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13 Cards in this Set
- Front
- Back
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Advertising
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any form of nonpersonal presentation and promotion of ideas goods, and services usually paid for by an identified sponsor
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basic functions of advertising society
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• Aware of product
• Increase sales expand business • Competition w/other similar companies • Creates a connection between corps and consumer • Targeting specific demographic • Raise money for foundations or charities |
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three main points
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1. Education
a. Learn of new products/services b. Learn of improvements of older products 2. Economic role a. Competition/create better products 3. Marketing function a. Demographic that will purchase it b. Strategic plan for promotion and sales |
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three major players
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1. Advertiser (company)
a. Ex. Southwest Airline 2. Agencies 3. Media |
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account services
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• Go between from agency to company advertiser
• Contact person for advertiser • Maintain relationships o Meet with client |
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in creative services, art department
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• Visual components of ads
• Color schemes • Characters • Theme for ad campaign |
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in creative services, copy writers
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• Slogans
• Jingles • Packaging/ copy |
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in media services, research department
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• Consumer reports
• Neilson research • Pew research |
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in media services, media planners
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• Experts in all media
• Crunch number • Taking budget for ads breaking down • Objectives: keep apple customers; least amount of $ • New customers- more $ on TV (network TV, cable |
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in media services, media buyers
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• Contact for media outlets
• Negotiate prices • Building relationship with media outlets |
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stages of ad campaign
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1. Choose marketing strategy
a. Ex. Price points b. Positioning product, how do you place product in front of company? 2. Selecting main appeal or theme a. Humor b. Sex sells c. Consumer’s desired image 3. Translating appeal/ theme into media a. Making it work across all desired media 4. Producing ads 5. Buying time and space 6. Executing/evaluation of company |
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4 ways to evaluate media
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1. Reach- number of people who have potential to see ad
2. Frequency- how many time does the potential consumer in ad 3. Selectivity- advertisement actually reaching intended consumer 4. Efficiency- return of your money dollar |
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Public relations
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• appearance
• Campaign ads • SPIN • BS • Famous people- crisis management • Formal planner • Press releases • Social image control • Focused on |
