Contemporary Advertising Systems

Flashcards based on the lecture notes about contemporary advertising systems to aid exam preparation.

What are the two main branches of advertising communication?

Commercial and Institutional.

What is the primary goal of commercial advertising?

To sell products or services.

What does institutional advertising focus on?

Building the image and reputation of the brand or company.

What are quantitative objectives in marketing?

Measurable goals expressed in units or percentages.

Give an example of a quantitative marketing objective.

Achieving a market share (SOM) of 22% by the end of 2024.

What do qualitative objectives in marketing refer to?

Objectives that denote a quality or differentiating characteristic.

Why is it important to establish marketing objectives?

To define what needs to be achieved in a specific timeframe.

What is the definition of propaganda's focus in contrast to advertising?

Propaganda disseminates ideologies or political messages, while advertising has a commercial focus.

What does 'Share of Market' (SOM) indicate?

The proportion of the total sales of a product or brand in a specific market.

Explain 'Share of Voice' (SOV).

The proportion of a brand’s advertising investment relative to the total advertising spending in the market.

What factors can affect profitability in marketing?

Delays in production, economic crises, low product quality, or overpriced products.

What is meant by 'multi-channel' communication?

Using various forms of communication to engage with consumers across different platforms.

How does the consumer relationship impact advertising strategy?

Ad effectiveness relies on understanding consumer needs and preferences.

Describe the purpose of brand rebranding.

To refresh the brand's identity and maintain relevance to its customers and community.

What is the process of cobranding?

Collaboration between brands to enhance their market presence and offer joint products or services.

What is the significance of story-based marketing?

Creating engaging narratives that resonate with consumers and enhance brand loyalty.

What tool can help analyze consumer purchasing behavior insights?

Zero party data.

How does digital transformation impact advertising investment?

Driving the shift towards digital media and personalized advertising strategies.

Name one major trend impacting marketing strategies in 2023.

The incorporation of AI-generated content.

What is emotional branding?

Connecting with consumers through emotional storytelling to enhance brand loyalty.