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46 terms

Ad 2

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Advertising
Non-personal communication from an identified sponsor, designed to inform, persuade, and/or remind
Guerilla marketing
Tactics that involve paid performers who impersonate everyday people and endorse products in public places
Print advertising
Newspapers, magazines (regional, local, and national)
Direct mail
Sent to people's homes, postcards, brochures, letters, catalogs
Specialty print media
Booklets, folders, CD/DVD inserts, target specific audiences
Broadcast media
Radio and television (network, independent, cable, broadband, and satellite)
Outdoor advertising
Billboards, posters, gas pumps, benches
POP displays
Point of purchase; displays placed where we are going to purchase
Online advertising
Pop-ups, pop-unders, banners, text ads, web pages
Consumer packaged goods companies
Consumable goods such as food and beverages, footwear and apparel, tobacco, and cleaning products
Sales promotion
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
Ad-supported content
Content that advertisers specifically create to feature products or services (product placement, branded entertainment)
Product placement
Insertion of real products in fictional movies, TV shows, books, and plays
Branded entertainment
Where advertisers showcase their products in longer-form narrative films instead of brief commercials
Marketing
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
Marketing concept
Marketers first identify customers' needs and then provide products or services that satisfy those needs
Need
The difference between a consumer's actual state and some ideal or desired state
Marketing mix
The tools the organization uses to create a desired response among a set of predefined consumers (price, product, promotion, place)
The 4 P's
Price, product, promotion, place
Augmented product
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.)
Core product
The basic product or good that is being sold
Packaging
How the product is presented
Place
Where you offer your product for sale
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
Wholesaler
A "middleman" in the distribution chain; a merchant who buys goods and sells them to other businesses, not to consumers
Retailer
The last point in the distribution chain; a merchant who sells to the final consumer
Price
The amount the consumer pays to acquire a product
Cooperative advertising
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
Promotional pull strategies
Convincing customers that they want a product
Trade advertising
Advertising by a manufacturer that aims to entice merchants to stock their product
Full-service agencies
Provide all services for entire advertising process (planning, creating, producing, placing, research, evaluation, PR, design, event planning, etc.)
Specialized agencies
Agencies that focus on one aspect of the creative process, such as media or interactive (Havas's Havas Digital or MPG)
In-house agencies
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
Agency pay structures
Traditionally, based on amount spent on media for campaign; usually 15%
Account managers
Work with clients to identify the benefits a brand offers, who the target audience is, and what position they should take
Account planners
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)
Media buyers/planners
Decide how best to allocate the client's budget to use the best media to most effectively reach the target audience
Market researchers
Employees that learn all they can about the target customer
Ad director
Heads the advertising sales department and oversees advertising rate policies, promotion, and the sales staff
Brand managers
Employees that produce goods or services to be advertised and are responsible for all the advertising and marketing for their product or band