Advertising Chapters 1-4 Flashcards

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Questions and Answers

What is content marketing?

Marketing messages transmitted via handheld technology

A strategic marketing approach focused on creating valuable content (correct)

Paid mass media to persuade the audience

A process of using promotional tools for brand exposure

What is mobile marketing?

Marketing messages transmitted via handheld technology

What is advertising?

Paid mass media with an attempt to persuade

Define client/sponsor.

Company/organization that pays for advertising Signup and view all the answers

What are mass media?

Forms of communication that reach millions of people Signup and view all the answers

What is Integrated Brand Promotion?

Using a wide range of promotional tools to create widespread brand exposure Signup and view all the answers

Which of the following are prominent IBP tools? (Select all that apply)

Newspaper Signup and view all the answers

What is an advertising campaign?

A series of ads that communicate a cohesive brand theme Signup and view all the answers

Who does the audience refer to?

Individuals who receive and interpret messages from companies Signup and view all the answers

Define target audience.

The group of people at whom advertisements are aimed Signup and view all the answers

What are trade journals?

Magazines that publish technical articles for members of a trade Signup and view all the answers

Name the Target Audiences: _____, local/state/fed gov officials + employees, members of business orgs, members of trade channel, professionals.

Household consumers Signup and view all the answers

What is global advertising?

Advertising used worldwide with only minor changes Signup and view all the answers

What's the main distinction of international advertising?

Different advertising within different national markets for the same brand Signup and view all the answers

What is national advertising?

Reaches all geographic areas of a single nation Signup and view all the answers

Define local advertising.

Directed at an audience in a single trading area Signup and view all the answers

What is cooperative advertising?

An arrangement where the manufacturer and retailer split advertising costs Signup and view all the answers

What is marketing?

The activity for creating, communicating, delivering, and exchanging offerings of value Signup and view all the answers

What does the Marketing Mix consist of? It includes _____, Price, Place, and Promotion.

Product Signup and view all the answers

What is a brand?

A name, term, symbol, or design that identifies a seller's products Signup and view all the answers

What is brand extension?

An adaptation of an existing brand to a new product area Signup and view all the answers

Define brand loyalty.

Consistent preference for one brand over all others Signup and view all the answers

What is brand equity?

The added value a brand name gives to a product Signup and view all the answers

Who are trade buyers?

Wholesalers, retailers, brokers, distributors Signup and view all the answers

What is Market Segmentation?

Dividing a market into distinct groups of buyers Signup and view all the answers

What is Differentiation?

Creating perceived differences between a brand and its competition Signup and view all the answers

What is Positioning?

Arranging for a product to occupy a distinct place relative to competitors Signup and view all the answers

What is external positioning?

The competitive niche a brand pursues Signup and view all the answers

Define internal positioning.

The niche a brand occupies with regard to similar brands within the firm Signup and view all the answers

What is Repositioning?

Redoing or reviving a product's position Signup and view all the answers

What are economies of scale?

Factors that lower the average cost per unit as output rises Signup and view all the answers

What is Inelasticity?

When price rises and quantity demanded does not significantly change Signup and view all the answers

What is purpose-driven marketing?

Marketing that helps a brand achieve long-term goals Signup and view all the answers

Study Notes

Content Marketing

Strategic approach focused on creating valuable, relevant, and consistent content.
Aims to be accessible when consumers are considering a purchase.

Mobile Marketing

Marketing messages delivered through handheld devices.

Advertising

Paid mass media designed to persuade audiences.

Client/Sponsor

The entity (company or organization) funding the advertising efforts.

Mass Media

Communication channels, including newspapers and radio, that reach large audiences.

Integrated Brand Promotion (IBP)

Combines multiple promotional tools to enhance brand exposure.
Aims to maintain awareness, identity, and preference.

Prominent IBP Tools

Includes TV, radio, newspapers, magazines, digital media, sponsorships, event marketing, and sales promotions.

Advertising Campaign

A coordinated series of ads that present a cohesive brand message.

Source

The originator of content in advertising.

Audience

Individuals who receive and interpret brand messages.

Target Audience

Specific group of individuals for whom advertisements are designed.

Trade Journals

Publications that share technical articles relevant to specific trades.

Target Audiences

Includes household consumers, government officials and employees, members of business organizations, trade channel participants, and professionals.

Global Advertising

Utilizes a consistent message worldwide with minimal changes.

International Advertising

Tailors advertising to diverse national markets for the same brand.

National Advertising

Reaches all geographic areas within a single country.

Local Advertising

Targets audiences in specific local trading areas.

Cooperative Advertising

Cost-sharing arrangement between manufacturers and retailers to promote a brand.

Marketing

Involves creating, communicating, delivering, and exchanging offerings with value for various stakeholders.

Marketing Mix

Comprises four key elements: Product, Price, Place, Promotion.

Brand

Identifiers such as name, term, symbol, or design that distinguish a seller's products from competitors.

Brand Extension

Adaptation of an existing brand to new product categories.

Brand Loyalty

Ongoing preference for one brand over all others.

Brand Equity

The additional value a brand name adds to a product beyond its basic functional benefits.

Trade Buyers

Include wholesalers, retailers, brokers, and distributors in the supply chain.

Market Segmentation

Divides the market into distinct buyer groups based on needs, characteristics, or behaviors.

Differentiation

Creating perceived differences between a brand and its competitors.

Positioning

Strategically placing a product in the mind of target consumers, relative to competing products.

External Positioning

Defines a brand's competitive niche based on design, features, price, and distribution strategies.

Internal Positioning

The brand's placement relative to similar brands within the firm.

Repositioning

The process of altering a product's position to adapt to market changes.

Economies of Scale

The phenomenon where average costs per unit decrease as production volume increases.

Inelasticity

A scenario where price increases do not significantly affect the quantity demanded.

Purpose-Driven Marketing

An approach that combines marketing and IBP to help brands achieve long-term objectives.

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Description

Explore key concepts from Advertising Chapters 1-4 with these flashcards. This quiz covers essential terms like content marketing and mobile marketing, providing definitions and insights to help you understand the advertising landscape better. Perfect for students and professionals alike.