Term
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Definition
| Advertising is a paid form of persuasive communication that uses mass and interactive media to reach broad audiences in order to connect an identified sponsor with buyers (a target audience), provide information about products (goods, services, and ideas), and interpret the product features in terms of the customer’s needs and wants. |
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Term
| what is marketing communication? |
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Definition
| a broad term that refers to all the communication techniques marketers use to reach their customers and deliver their messages. |
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Term
| What are the three stages of the evolution of advertising? |
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Definition
| Identification, Information, Persuasion |
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Term
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Definition
| goes back thousands of years, this stage of advertising merely identified a place of business and the type of goods available |
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Term
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Definition
| Advances in printing technology expanded literacy, making commercial messages available to the masses |
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Definition
Industrial Revolution brings mass production and mass distribution,
An abundance of goods competing for the consumers attention meant that the producer of goods had to be more convincing in describing the product. |
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Term
| What are the five basic attributes of modern advertising? |
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Definition
1.)Paid communication
2.)sponsor is identified
3.)reaches a broad audience
4.)conveyed through mass media and interactive media
5.)seeks to inform or persuade about a product |
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Term
| What does direct response advertising have the ability to do? |
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Definition
| to address individual members of the audience, especially when using digital communication |
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Term
| What are the five parts of marketing communication? (Promotional toolkit) |
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Definition
Publicity
Public relations
Direct-response
Specialties
Advertising |
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Term
| What is advertising's marketing and communication role? |
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Definition
| It transforms a product into a distinctive brand by creating an image, a personality |
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Term
| What is advertising's economic and societal role? |
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Definition
It works to create demand for brands and lower prices for consumers.
It shapes our self-image and sense of style through things we wear and use. |
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Term
| What other two ways does advertising work? |
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Definition
| through emotional appeals and appeal to rational thought |
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Term
| What are the seven major types of advertising? |
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Definition
Brand advertising
Retail or local advertising
Direct response
Business-to-business (B2B)
Institutional or corporate
Non-profit
Public service |
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Term
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Definition
| focused on long-term brand identity and image |
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Term
| Retail or local advertising |
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Definition
| selling merchadise in a geographical area |
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Term
| Direct Response Advertising |
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Definition
| tries to get the consumer to do something quickly |
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Term
| B2B and Institutional or Corporate |
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Definition
| one business selling to another business |
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Term
| Public Service Advertising |
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Definition
| provides messages on behalf of some good cause |
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Term
| What are the four key components to effective advertising? |
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Definition
| Strategy, Media, Message and Evaluation |
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Term
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Definition
| is the logic behind an advertisement stated in objectives that focus on areas such as sales, emotional appeal, or brand reputation. |
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Term
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Definition
| is the concept behind a message and how it is expressed based on consumer insights. |
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Term
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Definition
| Targets prospective buyers by matching their profiles to media audiences. |
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Term
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Definition
| Based on strategic objectives and professional standards |
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Term
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Definition
a perception, often with an emotional connection, which results from experiences with and information about a company or a line of products.
There are tangible elements (look, price, packaging) and intangible elements (the experience that the consumer takes away from the brand, and also the relationship that they develop with that brand) |
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Term
| Today, the consumer is in charge because of the improvement of technology and social media |
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Definition
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Term
| Organizations will inevitably be branded, whether it is intentional or unintentional, because of their existence and interaction with consumers |
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Definition
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Term
| What is a brand the unified vision of? |
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Definition
| a unified vision (the art) and a complex system of activities (the science) |
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Term
| What does marketing communication deliver to brands? |
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Definition
| Ideas and images that have an impression, the personality and perceptions cannot easily be copied |
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Term
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Definition
| deliver the message the advertiser intended, and consumers respond to as the advertiser hoped they would - the success is determined through pre-determined objectives |
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Term
| What are the platforms involved in Integrated Marketing Communication? |
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Definition
| advertising, public relations, events and sponsorship, direct response. |
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Term
| Who does brand meaning belong to? |
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Definition
| Customers, because it is derived from the customer's personal experiences |
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Term
| What are the components of brand identities? |
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Definition
| they are distinctive, create an association, offer a benefit, carry a heritage, simple, associated with an image/logo |
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Term
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Definition
| identifies the location a product or brand occupies in consumers’ minds relative to competitors. |
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Definition
| identifies key selling points for the product. |
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Term
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Definition
| is a mental picture or idea about a brand that contains both associations and emotions. |
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Definition
| symbolizes the personal qualities of people you know. |
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Term
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Definition
| lies in the power of familiarity and trust to win and maintain consumer acceptance. |
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Term
| What two forms does Brand value take? |
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Definition
| Value to the consumer, value to the organization |
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Term
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Definition
| is the intangible value of the brand that stems from relationships with its stakeholders, as well as intellectual property, such as product formulations. |
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Term
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Definition
| The use of an established brand name with a related line of products. |
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Term
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Definition
| Uses two brand names owned by two separate companies to create a partnership offering. |
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Term
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Definition
| The brand is rented to another business partner. |
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Term
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Definition
| The brand name is used in manufacturing, advertising or other promotion. |
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Term
| What is the difference between marketing and selling? |
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Definition
| marketing deals with thinking about customer needs and satisfaction, while selling focuses on the exchange of cash for the product |
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Term
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Definition
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Term
| What are the keys to marketing success success? |
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Definition
| design, ease of use, distribution, pricing and marketing communication |
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Term
| What are the four P's of marketing? |
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Definition
- identification, selection and development of a product
- price
- selection of a distribution channel to reach the customer's place
- promotional strategy |
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Term
| What is marketing according to the american marketing association? |
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Definition
| the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” |
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Term
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Definition
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Term
| What are the seven steps to the marketing process? |
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Definition
1.)research the consumer market
2.)set objectives
3.)segment the market and target specific markets
4.)differentiate and position the product
5.)develop the marketing mix strategy
6.)Execute
7.) Evaluate |
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Term
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Definition
| makes the brand stand out from its competition. |
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Term
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Definition
| When a brand is different and superior |
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Term
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Definition
| refers to how consumers view and compare competitive brands or types of products. can be done through differentiation |
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Definition
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Term
| What is the first part of the marketing mix and what's important about it? |
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Definition
Product - design, performance and quality
Communication Important to build awareness, explain product, and set it apart |
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Term
| What is pricing based on? |
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Definition
| what the market will bear, the competition, what the customer can afford, the relative value of the product and the consumer's ability to gauge that |
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Term
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Definition
| includes the channels used to make the product easily accessible to customers and the message it sends |
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Term
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Definition
| distributing a product through one or more distributor and retailer |
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Term
| Viewer reaction may be affected by sensitivity to |
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Definition
| the product category, the timing, whether viewer is alone or with others, the context |
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Term
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Definition
| a representation of a cultural group that emphasizes a trait or traits that may or may not communicate an accurate representation |
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Term
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Definition
| advertising or other sales representations that praise the item to be sold with subjective opinions, superlatives, or exaggerations in a vague and general way, while stating no specific facts. |
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Term
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Definition
| must be qualified by experience or training to make judgments, and they must actually use the product. If endorsers are comparing competing brands, they must have tried those brands as well. Those who endorse a product improperly may be liable if the government determines there is deception. |
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Term
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Definition
| which is marketing that supports a good cause, is a common practice for many companies. |
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Term
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Definition
| a higher level of social responsibility, aligns the basic business practices and position of a brand with some cause |
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Term
| The oversight groups for advertising |
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Definition
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Term
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Definition
| a brand, corporate or store name, or distinctive symbol that identifies the seller’s brand and thus differentiates it from the brands of other sellers |
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Term
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Definition
| gives an organization the exclusive right to use or reproduce original work, such as an advertisement or package design, for a period of time. |
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Term
| The Federal Trade Commission Regulates Advertising for... |
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Definition
| unfairness, deception, and violations |
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Term
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Definition
| When a practice is deemed deceptive and ordered to stop within 30 days by the FTC |
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Term
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Definition
| a visual plan or layout of the commercial, shows the number of scenes, composition of shots, and progression of of the action |
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Term
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Definition
| The way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted. |
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Term
| In the face of accusations that advertising creates demand and causes people to buy items they don't want, an important principle to remember is: |
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Definition
| If people do not want the products being marketed, they don’t buy them. |
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Term
| Critics say that advertising affects social values in what three key ways |
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Definition
| dictating how people think and act, promoting materialism, heightening expectations |
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Term
| What are the four principles of IMC? |
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Definition
1.)Every part of the marketing mix, not just marketing communication, sends a message
2.)Brand is the unified vision of art and science
3.)brand relationships drive brand value.
4.)Integration equals integrity. |
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Term
| What are the four components in the marketing mix? |
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Definition
| Price, Place, Product, Promotion |
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Term
| What are the elements of promotion in the marketing mix? |
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Definition
Advertising
Public relations
Sales promotion
Direct response
Events and sponsorships
Point of sale
Digital media |
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