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COM-121 Midterm > midterm vocab > Flashcards

midterm vocab Flashcards

1
Q

Brand

A

name, logo, sign, symbol, or design associated with one seller or group of sellers

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2
Q

Marketing

A

The business of selling

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3
Q

Marketing Mix

A

Product, Promotion, Place, Price

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4
Q

Promotion

A

catch all term that includes adv, pr, sales promos, and personal selling

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5
Q

Integrated Marketing Communications

A

IDea of coordinating every piece of communication a brand puts out

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6
Q

Unique Selling Proposition

A

What makes a company different from its competitors

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7
Q

Puffery

A

grey areas of advertising

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8
Q

Greenwashing

A

stating a product is good for the environment when it isn’t

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9
Q

First step of ad development

A

problem definition

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10
Q

Second step of ad development

A

research

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11
Q

third step of ad development

A

objective and strategy development

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12
Q

fourth step of ad development

A

communications brief

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13
Q

fifth step

A

media planning/buying

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14
Q

sixth step

A

creative development

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15
Q

seventh step

A

production

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16
Q

eighth step

A

testing

17
Q

ninth step

A

running the ads and evaluation

18
Q

Positioning

A

process of creating differentiaion

19
Q

Gap analysis

A

matrix where key emotional and/or rational shopping criteria in the category is placed on an x and y axis

20
Q

Positioning statement

A

For (target audience), (brand name) is the (frame of reference) that (benefit)

21
Q

Brief format

A

Objective, target audience, proposition, support, tonality, moments of receptivity

22
Q

Consumer journey

A

awareness, considereation, trial, loyalty

23
Q

Reach

A

% of population thats seen your ad

24
Q

Frequency

A

of times audience has an opportunity to see the ad

25
Q

impressions

A

of times an ad has been seen

26
Q

recency theory

A

when an ad is seen as more important than the ad just being seen

27
Q

ratings

A

reach of a tv show

28
Q

Gross rating points

A

reach x frequency

29
Q

cost per thousand

A

measure of efficiency

30
Q

programmatic media buying

A

demand side platform and supply side platform

COM-121 Midterm (2 decks)

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