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59 Cards in this Set
- Front
- Back
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types of advertising
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product advertising
institutional advertising retail and local advertising |
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product advertising
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advertising messages that focus on a specific good or service
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institutional advertising
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advertising messages that promote the activities, personality, or point of view of an organization or company
corporate advertising: advertising that promotes the company as a whole instead of a firm's individual products advocacy advertising: a type of public service advertising where an organization seeks to influence public opinion on an issue because it has some stake in the outcome public service advertisements (PSAs): advertising run by the media for not-for-profit organizations or to champion a particular cause without change |
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advertising campaign
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a coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time
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limited service agency
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an agency that provides one or more specialized services, such as media buying or creative development
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retail and local advertising
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both major retailers and small, local businesses advertise to encourage customers to shop at a specific store or use a specific service (pop up ad online, newspaper circulars)
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full service agency
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an agency that provides most or all of the services needed to mount a campaign including research, creation of ad copy and art, media selection, and production of the final message
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account executive (account manager)
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the soul of the operation: a member of the account management dept. who supervises the day-to-day activities of the account and is the primary liasion between the agency and the client
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advertising agency hires
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account executive
creative services research and marketing services media planner |
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creative services
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the heart of communication effort. dream up and produce the ads
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research and marketing services
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the brains of the campaign: collect and analyze info that will help account executives develop a sensible strategy
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media planner
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the legs of the campaign. help determine which communication vehicles are the most effective and recommends the most efficient means to deliver the ad by deciding where, when, and how often it will appear.
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user generated content/media
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online consumer comments, opinions, advice and discussions, reviews, photos, images, videos, podcast, webcast, and product related stories available to other customers
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do it yourself ads
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product ads that are created by consumers
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crowdsourcing
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firms outsource marketing activities to a community of users
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ethical issues in advertising
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advertising ins manipulative
deceptive and untruthful (corrective advertising, puffery, greenwashing) offensive and in bad taste creates and perpetuates stereotypes causes people to buy things they don't need |
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greenwashing
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a practice in which companies promote their products as environmentally friendly when in truth the brand provides little ecological benefit
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corrective advertising
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clarifies or qualifies previous deceptive advertising claims
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puffery
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claims made in advertising of product superiority that cannot be proven true or untrue
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developing an ad campaign
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step 1: understand target audience
step 2: establish message & budget objectives step 3: create the ads step 4: pretest what the ads will say step 5: chose the media types & media schedule step 6: evaluate the advertising |
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step 3: create the ads - creative strategy and creative brief
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creative strategy: the process that turns a concept into an advertisement
creative brief: a guideline or blueprint for the marketing communication program that guides the creative process |
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appeals
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rational (unique selling proposition)
emotional reminder advertising teaser ads |
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unique selling proposition
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an advertising appeal that focuses on one clear reason why a particular product is superior
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reminder advertising
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advertising aimed at keeping the name of a brand in people's minds to be sure consumers purchase the product as necessary
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tears or mystery ad
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generate curiosity and interest in a to-be-introduced product by drawing attention to an upcoming ad campaign without mentioning the product
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emotional appeal
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focus on an emotional or social benefit the customer may receive from the product such as safety, love, excitement, pleasure, respect or approval
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execution formats
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comparison
demonstration: in action to prove that the products performs its claim testimonial: celebrity or expert or man on the street states the product's effectiveness slice of life: presents dramatized scene from everyday life lifestyle: shows a person or persons attractive to the target market in an appealing setting |
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tonality
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straightforward
humor dramatic romantic apprehension/fear |
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creative tactics and techniques
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animation and art
celebrity music, jingle, slogans |
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creative elements of advertising
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appeals, execution formats, tonality, and creative tactics & techniques
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step 4: pretesting what the ads will say
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pretesting: a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before the appear in the media
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step 5: chose the media types and schedule
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media planning: the process of developing media objectives, strategies, and tactics for use in an advertising campaign
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where to say it: traditional mass media
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tv
radio newspaper magazines |
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where to say it: digital media
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digital media: media that are digital rather than analog including websites, mobile or cellular phones and digital video such as youtube
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owned media
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internet sites such as web sites, blogs, fb, and twitter accounts owned by an advertiser
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paid media
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internet media such as display ads, sponsorships, and paid key word searches that are paid for by an advertiser
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earned media
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word of mouth or buzz using social media where the advertisers has no control
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website advertising
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banners: top or bottom of webpage
buttons: anywhere on website pop up ad search engines: specified keywords web directory: categories and subcategories email advertising (permission marketing) spam |
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permission marketing
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email advertising in which one line customers have the opportunity to accept or refuse the unsolicited email
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brand entertaniment
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marketers integrate products into entertainment venues
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augmented reality
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form of technology where a view of a real world environment joins a later of virtual computer generated imagery to create a mixed realityq
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support media
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media such as directories or out of home media that may be used to reach people who are not reached by mass media advertising
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out of home media
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communication media that reach people in public places
digital sinage: out of home media that uses digital technology to change the message at will |
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place based media
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advertising media that transmit messages in public places such as doctors offices and airports where certain types of people congregate
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reach (media scheduling)
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% of the target market that will be exposed to the media vehicle
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frequency (media scheduling)
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times a person in the target group will be exposed to the message
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gross rating points (GRPs) (media scheduling)
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measure used for comparing the effectiveness of different media vehicles:
average reach x frequency |
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cost per thousand (media scheduling)
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a measure used to compare the relative cost effectiveness of different media vehicles that have different exposure rates; the cost to deliver a message to 1000 people or homes
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step 6: evaluate the advertising
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postesting: research conducted on consumers' responses to actual advertising messages they have seen or heard
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measuring impact of an advertisement
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unaided recall: test by telephone survey or personal interview whether a person remembers seeing an ad during a specific period without giving the person the name of the ad
aided recall: test uses the name of the brand and other cues to promt answers attitudinal measures: testing consumers' beliefs or feelings about a product before and after exposed to the message about it |
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public relations
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communication function that seeks to build good relationships with an organization's publics including consumers, stockholders and legislators
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publicity
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unpaid communication about an organization that appears in the mass media
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crisis management
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process of managing a company's reputation when some negative event threatens the organization's image
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public relations campaign
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a coordinated effort to communicate with one or more of the firms publics
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pr objectives
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introduce new products
influence gov't legislation enhance image of an organization, city, region or country provide advice and counsel call attention to a firm's involvement with the community |
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pr activities
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press releases: info organization distributes to media
internal pr: aimed at employees investor relations: annual and quarterly reports aimed at investors lobbying: talking & providing info to gov't officials to influence their activities relating to an organization speech writing: on a topic for co. executive to deliver corporate identity: logos, brochures, building design, stationery hat communicate with an image of the organization media relations: develop close relation with media sponsorship: financial support to fund an event in return for publicized recognition of co. contribution special events guerrilla marketing: ambushes consumers with promo content in places they are not expecting |
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sales promo
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programs designed to build interest in or encourage purchase of a product during a specified period
price based: coupons, price off packs, rebates/refunds, continuity/loyalty programs, special/bonus packs, attention getting: contests/sweepstakes, premiums, samples |
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frequency programs
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consumer sales promo programs that offer a discount or free product for multiple purchases over time, also referred to as loyalty continuity programs
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premiums
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items offered free to people who have purchased a product
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