Advertising and Branding Overview

Flashcards for Advertising & Branding Overview

Brand (Kotler)

Any label that carries meaning and associations.

Brand (Fournier)

Simply a collection of perceptions held in the mind of the consumer.

Brand (Hegarty)

The most valuable piece of real estate in the world, a corner of someone’s mind.

Brand (Taylor)

Brands are there to rescue people from the tyranny of choice.

Brand (General Definition)

A perception resulting from experiences with, and information about a company, service, or a line of products.

Brand Halo

Tangible attributes, Symbols, Benefits, Personality, Values

Advertising's Role

Persuades consumers by appealing to their rational and emotional sides to make purchases.

Advertising's Function

Creates an impression by highlighting significant aspects of the brand.

How Advertising Builds a Brand

Communicates strong, favorable, and unique associations to transform a product into a brand and achieve brand loyalty.

Key Players in the Advertising Industry

Advertisers (Brands/Clients), Advertising Agencies, Media Owners, Production Companies, Research & Analytics Firms, Regulatory Bodies.

Advertising Suppliers

Service organizations providing specialized services to advertisers, agencies, and media (e.g., artists, writers, photographers).

Full Service Agencies

Provide a complete range of services, including creative, media planning, production, and client management.

Media Planning & Buying Agencies

Focus on purchasing and managing media placements, using data and analytics for effective targeting.

Creative Boutiques

Specialize in developing fresh, innovative ideas for short-term or project-based work.

Specialist Agencies

Offer targeted services like branding, packaging, e-commerce, social media, or website development.

In-House Agencies

Operate within a company, managing their own marketing communications. They can cut costs and offer more control.