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CH 7 | 469

Terms in this set (15)

advertising management
process of developing and overseeing a company's advertising program
arbitrary allocation
advertising budget that is a figure chosen based on what compnay leaders think should be spent or believe the firm an affored
buzz marketing (WOM)
reaching new customers by emphasizing consumers passing along information about a product
creative brief
-objective of advertisement or advertising campaign
-target audience
-message theme that is to be conveyed
-support for message theme
guerrilla marketing
a method to obtain instant results with limited resources using tactis that rely on creativity, quality relationships with customers, and the willingness to try unusual approaches
lifestyle marketing
reaching customers by tapping into a target audiences core lifestyle, music, culture, and fashion
meet the competition
an advertising budget that matches estimates of competitor spending
objective & task
an advertising budget that is based on estimates of how much should be spend to achieve each advertising objective
percentage of sales
an advertising budget that allocates funds based on either a percentage of the previous year's revenues or a projection of the upcoming year's sales
assessing advertising effectiveness
-attitudinal effects: cognitive & affective, recall of brand
-behavioral effects: increasing pressure to product results, measures include store traffic, website visits
relationship between sales and advertising expenditures
-no direct relationship
-factors which affect the sales and expenditure response curve include: lag effects, threshold effect, carry over effect, decay effect
lag effects
sales rapidly increase but lag behind advertising expenditures
threshold effect
when sales catch up with expenditures
carryover effect
curve continues to grow but growth rate slows
decay effect
sales level off, impact of advertising wear off
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