Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
51 Cards in this Set
- Front
- Back
ADVERTISING
|
ANY PAID FORM OF NONPERSONAL PRESENTATION & PROMOTION OF IDEAS, GOODS, OR SERVICES BY A SPONSOR
|
|
REMINDER ADVERTISING
|
IMPORTANT FOR MATURE PRODUCTS, KEEPS CONSUMERS THINKING ABOUT THE PRODUCT
|
|
EXECUTION STYLES
|
1.SLICE OF LIFE
2.LIFESTYLE 3.FANTASY 4.MOOD OR IMAGE 5.MUSICAL 6.PERSONALITY SYMBOL 7.TECHNICAL EXPERTISE 8.SCIENTIFIC EVIDENCE 9.TESTIMONIAL EVIDENCE OR ENDORSEMENT |
|
MAJOR MEDIA TYPES
|
1.NEWSPAPERS
2.TELEVISION 3.DIRECT MAIL 4.RADIO 5.MAGAZINES 6.OUTDOOR 7.INTERNET |
|
OPTIMIZERS
|
COMPUTER SOFTWARE APPLICATIONS THAT ALLOW MEDIA PLANNERS TO EVALUATE VAST COMBINATIONS OF TELEVISON PROGRAMS & PRICES
|
|
POINT-OF-PURCHASE (POP) PROMOTION
|
DISPLAY & DEMONSTRATION THAT TAKES PLACE AT THE POINT OF PURCHASE OR SALE
|
|
CONTEST
|
CALLS FOR CONSUMERS TO SUBMIT AN ENTRY TO BE JUDGED BY A PANEL THAT WILL SELECT THE BEST ENTRIES
|
|
PUSH MONEY
|
CASH OR GIFTS TO DEALERS TO "PUSH" THE MANUFACTURER'S GOODS
|
|
4 IMPORTANT DECISIONS WHEN DEVELOPING AN ADVERTISING PROGRAM
|
1.SETTING ADVERTISING OBJECTIVES
2.SETTING ADVERTISING BUDGETS 3.DEVELOPING ADVERTISING STRATEGY 4.EVALUATING ADVERTISING CAMPAIGNS |
|
UNDIFFERENTIATED BRANDS
|
THOSE THAT CLOSELY RESEMBLE OTHER BRANDS IN THEIR PRODUCT CLASS
|
|
MEDIA VEHICLES
|
SPECIFIC MEDIA WITHIN EACH GENERAL MEDIA TYPE
|
|
ADVERTISING AGENCY
|
A MARKETING SERVICES FIRM THAT ASSISTS COMPANIES IN PLANNING, PREPARING, IMPLEMENTING, & EVALUATING ALL OR PORTIONS OF THEIR ADVERTISING PROGRAMS.
|
|
PREMIUM
|
GOOD OFFERED EITHER FREE OR AT LOW COST AS AN INCENTIVE TO BUY A PRODUCT
|
|
SWEEPSTAKES
|
CALLS FOR CONSUMERS TO SUBMIT THEIR NAMES FOR A DRAWING
|
|
SALES CONTEST
|
CONTEST FOR SALESPEOPLE OR DEALERS TO MOTIVATE THEM TO INCREASE THEIR SALES PERFORMANCE OVER A GIVEN PERIOD
|
|
ADVERTISING OBJECTIVE
|
A SPECIFIC COMMUNICATION TASK TO BE ACCOMPLISHED WITH A SPECIFIC TARGET AUDIENCE DURING A SPECIFIC PERIOD OF TIME
|
|
2 MAJOR ELEMENTS OF ADVERTISING STRATEGY
|
1.CREATING ADVERTISING MESSAGES
2.SELECTING ADVERTISING MEDIA |
|
COPY
|
THE MAIN BLOCK OF TEXT IN THE AD
|
|
MEDIA IMPACT
|
THE QUALITATIVE VALUE OF A MESSAGE EXPOSURE THROUGH A GIVEN MEDIUM
|
|
4 AGENCY DEPARTMENTS
|
1.CREATIVE
2.MEDIA 3.RESEARCH 4.BUSINESS |
|
PRICE PACK (CENTS-OFF DEAL)
|
REDUCED PRICE THAT IS MARKED BY THE PRODUCER DIRECTLY ON THE LABEL OR PACKAGE
|
|
ADVERTISING SPECIALTY
|
USEFUL ARTICLE IMPRINTED WITH AN ADVERTISER'S NAME, GIVEN AS A GIFT TO CONSUMERS
|
|
CONTESTS, SWEEPSTAKES, GAMES
|
PROMOTIONAL EVENTS THAT GIVE CONSUMERS THE CHANCE TO WIN SOMETHING
|
|
GAMES
|
PRESENTS CONSUMERS WITH SOMETHING EVERY TIME THEY BUY, WHICH MAY OR MAY NOT HELP THEM WIN A PRIZE
|
|
PUBLIC RELATIONS
|
BUILDING GOOD RELATIONS WITH THE COMPANY'S PUBLICS BY OBTAINING FAVORABLE PUBLICITY, BUILDING UP A GOOD CORPORATE IMAGE, & HANDLING UNFAVORABLE RUMORS, STORIES, & EVENTS
|
|
MAIN CONSUMER PROMOTION TOOLS
|
1.SAMPLES
2.COUPONS 3.CASH REFUNDS 4.PRICE PACKS 5.PREMIUMS 6.ADVERTISING SPECIALTIES 7.PATRONAGE REWARDS 8.POINT-OF-PURCHASE DISPLAYS & DEMONSTRATIONS 9.CONTESTS, SWEEPSTAKES, & GAMES |
|
CLASSIFICATIONS OF ADVERTISING OBJECTIVES (PURPOSES)
|
1.INFORM
2.PERSUADE 3.REMIND |
|
MAJOR STEPS IN MEDIA SELECTION
|
1.DECIDING ON REACH, FREQUENCY, & IMPACT
2.CHOOSING AMONG MAJOR MEDIA TYPES 3.SELECTING SPECIFIC MEDIA VEHICLES 4.DECIDING ON MEDIA TIMING |
|
SALES PROMOTION
|
SHORT-TERM INCENTIVES TO ENCOURAGE THE SALE OF A PRODUCT OR SERVICE
|
|
PATRONAGE REWARD
|
CASH OR OTHER AWARD FOR THE REGULAR USE OF A CERTAIN COMPANY'S PRODUCTS OR SERVICES
|
|
ALLOWANCE
|
PROMOTIONAL MONEY PAID BY MANUFACTURERS TO RETAILERS IN RETURN FOR AN AGREEMENT TO FEATURE THE MANUFACTURER'S PRODUCTS IN SOME WAY
|
|
FUNCTIONS OF PUBLIC RELATIONS DEPARTMENTS
|
1.PRESS RELATIONS OR PRESS AGENTRY
2.PRODUCT PUBLICITY 3.PUBLIC AFFAIRS 4.LOBBYING 5.INVESTOR RELATIONS 6.DEVELOPMENT |
|
INFORMATIVE ADVERTISING
|
USED WHEN INTRODUCING A NEW PRODUCT CATEGORY, OBJECTIVE IS TO BUILD PRIMARY DEMAND
|
|
MESSAGE STRATEGY STEPS
|
1.PLAN A MESSAGE STRATEGY
2.DEVELOP A COMPELLING CREATIVE CONCEPT ("BIG IDEA") |
|
REACH
|
THE PERCENTAGE OF PEOPLE IN THE TARGET MARKET WHO ARE EXPOSED TO THE AD CAMPAIGN DURING A GIVEN PERIOD OF TIME
|
|
SELECTING MEDIA VEHICLES
|
1.THE PLANNER SHOULD BALANCE COSTS AGAINST THE MEDIA VEHICLE'S AUDIENCE QUALITY
2.THE MEDIA PLANNER SHOULD CONSIDER AUDIENCE ATTENTION 3.THE PLANNER SHOULD ASSESS THE VEHICLE'S EDITORIAL QUALITY |
|
SALES PROMOTION TARGETS
|
1.FINAL BUYERS (CONSUMER PROMOTIONS)
2.BUSINESS CUSTOMERS (BUSINESS PROMOTIONS) 3.RETAILERS & WHOLESALERS (TRADE PROMOTIONS) 4.MEMBERS OF THE SALES FORCE (SALES FORCE PROMOTIONS) |
|
ADVERTISING ALLOWANCE
|
COMPENSATES RETAILERS FOR ADVERTISING THE PRODUCT
|
|
TOOLS OF PUBLIC RELATIONS PROFESSIONALS
|
1.NEWS
2.SPEECHES 3.SPECIAL EVENTS 4.WRITTEN MATERIALS 5.AUDIOVISUAL MATERIALS 6.CORPORATE IDENTITY MATERIALS 7.PUBLIC SERVICE ACTIVITIES |
|
PERSUASIVE ADVERTISING
|
BECOMES IMPORTANT AS COMPETITION INCREASES, THE COMPANY'S OBJECTIVE IS TO BUILD SELECTIVE DEMAND
|
|
CONTINUITY
|
SCHEDULING ADS EVENLY WITHIN A GIVEN PERIOD
|
|
SAMPLE
|
A SMALL AMOUNT OF A PRODUCT OFFERED TO CONSUMERS FOR TRIAL
|
|
DISCOUNT
|
A STRAIGHT REDUCTION IN PRICE ON PURCHASES DURING A STATED PERIOD OF TIME
|
|
DISPLAY ALLOWANCE
|
COMPENSATES RETAILERS FOR USING SPECIAL DISPLAYS
|
|
COMPARATIVE ADVERTISING
|
WHERE A COMPANY COMPARES ITS BRAND WITH OTHER BRANDS
|
|
3 CHARACTERISTICS OF ADVERTISING APPEALS
|
1.MEANINGFUL
2.BELIEVABLE 3.DISTINCTIVE |
|
FREQUENCY
|
A MEASURE OF HOW MANY TIMES THE AVERAGE PERSON IN THE TARGET MARKET IS EXPOSED TO THE MESSAGE
|
|
PULSING
|
SCHEDULING ADS UNEVENLY OVER A GIVEN TIME PERIOD
|
|
COUPON
|
CERTIFICATE THAT GIVES BUYERS A SAVING WHEN THEY PURCHASE A SPECIFIED PRODUCT
|
|
CASH REFUND OFFER (REBATE)
|
OFFER TO REFUND PART OF THE PURCHASE PRICE OF A PRODUCT TO CONSUMERS WHO SEND A "PROOF OF PURCHASE" TO THE MANUFACTURER
|
|
FREE GOODS
|
EXTRA CASES OF MERCHANDISE OFFERED TO RESELLERS WHO BUY A CERTAIN QUANTITY OR WHO FEATURE A CERTAIN FLAVOR OR SIZE
|