MARK 201 Chapter 15
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Created by:
keithmoonslover on December 9, 2011
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Chapter 15
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12 terms
Terms | Definitions |
|---|---|
 What is advertising? | Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. |
| What are the 5 major advertising decisions? | -Advertising Objective -Advertising Budget -Advertising Message -Advertising Media -Advertising Evaluation |
| What is an advertising objective? | A specific communication task to be accomplished with a specific target audience during a specific period of time. |
| What is an advertising budget? | The dollars and other resources allocated to a product or company advertising program. |
| What is an advertising strategy? | The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media. |
| What is an advertising message strategy? | What message do we want to convey to consumers? How do we get consumers to react and think about the product/company in a certain way? Next - you must develop a creative concept that will bring the message to life in a distinctive and memorable way |
| What are different message execution styles? (9) | 1)Slice of life (typical ppl using the product) 2)Lifestyle (product fits with a specific lifestyle) 3)Fantasy (creates a fantasy around the product or its use) 4)Mood or image (style builds on a mood or image around the product or service like love, beauty, serenity) 5)Musical: Singing 6)Personality: creates a character that represents the product like Mr. Clean or the Energizer bunny 7)Technical expertise: Showing the company's expertise in creating the product 8)Scientific evidence: Presents evidence that the brand is better. 9)Testimonial evidence: Features a highly believable source endorsing the product. i.e. celebrity. |
| What is advertising media? | The vehicles through which advertising messages are delivered to their intended audiences. |
| What are the 4 major steps in advertising media? | 1) deciding on reach, frequency and impact 2) choosing among major media types 3) selecting specific media vehicles 4) deciding on media timing |
| What is "Public Relations?" | Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. |
| What are the 6 major functions of Public Relations? | 1) Press relations or press agency: Creating and placing newsworthy information in the news media 2) Product publicity: Publicizing specific products 3) Public affairs: Building and maintaining national or local relations 4) Lobbying: Building and maintaining relations with legislators and government officials to influence legislation and regulations. 5) Investor relations: Maintaining relationships with shareholders and others in the financial community 6) Development: Public relations with donors or members of not-for-profit organizations to gain financial or volunteer support. |
| What are some of the major public relations tools? (8) | -News -Speeches -Special Events -Buzz marketing -written materials -Audiovisual materials -Public service activities -social networking |
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