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ADV 205: EXAM 1
marketing strategy |
A company's plan that identifies how it will use marketing to achieve its goals
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advertising strategy |
the strategy by which the company accomplishes its advertising objectives. it consists of two major elements: creating advertising messages and selecting advertising media
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externalities |
A side effect of an action that affects a third party other than the buyer or seller.
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branding |
A marketing function that identifies products and their source and differentiates them from all other products
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preindustrial age |
Period of time between the beginning of written history and roughly the start of the 19th century, during which the invention of paper and the printing press and increased literacy gave rise to the first forms of written advertising.
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industrializing age |
The period of time from the mid-1700's through the end of World War I when manufacturers were principally concerned with production
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industrial age |
first 70 years of the 20th century; marked by tremendous growth and maturation of the U.S. industrial base.
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consumer packaged goods |
consumed everyday by the average consumer
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product differentiation |
real or imagined differences between competing products in the same industry
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unique selling proposition (USP) |
the distinctive benefits that make a product different than any other.
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market segmentation |
Dividing a market into distinct groups of buyers who have different needs, characteristics, or behaviors, and who might require separate products or marketing programs
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positioning |
Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers
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postindustrial age |
Period of cataclysmic change, starting in about 1980, when people first became truly aware of the sensitivity of the environment in which we live.
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demarketing |
Term coined during the energy shortage of the 1970s and 1980s. It refers to advertising that is used to slow the demand for products.
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sales promotion |
Short-term incentives to encourage the purchase or sale of a product or service
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narrowcasting |
Targeting media programming at specific populations within society
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digital video recorders (DVRs) |
Records video in digital data
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added value |
increase in worth of a product or a service as a result of a particular activity
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primary demand |
consumer demand for a whole product category
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selective demand |
consumer demand for the particular advantages of one brand over another
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abundance principle |
states that an economy produces more goods than can be consumed
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puffery |
exaggerated, subjective claims that can't be proven true or false. ex. The Best Pizza in town
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subliminal advertising |
Using hidden messages in ads, often relating relating to sex; came to an end. (Icecube with naked girl inside, you think thats what you see) Study proved no more effective than regular advertising
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stereotypes |
a generalized belief about a group of people
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ethical advertising |
Doing what the advertiser and the advertiser's peers believe is morally right in a given situation
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social responsibility |
An organization's obligation to maximize its positive impact and minimize its negative impact on society
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deceptive advertising |
Advertising that may be false or misleading
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unfair advertising |
occurs when a consumer is unjustifiably injured or there is a violation of public policy
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comparative advertising |
advertising that makes specific brand comparisons using actual product names
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substantiation |
giving facts to support
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endorsements |
Is a person's public expression of approval or support for a product or service
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testimonials |
Using a celebrity to endorse a product or service
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affirmative disclosure |
Making known a product's limitations or deficiencies
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consent decree |
A document advertisers sign, without admitting any wrongdoing, in which they agree to stop objectionable advertising
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cease-and-desist order |
order issued by a court or administrative agency to stop a practice that it decides is improper
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corrective advertising |
ads to correct deceptive advertising
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Nutritional Labeling and Education Act (NLEA) |
1994 Law that imposed consistent approaches to labeling of the nutritional content of foods and regulated the use of health claims
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intellectual property |
A product of the intellect, such as an expressed idea or concept, that has commercial value.
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patent |
A document that gives an inventor the sole legal right to an invention for a period of time
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trademark |
a symbol, word, or words legally registered or established by use as representing a company or product
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copyright |
An exclusive right granted by the federal government allowing the owner to reproduce and sell an artistic or published work.
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broadcast standards department |
a department of a TV network that reviews all programs and commercials to be broadcast to see that they meet all applicable standards.
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consumerism |
social action designated to dramatize the rights of the buying public
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consumer advocate |
a group of people that works actively to protect consumer rights
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advertisers |
companies that sponsor advertising for themselves and their products
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advertising agencies |
specialists in planning and handling mass selling details for advertisers
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suppliers |
people and orgs. that assist advertisers and ad agencies
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media |
communication vehicles paid to present an ad
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local advertising |
advertising by businesses within a city or county
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advertising manager |
administrative, planning, budgeting person
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product advertising |
ads intended to promote goods and services
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sale advertising |
A type of retail advertising designed to stimulate the movement of particular merchandise or generally increase store traffic by placing the emphasis on special reduced prices.
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institutional advertising |
a form of advertising designed to enhance a company's image rather than promote a particular product
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classified advertising |
used to locate and recruit new employees
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integrated marketing communications (IMC) |
process of building and reinforcing mutually profitable relationships with employees, customers,etc.
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cooperative advertising |
an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand
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regional advertisers |
companies that operate in one part of the country and market exclusively to that region
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national advertisers |
Advertisers who sell a product all across the country
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centralized advertising department |
a staff of employees, usually locaed at corporate hq, responsible for all the organization's advertising. The dpt. is often structured by product, divisions, end user, medium, or by geography.
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brand managers |
Individuals in the advertiser's company with the authority and responsibility for marketing a particular brand
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decentralized system |
The establishment of advertising departments by products or brands or in various divisions, subsidiaries, countries, regions, or other categories that suit the firm's needs, which operate with a major degree of independence
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advertising agency |
a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
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full-service advertising agency |
Supplies both advertising and non advertising services in all areas of communications and promotion.
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general consumer agency |
represents the widest variety of accounts, but it concentrates on consumer accounts
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business-to-business B2B agency |
e-commerce involves electronic transactions between businesses
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creative boutiques |
Agencies that concentrate entirely on the development and execution of creative. They usually hire both art directors and copywriters.
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media-buying service |
An organization that specializes in purchasing and packaging radio and television time.
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interactive agency |
Specializes in the creation of ads for a digital medium
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management supervisors |
Managers who supervise account executives and who report to the agency's director of account services
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account planning |
role is to develop an effective advertising strategy by combining the views of the client, the creative team, and consumers
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media planning |
what media/form of communication are you going to use
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copy |
a document granting exclusive right to publish and sell literary or musical or artistic work
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copywriters |
People who create the words and concepts for ads and commercials
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art directors |
Help translate the copywriters' ideas into dramatic visuals called "layouts."
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creative director |
In charge of copywriting, graphics, and layout
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traffic department |
regulates flow of work
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sales promotion department |
In larger agencies, a staff to produce dealer ads, window posters, point-of-purchase displays, and dealer sales material.
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media commission |
compensation paid by a medium to recognized ad agencies, traditionally 15% for ad placed with it
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markup |
the amount added to the cost of merchandise to establish the selling price
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speculative presentation |
An agency's presentation of the advertisement it proposes using in the event it is hired. It is usually made at the request of a prospective client and is often not paid for by the client
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suppliers |
companies that provide material, human, financial, and informational resources to other companies
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production houses |
Companies that specialize in film or video production
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research suppliers |
Companies that conduct and analyze marketing research
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media |
tv, newspaper, online, social media
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utility |
Ability or capacity of a good or service to be useful and give satisfaction to someone.
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exchange |
The act of obtaining a desired object from someone by offering something in return.
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target market |
a particular group of consumers at which a product or service is aimed
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target audience |
the group of people at whom advertisements are aimed
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behavioristic segmentation |
group people based on usage, loyalties, buying responses
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user status |
Where you can view all logged in users for a workspace.
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volume segmentation |
defining consumers as light, medium, or heavy users of products
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usage rates |
The extent to which consumers use a product: light, medium, or heavy.
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purchase occasion |
A method of segmenting markets on the basis of when consumers buy and use a good or service.
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benefits |
part of an employee's compensation over and above wages or salary
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benefits segmentation |
the process of grouping customers into market segments according to the benefits they seek from the product
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primary motivation |
The pattern of attitudes and activities that help people reinforce, sustain, or modify their social and self-image. An understanding of the primary motivation of individuals helps advertisers promote and sell goods and services.
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resources |
A source or supply or support
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business markets |
The institutional buyers who purchase items to be used in other products and services or to be resold to other businesses or households
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North American Industry Classification System codes (NAICS) |
a categorization of industries by type of economic activity and production processes
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primary demand trend |
The projection of future consumer demand for a product category, based on past demand and other market influences.
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target marketing |
Marketing directly to different market segments
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target marketing |
Marketing directly to different market segments
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four Ps (4Ps) |
product, price, place, promotion
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product life cycle |
intro, growth, maturity, decline
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perceptible differences |
Differences between products that are visibly apparent to the consumer
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hidden differences |
Not so apparent but existing differences that may affect the desirability of a product
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Elaboration Likelihood Model |
Theory suggesting that there are two routes to attitude change: the central route, which focuses on thoughtful consideration of an argument for change, and the peripheral route, which focuses on less careful, more emotional, and even superficial evaluation.
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central route to persuasion |
occurs when interested people focus on the arguments and respond with favorable thoughts
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peripheral route to persuasion |
occurs when people are influenced by incidental cues, such as a speaker's attractiveness
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