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39 Cards in this Set
- Front
- Back
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Advertising plan
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A subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful
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Pull strategy
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The goal is to get consumers to pull the product into the supply chain by demanding it
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Push strategy
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Designed to increase demand by focusing on wholesaler, retailers, or salespeople
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Informative advertising
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A communication used to create and build brand awareness, the the ultimate goal of moving the consumer through the buying cycle to purchase
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Persuasive advertising
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A communication used to motivate consumers to take action
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Reminder advertisements
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A communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle
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Product-focused advertisements
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Inform, persuade, or remind consumers about a specific product or service
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Institutional advertisements
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Inform, persuade, or remind consumers about issues related to places, politics, or an industry
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Public service advertising (PSA)
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Focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups
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Social marketing
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The application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public or a specific population segment
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Unique selling proposition (USP)
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The common theme or slogan in an advertising campaign
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Informational appeals
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Help consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides
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Emotional appeals
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Aims to satisfy consumers' emotional desires rather than their utilitarian needs
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Media planning
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Refers to the process of evaluating and selecting the media mix
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Media mix
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The combination of the media used and the frequency of advertising in each medium
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Media buy
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The actual purchase of air time or print pages, is generally the largest expense in the advertising budget
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Mass media
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Channels include national newspapers, magazines, radio, and television and are ideal for reaching large numbers of anonymous audience members
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Niche media
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Channels are more focused and generally used to reach narrower segments, often with unique demographic characteristics or interests
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Advertising schedule
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Specifies the timing and duration of advertising
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Continuous schedule
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Runs steadily throughout the year and therefore is suited for products and services that are consumers continually and at relatively steady rates
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Flighting
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An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising
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Pulsing
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Combines the continuous advertising with flighting schedules by maintaining a base level of advertising but increasing intensity during certain periods
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Pretesting
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Refers to assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do
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Tracking
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Includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problem with the message or the medium
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Posttesting
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The evaluation of the campaign's impact after it has been implemented
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Lift
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Additional sales caused by the advertising
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Puffery
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Legal exaggeration or praise, stopping just short of deception, lavished on a product
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Cause-related marketing
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Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign
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Event sponsorship
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Occurs when corporations support various activities, usually in the culture of sports and entertainment sectors
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Deal
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Refers to a type of short-term reduction that can take several forms, such as a "featured price,: a price lower than the regular price
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Premium
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Offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing
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Contest
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Refers to a brand-sponsored competition that requires some form of skill or effort
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Sweepstakes
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Do not require the entrant to complete a task other than buying a ticket or filling out a form
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Sampling
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Offers potential customers the opportunity to try a product or service before they make a buying decision
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Loyalty programs
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Specifically designed to retain customers by offering premiums or other incentive to customers who make multiple purchases over time
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Point-of-purchase displays (POP)
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Merchandise displays located at the point of purchase, such as a checkout counter
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Rebates
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A particular type of price reduction in which a portion of the purchase price is returned by the seller to the buyer in the form of cash
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Product placement
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When marketers pay to have their product included in nontraditional situations, such as a scene in a movie
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Cross-promoting
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When two or more firms join together to reach a specific target market
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