MKT Final

Advertising

Advertising

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

advertising objective

a specific communication task to be accomplished with a specific target audience during a specific period of time

advertising budget

the dollars and other resources allocated to a product or a company advertising program

advertising strategy

The strategy by which the company accomplishes its advertising objectives. (two major elements: creating advertising messages & selecting advertising media)

native advertising

advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform

creative concept

the compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way

execution style

the approach, style, tone, words, and format used for executing an advertising message

advertising media

the vehicles through which advertising messages are delivered to their intended audiences

Return on advertising investment

the net return on advertising investment divided by the costs of the advertising investment

advertising agency

a marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs

Public Relations (PR)

activities designed to engage the company's various publics and build good relations with them

direct and digital marketing

engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships

direct-to-consumer (DTC) brands

brands that avoid direct competition with established traditional brands by selling and shipping directly to consumers only through online and mobile channels

digital and social media marketing

Using digital marketing tools such as Web sites, social media, mobile apps and ads, online video, e-mail, and blogs that engage consumers anywhere, at any time, via their digital devices.

Omni-channel retailing

creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping

Online Marketing

marketing via the internet using company websites, online ads and promotions, email, online video, and blogs

marketing website

a website that engages consumers to move them closer to a direct purchase or other marketing outcome

brand community website

a website that presents brand content that engages consumers and creates customer community around a brand

online advertising

advertising that appears while consumers are browsing online, including display ads and search related ads

email marketing

sending highly targeted, highly personalized, relationship-building marketing messages via email

Spam

unsolicited, unwanted commercial email messages

viral marketing

the digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends

blogs

online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics

social media

independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content

mobile marketing

marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices

Direct-mail marketing

marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address

catalog marketing

direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online

telemarketing

using the telephone to sell directly to customers

direct response television (drtv) marketing

direct marketing via television that persuasively describes a product and give customers a toll-free number or an online site for ordering

global firm

a firm that, by operating in more than one country, gains R&D, production, marketing, and financial advantages in its costs and reputation that are not available to purely domestic competitors

economic community

a group of nations organized to work toward common goals in the regulation of international trade

Exporting

entering foreign markets by selling goods produced in the company's home country, often with little modification

joint venturing

entering foreign markets by joining with foreign companies to produce or market a product or service

Licensing

entering foreign markets through developing an agreement with a licensee in the foreign market

contract manufacturing

a joint venture in which a company contracts with manufacturers in a foreign market to produce its product or provide its service

management contracting

a joint venture in which the domestic firm supplies the management know-how to a foreign company that supplies the capital; the domestic firm exports management services rather than products

joint ownership

a cooperative venture in which a company creates a local business with investors in a foreign market, who share ownership and control

direct investment

Entering a foreign market by developing foreign-based assembly or manufacturing facilities

standardized global marketing

a global marketing strategy that basically uses the same marketing strategy and mix in all of the company's international markets

adapted global marketing

An international marketing strategy for adjusting the marketing strategy and mix elements to each international target market, bearing more costs but hoping for a larger market share and return

straight product extension

marketing a product in a foreign market without making any changes to the product

product adaptation

adapting a product to meet local conditions or wants in foreign markets

product invention

creating new products or services for foreign markets

communication adaptation

a global communication strategy of fully adapting advertising messages to local markets

Whole-channel view

designing international channels that take into account the entire global supply chain and marketing channel, forging an effective global value delivery network

sustainable marketing

socially and environmentally responsible marketing that meets the present needs of consumers and businesses while also preserving or enhancing the ability of future generations to meet their needs

Consumerism

An organized movement of citizens and government agencies to improve the rights and power of buyers in relation to sellers.

Environmentalism

an organized movement of concerned citizens, businesses, and government agencies designed to protect and improve people's current and future living environment

environmental sustainability

a management approach that involves developing strategies that both sustain the environment and produce profits for the company

Consumer-oriented marketing

a company should view and organize its marketing activities from the consumer's point of view

consumer value marketing

a company should put most of its resources into customer value-building marketing investments

innovative marketing

a company should seek real product and marketing improvements

Sense-of-mission marketing

a company should define its mission in broad social terms rather than narrow product terms

societal marketing

a company should make marketing decisions by considering consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests

deficient products

products that have neither immediate appeal nor long-run benefits

pleasing products

products that give high immediate satisfaction but may hurt consumers in the long run

salutary products

products that have low immediate appeal but may benefit consumers in the long run

desirable products

products that give both high immediate satisfaction and high long-run benefits