Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What is advertising

A

A paid, mass mediated attempt to persuade

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

what is an audience

A

group of individuals who MAY receive and interpret messages

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

what is a target audience

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

what is Integrated Brand Promotion

A

the coordination of promotional tools to create widespread brand exposure

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

what are Household consumers

A

most conspicuous; most advertising is directed at them

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Professionals

A

Doctors, lawyers, accountants, teachers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

what is national advertising

A

reaches all areas of one nation

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

regional advertising

A

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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

local advertising

A

directed at an audience in a single trading area

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

co-op advertising

A

sharing of advertising expenses between national advertisers and local merchants

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
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 (7 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions