Term
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Definition
Expenditures on traditional advertising are changing.
Marketers are diverting more money to alternative media (social networking, product placement)
Advertising is still the best way to reach a mass audience |
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Term
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Definition
focuses on a specific good or service. Most common form
Primary Demand-creating a demand for an entire product category (ex. Got milk?)
Secondary Demand-focus on creating demand for a specific brand (ex. Coca-Cola) |
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Term
| Institutional Advertising (and the 3 subcategories) |
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Definition
focuses on an organization or company and their views.
Corporate- promoting the company as a whole (P&G)
Advocacy- type of PSA to influence public opinion on a topic the company has a stake in (ex. GE encouraging going green)
Public Service Announcement- generally run free by the media, for a specific cause or non-profits |
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Term
| Retail and Local Advertising |
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Definition
| Used by very large companies and small businesses- focus on a specific geographic area. |
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Term
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Definition
A coordinated, comprehensive plan that carries out promotion objectives and results in a series of ads placed in media over a period of time.
Have specific objectives & time periods |
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Term
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Definition
outside agency for marketing
provides one or a few specialized services
Ex. Media buying. Company creates ad, then lsa buys airspace |
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Term
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Definition
outside agency for marketing
Provides almost all the services necessary for the campaign (specific on next slide) |
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Term
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Definition
Account management- oversees the day to day activities, as well as develop strategies for the campaign
Creative services- actually implements the ad strategy. Responsible for making the ad
Research and marketing services- responsible for collecting and analyzing information
Media planning- determines which media vehicle will be best to reach the consumers |
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Term
| User generated content (UGC) or consumer-generated media (CGM) |
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Definition
Online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product related stories available to other consumers
Increasing in popularity, can be a good thing and should be encouraged. Can create stronger relationships, seen as more credible
Potential problem: can get negative comments or advertisements. |
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Term
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Definition
A practice in which firms outsource marketing activities to a community of users
Ex. Selecting an advertisement out of a group of company made ads, ex. Mt. dew new flavor |
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Term
| Ethical criticisms of advertising |
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Definition
Advertising is manipulative
Advertising is deceptive and untruthful
Advertising is offensive and in bad taste
Advertising creates and perpetuates stereotypes
Advertising causes people to buy things that they don’t really need |
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Term
| Step 1: Understand the Target Audience |
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Definition
Want to get inside the consumers head. Understand what their needs are, best way to reach them.
Steps to develop an advertising campaign |
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Term
| Step 2: Establish Message and Budget Objectives |
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Definition
In terms of message: could be to Inform, Persuade, or Remind. Choose one of these to focus on. Decide on overall budget and how it should be divided.
Steps to develop an advertising campaign |
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Term
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Definition
Creative strategy: The process that turns a concept into an ad
Advertising appeal:
The central idea or theme of an ad
Steps to develop an advertising campaign |
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Term
| Types of Advertising appeals: |
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Definition
| The unique selling proposition, comparative advertising, demonstration, slice of life, lifestyle, fear appeals, sex appeals, humorous appeals, slogans, jingles and music |
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