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33 Cards in this Set
- Front
- Back
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Non-personal communication |
Advertising |
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Advertising Objective |
Declares what the advertiser wants to achieve with respect to consumer awareness, attitude, and preference |
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Protect the public from unfair business practices and deceptive advertising |
Federal Trade Commission Act |
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Advertising during the industrializing age was used to... |
Spread information |
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What forced the advertising industry to turn to marketing research? |
The Great Depression |
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Adverting that urges the public to limit the consumption of a product |
Demarketing |
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The post-industrial age of the evolution of marketing is |
A rise in sophisticated and affluent consumers |
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Total Quality Management, reengineering, and downsizing are primarily intended to |
increase efficiency and cut cost |
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an economy that produces more goods andservices than can be consumed |
Abundance Principle |
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Exaggerated or false praise |
Puffery
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the major federal regulator of advertising for products sold in interstate commerce |
Federal Trade Commission
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Affirmative Discloser example |
Cigarette Warnings |
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The Strategy |
How you communicate |
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The creative excision |
Control the elements (media component) |
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Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers |
A marketing tool
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What is the marketing "P" for advertising? |
Promotion |
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Marketing Goals |
money focused |
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Marketing Strategies |
the four "P" 's |
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Advertising goals |
communication focused |
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Advertising strategies |
creative, awareness, attitude |
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Why does media exist? |
to sell |
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Product that has exclusive content with advertising content |
Kindle (makes product cheaper) |
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used to initiate and maintain contact with their customers, clients, and prospects |
Integrated Marketing Communication
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the "father" of modern advertising |
Albert Lasker
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Advertising can add value: |
1. brand name (ex: Nike Just Do It) 2. educate customers 3. associate the product with a desirable image that offer the opportunity to satisfy psychological and symbolic wants and needs (Dos Equis) |
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Social consequences |
1. Makes people more materialistic 2. attempts to persuade people to buy things they don't need 3. Advertising effects peoples subliminally |
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messages (often sexual) supposedly embedded below the threshold of perception |
Sublimital advertising
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What destroys essence of democracy? |
Media |
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Who is advertising directed towards? |
Groups of people rather than individuals |
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Difference between public relations and advertising... |
Public relations is what people want, unpaid media. Advertising is paid media |
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"It's not an expenditure, it's an investment." |
Advertising |
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Anything associated with a brand that brings it value (ex: nike swoosh) |
Brand Equity |
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Examples of brand equity: |
1."I saw it on TV" 2. Personal experience 3. More money, but you get what you pay for (pricing strategy) 4. no generics 5. Packaging 6. Placebo effect |
