midterm vocab Flashcards
Brand
name, logo, sign, symbol, or design associated with one seller or group of sellers
Marketing
The business of selling
Marketing Mix
Product, Promotion, Place, Price
Promotion
catch all term that includes adv, pr, sales promos, and personal selling
Integrated Marketing Communications
IDea of coordinating every piece of communication a brand puts out
Unique Selling Proposition
What makes a company different from its competitors
Puffery
grey areas of advertising
Greenwashing
stating a product is good for the environment when it isn’t
First step of ad development
problem definition
Second step of ad development
research
third step of ad development
objective and strategy development
fourth step of ad development
communications brief
fifth step
media planning/buying
sixth step
creative development
seventh step
production
eighth step
testing
ninth step
running the ads and evaluation
Positioning
process of creating differentiaion
Gap analysis
matrix where key emotional and/or rational shopping criteria in the category is placed on an x and y axis
Positioning statement
For (target audience), (brand name) is the (frame of reference) that (benefit)
Brief format
Objective, target audience, proposition, support, tonality, moments of receptivity
Consumer journey
awareness, considereation, trial, loyalty
Reach
% of population thats seen your ad
Frequency
of times audience has an opportunity to see the ad
impressions
of times an ad has been seen
recency theory
when an ad is seen as more important than the ad just being seen
ratings
reach of a tv show
Gross rating points
reach x frequency
cost per thousand
measure of efficiency
programmatic media buying
demand side platform and supply side platform
