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FBLA Advertising
| Term | Definition |
|---|---|
| Advertiser | the client (persons, organizations, companies, and manufacturers of products and services) that needs creative messages (advertisements) and advertising campaigns to reach target markets |
| Advertising | a paid form of communication intended to inform, persuade, and remind an audience to take some kind of action |
| Advertising Agency | a marketing business that plans, creates, and manages the advertising for other businesses (clients) |
| Boutique Advertising Agency | a small, specialized advertising company that outsources many of its services; also referred to as a virtual ad agency |
| Brand | the combination of unique qualities of a company, product, or product line |
| Brand Advertising | a form of advertising that is used to build an image based on the set of values held by the company |
| Consumer | the end user of a product or service |
| Corporate Advertising | a form of advertising that is intended to enhance a company's reputation or build goodwill |
| Green Marketing | the use of advertising to support and improve the environment |
| Industry Trade Groups | trade associations that are founded and funded by businesses operating in a specific industry and that are responsible for public relations activities such as advertising, education, political donations, lobbying, and publishing |
| Infomercial | a lengthy paid advertisement that showcases the benefits of a product |
| Product Advertising | a form of advertising that uses rational arguments to communicate why consumers need a specific product by highlighting the benefits associated with the use of that product |
| Advertising Campaign | a series of related advertisements with a common theme or idea that focuses on a specific product, service, brand, or message |
| Buying Motives | the driving forces that cause consumers to buy products and services |
| Consumer Behavior | the way consumers make decisions, choose among alternatives, and use products |
| Convince Products | types of products that are purchased regularly without much planning |
| Culture | the shared attitudes and behaviors of a specific social group |
| Emotional Motives | reasons to make a purchase based on feelings, beliefs, or attitudes |
| Extensive Decision Making | the methodical consumer decision-making process used to buy an infrequently purchased product |
| Limited Decision Making | the consumer decision-making process in which a moderate amount of time is spent collecting and comparing information about an unfamiliar product or brand |
| Need | anything you require for survival |
| Patronage Motives | reasons to make a purchase based on loyalty |
| Rational Motives | reasons to make a purchase based on facts or logic |
| Reference Group | an organization or group of people that an individual identifies with and admires |
| Routine Decision Making | the consumer decision-making process for frequently purchased, low-cost products that require little thought |
| Shopping Products | types of products that consumers want to own after they meet personal needs |
| Specialty Products | types of products that have a strong brand loyalty |
| Unsought Products | types of products that are not actively sought out by consumers |
| Want | something that is desired |
| Benefit Segmentation | the segmentation of consumers based on specific benefits they expect to receive from a product or service |
| Customer Profile | a description of the characteristics exhibited by an individual who is likely to buy a business's products or services |
| Demographic | consumer characteristics such as age, gender, race, marital status, income, education level, and occupation |
| Geographic Segmentation | the segmentation of consumers based on where they live |
| Integrated Marketing Communication (IMC) | strategy used to plan, execute, and monitor all promotional messages about a product to ensure consistency among all those messages |
| Market Segmentation | the process of dividing a large group of consumers into meaningful subgroups based on identifiable and similar characteristics and needs |
| Market Share | a business's portion of the total sales generated by all of the businesses operating in the same market |
| Marketing | all of the processes used to identify, create, and maintain exchange relationships that satisfy inidividuals and organizations |
| Marketing Concept | identifying and satisfying the needs of customers during the development and marketing of a product or services |
| Marketing Functions | related activities that must be completed to accomplish an important marketing goal |
| Marketing Mix | the combination of four marketing elements - product, price, distribution, and promotion - used by a business |
| Marketing Plan | a written description of the marketing objectives and the planned marketing strategies and activities required to meet those objectives |
| Mass Marketing | a marketing strategy used to appeal a large , general group of consumers |
| Niche Market | a smaller market that has a unique set of needs |
| Product Usage | the amount of a product purchased and used by a consumer |
| Psychographics | a description of consumers' interests, attitudes, opinions, and lifestyles |
| Target Market | a specific group of the consumers to whom the business wants to sell its products or services |
| Brand Extensions | a marketing strategy that allows a business to use one of its well-known brand names in a new product category |
| Consumer Credit | financing made available by retailers to assist consumers in making purchases |
| Elastic Demand | occurs when the demand for a product is affected by its price |
| Inelastic Demand | occurs when a change in a price has very little effect on the demand for a product |
| Intensive Distribution | a marketing strategy to sell a product at as many locations as possible |
| Licensed Brand | a well-known brand owned by one company that is sold for use by another company |
| Markdown | a reduction form the original selling price |
| Nonprice Competition | a pricing strategy by which a company tries to distinguish its product or service from competing products based on factors other than price, such as design, quality, and workmanship |
| Obsolecense | occurs when a product is out of date, no longer wanted, or unusable |
| Penetration Pricing | a pricing strategy in which a low price is set for new products to gain a larger market share rapidly |
| Price Competition | a pricing strategy by which a company tries to distinguish its product or service form competing products based on low price |
| Price Equilibrium | the point at which demand and supply are equal |
| Price Skimming | a pricing strategy in which a high price is set to emphasize the uniqueness of a product and to recover the product development costs quickly |
| Product Life Cycle | the sequence of stages that a product goes through during its time on the market; there are four stages - introduction, growth, maturity, and decline |
| Product Line | a group of closely related products with slight variations developed by the same business |
| Product Mix | the product assortment, which includes all of the different products a business sells |
| Trade Credit | financing offered by one business to another business |
| Trademark | a company's exclusive right to use a brand name |
| Business-to-Business Marketing | the process by which businesses purchase products or services from other businesses |
| Channel of Distribution | the path on which products and services flow from the producer to the final consumer |
| Direct Channel | distribution method by which producers sell directly to final consumers |
| Distribution | the methods used by businesses to get their products to customers |
| Distribution Center | a large facility that offers a variety of supply chain services to help move a product to the marketplace more efficiently |
| Electronic Data Interchange (EDI) | the electronic exchange of information between the purchaser and supplier |
| Exports | products and services sold to another country |
| Imports | distribution method that involves intermediaries, or individuals and businesses that move a product from the producer to the consumer |
| Invoice | an itemized bill for products and services that states the terms of payment |
| Kiosk | a small, free-standing booth containing a computer or display screen that distributes product information |
| Logistics | the physical distribution process that involves transporting, storing, and delivering products throughout the supply chain |
| Point-of-Sale (POS) System | a computerized system that updates inventory records as each sale occurs |
| Purchase Order | a form listing the types, quantities, and prices of products ordered |
| Supply Chain | all of the businesses involved in the flow of products, services, resources, and information from the producer to the consumer |
| Warehouse | a building designed to store large quantities of products safely |
| Close | the step in the sales process when the customer decides to buy a product or service |
| Demonstration | a personalized presentation that shows how a product can benefit and proved value to the customer |
| Direct Marketing | a promotional technique used to get consumers to buy products or services form a nonretail setting |
| Endorsement | a public expression of approval or support for a product or service |
| Follow-Up | the act of contacting the customer after the sale to ensure satisfaction +B80 |
| Personal Selling | face-to-face communication between the buyer and seller that attempts to influence the buying decision |
| Preapproach | the process of researching prospective customers before initially contacting them |
| Press Release | a written statement to inform the media about a new product or special event |
| Promotion | all communications used by a business to create a favorable impression of its products or services |
| Promotional MIx | a combination of advertising, public relations, personal selling, and sales promotion used by businesses to reach their target market |
| Promotional Plan | an outline of how ll of the elements in the promotional mix will work together to reach the target market |
| Public Relations | activities and events that create goodwill for a business or other organization |
| Publicity | any nonpaid form of communication designed to arouse public interest about a product, service, business, or event |
| Sales Promotion | the use of marketing activities that provide extra value and buying incentives for customers |
| Suggestion Selling | offering customers related products and services that could enhance the use of their purchased product |
| Visual Merchandising | the process of displaying products in a way that makes them appealing and enticing to customers |
| Aerial Advertising | advertising in the sky |
| Banner Ad | a small, rectangular advertisement that usually appears at the top or side of web page and contains a link to the advertiser's site |
| Blog | a website maintained by an individual or business where entries (posts) that are intended for public access are made on a regular basis |
| Cinema Advertising | ads that run in movie theaters before the start of movies |
| Frequency | the number of times a person is exposed to an advertisement |
| Lead Time | the amount of time required to produce and place an advertisement |
| Media | the channels of communication used to send a message to the target market |
| Mobile Advertising | ads directed to consumer's Internet-enabled mobile devices, such as smartphones, MP3 players, and digital tablets like the iPad |
| Online Advertising | a form of promotion that uses the Internet and World Wide Web as the advertising medium to deliver marketing messages that attract customers |
| Phishing | an Internet scam by which an e-mail falsely claims to be a legitimate business or other organization in an attempt to get personal information |
| Pop-Up Ad | an online advertisement that opens on top of the current web page being viewed |
| Product Placement | a form of advertising in which a business's product, service, or name is used in a television show, movie, video game, or other form of entertainment |
| Reach | the total number of people who will be exposed to an advertisement over a period of time |
| Search Engine Ad | an ad which an advertiser pays the search engine to place it near relevant search results based on keywords; also known as paid search |
| Social Media | websites where users create and share information |
| Spam | an unwanted online communication that is sent out in mass |
| Transit Advertising | ads that appear on the interior or exterior of public transportation (buses, taxis, subways) and other vehicles |
| Brainstorming | an organized approach of generating a large number of ideas in a group |
| Coupon | a certificate that entitles the buyer to a price reduction on a product or service |
| Creative Brief | a description of what the advertising campaign is to accomplish |
| Dea Loader | a premium given by a manufacturer to a retailer for ordering a certain quantity of a product |
| Focus Group | a small number of people recruited to discuss a topic being studied |
| Marketing-Information System | an organized method of collecting, storing, processing, and reporting information that is needed to make marketing decisions |
| Premium | an item offered to consumers for free or at a reduced price with the purchase of another item |
| Primary Market Research | the process of collecting data for the first time to use in solving a specific problem |
| Push Money | a bonus given by manufacturers to salespeople for selling a specific brand |
| Rebate | a refund of money offered to consumers who purchase a specific product |
| Sample | a smaller group that is representative of the target market |
| Sampling | providing consumers with the opportunity to use a product on a risk-free trial basis |
| Secondary Market Research | the process of collecting data perviously gathered for other purposes |
| Survey | a list of questions used to obtain facts, opinions, and attitudes |
| Trade Allowance | a reward offered by manufacturers to retailers in exchange for supporting the manufacturer's brand by performing various marketing activities; also called a trade deal |
| 4C's Model | a communication model that includes for components: comprehension, connection, credibility, and contagiousness |
| Agenda | a list of topics to be discussed at a meeting |
| Communication | the exchange of meaningful information between two or more people |
| Communication Channel | the medium used to distribute a message |
| Context | the situation in which communication occurs |
| Decoding | the interpretation of the language and symbols to uncover the meaning of a message |
| Encoding | the conversion of ideas or thoughts into a message |
| Feedback | the receiver's response to a message |
| Hedonic Needs | needs that focus on enjoyment and pleasure |
| Interpersonal Communication | communicating "one on one" with another person |
| Involuntary | the kid of attention a consumer gives an advertising message that uses various attention-gaining techniques |
| Mass Communication | communicating a message to a large, diversified audience using mass media |
| Noise | any distraction or interference that acts as a barrier to a message |
| Unique Selling Proposition | an advertisement that emphasizes a unique quality or significant consumer benefit |
| Synergy | the sum of the results produced by a team |
| Approach | the first contact that the salesperson makes with the customer |
| Voluntary Attention | the kind of attention a consumer devotes to an advertising message that meets his or her current purchasing goals |
| Advertising Plan | a description of the goals of an advertising campaign, methods to use to accomplish those goals, and ways to evaluate whether those goals are achieved |
| Attitude Study | a survey that measures consumer attitudes before and after exposure to an ad |
| Comparison Advertising | ads that promote the superiority of a brand by comparing its features to those of a competitive brand |
| Copywright | the process of using words to express creative ideas and concepts |
| Creative Strategy | a description of who the target market is, what the advertising message should be, and how the message will be communicated |
| Illustration | the actual drawing, photography, or other type of art used in an advertisement |
| Image Advertising | ads that promote the general perception of a product or service rather than its function or purpose |
| Layout | a drawing of the print advertisement showing where all the elements in the ads are positioned |
| Recall Test | a drawing of the print advertisement showing where all the elements in the ad are positioned |
| Recognition Test | a test that measure a lower level of brand awareness by determining whether audience members remember seeing an ad |
| Resonance Test | a test that measures the extent to which an advertising message resonates or strikes a chord with the target audience |
| Return on Investment (ROI) | the amount earned as a result of money invested, expressed as a percentage |
| Situational Analysis | a description of the environment in which a business is operating |
| Slogan | a short, memorable phrase that establishes an identity for a brand |
| Storyboard | a sketch that provides the play-by-play sequence of visual scenes and ad copy used in a television advertisement |
| SWOT Analysis | an examination of business's strengths, weaknesses, opportunities, and threats |
| Brand Awareness | the extent to which a brand is recognized and associated with a specific product or service |
| Brand Equity | the value that a company realizes from having a product with a recognizable name |
| Brand Image | the consumer's impression of a brand |
| Brand Loyalty | the consumer's commitment to purchase one brand over all other brands |
| Branding | a marketing strategy used to build brand recognition |
| Consumer-Oriented Advertising | ads created from the customer's perspective to make the message more appropriate and significant for customers |
| Consumer-Oriented Sales Promotion | a variety of incentives designed to encourage customers to buy a specific brand |
| Cross-Selling | a direct marketing program aimed at customers who already purchase other products from the company |
| Direct Retailing | the process of selling products through representatives who work door-to-door or at home sales parties |
| Generic Brand | a no-name product that competes with brand-name products |
| Marketing Database | a collection of names, addresses, and behavioral information gathered from individual customers |
| RFM Analysis | an analysis that calculates the value of each customer based on recency, frequency, and monetary factors |
| Sponsorship | a company's support of an issue, cause, or event that is consistent with company objectives |
| Stereotype | a generalization about the "typical" characteristics of a specific group of individuals |
| Tie-In Promotion | a joint of two or more products or services |
| Balance Sheet | a financial statement that summarizes a company's assets, liabilities, and owner's equity (net worth) as of a specific date |
| Commission Systems | a payment method by which an advertising agency is compensated based on the amount of money a business (advertiser) spends on advertising media |
| Competition-Matching | an advertising budgeting method that is based on the amount of money spent by competitors on advertising |
| Cost of Living | the average cost of basic necessities of life such as housing , food, clothing, utilities, transportation, health care, and other miscellaneous expenses |
| Discretionary Income | the amount of money remaining for spending and saving after taxes and other essential expenses are paid |
| Fee System | a payment method by which an advertising agency is paid an hourly rate for different services provided |
| Gross Domestic Product (GDP) | the total value of all products and services produced by a country with a certain time period |
| Incentive-Based System | a payment method by which an advertising agency's fee is based on the achievement of agreed-upon performance objectives |
| Income Statement | a financial statement that reports a company's revenues, expenses, and net loss or profit for a specific period of time |
| Inflation | an increase in the general level of prices for products and services and a decrease in purchasing power |
| Market Response Model | an advertising budgeting method that examines the number of sales generated in relation to the dollar amount spent on advertising |
| Objective-and-Task Method | an advertising budgeting method that estimates the cost of achieving advertising objectives |
| Percentage-of-Sale Method | an advertising budgeting method that sets the budget as a fixed percentage of past or projected sales |
| Purchasing Power | the value of a dollar (or other unit of currency) as measured by the amount of products and services it can buy |
| Recession | a period of time when the economy experiences a downturn |
| Share of Voice | a company's portion (percentage) of overall advertising in a specific product category |
| Affirmative Disclosure | the act of including material facts that were not disclosed in a previous ad in all future ads |
| Alcohol and Tobacco Tax and Trade Bureau (TTB) | the government agency that implements and enforces a broad range of provisions to ensure that alcohol products are created, labeled, and advertised in accordance with federal laws and regulations |
| Boycott | an organized effort to avoid purchasing goods and services from a particular company |
| Cease-and-Desist Order | a legal order to discontinue a deceptive ad |
| Change Agents | people who bring about meaningful changes that dd value to their lives and other's |
| Consumerism | the organized effort of consumers to influence business practices |
| Defamation | the act making a false or derogatory statement that gives a negative impression about a competing business or product |
| Ethics | moral principles that guide the actions and behaviors of a person or group |
| Federal Communications Commission | the government agency that monitors and regulates interstate and international communications by radio, television, wire, satellite, and cable |
| Food and Drug Administration | the government agency that ensures food, cosmetics, drugs, and medical devices are safe and effective |
| Puffery | an exaggeration or a subjective opinion used to sell products |
| Subliminal Message | information that your subconscious, or unconscious mind, receives without you fully realizing that you're receiving it |
| Acculturation | the process by which members of one cultural group adopt the beliefs and behaviors of another group |
| Back Translation | the process of translating a message that has already been translated into a foreign language back to the original language |
| Cultural Diversity | the coexistence of different ethnic, gender, racial, and socioeconomic groups |
| Dumping | a pricing practice by which a company sells an exported product for a much lower price that the price charged for the same or similar product in the home market of the exporter |
| Ethnocentrism | the tendency to view and value things based on one's own cultural beliefs |
| Explicit Communicators | people who convey information in a concise, direct and structured manner |
| Infrastructure | a country's transportation, communication, and utility systems |
| International Trade | the sale of products and services to people in other countries |
| Nonverbal Communication | any method of conveying information without using words |
| Picturing | the use of pictures to communicate a message |
| Translator | an interpreter who converts a message from one language to another |
| Career Portfolio | a collection of projects, work experiences awards, a resume, and other items that applicants present to prospective employers to validate their value to the company |
| Corporate Value | an organization's values, beliefs, and behaviors |
| Discrimination | the act of treating one person less favorably that another person because of race, color, religion, gender, or national origin |
| Empowering | giving others substantial responsibility and the freedom to make their own decisions |
| Harassment | unwelcome verbal or physical conduct |
| Hard Skills | technical skills that are learned through training |
| Informational Interview | a meeting with a human resource representative or manager of a company where you might like to work to obtain general information and advice about the company |
| Initiative | taking action without being asked to do so |
| Internship | a hands-on learning experience related to career goals and interests |
| Leadership | the ability to motivate and direct a group of people to achieve a common goal |
| Mentor | an individual who acts as a role model and rpovides trining and advice |
| Multifaceted | having more skills than those required for an employee's specific position |
| Networking | the process of developing a broad list of contacts with other people, groups, or organizations |
| Punctual | being exactly on time or a little ahead of schedule |
| Skill Set | the unique skills and abilities that an individual brings to the job market |
| Soft Skills | a cluster of personal qualities, habits, attitudes, and social graces that enhance a person's job performance |
| Team | a small group of employees who work together to achieve a specific goal |
| Time Management | the act of budgeting time to increase efficiency and productivity |
| Workplace Bullying | repeated, unreasonable actions of individuals (or group) directed toward an employees (or a group of employees) for the purpose of intimidating, degrading, humiliating, or undermining the employee |
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