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Exam 1, Chapter 1-3 | MC 120 - Princ Advertising, Quizzes of Communication

Class: MC 120 - Princ Advertising; Subject: Journalism and Mass Communications; University: Kansas State University; Term: Fall 2010;

Typology: Quizzes

2009/2010

Uploaded on 09/15/2010

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TERM 1
What is advertising?
DEFINITION 1
ADVERTISING is complex form of communication that
operates with objectives and strategies leading to various
types of impact on consumers thoughts, feelings, and actions
TERM 2
Marketing communication
DEFINITION 2
o Marketing communication is a type of advertising, which
communication techniques marketers use to reach their
consumers and deliver their messages
TERM 3
EVOLUTION OF THE DEFINITION OF
ADVERTISING: INDENIFICATION
DEFINITION 3
advertising in the form of a sign goes back to thousands of
years
TERM 4
INFORMATiON
DEFINITION 4
advertising changed during the Renaissance when advances
in printing technology led to an increase in literacy
TERM 5
PROMOTION
DEFINITION 5
technological and social changes speeded up in the lated
1700s with the Industrial Revolution
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What is advertising?

ADVERTISING is complex form of communication that operates with objectives and strategies leading to various types of impact on consumers thoughts, feelings, and actions TERM 2

Marketing communication

DEFINITION 2 o Marketing communication is a type of advertising, which communication techniques marketers use to reach their consumers and deliver their messages TERM 3

EVOLUTION OF THE DEFINITION OF

ADVERTISING: INDENIFICATION

DEFINITION 3 advertising in the form of a sign goes back to thousands of years TERM 4

INFORMATiON

DEFINITION 4 advertising changed during the Renaissance when advances in printing technology led to an increase in literacy TERM 5

PROMOTION

DEFINITION 5 technological and social changes speeded up in the lated 1700s with the Industrial Revolution

P.T. Barnum

and manufactures of patent medicines were among the advertising pioneers who made dramatic changes in the field by moving it from information to hype TERM 7

Sales

DEFINITION 7 advertising people became more professional, and also became more concerned about the science of advertising--- making ads that worked on defining the standards of effective advertising TERM 8

Who usually pays for advertising?

DEFINITION 8 ADVERTISING is a paid for of persuasive communication that uses the mass and interactive media to reach broad audiences in order to connect an indentified sponsor with buyers (a target audience) and provide information about products (goods, services, and ideas) TERM 9

(1) Components of Advertising?

DEFINITION 9 STRATEGY: The logic and planning behind the advertisement, strategy is what gives it direction and focus TERM 10

(2) Components of Advertising?

DEFINITION 10 CREATIVE IDEA (concept): Creative concept is the ads central idea that grabs your attention and sticks in your memory

Hard-sell

approaches that use reasons to persuade consumers TERM 17

Soft-sell

DEFINITION 17 approaches that build an image for a brand and touch consumers emotions TERM 18

4 PRIMARY ROLES OF ADVERTISING

DEFINITION 18

  1. SOCIETAL ROLE: o Advertising mirrors fashion and design trends and adds to our aesthetic sense o Educational role in that it teaches about new products and their use o Helps us shape an image of ourselves by setting up role models with which we can identify o Presents images capturing the diversity of the world in which we live TERM 19

BRAND ADVERTISING

DEFINITION 19 o Most visible type of advertising to consumers o Focuses on development of a long-term brand identity and image o Examples: Apple iMac, Coca Cola, Nike TERM 20

RETAIL OR LOCAL ADVERTISING

DEFINITION 20 o Focuses on retailers or manufactures who sell their merchandise in a certain geographic area o Retail advertising messages announces facts about products that are available in local stores o Objectives: focus on stimulating store traffic and creating a distinctive image for the retailer o Local advertising: refers to a retailer or manufacture or distributor who offers products in a fairly restricted geographic area

DIRECT-RESPONSE ADVERTISING

o Using any advertising medium, including direct mail, with specific purpose of stimulating a sale directly o Consumers can respond by telephone, mail, over the Internet, and the product is directly delivered to the consumer by mail or some other carrier o Evolution of the Internet TERM 22

BUSINESS-TO-BUSINESS (B2B) ADVERTISING

DEFINITION 22 o Marketing communication sent from one business to another o Including messages directly at companies distributing products as well as industrial purchasers and professionals such as lawyers and physicians o NOT directed at general consumers TERM 23

INSTITIONAL ADVERTISING (corporate

advertising)

DEFINITION 23 o Messages focus on establishing a corporate identity or winning the public over to the organizations point of view o Example: Tobacco companies are running ads that focus on the positive things they are now doing o Example: Americas pharmaceutical companies showing casing leukemia treatment are also adopting that focus TERM 24

NONPROFIT ADVERTISING

DEFINITION 24 o Not-for-profit organizations such as charities, foundations, associations, hospitals, orchestras, museums, and religious institutions o Example: members of Sierra Club and volunteers of the Red Cross o Donations and other forms of program participation TERM 25

PUBLIC SERVICE ADVERTISING

DEFINITION 25 o Communicates a message on behalf of a good cause, such as stopping drunk driving or stopping child abuse o Advertising professionals usually create these free of charge advertisements and the media often donates the necessary space and time public service announcement (PSAs)

THE DEVELOPMENT OF ADVERTISING

*The advertising industry has evolved in a dynamic fashion. In some cases, it has reflected social trends; in other instances, it has influenced social trends. *The evolution of advertising can be divided into seven stages, which reflect historical eras and the technological changes that led to different philosophies and styles of advertising. TERM 32

Stage 1: Act of print

DEFINITION 32 Objective: delivers information Primary medium: the newspaper, although handbills, and posters were also important Printing Press: effects were literacy levels increased and encouraged more businesses to advertise TERM 33

Stage 2: Emergence of consumer society

DEFINITION 33 Brand names: at the end of the 19th century advertisers began to give them good brand names Importance of this period: created demand for these new brands This period was the beginning of what we now recognize as the advertising industry. TERM 34

Stage 3: Modern advertising era

DEFINITION 34 Modern professional advertising adopted scientific research techniques TERM 35

Stage 4: Age of

Agencies

DEFINITION 35 Developed rapidly after WWI Consumers were desperate for goods and services New products were loading up the marketplace

Stage 5: The creative era

1960s and 1970s in a period marked by resurgence of art, inspiration, and intuition Largely in response to the emphasis on research and science, this revolution was inspired by 3 creative geniuses: Leo Burnett Ogilvy William Bernbach TERM 37

Stage 6: The accountability era

DEFINITION 37 Starting in the 1970s began an industry-wide focus on effectiveness Clients wanted ads that produced sales, so the emphasis was on research and measurement TERM 38

Stage 7: Age of social responsibility

DEFINITION 38 Late 1900s Charges of using sweatshops in low-wage countries and an apparent disregard for the environment concerned critics Companies changed their way of thinking TERM 39

INTEGRATED MARKETING COMMUNICATION

(IMC)

DEFINITION 39 Is the practice of unifying all marketing communications messages and tools so they send a consistent, persuasive message promoting the brands goals TERM 40

Synergy

DEFINITION 40 means individuals messages have more impact working jointly to promote a product then they would working on their own

Marketing Concept

is the philosophy that suggests marketing should focus first on identifying the needs and wants of the customer rather than on finding way to build and sell products that customers may or may not want. TERM 47

Consumer

DEFINITION 47 people who buy and use products TERM 48

Customer

DEFINITION 48 someone who has purchased a specific brand or visited a specific retailer TERM 49

Exchange

DEFINITION 49 is the act of trading a desired product or service to receive something of value (money) in return TERM 50

Product Differentiation

DEFINITION 50 where a brand is different from its competitors and superior in some way, there is competitive advantage. A product can be differentiated in a variety of ways o Price o Design o Performance o Distribution o Brand image

Added Value

means a marketing or advertising activity make the product more valuable, useful, or appealing to the consumer. Marketing and advertising activities are useful to consumers and marketers because they add value to a product Beyond advertising, other marketing mix factors add value, including convenience, price, useful features and high quality TERM 52

Branding

DEFINITION 52 Branding is the way marketers create a special meaning for a product. TERM 53

Brand Image

DEFINITION 53 is the result of communication and the consumers personal experience with the product TERM 54

Trademark

DEFINITION 54 when a brand name or brand mark is legally protected through registration with the Patent and Trademark Office of the Department of Commerce TERM 55

Brand equity

DEFINITION 55 refers to value based on the brands reputation and meaning that brand name has acquired over time

4. Channel markets:

Made up of members of the distribution chain, which is made up of businesses what we call resellers, or intermediaries. Resellers = wholesalers, retailers, and distributors who buy finished or semi-finished products and resell them for a profit Ex: Microsoft and its retailers TERM 62

Channel marketing

DEFINITION 62 the process of targeting a specific campaign to members of the distribution channel TERM 63

MARKETING

PLAN

DEFINITION 63 is a document that proposes strategies for using marketing elements to achieve marketing objectives. TERM 64

Research

DEFINITION 64 o Research the consumers market and the competitive marketplace and develop a situation analysis or a SWOT analysis (strengths, weaknesses, opportunities, threats) TERM 65

2. Set objectives

DEFINITION 65 o Set objectives for the marketing effort

3. Assess consumer needs

o Assess consumers needs and wants relative to the product, segment the market into that are likely to respond; target specific markets TERM 67

4. Differentiate and position

DEFINITION 67 o Differentiate and position the product relative to the competition TERM 68

5. Develop the marketing mix

strategy

DEFINITION 68 o Develop the marketing mix strategy: select product design and performance criteria, pricing, distribution, and marketing communication TERM 69

6. Evaluate the effectiveness of the strategy

DEFINITION 69 o Evaluate the effectiveness of the strategy TERM 70

MARKETING RESEARCH

DEFINITION 70 The marketing process begins with marketing research into markets, product categories, consumers, and the competitive situation.

Direct Marketing

distribute products directly without the use of a reseller TERM 77

Cooperative (co-op) Advertising

DEFINITION 77 producers share with the resellers the cost of placing an advertisement TERM 78

Pull strategy

DEFINITION 78 directs marketing efforts at the consumer and attempts to pull the products through the channel by intensifying consumer demand TERM 79

Push strategy

DEFINITION 79 directs marketing efforts at resellers, and success depends on the ability of these intermediaries to market the product, often done with advertising TERM 80

Price Copy

DEFINITION 80 focus of much retail advertising, designates advertising copy devoted to this type of information

Customary pricing

expected pricing, uses a single, well-known price for a long period of time TERM 82

Psychological pricing

DEFINITION 82 uses advertising to manipulate the customers judgment of value TERM 83

Guerilla marketing programs

DEFINITION 83 promote the brand on the street and on the feet of its devotees TERM 84

Personal Sales

DEFINITION 84 use face-to-face contact between marketer and a prospective customer, rather than contact through media TERM 85

MARKETING INDUSTRY KEY PLAYERS

DEFINITION 85

  1. The Marketer 2. Suppliers and Vendors 3. Distributors and Retailers 4. Marketing Partners

Supply Chain

The network suppliers who produce components and ingredients used by a manufacture to make its products TERM 92

Distribution Chain

DEFINITION 92 The companies involved in moving a product from the manufacturer to the customer TERM 93

Types of

Agencies

DEFINITION 93 The biggest agencies are called full-service agencies Include 4 major staff functions: o Account management o Creative services o Media planning o Account planning which may include research Many agencies do not follow the traditional full-service agency approach. They specialize in a wide variety of areas. TERM 94

Creative boutiques

DEFINITION 94 ad agencies, usually small (2-3 people to a dozen or more), that concentrate entirely on preparing the creative execution of the idea or creative product TERM 95

Media-buying services

DEFINITION 95 agencies that specialize in the purchase of media for clients

Account Management

o Functions as a liaison between the client and the agency TERM 97

Commission

DEFINITION 97 is the traditional form of compensation, basing the amount an ad agency chargers its client as a percentage of the media cost TERM 98

Fee System

DEFINITION 98 comparable to the system by which advertisers pay their lawyers and accountants TERM 99

Retainer

DEFINITION 99 amount billed per month is based on the projected amount of work and hourly rate charged (common in PR agencies) TERM 100

Value billing

DEFINITION 100 the agency is paid for its creative and strategic ideas