Intro To Advertising
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17 terms
Terms | Definitions |
|---|---|
 Market Analysis | Examines the customers and their motives for buying the products |
| Executive Summary | Summarizes the most important information needed in order to make decisions concerning the advertising plan |
| Industry Analysis | Examines developments and trends in the industry |
| Overview | Identifies the documents' structure and the material that will be covered in the advertising plan |
| Situational Analysis | Examination of conditions and circumstances that affect the product or service. Serves four functions: Reviews the company and product history, Evaluates the strengths and weaknesses, defines the target segment, evaluates the competition |
| Top of Mind Awareness | The percent of respondents who, without prompting, name a specific brand or product first when asked to list all the advertisements they recall seeing in a general product category over the past 30 days. |
| Budget Setting Methods | Affordable Method, Historical Method, Percent of Sales Method |
| Share of Voice Budgeting | Budgeting based on the amount spent by the competitors |
| Target Segment | A sub group of the market that is chosen to be the focus of the market for the advertising campaign |
| Positioning | The process of making an advertiser's product different from the other products in the consumers mind. |
| Syndicated Research | Research with multiple sponsors or sold to multiple audiences. |
| Brand Image | The characteristic that most consumers associate with the brand |
| Concentrated Marketing | Businesses direct all of the firm's marketing recourses toward satisfying a small segment |
| Unaided Recall | Asks the consumer to remember the elements of an advertisement without any prompting |
| Aided Recall | Asks the consumer to remember the elements of an advertisement with some prompting |
| Levels of Economic Development | Developing Countries and Industrialized Countries |
| Return on Investment | The amount earned from what was spent |
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