Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
33 Cards in this Set
- Front
- Back
Non-personal communication |
Advertising |
|
Advertising Objective |
Declares what the advertiser wants to achieve with respect to consumer awareness, attitude, and preference |
|
Protect the public from unfair business practices and deceptive advertising |
Federal Trade Commission Act |
|
Advertising during the industrializing age was used to... |
Spread information |
|
What forced the advertising industry to turn to marketing research? |
The Great Depression |
|
Adverting that urges the public to limit the consumption of a product |
Demarketing |
|
The post-industrial age of the evolution of marketing is |
A rise in sophisticated and affluent consumers |
|
Total Quality Management, reengineering, and downsizing are primarily intended to |
increase efficiency and cut cost |
|
an economy that produces more goods andservices than can be consumed |
Abundance Principle |
|
Exaggerated or false praise |
Puffery
|
|
the major federal regulator of advertising for products sold in interstate commerce |
Federal Trade Commission
|
|
Affirmative Discloser example |
Cigarette Warnings |
|
The Strategy |
How you communicate |
|
The creative excision |
Control the elements (media component) |
|
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers |
A marketing tool
|
|
What is the marketing "P" for advertising? |
Promotion |
|
Marketing Goals |
money focused |
|
Marketing Strategies |
the four "P" 's |
|
Advertising goals |
communication focused |
|
Advertising strategies |
creative, awareness, attitude |
|
Why does media exist? |
to sell |
|
Product that has exclusive content with advertising content |
Kindle (makes product cheaper) |
|
used to initiate and maintain contact with their customers, clients, and prospects |
Integrated Marketing Communication
|
|
the "father" of modern advertising |
Albert Lasker
|
|
Advertising can add value: |
1. brand name (ex: Nike Just Do It) 2. educate customers 3. associate the product with a desirable image that offer the opportunity to satisfy psychological and symbolic wants and needs (Dos Equis) |
|
Social consequences |
1. Makes people more materialistic 2. attempts to persuade people to buy things they don't need 3. Advertising effects peoples subliminally |
|
messages (often sexual) supposedly embedded below the threshold of perception |
Sublimital advertising
|
|
What destroys essence of democracy? |
Media |
|
Who is advertising directed towards? |
Groups of people rather than individuals |
|
Difference between public relations and advertising... |
Public relations is what people want, unpaid media. Advertising is paid media |
|
"It's not an expenditure, it's an investment." |
Advertising |
|
Anything associated with a brand that brings it value (ex: nike swoosh) |
Brand Equity |
|
Examples of brand equity: |
1."I saw it on TV" 2. Personal experience 3. More money, but you get what you pay for (pricing strategy) 4. no generics 5. Packaging 6. Placebo effect |