Reading...
Play button
Play button
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;
52 Cards in this Set
- Front
- Back
|
Father of Modern Advertising
|
Albert Lasker, owner of Lord & Thomas
|
|
|
Stern Model- Source Dimensions
|
Sponsor, Authors, Persona
|
|
|
Stern Model- Message Dimensions
|
Narrative, Autobiographical, Drama
|
|
|
Stern Model- the Receiver Dimensions
|
Implied Consumer, Sponsorial Consumer, Actual Consumer, Noise
|
|
|
3 Types of Business Advertising
|
Trade (wholesalers, dealers, and retailers => just re-sell), Professional (to use themselves/prescribe to others), Agriculture (TO farmers)
|
|
|
Global Advertising
International Advertising National Advertising Regional Advertising Local Advertising |
-same ads throughout world
-around world; but different -several regions of US -product only sold in that region -small businesses |
|
|
Marcom
|
"Marketing Communications" refers to companies' planned messages that are distributed to support and defend their marketing goals and strategies
|
|
|
Collateral Materials
|
posters, fliers, etc. "close sales and reinforce prior sales"
|
|
|
Awareness advertising
|
long-term goals; creates image so that the customer buys their brand
|
|
|
non-commercial advertising
|
used by non-profit organizations; people that need volunteers or donations
|
|
|
Action Advertising
|
"Respond Immediately!"
|
|
|
The Four Economic Concepts
|
Self Interest, Complete Information, Many Buyers and Sellers, Absence of Externalities
|
|
|
1869
|
First ad agency by Francis Ayer
|
|
|
1923
|
"Scientific Advertising" was created by Claude opkins
|
|
|
Marketing Segmentation
|
zeroed in on specific groups of people
|
|
|
Positioning Strategy
|
advertising a product to a set of consumers' needs
|
|
|
Demarketing
|
campaign for a reduction of demand and use of certain products (ex. energy)
|
|
|
Worst Year in the History of Advertising
|
2001
|
|
|
1914
|
Fair Trade Commission Act (SO THAT ADS ARE NOT MISLEADING OR DECEPTIVE)
|
|
|
Primary v. Selective Demand
|
Primary = demand for entire class of products
Selective = demand for a certain brand |
|
|
Non-product facts
|
not about the brand, but about the consumer or social context in which the consumer uses the brand - is often misleading
|
|
|
Account Planning
|
used so that advertisers would keep in touch with the audience they try to reach
|
|
|
3 Levels of Ethical Responsibility
|
1. The group
2. The individual 3. Ethic Definition- redefined when the other two groups come together |
|
|
Consent Decree
|
company can sign a consent decree to stop ads without admitting that they committed wrongdoing
|
|
|
Cease-and-desist order
|
next step after consent decree
|
|
|
Corrective Advertising
|
FTC can order the company to run corrective advertising to change the perception of their product
|
|
|
Federal Communications Commission
|
monitors and restricts profanity and obscenity in the media and in advertising
|
|
|
Better Business Bureau
|
works to protect consumers from deceptive advertising and sales fraud
|
|
|
NARC (National Advertising Review Council)
|
ensures that ads maintain a degree of truth, decency, morality, etc.
|
|
|
Product Advertising
|
short term action, spreads info about a business and tells about their goods and services
|
|
|
Institutional Advertising
|
creates a positive perception about an entire business
|
|
|
Classified Advertising
|
selling used items, getting new employees, etc.
|
|
|
Integrated Marketing Communications
|
joining together in a consistent manner everything that communicates with others
|
|
|
Centralized Management
|
gives most efficiency and continuity
|
|
|
Decentralized Management
|
divides ad department up by the necessary factor (region, brand, etc.) used for bigger companies
|
|
|
Transnational Advertisers
|
use a decentralized international structure
|
|
|
Creative Boutique (specialized service agency)
|
come up with new ad concepts and create original messages
|
|
|
Media-buying services (specialized service agency)
|
buy up media time and resell them at discounted prices
|
|
|
Interactive Agencies (specialized service agency)
|
work on creating and designing websites and specialize in online advertising
|
|
|
Account Executives
|
deal with clients and report to ad agency
|
|
|
Account Supervisor
|
boss of account execs, they report to agency's director of client services
|
|
|
Account Planner
|
defends and voices the opinion of the consumer
|
|
|
Departmental System of an agency
|
divides many functions of the agency into departments (used in large and medium)
|
|
|
Group System of an agency
|
separates the agency into "little agencies" or groups which have their own clients
|
|
|
Media Commission
|
percent of money it costs to purchase media time or space that agencies keep for themselves
|
|
|
Markup
|
a percentage for the costs of various services that is added to the client's bill
|
|
|
Fee-commission combination
|
agencies charge a monthly rate and keep media commission
|
|
|
Straight Fee
|
Agencies charge a flat rate (by the hour or such)
|
|
|
Incentive System (fee)
|
if the campaign reaches certain goals and proves to be effective, agency makes more $$
|
|
|
In House Agency
|
created by advertisers for their own use
|
|
|
3 C's needed for advertising
|
COMMUNICATION, CHEMISTRY, CONDUCT
|
|
|
Independent Research Companies
|
consultants
|
