FINAL Flashcards
Determining what the advertising message will say or communicate
Creative Strategy
Determining how the message strategy will be executed
Creative tactics
Young’s Creative Process
- Immersion
- Digestion
- Incubation
- Illumination
- Verification
Wallas’ Creative Process Model
- Preparation
- Incubation
- Verification
- Illumination
Messages generally presented in a warm, emotional way; focuses on consumer benefits with an emphasis on the dramatic element
Inherent drama
Establish a particular place in the customer’s mind for the product or service
Positioning
A series of decisions involving the delivery of messages to audiences
Media planning
Goals to be attained by the media strategy and program
Media objectives
Decisions on how the media objectives can be attained
Media strategy
General categories of delivery systems, including broadcast and print media
Medium
The specific carrier within a medium category
Media vehicle
Number of different audience members exposed at least once in a time period
Reach
The potential of audience that might receive the message through the vehicle
Coverage
Number of times the receiver is exposed to the media vehicle in a time period
Frequency
What are the steps to developing a media plan?
- Analyze the market
- Establish media objectives
- Develop/implement media strategy
- Evaluate performance
Gross ratings points (GRPs)
GRP = Reach x Frequency
The number of people in the primary target audience the media buy will reach
Target ratings points (TRPs)
An interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location
Direct marketing
What are the objectives of database marketing?
- Improve selection of market segments
- Stimulate repeat purchases
- Cross-selling other products
- Customer relationship management
Direct selling of goods and services through the Internet; may be primary of secondary objective
E-commerce
The entire set of techniques and strategies used to direct visitors from search engines to marketing web sites
Search engine marketing
Text-only ads targeted to keyword search results on search engines
Paid placement
Targeting online ads to consumers based on their Web searching behavior
Behavioral targeting
Text ads targeted to the content of web pages using programs such as Google AdSense and Yahoo Search Content
Contextually targeted ads
Online technologies and practices that people use to share content, opinions, insights, experiences, perspectives and media themselves
Internet social media
A direct inducement that offers and extra value or incentive for the product to the sales force, distributors, or ultimate consumer with the primary objective of creating an immediate sale
Sales promotion
The oldest and most widely used ales promotion tool
Couponing
An offer of an item, merchandise, or service, free or at a low cost, that is an extra incentive for customers
Premiums
Promotion where winners are determined purely by chance
Sweepstakes
Consumers compete for prizes or money on the basis of skills or ability
Contest
A management function which evaluates public attitudes and identifies the policies and procedures of an organization with the public interest and executes a program of action (& communication) to earn public understanding and acceptance
Public relations
The generation of news about a person, product, or service that appears in the media
Publicity
Propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor
Advocacy advertising
A form of marketing whereby companies link with charities or nonprofit organizations as contributing sponsors
Cause related marketing
A laboratory method that includes test and control ads
Portfolio tests
Based on syllables per 100 words
Readability tests
Sent to random sample homes
Dummy advertising vehicles
