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30 Cards in this Set
- Front
- Back
Advertising
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a paid, mass mediated attempt to persuade
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Advertisements
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messages placed to persuade an audience
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Advertising Campaign
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an integrated series of ads that communicate a central theme or idea
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Integrated Brand Promotion (IBP)
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the process of using a wide range of promotional tools working together to create widespread brand exposure
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Integrated Marketing Communication (IMC)
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carefully integrate and coordinate its many communication channels to deliver a clear, consistent and compelling message about the product
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Audience
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a group of individuals who receive and interpret messages sent from companies
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Target audience
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a particular group of consumers singled out by an organization for an advertising or promotional campaign
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Global advertising
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using an ad worldwide with only minor changes
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International advertising
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firms prepare and place different ads in different national markets outside home market
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National advertising
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reaches all geographic areas of one nation
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Regional advertising
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carried out by producers, wholesalers, distributors and retailers that concentrate their efforts in a relatively large, but not national, geographic region
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Local advertising
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directed at an audience in a single trading area, either city or state
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Cooperative advertising
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sharing of ad expenses between national companies and local merchants
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Marketing
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the process of planning and executing the conceptions, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational objectives
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Marketing Mix
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product, price, promotion and distribution
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Brand
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a name, term, sign or symbol that identifies one seller’s good or service as distinct from those of other sellers
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Brand extension
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an adaptation of an existing brand to a new product area
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Brand loyalty
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occurs when a consumer repeatedly purchases the same brand to the exclusion of competitors’ brands
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Brand equity
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a firm creates and maintains positive associations with the brand
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Market segmentation
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process of breaking down a large, widely varied market into submarkets or segments that are more similar
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Differentiation
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the process of creating a perceived difference, in the mind of the consumer, between organization’s brand and competition’s
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Positioning
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process of designing a brand so that it can occupy a distinct and valued place in the target consumer’s mind relative to other brands and conveyed through ads
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External position
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niche brand will pursue relative to all competitive brands on the market
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Internal position
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must be achieved with regard to other similar brands a firm markets
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Primary demand stimulation
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company is trying to create demand for entire product category
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Selective demand stimulation
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purpose to point out a brand’s unique benefits compared to competition
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Direct response advertising
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asks consumers to act immediately
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Delayed response advertising
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relies on imagery and message themes that emphasize benefits and satisfying characteristics of a brand
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Corporate advertising
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create favorable attitude toward company as a whole
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Brand advertising
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communicates specific benefits by a particular brand
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