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Marketing Module 14
Terms in this set (52)
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
A specific communication task to be accomplished a specific target audience during a specific period of time
Introduce a new category
Informative advertising is used to
Persuasive advertising is used to
directly or indirectly compare a company with one or more brands
Comparative advertising is used to
advertise mature products
it helps to maintain customer relationships and keep consumers thinking about the product
Reminder advertising is used to
The dollars and other resources allocated to a product or a company advertising program
Plan by which the company accomplishes its advertising objectives by creating advertising messages and selecting the right advertising media.
Today's consumers, armed with an arsenal of weapons, can choose what they watch and don't watch. Increasingly, they are choosing not to watch ads.
Madison & Vine
A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages
Making the brand an inseparable part of some other form of entertainment or content
Ex: Product placements
Advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform.
The compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way
Meaningful, Believable, Distinctive
Creative concepts should include three advertising appeals
The approach, style, tone, words, and format used for executing an advertising message
The vehicles through which advertising messages are delivered to their intended audiences
Return on advertising investment
The net return on advertising investment
costs of the advertising investment
A marketing services firm that assist companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
Socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meeting their needs
An organized movement of citizens and government agencies designed to improve the rights and power of buyers in relation to sellers
An organized movement of concerned citizens, businesses, and government agencies designed to protect and improve people's current and future living environment
A management approach that involves developing strategies that both sustain the environment and product profits for the company
Sense of mission marketing
Sustainable marketing principles
A company should view and organize its marketing activities from the consumer's point of view.
A company should put most of its resources into customer value-building marketing investments.
A company should seek real product and marketing improvements.
Sense of mission marketing
A company should define its mission in broad social terms rather than narrow product terms.
A company should make marketing decisions by considering consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests.
Products that have neither immediate appeal not long-run benefits
ex: Ineffective medicine
Products that give high immediate satisfaction but may hurt consumers in the long run
Ex: Cigarettes, Junk food
Products that have low immediate appeal but may benefit consumers in the long run
Ex: Bicycle helmets, insurance policies
Products that give both high immediate satisfaction and high long-run benefits
Ex: Tasty and nutritious breakfast food
Building good relationships with the company's various policies by obtaining favorable publicity
Press relations/press agency
The creation and placing of news worthy information to attract attention to a person, product, or service
Building and maintaining national or local community relations
Actively engaging and influencing governmental policy at the local, state, and national level that might impact business results
Incremental method (promotional budget)
A percentage is added to or subtracted from this year's budget to determine next year's.
Product Line pricing
Setting prices across an entire product line.
Optional product pricing
Pricing optional or accessory products sold with the main product.
Captive product pricing
Pricing products that must be used with the main product.
By product pricing
Pricing low-value by-products to get rid of or make money on them.
Product bundle pricing
Pricing bundles of products sold together.
The availability of substitutes
The time period involved
The individual consumer buying it
Determinants of price elasticity:
Develop strategy (message and medium)
Evaluate campaign's effectiveness
Steps of the Advertisement Development Process
A measure of the percentage of people in the target market who are exposed to the ad campaign during a given period-of-time.
A measure of how many times the average person in the target market is exposed to the message
The qualitative value of a message exposure through a given medium.
A measure of things such as ratings, readership, listenership, and click-through rates.
Perceived/planned obsolescence of product
Poor service to disadvantaged consumers
Critics of marketing say it affects individual consumers negatively by:
Material and cultural pollution
Broader health issues
Critics of marketing say it affects society negatively by:
Do no harm
Foster trust in the marketing system
Embrace ethical values
American Marketing Association (AMA) Code of Ethics
This set is often in folders with...
Marketing Module 11
Marketing Module 12
Marketing Module 13
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