MGT 105 - Advertising and Brand Management Lecture Series

A set of vocabulary flashcards based on key concepts from the Advertising and Brand Management lecture notes.

Brand

A name, term, design, symbol, or other feature that distinguishes one seller's product from those of others.

Branding

The process of creating a unique image and identity for a product in the consumer's mind.

Segmentation

The process of dividing a market into distinct subsets of consumers with common needs or characteristics.

Targeting

The process of selecting specific segments to focus advertising efforts on.

Positioning

Designing a brand to occupy a distinct place in the minds of the target consumers.

STP Marketing

Segmentation, Targeting, and Positioning; a strategic approach to marketing communications.

Consumer Generated Content (CGC)

Content created by consumers about a brand, often used in advertising.

Puffery

Exaggerated or false claims that are legally permissible in advertising.

Integrated Brand Promotion (IBP)

The process of using various promotional tools in a coordinated manner to build a brand.

Advertising Substantiation Program

FTC program ensuring advertisers make supporting evidence available for their claims.

Subliminal Advertising

Advertising that allegedly uses hidden messages to influence consumers' behavior.

Branded Entertainment

Advertising that blends seamlessly into content, such as films or shows.

Consumer Access

The ability of consumers to connect with brands or products through various channels.

Demographic Segmentation

Market segmentation based on measurable statistics such as age, gender, income.

Psychographics

The study of consumer lifestyle and personality traits to understand behavior.

Ethical Advertising

Adhering to moral principles in advertising, avoiding deception and exploitation.

Direct Response Advertising

Advertising that encourages immediate action by the consumer, such as calls or visits.

Corporate Advertising

Promoting a company as a whole and not just specific products.

Positioning Strategy

The method by which a brand intends to differentiate itself in the marketplace.

'Attention' in Advertising

The initial step in the consumer's response process to advertising.

Value Proposition

A statement of the functional, emotional, and self-expressive benefits delivered by a brand.

Market Segment

A group of consumers who share a similar set of needs and wants in a marketplace.

Deceptive Advertising

Making false or misleading statements in an advertisement that can influence consumer behavior.

Corrective Advertising

Advertising mandated by the FTC to remedy past deceptive claims made by a company.

Self-Regulation

An industry-led process of establishing and maintaining standards for advertising without government intervention.

Global Advertising

Using standardized advertising themes and messages across multiple countries or worldwide markets.

Delayed Response Advertising

Advertising focused on building brand awareness and loyalty over time rather than moving to immediate purchase.

Co-operative Advertising

The sharing of advertising costs between a manufacturer and a wholesaler or retailer.

Promotional Mix

The combination of advertising, PR, sales promotions, and personal selling used to achieve marketing goals.

Public Relations (PR)

Promotional tool used to manage communication between an organization and its stakeholders to build a positive image.

Sales Promotion

Incentives like coupons, contests, or samples used to stimulate immediate demand for a brand.

Event Sponsorship

A promotion strategy where a brand provides financial support for an event in exchange for visibility and association.