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Advertising > Final Exam > Flashcards

Final Exam Flashcards

1
Q

IMC

A
  • integrated marketing communications
  • involves coordinating the various promotional elements and other marketing activities that communicate with a firm’s customers
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2
Q

IMC plan

A
  • developing, implementing, and controlling an organizations IMC plan
  • provides clarity, consistency, and maximum communications impact
  • ensures all marketing and promotional provides image
  • look and feel of a brand
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3
Q

Promotional mix

A

tools that accomplish an organizations communication objectives

  • advertising
  • direct marketing
  • digital/internet marketing
  • sales promotion
  • publicity/public relations
  • personal selling
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4
Q

Advertising

A

-any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor

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5
Q

Advertising benefits

A
  • most cost effective way to reach large numbers of consumers
  • builds brand equity by influencing consumers perception
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6
Q

National advertising

A

done on a nationwide basis or in most regions

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7
Q

Retail/local advertising

A

advertising to consumer markets

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8
Q

primary-demand advertising

A

stimulates demand for the general product class or industry

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9
Q

selective-demand advertising

A

creates demand for a specific company’s brand

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10
Q

business-to-business advertising

A

targets individuals who buy or influence the purchase of industrial goods or services for their companies

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11
Q

professional advertising

A

targets professionals, encouraging them to use a company’s product in their business

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12
Q

trade advertising

A

targets marketing channel members, encouraging them to stock, promote, and resell the manufacturers branded products to their costumers

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13
Q

Four P’s

A
  • product
  • price
  • promotion
  • place
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14
Q

Marketing

A

activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for:
-customers, clients, partners, and society at large

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15
Q

exchange

A

involves parties with:

  • something of value to one another
  • desire and ability to give up something to the other party
  • way to communicate with each other
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16
Q

Value

A

the customers perception of all the benefits of a product or service

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17
Q

Brand equity

A

intangible asset of added value or goodwill that results from the favorable image, impressions of differentiation, and/or the strength of consumer attachment of a company name, brand name, or trademark

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18
Q

competitive advantage

A

attributes that give a firm an edge over competitors

  • better quality products
  • superior customer service
  • low production costs and lower prices
  • dominating channels of distribution
  • advertising
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19
Q

market segmentation

A

-dividing a market into distinct groups with common needs, who respond similarly to a marketing situation

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20
Q

geographic segmentation

A

markets are divided into different geographic units

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21
Q

psychographic segmentation

A

dividing the market on the basis of personality, lifecycles, and/or lifestyles

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22
Q

demographic segmentation

A

dividing the market on the basis of age, gender, family size, social class, education, income

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23
Q

positioning

A

fitting a product or service to one or more segments of the market to make it unique within the marketplace

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24
Q

positioning by product attributes and benefits

A
  • sets the brand apart from from competitors on the basis of specific characteristics or benefits offered
  • important to consumers and are the basis for making a purchase decision
  • positions the product by comparing the benefit it offers versus the competition
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25
Q

repositioning

A

altering a products or brands positioning due to declining sales

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26
Q

positioning strategies

A

positioning by

  • price/quality
  • use or application
  • cultural symbols
  • product class
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27
Q

product class

A

rather than positioning against another brand, position oneself against another product category

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28
Q

consumer decision-making process stages

A
  • problem recognition
  • information search
  • alternative evaluation
  • purchase decision
  • postpurchase evaluation
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29
Q

problem recognition

A
  • consumer perceives a need and gets motivated to solve the problem
  • caused by a difference between consumer’s ideal state and actual state
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30
Q

sources/cause of the problem

A
  • out of stock
  • dissatisfaction
  • new products, related products, or purchases
  • marketer induced problem recognition
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31
Q

internal information search

A

the process by which a consumer acquires information by accessing past experiences or knowledge stored in memory

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32
Q

external information search

A

seeking information from external sources

  • internet, personal, and public sources
  • marketer controlled sources
  • personal experience
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33
Q

communication process

A

success depends on such factors as the nature of the message, the audiences interpretation of it, and the environment in which it is received

  • source/sender
  • encoding
  • channel
  • message
  • decoding
  • receiver
  • reponse
  • noise
  • feedback
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34
Q

encoding

A

putting thoughts, ideas or information in a symbolic form

  • verbal
  • graphic
  • musical
  • animation
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35
Q

decoding

A

transforming the sender’s message into thought

-heavily influenced by the receiver’s field of experience

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36
Q

message

A

contains the information or meaning the source hopes to convey

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37
Q

channel

A

facilities communication between sender and receiver

-nonpersonal channel or mass media

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38
Q

3 ways to measure success

A
  1. grow sale volume
  2. grow profit/RDI
  3. grow market share
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39
Q

sales oriented

A
  • aim to increase sales
  • required to produce quantifiable results
  • based on the achievement of sales results
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40
Q

marketing objectives

A

-goals to be accomplished by an organization’s overall marketing program such as sales, market share, or profitability

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41
Q

communication objectives

A
  • provide relevant information
  • create favorable predispositions toward the brand problems
  • translating sales goals into communication objectives
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42
Q

characteristics of communication objectives

A
  • present concrete and measurable tasks
  • well defined target audience
  • take into consideration the benchmark and the degree of change sought
  • specify the time period in which the goals must be accomplished
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43
Q

creative strategy

A

determines what the advertising message will say or communicate

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44
Q

advertising creativity

A
  • ability to generate fresh, unique, and appropriate ideas that can be used as solutions to communication problems
  • designs to break through the color
  • and used to communicate “favorable impressions” to the marketplace
45
Q

advertising campaign

A

-a set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a specified time period

46
Q

major selling idea

A

the basis for the central theme or message idea in an advertising campaign, strongest singular thing a company can say about its product or service

  • using a unique selling proposition
  • creating a brand image
  • finding the inherent drama
  • positioning
47
Q

advertising appeal

A

approach used to attract consumers attention and/or influence their feelings toward the product, service, or cause

48
Q

creative execution style

A

manner in which a particular appeal/style is turned into an advertising message

49
Q

Rational appeal

A

focus on the consumer’s practical, functional, or utilitarian need for the product or service
emphasize:
-features of a product or service and/or the benefits
-reasons for owning or using a particular brand
-feature appeal- focus on dominate traits

50
Q

types of rational appeal

A
  • competitive advantage appeal
  • feature appeal
  • favorable price appeal
  • news appeal
  • product/service popularity appeal
51
Q

emotional appeal

A
  • relate to the customer’s social and psychological needs for purchasing a product or service
  • create favorable effect on consumers evaluations of a brand
52
Q

advantages of emotional appeal

A
  • more effective
  • work well during economic downturns
  • influence consumers interpretations of product usage experience
53
Q

parts of a print ad

A
  • headline
  • subheads
  • body copy
  • visual elements
  • layout
54
Q

layout

A
  • the physical arrangement of the various parts of the ad, including the headline, subheads, body copy, illustrations, and any identifying marks
  • shows where each part of the ad will be placed and gives guidelines
55
Q

slice of life

A
  • based on a problem/solution approach

- focuses on the consequences and the results

56
Q

testimonial

A

-messages are presented by a person who elaborates on his or her personal experience with it

57
Q

demonstration

A

-illustrates the key advantages of the product by showing its actual use

58
Q

dramatization

A

-focuses on telling a short story with the product or service as the star

59
Q

humor

A

-used to present other advertising appeals

60
Q

combinations

A

-using various execution techniques

61
Q

imagery

A
  • consists of visual elements or imagery rather than information
  • associate brand with symbols, characteristics, or situation
62
Q

scientific/technical evidence

A

-advertisers cite technical/scientific information to support their claims

63
Q

comparison

A
  • shows a brand’s particular advantage over its rivals

- helps in positioning a new or less known brand with industry leaders

64
Q

animation

A

uses animated scenes

65
Q

personality symbols

A

developing a central character that can deliver the advertising message

66
Q

straight-sell

A

relies on straight forward presentation of information

67
Q

frequency

A

number of times the target audience is exposed to the media vehicle in a given time period

68
Q

reach

A

the number of potential target audiences exposed to a media vehicle in a given period of time

69
Q

continuity

A

pattern of advertising…everyday, week, or month

-food products, laundry detergent

70
Q

flighting

A

intermediate periods of advertising

-seasonal, holiday periods, travel

71
Q

pulsing

A

combination of continuity and flighting advertising but more heavier during key peak selling period

72
Q

media plan

A
  • guides the media selection
  • aims to find a combination of media to communicate a message
  • series of decisions involved in delivering the promotional message to the purchasers/users of the product/brand
73
Q

developing a media plan

A
  • market analysis
  • establishment of media objectives
  • media strategy development and implementation
  • evaluation and follow up
74
Q

media objectives

A

to develop a framework…

  • that will deliver the message to the target audience
  • in the most efficient and cost effective manner
75
Q

media strategies

A

plan of action designed to attain the media objectives

76
Q

sweep period

A

times of year used for measuring TV audiences and setting advertising rates

77
Q

MRI

A

MRI= mediamark research

  • provides information on consumers product/category uses
  • broken down into types of usage: light, medium, heavy
78
Q

alternative media

A
  • a term commonly used in advertising to describe support media
  • used to deliver communications and promote products and services
79
Q

in store media

A
  • closest to decision making process

- 2/3 make their decision while shopping

80
Q

product placement

A

agreement by a company to pay a fee to have its product featured in a movie or TV programs

81
Q

promotional products

A

the advertising or promotional medium or method that uses promotional products such as ad specialties, premiums, business gifts, awards, prizes, or commemoratives

82
Q

direct marketing defined

A
  • a system of marketing by which organizations communicate directly with target customers to generate a response or transaction
  • interactive system of marketing
  • uses one or more advertising media to effect a measurable response/transaction
83
Q

direct marketing objectives

A
  • to seek a behavioral response
  • to maintain customer satisfaction
  • to inform and/or educate consumers in an attempt to lead to future actions
84
Q

direct-response media

A
  • tools by which direct marketers implement the communication process
  • valuable tool in the IMC process
  • generate immediate response
  • create a direct channel of distribution
  • objectives are different from other IMC programs
85
Q

one step approach

A

medium is used directly to obtain an order and immediate sales

86
Q

two step approach

A

uses more than one medium

  • first effort: screens potential buyer
  • second effect: generates the response and close the deal
87
Q

maling list

A

constitutes the database from which names are generated, and the ability to segment markets and, of course the offer

88
Q

promotional tools use to support DM

A
  • advertising
  • public relations
  • personal selling
  • sales promotion
  • support media
89
Q

evaluating the effectiveness

A

cost per order (CPO): evaluates the relative effectiveness of an ad based on the number of calls generated

90
Q

sales promotion

A
  • as consumers get closer to the decision making process sales promotions become more important to the overall IMC program
  • gives consumers a short-term incentive to purchase a product
91
Q

sales promotion advantages

A
  • can provide an inducement to marketing intermediates such as wholesalers and retailers
  • essentially an acceleration tool designed to speed up the selling process and maximize sales volume
  • can be targeted to different parties in the marketing channel
92
Q

sales promotion disadvantages

A
  • many SP tactics are not “effective brand building tools”
  • can result in “less” positive attitudes toward the product
  • can have lower effect on profitability
  • marketing managers become oriented to short term goals
93
Q

sampling

A

involves a variety of procedures whereby consumers are given some quantity of a product for no charge to induce trial

  • most effective way to generate trial
  • most expensive
  • sure method of putting a product directly into the hands of the consumer
  • no consumer financial risk
  • generate goodwill
94
Q

sampling is best when…

A
  • used to generate trial of a new product or improved product
  • encourage new use for an established brand
95
Q

premium

A
  • offer of an item either free or at a low price that is an extra incentive to the consumer
  • types: free small gifts or merchandise
  • reinforces the brand message
  • effective way to target specific group of consumers or competitive brand
96
Q

contest

A
  • demonstrate some sort of “skill”

- most people will enter only a few times

97
Q

coupons

A

by far the most popular and relied upon form of consumer sales promotion

98
Q

frequency (loyalty) program

A
  • designed to create and reward brand loyalty among consumers who might “switch” to another brand
  • cash rewards now the fastest growing form of consumer promotions
99
Q

bonus packs

A
  • rewards
  • takes them out of the market for a longer period of time
  • effective against new competitors launch
100
Q

role of PR

A
  • traditional role: maintain mutually beneficial relationships between the organization and its publics
  • new role: work together with the marketing department more broader, contribute to the IMC process in a way that is consistent with marketing goals
101
Q

PR advantages

A
  • credibility
  • cost
  • avoidance of clutter
  • lead generation
  • ability to reach specific groups
  • image building
102
Q

tools for PR

A
  • interviews
  • exclusives
  • internet
103
Q

corporate advertising

A

designed to promote the overall firm rather than a specific product by:

  • enhancing the company image
  • assuming a position on a social cause
  • seeking direct involvement in something
  • helps to identify the company mission and vision
104
Q

types of corporate advertising

A
  • image advertising: general image, sponsorship, recruiting
  • event sponsorship
  • advocacy advertising
  • cause related marketing
105
Q

press release

A

one of the most important publics

  • the source of a press release can improve the likelihood that the “news” will be disseminated by:
  • ensuring that it reaches the right target audience making it interesting
  • easy to pass along
106
Q

measuring PR effectiveness

A
  • it tells management what has been achieved through pubic relations activities
  • it provides management with a way to measure public relations achievements quantitively
  • it gives management a way to judge the quality of public relations achievements and activities
107
Q

measuring advertising effectiveness

A 
reasons to measure:
-avoid costly mistakes
-evaluate alternative strategies 
-increased IMC efficiency 
-determine if objectives are achieved 
reasons not to measure:
-costs involved
-research problems 
-disagreement on what to test
-lack of time
108
Q

concept testing

A
  • earliest stage

- explores consumers responses to various ad concepts as expressed in words, pictures, or symbols

109
Q

concept testing techniques used

A
  • mall intercepts
  • in dept interviews
  • questionnaires
  • focus groups

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