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ADVG 222 ch. 1

Advertising paid persuasive communication that uses non-personal mass media – as well as other forms of interactive communication – to reach broad audiences to connect an identified sponsor with a target audience
Hard-sell use reasons to persuade customers
Soft-sell build an image for a brand and touch consumers’ emotions.
Marketing the process a business uses to satisfy consumer needs and wants by providing goods and services
Product category the classification to which the product is assigned
Target market the particular group of consumers thought to be potential customers for the goods and services.
Marketing mix product, price, place, and promotion
Marketing communication includes a number of related communication techniques used in marketing – sales promotion, public relations, advertising, direct response, sponsorships and events, packaging, and personal selling.
Advertiser the person or organization that uses advertising to send out a message about its products
Advertising departments department within a large company whose primary responsibility is to act as a liaison between the marketing department and the advertising agency and other vendors.
Agency-of-record an agency which does most of an advertisers business and may even manage other agencies.
In-house agency an advertising agency within the company that performs all the functions of an outside advertising agency
Media player composed of the channels of communication that carries the message from the advertiser to the audience
Suppliers/vendors people who provide specialized services to advertising agencies
Target-audience people who can be reached by a certain advertising medium and a particular message.
Brand Advertising focuses on the development of a long-term brand identity and image.
Effects the impact created by an advertisement and the target audiences response to the message.
Objective the desired impact
Buzz people talk about the product, the idea, and the event
Integrated Marketing communication (IMC) the practice of unifying all marketing communication tools so they send a consistent, persuasive message promoting company goals.
Stakeholders all those groups of people who have an interest in the brand
5 key components of Advertising 1. Paid communication, 2. Sponsor is identified, 3. Tries to persuade or influence, 4. Reaches large audience, 5. Conveyed through impersonal mass media
4 Roles of Advertising within society and business Marketing, communication, economic, societal
discussion of communication as a role of advertising within business and society. advertising is a form of mass communication wich reaches a mass audience, introduces products, explains important changes, reminds and reinforces, and persuades.
discussion of economic as a role of advertising within business and society. advertising creates a demand for a particular product
discussion of societal as a role of advertising within business and society. helps us compare products and features, keeps us informed about innovations and issues, mirrors fashion and design trends, adds to our aesthetic sense, teaches about new products and how to use them, sets up role models, and offers mode of expression.
What are the 7 functions of Advertising within society and business builds awareness of products and brands, creates a brand image, Provides product and, brand information, Persuades people, Provides incentives to take action, Provides brand reminders, Reinforces past purchases and brand experiences
first function of advertising Builds awareness of products and brands
2nd Function of advertising creates brand image
3rd function of advertising provides product and brand information
4th Function of Advertising Persuades people
5th function of advertising provides incentives to take action
6th function of advertising provides brand reminders
7th function of advertising Reinforces past purchases and brand experiences
the key players in creating advertising the advertiser, the advertising agency, the media,the suppliers/venders, and the target audience
Role of the advertiser in creating advertising person who hires the advertising company, pay for the expenses, makes final decisions about target audience and budget, identifies marketing problem
the role of the advertising agency in creating advertising. plan, implement advertising efforts
the role of the media in creating advertising. sells the ad space or time, assist advertisers in comparing effectiveness of media, assist in design and production of advertisements.
the role of the suppliers/venders in creating advertising. outside people who work in a specialized area i.e. artist, photographer, etc.
the role of the target audience in creating advertising. product users and buyers, all advertising starts with the identification of the target audience
7 different types of advertising Brand, Retail/local advertising,Direct-Response advertising, Business-to-business advertising, institutional advertising, nonprofit advertising, Public service advertising.
Retail/local advertising advertising designed to drive merchandiser traffic
Direct-Response advertising advertising designed to stimulate an immediate sale
Business-to-business advertising advertising designed not for consumers but rather for other businesses
institutional advertising focuses on establishing a positive corporate identity
brand focuses on developing a long-term brand identity and image
nonprofit advertising advertising by nonprofits for customers, members, volunteers and donations.
Public service advertising communicate a message on behalf of a good cause.
characteristics of effective advertising To creates an impression, influences people to respond, and separates the product from the competition, catches attention, reminds/reinforces customers.
changes affecting the advertising industry An Expanded View of Advertising,Integrated Marketing Communication, Globalization
An expanded view of advertising With internet, and other marketing media. marketing has become more personal, almost anything that is “effective” is advertising.
Integrated Marketing Communication basically all public communications work together to build brand image
Globalization international markets opened up, now ad agencies have this wide open new market.
Created by: marissam06