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Non-personal communication from an identified sponsor, designed to inform, persuade, and/or remind
Tactics that involve paid performers who impersonate everyday people and endorse products in public places
Consumer packaged goods companies
Consumable goods such as food and beverages, footwear and apparel, tobacco, and cleaning products
Build interest; encourage purchase during specific period (coupons, contests, sweepstakes, etc.)
Specialty advertising/promotional products (swag)
Distribution of merchandise to promote awareness of a company (coffee mugs, pens, bags, etc.)
User generated content
Getting consumers to talk, because consumers trust the recommendations of people like themselves
Content that advertisers specifically create to feature products or services (product placement, branded entertainment)
Where advertisers showcase their products in longer-form narrative films instead of brief commercials
The activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large
Marketers first identify customers' needs and then provide products or services that satisfy those needs
The tools the organization uses to create a desired response among a set of predefined consumers (price, product, promotion, place)
The aspects of the product or service that help the consumer to use the core product (warranties, the soft drinks an airline serves, and instruction manuals, etc.)
Direct distribution channels
This short producer-to-consumer channel, because the consumer buys directly from the producer
Indirect distribution channels
Includes one or more intermediaries—such as wholesalers, agents, brokers, or retailers—who help move the product from the manufacturer to the consumer
A "middleman" in the distribution chain; a merchant who buys goods and sells them to other businesses, not to consumers
Strategy in which two or more channel partners agree to promote a product jointly (a candy company and a grocery store agree to share the cost of a Halloween newspaper)
Promotional push strategies
Promotional programs designed to motivate channel members to stock certain products
Advertising by a manufacturer that aims to entice merchants to stock their product
Provide all services for entire advertising process (planning, creating, producing, placing, research, evaluation, PR, design, event planning, etc.)
Agencies that focus on one aspect of the creative process, such as media or interactive (Havas's Havas Digital or MPG)
Agencies set up within the corporation, typically run by an advertising director who chooses which services to buy and which to perform internally
Agency of record
Agency that has the closest relationship with the marketer in terms of strategy and spending
Work with clients to identify the benefits a brand offers, who the target audience is, and what position they should take
Work with clients to obtain or conduct research that will help clients understand their markets and audiences
Creative services staff
Work with clients to develop the concepts and messages that will catch consumers' interest and attention (art director, copywriter, production staff)
Decide how best to allocate the client's budget to use the best media to most effectively reach the target audience
Heads the advertising sales department and oversees advertising rate policies, promotion, and the sales staff
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