Advertising Midterm 2

Front 1

Venue marketing

Back 1

A form of sponsorship that links a sponsor to a physical site such as stadium, arena, auditorium, or racetrack.

Front 2

Consumer sales promotions

Back 2

Marketing, advertising, and sales promotion activities aimed at inducing trial, purchase, and repurchase by the consumer (aka pull strategy)

Front 3

Effective sales promotions

Back 3

A direct inducement offering extra incentives all along the marketing route- from manufacturers through distribution channels to customers- to accelerate the movement of the product from the producer to the consumers

Front 4

CPM

Back 4

Cost per thousand- a common term describing the cost of reaching one thousand people in a medium's audience. It is used by media planners to compare the cost of various media vehicles.

Front 5

Corporate identity

Back 5

advertising a corporation creates to familiarize the public with its name, logos, trademarks, or corporate signatures, especially after any of these elements are changed.

Front 6

Institutional copy

Back 6

a type of body copy in which the advertiser tries to sell an idea or the merits of the organization or service rather than the sales features of a particular product.

Front 7

Audience

Back 7

the total number of people exposed to a particular medium

Front 8

Value and Fact based thinking

Back 8

Value--a style of thinking where decisions are based on intuition, values, ad ethical judgments.
Fact-- style that tends to fragment concepts into components and to analyze situations to discover the one best solution.

Front 9

Objective of Copywriters

Back 9

copywriters are those who create the words and concepts for ads and commercials

Front 10

Examples of Point of Purchase materials

Back 10

materials set up at a retail location to build traffic, advertise the product and promote impulse buying: window displays, counter displays, streamers, posters

Front 11

Advantages of personal selling

Back 11

personal selling is a method based on person-to-person contact, such as by a salesperson at a retail establishment or by a telephone solicitor.

Front 12

Situation analysis

Back 12

A factual statement of the groups's current situation and how it got there. includes facts of history, growth, products, sales volume, competitive status, market served, distribution system, past advertising programs, results of market research studies, company capabilities, and strengths and weaknesses.

Front 13

Purpose of media planning

Back 13

Media planning is the process that directs advertising messages to the right people in the right place at the right time.

Front 14

Purpose of direct marketing

Back 14

a system of marketing in which companies build their own database of customers w/out the use of retailers

Front 15

Advertising strategy

Back 15

the way advertisers achieve their advertising objectives. determined by creative mix of elements such as target audience, product concept and advertising message

Front 16

Creative brief

Back 16

the creative team's guide for writing and producing an ad. describes the who why what where and whens. includes a definition and description of the target audience

Front 17

Good body copy

Back 17

the text of an advertisement that tells the complete story and attempts to close the sale. it's a logical continuation of the headline and subheads and is usually set in a smaller type size or subheads.

Front 18

2nd stage of printing production process

Back 18

production

Front 19

Public relations

Back 19

the management function that focuses on the relationships and communications that people have with other groups for the purpose is to manage a company's reputation and help build public consent for its enterprises