Week 1 Flashcards
What is advertising?
Advertising is paid nonpersonal communication from an identified sponsor to persuade or influence an audience.
Advertising is done through Communication, what does that mean?
Communication: structured and applied; employs verbal and non-verbal elements.
Advertising is Non-Personal, what does that mean?
Typically directed to groups of individuals; mass communication.
Advertising requires an Identified Sponsor, what does that mean?
The requirement that advertisements must clearly disclose the entity or individual behind the promotion.
Advertising is Persuasive, what does that mean?
To win converts to a product, service or an idea. Make brand buyers into brand believers.
What is the order of Advertising?
Stimulus → Target → Response
A stimulus to get a specific response.
OR
Ads → Consumers → Attitudes/Behaviours
How can Slogans be easily remembered?
Slogans are easier to remember if they have a mnemonic aid like music or a logo.
Mnemonics are rhymes or other aids to help you remember the relevant information. Or vivid visual imagery.
How to define the Unique Selling Point in three parts?
- Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just store-window advertising. Each advertisement must say to each reader: ‘Buy this product and you will get this specific benefit.’
- The proposition must be one that the competition either cannot, or does not, offer. It must be unique – either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
- The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product.
Why is Brand Positioning important?
Brand Positioning becomes the reason a firm is successful, not price or product. Products have life cycles, but a brand can last forever.
What should Advertising Communication focus on?
- Building and strengthening brand equity in order to associate the brand uniquely with the message.
- Maximize the impact through synergies of multi-media.
How to build brand equity?
Marketing communications contribute to brand equity by establishing the brand in memory and linking strong, unique and favorable associations to it.
What is Integrated Marketing Communications (IMC)?
Unified, coordinated effort to promote a brand
through the use of multiple communication tools that “speak with a single voice”.
Including: mass media (TV, radio, magazine, newspaper), new media (web, street), promotions, direct mail, in-store experience, packaging & point-of-sale support, after sales support etc.
