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Advertising and Promotion > Exam 1 study guide > Flashcards

Exam 1 study guide Flashcards

1
Q

Who is the Client/Sponsor

A

The company or organization who pays for advertising

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2
Q

What is advertising

A

A paid, mass mediated attempt to persuade

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3
Q

What is the difference between an advertisement and an advertising campaign

A

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

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4
Q

What happens in the model of mass mediated communication

A

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

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5
Q

what is an audience

A

group of individuals who MAY receive and interpret messages

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6
Q

what is a target audience

A

a particular group of consumers singled out for an advertisement or IBP Campaign

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7
Q

what is Integrated Brand Promotion

A

the coordination of promotional tools to create widespread brand exposure

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8
Q

What are the 5 types of audience categories

A

Household consumers
members of business organizations
members of a trade channel
professionals
government officials and employees

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9
Q

what are Household consumers

A

most conspicuous; most advertising is directed at them

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10
Q

what are members of business organizations

A

focus of advertising for firms that produce business and industrial goods and services (office equipment, production machinery)

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11
Q

what are members of a trade channel

A

retailers, wholesalers, and distributors targeted by producers of both household and business goods and services

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12
Q

Professionals

A

Doctors, lawyers, accountants, teachers

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13
Q

government officials and employees

A

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

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14
Q

What is Global advertising

A

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

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15
Q

what is international advertising

A

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

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16
Q

what is national advertising

A

reaches all areas of one nation

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17
Q

regional advertising

A

carried out by producers , wholesalers. distributors, and retailers that concentrate their efforts in a particular geographic region

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18
Q

local advertising

A

directed at an audience in a single trading area

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19
Q

co-op advertising

A

sharing of advertising expenses between national advertisers and local merchants

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20
Q

what is a brand

A

name, term, or symbol that identifies one seller’s good or service as distinct from those of other seller’s

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21
Q

Brand loyalty

A

a decision making mode in which consumers repeatedly buy the same brand of a product as their choice to fulfill a specific need

22
Q

brand equity

A

developed by a firm that creates and maintains positive associations with the brand in the mind of the consumer

23
Q

what is the difference between internal and external positioning

A

INTERNAL: the niche a brand achieves with regard to other similar brands (ben and jerrys)
external: the competitive niche a brand pursues

24
Q

What is the difference between primary and selective demand stimulation

A

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

25
Q

what is the difference between direct response and delayed response advertising

A

Direct: receiver of the message acts immediately
delayed: relies on imagery and message themes to emphasize the benefits

26
Q

what is the difference between corporate and brand advertising

A

corporate: intended to establish favorable attitude toward a company as a whole (Apple)
brand: communicated specific features, values and benefits of a brand

27
Q

what is value

A

a perception by consumers that a product or service provides satisfaction beyond the cost incurred to acquire it

28
Q

advertisers

A

business, not for profit, or government organization that uses advertising and other promotional techniques to communicate with target markets
(Procter and Gamble, PepsiCo)

29
Q

Trade resellers

A

organizations in the marketing channel of distribution that buy products to resell to customers

30
Q

What is an advertising agency

A

an organization of professionals who provide creative and business services to clients

31
Q

Full service agency

A

typically includes an array of advertising professionals to meet all the needs of a client

32
Q

creative boutiques

A

emphasizes copywriting and artistic services to its clients (infuses greater creativity to the message)

33
Q

Interactive agency

A

focuses on using online, mobile, and social media for direct marketing and target market communications for clients

34
Q

in house agency

A

Advertising department within a firm

35
Q

media specialists

A

orgs that specialize in buying media time and space and offer media strategy consulting to advertising

36
Q

promotion agencies

A

specialized agencies that handle promotional efforts

37
Q

direct marketing agencies

A

agency that maintains large databases (mail or telemarketing)

38
Q

sales promotion

A

aimed at consumers that focuses on price-off deals, coupons, sampling, rebates, and premiums (trade shows, contests)

39
Q

fulfillment centers

A

support to marketing agencies; follow up on the delivery of their direct mail

40
Q

event planning agency

A

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)

41
Q

designers

A

specialist intimately involved with the execution of creative ideas and efforts
(print, in store display, web graphics)

42
Q

public relations firm

A

manage an orgs relationship with the media, local community, competitors; press releases, feature stories, lobbying, spokesperson’s, company newsletters

43
Q

Account planners

A

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

44
Q

Account services

A

identifies the benefits a clients brand offers its target audiences and the best competitive positioning, and the develops a promotional plan

45
Q

production services

A

a team that takes creative ideas and turns them into advertisements , direct mail pieces, or event materials

45
Q

creative services

A

develops the message that will be delivered through advertising, sales promotion, direct marketing in memorable ways

46
Q

media planning and buying services

A

services related to media planning or buying that are provided by advertising agencies or specialized media-buying organizations

47
Q

commission system

A

based on amount of money the advertiser spends on the media (15% retained; 16% for outdoor media)

48
Q

markup charge

A

adding a percentage charge to a variety of services the agency purchases from outside suppliers (17.65-20%)

49
Q

fee system

A

advertiser and agency agree on an hourly rate for different services provided

50
Q

pay for results

A

incentive based compensation; achievement of agreed on results

Advertising and Promotion (8 decks)

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