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Final Flash Cards > Finals > Flashcards

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
Q

Promotional products

A

items with company name to wear, use, or save

26
Q

branded entertainment

A

using products AS the entertainment (movies, etc)

27
Q

Direct marketing

A

communicating directly with customers to generate a response/transaction

28
Q

direct mail

A

use of US postal service to send info to homes or businesses

29
Q

Banner ads

A

internet advertising was started with the first Banner Ad for AT&T in ‘92

30
Q

Content sponsorship process

A

sponsor provides money in return for name association

31
Q

Interstitials

A

ads that appears on screen while waiting for the site’s content to download

32
Q

search engine optimization (SEO)

A

improving volume of traffic to a site from search engine through unpaid results

33
Q

Native advertising

A

Advertisers gain attention with valuable content in context of user’s experience

34
Q

tracking

A

uses cookies, click-throughs and organic digital footprint

35
Q

Objective of Sales Promotion

A

Induce trial, repurchase, and brand loyalty

36
Q

Premiums

A

offer an item of merchandise or service either for free or at a low price

37
Q

International marketing

A

growth opportunities in other countries and ECONOMIES OF SCALE

38
Q

Global marketing

A

using common marketing plan for all countries

39
Q

Globalization

A

using the marketing to assist with a plan for all countries including adapted creative

40
Q

Public relations

A

promotion activities designed to support marketing activities through engagement with public including media, competitors etc

41
Q

Corporate advertising

A

advertising to enhance a company’s image, support a position or social cause

42
Q

divergence

A

extent to which an ad contains elements that are novel, different, or unusual

43
Q

The Creative Challenge

A

must transform message into engaging and memorable advertising

44
Q

Young’s Model of the Creative Process

A

Immersion, Digestion, Incubation, Illumination, Verification

45
Q

Wallas Creative Process Model

A

Preparation, Incubation, Illumination, Verification

46
Q

Creative brief

A

document that specifies key elements of the creative strategy

47
Q

David Olgivy

A

The Big Idea

48
Q

Rosser Reaves

A

Unique Selling Proposition (USP)

49
Q

Volney Palmer

A

first advertising agency (Arnold palmer- first place golfer)

50
Q

Francis W. Ayer

A

first full-service advertising agency

51
Q

Graham Wallas

A

Creative Production model (GW bridge–> creative)

52
Q

David Olgivy

A

The Big Idea

53
Q

Bill Bernbach

A

Slice of Life

Final Flash Cards (1 decks)

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