Advertising

Front 1

What happened in America that caused advertising to begin and grow?

Back 1

Economic boom and Baby Boom in 1950s and 1960s

Front 2

What is Marketing?

Back 2

Marketing is an organizational function for creating, communicating and delivering value to customers and for managing customer relationships.

Front 3

What is a customer's perception of all the benefits of a product versus the cost?

Back 3

Value

Front 4

What is creating a long term relationships with individual customers?

Back 4

Relationship marketing

Front 5

What is it called when a company can make a product in response to a particular customer's needs in a cost effective way?

Back 5

Mass customization

Front 6

What is "a program that involves systematic tracking of customer's preferences and behaviors?"

Back 6

Customer Relationship Management CRM

Front 7

Product, price, place, and promotion are the four what?

Back 7

P's of advertising

Front 8

What is the "coordination of all efforts to sell goods and services?"

Back 8

Promotions

Front 9

"Advertising, Direct Marketing, Interactive Marketing, Sales Promotion, Public Relations, and Personal Selling" are all part of what?

Back 9

The Promotional Mix

Front 10

What does "IMC" stand for?

Back 10

Integrated Marketing Communication

Front 11

What is the "combination of tools companies use to promote and make sales?"

Back 11

Promotional Mix

Front 12

What is IMC’s role in branding?

Back 12

It helps develop and sustain brand identity and equity

Front 13

What does Integrated Marketing Communication involve?

Back 13

Coordinating the various promotional elements and marketing activities that communicate with a firm’s customers.

Front 14

T/F -- Integrated Marketing Communication is recognized as a business process

Back 14

True

Front 15

T/F -- Integrated Marketing Communication has multiple relevant audiences

Back 15

True

Front 16

T/F Intergrated Marketing Communications -- Has a demand for accountability including an increased emphasis on the outcomes of marketing communication programs.

Back 16

True

Front 17

What is a combination of Name, logo, symbols, design, packaging, product or service performance, and image associations in the consumer’s mind.

Back 17

Brand Identity

Front 18

What is the central organizing concept of modern advertising and marketing?

Back 18

The Brand

Front 19

T/F -- The P&G burned moon symbol on crates of soap is often cited as the first commercial brand

Back 19

True

Front 20

Originally brands came from the general areas of what?

Back 20

Family names
Locations
Patriotic Symbols

Front 21

Brand equity can be increased by?

Back 21

Increasing sales,
Increasing market share and profit,
Product improvements/innovations,
Adding “meaning” to the brand

Front 22

What are the three main systems that corporations use to organize the marketing of a brand?

Back 22

Single Brand System, Brand Management System, and Super Brand

Front 23

Definition:
any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor

Back 23

Advertising

Front 24

Definition:
communication directly with target customers to generate a response and/or transaction

Back 24

Direct marketing

Front 25

Definition:
communication through interactive media such as the Internet, CD-ROMS and kiosks.

Back 25

Interactive/Internet marketing

Front 26

Definition:
marketing activities that provide extra value or incentives to sales force, distributors, or consumers to stimulate immediate sales

Back 26

Sales promotion

Front 27

Definition:
form of non-personal communication not directly paid for or run under identified sponsorship.

Back 27

Publicity

Front 28

Definition:
a management function which executes programs of action to earn public understanding and acceptance and enhance the image of the company.

Back 28

Public relations

Front 29

Definition:
person-to-person communication between a seller and buyer

Back 29

Personal Selling

Front 30

Definition:
done by large companies on a nationwide basis. Ads for well-known brands and companies shown on television are an example.

Back 30

National advertising –

Front 31

Definition:

done by retail and local merchants encouraging consumers to shop at a specific store, use a l ocal service, or patronize a particular establishment.

Back 31

Retail/Local advertising

Front 32

Definition:
advertising that is designed to stimulate demand for the general product class or industry.

Back 32

primary demand advertising

Front 33

definition:
Advertising that focuses on creating demand for a specific company and/or its brands.

Back 33

Selective-demand Advertising

Front 34

Definition:
advertising that targets individuals who buy or influence the purchase of industrial goods or services for their companies.

Back 34

Business to business advertising

Front 35

Definition:
advertising targeted to professionals such doctors, lawyers, engineers, and the like.

Back 35

Professional advertising –

Front 36

Definition:
targeted to marketing channel members such as wholesalers, distributors, and retailers.

Back 36

Trade advertising

Front 37

What is a form of integrated marketing communications whereby an organization communicates directly with target customers to generate a response and/or transaction?

Back 37

Direct marketing

Front 38

Name types of direct marketing.

Back 38

Direct mail
Direct response advertising (on TV, radio or in magazines or newspapers)
Telemarketing
Internet Sales
Catalogs
Shopping channel