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Advertising > Test 1 > Flashcards

Test 1 Flashcards

0
Q

First printed outdoor signs- the forerunner of modern outdoor advertising

A

Hoarding

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1
Q

A system of trade and marketing through specializes intermediaries rather than direct exchange if goods between buyers and producers

A

Centralized exchange

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2
Q

The period from prehistoric times to the 18th cent. During this time, buyers and seller communicated in very primitive ways.

A

Pre-marketing era

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3
Q

The period from the 1700s to the early decades of the 20th cent, in which advertisers were able to reach large segments of the pop through mass media

A

Mass communication era

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4
Q

In recent years, advertisers increasingly have been able to identify narrowly defined audience segments through sophisticated research methods

A

Research era

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5
Q

Communication will increasingly be controlled by consumers who will determine when and where they can be reached with promotional messages

A

Interactive era

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6
Q

Market research that attempts to determine the underlying nature of purchase behavior

A

Behavioral research

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7
Q

Siquis

A

Handwritten posters in 16th-17th cent England- forerunners of modern adv

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8
Q

Penny press

A

Forerunner of the mass newspaper in the US. 1st appeared in 1830s

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9
Q

Mass prod

A

A manufacturing technique using specialization and interchangeable parts to science production efficiencies

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10
Q

American association of advertising agencies

A

The national organization of advertising agencies

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11
Q

Pure food and drug act

A

Passed in 1906 by legislation, it was one of the earliest attempts by the federal government to protect consumers

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12
Q

federal trade commission

A

The agency of the federal government empowered to prevent unfair competition and to prevent fraudulent, misleading, or deceptive adv in interstate commerce

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13
Q

Council of better business bureaus

A

Coordinated a number of local and national interstices to protect consumers

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14
Q

Printers’ Ink model statute

A

The act at fraudulent advertising, prepared and sponsored by printers’ ink, which was the pioneer adv mag

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15
Q

Audit bureau of circulations

A

Organization sponsored by publishers, agencies, and adv for securing accurate circulation statements

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16
Q

War adv council

A

Founded in1942 to promote WWII mobilization, later evolved into the adv council

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17
Q

Adv council

A

Nonprofit network of agencies, media, and advertisers dedicated to promoting social programs through advertising

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18
Q

Audience fragmentation

A

The segmentation of mass-media audiences into smaller groups because of diversity of media outlets

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19
Q

Permission marketing

A

Asking consumers for permission to opt in before sending them advertising and other forms of marketing communication

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20
Q

Convergence

A

The blending of various facets of marketing functions and communication technology to create more efficient and expanded synergies

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21
Q

Return-on-investment (ROI)

A

One measure of the efficiency of a company is the rate of return (profits) achieved by a certain level of investment on various business functions including advertising

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22
Q

Marketing mix

A

Combination of marketing functions, including advertising, used to sell a product

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23
Q

Sales promotion

A

1) sales activities that supplement both personal selling and marketing, coordinate the two, and help to make them effective 2) the combination of personal selling, adv, and all the supplementary selling activities

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24
Q

PR

A

Communication with various internal and external publics to create an image for a product or corporation

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25
Q

Advertising

A

A message paid for by an identifies sponsor and usually delivered through some medium of mass comm

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26
Q

Integrated marketing communication

IMC

A

The joint planning, execution, and coordination of all areas of marketing communication

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27
Q

Dist channel

A

The various intermediaries such as retailers, that control the flow of goods from manufacturers to consumers

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28
Q

Brand name

A

The written or spoken part I a trademark, in contrast to the pictorial mark; a trademark word

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29
Q

Brand extension

A

These are new product intros unders an existing brand to take advantage of existing brand equity

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30
Q

Com joint analysis

A

A research technique designed to determine what consumers perceive as a product’s most important benefits

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31
Q

Product life cycle

A

The profess of a brand moving from introduction to maturity and eventually to adaptation or demise

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32
Q

Product differentiation

A

Unique product attributes that set one brand from another

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33
Q

Value gap

A

The perceived difference between the price of a product and the value ascribed to it by consumers

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34
Q

Yield management

A

A product pricing strategy to control supply and demand

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35
Q

National advertising

A

Advertising by a marketer of a trademarked product or service sold through different outlets, in contrast to local advertising

36
Q

Retail advertising

A

Advertising by a merchant who sells directly to the consumer

37
Q

End-product adv

A

Building consumer demand by promotions ingredients in a product, like Teflon and nutrasweet

38
Q

Direct-response adv

A

Any dorm of adv done in direct marketing. Uses all types of media.

39
Q

Trade adv

A

Adv directed to the wholesale or retail merchants or sales agencies through whom the product is sold

40
Q

Industrial advertising

A

Advertising addressed to manufacturers who buy machinery, equipment, raw materials, and the components needed to product the goods they sell

41
Q

Professional adv

A

Adv directed at those in prepress ions such as medicine, law, or architecture who are in need a position to recommend the use of a particular product or service to their clients

42
Q

Institutional advertising

A

Adv done by an organization speaking of it’s work views. And problems as a whole, to gain public goodwill and support rather than to sell a specific product. AKA PR adv

43
Q

Idea adv

A

Adv used to promote an idea or cause rather than to sell a product or service

44
Q

Service advertising

A

Adv that promotes a service rather than a product

45
Q

Brand

A

A name term sign design or unifying combo of them intended to identify and distinguish the product or service from competing products or services

46
Q

Brand equity

A

The value of how such people as consumers distributors and salesppl think and feel about a brand relative to its competition over a period of time

47
Q

Market

A

A group of people who can be identified by some common characteristic, interest, or problem; use a certain product to advantage; afford to buy it; and can be reached through some medium

48
Q

Pioneering stage

A

Until people appreciate the fact that they need it

Introduces an idea that makes the precious conceptions appear antiquated

49
Q

Competitive stage

A

General usefulness is recognized but it’s superiority over similar brands has to be established in order to gain preference

50
Q

Retentive stage

A

3rd stage, reached when it’s general usefulness is widely known, its individual qualities are thoroughly appreciated, and it is satisfied to retain its patronage merely on the strength of its past rep

51
Q

Integrated marketing communications

A

Used all of the marketing tools working from a single strategy

52
Q

BAV

A

Diagnostic tool for determining how a brand is performing relative to other brands
4 steps: brand equity audit analysis, strategic options and recommendations, brand equity research, and the creative brief

53
Q

Avrett, free & Ginsberg AFG and 7 step planning for strategic advertising

A 
Uses the discipline of account planning at each stage of developing a campaign
Brand/ marketing status
Brand mission
Strategic development 
Strategy
Creative exploration
Brand valuation
Brand vision
54
Q

Target marketing inch

A

Identifying and communicating with groups of prime prospects

55
Q

Marketing concept

A

A management orientation that Jews the needs of consumers as primary to the success of a firm

56
Q

Market segmentation

A

The division of an entire market of consumers into groups whose similarity makes them a market for products see in their special needs

57
Q

Situational analysis

A

The part I the advertising plan that answers the questions: where are we today and how did we get here? Past and present
Analysis of strengths weaknesses opportunities and threats SWOT

58
Q

Product-user segmentation

A

Identifying consumers by the amount of product usage

59
Q

Brand loyalty

A

A consumer’s preference for and commitment to a specific brand

60
Q

Lifestyle segmentation

A

Identifying consumers by combining several demographics and lifestyles

61
Q

Value and lifestyle system VALS

A

Developed by SRI International to fluster consumers according to several variables in order to predict consumer behavior

62
Q

Niche marketing

A

Combo of product and target market strategy
Flanking strategy that focuses on niches or comparatively narrow windows of opportunity within a broad product market or industry. It’s guiding principle is to put your strength against their weakness

63
Q

Positioning

A

Segmenting a market by creating a product to meet the needs or a select group or by using a distinctive adv appeal to meet the needs of a specialized group, without making changes in the physical product

64
Q

Market profile

A

A demographic psychographic description of the people or the households of a product’s market. It may also include economic and retailing info about a territory

65
Q

Psychographics

A

A description of a market based on factors such as attitudes opinions interests perceptions personalities and lifestyles of consumers comprising that market

66
Q

Target audience

A

That group that composes the present and potential prospects for a product or service

67
Q

Full service agency

A

An bench that handles planning creation production and placement of adv for adv clients. It nah also handle sales promotion and other related services as need by the client

68
Q

In-house agency

A

An arrangement whereby the advertiser handles the total agency function by buying individually, on a fee basis, the needed services under the direction if an assigned advertising director

69
Q

Barter

A

Acquisition of broadcast time by an advertiser or an agency in exchange for operating capital or merchandise; no cash involved

70
Q

Media/communication planner

A

Person responsible for the overall strategy of the media plan

71
Q

Media buying

A

Those who execute and monitor the media schedule developed by media planners

72
Q

Convergence

A

Te blending of various facets of marketing functions and communication technology to create more efficient and expanded synergies

73
Q

Engagement

A

The delivery of attentive consumers from a media vehicle to the advertising

74
Q

Media plan

A

The complete analysis and execution of the media component of a campaign

75
Q

Cost per thousand

A

A method of comparing the cost for media of diff circulations
CPM=ad cost x 1000/ circulation

76
Q

Potential Rating Index by ZIP Market PRIZM

A

A method of audience segmentation developed by Nielsen claritas inc.
Divides pop into 14 social groups then 66 categories

77
Q

Value-added opportunities

A

Extra things a medium will do for or produced to an advertiser that adds value to the purchase of time or space in the medium

78
Q

Frequency

A

Number of times that each person in the audience is exposed to the media schedule

79
Q

Media schedule

A

The detailed plan or calendar showing when advertisements and commercials will be distributed and in what media vehicles they will appear

80
Q

Flighting

A

Flight is the length of time a broadcaster’s campaign runs

Inactivity and activity

81
Q

Outdoor advertising association of America OAAA

A

Primary trade and lobbying organization for the outdoor industry

82
Q

Traffic audit bureau for media measurement TAB

A

An organization designed to investigate how many people pass and may see a given outdoor sign, to est. a method of evaluating traffic measuring a market

83
Q

Highway beautification act of 1965

A

Fed law that controls outdoor signs in noncommercial, nonindustrial areas

84
Q

Exclusionary zones

A

Industry code of conduct that prohibits advertising within 500 ft of churches schools or hospitals of any products that cannot be used legally by children

85
Q

Plant

A

The local company that arranged to lease erect and maintain. The outdoor sign and to sell the adv space on it

86
Q

Illuminated posters

A

70-80% of all outdoor posters are illuminated for 24 hour exposure

87
Q

Eight sheet poster

A

Outdoor poster used I. Urban areas about 1/4 the size of the size of the standard 30 sheet

88
Q

Rotary bulletin

A

Moveable painted bulletins that are moved from one fixed location to another in the market at regular intervals. Locations are approved in advance by the advertiser

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