Advertising Terms and Concepts, Quizzes of Marketing Management

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TERM 1 Advertising DEFINITION 1 Paid; mass-mediated attempt to persuade TERM 2 Product Advertising DEFINITION 2 advertising that promotes the uses, features, and benefits of products TERM 3 Pioneer Advertising DEFINITION 3 Advertising that tries to simulate demand for a product category rather than a specific brand by informing potential buyers about the product TERM 4 Competitive Advertising DEFINITION 4 Advertising that points out a brand's special features, uses, and advantages relative to competing brands TERM 5 What is the difference between Pioneer and Competitive Advertising DEFINITION 5 Pioneer advertising focuses on a certain demand for a product category; Competitive Advertising focusses on a specific brand and its features and characteristics TERM 6 Comparative Brands DEFINITION 6 Advertising that compares two or more brands on the basis of one or more product characteristics; Traditionally used by marketers of convenience goods such as: pain relievers, laundry detergents, andhouseholdcleaners. TERM 7 Institutional Advertising DEFINITION 7 Advertising that promotes organizational images, ideas, and political issues. Can be used to promote socially approved behaviors i.e. for the public good.Ex. Anti-smoking, anti- drinking, breast cancer awareness TERM 8 Advertising Campaign DEFINITION 8 The creation and execution of a series of advertisements to communicate with a particular target audience TERM 9 What are the 4 parts of an Advertising Campaign? DEFINITION 9 Target AudienceAdvertising ObjectivesAdvertising PlatformMedia Plan TERM 10 What is a Media Plan? DEFINITION 10 a plan that specifies the media vehicles to be used and the schedule for running advertisementsMedia vehicles==> specific magazines, television stations, newspapers, and so forth. TERM 21 What does advertising do to the audience? DEFINITION 21 If you have an attitude towards an ad whether good or bad==> then your going to have an attitude about that brand==> which will inact your behavior whether to buy or ignore that brand TERM 22 What is some things you might do to grab the attention of your audience through a magazine article. DEFINITION 22 -Bright colors- reds- cologne or perfume inserts- might make the pages thicker ( or even magazine printed on thicker paper such as SI swimsuit Edition) TERM 23 How does Advertising Work? DEFINITION 23 ATTENTION: stoping power; you stop to look at an ad and process messageMEMORABILITY: making memorable; lock in and stays in the brainPERSUASION: convince people our brand is the brand you should buy; sometimes you will buy for benefits not the features- heated seats- satellite radio- DVD players TERM 24 What is the difference of a benefit and a feature? DEFINITION 24 A BENEFIT is why you need ita FEATURE is the reason to buy a product TERM 25 What percentage of purchases in a grocery store are unplanned? DEFINITION 25 67% TERM 26 When evaluating advertising effectiveness what does REPETITION do? DEFINITION 26 it increasesbelievability TERM 27 Recall goes ____________? DEFINITION 27 Unaided TERM 28 Recognition goes___________? DEFINITION 28 Aided TERM 29 In the situation of Recency and Primacy where would you place your information to be the most effective? Recency Primacy DEFINITION 29 You would place it in the beginning or the end but the middle is not effective because the audience will not remember it TERM 30 What is a voice over? and who does voice overs? DEFINITION 30 Spokesperson; when you hear a voice and recognize it but the image is not over heard TERM 31 What would be an example of an expert Spokesperson? DEFINITION 31 Tiger Woods TERM 32 What is an average User Testimonial? DEFINITION 32 just getting some average person endorsing products TERM 33 What are the 3 characteristics of a source? DEFINITION 33 A.)Credibility: made up of two components 1. expertise: is this person anexpert 2. objective: are they biasB.) Attractiveness: looks make a difference ( same gender, sex, political views)-Similarity: similar to me- Familiarity: are you familiar with the product- Likable: yeah i would like to hang out with this personC.) Power: degree in which the endorser can reward or punish us TERM 34 What are the MEDIA CHOICES of advertising? DEFINITION 34 Print Advertising:Broadcast Advertising mass appeal; demonstrationOut of Home Advertising: messages that reach daily lives such as billboardsTransit Advertising: in vehicles and busesInternet Advertising: banners on webpages TERM 35 Why would you want to PRINT over BROADCAST? DEFINITION 35 - people are more highly involved with something print gives lots of details whereas broadcast cant.- high involvement; how it operates TERM 46 What is a syndicator? DEFINITION 46 when a show like oprah winfrey fills a spot to have a certain amount of episodes during a time. TERM 47 what is CPM DEFINITION 47 cost per thousandadd cost x 10000/ audience size TERM 48 What are the STRENGTHS of TV? DEFINITION 48 -impression management; manage the imagery- market coverage- role in our culture TERM 49 What are the WEAKNESSES of TV? DEFINITION 49 -Cost-Clutter TERM 50 What percentage of people listen to the radio every day? DEFINITION 50 96% TERM 51 What are the STRENGTHS of the radio? DEFINITION 51 -selective audience- flexible medium- imagination TERM 52 What are the WEAKNESSES of the Radio? DEFINITION 52 Passive medium- Low recall- Difficult to visualize TERM 53 When you advertise outdoors what are some key concepts? DEFINITION 53 Posters and bulletins and electric spectaculars- most obtrusive- must be simple and too the point TERM 54 What is the key important principle behind ads? DEFINITION 54 it has to hit your head and your heart TERM 55 Public Relations DEFINITION 55 to create favorable relationships with stakeholders TERM 56 Continuous Scheduling DEFINITION 56 using the same ads over and over TERM 57 Flighting DEFINITION 57 using ads heavy sometimes and then none TERM 58 Pulsing DEFINITION 58 combination of flighting andcontinuousscheduling