Thẻ ghi nhớ: UNIT 11: 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

Demographics

Describing an audience by age, gender, ethnicity, or location - ie 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. 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 Proposition/ Point

a highlighted benefit of a product which makes it stand out from all rival brands.

endorse a product

quảng cáo sản phẩm

hoardings

bảng qcao ngoài trời cỡ lớn

point-of-sale advertising (quảng cáo tại điểm bán)

quảng cáo đặt ngay nơi bán hàng (siêu thị, quầy kệ).

sponsorship

tài trợ

word-of-mouth

truyền miệng

commercials

quảng cáo chiếu trên TV.

brand-switcher

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

brand loyalty

The commitment of consumers to a particular brand.

free sample

A small amount of a new product given to consumers 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 Sản phẩm mồi (bán lỗ)

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

price-conscious nhạy về giá

Strongly influenced by the price when buying goods or services.

)purchasing cycle (chu kỳ mua hàng)

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

redeemable coupon( phiếu giảm giá có thể đổi)

A certificate offering consumers a price reduction on a particular product.