Test 1 Flashcards
First printed outdoor signs- the forerunner of modern outdoor advertising
Hoarding
A system of trade and marketing through specializes intermediaries rather than direct exchange if goods between buyers and producers
Centralized exchange
The period from prehistoric times to the 18th cent. During this time, buyers and seller communicated in very primitive ways.
Pre-marketing era
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
Mass communication era
In recent years, advertisers increasingly have been able to identify narrowly defined audience segments through sophisticated research methods
Research era
Communication will increasingly be controlled by consumers who will determine when and where they can be reached with promotional messages
Interactive era
Market research that attempts to determine the underlying nature of purchase behavior
Behavioral research
Siquis
Handwritten posters in 16th-17th cent England- forerunners of modern adv
Penny press
Forerunner of the mass newspaper in the US. 1st appeared in 1830s
Mass prod
A manufacturing technique using specialization and interchangeable parts to science production efficiencies
American association of advertising agencies
The national organization of advertising agencies
Pure food and drug act
Passed in 1906 by legislation, it was one of the earliest attempts by the federal government to protect consumers
federal trade commission
The agency of the federal government empowered to prevent unfair competition and to prevent fraudulent, misleading, or deceptive adv in interstate commerce
Council of better business bureaus
Coordinated a number of local and national interstices to protect consumers
Printers’ Ink model statute
The act at fraudulent advertising, prepared and sponsored by printers’ ink, which was the pioneer adv mag
Audit bureau of circulations
Organization sponsored by publishers, agencies, and adv for securing accurate circulation statements
War adv council
Founded in1942 to promote WWII mobilization, later evolved into the adv council
Adv council
Nonprofit network of agencies, media, and advertisers dedicated to promoting social programs through advertising
Audience fragmentation
The segmentation of mass-media audiences into smaller groups because of diversity of media outlets
Permission marketing
Asking consumers for permission to opt in before sending them advertising and other forms of marketing communication
Convergence
The blending of various facets of marketing functions and communication technology to create more efficient and expanded synergies
Return-on-investment (ROI)
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
Marketing mix
Combination of marketing functions, including advertising, used to sell a product
Sales promotion
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
PR
Communication with various internal and external publics to create an image for a product or corporation
Advertising
A message paid for by an identifies sponsor and usually delivered through some medium of mass comm
Integrated marketing communication
IMC
The joint planning, execution, and coordination of all areas of marketing communication
Dist channel
The various intermediaries such as retailers, that control the flow of goods from manufacturers to consumers
Brand name
The written or spoken part I a trademark, in contrast to the pictorial mark; a trademark word
Brand extension
These are new product intros unders an existing brand to take advantage of existing brand equity
Com joint analysis
A research technique designed to determine what consumers perceive as a product’s most important benefits
Product life cycle
The profess of a brand moving from introduction to maturity and eventually to adaptation or demise
Product differentiation
Unique product attributes that set one brand from another
Value gap
The perceived difference between the price of a product and the value ascribed to it by consumers
Yield management
A product pricing strategy to control supply and demand
National advertising
Advertising by a marketer of a trademarked product or service sold through different outlets, in contrast to local advertising
Retail advertising
Advertising by a merchant who sells directly to the consumer
End-product adv
Building consumer demand by promotions ingredients in a product, like Teflon and nutrasweet
Direct-response adv
Any dorm of adv done in direct marketing. Uses all types of media.
Trade adv
Adv directed to the wholesale or retail merchants or sales agencies through whom the product is sold
Industrial advertising
Advertising addressed to manufacturers who buy machinery, equipment, raw materials, and the components needed to product the goods they sell
Professional adv
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
Institutional advertising
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
Idea adv
Adv used to promote an idea or cause rather than to sell a product or service
Service advertising
Adv that promotes a service rather than a product
Brand
A name term sign design or unifying combo of them intended to identify and distinguish the product or service from competing products or services
Brand equity
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
Market
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
Pioneering stage
Until people appreciate the fact that they need it
Introduces an idea that makes the precious conceptions appear antiquated
Competitive stage
General usefulness is recognized but it’s superiority over similar brands has to be established in order to gain preference
Retentive stage
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
Integrated marketing communications
Used all of the marketing tools working from a single strategy
BAV
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
Avrett, free & Ginsberg AFG and 7 step planning for strategic advertising
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
Target marketing inch
Identifying and communicating with groups of prime prospects
Marketing concept
A management orientation that Jews the needs of consumers as primary to the success of a firm
Market segmentation
The division of an entire market of consumers into groups whose similarity makes them a market for products see in their special needs
Situational analysis
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
Product-user segmentation
Identifying consumers by the amount of product usage
Brand loyalty
A consumer’s preference for and commitment to a specific brand
Lifestyle segmentation
Identifying consumers by combining several demographics and lifestyles
Value and lifestyle system VALS
Developed by SRI International to fluster consumers according to several variables in order to predict consumer behavior
Niche marketing
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
Positioning
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
Market profile
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
Psychographics
A description of a market based on factors such as attitudes opinions interests perceptions personalities and lifestyles of consumers comprising that market
Target audience
That group that composes the present and potential prospects for a product or service
Full service agency
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
In-house agency
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
Barter
Acquisition of broadcast time by an advertiser or an agency in exchange for operating capital or merchandise; no cash involved
Media/communication planner
Person responsible for the overall strategy of the media plan
Media buying
Those who execute and monitor the media schedule developed by media planners
Convergence
Te blending of various facets of marketing functions and communication technology to create more efficient and expanded synergies
Engagement
The delivery of attentive consumers from a media vehicle to the advertising
Media plan
The complete analysis and execution of the media component of a campaign
Cost per thousand
A method of comparing the cost for media of diff circulations
CPM=ad cost x 1000/ circulation
Potential Rating Index by ZIP Market PRIZM
A method of audience segmentation developed by Nielsen claritas inc.
Divides pop into 14 social groups then 66 categories
Value-added opportunities
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
Frequency
Number of times that each person in the audience is exposed to the media schedule
Media schedule
The detailed plan or calendar showing when advertisements and commercials will be distributed and in what media vehicles they will appear
Flighting
Flight is the length of time a broadcaster’s campaign runs
Inactivity and activity
Outdoor advertising association of America OAAA
Primary trade and lobbying organization for the outdoor industry
Traffic audit bureau for media measurement TAB
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
Highway beautification act of 1965
Fed law that controls outdoor signs in noncommercial, nonindustrial areas
Exclusionary zones
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
Plant
The local company that arranged to lease erect and maintain. The outdoor sign and to sell the adv space on it
Illuminated posters
70-80% of all outdoor posters are illuminated for 24 hour exposure
Eight sheet poster
Outdoor poster used I. Urban areas about 1/4 the size of the size of the standard 30 sheet
Rotary bulletin
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
