ADV 3008 Chapter 1-3 USF – Flashcards
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Marketing Communications
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The various effects and tools companies use to communicate with customers and prospects, including newspaper ads, event sponsorship, publicity, telemarketing, digital ads, and coupons.
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Advertsing
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The structured and composed non-personal communication of information, usually paid for and usually persuasive in nature, about products by identified sponsors through various medias.
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Consumers
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People who buy products and services for their own, or someone else's personal use.
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Public Service Announcements
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An advertisement serving the public interest, often for nonprofit organizations, carried by the media for no charge.
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Goods
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Tangible products such as suits, soap, and soft drinks.
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Services
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A bundle of benefits that may or may not be physical, that are temporary in nature, and than come from a the completion of a task.
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Ideas
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Economic, political, religious, or social viewpoints that advertising may attempt to sell.
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Product
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The particular good or service a company sells.
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Medium
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An instrument or communication vehicle that carries or helps transfer a message from send to the receiver.
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WOM Adverstising
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The passing of information, especially product recommendations, in an informal, unpaid, person-to-person manner.
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Mass Media
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Print or broadcast media that reach very large audiences. Include radio, television, newspapers, etc.
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Marketing
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An organizational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and the stakeholders.
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Process
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A sequence of actions or methods aimed at satisfying consumer needs profitability.
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Marketing Mix
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Four P's
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Marketing Strategy
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The statement of how the company is going to accomplish it's marketing objectives.
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Advertising Strategy
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The Advertising objective declares what the advertiser wants to achieve with respect to customer awareness, attitude, and preference.
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Externalities
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Benefit or harm caused by the sale or consumption of products to people that are not involved in the transactions
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Branding
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A marketing function that identifies products and their source and differentiates them from other products.
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Preindustrial Age
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19th Century around time of printing press and advertising.
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Industrializing Age
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1700's- WW2 when manufactures focused on productions
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Consumer Packaged Goods
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Everyday-use consumer products packaged by manufacturers and sold through retail outlets.
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Product Differentiation
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Manufacturers portraying their brands as different from and better than similar products.
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USP
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The distinctive benefits that make a product different than any other.
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Positioning
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The associations of a brand's features and benefits with a particular set of customer needs, clearly differentiating it from the competition of another brand. Segmentations
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Segmentation
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Strategy of identifying groups of people with shared needs and characteristics.
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Postindustral
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1980. People paid attention the the environment.
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Demarketing
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Slow the demand for products.
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Sales promotion
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Extra incentives to accelerate the movement of the product from the producer to the consumer.
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Narrowcasting
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Delivering programming to a specific group based on demographics.
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Added Value
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The increase in worth of a products or service as a results of a particular activity.
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Primary Demand
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Consumer demand for a whole product category
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Selective Demand
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Consumer demand for the particular advantages of one brand over another.
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Abundance Principle
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States that an economy produces more goods and services that it can consumer.
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Puffery
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Exaggerated subjective claims that can't be proven true or false.
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Subliminal Advertising
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Advertisements with messages supposedly embedded in illustrations just below the threshold of perception.
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Stereotypes
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Negative or limited preconceived beliefs of a person or group that do not take into account different individuals
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Ethical Advertising
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Doing what the advertising believes is morally right
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Social Responsibiliy
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Acting in accordance with what society views as best.
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Privacy Rights
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Of or pertaining to an individuals right to prohibit personal information from being divulged to the public
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Cookies
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Bits of information that help with customization of repeat users.
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Deceptive Advertising
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Any ad that there is a misrepresentation, omission, or other practice that can mislead.
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Unfair Advertising
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Advertising that causes a consumer to be unjustifiably injured.
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Comparative Advertising
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Advertising that claims superiority to a competitors.
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Substantiation
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Evidence that backs up a conveyed survey or study
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Endorsements
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Use of people to endorse a product
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Testimonials
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The use of satisfied customers and celebrities to endorse a product in advertising.
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Affirmative Disclosure
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Advertisers must make known their products limitations or decencies.
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Consent Decree
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A document advertisers sign without admitting any wrongdoing.
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Cease-and Desisit
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prohibits further use of an ad.
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Corrective Advertising
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Explain and correct offending ads,
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Intellectual Property
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Something produced by the mind.
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patent
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A grant made by the government that confers upon the creator the rights.
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Trademark
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Words or symbols that identify a merchants good from other goods.
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Copyright
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An exclusive right given by the Copyright Act to authors and artist to product their works.
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Consumerism
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Social actions designed to dramatize the rights of the buying public
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Advertising Agencies
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Independent businesses that specialize in developing ad campaigns and crafting the ads for clients.
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Suppliers
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Assist advertisers and agencies with materials
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Local Advertising
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advertising by businesses within a city or county directed toward customers within the same geographical area
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Advertising Manager
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the individual in an organization who is responsible for the planning, coordinating, budgeting, and implementing of the advertising program
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Product Advertising
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A form of advertising that touts the benefits of a specific good or service
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Sales Advertising
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Short-term retail advertising that creates a sense of urgency with reduced prices for a limited time.
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Institutional Advertising
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A form of advertising designed to enhance a company's image rather than promote a particular product
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Classified Advertising
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Basic advertising found in newspapers and magazines and known as "want ads"
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Integrated Marketing Communications
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a management concept designed to make all aspects of marketing communication work together as a unified force
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Co-op Advertising
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a sales promotion where the manufacturer and the retailer share the cost
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Regional Advertisers
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companies that operate in one part of the country and market exclusively to that region
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National Advertisers
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companies that advertise in several geographic regions or throughout the country
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Centralized Advertising Department
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a staff of employees, usually located at corporate headquarter, responsible for all the organization's advertising
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Brand Managers
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managers who develop and implement the marketing strategies and programs for a specific product or brand
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Decentralized System
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the company sets up separate ad departments for different divisions, subsidiaries, and establish divisions in different regions or countries.
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Multinational Corporations
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An organization that manufactures and markets products in many different countries and has multinational stock ownership and multinational management
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Global Marketers
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multinationals that use a standardized approach to marketing and advertising in all countries
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International Media
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Media serving several countries, usually without change, that is available to an international audience.
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Foreign Media
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The local media of each country, for large campaigns targeted to consumers or businesses within a single country
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General Consumer Agency
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an agency that represents the widest variety of accounts, but it concentrates on companies that make goods purchased chiefly by consumers
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Business to Business Agency
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Clients that market products to other businesses
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Creative Boutiques
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an organization of creative specialists who work for advertisers and occasionally advertising agencies to develop creative concepts, advertising messages, and specialized art
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Media-buying Service
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an organization that specializes in purchasing and packaging radio and television time
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Interactive Agency
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an advertising agency that specializes in the creation of ads for a digital interactive medium
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Account Executives
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in advertising, client liaisons responsible for bringing in new business and managing the accounts of established clients
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Account Planning
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A system by which, in contrast to traditional advertising research methods, an agency assigns a coequal account planner to work alongside the account executive and analyze research data. This method requires the account planner to stay with the same projects on a continuous basis.
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Copy
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The words that make up the headline and message of an advertisement or commercial.
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Copywriters
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people who create the words and concepts for ads and commercials
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Art Directors
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along with graphic designers and production artists, individuals who determine how the ad's verbal and visual symbols will fit together
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Creative Director
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Head a creative team of agency copywriters and artists that is assigned to a client's business; is ultimately responsible for the creative product—the form the final ad takes.
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Production Department
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the department in an advertising agency that is responsible for managing the steps that transform creative concepts into finished advertisements and collateral materials
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Traffic Department
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People within an agency who are responsible for keeping track of project elements and keeping the work on deadline
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Sales Promotion Department
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larger agencies may have these to produce dealer ads, window posters, point-of-purchase displays, and dealer sales material.
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Departmental System
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the agency organizes its various functions-account services, creative services, marketing services, and administration-into separate departments.
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Group System
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the agency is divided into a number of "little" agencies or groups. Each group may serve one large account or, in some cases, three or four smaller ones.
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Media Commission
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compensation paid by a medium to recognized advertising agencies, traditionally 15 percent for advertising placed with it. (16.5 for outdoor)
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Markup
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A source of agency income gained by adding some amount to a supplier's bill,usually 17.65 %
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Fee-commission Combination
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a pricing system in which an advertising agency charges the client a basic monthly fee for its services and also retains any media commissions earned
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Straight-Fee Method
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retainer method, agencies charge for all their services, either by the hour or month and credit any media commissions earned to the client
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Incentive System
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A form of compensation in which the agency shares profit with client.
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In-house agency
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agency wholly owned by an advertiser and set up and staffed to do all the work of an independent full-service agency
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Speculative Presentation
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An agency's presentation of the advertisement it proposes using in the event it is hired. It is usually made at the request of a prospective client and is often not paid for by the client
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Art Studios
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design and produce artwork and illustrations for advertisments
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Web Design Houses
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employ specialists who understand the intricacies of web-based technologies and can design ads and web pages that are both effective and cost efficient.
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Printers
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Businesses that employ or contract with specialist who prepare artwork for reproductions
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Production Houses
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companies that specialize in film or video production
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Research Supplies
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Companies that conduct and analyze marketing research.
