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28 Cards in this Set
- Front
- Back
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Integrated Brand Promotion (IBP)
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is the process of using a wide range of promotional tools working together to create widespread brand exposure
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Advertising is...
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1. Paid for
2. Mass Media 3. Persuasion |
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What are the audience categories?
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Household Consumers, Business People, Members of a trade channel, Professionals, and Government people
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International Advertising
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When firms make ads specific to a national market outside of their own.
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What the categories of advertising of geographic area?
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International, National, Regional, Local
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Creating an Image and Meaning for the brand...
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can deliver a personal connection to the consumer
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In successfully launching a brand...
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they must be cooperation in the trade channels.
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Positioning
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is the process of designing a brand so that it can occupy a distinct and valued place in the target consumer's mind relative to other brands
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external position
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the niche the brand will pursue
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internal position
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the niche a brand achieves with regard to the other similar brands a firm markets
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primary demand stimulation
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a company creating demand for a whole product category
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Primary Demand Stimulation does not work with...
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mature products
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Selective demand stimulation
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ads to point out a brand's unique benefits compared to the competition.
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Delayed response advertising
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ads that relies on imagery and message themes that emphasize the benefits and satisfying characteristics of a brand.
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institutional advertising
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when corporate ads take place in a trade channel
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Ads effect GDP by...
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contributing to levels of overall consumer demand
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IBP is to...
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build and maintain brand awareness, identity, and preference
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Ads are extremely important in...
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building brand awareness and equity
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Crowdsourcing
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the online distribution of certain tasks to group of experts, enthusiasts, or even consumers.
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Consumer sale promotion
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promotion focused on price-off deals, coupons, sampling, rebates, and preminums
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trade-market sales promotions
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promotions destined to help advertise promotions aimed at wholesalers, retailers, vendors, and trade resellers
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Was is the typical structure of for a full-service agency?
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Account Services, Marketing Services, Creative Services, Production Services, Media Services, Administrative Services
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What does account services entail in a advertising agency?
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identifying the benefits a brand offers, its target audiences, and the best competitive positioning, and then developing a complete plan.
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What other things does account services do?
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work with the client in translating cultural and consumer values into advertising and promotional messages through the creative services in the agency and develop the an effective media strategy for determining the best way for reaching the targeted audiences.
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Account Planner entails...
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to be assigned to a client to ensure that research input is included at each stage of development of campaign materials.
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What do creative services do in advertising agency.
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come up with concepts that express the value of the company's brand in memorable and interesting ways.
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What do production services do in a advertising agency.
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Get the ideas and turn them into a advertising product
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What do media planning and buying services in an advertising agency do?
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Try to make the most effective media plan to the target audience within the client's budget.
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