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18 Cards in this Set
- Front
- Back
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Positioning
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relates to the image of the product and or brand relative to competinf products or brands. The positioning of the product or brand is the key factor in communicating the benefits it offers and differentiating it from the competition.
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Brand Equity
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The intangible asset of added value or goodwill that resluts from the favorable image, impressions of differentiation, and/or the strenghth of consumer attachment of a company name, brand name, or trademark.
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Marketing Mix
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The controllable elements of a marketing program including product, price, promotion, and place.
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Integrated marketing communications
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A strategic business process used to develope, execute, and evaluate corrdinated, measurabe, persuasuve brand communication programs over time with consumers, customers, employees.etc... GIVE PPL THE SAME MESSAGE CONSISTANTY "got milk"
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Account services
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the link between he ad agency and its clients. depending on the size of the client and its advertising budget one or more account executives serve as liaison.
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Account Planners
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advertising agency personal who gather information that is relevent to a clients product or serivce and can be used in the development of creative strategy as well as other aspects of a IMC campaign.
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Commisions from media
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a method of compensations ad agencies whereby the agency receives a specified commision fromt he media on any advertising time or space purchaed (usually 15%)
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Creative Boutiques
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An advertising agency that specializes in and provides only services related to creative aspects advertising
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consumer behavior
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The process and activities that people engage in when searching for, selecting, purchasing, using, evaluatons, and disposingof products and services so as to satisfytheir needs and desires.
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Cognitie Dissonance
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A stat of psychologica; tenstion or post purcahse doubt thata consumer may experience after making a purchase decision.
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Subliminal Perception
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The ability of an individual to perceive a stimulus nelow the level of conscious awarness
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Focus groups
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A qualitative research method whereby groups of 10-12 consumers from a target market are led through a discussion regarding a particular topic such as a product, service, or ad campaign.
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storyboards
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A series of drawlingd used to present a visual plan or layout of a proposed commercial.
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Split Run Test
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An advertising effectiveness measure in which different versions of an ad are run in alternate copies of the same newspaper and/or magazine
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Why Agencies lose Clients
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poor performance or service.
Poor communication. Unrealistic demands by clients. Personal Conflict. Conflicts of interest Declining sales |
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David Ogilv and Leo Burnett
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Legendary figures as a result of their creative genius and and the iconic ad campaigns they developed for popular brands. Marlboro/ Leo (53 yrs) and Kellogg's/ Leo (60 yrs)
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Objective and Task Method
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a build-up approach to budget setting involving a three-step process. (1) determine objectives, (2) determining the strategies and tasks required to obtain these objectivs, and (3) estimationg the costs associated with these strategies and tasks
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Unique selling proposition (USP)
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An advertising strategy that focuses on a product or service attribute that is distinictive to a particular brand and offers an important benfit to the customer.
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