Slide 1Advertising MessageAdvertising PlanAdvertising Strategy/Creative MixBottom-Up MarketingCommunications MediaCorporate ObjectivesEmpirical Research MethodEndcap PromotionIntegrated Marketing Communications (IMC)Lifetime Customer Value (LTCV)Marketing ObjectivesMarketing PlanMarketing StrategyNeed-Satisfying ObjectivesObjective/Task MethodPercentage-of-Sales MethodPositioning StrategyProduct ConceptRelationship MarketingSales-Target ObjectivesShare-of-Market/Share-of-Voice MethodSituation AnalysisStakeholdersSWOT AnalysisTactics (Action Programs)Target AudienceTop-down MarketingValueCie NicholsonContemporary AdvertisingChapter 8: DefinitionsThe definitions are given, you generate termsTwelfth EditionArens, Weigold, ArensRun “slideshow” in PowerPoint to viewAdvertising MessageAn element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it – verbally or nonverballyAdvertising PlanThe plan that directs the company’s advertising effort. A natural outgrowth of the marketing plan, it analyzes the situation, sets advertising objectives, and lays out a specific strategy from which ads and campaigns are createdAdvertising Strategy/Creative MixThe methodology advertisers use to achieve their advertising objectives. The strategy is determined by the particular creative mix of advertising elements the advertiser selects, namely: target audience, product concept; communications media; and advertising message.Bottom-Up MarketingThe opposite of standard, top-down marketing planning, bottom-up marketing focuses on one specific tactic and develops it into an overall strategyCommunications MediaAn element of the creative mix, comprising the various methods or vehicles that will be used to transmit the advertiser’s messageCorporate ObjectivesGoals of the company stated in terms of profit or return on investment. Objectives may also be stated in terms of net worth, earnings ratios, growth, or corporate reputationEmpirical Research MethodA method of allocating funds for advertising that uses experimentation to determine the best level of advertising expenditure. By running a series of tests in different markets with different budgets, companies determine the most efficient level of expenditureEndcap PromotionA merchandising method that uses special displays on shelving at the end of aisles in a store. Endcap promotions usually highlight sale merchandise or new products. Such promotions are often one part of a large promotion program that includes coupons, discounts or other enticementsIntegrated Marketing Communications (IMC)The process of building and reinforcing mutually profitable relationships with employees, customers, or other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to make constructive contact with the company/brand through a variety of mediaLifetime Customer Value (LTCV)A measurement of a consumer’s economic value to a company over the course of his or her entire lifetime which comes from developing lasting relationshipsMarketing ObjectivesGoals of marketing effort may be expressed in terms of the needs of specific target markets and specific sales objectivesMarketing PlanThe plan that directs the company’s marketing effort. First, it assembles all the pertinent facts about the organization, the markets it serves, and its products, services, customers, and competition. Second, it forces the functional managers within the company to work together - product development, production, selling, advertising, credit, transportation – to focus efficiently on the customer. Third, it sets goals and objectives to be attained within specified periods of time and lays out the precise strategies that will be used to achieve themMarketing StrategyThe statement of how the company is going to accomplish its marketing objectives. The strategy is the total directional thrust of the company, that is, the how-to of the marketing plan, and is determined by the particular blend of the marketing mix elements (4 Ps) which the company can controlNeed-Satisfying ObjectivesA marketing objective that shifts management’s view of the organization from a producer of products or services to a satisfier of target market needsObjective/Task MethodA method of determining advertising allocations, also referred to as budget-buildup method, that defines objectives and how advertising is to be used to accomplish them. It has three main steps: defining the objectives, determining strategy, and estimating cost.Percentage-of-Sales MethodA method of advertising budget allocation based on a percentage of the previous year’s sales, the anticipated sales for the next year, or a combination of the two.Positioning StrategyAn effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needsProduct ConceptThe consumer’s perception of a product as a “bundle” of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs. Also, as an element of the creative mix used by advertisers to develop advertising strategy, it is the bundle of product values the advertisers presents to the consumerRelationship MarketingCreating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other things of mutual valueSales-Target ObjectivesMarketing objectives that relate to a company’s sales. They should be specific as to product and market, quantified as to time and amount, and realistic. They may be expressed in terms of total sales value; sales by product, market segment, or customer type; market hare; growth rate of sales volume or gross profitShare-of-Market/Share-of-Voice MethodA method of allocating advertising funds based on determining the firm’s goals for a certain share of the marketing and then applying a slightly higher percentage of industry advertising dollars to the firm’s budgetsSituation AnalysisA factual statement of the organization’s current situation and how it got there. It includes relevant facts about the company’s history, growth, products and services, sales volume, share of market, competitive status, market served, distribution system, past advertising programs, results of market research studies, company