Chapter Eighteen

Marketing 370 with Olson at San Diego State University

About this deck

By: Judy Nguyen
Created: 2011-12-07
Size: 57 flashcards
Views: 15

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Advertising

A paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future.

advertising plan

A section of the firm's overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful

pull strategy

Designed to get consumers to pull the product into the supply chain by demanding it.

Push strategies

Designed to increase demand by motivating sellers—wholesalers, distributors, or salespeople—to highlight the product, rather than the products of competitors, and thereby push the product onto consumers.

Informative advertising

Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.

persuasive advertising

Communication used to motivate consumers to take action.

reminder advertising

Communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.

Product-focused advertisements

Used to inform, persuade, or remind consumers about a specific product or service.

Institutional advertisements

A type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry (e.g. Got Milk? ads).

public service advertising (PSA)

Advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing.

social marketing

The application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public or a specific population segment.

unique selling proposition (USP)

A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign.

Informational appeals

Used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides.

emotional appeal

Aims to satisfy consumers' emotional desires rather than their utilitarian needs.

appeal to consumers’ fears, sense of humor, nostalgia, or other feelings

Media planning

The process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience.

media mix

The combination of the media used and the frequency of advertising in each medium.

media buy

The actual purchase of airtime or print pages.

Mass media

Channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, magazines, radio, and television.

Niche media

Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests.

advertising schedule

The specification of the timing and duration of advertising.

continuous schedule

Runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising.

Flighting

An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising.

Pulsing

Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods.

headline

In an advertisement, large type designed to draw attention.

body copy

The main text portion of an ad.

background

In an advertisement, the backdrop, which is usually a single color.

foreground

In an advertisement, everything that appears on top of the background.

branding

In an advertisement, the portion that identifies the sponsor of the ad.

Pretesting

Assessments performed before an ad campaign; is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do.

Tracking

Includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or the medium.

Posttesting

The evaluation of an IMC campaign's impact after it is has been implemented.

puffery

The legal exaggeration of praise, stopping just short of deception, lavished on a product.

ex: "Guaranteed to increase your sex appeal"

public relations (PR)

Manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media.

cause-related marketing

Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign.

Event sponsorship

Popular PR tool; occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors.

Sales promotions

Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, loyalty programs, and point-of-purchase displays.

Coupons

Provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount.

deal

A type of short-term price reduction that can take several forms, such as a “featured price,” a price lower than the regular price; a “buy one, get one free” offer; or a certain percentage “more free” offer contained in larger packaging.

premium

An item offered for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.

contest

A brand-sponsored competition that requires some form of skill or effort.

sweepstakes

A form of sales promotion that offers prizes based on a chance drawing of entrants' names.

Sampling

Offers potential customers the opportunity to try a product or service before they make a buying decision.

loyalty programs

Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.

Point-of-Purchase Displays

A merchandise display located at the point of purchase, such as at the checkout counter in a grocery store.

Rebates

A consumer discount in which a portion of the purchase price is returned to the buyer in cash; the manufacturer, not the retailer, issues the refund.

product placement

Inclusion of a product in nontraditional situations, such as in a scene in a movie or television program.

cross-promoting

Efforts of two or more firms joining together to reach a specific target market.

Describe the steps in designing and executing an advertising campaign.

Firms (1) identify their target market, (2) set advertising objectives, (3) set the advertising budget, (4) depict their product or service, (5) evaluate and select the media, (6) create the ad, and (7) assess the impact of the ad.

Identify three objectives of advertising.

Informative advertising is communication used to create & build brand awareness. Persuasive advertising is communication used to motivate consumers to take action. Reminder advertising is a communication used to remind or prompt repurchases.

Describe the different ways that advertisers appeal to consumers.

Informational appeals influence purchase decisions with factual information and strong arguments built around relevant key benefits. Emotional appeals indicate how the product satisfies emotional desires rather than utilitarian needs.

Identify the various types of media.

Mass media channels like newspapers or television to reach large numbers of audience. Niche media used to reach narrower segments with unique demographic characteristics. When choosing the media, firms must match their objectives to the media.

Identify agencies that regulate advertising.

FTC, which protects consumers against general deceptive advertising; FCC, covers issues regarding the use of tobacco products and objectionable language; and FDA, which regulates food, dietary supplements, drugs, cosmetics, and medical devices. USPS

Describe the elements of a public relations toolkit.

A variety of elements compose a firm's public relations toolkit. They include publications, video and audio programs, public service announcements, annual reports, media kits (e.g., press kits), news releases, and electronic media (e.g., websites).

Identify the various types of sales promotions.

Sales promotions are incentives that encourage purchase. They either push sales through the channel, as is the case with contests directed toward retail salespeople, or pull sales through the channel, as coupons and rebates do.

defining characteristics of advertising

Advertising is not free; someone has paid for it, Advertising must be carried by some medium, The source of the advertising must be known or knowable, and Advertising is a persuasive form of communications.

An advertising plan is crucial to an ad campaign because it will later be used

to measure the success or failure of a campaign

The creative design aspects of a newspaper or magazine advertising campaign include decisions about the

colors, words, pictures, and layout.

About this deck

By: Judy Nguyen
Created: 2011-12-07
Size: 57 flashcards
Views: 15

About StudyBlue

“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy