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Advertising and Promotional Strategy > Vocabulary: Ch 1, 4, 6, 7, 8 > Flashcards

Vocabulary: Ch 1, 4, 6, 7, 8 Flashcards

1
Q

the definition of marketing focuses on __ as the central concept in marketing

A

exchange

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2
Q

value

A

the customer’s perception of all the benefits of a product or service weighed against all costs of acquiring and consuming it

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3
Q

promotion

A

the coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.

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4
Q

promotional mix

A

while implicit communication occurs through the various elements of the marketing mix, most of an organization’s communications with the market place take place as a part of carefully planned and controlled promotional program. the basic tools used to accomplish an organization’s communication’s objectives are referred to as the promotional mix.

4 elements: advertising, sales promotion, publicity/public relations, and personal selling.

extra: direct marketing, digital/internet active media

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5
Q

direct marketing

A

organizations communicate directly with target customers to generate a response and/or a transaction

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6
Q

direct-response advertising

A

a product is promoted through an ad that encourages the consumer to purchase directly from the manufacturer

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7
Q

interactive media

A

allows for a two way flow of communication whereby users can participate in and modify the form and content of the info they receive in real time.

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8
Q

social media

A

the online means of communication and interactions among people that are used to create, share, and exchange content such as info, insights, experiences, perspectives, and even media.

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9
Q

sales promotion

A

those marketing activities that provide extra value or incentives to the sales force, the distributors, or the ultimate consumer and can stimulate immediate sales.

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10
Q

contact (or touch) point

A

refers to each and every opportunity the customer has to see or hear about the company and/or its brands or have an encounter or experience with it. can range from seeing, hearing, and experience.

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11
Q

integrated marketing communications management

A

involves the process of planning, executing, evaluating, and controlling the use of the various promotional-mix elements to effectively communicate with target audiences.

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12
Q

integrated marketing communications plan

A

provides the framework for developing, implementing, and controlling the organization’s IMC program.

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13
Q

internal analysis

A

assesses relevant areas involving the product/service offering and the firm itself.

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14
Q

external analysis

A

focuses on factors such as characteristics of the firm’s customers, market segments, positioning strategies, and competitors.

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15
Q

consumer behavior

A

the process and activities people engage in when searching for selecting purchasing using evaluating and disposing of products and services so as to satisfy their needs and desires

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16
Q

Problem recognition

A

Occurs when a consumer perceives the need and becomes motivated to solve the problem the problem recognition stage initiates the subsequent decision process it is caused by a difference between the consumers ideal state an actual state

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17
Q

Motives

A

Those factors that compel a consumer to take a particular action

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18
Q

Psychoanalytic theory

A

Pioneered by Sigmund Freud. Consumers motivations for purchasing are often very complex and unclear to the the consumers themselves many motives for purchase and or consumption may be Driven by deep motives

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19
Q

Motivation research

A

research in marketing under the psychoanalytic theory

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20
Q

Perception

A

The process by which an individual receives selects organizes and interprets information to create a meaningful picture of the world

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21
Q

Subliminal perception

A

Refers to the ability to perceive a stimulus that is below the level of conscious awareness

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22
Q

Beliefs concerning specific attributes or consequences that are activated and formed the basis of an attitude are referred to as

A

Salient beliefs

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23
Q

Integration processes

A

The way product knowledge meanings and believes are combined to evaluate two or more alternatives

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24
Q

heuristics

A

Simplify decision rules such as find the least expensive brand

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25
Q

affect referral decision rule

A

type of heuristic

Consumers make a selection on the basis of an overall impression or summary evaluation of the various alternatives under consideration this decision rule suggest that consumers have affective impressions of brands sort of memory that can be accessed at the time of purchase

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26
Q

Purchase intention

A

Predisposition to buy a certain brand

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27
Q

Classical conditioning

A

Assumes that learning is in associative process with an already existing relationship between a stimulus and a response

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28
Q

A conditioned stimulus elicits a…

A

…Conditioned response

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29
Q

In the operant conditioning approach the individual must…

A

…Actively operate or act on some aspect of the environment for learning to occur operant conditioning is sometimes referred to as instrumental conditioning.

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30
Q

Reinforcement

A

The reward or favorable consequence associated with a particular response, an important element of instrumental conditioning

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31
Q

Reinforcement schedules can also be used to influence consumer learning and behavior through a process known as …

A

Shaping, The reinforcement of successive acts that lead to a desired behavior pattern or response

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32
Q

The brightest and most abstract of the external factors that influence consumer behavior is…

A

Culture

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33
Q

Subcultures may be based on…

A

…Age geographic religious racial and or ethnic differences

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34
Q

Social class

A

Refers to relatively homogeneous divisions in a society into which people sharing similar lifestyles values norms interests and behaviors can be grouped

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35
Q

Reference group

A

A group who is presumed perspectives or values are being used by an individual as the basis for his or her judgments and opinions and actions

36
Q

Three types of situational determinants

A

The specific usage situation
The purchase situation
The communications situation

37
Q

The persuasion matrix

A

Helps marketers see how each controllable element interacts with consumers response process

38
Q

The controllable components of the communication process

A

Independent variables

39
Q

The steps of receiver goes through and being persuaded

A

Dependent variables

40
Q

Source

A

The person involved in communicating a marketing message either directly or indirectly

41
Q

Internalization

A

Occurs when the receiver adopt the opinion of the credible communicators since he or she leaves information from this source is accurate

42
Q

Sleeper effect

A

The persuasiveness of a message increases with the passage of time

43
Q

A source characteristic frequently used by advertisers is attractiveness which encompasses

A

Similarity familiarity and likability

44
Q

Source attractiveness leads to persuasion through a process of

A

Identification, Where are by the receiver is motivated to seek some type of relationship with the stores and that’s the dogs similar beliefs attitudes preferences or behavior

45
Q

Familiarity score

A

Indicate what percentage of people has heard of the person while the one of my favorite score is an absolute measure of the appeal or popularity of the celebrity

46
Q

Q score

A

Calculated by taking the percentage of respondents who indicate that a person is one of my favorites and then divide that number by the percentage of respondents who indicate they have heard of that person

47
Q

Source power

A

A source has power when he or she can actually administer rewards and punishments to the receiver

48
Q

When I receive or perceive the source is having power the influence process occurs through a process known as

A

Compliance

49
Q

One-sided message

A

Mentions only positive attributes or benefits

50
Q

Two-sided message

A

Presents both good and bad points

51
Q

One sided message is most effective when

A

Target audience already has a favorable opinion about the topic

52
Q

Two sided message is most effective when

A

Target audience holds an opposing opinion or is highly educated. may enhance the credibility of the source.

53
Q

Refutational appeal

A

The communicator presents both sides of an issue and then refutes the opposing viewpoint

54
Q

wearout

A

Refers to the tendency of a television or radio commercial to lose its effectiveness when it is seen and or heard repeatedly

55
Q

Information from ads and print media such as newspapers magazines or direct mail as well as the Internet is

A

Self paced.

Readers process the ad at their own rate and can study as long as they desire

56
Q

A qualitative media effect

A

The influence the medium has on a message

57
Q

clutter

A

The amount of advertising in a medium

58
Q

carryover effect

A

Money spent on advertising do not necessarily have an immediate impact on sales because advertising may create awareness interest and or favorable attitudes towards a brand but these feelings will not result in an actual purchase until the consumer enters the market for the product which may occur later

59
Q

zero-based communications planning

A

Involves determining what tasks need to be done in which marketing communications functions should be used and to what extent

60
Q

Contribution margin

A

The difference between the total revenue generated by a brand and it’s variable costs

61
Q

Marginal analysis

A

As advertising/promotional expenditures increase sales and gross margins also increased to a point but then they level off. Profits are shown to be a result of the gross margin minus advertising expenditures

62
Q

concave-downward function model

A

The effects of advertising quickly begin to diminish

63
Q

s-shaped response curve

A

AnS shaped response function to the budget outlay. After a certain budget level has been reached advertising and promotional efforts begin to have an affect as additional increments of expenditures result and increased sales this incremental gain continues only to a point

64
Q

Affordable method – a top-down approach

A

The firm determines the amount to be spent in various areas such as production and operations then in allocates what’s left to advertising and promotion considering this to be the amount it can afford

65
Q

Arbitrary allocation – a top-down approach

A

A week or method in the affordable method in which virtually no theoretical basis is considered and the budgetary amount is often said by fear. That is the budget is determined by management solely on the basis of what is felt to be necessary

66
Q

Percentage of sales method – a top-down approach

A

In which the advertising and promotions budget is based on the sales of the product. Management determines the amount by either taking a percentage of the sales dollars or assigning a fixed amount of the unit product cost to promotion and multiplying this amount by the number of units sold

67
Q

Competitive party method – a top-down approach

A

Managers establish budget amount by matching the competitions percentage of sales expenditures. The argument is that setting budgets in this fashion takes advantage of the collective wisdom of the industry.

68
Q

ROI budgeting method – a top-down approach

A

Advertising and promotions are considered investments like plant and equipment. Thus the budgetary appropriation leads to certain returns. Like other aspects of the firms efforts advertising and promotion are expected to earn a certain return

69
Q

Objective and task method – a bottom-up approach

A

1) Defined the communications objective is to be accomplished
2) Determines the specific strategies and tasks needed to attain them
3) Estimate the cost associated with performance of the strategies and tasks

The total budget is based on the accumulation of these costs

70
Q

Payout plan

A

To determine how much to spend marketers often develop a payer plan that determines the investment value of the advertising and promotion appropriation

71
Q

Economies of scale

A

Larger advertisers can maintain advertising shares that are smaller than their market shares because they get better advertising rates have declining average cost of production and accrue the advantages of advertising several products jointly. In addition they are likely to enjoy more favorable time and space positions cooperation and mental people and favorable publicity

72
Q

Advertising creativity

A

The ability to generate fresh do you need an appropriate or relevant ideas that can be used as solutions to communication problems

73
Q

Divergence

A

The extent to which an ad contains elements that are novel different or unusual

74
Q

Five major factors that could account for the ways divergence can be achieved in advertising

A 
Originality 
flexibility 
elaboration 
synthesis 
artistic value
75
Q

The second major determinant of creativity is…

A

…Relevance.

76
Q

Account planning

A

A process that involves conducting research in gathering all relevant information about a clients product or service brand and consumers in the target audience

77
Q

General preplanning input

A

Can include books periodicals trade publications websites scholarly journals pictures and clipping services which gather and organize magazine newspaper and online articles on the product the market in the competition including the latter’s ads

78
Q

product- or service-specific preplanning input

A

Comes in the form of specific studies conducted on the product or service the target audience or a combination of the two

79
Q

Problem detection

A

This research technique involves asking consumers familiar with a product or service to generate an exhaustive list of things that bother them or problems they encounter when using it

80
Q

Storyboard

A

A series of drawings used to present the visual plan or lay out a proposed commercial

81
Q

Animatic

A

Video tape of the storyboard along with an audio soundtrack

82
Q

Advertising campaign

A

A set of interrelated and coordinate American communications activities that center on a single theme or idea that appears in different media across a specific time.

83
Q

Slogan or tagline

A

Reduces the key idea into a few words or a brief statement

84
Q

Creative brief

A

The written creative brief specifies the basic elements of the creative strategy.

85
Q

Image advertising

A

Creating a brand image for a product. Based on the development of a strong memorable identity for the brand

86
Q

Inherent drama

A

Characteristic of the product that makes the consumer purchase it. This is an approach to determining the major selling idea.

Advertising and Promotional Strategy (12 decks)

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