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Finals Flashcards

1
Q

IMC

A

To create, lead, and manage relationship

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2
Q

Advertising

A

Goal to create action, most visible form of marketing

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3
Q

Marketing

A

Goal is to create exchange

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4
Q

Communication process

A

sender, encoding, channel, receiver, decoding & feedback

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5
Q

budget methods

A

Percentage, authoritarian, Historical, competitive parity

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6
Q

reach

A

gain large audience at same time w/one message

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7
Q

Hierarchy of Needs

A

Self-actualization, esteem, social, safety & security, physiological

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8
Q

lag effect

A

likelihood of info recall w/ repeated exposure overtime

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9
Q

Continuity, pulsing, and flighting

A

media scheduling patterns

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10
Q

dayparts

A

broadcast programming- dividing day into several parts

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11
Q

agency

A

creative professionals handling advertising for other companies

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12
Q

suppliers

A

assists advertiser and agencies

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13
Q

personal selling

A

more intricate the process, greater chance of personal selling

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14
Q

agency structure

A

centralized and decentralized

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15
Q

agency types

A

Full service, in house, local, regional, national, global, consumer, B2B

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16
Q

boutique agency

A

Creative, media buying, digital expertise, etc.

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17
Q

agency compensation

A

15% commission(!!), markup, fees, incentives

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18
Q

media buying

A

agency administrative activity to plan, purchase, place, and evaluate media buys

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19
Q

media buyer

A

person in agency that negotiates and purchases media

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20
Q

Media challenge

A

multiple choices, perishability, creativity, ROI, CPM, relationships

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21
Q

Media negotiations

A

rates not using rate card

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22
Q

Circulation and readership

A

Circulation is the numbers of purchases, readerships number read

23
Q

Rate card

A

menu of options available to purchase magazine ads

24
Q

SAU

A

standard advertising unit - newspaper ads are sold by size

25
Promotional products
items with company name to wear, use, or save
26
branded entertainment
using products AS the entertainment (movies, etc)
27
Direct marketing
communicating directly with customers to generate a response/transaction
28
direct mail
use of US postal service to send info to homes or businesses
29
Banner ads
internet advertising was started with the first Banner Ad for AT&T in '92
30
Content sponsorship process
sponsor provides money in return for name association
31
Interstitials
ads that appears on screen while waiting for the site's content to download
32
search engine optimization (SEO)
improving volume of traffic to a site from search engine through unpaid results
33
Native advertising
Advertisers gain attention with valuable content in context of user's experience
34
tracking
uses cookies, click-throughs and organic digital footprint
35
Objective of Sales Promotion
Induce trial, repurchase, and brand loyalty
36
Premiums
offer an item of merchandise or service either for free or at a low price
37
International marketing
growth opportunities in other countries and ECONOMIES OF SCALE
38
Global marketing
using common marketing plan for all countries
39
Globalization
using the marketing to assist with a plan for all countries including adapted creative
40
Public relations
promotion activities designed to support marketing activities through engagement with public including media, competitors etc
41
Corporate advertising
advertising to enhance a company's image, support a position or social cause
42
divergence
extent to which an ad contains elements that are novel, different, or unusual
43
The Creative Challenge
must transform message into engaging and memorable advertising
44
Young's Model of the Creative Process
Immersion, Digestion, Incubation, Illumination, Verification
45
Wallas Creative Process Model
Preparation, Incubation, Illumination, Verification
46
Creative brief
document that specifies key elements of the creative strategy
47
David Olgivy
The Big Idea
48
Rosser Reaves
Unique Selling Proposition (USP)
49
Volney Palmer
first advertising agency (Arnold palmer- first place golfer)
50
Francis W. Ayer
first full-service advertising agency
51
Graham Wallas
Creative Production model (GW bridge--> creative)
52
David Olgivy
The Big Idea
53
Bill Bernbach
Slice of Life

Final Flash Cards (1 decks)

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