Advertising Mid Term #2 Part 2

Front 1

Creative Pyramid

Back 1

Is a model that can help the creative team convert the advertising strategy and the big idea into the actual physical ad or commericial.
1.Attention
2.Interest-carries the viewer to the rest of the ad
3.Credibility-counter skepticism
4.Desire-visual enjoying the benifits
5.Action

Front 2

Database/ IMC program

Back 2

Database-enables marketers to target, segment, and grade customers.

IMC program- process of building and reinforcing mutually protitable relationships with employees, customers, other stakeholders, and the general public by developing a communications program that helps them to have constructive encounter with the company through a vartiety of media or other contacts.

Front 3

Telemarketing

Back 3

(direct-marketing technique)to increase productivity through person-to-person phone contact

Front 4

Stages of Market Planning

Back 4

1.Situation Analysis
2.Marketing Objectives
3.Marketing Strategy
4.Tactics

Front 5

Direct Sales Strategy

Back 5

Marketers' represenatatives sell to customers directly. Personal (face to face) or telemarketing

Front 6

Personal Selling

Back 6

Interpersonal communication process by which a seller ascertains and then satisfies the needs of a buyer, to the mutual, long-term benefits of both parties.

Front 7

Publicity

Back 7

Generation of news about a person, product, or service that appears in print or electronic media

Front 8

Crisis Management

Back 8

"Damage control" on a product, product name or a company.
1.Take immediate corrective action on a problem
2.Actively cooperate with authorites in the investigation
3.Quickly rebuild the name of the product at hand

Front 9

Press release

Back 9

Typed sheets of information issued to generate publicity or shed light on a subject of interest.

Front 10

"Creatives"

Back 10

Copywriter, art director and creative directors.
The people who work in the creative department.

Front 11

Advertising

Back 11

Structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products, goods, services and ideas, by identified sponsors through various media

Front 12

Relationship marketing

Back 12

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

Front 13

Continuous scheduling

Back 13

Advertising runs steadily and varies little over the campaign period.

Front 14

GRP (Gross rating points)

Back 14

Adding the ratings of several media vehicles can determine the message weight of a given advertising schedule.
EX: A schedual delivered 180 GRPs, that means the gross impressions generated by the schedual equaled 180% of the target market population.

Front 15

Frequency

Back 15

Number of times the same person or household is exsposed to a vehicle in a specified time span.

Front 16

Creative Process

Back 16

Step-by-step procedure used to discover original ideas and reorganize exsisting concepts in new ways.