s good or service as distinct from those of other seller’s
Brand loyalty
a decision making mode in which consumers repeatedly buy the same brand of a product as their choice to fulfill a specific need
brand equity
developed by a firm that creates and maintains positive associations with the brand in the mind of the consumer
what is the difference between internal and external positioning
INTERNAL: the niche a brand achieves with regard to other similar brands (ben and jerrys)
external: the competitive niche a brand pursues
What is the difference between primary and selective demand stimulation
Primary: using advertising to create demand for a product category in general
selective: using advertising to stimulate demand for a specific brand within a product category
what is the difference between direct response and delayed response advertising
Direct: receiver of the message acts immediately
delayed: relies on imagery and message themes to emphasize the benefits
what is the difference between corporate and brand advertising
corporate: intended to establish favorable attitude toward a company as a whole (Apple)
brand: communicated specific features, values and benefits of a brand
what is value
a perception by consumers that a product or service provides satisfaction beyond the cost incurred to acquire it
advertisers
business, not for profit, or government organization that uses advertising and other promotional techniques to communicate with target markets
(Procter and Gamble, PepsiCo)
Trade resellers
organizations in the marketing channel of distribution that buy products to resell to customers
What is an advertising agency
an organization of professionals who provide creative and business services to clients
Full service agency
typically includes an array of advertising professionals to meet all the needs of a client
creative boutiques
emphasizes copywriting and artistic services to its clients (infuses greater creativity to the message)
Interactive agency
focuses on using online, mobile, and social media for direct marketing and target market communications for clients
in house agency
Advertising department within a firm
media specialists
orgs that specialize in buying media time and space and offer media strategy consulting to advertising
promotion agencies
specialized agencies that handle promotional efforts
direct marketing agencies
agency that maintains large databases (mail or telemarketing)
sales promotion
aimed at consumers that focuses on price-off deals, coupons, sampling, rebates, and premiums (trade shows, contests)
fulfillment centers
support to marketing agencies; follow up on the delivery of their direct mail
event planning agency
experts in finding locations, dates, and putting together a team of people to pull off a promotional event (audio/visual people, security, experts, anyone who can make an event successful)
designers
specialist intimately involved with the execution of creative ideas and efforts
(print, in store display, web graphics)
public relations firm
manage an orgs relationship with the media, local community, competitors; press releases, feature stories, lobbying, spokesperson’s, company newsletters
Account planners
The professional who synthesizes all relevant consumer research and uses it to help the team design a coherent advertising strategy for a clients brand or product
Account services
identifies the benefits a clients brand offers its target audiences and the best competitive positioning, and the develops a promotional plan
production services
a team that takes creative ideas and turns them into advertisements , direct mail pieces, or event materials
creative services
develops the message that will be delivered through advertising, sales promotion, direct marketing in memorable ways
media planning and buying services
services related to media planning or buying that are provided by advertising agencies or specialized media-buying organizations
commission system
based on amount of money the advertiser spends on the media (15% retained; 16% for outdoor media)
markup charge
adding a percentage charge to a variety of services the agency purchases from outside suppliers (17.65-20%)
fee system
advertiser and agency agree on an hourly rate for different services provided
pay for results
incentive based compensation; achievement of agreed on results
