Introduction to Advertising and Target Audience Analysis

Flashcards covering vocabulary, historical timelines, psychological theories, and market segmentation strategies from the Introduction to Advertising lecture.

Advertere

The Latin root of the word 'Advertising,' which literally translates to 'to turn the mind toward.'

American Marketing Association (AMA) Advertising Definition

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Philip Kotler's Advertising Definition

Non-personal forms of communication conducted through paid media under clear sponsorship.

Volney Palmer

The individual who opened the first advertising council or space-brokering business in Philadelphia in $1841$.

N.W. Ayer & Son

Founded in $1869$, this organization established the first 'full-service' advertising agency model for planning and producing campaigns.

WEAF in New York

The radio station that aired the first radio commercial in $1922$ for a housing complex.

Bulova watches

The brand responsible for the first television commercial aired in $1941$, which was a $10$-second spot.

Brand Equity

The long-term goodwill and loyalty built by advertising that protects a company from competitors competing solely on price.

Non-Personal Communication

A characteristic of advertising where there is no direct, face-to-face interaction between the sender and the receiver; it is one-to-many.

Identified Sponsor

A trait of advertising where the brand name, logo, or corporate identity of the entity paying for the message is clearly disclosed.

B2B Advertising (Industrial/Business)

Advertising where one company sells raw materials, machinery, or software to another company, such as Intel advertising to Dell.

DAGMAR

A psychological framework standing for Defining Advertising Goals for Measured Advertising Results used to map advertising objectives.

AIDA Model

A framework describing the stages of advertising influence: Attention, Interest, Desire, and Action.

Post-Purchase Assurance (Reinforcement)

Advertising aimed at recent buyers to reduce cognitive dissonance by convincing them they made the right purchasing decision.

Guerrilla Advertising

Unconventional, creative, and low-cost methods used to capture public attention through surprise and word-of-mouth.

Native Advertising

Paid content designed to match the appearance and style of the platform where it appears to make it less disruptive.

Pay-Per-Click (PPC)

An online advertising model where advertisers pay only when users click on their advertisement, commonly seen on search engines.

Swachh Bharat Abhiyan

An example of a social advertising campaign encouraged by the government to maintain cleanliness and proper sanitation.

Statutory Health Warning

A mandatory notice required by law on advertisements for products like tobacco to maintain ethical standards and consumer trust.

Physiological Needs

The first level of Maslow's hierarchy representing basic survival necessities like food, water, air, sleep, and shelter.

Safety Needs

The second level of Maslow's hierarchy involving physical safety, financial security, health, and stable employment.

Esteem Needs

The fourth level of Maslow's hierarchy relating to self-respect, confidence, achievement, and social status.

Self-Actualization Needs

The highest level of Maslow's hierarchy where individuals strive to achieve their full potential and personal growth.

Demographic Segmentation

Dividing the market based on measurable characteristics such as age, gender, income, education, and occupation.

Geographic Segmentation

Dividing consumers according to physical location, climate, or urban/rural status to modify products and strategies locally.

Behavioural Segmentation

Classifying consumers based on purchasing patterns, usage frequency, brand loyalty, and benefits sought.

Psychographic Segmentation

Classifying consumers according to lifestyle, personality, interests, values, attitudes, and motivations.

AIB Model

A consumer behaviour model consisting of three stages: Awareness, Interest, and Buying.

VALS Model (Values and Lifestyles)

A psychographic segmentation model developed by the Stanford Research Institute based on primary motivation and resources.

Innovators (VALS)

Consumers with the highest resources who are successful, confident, and the first to adopt new technology and luxury products.

Believers (VALS)

Conservative consumers with modest resources who value family, religion, and traditions and remain loyal to familiar brands.

Experiencers (VALS)

Young, energetic, and adventurous consumers who spend heavily on fashion, entertainment, and social trends.

Survivors (VALS)

Consumers with the lowest resources who focus on fulfilling basic needs and are highly price-conscious.

Buyer Persona

A detailed, fictional representation of an organization's ideal customer created using real data, market research, and analytics.

Pain Points

Specific problems or difficulties customers experience, such as limited time or slow delivery, that a product aims to solve.