Adv. 2
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Created by:
bacalloway on March 29, 2012
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101 terms
Terms | Definitions |
|---|---|
 What are the four functions of a full service agency? | 1. account management 2. creative 3. media planning and placement 4. research |
| What are the types of agencies? | mega-agencies (world agency "brands"), independent national, regional, and local (independent entities), Niche agencies (rely on a unique specialty), Digital Agencies (working to add digital capabilities), Other agencies (in-house, marketing consultants, creative boutiques or design houses, media, research |
| What are the differences between local, regional, national, and global agencies? | regional and local work closely with clients, often retailers and service providers; national: focuses on the countries culture and business environment; global: around the world |
| What are the four types of specialized or niche agencies? | business to business (specialize in developing marketing and advertising programs for companies to sell to other businesses); creative boutiques and design houses (creativity, works directly with advertiser; DH: logos and package design) ; ethnic agencies (ethnic groups), digital agencies |
| What are the two primary roles of an agency? | 1. Idea generation (creativity) 2. brand building |
| What are the four major departmental functions of an agency? | account management, creative services, media planning and buying, research |
| account managers | liaison between agency and client; develop advertising plan and marshaling the agency's resources |
| account executives | responsible for day-to-day operation of the account; involved in every department; scheduling meetings, obtaining client and legal approvals, budget control, and presenting agency viewpoints and recommendations |
| account supervisors | direct and supervise the planning and execution of account activities |
| management supervisors | managers who supervise account executives and who report to the agency's director of account services; responsible for overall performance on the account as well as client/agency relationship |
| directors of account management | responsible for department's organizational chart, reporting structure, policies and proceedures. |
| fee systems | Hourly rates or by product (flat rate) |
| What one is used most today? | ... |
| brand building | The process of strengthening and developing the brand name of the good or service that the firm is producing to boost demand for it. |
| conflict of interest | a situation that occurs when an advertising agency is handling two or more clients that compete with one anotehr |
| creative strategy | a guide for those developing the advertising by defining the target audience, restating the objective of the advertising, specifies the key benefits to be communicated, and offers support for those benefits. |
| creative team | In an ad agency, consists of an art director and copywriter as partners. They come up with the creative concept. |
| virtual office | A mobile office in which people can work anywhere, as long as they have the tools to communicate with customers and colleagues. |
| What are the different types of magazines | general interest and specialized, trade magazines, |
| What are the different types of radio | radio networks, big news radio, niche stations |
| What are the different types of television | network, national cable, syndication, and local |
| What are the different types of newspapers | alternative newspapers, niche newspapers, news, sports, local news, nationals news, and worldly news |
| money medium for radio | ads, commercials |
| money medium for newspapers | classified ads |
| money medium for television | commercials, in show advertising |
| money medium for magazines | ads, keeping consumers interested in niche magazines, promotions |
| What is the differences between cable, syndicated, and network tv? | cable is in 60% of households, syndicated supply programs to stations and some cable networks, and network is 24 hour specialized programs appealing to taste and interest |
| six types of newspaper advertising | local display, national (general) advertising, legal advertising, classified, pre-print, coupon |
| out of home mean | outdoor advertising, puts ads where consumers travel,gather, shop, and buy |
| most used form of out of home | billboards |
| types of radio advertising | local, spot, network |
| types of television advertising | local spot, adjacencies; television tries to appeal to the people who would be watching that channel. |
| mobile | phones, laptops, tablets; location based advertising, 54% has some sort of mobile device |
| internet | interest based, combines the 3 mediums radio, television and newspaper |
| theater advertising | previews |
| ADI (Area of Dominant Influence) | Arbitron's mutually exclusive tv marketing areas defined by counties where the majority of total tv viewing occurs |
| Arbitron | a national audience measurement service that provides ratings for radios and television stations |
| Neilson | 1. company that measures tv viewing as well as other marketing search 2. tv ratings from neilson |
| Drive time | morning and afternoon time spent by commuters listening to their car radios |
| circulation | the total number of copies of a newspaper or magazine distributed by subscription, newsstand, and/or bulk |
| narrowcast | specialized electronic programming or any other specific medium that is geared toward a specific target audience, thus delivering a narrow portion of the total media audience |
| zipping commercials | fast forwarding through commercials |
| zapping commercials | turning commercials off |
| rate card | the list of advertising prices, mechanical requirements, issue dates, closing dates, and circulation info |
| run of press (ROP) | a newspaper ad insertion that runs anywhere in that paper. position not specified. |
| time shifting | recording of a television program for playback at some later time |
| MarCom | marketing communications; direct m, direct sales, event, merchandising, pr, sales and retail relations, corporate giving, sales promotion, trade |
| push advertising | hard sell and reason why; a style that emphasizes building a strong logical sales proposition and pushing that message at the consumer often. |
| pull advertising | soft sell and image; style emphasizes attracting consumers by pulling them into the message with an engaging or entertaining presentation. |
| consumer vs. trade promotions | consumer is viewed as pull and trade is viewed as push |
| sales promotion | Short-term incentives to encourage the purchase or sale of a product or service; part of the "P; seeks to use rewards to change the value of the brand |
| coupons | A voucher entitling the holder to a discount off a particular product. |
| contests | Promotional scheme in which (unlike in a sweepstake) participants compete for prizes by accomplishing something that requires skill. Although (unlike in a lottery) no fee is charged for participating in a contest, a certain number of proof-of-purchase tokens (such as bottle caps or empty packages) are often required to accompany each entry. |
| sweepstakes | Promotional scheme in which (unlike in a sweepstake) participants compete for prizes by accomplishing something that requires skill. Although (unlike in a lottery) no fee is charged for participating in a contest, a certain number of proof-of-purchase tokens (such as bottle caps or empty packages) are often required to accompany each entry. |
| premium | Merchandise offered free or at reduced price to make a combined offer (see bundling) more attractive to the customer |
| rebates | Return of a portion of a purchase price by a seller to a buyer, usually on purchase of a specified quantity, or value, of goods within a specified period. Unlike discount (which is deducted in advance of payment), rebate is given after the payment of full invoice amount. |
| Continuity programs | A marking strategy wherein the seller launches an ongoing promotion in order to attract and retain customers. An example is where a supermarket offers to give away gifts every month for customers who buy a certain type or amount of product. Airline frequent flier discounts are also examples of a continuity program. |
| trade promotions | retailers and wholesales in the distribution channel who will resell the product to the end users or consumers |
| Direct Mail | Contacting carefully targeted prospects with custom tailored offers or promotional material (such as brochures, circulars, letters, newsletters) on one-to-one basis via ordinary mail or email. These mailings almost always carry a response mechanism such as a toll-free number, website address, and/or a business-reply card. In the US, direct mail advertising is the largest single advertising medium totaling over $50 billion per year, or about 35 percent of all annual advertising expenditure. |
| Direct Response Television | Promotional method in which a prospective customer is urged to respond immediately and directly to the advertiser, through the use of a 'device' provided in the advertisement. These devices (called direct response mechanisms) include a (1) coupon to cut and mail, (2) business reply card, (3) toll-free telephone number, or, on the internet, (4) hotspot to click. Most retail sale advertisements are direct response ads in one way or the other. |
| Telemarketing database service ** | Contacting, qualifying, and canvassing prospective customers using telecommunications devices such as telephone, fax, and internet. It does not include direct mail marketing. |
| interactive Marketing | Trading situation where the buyers specify the nature and application of products they wish to buy and sellers try to match these requests almost instantly or in a very short time. A large part of trading over the internet is through interactive marketing. |
| consumer relations marketing** | ?? |
| LTV (Lifetime value) | direct marketing concept of determining the long-term value of an individual customer |
| public relations (differs from advertising) | activities designed to generate news coverage or other positive impact with the public |
| marketing public relations tactics | press kits, press releases, media/press tours, technical articles, feature article development, event management, product publicity |
| types of marketing research | limited-service rs suppliers (syndicated, standardized, specialized), full-service rs suppliers (total research project from start to finish) |
| event marketing | promotional activity in which a marketer provides financial support for an event in exchange for the right to have its name or logo displayed at the venue |
| promotional products | a useful item given free to consumers that carries the name or logo of the company giving out the item |
| role of the MarCom manager | title for person responsible for planning and implementing coordinated, integrated marketing communications |
| frequency programs | type of consumer promotion that rewards customers for repeated patronage; frequent flyer miles |
| press tour | occasion when members of news media are invited to tour a company's facilities and meet with company executives |
| single most important thing in advertising | advertising for a brand |
| campaign concept | marketing strategy, advertising objective and strategy, creative strategy, media objective and strategy, other plans and strategies |
| language of marketing | uses same as war and politics |
| How does advertising work | ?? |
| campaign process- where did campaigns come from? | ?? |
| MOST | mission, objective, strategies, tatics |
| demographics | the characteristics of a population with respect to age, race, and gender. |
| psychographics | Studies of consumers based on social and psychological characteristics such as attitudes, interests, and opinions |
| attribute | an abstraction belonging to or characteristic of an entity |
| feature | an article of merchandise that is displayed or advertised more than other articles |
| laddering | the process of moving through this sequence; answering a question moves you up the ladder |
| two primary functions of advertising | ... |
| grp | gross rating points |
| trp | target rating points |
| the three measures of effectiveness | grps, trps, frequency |
| reach | the percent of the target group which has been exposed to the advertising at least once |
| frequency | the number of times an individual or household is exposed to an advertising message over a certain period of time |
| situation analysis | recap of what is currently know about the brand |
| Why is research important | to know who we're selling to |
| is feedback important | helps improve product |
| added value | means a marketing or advertising activity makes the product more valuable, useful, or appealing to the consumer |
| advertising effectiveness | is the extent to which the advertising has produced the result desired. |
| SWOT analysis | strength, weakness, opportunity, and threats |
| USP | unique selling proposition, rosser reeves |
| in-house | agencies inside of the marketing department |
| marketing consultants | provide strategic thinking |
| creative boutiques or design houses | creative services |
| media | buying services; provide things offered by an agency in a media department |
| research | may be provided by a wide variety of marketing research suppliers |
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