FBLA Advertising

promotional advertising

advertising designed to increase sales

institutional advertising

the process used to try to create a favorable image for a company and foster goodwill in the marketplace

media

the avenues through which messages are delivered; also known as channels

print media

newspapers, magazines, direct mail, signs, and billboards used in advertising

transit advertising

advertising found on public transportation

broadcast media

radio and television

online advertising

a form of advertising that uses either email or the World Wide Web

specialty media

relatively inexpensive, useful items featuring an advertiser's name or logo that are given away; also known as giveaways or advertising specialties

media planning

the process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective

advertisement

paid public announcement persuading you to buy an item or a service

advertising agency

company made up of professionals who specialize in providing creative and business services involved in planning, preparing, and placing advertisements

advertising plan

the thinking and tasks needed to achieve a successful advertising campaign that fits into the advertiser's marketing strategy

advertising research

the thorough investigation of the planning, preparation, and placement of advertisments

art

everything in the advertisement that is not copy, including the illustration and design

banner ad

paid advertising on a web site

benefit

the advantage the consumer gets from a feature

coincidental studies

measurement tools that provide real-time information about the campaign's impact

community

a group of people with a common characteristic or interest living within a larger society

competitor analysis

part of the advertising plan that examines the identity, strengths, and weaknesses of the competition and competing product

consumer

someone who uses a product

consumer behavior

everything that affects or is affected by human consumption

creative boutique

specializes in developing creative concepts, writing creative text, and providing artistic services

creative plan

guideline to creating and constructing the advertising message that coordinates the copywriting, art, and media

culture

integrated pattern of behavior, knowledge, and beliefs that are acquired from a group and passed on to future generations

demographics

statistical characteristics of human populations such as age, race, gender, income, marital status, education, and occupation

design

the arrangement of elements in the advertisement

direct marketing

an interactive method of marketing designed to generate a measurable response or transaction

event sponsorship

a business helps to fund an event in exchange for displaying a brand name, logo, or advertising message at the event, in literature about the event, or in broadcasts of the event

evoked set

a short list of brand names you think of when a product or service is mentioned

executive summary

part of the advertising plan that provides a summary of the most important information needed to make decisions

external facilitators

perform specialized services for advertisers and advertising agencies

feature

a characteristic that is part of a product or service

focus group

a group of six to twelve consumers, led by a professional moderator, who discuss the product

frequency

the number of times the audience is exposed to an advertisement in a specified time period

full-service agency

provides a wide range of services designed to meet a client's complete advertising needs

industry

a distinct group of productive or profit-making businesses

industry analysis

part of the advertising plan that examines industry developments and trends in

in-house agency

advertising department in a company whose main business is not advertising

interactive agencies

specialize in helping clients prepare advertising for new interactive media, such as Internet, CD-ROMs, and interactive television

layout

a drawing that shows where each element in the advertisment will be placed

market analysis

part of the advertising plan that examines customers and their motives for buying the product

market segment

a group of people that have common characteristics and similar needs and wants

marketing mix

all marketing activities, such as advertising, sales promotions, event sponsorships, and public relations

mass media

a form of communication designed to reach a large number of people

media-buying service

an organization that specializes in buying media time and space, particuarly on radio and television stations

media class

a type of media, such as television, radio, billboards, newspapers, or magazines

media plan

identifies the media used to distribute an advertising message to the target audience

media vehicle

single member of a media class, such as "Good Housekeeping" magazine

message strategy

part of the advertising plan that includes the advertiser's objectives and methods used to carry out the objectives

message weight

the number of times the audience is exposed to the advertising message by a specific media vehicle

need

something you can't live without, such as food, clothes, and shelter

overview

part of the advertising plan that identifies the document's structure and the material that will be covered in the plan

positioning

the process of making an advertiser's product different from other products in the consumer's mind

press release

statement prepared for distribution to the media that provides information that is timely, accurate, and interesting

puffery

the use of superlatives such as "greatest", "best", or "number one"

reach

percentage of the target audience that is exposed to an advertisement in the specified time period

return on investment

the amount you earn from the money you spend

ritual

formalized act or series of acts performed frequently

sales promotion

the use of incentives to increase the brand value for consumers or distributors

search time

the amount of time you would spend to find products or services you want

situational analysis

part of the advertising plan that examines the conditions and circumstances that affect the product or service

slogan

catchphrase meant to help you remember a brand name

social class

a group sharing the same economic or social status

social meaning

the interpretation of a product or service in a social context

society

a community, group, or large grouping of people with common traditions, institutions, activities, and interests

standard of living

the minimum level of necessities and luxuries required to maintain an individual or a group at a common level of comfort

storyboard

a series of sketches that show the sequential visual scenes and the matching copy for a television commercial

target segment

a subgroup of the marketing that is chosen to be the focus of the marketing and advertising campaign

top-of-the-mind awareness

test that identifies the leading brands in a specific product category by asking the consumer to name the brands in that category

want

something you would like to have but can live without

AIDA

Attention, Interest, Desire, Action

Advergaming

Create friendly games that engage the customer while incorporating the brand and company values. Cereral packets, online kids games.

Brand Positioning

a strategy that aims to make a brand occupy a certain position, in relation to competing brands, in the mind of the customer. Example: Dove related to self esteem boost

Guerilla Advertising

Different actions that take place in the street that go beyond any official conventional media. Can be an interactive experience that engages the consumer- flashmobs

Marketing Mix

Product, price, place, promotion

User Generate content

Any material that is created and upload by a non-media specialist. Gets users involved and the brand gets to know more about the target.

USP

Unique selling proposition. A theory to explain successful advertising campaigns. Suggests that such campaigns make unique propositions that encourage consumers to switch brands.

Web 2.0

The World Wide Web is going more social. Many to many communication. Users have become creators of the content in addition to the webmasters.

Process for selecting target audience

Segmentation
Target audience
Marketing mix and positioning

Pricing objectives

Survival
Profit
Sales
Status Quo

Price skimming

sets a relatively high price for a product or service at first, then lowers the price over time.

Penetration pricing

is the practice of offering a low price for a new product or service during its initial offering in order to lure customers away from competitors.

Competition

setting the price of a product or service based on what the competition is charging. This pricing method is used more often by businesses selling similar products, since services can vary from business to business, while the attributes of a product remain similar.

Supply and demand pricing

price based on equilibrium of projected supply and demand

Endorsements

an act of giving one's public approval or support to someone or something.
Word of mouth- is the passing of information from person to person by oral communication

Direct marketing

the business of selling products or services directly to the public, e.g., by mail order or telephone selling, rather than through retailers

Steps in Sales Process

Generate Leads- the initiation of consumer interest or inquiry into products or services of a business
Approach customers
Determine customer needs
Present the product
Overcome objections-are anything that stops a customer from buying from you
Close the sale-refers to the process of making a sale. The sales sense springs from real estate, where closing is the final step of a transaction. In sales, it is used more generally to mean achievement of the desired outcome, which may be an exchange of money or acquiring a signature
Follow up-checking in on the consumer, wanting to find out how the product or service is working for them

Sales promotion

process of persuading a potential customer to buy the product. Important because it helps predict, modify and target consumer behavior
Influence consumer decisions
Encourage trial of new product
Strengthen brand loyalty
Influence consumer behavior

Advertising media selection criteria

Reach
Frequency
Lead time-the time between the initiation and completion of a production process.
Cost

How advertising affects the economy

Creates market
Becomes part of pop culture
Influences children
Consumerist society- drives people to want more of a product when the stuff

Promotional Mix

one of the 4 Ps of the marketing mix. It consists of public relations, advertising, sales promotion and personal selling

Steps in developing the promotional plan

Get an objective
Distribution plan and target audience
Create central theme
Message to support the theme
Select a promotional product that bears a natural relationship to your profession or communications theme.
Don't pick an item based solely on uniqueness, price or perceived value.

circulation

average number of copies of a magazine sold in a particular period

classified ads

small advertisements in magazine or newspaper categorized by subject

hoarding

signboard, usually outdoors, for advertising posters; billboard

prime time

hours on radio and TV with the largest audience, especially the evening hours

slot

specific time in a broadcasting schedule, when a commercial may be shown

Five step consumer decision-making process

Problem recognition
Search process
Evaluating alternatives
Selection stage
Evaluation of process

Consumer products

Convenience
Shopping
Speciality
Unsought

Consumer buying motives

Profit/Gain
Fear of loss
Comfort and Pleasure
Avoidance of Pain
Love and Affection
Pride and Prestige