Term
| The Effects of Advertising |
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Definition
Advertising and marketing services, agencies, and other firms that provide marketing and communications services employ millions of people across America.
One particular area that has continued to see rapid growth is the data side of marketing. |
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Term
| Advertising and Market Share |
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Definition
New brands with a small market share spend proportionally more for advertising and sales promotion than those with a large market share.
Beyond a certain level of spending, diminishing returns set in.
New brands require higher spending to reach a minimum level of exposure needed to affect purchase habits. |
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Term
| The Effects of Advertising
on Consumers |
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Definition
Advertising may change a consumer’s negative attitude toward a product, or reinforce a positive attitude.
Advertising can affect consumer ranking of a brand’s attributes. |
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Term
| Institutional Advertising |
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Definition
| Enhances a company’s image
rather than promote a
particular product. |
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Term
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Definition
| Touts the benefits of a
specific good or service. |
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Term
| Institutional Advertising Types |
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Definition
| Corporate identity, Advocacy
advertising |
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Term
| Product Advertising Types |
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Definition
| Pioneering, Competitive, Comparative |
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Term
| Product Advertising: Pioneering |
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Definition
Stimulates primary demand for new product or category.
Used in the PLC introductory stage. |
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Term
| Product Advertising: Competitive |
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Definition
Influences demand for brand in the growth phase of the PLC.
Often uses emotional appeal. |
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Term
| Product Advertising: Comparative |
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Definition
Compares two or more competing brands’ product attributes.
Used if growth is sluggish, or if competition is strong. |
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Term
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Definition
| A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals. |
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Term
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Definition
| Identifies the specific communication task that a campaign should accomplish for a specified target audience during a specified period. |
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Term
| Unique Selling Proposition |
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Definition
| A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign. |
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Term
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Definition
| Newspapers, Magazines, Radio, Television, Internet, Outdoor Media |
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Term
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Definition
| An arrangement in which the manufacturer and the retailer split the cost of advertising the manufacturers brand |
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Term
| History Will Be Made (In Marketing?) |
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Definition
The NHL sparked a massive viral movement when it released its 2010 Stanley Cup television ads—a series of iconic clips from past Stanley Cups played in reverse, asking the question “What if this had never happened?”
Fans jumped on board by creating their own versions, which quickly spread across the Internet, drawing more attention to the playoffs in progress.
The NHL built of this success, creating more videos using events from games only hours after they’d been played. |
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Term
| Google’s AdWords (Ads Work!) |
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Definition
Google's total revenue in 2008 was $21.8 billion and of this, $21.1 billion was derived from advertising. At the end of its third quarter in 2009, the company’s total revenue was $16.9 billion, $16.4 billion from advertising.
To appreciate just how much Google has grown, consider this—in 2003 the company's total revenue was $1.46 billion with advertising revenue representing $1.42 billion. |
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Term
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Definition
| Shopping carts, dvd's, CD's, Bathrooms, Computer screen saver, subway tunnel ads |
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Term
| Media Selection Considerations |
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Definition
| Cost per Contact, Cost per Click, Reach, Frequency, Target Audience Considerations, Medium Flexibility, Noise Level, Life Span |
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Term
| Qualitative Factors in Media Selection |
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Definition
Attention to the commercial and the program
Involvement
Program liking
Lack of distractions
Other audience behaviors |
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Term
| Continuous Media Schedule |
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Definition
| Advertising is run steadily throughout the period. |
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Term
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Definition
| Advertising is run heavily every other month or every two weeks. |
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Term
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Definition
| Advertising combines continuous scheduling with flighting. |
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Term
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Definition
| Advertising is run only when the product is likely to be used. |
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Term
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Definition
| The element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance. |
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Term
| Functions of Public Relations |
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Definition
| Press Relations, Product Publicity, Corporate Communication, Public Affairs, Lobbying, Employee and Investor Relations, Crisis Management |
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Term
| Managing Unfavorable Publicity: Crisis Management |
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Definition
| A coordinated effort to handle the effects of unfavorable publicity or a unexpected unfavorable event |
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Term
| Advertising vs Sales Promotion |
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Definition
Advertising - Reason to buy
Sales Promotion - Incentive to buy |
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Term
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Definition
| Sales promotion activities targeting the ultimate consumer |
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Term
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Definition
| Sales promotion activities targeting a marketing channel member, such as a wholesaler or retailer |
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Term
| Trade Sales Promotion examples |
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Definition
| Trade Allowances, Push Money, Training, Free Merchandise, Store Demonstration, Conventions and Trade Shows |
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Term
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Definition
| A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers. |
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Term
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Definition
| Money offered to channel intermediaries to encourage them to “push” products—that is, to encourage other members of the channel to sell the products. |
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Term
| Benefits of Trade Promotions |
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Definition
Help manufacturers gain new distributors
Obtain wholesaler and retailer support for consumer sales promotions
Build or reduce dealer inventories
Improve trade relations |
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Term
| Tools for Consumer Sales Promotion |
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Definition
| Coupons and Rebates, Premiums, Loyalty Marketing Programs, Contests, Sampling, Point-of-Purchase Promotion, Online Sales Promotion |
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Term
| Loyalty Marketing Program |
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Definition
| A promotional program designed to build long-term, mutually
beneficial relationships between a company and key customers. |
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Term
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Definition
| A loyalty program in which
loyal consumers are rewarded for making multiple purchases of a particular good or service. |
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Term
| Point-of-Purchase Promotion |
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Definition
| A point-of-purchase (P-O-P) display includes any promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying. |
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