Midterm 1 Flashcards
Advertising
paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience or coming up with creative solutions to solve marketing problems
Paid
Advertising needs to be paid by someone. The client provides the money necessary to buy the media where the ads will run.
Non-personal
Advertising is not written for a specific person, but rather is written for a large, mass audience
Identified Sponsor
the purpose of the ad– to communicate sponsor information to the consumer so they will purchase the product
Mass media
the mass media, which includes all forms of media, must be used to relay the sponsor’s message to consumers
Persuade or influence
Again, the purpose of the ad, to persuade or influence consumers to do something like purchase the product or to get them to respond in a certain way
Audience
there must be receivers of the message for there to be advertising
Characteristics of a great Ad: Strategy
your game plan– take into consideration the marketing objectives, the target market, the creative concept, and the necessary media
Characteristics of a great Ad: Creative
KEY to great advertising– Greats ads must be new, exciting, attention getting, and interesting
Characteristics of a great Ad: Execution
the devil is in the details, its the small things in the campaign that make all the difference
Characteristics of a great Ad: Media
selecting media that will be viewed by the greatest number of people
Brand Advertising
most visible, like Nike and stuff
Local/Retail Advertising
local advertising for like Smith’s and stuff- the coupons, anything local
Political Advertising
advertising for politicians
Regional Advertising
one or more states- southwest- similar to local, but just on a larger scale
National Advertising
want to advertise on a national level
Direct Response Advertising
encourages the consumer to respond directly to the advertiser- like using a coupon or visiting a website
Business to Business Advertising
when you are pitching to another business to do some thing together
Institutional Advertising
designed to build a businesses’ reputation in the minds of the public
Public Service Advertising
like don’t smoke campaigns
Volney Palmer
1st agency, space broker
NW Ayer
became more audience centered which allowed him to concentrate more on the needs of his clients. still used today
J Walter Thompson
expanded to women’s magazines because women controlled the finances
Bernice Fitz-Gibbon
pioneered retail ad- Macy tagline- it’s smart to be thrifty
Bill Bernbach
creative director DDB
Leo Burnett
Ads had personality- Tony Tiger and shit
David Ogilvy
Brand Image, story telling, power of brands, research
Rosser Reeves
Unique selling point
Jack Trout
Positioning
Mary Lawrence
I Love NY- Copywriter
Marketing
process to find and retain customers to make money
Market
Region and type of buyer
Consumer Market
s
Business to Business Market
s
Institutional Market
s
Reseller Market
s
4 Ps of Marketing Mix
Product, Price, Promotion, Placement
Product
The thing you are selling or the service
Price
the amount the consumer pays for the product or service
Promotion
the communication- the advertising, public relations, and promotions
Place
distribution, getting the product from the manufacturer into the hands of the consumer
Promotional Mix
Advertising, Public Relations, Sales Promotion, Online and Direct Marketing
Public Relations
a strategic communication process that builds mutually beneficial relationships between organizations and their publics
Sales Promotion
the media and non media marketing pressure applied for predetermined, limited period of time at the level of consumer, retailer, or wholesaler in order to stimulate trial, increase consumer demand, or improve product availability
Online and direct Marketing
a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer, with advertising techniques that can include mobile, text messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising
What is an Advertising Agency
a business organization, composed of creative and business people, who develop, repair and place advertisements in advertising media for sellers to find customers for their goods and services
Why hire an agency
advertisers know their business, they provide an objective point of view, they creative professionals, and they have connections
Full service agency
provide five major functions- account management, research, creative, account planning, media planning and buying
Industry focused agency
focus on specific stuff like agriculture or healthcare
Minority Agency
provide specific knowledge and expertise in advertising to minority groups such as Asians, African Americans, etc
Creative Boutiques
concentrate entirely on the development and execution of creative
Media Buying Services
specialize the planning and buying of media for clients
In House agency
owned and operated by the company- disney’s yellow shoes- don’t outsource
Account Management
the liaison between the advertising agency and the client. handle all affairs client
Account Planning
use various research techniques to gain information, knowledge, and insights about the target market so that consumer centered advertising can be produced
Media Planning
translate the marketing objectives into a media plan- make decisions like where to advertise, when to advertise, how long and what media would be best to use
Media Buying
implements the media plan by contacting media outlets and buying time and space to place each ad
Creative Director
Person in charge of all the creative for the campaign
Art Director
responsible for producing the visual elements of the advertising campaign and are skilled at creating advertising for all of the forms of media
Copywriter
produces the words to go with the visual created by the art director
FTC-Federal Trade Commission
monitors advertising to make sure the claims are truthful, that they are not deceptive or unfair, that they are factual, and they there is evidence to back up the claims
Self Regulation
advertising monitors itself and holds advertisers responsible responsible for the claims they make in their advertisements
NAD- National Advertising Division
division of better business bureau that reviews factual claims and truthfulness in national advertising- specifically product performance claims
CARU- Children’s Advertising Review Unit
self regulatory program to promote responsible children’s advertising- not deceptive to children
ERSRP- Electronic retailing self regulation program
enhance consumer confidence in electronic retailing by providing a quick and effective mechanism for resolving inquiries regarding the truthfulness and accuracy of claims in direct response to advertising
OIBAAP-Online interest based advertising accountability program
regulates the use of online behavioral advertising and gives consumers control over whether advertisers can use their information for targeted advertisements
Puffery
a term frequently used to denote the exaggerations reasonably to be expected of a seller as to the degree of quality of his product, the truth or falsity of which cannot be precisely determined
Comparative Advertising
when an advertiser compares their brand to another brand or indirectly in an attempt to show the superiority of their brand, the advertiser is participating in comparative advertising
Endorsements
any advertising message that consumers are likely to believe reflects the opinions, beliefs, findings, or experiences of a party other than the sponsoring advertiser, even if the views expressed by that party are identical to those of the sponsoring advertiser
Sex and Bad Taste
hope that people will have an increased interest in a brand because of the sex appeal but sometimes it just makes you go ew
Stereotyping
generalizations, or assumptions, that people make about the characteristics of all members of a group, based on an image about what people in that group are like
Subliminal Advertising
a signal or message designed to pass below the normal limits of perception
Consumer Behavior
it is the behavior of the consumer or decision maker in the market place of products and services
Consumers
Those who buy and those who use
Target Audience
includes all of the people who can be reached or influenced by the advertisers messages- da whole tree
Target Market
try to appeal to everyone and you won’t appeal to anyone- ogilvy- the individuals who are most likely to buy the product
Market Segmentation
divide the target audience up into pieces of potential buyers
Demographics
gender, age, marital status, religion, education, income, occupation
Psychographics
all the psychological factors that make up a person such as values, attitudes, personal beliefs, hobbies, behaviors
Lifestyle
the way the person lives- social relations, consumption, entertainment, and dress
Buying Behavior
the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding consumer’s behavior in the marketplace when purchasing a product or service
Geographics
where a person lives
Purchase Funnel
- Awareness 2. Consideration 3. Purchase 4. Loyalty 5. Advocacy
Types of Research
Secondary, Primary, Qualitative, and Quantitative
Secondary Research
uses info that has already been gathered form outside sources and is published in books, newspapers, magazines, trade publications, government reports, academic journals, etc.
Primary Research
new research that is conducted to answer specific questions not answered in secondary research
Qualitative
involves the collecting, analyzing, and interpreting of data by observing what people do and say and then providing an in-depth description
Quantitative
explaining phenomena by collecting numerical data that are analyzed using mathematically based methods- how many, how often, what percentage
Mintel, MRI, ProQuest, and EBSCO
online research tools- da suppliers
Why do we research?
to discover insights
Types of Quantitative Research
Library research, internet research, trade associations, secondary research suppliers
Types of Qualitative Research
Focus groups, interviews, friendship groups, pantry studies, Ethnographies, collages, cartoon bubbles
Surveys
obtain information from large groups of people to help make strategic decisions, make questions easy to understand, keep questions short, don’t ask double barreled questions, avoid biased words or terms, avoid double negatives, make things mutually exclusive, bold, italicized, blah blah, include all possible choices
Insights
the capacity to gain an accurate and deep intuitive understanding of a person or thing- explains why
Strategic Planning
the process of determining objectives, deciding on strategies, and implementing tactics
Strategy
how you intend to accomplish the objectives
Consumer Insight
a simple truth that applies to the target market that helps you understand why they buy, why they don’t buy, or some other aspect of the way they behave
Brand Insight
the benefit that the consumer receives from using the brand- what your brand that no other brand has
Features vs. Benefits
features are like literally what it does where as benefits are like the emotional reward. I use the soap to get clean and I get laid
Strategy Statement
where the consumer and brand insight come together
Maslow’s Hierarchy of needs
most important to least 1. physio 2. safety 3. social 4. esteem 5. self actualization
Consumer Advertising
directed to the ultimate consumers of the products
Industrial Advertising
aimed at manufacturers and distributors to advertise products that will help keep their business operating
Professional Advertising
directed at professionals like doctors, professors, engineers, etc. who, in addition to using the products for their businesses, are expected to recommend or prescribe the products to consumers
Print Advertising
appears in newspapers, magazines, journals, handbills, etc- popular with retail and local advertising
Electronic or Broadcast Advertising
appears on radio, television, motion pictures, video, and the internet
Out of Home Advertising
any advertising found outside the home ie billboards, posters, etc
Online advertising
employs the internet to deliver advertising messages to consumers-email marketing, banner and skyscraper ads
Social Media Advertising
uses social media sites such as facebook, twitter, pintrest, and others to communicate advertising messages to consumers
Alternative Media Advertising
all advertising that does not fall under any of the other types of advertising
Digital interactive Agency
fast growing, design websites, establish a social media presence, manage company blogs, service a company’s SEO, etc
objectives
what you want to accomplish or the desired outcome of the advertising
Tactics
the creative elements the advertiser uses to make the strategy come to life
