MARK 201 Chapter 15
|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|
|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)
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|
-Public service activities