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Marketing 330 > Exam 3 - Chapter 18 > Flashcards

Exam 3 - Chapter 18 Flashcards

1
Q

Advertising

A

paid nonpersonal communication about an organization and its products transmitted to a target audience through mass media

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2
Q

Instiutional Advertising

A

promotes organizational images, ideas, and political issues; can be used to create or maintain an organizational image/more favorable view of org.

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3
Q

Advocacy Advertising

A

ads that promote a company’s position on a public issue; may be used to promotes socially approved behavior

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4
Q

Product Advertising

A

promotes the use, features, and benefits of products

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5
Q

Pioneer Advertising

A

tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product

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6
Q

Competitive Advertising

A

three types; try to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands

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7
Q

Comparative Advertising

A

compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics

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8
Q

Reminder Advertising

A

used to remind consumers about an established brand’s uses, characteristics and benefits

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9
Q

Reinforcement Advertising

A

assures users they chose the right brand and tells them how to get the most satisfaction from it

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10
Q

Advertising Campaign

A

the creation and execution of a series of advertisements to communicate with a particular target audience

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11
Q

AC Step 1

A

Target Audience; Identifying and analyzing the target audience are critical processes as the information yielded helps determine other steps in developing the campaign; The more an advertiser knows about the target audience, the more likely the firm is to develop an effective advertising campaign

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12
Q

AC Step 2

A

Advertising Objectives; guide campaign development and should be defined carefully; should be stated clearly, precisely, and in measurable terms (SMART)

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13
Q

SMART

A

specific, measureable, achievable, relevant, time bound

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14
Q

Advertising Objectives (2 Types)

A

Sales and Communication

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15
Q

Sales

A

increasing dollar sales or unit sales, increasing sales by a percentage or increasing market share

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16
Q

Cummincation

A

increase product or brand awareness, make consumers’ attitudes more favorable, heighten consumers knowledge of product features or create awareness

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17
Q

AC Step 3

A

Advertising platforms; basic issues or selling points to be included in an advertising campaign (what benefits target market hold target market interests); should consist of issues important to customers

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18
Q

AC Step 4

A

Advertising Appropriation; the advertising budget for a specific time period; factors include geographic size of market, distribution of buyers, the type of product, and the firm’s sales volume

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19
Q

Objective-and-task approach

A

budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them (difficulty determining level of effort)

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20
Q

percent-of-sales approach

A

budgeting for an advertising campaign by multiplying the firm’s past and expected sales by a standard percentage

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21
Q

Competition-matching approach

A

determining an advertising budget by trying to match competitors’ advertising outlays-who knows how much they spend

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22
Q

Arbitrary Approach

A

budgeting for an advertising campaign as specified by a high-level executive in the firm

23
Q

AC Step 5

A

Media Plan; specifies the media vehicles to be used and the schedule for running advertisements (companies spend lots of money on this!!); primary goal is to reach the largest number of people in the advertising target the budget will allow; secondary goal to achieve the appropriate message reach and frequency for the target audience while staying in budget

24
Q

Cost Comparison Indicator

A

a means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached

25
Q

Media Scheduling Decisions Affected by:

A

target audience characteristics, product attributes, product seasonality, customer media behavior, and size of the advertising budget

26
Q

Media Schedules: COntinuous

A

advertising runs at a constant level with little variation throughout the campaign period

27
Q

Media Schedules: Flighting

A

advertisements run for set periods of time, alternating with periods in which no ads run

28
Q

Media Schedules: Pulsing

A

Combines continuous and flighting schedule; during the entire campaign, a portion of advertising runs continuously; During specific time periods, additional advertising is used to intensify the level of communication with the target audience

29
Q

AC Step 6

A

Advertising Message; the basic content and form of an advertising message function of: Product features, uses and benefits, The intensity of the advertising, Characteristics of people in the target audience, The advertising campaign’s objectives and platform, Choice of media

30
Q

Copy

A

the verbal portion of advertisements (headlines, subheadlines, body copy, signature)

31
Q

Storyboard

A

is a blueprint that combines copy and visual material to show the sequence of major scenes in a commercial

32
Q

Artwork

A

an advertisement’s illustrations and layout

33
Q

Illustrations

A

photos, drawings, graphs, charts and tables used to spark audience interest in an advertisement

34
Q

Layout

A

the physical arrangement of an advertisement’s illustration and copy

35
Q

AC Step 7

A

executing; requires extensive planning and coordination because

36
Q

AC Step 8

A

Evaluating; a variety of ways to test effectiveness include Measuring achievement of advertising objectives, Assessing effectiveness of copy, illustrations or layouts, Evaluating the effectiveness of certain media

37
Q

Pretest

A

evaluation of ads performed before a campaign begins

38
Q

Consumer Jury

A

a panel of product’s existing or potential buyers who pretest ads

39
Q

Posttest

A

evaluation of advertising effectiveness after the campaign

40
Q

Recognition Test

A

Respondents are shown the actual ad and asked if they recognize it

41
Q

Unaided Recall Test

A

Respondents are asked to identify advertisements they have seen recently but not given recall clues

42
Q

Aided Recall Test

A

Asks respondents to identify recent ads and provides clues to jog their memories

43
Q

Who Develops the AC?

A

individual or few people within firm, ad department, ad agency

44
Q

Public Relations

A

communication efforts used to create and maintain favorable relations between an organization and its stakeholders (internal/external, promote things, focus on enhancing image)

45
Q

Public Relations Tools

A

written materials (like brochures/newsletters), corporate identity materials (like business cards), speeches, event sponsorships, special events

46
Q

Publicity

A

a news story type of communication about an organization and/or its products transmitted through a mass medium at no charge

47
Q

News Release

A

a short piece of copy publicizing an event or product

48
Q

Feature Article

A

a manuscript of up to 3.000 words prepared for a specific publication

49
Q

Captioned Photograph

A

a photo with a brief description of its contents

50
Q

Press Conference

A

a meeting used to announce major news events

51
Q

Public Relation Audit

A

used to assess an organization’s public image or to evaluate the effect of a specific public relations program

52
Q

Communication Audit

A

may include a content analysis of messages, a readability study or a readership survey(how understandable are messages)

53
Q

Social Audit

A

is used when an organization wants to measure the extent to which stakeholders view it as being socially responsible

Marketing 330 (16 decks)

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