MKTG 425 Applied Advertising Exam 1 Study Guide Flashcards

Comprehensive vocabulary flashcards generated from the MKTG 425 Applied Advertising Exam 1 Study Guide (Chapters 1–6).

Advertising

A paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future.

Word of Mouth

Person-to-person communication that is not advertising because it is not a paid, mediated message from an identifiable sponsor.

Branding

The combination of names, words, symbols, colors, jingles and designs used to communicate a bundle of value.

Gutenberg Printing Press

One of four key inventions that revolutionized advertising, making mass reproduction and distribution possible.

David Ogilvy

Often called the Father of Advertising; emphasized research, disciplined persuasion, resonance, and the Big Idea that makes a message distinctive and memorable.

Leo Burnett

Built a human connection between consumers and products using memorable brand characters such as the Jolly Green Giant and Marlboro Man.

Abundance Principle

An economic principle stating that an economy can produce more goods than consumers can use, where advertising provides information and choice to stimulate consumption.

Federal Trade Commission (FTC)

The federal agency with the broadest authority over advertising.

Bill Bernbach

Identified by Advertising Age as the most influential advertising creative of the twentieth century; emphasized truthful, idea-driven persuasion, storytelling, slice of life, and Volkswagen's Think Small campaign.

Advertising Agency

A business dedicated to creating, planning and handling advertising and sometimes other promotion and marketing for clients.

Volney B. Palmer

Introduced the early advertising agency model and newspaper commission compensation, which established the traditional 15 percent standard.

Rosser Reeves

Developed the Unique Selling Proposition (USP), emphasizing that advertising's purpose is to sell a distinctive benefit rather than relying on cleverness or humor.

Keith Reinhard

DDB Worldwide chairman emeritus associated with McDonald's work and the Big Mac jingle; introduced the Ultimate Revelation distinguishing buzz from brand building and big data from the Big Idea.

Mary Wells Lawrence

Founding president of Wells Rich Greene, first woman to own a major agency, and first female CEO of a NYSE-listed company; created campaigns including I Love New York and Plop plop fizz fizz.

Matching Principle

The practice of matching the market to the media, the media to the message, and the message to the market.

Product Utility

A product's ability to satisfy functional needs and symbolic or psychological wants, categorized into form, task, possession, time, place, and psychic utility.

Segmentation

The process of identifying groups of consumers with shared needs and characteristics.

Aggregation

Combines groups into larger, usable segments through a marketing mix based on value, interest, use, utility, sales, and profit potential.

Behavioristics

Behavioral segmentation that divides consumers by behavior, including how they shop, buy, or use a product.

Product Life Cycle

The sequence of product stages consisting of introduction, growth, maturity, decline, and death.

Positioning

Associating a brand's features and benefits with customer needs to establish a rank or place in the consumer's mind.

Encoding

The creation of a message by the source within the communication process.

Decoding

The receiver's interpretation of a message within the communication process.

Noise

Anything that interferes with or distorts the communication process.

Maslow's Hierarchy of Needs

A motivation model ordered from base to apex: physiological, safety and security, social belongingness, self-esteem, and self-actualization.

Account Planner

An agency role that represents the consumer and focuses the creative process on nurturing a relationship between consumer and brand.

Marketing Research

Systematically gathers, records, and analyzes information to help managers make marketing decisions.

Advertising Research

Systematically gathers and analyzes information to develop or evaluate strategies, ads, commercials, and media campaigns.

Product Concept

A bundle of utilitarian and symbolic benefits.

Primary Data

Data collected directly from the marketplace for the specific current problem.

Secondary Data

Data that were previously collected or published.

Qualitative Research

Research that uses small, nonrandom samples to explore behavior, perceptions, needs, and motivations.

Quantitative Research

Research that uses larger, representative samples to test or quantify hypotheses and measure market variables.

Validity

The degree to which a study measures the true market condition with the correct instrument.

Reliability

The degree to which a research method is repeatable and produces the same result when administered again.

Lee Clow

TBWA Worldwide chairman emeritus and advertising art-direction leader who co-created Apple's 1984 commercial and Think Different campaign.

Promotion

the fourth P of the marketing mix

integrated marketing communications

seeks to create, manage and lead relationships

Marketing seeks

to create exchange

advertising seeks

to create action

Core roles of advertising

provide information, encourage productivity and competition, support freedom of commercial speech, promote public service through PSAs, and act as fuel for the economy and free enterprise.