Download CHAPTER 4,5,6 | JRNL 301 - Principles Advertising/IMC and more Quizzes Communication in PDF only on Docsity!
Promotions Opportunity Analysis
is the process marketers use to identify target audiences for a company's goods and services and the communication strategies needed to reach these audiences. TERM 2
Communication Market Analysis
DEFINITION 2 is the process of discovering the organization's strengths and weaknesses in the area of marketing communication and combining that information with an analysis of the opportunities and threats present in the firm's external environment. TERM 3
5 Areas of
CMS
DEFINITION 3 Competitors Opportunities Target Markets Customers Product Positioning TERM 4
Benchmark Measures
DEFINITION 4 A benchmark is a starting point that is studied in relation to the degree of change following a promotional campaign. TERM 5
Carryover Effect
DEFINITION 5 Many products are only purchased when needed. i.e. - washing machines, refrigerators. Carryover Effect happens when a message is portrayed for so long that when the time comes for someone to buy the message is stuck in their head.
Wear-out effects
When a message or particular ad gets old. TERM 7
Decay Effects
DEFINITION 7 The amount of time it takes after for a consumer to forget an ad after it stops running. TERM 8
Meet - the - Competition
DEFINITION 8 The primary goal of this form of budgeting is to prevent the loss of market share TERM 9
What Can We Afford
DEFINITION 9 This technique sets the marketing budget after all of the company's other budgets have been determined TERM 10
Objective and task
DEFINITION 10 this type of budget makes a list of all objectives it intends to pursue during the year; then, they calculate the cost of accomplishing each objective.
Pyschographics
emerge from patterns of responses that reveal a person's attitudes, interests, and opinions. TERM 17
Message theme
DEFINITION 17 An outline of key ideas that the advertising program is supposed to convey TERM 18
Leverage point
DEFINITION 18 The key element in the advertisement that taps into, or activates, a consumer's personal value system ( a value, idea, or concept) TERM 19
Appeal
DEFINITION 19 how that leverage point and executional theme combine to attract attention, through humor, fear, sexual suggestiveness, rational logic, or some other method. TERM 20
Executional framework
DEFINITION 20 How the message will be delivered (musically, visually, verbally, written statements, etc.)
Advertising Management Program
The process of preparing and integrating a company's advertising efforts with the overall IMC message TERM 22
General preplanning input
DEFINITION 22 The task of studying a client organization by the advertising agency, from a rich set of sources, to provide understanding an background before preparing an advertising campaign. TERM 23
Product - specific
research
DEFINITION 23 Research that identifies whether there are problems associated with a given product or service and the major selling idea to be used in the advertising campaign. TERM 24
Major selling idea
DEFINITION 24 The primary message concerning the product or service benefits to be transmitted to consumers in an advertising campaign. TERM 25
Qualitative
Research
DEFINITION 25 Collecting subjective information and opinions about a company, its products, and services, often through the use of focus groups
top of mind brand
The brand that is nearly always mentioned when consumers are asked to identify brands that quickly come to mind from a product category TERM 32
top choice
DEFINITION 32 The first or second pick when a consumer reviews his or her evoked set of possible purchasing alternatives TERM 33
Puffery
DEFINITION 33 The use of an exaggerated claim about a product or service without making an overt attempt to deceive or mislead TERM 34
Promotional Campaign
DEFINITION 34 Combining advertisements with other marketing efforts into a larger, more integrated effort revolving around a central idea or theme. TERM 35
Pulsating schedule of advertising
DEFINITION 35 Continuous advertising with bursts of higher intensity (more ads in more media) during the course of the year, most notably during peak seasons
Flighting schedule of advertising
A schedule in which companies present ads only during specific times and not at all during off-seasons. TERM 37
Continuous Campaing schedule of advertising
DEFINITION 37 When the company advertises in level amounts because product purchases are essentially "random" events TERM 38
Support
DEFINITION 38 The facts that substantiate the unique selling point of a creative brief. TERM 39
Constraints
DEFINITION 39 The company, legal, and mandatory restrictions placed on advertisements. They include legal protection for trademarks, logos, and copy registrations. TERM 40
White space
DEFINITION 40 The absence of copy in a printed text.
Advertising approach
Approaches to reaching consumers with ads. The seven major appeals are fear,humor, sex, music, rationality, emotions and scarcity TERM 47
Severity
DEFINITION 47 Part of the fear behavioral response model that leads the individual to consider how strong certain negative consequences of an action will be TERM 48
Vulnerability
DEFINITION 48 Part of the fear behavioral response model that leads the individual to consider the odds of being affected by the negative consequences of an action TERM 49
Decorative models
DEFINITION 49 Models in an advertisement whose primary purpose is to adorn the product as a sexual or attractive stimulus without serving a functional purpose TERM 50
Tagline
DEFINITION 50 The final key phrase in an ad, used to make the key point and reinforce the company's image to the consumer
