Advertising and Marketing Communication Concepts

These flashcards cover essential vocabulary and concepts related to advertising, marketing communication, and promotional strategies as discussed in the lecture notes.

Advertising

Any paid form of communication from an identified sponsor or source that draws attention to ideas, goods, services or the sponsor itself.

Impressions

The number of times a consumer is exposed to an advertisement.

Informative Advertising

Advertising that creates awareness of brands, products, services, and ideas; educating people about the attributes and benefits.

Persuasive Advertising

Advertising that tries to convince customers that a company’s services or products are the best, aiming to influence consumer perceptions.

Reminder Advertising

Advertising that reminds consumers about the need for a product or service, or the features and benefits it will provide.

Institutional Advertising

Advertising that promotes organizations, issues, places, events, and political figures beyond just products.

Public Service Announcements (PSAs)

A category of institutional advertising focused on social-welfare issues sponsored by nonprofit organizations and government agencies.

Digital Media Channels

New technologies and platforms (e.g., websites, social media) that are increasingly used to reach consumers instead of traditional media.

Creative Strategy

The approach used in advertising that includes developing a message and appeal to attract attention and influence behavior.

Emotional Appeal

Advertising that targets consumers’ emotional wants and needs to persuade them, creating connections at an emotional level.

Informational Appeal

Advertising that offers facts and information to help the target audience make a purchasing decision.

Media Plan

A document outlining the strategy and approach for an advertising campaign, including media objectives and budget considerations.

Push and Pull Strategy

Push strategy promotes a product to middlemen who then sell it to consumers, while pull strategy promotes directly to consumers to create demand.

Sales Promotion

Short-term incentives designed to stimulate immediate purchases or encourage larger purchases.

Trade Promotions

Promotions targeted to channel members (e.g., wholesalers, retailers) to facilitate sales partnerships.

Unique Selling Proposition (USP)

The specific benefits or advantages that make a product stand out from its competitors.

Integrated Marketing Communications (IMC)

A strategy for coordinating all marketing communication activities to deliver a clear, consistent message to consumers.

Advertising Allowance

Financial incentive provided by manufacturers to retailers to promote specific products in their advertising.

Frequency

The number of times within a given period that a consumer is exposed to a message.

Consumer Feedback

Responses from consumers that indicate whether an advertisement was effective in conveying its message.

Search Engine Optimization (SEO)

The process of improving the visibility and ranking of a website in search engine results.