advertiser
The company that pays for the advertising
advertising
marketing messages in paid media
advertising agency
a company that specializes in creating and places advertising. advertisers are their clients
agricultural revolution
development of primary economic activity farming, mining, and simple manufacture
brand
a name, term. symbol or design or a combo of these elements that is intended to clearly identify and differentiate a seller's products from competitor's products.
brand equity
assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firm's customers
brand management
a form of marketing organization for multiple brands. First proposed and implemented by Neil McElroy at P&G. Now the industry standard.
category
short for product category
channel
in terms of distribution, a series of relationships and logistics that result in a product becoming available. in media terms, a way of reaching people
co-branding
brand venture where two companies cooperate in the marketing of a product usually one company manufacturers another company's brand
communicating
transmission of info from source to receiver
convergence
merging together of a previously separate variety of technologies
copyright
legal registration of intellectual property to protect ownership
durable goods
products that last and are purchased infrequently
entertainment brand
media-based brand that sells content as the product. Entertainment brands work to extend across numerous product categories and media channels.
field marketing
Form of marketing organization and service that results in hands-on implementation of local marketing programs- commonly used by beverage companies and franchise organizations at both marketers agencies
field marketing representative
common title of person who works to implement local marketing activities
the five Ps
basic elements of marketing: product, price, promotion, people, and place
goodwill
an accounting term related to placing a tangible dollar amount on intangibles, such as brand equity or the estimated lifetime value of the customer base
implementation
doing the act of making it happen
industrial revolution
development of secondary economic activity mass manufacture
intangible
usually refers to a service, or something else that exists, but you can't exactly touch it
integration
planning, prioritizing, coordinating and managing a range of marketing functions in a holistic way
Integrated Marketing Communications (IMC)
management of the marketing function as to optimize the range of marketing communications tools available
internal audience
a company's employees and other key individuals who work for or with the company.
marketer
A person or company that advertises or promotes something
marketing
organized system of bringing products to market
marketing services
generic term for wide range of services used by marketer
multi-brand marketer
company that markets more than one brand
niche market
specialized segment of a larger market
niche marketing
act of marketing to that segment
objective
a clear statement of what you want to accomplish
out-of-home
term for advertising media that exist outside the home
packaged goods
products that are used up in a relatively short time frame and then repurchased
post industrial revolution
development and dominance of tertiary economic activity services and info
promotion
represents all marketing activities designed to stimulate sales. use of incentives to stimulate sales
situation analysis
a marketing document that summarizes the current state of the marketplace as it relates to a specific brand
strategy
approach to how an object will be achieved
superbrand
large well known brand
tactic
specific action, based on objective strategy
trademark
registered name or symbol to protect ownership
UPC code
A bar code on the packaging that gives price information as well manufacturer information.
value
combo of price and quality
Paul Romer's point-of-view about the new economy places the emphasis on:
ideas not objects
In 1906, the Pure Food and Drug Act was passed to discourage deceptive practices of labeling in ___________ industry
the patent medicine
The commission system that enabled agencies to be paid by magazines when they placed advertisements for their clients was initiated by:
Cyrus H. Curtis
Pull" or "soft sell" advertising was favored by all but one of the following advertising leaders. That person was:
David Ogilvy
The advertising industry developed along side:
the media industry
Rosser Reeves' "unique selling proposition" maintains that:
only one idea can be made memorable in an ad
Soap operas" were first created for:
radio
The three names most often associated with the Creative Revolution are:
Bill Bernbach, Leo Burnett, David Ogilvy
Unhappy with the effectiveness of self-regulation in 1961, advertising leaders formed the:
National Advertising Review Board
When marketers look at a market that includes many people with many different demands and see many smaller homogeneous markets, that is called:
Market segmentation
AAAA (American Association of Advertising Agencies)
An organization of leading US advertising agencies
AAF (American Advertising Federation)
an association of advertising clubs, advertisers, agencies, media, and allied companies, with the objective of making advertising more effective for business and more useful to the public.
ANA (Association of National Advertisers)
a national organization of advertisers with a membership made up mostly of larger manufacturers.
Brainstorm
you begin the creative idea generating process by sharing ideas in an uncritical atmosphere, only positive judgements. Separates creative from evaluation process.
Who invented brainstorming?
Alex Osborn
Brand management
running competing brands of products w in same company. Each brand group is a team that operates as a relatively independent marketing org w in larger org while utilizing common resources
Who proposed brand management?
Neil McElroy
Caveat emptor
let the buyer beware, buyer is responsible
commission system
a method of agency compensation based on the amount of money the advertiser spends on the media
comparison advertising
advertising that compares competitive products
consumer movement
1927, brand Consumers Research, emerged and grew to 45k members by 1933
Copeland Bill (1938)
gave food and drug admin power over the manufacture and sale of drugs.
flow production
manufacturing machinery that enabled factories to turn huge amounts of raw materials into goods like soap, cigarettes, matches, breakfast cereal and canned goods.
hard sell
a style of message development that relies on a structured argument as opposed to an emotional appeal. Referred to as �Push� advertising or �Reason Why.�
image
style of message development that relies heavily on aesthetics often includes an emotional appeal
inherent drama
Leo Burnett�s philosophical approach to creative development that finds the essence of the product and emphasizes that essence. �There�s almost always something there, if you can find the thing about the product that keeps it in the marketplace.� L. Burne
Intellectual capital
value derived from ideas, patents, trademarks, and other information-driven content. The increasing value of conceptual content has become one of the driving forces in our economy, powering industries such as software, and entertainment.
marketing driven
shift in emphasis from selling products as a result of increased flow production to selling products that satisfied a consumer need or demand
market segmentation
viewing a large market with people with different demands as many smaller homogeneous markets
multi brand marketing
Simply put, it means marketing more than one brand. General Motors first did this offering a continuum of car brands in different price ranges.
NARB (National Advertising Review Board)
the final arbiter of complaints registered against national advertisers as part of the advertising industry's self-regulatory machinery. Uses moral suasion to stop undesirable practices.
Positioning
marketing approach which considers how consumers perceive a product relative to competitive offerings
Pre-emption
a product feature common among all products in a category is claimed by a single manufacturer as the feature that distinguishes its brand
production-driven
As capacity for flow production increased, manufacturers produced more products to sell. Early advertising helped manufacturers inform consumers about these products. But the primary driving force was to move them out of the manufacturer's warehouses.
Pull Advertising
More commonly referred to as �Soft Sell� and �Image,� the style emphasizes attracting consumers by pulling them into the message with an engaging or entertaining presentation.
pure food and drug act
forced product labels to list active ingredients
push advertising
hall sell and reason why, emphasizes building a strong logical sales proposition and pushing that message at the consumer often
reason why
A style of advertising developed by John E. Kennedy where �logic, plus persuasion, plus conviction [are] all woven into a certain simplicity of thought-predigested for the average mind.�
re-positioning
When products within the category change because of new technology, product positions can also shift. This may require the advertising to shift the product's position in the mind of the consumer as planning takes into consideration the changes in benefits
soft-sell
layouts are more artful and the copy more reflective, personal, and less direct than the reason why style
USP
central selling idea for an ad or commercial; a selling point matched with consumer benefit, expressed in a unique way
War Advertising Council
The advertising industry effort to help out during World War II, an effort which accounted for approximately one billion dollars in agency time and media space.