Imc Chapter 1 Definitions

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Advertising

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a paid, mass mediated attempt to persuade

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Advertisements

Back 2

messages placed to persuade an audience

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Advertising Campaign

Back 3

an integrated series of ads that communicate a central theme or idea

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Integrated Brand Promotion (IBP)

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the process of using a wide range of promotional tools working together to create widespread brand exposure

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Integrated Marketing Communication (IMC)

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carefully integrate and coordinate its many communication channels to deliver a clear, consistent and compelling message about the product

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Audience

Back 6

a group of individuals who receive and interpret messages sent from companies

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Target audience

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a particular group of consumers singled out by an organization for an advertising or promotional campaign

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Global advertising

Back 8

using an ad worldwide with only minor changes

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International advertising

Back 9

firms prepare and place different ads in different national markets outside home market

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National advertising

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reaches all geographic areas of one nation

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Regional advertising

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carried out by producers, wholesalers, distributors and retailers that concentrate their efforts in a relatively large, but not national, geographic region

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Local advertising

Back 12

directed at an audience in a single trading area, either city or state

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Cooperative advertising

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sharing of ad expenses between national companies and local merchants

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Marketing

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the process of planning and executing the conceptions, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individuals and organizational objectives

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Marketing Mix

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product, price, promotion and distribution

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Brand

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a name, term, sign or symbol that identifies one seller’s good or service as distinct from those of other sellers

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Brand extension

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an adaptation of an existing brand to a new product area

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Brand loyalty

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occurs when a consumer repeatedly purchases the same brand to the exclusion of competitors’ brands

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Brand equity

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a firm creates and maintains positive associations with the brand

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Market segmentation

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process of breaking down a large, widely varied market into submarkets or segments that are more similar

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Differentiation

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the process of creating a perceived difference, in the mind of the consumer, between organization’s brand and competition’s

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Positioning

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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 and conveyed through ads

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External position

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niche brand will pursue relative to all competitive brands on the market

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Internal position

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must be achieved with regard to other similar brands a firm markets

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Primary demand stimulation

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company is trying to create demand for entire product category

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Selective demand stimulation

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purpose to point out a brand’s unique benefits compared to competition

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Direct response advertising

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asks consumers to act immediately

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Delayed response advertising

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relies on imagery and message themes that emphasize benefits and satisfying characteristics of a brand

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Corporate advertising

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create favorable attitude toward company as a whole

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Brand advertising

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communicates specific benefits by a particular brand