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ADPR 3100: Test 1
centralized exchange
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a system of trade and marketing through specialized intermediaries rather than the direct exchange of goods between buyers and producers
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hoarding
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first printed outdoor signs- the forerunner of modern outdoor advertising
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premarketing era
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the period from prehistoric times to the eighteenth century; buyers and sellers communicated in very primitive ways
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mass communication era
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the period from the 1700s to the early decades of the 20th century, in which advertisers were able to reach large segments of the population through the mass media
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research era
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in recent years, advertisers increasingly have been able to identify narrowly defined audience segments through sophisticated research methods
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interactive era
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communication will increasingly be controlled by consumers who will determine when and where they can be reached with promotional messages
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behavioral research
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market research that attempts to determine the underlying nature of purchase behavior
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siquis
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handwritten posters in 16th and 17th century England; forerunners of modern advertising
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penny press
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forerunner of the mass newspaper in the US; first appeared in the 1830s
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mass production
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a manufacturing technique using specialization and interchangeable parts to achieve production efficiencies
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American Association of Advertising Agencies
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the national organization of advertising agencies
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Pure Food and Drug Act
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passed in 1906 by legislation, it was one of the earliest attempts by the federal government to protect consumers
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Federal Trade Commission (FTC)
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the agency of the federal government empowered to prevent unfair competition and to prevent fraudulent, misleading, or deceptive advertising in interstate commerce
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Council of Better Business Bureaus
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national organization that coordinates a number of local and national initiatives to protect consumers
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Printers' Ink Model Statue
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the act directed at fraudulent advertising, prepared and sponsored by Printers' Ink, which was the pioneer advertising magazine
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Audit Bureau of Circulations (ABC)
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the organization sponsored by publishers, agencies, and advertisers for securing accurate circulation statements
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War Advertising Council
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founded in 1942 to promote WW2 mobilization; evolved into the Advertising Council
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Advertising Council
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a nonprofit network of agencies, media, and advertisers dedicated to promoting social programs through advertising
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audience fragmentation
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the segmenting of mass-media audiences into smaller groups because of diversity of media outlets
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permission marketing
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asking consumers for permission or to "opt in" before sending them advertising and other forms of marketing communication
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convergence
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the blending of various facets of marketing functions and communication technology to create more efficient and expanded synergies
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return-on-investment (ROI)
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one measure of the efficiency of a company; how many dollars are produced for every dollar spent
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marketing mix
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combination of marketing functions, including advertising, used to sell a product
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sales promotion
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extra incentive for a customer to make an immediate purchase
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public relations
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communication with various internal and external publics to create an image for a product or corporation
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advertising
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consists of paid notices from identified sponsors normally offered through communication media
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distribution channel
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the various intermediaries that control the flow of goods from manufacturers to consumers
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brand name
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the written or spoken part of a trademark
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brand extension
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these are new product introductions under an existing brand to take advantage of existing brand equity
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conjoint analysis
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a research technique designed to determine what consumers perceive as a product's most important benefits
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product life cycle
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the process of a brand moving from introduction to maturity and, eventually, to either adaptation or demise
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product differentiation
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unique product attributes that set off one brand from another
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value gap
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the perceived difference between the price of a product and the value ascribed to it by consumers
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yield management
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a product pricing strategy to control supply and demand
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national advertising
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advertising by a marketer of a trademarked product or service sold through different outlets
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retail advertising
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advertising by a merchant who sells directly to the consumer
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end-product advertising
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building consumer demand by promoting ingredients in a product
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direct-response advertising
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any form of advertising done in direct marketing, using all types of media
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trade advertising
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advertising directed to the wholesale or retail merchants or sales agencies through whom the product is sold
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industrial advertising
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addressed to manufacturers who buy machinery, equipment, raw materials, and the components needed to produce the goods they sell
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professional advertising
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directed at those in professions who are in a position to recommend the use of a particular product or service to their clients
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institutional advertising
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done by an organization speaking of its work views, and problems as a whole, to gain public goodwill and support rather than to sell a specific product
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idea advertising
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used to promote an idea or cause rather than to sell a product or service
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service advertising
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promotes a service rather than a product
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full-service agency
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an agency that handles planning, creation, production, and placement of advertising clients
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in-house agency
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an arrangement whereby the advertiser handles the total agency function by buying individually, on a fee basis, the needed services under the direction of an assigned advertising director
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barter
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acquisition of broadcast time by an advertiser or an agency in exchange for operating capital or merchandise
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brand
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a name, term, sign, design, or a unifying combination of them intended to identify and distinguish the product or service from competing products or services
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brand equity
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the value of how such people as consumers, distrubutors, and salespeople think and feel about a brand relative to its competition
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market
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a group of people who can be identified by some common characteristic, interest, or problem
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pioneering stage
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the advertising stage of a product in which the need for such a product is not recognized and must be established or in which the need has been established but the success of a commodity in filling that need has to be established
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competitive stage
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the advertising stage a product reaches when its general usefulness is recognized but its superiority over similar brands has to be established in order to gain preference
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retentive stage
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the third advertising stage of a product, reached when its general usefulness is widely known, its individual qualities are thoroughly appreciated, and it is satisfied to retain its patronage merely on the strength of its past reputation
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target marketing
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identifying and communicating with groups of prime prospects
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marketing concept
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a management orientation that views the needs of consumers as primary to the success of a firm
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market segmentation
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the division of an entire market of consumers into groups whose similarity makes them a market for products serving their special needs
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situation analysis
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the part of the advertising plan that answers the questions: Where are we today and how did we get here? Consists of strengths, weaknesses, opportunities, and threats
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product-user segmentation
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identifying consumers by the amount of product usage
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brand loyalty
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a consumer's preference for and commitment to a specific brand
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lifestyle segmentation
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identifying consumers by combining several demographics and lifestyles
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Values and Lifestyle System (VALS)
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developed by SRI International to cluster consumers according to several variables in order to predict consumer behavior
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niche marketing
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a combination of product and target market strategy; focuses on niches or comparatively narrow windows of opportunity within a broad product market or industry
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positioning
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segmenting a market by creating a product to meet the needs of a select group or by using a distinctive advertising appeal to meet the needs of a specialized group, without making changes in the physical product
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market profile
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a demographic and psychographic description of the people or the households of a product's market
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psychographics
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a description of a market based on factors such as attitudes, opinions, interests, perceptions, personalities, and lifestyles of consumers comprising that market
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target audience
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that group that composes the present and potential prospects for a product or service
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Producer Led 4 Ps
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price, product, promotion, place
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Consumer Led 4 Cs
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consumer, cost, convenience, communication
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Claude Hopkins
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Reason why advertising; looked at advertising as a science; had laws of good advertising; used logical and ration appeals; said that products solve problems
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Rosser Reeves
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Unique selling proposition; there is a formula you can apply to everything
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Rosser Reeves' formula
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repetition (pick and repeat a key word in the ad), continuity (last ad in the campaign should look like the first), single and simple message, unique selling proposition (something that no competitor has)
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David Ogilvy
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Ogilvy's scorecard; used a type of grading rubric: all layouts should look like a magazine page, ads should use photographs, type should be blank ink on a white background
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producer-led paradigm
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predictable, controllable consumers; mass-produced; rigid and formulaic advertising; centralization, standardization
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3 people of the creative revolution
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Bill Bernbach, David Ogilvy, Mary Wells
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Bill Berbach
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known for the VW car campaigns; got rid of assembly lines, but had small teams work on the entire project; insisted on agency autonomy
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difference between producer-led vs. consumer-led
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producer led: company origin, STRESS ON FUNCTIONALITY
consumer led: market origin, STRESS ON STYLE
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hip consumerism
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advertising in consumer-led paradigm; ads express new ideas (products make you free and help you stand out)
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evolution of ways of buying
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traditionally: countrystore, new: department store, now: mail-order house
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campaign components
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objective, strategy, tactics
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strategic planning key parts
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brand equity audit analysis, strategic opinions and recommendations, brand equity research, and creative brief
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creative brief
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single page that summarizes the product and its competitors, objective, target market, desired brand or positioning, key features and benefits, and the message (One Thing)
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communication objectives
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awareness, branding, positioning
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features vs. benefits
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people don't buy features, they buy benefits
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media planning
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how you get the ads out to your target markets
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key dimensions of media planning
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budget, continuity, frequency, reach
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2 ways to measure reach
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impressions and gross rating points (GRP)
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what goes into choosing a frequency level?
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1. audience motivation
2. purchase decision (involvement)
3. message complexity
4. advertising effectiveness
5. time of day
6. competitive pressure
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continuity scheduling options
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steady, pulsing, flighting
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steady continuity
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same levels of frequency through whole campaign
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pulsing continuity
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weeks of higher frequency with weeks of lower frequency
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flighting continuity
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periods of high frequency followed by periods of none; ex: seasonal ads
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when to use steady vs. flighting vs. pulsing
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if a long campaign, use pulsing or flighting, if a campaign in 6 months or less, use steady
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how to measure cost effectiveness
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dollars per GRP; choose the cheapest answer
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newspaper agent
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direct employee of a single publication
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space broker
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not direct employees; independent business
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space wholesaler
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independent businesses, much bigger volume of clients; start with the media and go to businesses without the back and forth
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concession agent
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buy ads and sell to businesses; huge volume because they buy everything so everyone has to go through them
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possibilities of effectiveness
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cause you to buy (powerful), persuade you to buy (not powerful)' pressure you to buy (potentially powerful)
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behaviorism
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bundles of needs, urges, and instincts we can't control; conditioning (overt and subliminal); powerful
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rationalism
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people have needs and wishes that they can control; advertisers should deliver truthful and dependable information; says advertising is not powerful
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culturalism
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born into and taught general ways of understanding the world; pressures to buy can be negative or positive; representation (signification)
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rhetoric
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techniques that speakers use to connect to audiences (visual vs. narrative)
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visual rhetorics
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ways of showing; allegory (symbols that reveal the nature of the world), mimesis (images as "windows to the world", perspective), a show (for flattery and entertainment)
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narrative rhetorics
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way of telling; epigram (short paradoxical statement of surprising insight), advice (ex: Old Spice commercials), parable (a story that teaches a lesson)
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