Advertising And Promotion Midterm Terms

Front 1

Process that entails the planning, integration, and implementation of diverse forms of marcom that are delivered over time to a brand's targeted customers and prospects.

Back 1

Integrated marketing communications (IMC)

Front 2

The key idea that encapsulates what a brand is intended to stand for in its target market's mind.

Back 2

Positioning statement

Front 3

An enduring link between a brand and its customers.

Back 3

Relationship

Front 4

Leads to repeat purchasing and perhaps even loyalty toward a brand.

Back 4

Relationship

Front 5

When multiple methods, used in combination with one another, yield more positive communication results than do the tools used individually.

Back 5

Synergy

Front 6

A company's particular offering of a product, service, or other consumption object.

Back 6

Brand

Front 7

Represent the focus of marcom efforts.

Back 7

Brand

Front 8

Regulation of advertising by advertisers themselves rather by state or federal government bodies.

Back 8

Self-regulation

Front 9

The key feature, benefit, or image that a brand stands for in the target audience's collective mind.

Back 9

Positioning

Front 10

Information about consumers' attitudes, values, motivations, and lifestyles that relate to buying behavior in a particular product category.

Back 10

Phychographics

Front 11

A budgeting method that sets the advertising budget by basically following what competitors are doing.

Back 11

Competitive parity method

Front 12

Another term for competitive parity method.

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Match-competitors method

Front 13

Model predicated on the idea that advertising moves people from an initial stage of unawareness about a product/brand to a final stage of purchasing that product/brand.

Back 13

Hierarchy of effects

Front 14

The relationship between money invested in advertising and the response of that investment in terms of revenues generated.

Back 14

Sales-to-advertising response function

Front 15

Represents a brand's proportion of overall advertising expenditures in a product category.

Back 15

Share of voice (SOV)

Front 16

Represents a brand's proportion of overall product category sales.

Back 16

Share of market (SOM)

Front 17

Process by which an innovation is communicated and adopted throughout the marketplace.

Back 17

Diffusion process

Front 18

In contrast to the individual-level adoption process, it is the process of spreading out; as time passes, a new product is adopted by increasingly greater numbers of people

Back 18

Diffusion process

Front 19

An acronym that can be used when evaluating four general features of a particular package.

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VIEW

Front 20

VIEW stands for...

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Visibility, information, emotional appeal, workability

Front 21

States that information recall is enhanced when the context in which people attempt to retrieve information is the same or similar to the context in which they originally encoded the information.

Back 21

Encoding specificity principle

Front 22

Measure of how responsive the demand for a brand is as a function of changes in marketing variables such as price and advertising.

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Elasticity

Front 23

Plan of action guided by corporate and marketing strategies which determine the following: how much can be invested in advertising, at what markets advertising efforts need to be directed, how advertising must be coordinated with other marketing elements, and how advertising is to be executed.

Back 23

Advertising strategy

Front 24

Features or aspects of the advertised product or brand.

Back 24

Attributes

Front 25

Represent the desirable or undesirable results from consuming a particular product or brand.

Back 25

Consequences

Front 26

Document designed to inspire copywriters by channeling their creative efforts toward a solution that will serve the interests of the client.

Back 26

Creative brief

Front 27

A single-minded statement in an advertising strategy, from consumer's point of view, that identifies why consumers are or are not purchasing product, service, or brand or are not giving it proper consideration.

Back 27

Key fact

Front 28

Marketing research technique that has been developed to identify linkages between attributes, consequences, and values.

Back 28

Laddering

Front 29

Involves one-on-one interviews using primarily a series of directed probes.

Back 29

Laddering

Front 30

A model for applying the concept of meand-end chains to the creation of advertising messages.

Back 30

MECCAS

Front 31

MECCAS means...

Back 31

Means-end conceptualization of components for advertising strategy

Front 32

Creative advertising style that promotes a product attribute that represents meaningful, distinctive consumer benefit.

Back 32

Unique selling proposition (USP) style

Front 33

Is the essence of an advertisement or other marcom message and the reward to the consumer for investing his or her time attending the message.

Back 33

Value Proposition

Front 34

Represent important beliefs that people hold about themselves and that determine the relative desirability of consequences.

Back 34

Values

Front 35

Needs such as pleasure satisfied by messages that make people feel good.

Back 35

Hedonic Needs

Front 36

People are most likely to attend those stimuli that have become associated with awards and that relate to those aspects of life that they value highly.

Back 36

Hedonic Needs

Front 37

A set of nine copy testing principles developed by leading US advertising agencies.

Back 37

PACT

Front 38

PACT means...

Back 38

Positioning Advertising Copy Testing

Front 39

Gather purchase data from panels of households using optical scanning equipment and merge it with household demographic characteristics and, most important, with informatino about casual marketing variables that influence household purchases

Back 39

SSSs

Front 40

SSSs means...

Back 40

Single-source systems

Front 41

Refers to the diminished effectiveness of advertising over time.

Back 41

Wearout

Front 42

A media planning consideration that involves how advertising should be allocated during the course of an advertising campaign.

Back 42

Continuity

Front 43

When relatively equal number of ad dollars are invested in advertising throughout the campaign.

Back 43

Continuous advertising schedule

Front 44

Abreviation for cost per thousand.

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CPM

Front 45

The cost of reaching 1000 people.

Back 45

CPM

Front 46

The cost of reaching 1000 members of the target market.

Back 46

CPM-TM

Front 47

Idea that an advertising schedule is effective only if it does not reach members of the target audience too few or too many times during the media schedule period.

Back 47

Effective reach

Front 48

Optimum range of exposures to an advertisement with minimum and maximum limit.

Back 48

Effective reach/Effective frequency

Front 49

The number of times within a four-week period that members of target audience are exposed to advertiser's message.

Back 49

Frequency

Front 50

Statistic that represents the mathematical product of reach multiplied by the frequency.

Back 50

GRPs

Front 51

GRP means...

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Gross Rating Points

Front 52

Indicates total weight of advertising during time frame.

Back 52

GRPs

Front 53

General communication methods that carry advertising messages.

Back 53

Media

Front 54

Approach that involves the process of designing a scheduling plan that shows how advertising time and space will contribute to the achievement of marketing objectives.

Back 54

Media planning

Front 55

Represents one percent of a designated group or entire population that is exposed to a particular advertising vehicle such as a TV program.

Back 55

Rating Points

Front 56

Percentage of an advertiser's target audience that is exposed to at least one advertisement over an established time frame.

Back 56

Reach

Front 57

Represents number of target customers who see or hear the advertiser's message one or more times during the time period.

Back 57

Reach

Front 58

Also known as shelf-space model for media planning.

Back 58

Recency Principle

Front 59

Based on idea that achieving a high level of weekly reach for a brand should be emphasized over acquiring heavy frequency.

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Recency principle

Front 60

Adaption of GRPs that adjust a vehicles rating to reflect just those individuals who match the advertiser's target market.

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TRPs

Front 61

TRP means...

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Target Rating Points

Front 62

Addresses the minimum number of exposures needed for advertising to be effective.

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Three-exposure hypothesis

Front 63

Specific broadcast programs or print choices in which advertisements are placed.

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Vehicles