Marketing Management Ch 15

Front 1

Advertising

Back 1

can be a cost effective way to disseminate messages, whether to build a brand preference or to educate people.

Front 2

Advertising Objectives

Back 2

Is a specific communications task and achievement level to be accomplished with a specific audience in a specific period of time.

Mission

Money

message

media

measurement

Front 3

Informative advertising

Back 3

Aims to create brand awareness and knowledge of new products or new features of existing products.

Front 4

Persuasive advertising

Back 4

Aims to create liking, preference, conviction, and purchase of a product or service.

Front 5

Reminder advertising

Back 5

aims to stimulate repeat purchase of products and services.

Front 6

Reinforcement Advertising

Back 6

Aims to convince current purchasers they made the right choice

Front 7

Stage in product life cycle

Back 7

New products typically merit large advertising budgets to build awareness and gain consumer trail.

Front 8

Market share and consumer base

Back 8

High market share brands usually require less advertising expenditure as a percentage of sales to maintain share.

Front 9

Competition and clutter

Back 9

In a market with a large number of competitors and high advertising spending, a brand must advertise more heavily to be heard.

Front 10

Adverting frequency

Back 10

The number of repetitions needed to put the brand's message across to consumers has an obvious impact on the adverting budget

Front 11

Product substitutability

Back 11

Brands in less-differentiated or commodity-like product classes require heavy advertising to establish a unique image

Front 12

Message Generation and Evaluation

Back 12

Positioning of an ad

Creative brief

Open Sourcing/crowsourcing

Front 13

Creative development and execution

Back 13

Advertising medium (Television, bring, and radio advertising media)

Front 14

•Legal and social issues

Back 14

Advertisers must not make false claims

Must not use false demonstrations

Must not create ads with the capacity to deceiveMust avoid bait-and-switch advertising

Front 15

Reach

Back 15

The number of different persons or households exposed to a particular media schedule at least once during a specified time period.

Front 16

Frequency

Back 16

The number of times within the specified time period that an average person or household is exposed to the message

Front 17

Impact

Back 17

The qualitative value of an exposure through a given medium.

Front 18

Choosing among major media types

Back 18

The media planner must know the capacity of the major advertise media types to deliver reach, frequency and impact.

Front 19

Place Advertising

Back 19

Is a broad category including many creative and unexpected forms to grab consumers attention where they work, play and shop

Front 20

Point of purchase P-O-P

Back 20

Reaching consumers where buying decoding are made through ads on shopping carts, in stores and live sampling.

Front 21

Selecting specific media vehicles

Back 21

Media planners select the most cost-effective vehicles within each chosen media typed relying on measurement services that estimate audience size, composition and media cost and then calculate it.

Front 22

Setting media timing and geographical allocation

Back 22

Macro scheduling & microscheduling decisions

Front 23

Billboards

Public spaces

Product placement

pint of purchase

Back 23

Choosing Media

- Place advertising options

Front 24

Continuity

Back 24

Exposures appear every throughout a given period

Front 25

Concentration

Back 25

Calls for spending all the chased items and in tightly defined buyer categories

Front 26

Flighting

Back 26

Calls for advertising during a period, followed by a period with no advertising, followed by a second period of advertising activity.

Front 27

Pulsing

Back 27

Is continuous advertising at low levels, reinforced periodically by waves of heavier activity, to help the audience learn the message more thoroughly at a lower cost to the firm

Front 28

Communication effect research

Back 28

Called copy testing, seeks to determine whether an ad is communicating effectively

Front 29

Historical approach

Back 29

Which uses advanced statistical techniques to correlate past sales to past advertising expenditures.

Front 30

Experimental data

Back 30

To measure advertisings sales impact.

Front 31

Sales Promotion

Back 31

A collection of incentive tools,mostly short term, designed to stimulate quicker or greater purchase ofparticular products or services by consumers or the trade.

Front 32

Experiential Marketing

Back 32

Is not only communicated features and benefits but also connects a product or service with unique and interesting experiences.

Front 33

Public

Back 33

Is any group that has an actual or potential interest in or impact on a company ability to achieve its objectives.

Front 34

Public Relations

Back 34

Includes a variety of programs to promote or protect a companies image or individual products

Front 35

Press Relations

Back 35

Presenting news and information about the organization in the most positive light.

Front 36

Product publicity

Back 36

Sponsoring efforts to publicize specific products

Front 37

Corporate communications

Back 37

Promoting understanding of the organization through internal and external communications

Front 38

Lobbying

Back 38

Dealing with legislators an government officials to promote or defeat legislations and regulations

Front 39

Counseling

Back 39

Advising management about public issues as well as company positions and image during good times and bad.

Front 40

Marketing public relations

Back 40

TO support corporate or product promotion an image making

Front 41

Publicity

Back 41

The task of securing editorial space as opposed to paid space in print and broadcast media to promote or hype a product or service.

Front 42

Major decisions in marketing PR

Back 42

Establishing objectives

Choosing messages and vehicles

Implementing the plan–Evaluating results