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39 Cards in this Set

  • Front
  • Back
Advertising plan
A subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful
Pull strategy
The goal is to get consumers to pull the product into the supply chain by demanding it
Push strategy
Designed to increase demand by focusing on wholesaler, retailers, or salespeople
Informative advertising
A communication used to create and build brand awareness, the the ultimate goal of moving the consumer through the buying cycle to purchase
Persuasive advertising
A communication used to motivate consumers to take action
Reminder advertisements
A communication used to remind or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle
Product-focused advertisements
Inform, persuade, or remind consumers about a specific product or service
Institutional advertisements
Inform, persuade, or remind consumers about issues related to places, politics, or an industry
Public service advertising (PSA)
Focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups
Social marketing
The application of marketing principles to a social issue to bring about attitudinal and behavioral change among the general public or a specific population segment
Unique selling proposition (USP)
The common theme or slogan in an advertising campaign
Informational appeals
Help consumers make purchase decisions by offering factual information that encourages consumers to evaluate the brand favorably on the basis of the key benefits it provides
Emotional appeals
Aims to satisfy consumers' emotional desires rather than their utilitarian needs
Media planning
Refers to the process of evaluating and selecting the media mix
Media mix
The combination of the media used and the frequency of advertising in each medium
Media buy
The actual purchase of air time or print pages, is generally the largest expense in the advertising budget
Mass media
Channels include national newspapers, magazines, radio, and television and are ideal for reaching large numbers of anonymous audience members
Niche media
Channels are more focused and generally used to reach narrower segments, often with unique demographic characteristics or interests
Advertising schedule
Specifies the timing and duration of advertising
Continuous schedule
Runs steadily throughout the year and therefore is suited for products and services that are consumers continually and at relatively steady rates
An advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising
Combines the continuous advertising with flighting schedules by maintaining a base level of advertising but increasing intensity during certain periods
Refers to assessments performed before an ad campaign is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do
Includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problem with the message or the medium
The evaluation of the campaign's impact after it has been implemented
Additional sales caused by the advertising
Legal exaggeration or praise, stopping just short of deception, lavished on a product
Cause-related marketing
Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign
Event sponsorship
Occurs when corporations support various activities, usually in the culture of sports and entertainment sectors
Refers to a type of short-term reduction that can take several forms, such as a "featured price,: a price lower than the regular price
Offers an item for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing
Refers to a brand-sponsored competition that requires some form of skill or effort
Do not require the entrant to complete a task other than buying a ticket or filling out a form
Offers potential customers the opportunity to try a product or service before they make a buying decision
Loyalty programs
Specifically designed to retain customers by offering premiums or other incentive to customers who make multiple purchases over time
Point-of-purchase displays (POP)
Merchandise displays located at the point of purchase, such as a checkout counter
A particular type of price reduction in which a portion of the purchase price is returned by the seller to the buyer in the form of cash
Product placement
When marketers pay to have their product included in nontraditional situations, such as a scene in a movie
When two or more firms join together to reach a specific target market