Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
39 Cards in this Set
- Front
- Back
Advertising plan
|
A subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful
|
|
Pull strategy
|
The goal is to get consumers to pull the product into the supply chain by demanding it
|
|
Push strategy
|
Designed to increase demand by focusing on wholesaler, retailers, or salespeople
|
|
Informative advertising
|
A communication used to create and build brand awareness, the the ultimate goal of moving the consumer through the buying cycle to purchase
|
|
Persuasive advertising
|
A communication used to motivate consumers to take action
|
|
Reminder advertisements
|
A communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle
|
|
Product-focused advertisements
|
Inform, persuade, or remind consumers about a specific product or service
|
|
Institutional advertisements
|
Inform, persuade, or remind consumers about issues related to places, politics, or an industry
|
|
Public service advertising (PSA)
|
Focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups
|
|
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)
|
The common theme or slogan in an advertising campaign
|
|
Informational appeals
|
Help consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides
|
|
Emotional appeals
|
Aims to satisfy consumers' emotional desires rather than their utilitarian needs
|
|
Media planning
|
Refers to the process of evaluating and selecting the media mix
|
|
Media mix
|
The combination of the media used and the frequency of advertising in each medium
|
|
Media buy
|
The actual purchase of air time or print pages, is generally the largest expense in the advertising budget
|
|
Mass media
|
Channels include national newspapers, magazines, radio, and television and are ideal for reaching large numbers of anonymous audience members
|
|
Niche media
|
Channels are more focused and generally used to reach narrower segments, often with unique demographic characteristics or interests
|
|
Advertising schedule
|
Specifies the timing and duration of advertising
|
|
Continuous schedule
|
Runs steadily throughout the year and therefore is suited for products and services that are consumers continually and at relatively steady rates
|
|
Flighting
|
An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising
|
|
Pulsing
|
Combines the continuous advertising with flighting schedules by maintaining a base level of advertising but increasing intensity during certain periods
|
|
Pretesting
|
Refers to 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 problem with the message or the medium
|
|
Posttesting
|
The evaluation of the campaign's impact after it has been implemented
|
|
Lift
|
Additional sales caused by the advertising
|
|
Puffery
|
Legal exaggeration or praise, stopping just short of deception, lavished on a product
|
|
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
|
Occurs when corporations support various activities, usually in the culture of sports and entertainment sectors
|
|
Deal
|
Refers to a type of short-term reduction that can take several forms, such as a "featured price,: a price lower than the regular price
|
|
Premium
|
Offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing
|
|
Contest
|
Refers to a brand-sponsored competition that requires some form of skill or effort
|
|
Sweepstakes
|
Do not require the entrant to complete a task other than buying a ticket or filling out a form
|
|
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 incentive to customers who make multiple purchases over time
|
|
Point-of-purchase displays (POP)
|
Merchandise displays located at the point of purchase, such as a checkout counter
|
|
Rebates
|
A particular type of price reduction in which a portion of the purchase price is returned by the seller to the buyer in the form of cash
|
|
Product placement
|
When marketers pay to have their product included in nontraditional situations, such as a scene in a movie
|
|
Cross-promoting
|
When two or more firms join together to reach a specific target market
|