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Chapter 13 Marketing
Definitions
| Question | Answer |
|---|---|
| Product/Brand Placement | Marketing communication activity in which companies have their products embedded in movies, TC shows, and other entertainment vehicles |
| Advertising | Non personal communication an identified sponsor pays for that uses mass media to persuade or inform an audience |
| Product Advertising | An advertising message that focuses on a specific good or service |
| Institutional Advertising | An advertising message that promotes activities, personality, or point of view of an organization or company. |
| Advocacy Advertising | A type of public service advertising an organization provides that seeks to influence public opinion on an issue because it has some stake in the outcome--> political commercials |
| Public Service Announcements (PSA) | Advertising run by the media without charge for not-for-profit organizations or to champion a particular cause |
| Advertising Campaign | A coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over time |
| Limited-Service Agency | An agency that provides one or more specialized service, such as media buying or creative development --> Dentsu, BBDO Worldwide |
| Full-Service Agency | An agency that provides most or all of the services needed to mount a campaign, including: research, creation of ad copy and art, media selection and production of the final messages |
| Ethical Issues in Advertising | 1. Advertising is manipulative 2. Advertising is deceptive and untruthful 3. Advertising is offensive and in bad taste 4. Advertising creates and perpetuates stereotypes 5. Advertising causes people to buy things they don't really need |
| Corrective Advertising | Advertising that clarifies or qualifies previous deceptive advertising claims |
| Puffery | Claims made in advertising of product superiority that cannot be proven or true |
| Creative Strategy | The process of turning a concept into an advertisement, figuring out how to say it, not what a company wants to say about itself |
| Advertising Appeal | The central idea of the ad |
| Unique selling proposition (USP) | An advertising appeal that focuses on one clear reason why a product is superior |
| Pretesting | A research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media |
| Media Planning | The process of developing media objectives, strategies and tactics for use in advertising campaign |
| Aperture | The best "window to reach the target market (both place and time) |
| Selective Binding | New technology that allows publishers to personalize their editions so they can include advertisements for local businesses in issues they mail to specific locations |
| Banners | Internet Advertising in the form of rectangular graphics at the top or bottom of web pages |
| Buttons | Small banner-type advertisements that can be placed anywhere on the webpage |
| Permission Marketing | E-mail advertising in which online consumers have the opportunity to accept or refuse the unsolicited email |
| Out-of-Home Media | A communication medium that reaches people in public places --> billboards, blimps, transit ads |
| Place-Based Media | Advertising media that trasmit messages in public places, such as doctor's offices and airports, where certain types of people congregate or "captive audiences" |
| Branded Entertainment | A form of advertising in which marketers integrate products into entertainment venues |
| Advergaming | Brand placements in video games |
| Media Schedule | The plan that specifies the exact media to use and when to use it |
| Advertising Exposure | The degree to which the target market will see and advertising message placed in a specific vehicle |
| Impressions | The number of people who will be exposed to a message placed in one or more vehicles |
| Reach | The percentage of target market that will be exposed to the media vehicle |
| Frequency | The average number of times a person in the target group will be exposed to the message |
| Gross rating Points (GRPs) | A measure used for comparing the effectiveness of different media vehicles = average reach x frequency |
| Cost per Thousand (CPM) | A measure used to compare the relative cost-effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1000 people or homes |
| Continuous Schedule | Maintains steady stream of advertising throughout the year |
| Pulsing Schedule | Varies the amount of advertising throughout the year based on when the product is likely to be in demand |
| Flighting | An extreme form of pulsing, in which advertising appears in short, intense bursts alternating with periods of little or no activity |
| Posttesting | Research conducted on consumers' responses to actual advertising messages they have seen or heard--? 3 forms are unaided recall, aided recall, and attitudinal measures |
| Unaided Recall | A research technique conducted by telephone survey or personal interview whether a person remembers seeing an ad during a specific period without giving the person the name of the brand |
| Aided Recall | A research technique that uses clues to prompt answers from people about advertisements they might have seen |
| Attitudinal Measures | A research technique that probes a consumer's beliefs or feelings about a product before and after being exposed to messages about it |
| Sales promotion | Programs designed to build interest in or encourage the purchase of a product during a specified period of time |
| Trade Promotions | Promotions that focuses on members of the "trade", which include distribution channel members such as retail salespeople or wholesale distributors, that a firm must work with in order to sell its products focus 1. discounts and deals increasing visibility |
| Merchandising Allowance | Reimburses the retailer for in-store support of the product |
| Case Allowance | A discount to the retailer or wholesaler based on the volume of the product ordered |
| Forward Buying | Consequence of Case Allowance, in which wholesalers purchase large quantities of the product during a discount period, warehouse them then don't buy again until another discount period |
| Co-op Advertising | A sales promotion where the manufacturer and retailer share the cost |
| Trade Shows | Events at which many companies set up elaborate exhibits to show their products, give away samples, distribute product literature, and troll for new business contacts |
| Promotional Products | Goodies such as coffee mugs, T shirts, and magnets given away to build awareness for the sponsor. Some freebies are given directly to consumers, others are intended for channel partners such as retailers or vendors |
| Point or Purchase (POP) Displays | Instore displays and signs |
| Push Money | A bonus paid by a manufacturer to a salesperson, customer, or distributor for selling its product |
| Rebates | Sales promotion that allow the customer to recover part of the product's cost from the manufacturer |
| Frequency Programs | Consumer sales promotion programs that offer a discount or free product for multiple purchases over time, also referred to as loyalty/continuity programs |
| Premiums | Items offered free to people who have purchased the product--> PRIZE IN CEREAL BOX |
| Product Sampling | Distributing free trial sized versions of a product to consumers |
| Public Relations (PR) | Communication function that seeks to build good relationships with an organization's publics, including consumers, stockholders and legislators |
| Objectives of PR | 1. Introduce new products to manufacturers and consumers 2. Influence gov't legislation 3. Enhance the image of the firm 4. Enhance image of a city, region or country 5. community involvement |
| Public Relations Campaign | A coordinated effort to communicate with one or more of the firm's publics |
| Press release | Information that an organization distributes to the media intended to win publicity |
| Lobbying | Talking with and providing information to government officials in order to influence their activities relating to an organization |
| Sponsorships | PR activities which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution |
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