Advertising Exam 1

integrated marketing communication (IMC)

coordination and integration of all marketing tools within a company into a seamless program which maximizes impact on consumers/other end-users at minimal cost

brand image

things you think of when you think of a brand (emotion, association, physical or intangible item)

tangible elements

goods or services sold, retail outlets, advertising, marketing and comms, name/logo, packaging, employees

intangible elements

company mission (ideals, beliefs, conduct), environmental policies, corporate culture

cobranding

collaboration of two brands with the goal of enhancing brand equity for both

brand parity

when consumers see no or few differences between brands

brand equity

intangible value of a brand based on relationships with its stakeholders and intellectual property value (private labels are a threat here)

consumer attitudes

cognitive (knowledge/understanding of a brand/product), affective (feelings and emotions), conative (intentions or actions)

consumer values

fundamental guiding principles for behaviors and outcomes; marketers attempt to convince prospective consumers that they company’s products align with their views

cognitive mapping

show cognitive linkages, process new info, retain info among different brands

evoked set

consists of brands an individual considers in making a purchase decision

multi-attribute

used for high involvement purchases (a car); based on brand’s performance on a product or brand attributes and the importance of each one

affect referral

consumers buy the brand they like best and it might not even be a strong reason or rationale

crowdsourcing

outsources creative ideas to consumers to greater engage them and generate buzz (Doritos super bowl)

“left brain” messaging

rationale and logistics

“right brain” messaging

more emotional, abstract ideas, feelings

creative brief

the most important doc in the world of advertising, written by account planner; objective is key

account management

acts as liaison between client and agency

account planning and research

represent voice of the consumers, write creative briefs and brief the creative team

creative development

copywriters, art directors, producers

media research, planning and buying

provides research, planning and buying services, decides where everything we create shows up

internal operations

finance, project management, HR, print production