Terms in this set (17)

  • Top 5 countries in a advertising spending
    USA, China, Japan, Germany, U.K.
  • What is advertising reach?
    Total number of people in your target audience that are actually exposed to the advertisement.
  • What is advertising waste?
    People that your advertisement reaches but who fall outside your target audience and thus do not purchase your products.
  • What type of ads can the media not reject?
    Political Ads
  • What type of advertising does the FDA regulate?
    Prescription Drug Advertisements
  • What is the National Advertising Division® (NAD®) purpose is to __________.
    Serves as an industry organization set up to stop false and deceptive ads starting in the 1970's. (Self regulation)
  • What is the goal of a Primary Demand ad?
    To increase the overall sales for an industry or product (e.g. Got Milk? Beef is what's for dinner, tonight., etc.). These campaigns start when consumers stop buying a certain category of product.
  • What is the goal of a Selective Demand ad?
    To increase the sales of a particular (single) brand within one industry. (e.g. Foster Farms, Lactaid Milk, Gogurt, etc.)
  • What is a Pure Competition?
    There is a very large number of firms. The products are standardized. There is no control over price. Very easy to enter the market, no obstacles. There is no non-price competition. (e.g. agriculture, farmers, cattle)
  • What is an Oligopoly?
    There is a low number of firms in an industry (3-15). The products can be standardized or differentiated. Price control is restricted by mutual interdependence but is possible with illegal agreement. Prices are difficult to change. Market is difficult to enter. There is a great deal of non-price competition particularly with product differentiation. (e.g. automobiles, meat packing)
  • Non-price Competition
    Is a marketing strategy "in which one firm tries to distinguish its product or service from competing products on the basis of attributes like design and workmanship." (e.g. automobiles, gaming, etc.)
  • What is a Pure Monopoly
    There is only one company. The product is unique with no close substitutes. Due to the unique product, price control is considerably great. (e.g. local utilities prescription drugs, patent holders)
  • What is Dramaturgical Advertising?
    A dramatic event or story used to market the product. AIDA (Awareness, Interest, Desire, & Action) (e.g. Taster's Choice coffee couple campaign, Jack Daniels Whiskey ad campaign telling story of product)
  • What is Sociological Advertising?
    We are social beings who make assumptions about people based on the brands they use. Humans are social beings. People operate on habits based on institutions of society and perceptions. Sociological campaigns are not uncommon for beauty products, beverages, breads, etc.
  • What is Psychological Advertising?
    Humans have a subconscious and unconscious mind. This usually reflects in the image of "self" and one's identity. (e.g. Nike "Just Do It" campaign, "Choosy moms choose Jif" campaign, etc. )
  • What is Reminder Advertising?
    Reminder advertising usually has a heartwarming appeal usually not to do with a specific product but to remind consumers of the brand. (e.g. Coke polar bear ads, Kayem summertime hot dog ads, etc.)
  • What is Puffery?
    This serves to "puff up" an exaggerated image of what is being described and is especially featured in testimonials. Promotional statements and claims that express subjective rather than objective views, which no "reasonable person" would take literally.