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49 Cards in this Set
- Front
- Back
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Mobile Marketing |
Communicating with target markets through mobile devices
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Advertising
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Essential marketing tool that helps create brand awareness & brand loyalty
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Advertising
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Paid, mass-mediated attempt to persuade
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Client/ Sponsor
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Company or organization that pays for advertising.
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Publicity
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A communication that cannot be considered as an ad because it is not "paid"
EX. Public Service Announcement (PSA) |
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Mass-mediated
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Delivered through a communication medium designed to reach more than one person.
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Infomercial
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A long ad that gives info about the product being sold
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Integrated Brand Promotion
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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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Advertisement
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Refers to a specific message that an organization has created to persuade an audience.
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Advertising Campaign
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A series of coordinated advertisement that communicate a reasonably cohesive & integrated theme about the brand
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Guerilla
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A surprise or on-the-spot Advertising
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Social Process
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What a message means to any given consumer.
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Audience
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A group of individuals who receive & interpret messages sent from companies or organizations.
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Target Audience
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A particular group of consumers singled out by an organization for an advertising or IBP campaign.
also known as Potential Audience. |
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Household Consumer
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A type of AUDIENCE CATEGORY that are the most conspicuous audience in the most mass media advertising is directed at them
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Member of business organizations
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A type of AUDIENCE CATEGORY that are the focus of advertising for firms that produce business & industrial goods & services
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Members of the trade channel
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A type of AUDIENCE CATEGORY that include retailers, wholesalers, & distributor
They are a target audience for producers of both household & business goods & services |
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Professionals
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A type of AUDIENCE CATEGORY that form a special target audience.
EX. doctors, lawyers, accountants, or with special training or certification. |
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Trade Journals
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Magazines published especially for members of trade & carry highly technical articles
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Government officials & Employees
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A type of AUDIENCE CATEGORY that constitute an audience in themselves due to the large dollar volume of buying that federal, state, and local governments do
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Global Advertising
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If an ad is used worldwide with only minor changes
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International Advertising
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occurs when firms prepare & place different advertising in different national markets outside their home market.
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National Advertising
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reaches all geographic areas of a single nation.
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Regional advertising
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is carried out by producers, wholesalers, distributors, & retailers that concentrate their efforts relatively large
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Local Advertising |
directed at an audience in a single trading area
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Cooperative Advertising/ Co-op Ad
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Sharing of advertising expenses between national companies and local merchants. |
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Marketing
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The process of conceiving, pricing, promoting, and distributing ideas, goods, and services to create exchanges that benefit consumers and organizations. |
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Marketing Mix
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Four areas of responsibility/ four elements & decision making in marketing. |
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Brand
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is a name, term, sign, symbol, or any other feature that identifies one seller's goods or services as distinct from those of other sellers. |
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Brand extension/ Brand Variant
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is 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 purchase the same brand to the exclusion of competitor's brand. |
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Brand Equity
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is the set of brand assets linked to a brand, its name & symbol. |
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Market Segmentation |
The breaking down of a large, heterogeneous market into submarkets or segments that are more homogeneous. |
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Differentiation
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Is the process of creating a perceived difference, in the mind of the consumer, between an organization's brand and the competitor's
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Positioning
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is the process of designing a brand so that it can occupy a distinct & valued place in the target consumer's mind relative to other brands & then this distinctiveness is communicated through advertising
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External position
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The niche the brand will pursue relative to all the competitive brands on the market
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Internal Position
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must be achieved with regard to the other similar brands the firm itself markets
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Economies of scale
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lead to lower unit of production costs. Cost of production decreases because fixed costs (such as rent & equipment cost) are spread over a greater number of units produced
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Primary Demand Stimulation
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it is challenging and costly, & research evidence suggests that it is likely to have an impact only for totally new products on the market
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Selective demand stimulation
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advertising is to point out a brand's unique benefits compared to the competition
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Direct Response Advertising
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asks consumers to act immediately.
ex. "call now" or "ends before midnight" |
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Delayed response advertising
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relies on imagery & message themes that emphasize the benefits & satisfying characteristics of a brand
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Corporate Advertising
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meant to create a favorable attitude toward a company as a whole
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Brand Advertising
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Communicates the specific features, values, & benefits of a particular brand offered for sale by a particular organization
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Institutional Advertising
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ad that takes place in a trade channel
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Gross Domestic Product (GDP)
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is the measure of the total value of goods & services produced within an economic system.
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Symbolic Value
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refers to what a product or service means to consumers in nonliteral way
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Social Meaning
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refers to what a product or service means in a societal context
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Integrated Marketing Communications (IMC)
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the concept of mixing various promotional tools
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