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World of Advertising
Advertising
| Term | Definition |
|---|---|
| Mobile Marketing | communicating with target markets through mobile devices like smartphones or iPad or Surface tablet devices |
| Advertising | a paid, mass -mediated attempt to persuade |
| Client or Sponsor | company or organization that pays for advertising |
| Integrated Brand Promotion | the process of using a wide range of promotional tools that work together to create widespread brand exposure |
| Advertisement | specific message that an organization has created to persuade an audience |
| Advertising campaigne | series of coordinated advertisements that communicate a reasonably cohesive and integrated theme about a brand |
| Audience | group of individuals who receive and interpret messages sent from companies or organizations |
| Target audience | particular group of consumers singled out by an organization for an advertising or IBP campaign |
| Global advertising | advertising that is used worldwide with only minor changes in the visual and message content |
| International advertising | firms prepare and place different advertising in different national markets for the same brand outside their home market |
| National advertising | reaches all geographic areas of a single nation |
| Regional advertising | producers, wholesalers, distributors, and retailers that concentrate their efforts in a relatively large geographic region |
| Local advertising | directed at an audience in a single trading area |
| Cooperative advertising | sharing of advertising expenses between national companies and local merchants |
| Marketing | process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services |
| Brand extension | adaptation of an existing brand to a new product area |
| Brand loyalty | consumers repeatedly purchases the same brand to the exclusion of competitors' brands |
| Brand equity | set of brand assets linked to a brand, its name and symbol |
| Market segmentation | process of breaking down a large, heterogeneous market into submarkets that are homogeneous in terms of consumer characteristics |
| Differentiation | process of creating a perceived difference between a brand and its competition |
| Positioning | designing a brand to occupy a distinct and valued place in the target consumer's mind |
| External position | niche the brand will pursue relative to all the competitive brands |
| Internal position | position achieved with regard to the other, similar brands marketed by the firm |
| Repositioning | firm believes that a brand needs to be updated to address changing market conditions |
| Primary demand stimulation | creating demand for an entire product category |
| Selective demand stimulation | points out a brand's unique benefits compared to the competition |
| Direct response advertising | encourages immediate action by consumer |
| Delayed response advertising | relies on imagery and message themes that emphasize the benefits and satisfying characteristics of a brand |
| Corporate advertising | creates a favorable attitude toward a company as a whole |
| Brand advertising | communicates the specific features, values, and benefits of a particular brand offered for sale by a particular organization |
| Gross domestic product (GDP) | measure of the total value of goods and services produced within an economic system |
| Symbolic value | what a product or service means to consumers in a nonliteral way |
| Social meaning | what a product or service means in a societal context |
Created by:
bwilber