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25 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Advertising |
An essential marketing tool to create brand awareness and loyalty. To bring people into the shop. Creative expressio . How a firm uses media to communicate. |
CEO Retail shop Art director Media planner |
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Integrated Brand Promotion (IBP) |
Is the process of using a wide range of promotional tools that work together to create widespread brand exposure. It is brand focused. |
Not broad Brand specific |
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Advertising |
Is a paid, mass-mediated attempt to persuade. |
Paid Paid Paid |
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Client / Sponsor |
Is the company or organization that pays for advertising. |
Who wants it? |
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Advertisement |
Refers to a specific message that an organization has created to persuade an audience. |
Organization |
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Advertising campaign |
Is a series of coordinated advertisements that communicates a resonably cohesive and integrated theme about a brand. |
Similar feel |
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Model of mass-mediated communication Production Source |
Interaction of advertiser, imagined audience, agency, media,and other social institutions taht results in production of advertising content |
What and who are making |
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Accommodation and Negotiation |
Message Intent |
Clutter |
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Reception Encoding and Decoding |
History , Individual audience and meanings formed |
3 things one after another |
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Source |
The origin/creator of the content |
Who made it |
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Household consumer's |
The most conspicuous audience in that most mass media is directed at them |
The most numerous buyers |
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Members of business organizations |
Focus of the advertising for firms that produce business and industrial goods and services |
What do offices need |
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Memebers of a trade channel |
Are a target audience for producers of both household and business goods and services |
Best buy Cisco Costco |
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Professionals |
Form a special target audience and are defined as doctors, lawyers, accountants, teachers, electricians |
Specialists |
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Trade Journals |
Like food tech, magazines, published specifically for members of a trade and carry technical article's of interest to that audience. |
Magazines for chef |
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Government officials and employees |
Constitute an audience in themselves due to the large dollar volume of buying that federal, state, and local governments do. |
President and staff |
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Global advertising |
Advertising that is used worldwide with only minor changes in the visual and message content. |
Worldwide |
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International advertising |
Occurs when firms prepare and place different advertising in different national markets for the same brand outside their home market. |
Mango flavored Pepsi in other places |
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National Advertising |
Reaches all geographic areas of a single nation. |
Mass media in the domestic U.S market |
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Regional advertising |
Is carried out by producers, whole salers, distributors, and retailers that concentrate their efforts in a relatively large but not national geographic region, to reach customers and potential customers. |
Safeway vs PigglyWiggly |
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Local advertising |
Tagets a single tradibg area |
A city |
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Marketing |
Is the activity, set of institutions, and processes for creating,communicating, delivering,and exchanging offerings that have value for customers, clients, partners, and society at large. |
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Brand |
Is a name term sign symbol or any other feature that identifies one seller's good or service. |
What is it |
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Brand extension |
Is an adaptation of an existing brand to a new product area |
Moving from tbe bay to other places |
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Brand loyalty |
Occurs when a consumer repeatedly purchases the same brand to the exclusion of competitors brand. |
Buy it over and over because its Honda |
