Exam 1- ADV3008

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.