FBLA Advertising Test

promotional advertising

advertising designed to increase sales

institutional advertising

process used to create a favorable image for a company

media

the avenues through which messages are delivered

print media

newspapers, magazines, direct mail, signs, and billboards in advertising

transit advertising

advertising on public transportation

broadcast media

radio television

online advertising

advertising on email or the World Wide Web

specialty media

useful items featuring an advertiser's name or logo that are given away

media planning

selecting the advertising and deciding the time or space in which the ads should appear to accomplish a objective

advertisement

paid announcement persuading you to buy an item

advertising agency

company made of professionals who specialize in advertising

advertising plan

tasks needed to achieve a successful advertising campaign that fits the marketing strategy

advertising research

investigation of the planning, preparation, and placement of advertisments

art

advertisement illustration and design

banner ad

paid advertising on a website

benefit

the advantage consumer gets from feature

coincidental studies

measurement that provide information about the campaign's impact

community

group of people with a common interest living in a larger society

competitor analysis

part of the plan that examines the identity, strengths, and weaknesses of the competition

consumer

someone who uses a product

consumer behavior

everything that affects human consumption

creative boutique

specializes in artistic services

creative plan

guideline to creating advertising message that coordinates the copywriting, art, and media

culture

beliefs that are gained and passed onto future generations

demographics

statistics of populations such as age, race, gender

design

arrangement of elements in the advertisement

direct marketing

method of marketing designed to generate a response

event sponsorship

a business helps to fund an event in exchange for displaying a brand name at event

evoked set

list of brand names you think of when a product mentioned

executive summary

part of plan that provides information needed to make decisions

external facilitators

perform specialized services for advertisers

feature

a characteristic that is part of a product

focus group

a group of six to twelve consumers, led by a professional moderator, who discuss the product

frequency

number of times audience is exposed to an advertisement in a specified time period

full-service agency

gives range of services designed to meet a client's complete advertising needs

industry

a distinct group of productive businesses

industry analysis

part of the advertising plan that examines industry trends

in-house agency

advertising department in a company whose main business is not advertising

interactive agencies

helping clients prepare advertising for new interactive media, such as Internet

layout

a drawing that shows where each element in the advertisment will be placed

market analysis

part of plan that examines customers motives for buying the product

market segment

a group of people that have common needs

marketing mix

all marketing activities

mass media

designed to reach a large number of people

media-buying service

an organization that specializes in buying media time and space

media class

a type of media, such as television, radio, billboards, newspapers, or magazines

media plan

identifies the media used to distribute an advertising message to the target audience

media vehicle

particular outlet used to deliver advertising

message strategy

part of plan that includes the advertiser's methods used to carry out the objectives

message weight

the number of times the audience is exposed to the advertising message by a specific media vehicle

need

something you can't live without

overview

identifies the material that will be covered in the advertising plan

positioning

the process of making an advertiser's product stand out from other products

press release

statement for the media that provides information that is accurate

puffery

the use of superlatives such as "best"

reach

percentage of the target audience that is exposed to an advertisement in the specified time period

return on investment

the amount you earn from the money you spend

ritual

series of acts performed frequently

sales promotion

use of incentives to increase the brand value for consumers

search time

amount of time you would spend to find products

situational analysis

part of the plan that examines the conditions that affect the product

slogan

catchphrase meant to help remember a brand name

social class

a group sharing the same economic status

social meaning

the interpretation of a product in a social context

society

a community with common interests

standard of living

minimum level of luxuries required to maintain an individual at a common level of comfort

storyboard

a series of sketches that show visual scenes for tv ad

target segment

a subgroup of the marketing that is chosen to be the focus of the marketing and advertising campaign

top-of-the-mind awareness

test that identifies the leading brands in a specific product category by asking the consumer to name the brands in that category

want

something you would like to have but can live without

AIDA

Attention, Interest, Desire, Action

Advergaming

Create friendly games that engage the customer while incorporating the brand and company values. Cereral packets, online kids games.

Brand Positioning

a strategy that aims to make a brand occupy a certain position, in relation to competing brands, in the mind of the customer. Example: Dove related to self esteem boost

Guerilla Advertising

Different actions that take place in the street that go beyond any official conventional media. Can be an interactive experience that engages the consumer- flashmobs

Marketing Mix

Product, price, place, promotion

User Generate content

Any material that is created and upload by a non-media specialist. Gets users involved and the brand gets to know more about the target.

USP

Unique selling proposition. A theory to explain successful advertising campaigns. Suggests that such campaigns make unique propositions that encourage consumers to switch brands.

Web 2.0

The World Wide Web is going more social. Many to many communication. Users have become creators of the content in addition to the webmasters.

Process for selecting target audience

Segmentation

Target audience

Marketing mix and positioning

Pricing objectives

Survival

Profit

Sales

Status Quo

Price skimming

sets a relatively high price for a product or service at first, then lowers the price over time.

Penetration pricing

is the practice of offering a low price for a new product or service during its initial offering in order to lure customers away from competitors.

Competition

setting the price of a product or service based on what the competition is charging. This pricing method is used more often by businesses selling similar products, since services can vary from business to business, while the attributes of a product remain similar.

Supply and demand pricing

price based on equilibrium of projected supply and demand

Endorsements

an act of giving one's public approval or support to someone or something.

Word of mouth- is the passing of information from person to person by oral communication

Direct marketing

the business of selling products or services directly to the public, e.g., by mail order or telephone selling, rather than through retailers

Steps in Sales Process

Generate Leads- the initiation of consumer interest or inquiry into products or services of a business

Approach customers

Determine customer needs

Present the product

Overcome objections-are anything that stops a customer from buying from you

Close the sale-refers to the process of making a sale. The sales sense springs from real estate, where closing is the final step of a transaction. In sales, it is used more generally to mean achievement of the desired outcome, which may be an exchange of money or acquiring a signature

Follow up-checking in on the consumer, wanting to find out how the product or service is working for them

Sales promotion

process of persuading a potential customer to buy the product. Important because it helps predict, modify and target consumer behavior

Influence consumer decisions

Encourage trial of new product

Strengthen brand loyalty

Influence consumer behavior

Advertising media selection criteria

Reach

Frequency

Lead time-the time between the initiation and completion of a production process.

Cost

How advertising affects the economy

Creates market

Becomes part of pop culture

Influences children

Consumerist society- drives people to want more of a product when the stuff

Promotional Mix

one of the 4 Ps of the marketing mix. It consists of public relations, advertising, sales promotion and personal selling

Steps in developing the promotional plan

Get an objective

Distribution plan and target audience

Create central theme

Message to support the theme

Select a promotional product that bears a natural relationship to your profession or communications theme.

Don't pick an item based solely on uniqueness, price or perceived value.

circulation

average number of copies of a magazine sold in a particular period

classified ads

small advertisements in magazine or newspaper categorized by subject

hoarding

signboard, usually outdoors, for advertising posters; billboard

prime time

hours on radio and TV with the largest audience, especially the evening hours

slot

specific time in a broadcasting schedule, when a commercial may be shown

Five step consumer decision-making process

Problem recognition

Search process

Evaluating alternatives

Selection stage

Evaluation of process

Consumer products

Convenience

Shopping

Speciality

Unsought

Consumer buying motives

Profit/Gain

Fear of loss

Comfort and Pleasure

Avoidance of Pain

Love and Affection

Pride and Prestige