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27 Cards in this Set
- Front
- Back
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“mass media are not dead they are being ____;” “no matter how much technology changes …. it is still all about the ____.”
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supplemented and supported by new ways to reach consumers; brand
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3 examples of smart ads
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1. brand-filled reality TV shows
2. electronic tablet on shopping cart 3. cell phone alerts |
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advertising
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a paid, mass-mediated way to persuade
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3 criteria to be advertising
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1. must be paid for
2. mass mediated 3. must attempt to persuade |
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Integrated Brand Promotion
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process of using a wide range of promotional tools working together to create widespread brand exposure
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4 points about IBP
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1. It is a complicated process that must be managed
2. Uses a wide range of promotional tools that must be evaluated and scheduled 3. all of these tools must work together 4. designed to create widespread exposure for the brand |
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advertising campaign
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series of coordinated advertisements that communicate a reasonably cohesive and integrated theme.
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The word ___ is central to the IBP effort.
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coordinated
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target audience
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a clearly defined group of people against which IBP efforts are directed, typically defined using demographics, needs, life-style, etc
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five broad target audience categories
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hh consumers
business trade channel professional government |
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global advertising
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used worldwide with only minor changes
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international advertising
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prepare and place different advertising in different national markets
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five ways adv effects brand development and management
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information and persuasion
introduction of new brand or brand extentions building and maintaining brand loyalty among consumers creating an image and meaning for a brand building and maintaining brand loyalty within the trade |
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2007 top 5 most valuable brands
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coca-cola
microsoft IBM GE Nokia |
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Schiff ad creates what two things?
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image and deeper meaning
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3 strategies for cultivating customers
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market segmentation
differentiation positioning |
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Bayer ad shows the usage of what?
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segmentation
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fundamental purpose of marketing
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to generate revenue
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limitations of advertising
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contributes to creating sales and revenue, but not powerful enough to do this on its own
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How can advertising help create price flexibility?
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By delivering economics of scale, creating inelasticity of demand
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OG says adv can NEVER stimulate primary demand. Murphy disagrees and cites what 2 examples?
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DeBeer's diamonds
California Milk Producers |
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Advertisings effect on GDP
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can contribute to overall demand, raising sales and affecting GDP
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Adv effect on business cycle
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stabilizing effect on downturns in business activity
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Adv effect on competition
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stimulates competition
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Advertising as % of sales for walmart, target, gap
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.4%
1.9% 3.8% |
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Ray Ban ad contributes to the ___ value of the brand
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symbolic
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Why is IBP better than IMC
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21st century requires emphasis on brand not communication. IBP goes beyond parameters of IMC
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