Mktg 17

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  1. Advertising Response Function
    phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
  2. 2 Reasons New Brands Spend More
    • beyond a certain level of spending, diminishing returns set in
    • certain minimum level of exposure is needed to affect purchase habits
  3. Effects of Advertising on Consumers
    • can transform a person's negative attitude toward a product into a positive one
    • reinforces positive attitudes towards brands
    • affects the way consumers rank a brand's attributes
  4. Institutional Advertising
    form of advertising designed to enhance a company's image rather than promote a particular product
  5. Advocacy Advertising
    • form of advertising in which an organiation expresses its views on controversial issues or responds to media attacks
    • enhances the company's credibility among consumers who already favor its position
  6. Product Advertising
    form of advertising that touts the benefits of a specific g/s
  7. Pioneering Advertising
    • form of advertising designed to stimulate primary demand for a new product or product category
    • heavily used during introductory stage of life cycle
  8. Competitive Advertising
    • form of advertising desinged to influence demand for a specific brand
    • used during the growth stage of life cycle
  9. Comparative Advertising
    form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
  10. Advertising Campaign
    a series of related advertisements focusing on a common theme, slogan and set of advertising appeals
  11. Advertising Objective
    a specific communication task that a campaign should accomplish for a specified target audience during a specified period
  12. DAGMAR Approach
    Defining Advertising Goals for Measured Advertising Results
  13. Goal of Advertising
    Sell the benefits - not the attributes
  14. Advertising Appeal
    • a reason for a person to buy a product
    • typically play off consumers' emotions or addres needs/wants
  15. Unique Selling Proposition
    a desirable, exclusive and believeable advertising appeal selected as the theme for a campaign (ie the product's slogan)
  16. Common Advertising Appeals
    • profit
    • health
    • fear
    • admiration
    • convenience
    • fun & pleasure
    • vanity & egotism
    • environmental consciousness
  17. Criteria for Choosing Appeal
    • desirability
    • exclusiveness
    • believability
  18. Executional Styles in Advertising
    • lifestyle
    • fantasty
    • humorous
    • symbols
    • demonstration
    • scientific
    • spokesperson/testimonial
  19. Medium
    the channel used to convey a message to a target market
  20. Media Planning
    the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience
  21. Media Types
    • newspaper: pros - geographic flexibility & timeliness, cons - distractions from competing ads
    • magazine: pros - market selectivity, cons - cost can be high
    • radio: pros - selectivity & audience segmentation & geographic flexibility
    • television: pros - wide & diverse market, cons - can be very expensive
    • outdoor media:
    • internet
  22. Corporate Advertising
    an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand
  23. Infomercial
    30-minute or longer advertisement that looks more ike a tv talk show than a sales pitch
  24. Advergaming
    placing advertising messages in web-based or video games to advertise or promote a product, service, organization or issue
  25. Media Mix
    combo of media to be used for a promotional campaign
  26. Factors of Deciding Media Mix
    • cost per contact
    • reach
    • frequency
    • target audience considerations
    • flexibility of the medium
    • noise level
    • life span of medium
  27. Cost per Contact
    the cost of reaching one member of the target market
  28. Reach
    number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
  29. Frequency
    number of times an individual is exposed to a given message during a specific period
  30. Audience Selectivity
    the ability of an advertising medium to reach a precisely defined market
  31. Media Schedule
    designation of the media, the specific publications or programs and the insertion dates of advertising
  32. 4 Types of Media Schedules
    • continuous
    • flighted
    • pulsing
    • seasonal
  33. Continuous Media Schedule
    media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the later stages of the product life cycle
  34. Flighted Media Schedule
    strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times
  35. Pulsing Media Schedule
    strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods
  36. Seasonsal Media Schedule
    strategy that runs advertising only during times of the year when the product is most likely to be used
  37. Fuctions of PR Departments
    • press relations
    • product publicity
    • corporate communication
    • public affairs
    • lobbying
    • employee and investor relations
    • crisis management
  38. Product Placement
    public relations strategy that involves getting a product, service or company name to appear in a movie, tv show, radio program, magazine, newspaper, video game, video or audio clip, book or commercial for another product; on the internet; or at special events
  39. Sponsorship
    public relations strategy in which a company spends money to support an issue, cause or event that is consistent with corporate objectives such as improving brand awareness or enhancing corporate image
  40. Cause-related Marketing
    type of sponsorship involving the association of a for-profit company and a nonprofit organiation; through the sponsorship, the company's product or service is promoted, and money is raised for the nonprofit
  41. Crisis Management
    a coordinated effort to handle all the effects of unfavorable publicity or another unepected unfavorable event
Card Set
Mktg 17
chapter 17
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