Advertising Chapters 1-4 Flashcards

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.