Term
| Characteristics of a Great Ad (3) |
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Definition
Strategy
Creative
Execution |
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Term
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Definition
| Paid, non-personal communication from an identified sponsor using mass media to persuade or influence an audience |
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Term
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Definition
Marketing - Process of deciding who to sell to.
Communication - talking to public
Economic - What is available where (location and reputation)
Social - Sets trends, fashions, informs about social environment |
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Term
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Definition
- Brand Advertising (History of Product)
- Retail or Local Advertising (Ad takes you to a place, not a product)
- Political Advertising (duh)
- Directory Advertising (Yellowpages, looking for specific product)
- Direct-Response Advertising (Coupons. You send it, I buy it, it worked)
- Business-to-Business Advertising (industry needs)
- Institutional Advertising (corporate image or point of view, Red Cross, Truth, BYU)
- Public Service Advertising (communicating message on behalf of good) |
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Term
| Parties involved in Advertising (5) |
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Definition
The Advertiser – The Company
The Advertising Agency – Executions, services production (usually separate from company)
The Media - carrying the message (channels)
The Vendor – Photographers, printers, songwriters for jingle
The Target Audience - the consumers |
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Term
| Pioneers of Advertising (6) |
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Definition
Volney Palmer – Space Broker, first agency
NW Ayer & J Walter Thompson – First full service agency (research, strat, media buy, production)
Rosser Reeves – USP, Unique Selling Proposition (some benefit makes THIS one the one to buy)
David Ogilvy – Story telling in advertising, brand image
Jack Trout – Product positioning, certain markets (using price as a method, or saftey with VW)
Leo Burnett – Inherent Drama, product personality |
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Term
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Definition
| The process of planning and excuting the concept, the pricing (Find satisfy and retain customers while the business makes a profit) |
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Term
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Definition
| Region where goods are sold OR a specific type of buyer |
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Term
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Definition
Consumer Market (themselves, household use)
Business-to-Business Market -- own business or as part of making new product
Institutional Market – School, Hospital, Government, good of society
Reseller Market – Buys finished product, re-sells them (Walmart) |
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Term
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Definition
Product - What
Place - Where
Price - How much
Promotion - Why |
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Term
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Definition
* Advertising
* Public Relations - enhances company image (events, open house)
* Sales promotions - sales, coupons, rebates
* Direct Marketing - allows consumer to buy directly from producer (manufacturers rebates)
* Personal Selling - Face to Face
* Point of Purchase - packaging, displays, stuff at the place of purchase. |
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Term
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Definition
* Full Service: All parts and portions
* Specialized: Minority, Boutique, Industry, Media Buying
* In house |
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Term
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Definition
Account Management - Between client and agency
Creatives - Art Directors, Copywriters, Producers
Media Planning & Buying - Where the ad is going to go
Account Planning & Research - Quantitative and Qualitative information |
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Term
| 6 Key Ethical issues in advertising |
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Definition
Misleading Advertising
Poor Taste in Advertising
Stereotyping (Females and Elderly)
Advertising to Children - 1990s Children's TV Ad Practicing Act
Controversial Products
Subliminal Advertising |
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Term
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Definition
| Process by which products are picked, used, satisfies needs and wants |
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Term
| Target Audience vs. Target Market |
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Definition
Target Audience - Everyone who is within the influence of a certain advertising message
Target Market - Those most likely to BUY a product or message |
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Term
| Kinds of Market Segmentation (5) |
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Definition
* Demographics
* Psychographics
* Lifestyles
* Ethnographic
* Geographic |
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Term
| Influences on Consumers (6) |
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Definition
* Cultural - How people define themselves
* Norms - learned social behaviors, what is acceptable
* Values - source of norms, internal behavior guide
* Social Class – position in family, education, income, house size
* Reference Groups – political parties, religions, racial groups (These guide behavior in certain situations)
* Family – Blood marriage or adoption, living in same house |
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Term
| Psychological Influences on Consumers (5) |
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Definition
* Perception – Way information is received
* Selective Perception – Screen out uninteresting, choose retention
* Selective Exposure – Looking for messages, avoid those that are painful and threatening
* Selective Distortion – Distort information that conflicts with own views until it is acceptable (Democrats are idiots)
* Selective Retention – process information for later use |
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Term
| Maslow's Hierarchy of Needs (5) |
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Definition
* Physiological
* Safety
* Love/Belonging
* Esteem
* Self-Actualization |
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