Advertising Principles And Practices Ch 8 Vocab

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account manager

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also known as account executive or account supervisor.
Is responsible for strategy development, managing the resources of the agency, and communication with the client.

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added value

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1. in sales promotion: an approach where something is added instead of discounting the price.
2. in advertising terms: refers to brand equity

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advertising agency

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an agent hired and authorized to take care of advertising matters for a client. A full service agency will plan, set objectives and strategies, create, place, and evaluate the advertising. A limited service agency may only create or place the ad.

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advertising budget

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the amount of money available for an ad campaign. Often divided into advertising, sales promotion, production, etc.

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advertising campaign

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a group of advertisements, commercials, and related promotional materials and activities designed to be used during the same period of time as part of a coordinated advertising plan to meet the specified advertising objectives of a client.

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advertising effectiveness

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the extent that the ad campaign met the objectives that were established.

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advertising evaluation

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evaluation of the effectiveness of the ad campaign. Four measures include recall, persuasion, entertainment, and sales.

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advertising objective

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what the advertiser hopes to accomplish as a result of the advertising. It is the same as a marketing strategy.

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advertising plan

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a written document outlining the advertising objective, the rationale for the objective, and how it will be fulfilled

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advertising strategy

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how the advertiser plans to fulfill the objective. It can be written for media, creative, sales promotion, public relations, production, etc. Contained within the advertising plan.

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background review

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sometimes called a situation analysis.
It is a recap of what is currently known about the brand. It includes current users, geographic, seasonality, purchase cycle, creative requirements, competitive sales, and competitive spending.

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budget

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sales volume or spending allocation

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consumer

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the people who will buy the brand

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consumer orientation

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the think about the brand from the consumer's point of view instead of the manufacturers viewpoint.

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creative brief

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this is used to brief the creative department. It contains a creative strategy and other background information needed to write and visually create advertising

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creative objective

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what the advertiser hopes to accomplish as a result of the creative product. It is the same as the marketing strategy. It can start with the words "to establish".

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creative platform

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similar to a creative brief, but follows a more exacting format. The parameters contained are usually target audience, benefit, support, and some type of tone and manner or brand character statement.

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creative strategy

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How the advertiser plans to fulfill the objective. A good template is to convince _____, to use _____, instead of _____, because _____.

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creative work plan

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an action plan to create and produce advertising. It contains a creative platform.

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customer

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the people who currently buy the Brand.

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designer grid

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a quantitative weighting system used to make complicated decisions.

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IMC

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Integrated Marketing Communication.

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MarCom

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marketing communications

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MOST

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mission, objectives, strategies, tactics

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marketing plan

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a written document designed to outline the marketing objective, the rationale for the objective, and how it will be fulfilled. It contains elements for the five Ps: price, product, promotion, place, and people.

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media objective

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what the advertiser hopes to accomplish as a result of the media plan. It is the same as the marketing strategy.

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media plan

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A written document designed to outline the media objectives, the rationale for the objective, and how they will be fulfilled.

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media strategy

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how the advertiser plans to fulfill the media objective. There are media strategy for media mix, types, formats, geography, seasonality, and flighting/continuity.

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mission

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the overall goal, a company's reason for being

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positioning

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The art of arranging the mental picture of your Brand maintained by the target audience. Positioning is done to the mind, not the product.

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public relations

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part of the "Promotion" P. It seeks to use publicity and other forms of non paid communication to influence attitudes and buying behavior.

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positioning

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the art of arranging the mental picture of your brand maintained by the target audience. It is done to the mind, not the product.

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reach

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The percent of the target group which has been exposed to the advertising at least once. It is an unduplicated number.

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sales promotion

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part of the "Promotion" P. It seeks to use small rewards to change the value relationship of the Brand. An example is a fifty cent coupon.

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secondary research

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gathering and analysis of info which is available in published form like printed or online sources.

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primary research

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gathering and analysis of original information from a sample or population

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strategy

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how you get there, the way you accomplish your objective

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SWOT analysis

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Strengths, Weaknesses, Opportunities, and Threats.

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tactics

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specific actions to fulfill strategies.

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target audience

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the group of people most likely to purchase of the product. These people can be users, those who influence the users, and actual buyers.

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trade

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retailers and wholesales in the distribution channel who will resell the product to the end users or consumer.

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USP

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Unique Selling Proposition
an advertising approach developed by Rosser Reeves

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Word of mouth

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an important way of getting out information about products