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46 terms
Terms | Definitions |
|---|---|
 Advertising | Non-personal communication from an identified sponsor, designed to inform, persuade, and/or remind |
| Guerilla marketing | Tactics that involve paid performers who impersonate everyday people and endorse products in public places |
| Print advertising | Newspapers, magazines (regional, local, and national) |
| Direct mail | Sent to people's homes, postcards, brochures, letters, catalogs |
| Specialty print media | Booklets, folders, CD/DVD inserts, target specific audiences |
| Broadcast media | Radio and television (network, independent, cable, broadband, and satellite) |
| Outdoor advertising | Billboards, posters, gas pumps, benches |
| POP displays | Point of purchase; displays placed where we are going to purchase |
| Online advertising | Pop-ups, pop-unders, banners, text ads, web pages |
| Consumer packaged goods companies | Consumable goods such as food and beverages, footwear and apparel, tobacco, and cleaning products |
| Sales promotion | Build interest; encourage purchase during specific period (coupons, contests, sweepstakes, etc.) |
| Specialty advertising/promotional products (swag) | Distribution of merchandise to promote awareness of a company (coffee mugs, pens, bags, etc.) |
| User generated content | Getting consumers to talk, because consumers trust the recommendations of people like themselves |
| Ad-supported content | Content that advertisers specifically create to feature products or services (product placement, branded entertainment) |
| Product placement | Insertion of real products in fictional movies, TV shows, books, and plays |
| Branded entertainment | Where advertisers showcase their products in longer-form narrative films instead of brief commercials |
| Marketing | The activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large |
| Marketing concept | Marketers first identify customers' needs and then provide products or services that satisfy those needs |
| Need | The difference between a consumer's actual state and some ideal or desired state |
| Marketing mix | The tools the organization uses to create a desired response among a set of predefined consumers (price, product, promotion, place) |
| The 4 P's | Price, product, promotion, place |
| Augmented product | The aspects of the product or service that help the consumer to use the core product (warranties, the soft drinks an airline serves, and instruction manuals, etc.) |
| Core product | The basic product or good that is being sold |
| Packaging | How the product is presented |
| Place | Where you offer your product for sale |
| Direct distribution channels | This short producer-to-consumer channel, because the consumer buys directly from the producer |
| Indirect distribution channels | Includes one or more intermediaries—such as wholesalers, agents, brokers, or retailers—who help move the product from the manufacturer to the consumer |
| Wholesaler | A "middleman" in the distribution chain; a merchant who buys goods and sells them to other businesses, not to consumers |
| Retailer | The last point in the distribution chain; a merchant who sells to the final consumer |
| Price | The amount the consumer pays to acquire a product |
| Cooperative advertising | Strategy in which two or more channel partners agree to promote a product jointly (a candy company and a grocery store agree to share the cost of a Halloween newspaper) |
| Promotional push strategies | Promotional programs designed to motivate channel members to stock certain products |
| Promotional pull strategies | Convincing customers that they want a product |
| Trade advertising | Advertising by a manufacturer that aims to entice merchants to stock their product |
| Full-service agencies | Provide all services for entire advertising process (planning, creating, producing, placing, research, evaluation, PR, design, event planning, etc.) |
| Specialized agencies | Agencies that focus on one aspect of the creative process, such as media or interactive (Havas's Havas Digital or MPG) |
| In-house agencies | Agencies set up within the corporation, typically run by an advertising director who chooses which services to buy and which to perform internally |
| Agency of record | Agency that has the closest relationship with the marketer in terms of strategy and spending |
| Agency pay structures | Traditionally, based on amount spent on media for campaign; usually 15% |
| Account managers | Work with clients to identify the benefits a brand offers, who the target audience is, and what position they should take |
| Account planners | Work with clients to obtain or conduct research that will help clients understand their markets and audiences |
| Creative services staff | Work with clients to develop the concepts and messages that will catch consumers' interest and attention (art director, copywriter, production staff) |
| Media buyers/planners | Decide how best to allocate the client's budget to use the best media to most effectively reach the target audience |
| Market researchers | Employees that learn all they can about the target customer |
| Ad director | Heads the advertising sales department and oversees advertising rate policies, promotion, and the sales staff |
| Brand managers | Employees that produce goods or services to be advertised and are responsible for all the advertising and marketing for their product or band |
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