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101 terms

Adv. 2

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What are the four functions of a full service agency?
1. account management 2. creative 3. media planning and placement 4. research
What are the types of agencies?
mega-agencies (world agency "brands"), independent national, regional, and local (independent entities), Niche agencies (rely on a unique specialty), Digital Agencies (working to add digital capabilities), Other agencies (in-house, marketing consultants, creative boutiques or design houses, media, research
What are the differences between local, regional, national, and global
agencies?
regional and local work closely with clients, often retailers and service providers; national: focuses on the countries culture and business environment; global: around the world
What are the four types of specialized or niche agencies?
business to business (specialize in developing marketing and advertising programs for companies to sell to other businesses); creative boutiques and design houses (creativity, works directly with advertiser; DH: logos and package design) ; ethnic agencies (ethnic groups), digital agencies
What are the two primary roles of an agency?
1. Idea generation (creativity) 2. brand building
What are the four major departmental functions of an agency?
account management, creative services, media planning and buying, research
account managers
liaison between agency and client; develop advertising plan and marshaling the agency's resources
account executives
responsible for day-to-day operation of the account; involved in every department; scheduling meetings, obtaining client and legal approvals, budget control, and presenting agency viewpoints and recommendations
account supervisors
direct and supervise the planning and execution of account activities
management supervisors
managers who supervise account executives and who report to the agency's director of account services; responsible for overall performance on the account as well as client/agency relationship
directors of account management
responsible for department's organizational chart, reporting structure, policies and proceedures.
fee systems
Hourly rates or by product (flat rate)
What one is used most today?
...
brand building
The process of strengthening and developing the brand name of the good or service that the firm is producing to boost demand for it.
conflict of interest
a situation that occurs when an advertising agency is handling two or more clients that compete with one anotehr
creative strategy
a guide for those developing the advertising by defining the target audience, restating the objective of the advertising, specifies the key benefits to be communicated, and offers support for those benefits.
creative team
In an ad agency, consists of an art director and copywriter as partners. They come up with the creative concept.
virtual office
A mobile office in which people can work anywhere, as long as they have the tools to communicate with customers and colleagues.
What are the different types of magazines
general interest and specialized, trade magazines,
What are the different types of radio
radio networks, big news radio, niche stations
What are the different types of television
network, national cable, syndication, and local
What are the different types of newspapers
alternative newspapers, niche newspapers, news, sports, local news, nationals news, and worldly news
money medium for radio
ads, commercials
money medium for newspapers
classified ads
money medium for television
commercials, in show advertising
money medium for magazines
ads, keeping consumers interested in niche magazines, promotions
What is the differences between cable, syndicated, and network tv?
cable is in 60% of households, syndicated supply programs to stations and some cable networks, and network is 24 hour specialized programs appealing to taste and interest
six types of newspaper advertising
local display, national (general) advertising, legal advertising, classified, pre-print, coupon
out of home mean
outdoor advertising, puts ads where consumers travel,gather, shop, and buy
most used form of out of home
billboards
types of radio advertising
local, spot, network
types of television advertising
local spot, adjacencies; television tries to appeal to the people who would be watching that channel.
mobile
phones, laptops, tablets; location based advertising, 54% has some sort of mobile device
internet
interest based, combines the 3 mediums radio, television and newspaper
theater advertising
previews
ADI (Area of Dominant Influence)
Arbitron's mutually exclusive tv marketing areas defined by counties where the majority of total tv viewing occurs
Arbitron
a national audience measurement service that provides ratings for radios and television stations
Neilson
1. company that measures tv viewing as well as other marketing search 2. tv ratings from neilson
Drive time
morning and afternoon time spent by commuters listening to their car radios
circulation
the total number of copies of a newspaper or magazine distributed by subscription, newsstand, and/or bulk
narrowcast
specialized electronic programming or any other specific medium that is geared toward a specific target audience, thus delivering a narrow portion of the total media audience
zipping commercials
fast forwarding through commercials
zapping commercials
turning commercials off
rate card
the list of advertising prices, mechanical requirements, issue dates, closing dates, and circulation info
run of press (ROP)
a newspaper ad insertion that runs anywhere in that paper. position not specified.
time shifting
recording of a television program for playback at some later time
MarCom
marketing communications; direct m, direct sales, event, merchandising, pr, sales and retail relations, corporate giving, sales promotion, trade
push advertising
hard sell and reason why; a style that emphasizes building a strong logical sales proposition and pushing that message at the consumer often.
pull advertising
soft sell and image; style emphasizes attracting consumers by pulling them into the message with an engaging or entertaining presentation.
consumer vs. trade promotions
consumer is viewed as pull and trade is viewed as push
sales promotion
Short-term incentives to encourage the purchase or sale of a product or service; part of the "P; seeks to use rewards to change the value of the brand
coupons
A voucher entitling the holder to a discount off a particular product.
contests
Promotional scheme in which (unlike in a sweepstake) participants compete for prizes by accomplishing something that requires skill. Although (unlike in a lottery) no fee is charged for participating in a contest, a certain number of proof-of-purchase tokens (such as bottle caps or empty packages) are often required to accompany each entry.
sweepstakes
Promotional scheme in which (unlike in a sweepstake) participants compete for prizes by accomplishing something that requires skill. Although (unlike in a lottery) no fee is charged for participating in a contest, a certain number of proof-of-purchase tokens (such as bottle caps or empty packages) are often required to accompany each entry.
premium
Merchandise offered free or at reduced price to make a combined offer (see bundling) more attractive to the customer
rebates
Return of a portion of a purchase price by a seller to a buyer, usually on purchase of a specified quantity, or value, of goods within a specified period. Unlike discount (which is deducted in advance of payment), rebate is given after the payment of full invoice amount.
Continuity programs
A marking strategy wherein the seller launches an ongoing promotion in order to attract and retain customers. An example is where a supermarket offers to give away gifts every month for customers who buy a certain type or amount of product. Airline frequent flier discounts are also examples of a continuity program.
trade promotions
retailers and wholesales in the distribution channel who will resell the product to the end users or consumers
Direct Mail
Contacting carefully targeted prospects with custom tailored offers or promotional material (such as brochures, circulars, letters, newsletters) on one-to-one basis via ordinary mail or email. These mailings almost always carry a response mechanism such as a toll-free number, website address, and/or a business-reply card. In the US, direct mail advertising is the largest single advertising medium totaling over $50 billion per year, or about 35 percent of all annual advertising expenditure.
Direct Response Television
Promotional method in which a prospective customer is urged to respond immediately and directly to the advertiser, through the use of a 'device' provided in the advertisement. These devices (called direct response mechanisms) include a (1) coupon to cut and mail, (2) business reply card, (3) toll-free telephone number, or, on the internet, (4) hotspot to click. Most retail sale advertisements are direct response ads in one way or the other.
Telemarketing database service **
Contacting, qualifying, and canvassing prospective customers using telecommunications devices such as telephone, fax, and internet. It does not include direct mail marketing.
interactive Marketing
Trading situation where the buyers specify the nature and application of products they wish to buy and sellers try to match these requests almost instantly or in a very short time. A large part of trading over the internet is through interactive marketing.
consumer relations marketing**
??
LTV (Lifetime value)
direct marketing concept of determining the long-term value of an individual customer
public relations (differs from advertising)
activities designed to generate news coverage or other positive impact with the public
marketing public relations tactics
press kits, press releases, media/press tours, technical articles, feature article development, event management, product publicity
types of marketing research
limited-service rs suppliers (syndicated, standardized, specialized), full-service rs suppliers (total research project from start to finish)
event marketing
promotional activity in which a marketer provides financial support for an event in exchange for the right to have its name or logo displayed at the venue
promotional products
a useful item given free to consumers that carries the name or logo of the company giving out the item
role of the MarCom manager
title for person responsible for planning and implementing coordinated, integrated marketing communications
frequency programs
type of consumer promotion that rewards customers for repeated patronage; frequent flyer miles
press tour
occasion when members of news media are invited to tour a company's facilities and meet with company executives
single most important thing in advertising
advertising for a brand
campaign concept
marketing strategy, advertising objective and strategy, creative strategy, media objective and strategy, other plans and strategies
language of marketing
uses same as war and politics
How does advertising work
??
campaign process- where did campaigns come from?
??
MOST
mission, objective, strategies, tatics
demographics
the characteristics of a population with respect to age, race, and gender.
psychographics
Studies of consumers based on social and psychological characteristics such as attitudes, interests, and opinions
attribute
an abstraction belonging to or characteristic of an entity
feature
an article of merchandise that is displayed or advertised more than other articles
laddering
the process of moving through this sequence; answering a question moves you up the ladder
two primary functions of advertising
...
grp
gross rating points
trp
target rating points
the three measures of effectiveness
grps, trps, frequency
reach
the percent of the target group which has been exposed to the advertising at least once
frequency
the number of times an individual or household is exposed to an advertising message over a certain period of time
situation analysis
recap of what is currently know about the brand
Why is research important
to know who we're selling to
is feedback important
helps improve product
added value
means a marketing or advertising activity makes the product more valuable, useful, or appealing to the consumer
advertising effectiveness
is the extent to which the advertising has produced the result desired.
SWOT analysis
strength, weakness, opportunity, and threats
USP
unique selling proposition, rosser reeves
in-house
agencies inside of the marketing department
marketing consultants
provide strategic thinking
creative boutiques or design houses
creative services
media
buying services; provide things offered by an agency in a media department
research
may be provided by a wide variety of marketing research suppliers