Advertising Ch 8

Front 1

Advertising Message

Back 1

an element of the creative mix comprising what the company plans to say in its advertisements and how it plans to say it-verbally or non-verbally

Front 2

Advertising Plan

Back 2

the written document that directs the company's advertising effort; a natural outgrowth of the marketing plan, it analyzes the situation, sets advertising objectives, and lays out a specific strategy from which ads and campaigns are created

Front 3

Advertising Strategy

Back 3

the methodology advertisers use to achieve their advertising objectives; the strategy is determined by the particular creative mix of advertising elements the advertiser selects, namely: target audience; product concept; communications media; and advertising message

Front 4

Bottom-Up Marketing

Back 4

the opposite of standard, top-down marketing planning, bottom-up marketing focuses on one specific tactic and develops it into an overall strategy

Front 5

Communications Media

Back 5

an element of the creative mix, comprising the various methods or vehicles that will be used to transmit the advertiser's message

Front 6

Communication Objectives

Back 6

outcomes that can reasonable be associated with promotional activities, such as increases in brand recognition or awareness, increased comprehension of a brand's attributes or benefits, more positive attitudes about a brand or a more favorable image of the brand or its typical user, and stronger intentions to try or buy a brand

Front 7

Creative Mix

Back 7

those advertising elements the company controls to achieve its advertising objectives, including the target audience, the product concept, the communications media, and the advertising message

Front 8

DAGMAR

Back 8

the acronym stands for defining advertising goals for measured advertising results; DAGMAR is a planning tool for setting communications objectives for a campaign; Awareness, Comprehension, Conviction, Action

Front 9

Empirical Research Method

Back 9

a method of allocating funds for advertising that uses experimentation to determine the vest level of advertising expenditure; by running a series of tests in different markets with different budgets, companies determine the most efficient level of expenditure

Front 10

Endcap Promotion

Back 10

a merchandising method that uses special displays on shelving at the end of aisles in a store; endcap promotion usually highlight sale merchandise or new products; such promotions are often one part of a large promotion program that includes coupons, discounts or other enticements

Front 11

Integrated Marketing Communications (IMC)

Back 11

the process of building and reinforcing mutually profitable relationships with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to make constructive contact with the company/brand through a variety of media

Front 12

Lifetime Customer Value (LTCV)

Back 12

a measurement of a consumer's economic value to a company over the course of his or her entire lifetime which comes from developing lasting relationships

Front 13

Marketing Objectives

Back 13

goals of the marketing effort that may be expressed in terms of the needs of specific target markets and specific sales objectives

Front 14

Marketing Plan

Back 14

the plan that directs the company's marketing effort; First, it assembles all the pertinent facts about the organization, the markets it servers, and its products, services. customers, and competition; second, it forces the functional managers with the company to work together-product development, production, selling, advertising, credit, transportation-to focus efficiently on the customer; third, it sets goals and objectives to be attained with specified periods of time and lays out the precise strategies that will be used to achieve them

Front 15

Marketing Strategy

Back 15

the statement of how the company is going to accomplish its marketing objectives; the strategy the total directional thrust of the company, that is, the how-to of the marketing plan, and is determined by the particular blend of the marketing mix elements (4P's), which the company can control

Front 16

Mission Statement

Back 16

a short description of the organization's purpose and philosophy

Front 17

Objective/Task Method

Back 17

a method of determining advertising allocations, also referred to as the budget-buildup method, that defines objectives and how advertising is to be used to accomplish them; it has three steps: defining the objectives, determining strategy, and estimating the cost

Front 18

Percentage of Sales Method

Back 18

a method of advertising budget allocation based on a percentage of the previous year's sales, the anticipated sales for the next year, or a combination of the two

Front 19

Positioning

Back 19

refers to the place a brand occupies competitively in the minds of consumers

Front 20

Product Concept

Back 20

the consumer's perception of a product as a 'bundle' of utilitarian and symbolic values that satisfy functional, social, psychological, and other wants and needs; also, as an advertising strategy, it is the bundle of product values the advertiser presents to the consumer

Front 21

Relationship Marketing

Back 21

creating, maintaining, and enhancing long-term relationships with customers and other stakeholders that result in ecxhanges of information and other things of mutual value

Front 22

Sales Target Objectives

Back 22

marketing objectives that relate to a company's sales; they should be specific as to product and market, quantified as to time and amount, and realistic; they may be expressed in terms of of total sales volume; sales by product, market segment, or customer type; market share; growth rate of sales volume; or gross profit

Front 23

Share of Market/Share of Voice Method

Back 23

a method of allocating advertising funds based on determining the firm's goals for a certain share of the market and then applying a slightly higher percentage of industry advertising dollars to the firm's budget

Front 24

Situation Analysis

Back 24

a factual statement of the organization's current situation and how it got there; it includes relevant facts about the company's history, growth, products, and services, sales volume, share of market, competitive status, market served, distribution system, past advertising programs, results of market research studies, company capabilities, and strengths and weaknesses

Front 25

Stakeholders

Back 25

in relationship marketing, customers, employees, centers of influence, stockholders, the financial community, and the press; different stakeholders require different types of relationships

Front 26

SWOT Analysis

Back 26

an acronym for internal strengths and weaknesses and external opportunities and threats, which represent the four categories used by advertising managers when reviewing a marketing plan; the SWOT analysis briefly market segments, itemizes the long- and short-term marketing objectives, and cites decisions regarding market positioning and the marketing mix

Front 27

Tactics

Back 27

the precise details of a company's marketing strategy that determine the specific short-term actions that will be used to achieve its marketing objectives

Front 28

Target Audience

Back 28

the specific group of individuals to whom the adverting message is directed

Front 29

Value

Back 29

the ratio of perceived benefits to the price of the product