Thẻ ghi nhớ: advertising | Quizlet

advertorial

a paid-for advertisement which includes editorial content; normally identified in a print magazine with the word "Advertisement" printed as a head across the top of the page to distinguish it from genuine (in theory unbiased) editorial content

advertising agency

the organization that takes care of advertising for clients

advertising campaign

- a time-limited set of ads - campaigns may run across different media, and for one month or ten years, but can be categorized together as they are the execution of a central idea

- the advertising of a particular product or service during a particular period of time

demographics

describing an audience by age, gender, ethnicity or location - i.e the facts about them

focus groups

small, select groups representing a target audience who are paid to answer questions at the behest of a market research organization

product placement

the practice of paying for a branded product to be used by a character in a movie - e.g James Bond driving a BMW Z3

product positioning

establishing the market niche of a product - which may not be as the brand leader - and advertising to the appropriate segment of the audience

USP

unique selling point/proposition - a highlighted benefit of a product which makes it stand out from all rival brands

brand-switcher

a consumer who shows no loyalty to a particular brand, but changes among competing products

brand image

the public's beliefs and perceptions about particular product

brand loyalty

the commitment of consumers to a particular brand

free sample

a small amount of a product given to customers to encourage them to try it

industrial buyer

someone who purchases goods or services that will be used in the production or supply of other goods or services

initial trial

the first time a consumer buys a product to see what it's like

loss leader

a popular product sold with no profit, in order to attract customers to a store

price-conscious

strongly influenced by the price when buying goods or services

purchasing cycle

the average length of time between a consumer's repeat purchases of the same product

redeemable coupon

a certificate offering consumers a price reduction on a particular product

point-of-sale

advertising done at the place where a product is sold

hearing about a new product from a friend or relative

word-of-mouth advertising

hoardings (UK)

billboards (large signs used for advertising) (US)

endorse a product

a celebrity says how good a product is in advertisments

media plan

the choice of how and where to advertise and in what proportions

target market

the set of customers whose needs a company plans to satisfy, and therefore to expose to an advertisement

publicity

favourable mentions of a company's products or services that are not paid for in any medium read, viewed or heard by a company's customers or potential customers