Chapter 1
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
Help!
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| Advertising | the structured and composed non-personal communication of information, paid for and persuasive in nature, about products or ideas from sponsors
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| Marketing Communications | the various efforts and tools companies use to initiate and maintain communication with customers and prospects, including solicitation letters, newspaper ads, event sponsorships, publicity, telemarketing, and coupons
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| Consumers | people who buy products and services for their own personal use
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| Goods | Tangible products
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| Services | Bundle of benefits that may or may not be physical, that are temporary in nature, and come from a completion of a task
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| Ideas | Economic, political, religious or social viewpoints that advertising may attempt to sell
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| Product | particular good or service a company sells
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| Medium | instrument or communications vehicle that carries or helps transfer a message from the sender to the receiver.
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| Mass Media | print of broadcast media that reach very large auidiences. radio, tv billboards
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| Noise | ad message competing with other advertisements and other commercial and noncommercial products
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| Sponsor | company responsible for the message ad distribution of an advertisement. not the author but the sponsor pays for the creation of the ad and distribution
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| Author | Copy writer or art director or a creative group at the agency that is commissioned by the sponsor to create the advertising message
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| Persona | real or imaginary spokes person who lends some voice or tone to an advertisement or commercial
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| Autobiographical Messages | Style of advertising that uses firsts person "I" or to tell a story to the audience, "you"
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| Narrative Message | third person tells a story about others to an imagined audience
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| Implied consumer | consumers who are addressed by the ad's persona. they are not real but imagined by the ad's creators to be the ideal consumer--part of the drama of the ad.
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| Sponsorial Consumer | group of decision makers at the sponsor company or organization who decide if an ad will run or not, typically composed of executives and managers who have the responsibility for approving and funding a campaign
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| Actual Consumer | People in the real world who are the ad's target audience . they are the consumers the message is directed at.
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| Drama Message | one for the 3 literally forms of advertising message the character act out the events directly in front of an imagined empathetic audince
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| Process | planned series of actions or methods to take place sequentially like developing products, pricing them, making them available to customers through a distribution network, promoting them through sales and advertising activities
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| Marketing | planning and executing the conception, pricing, promotion, and distribution of ideas, goods ,and services to create exchange that satisfies the perceived needs,wants and objectives of individuals and organizations
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| Target Market | the group to whom the message is directed to
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| Target Audience | who the message is directed to
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| Consumer Advertising | directed at the ultimate consumer of the product or the person who will buy the product for someone else's personal use
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| Retail Advertising | sponsored by retails and businesses
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| Business Advertising | directed at people who buy or specify goods and services for business use aka business to business advertising
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| Business to Business( B2B) | same as business advertising "aka"
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| Trade Advertising | to middlemen to stimulate wholesalersand retailers to buy goods for resla eto their customers
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| Professional Advertising | directed at individuals who are normally licensed to operate under a code of ethics or a set of professional standards
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| Agricultural Advertising | directed to farmers as business people and other agricultural businesses
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| Price Advertising | all based on the price
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| Image Advertising | type of advertising intended to create a particular perception of the company or personality for the brand
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| Sale Advertising | designed to stimulate the movement of particular merchandise or generally increase store traffic by placing the emphasis on special reduced prices
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| Global advertising | through various countries throughout the world--with consistent message
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| International Advertising | Aimed at foreign markets
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| National advertising | nationally advertise products in its own country
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| Local advertising | within a city or country with people in the same geographical area
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| Regional advertising | used by companies that market their products goods services in a limited geographical region
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| Personal selling | sales method with person to person contact like a tele marketeer
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| Product advertising | advertising to promote goods and services --a functional classification of advertising
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| Value | the ratio of perceived benefits to the price of the product
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| non-product advertising | designed to sell ideas or philosophy rather than products and services
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| non commercial advertising | advertising sponsored for a charitable event, civic group, religious order, political organization, or non profit group to stimulate donations, persuade people to vote one way or another or to bring attention to social clause
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| awareness advertising | attempts to buil the image of a product or familiarity with the name and package
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| action ( direct response) advertising | immediate action on the part of the reader or viewer
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| Sale promotion | direct inducement offering extra incentives all along the marketing route to accelerate through distribution channels to consumers--to accelerate the movement of the product from the producer to the consumer
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| Public relations | to manage a companies reputation for the goodwill of the company
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| Public relations advertising | attempts to improve a companies relations and image with the public
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| collateral materials | all of the accessory non-media advertising materials prepared by manufacturers to help dealers sell a product --booklets , brochures, films, sales kits, trade show exhibits
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Created by:
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