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ADVG 222 ch. 1
| Question | Answer |
|---|---|
| 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
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