Ad 2

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46 terms

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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