ad principals test 1

advertising

paid, mass-mediated attempt to persuade

client/sponsor

company or organization that pays for advertising

integrated brand promotion (ibp)

the process of using a wide range of promotional tools (including advertising) that work together to create widespread brand exposure (emphasis on the brand’s exposure)

integrated marketing communication (imc)

the process of using promotional tools in a unified way so that a synergistic communications effect is created for a brand (emphasis on communication effort)

advertisement

specific message that na organization has created to persuade an audience

advertising campaign

a series of coordinated advertisement that communicate a reasonably cohesive and integrated theme about a brand

audience

group of individuals who receive and interpret messages sent from companies or organizations

target audience

particular group of consumers singled out by an organization for an advertising or ibp campaign

audience categories

• Household consumers 

• Members of business organizations- firms, universities

• Members of a trade channel- retailers, wholesalers, distributors

• Professionals- doctors, lawyers, professors

• Government officials and employees- federal, state governments

global advertising

advertising that is used worldwide with only minor changes in the visual and message content (barbie doesn’t wear bikini in certain countries)

international advertising

firms prepare and place different advertising in different national markets for the same brand outside their home market (ex. red ads in china)

national advertising

reaches all geographic areas of a single nation

regional advertising

producers, wholesalers, distributors, and retailers that concentrate their efforts in a relatively large geographic region

local advertising

directed at an audience in a single trading area

cooperative advertising

sharing of advertising expenses between national companies and local merchants

marketing

the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large

product development (marketing mix)

how should it look and what should it be

pricing (marketing mix)

how much to sell product for

promoting (marketing mix)

how do we promote it aka advertising

place of distributing (marketing mix)

where should they buy it? (high end or retail)

segmentation

the process of breaking down a large, widely varied market into submarkets that are more similar than dissimilar in terms of consumer characteristics

differentiation

process of creating a perceived difference between a brand and its competition

positioning

designing a brand to occupy a distinct and valued place in the consumer’s mind

external position

competitive niche a brand pursues

internal position

position achieved with regard to the other similar brands marketed by the firm

repositioning

firm believes that a brand needs to be updated to address changing market conditions

brand

a name, term, sign, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers

brand extension

adaptation of an existing brand to a new product area

brand loyalty

repeatedly purchase the same brand

brand equity

brand assts linked to a brand

primary demand stimulation

using advertising to create demand for a product category in general (ex. eat more organic foods)

selective demand stimulation

using advertising to stimulate demand for a specific brand within a product category (ex. a specific organic product)

direct-response advertising

encourages immediate action by consumers (ex. click on this link now for 20% off)

delayed-response advertising

relies on imagery and message themes that emphasize the benefits and satisfying characteristics of a brand (ex. we’re always cheaper than other brands)

corporate advertising

creates a favorable attitude toward a company as a whole

institutional advertising

when corporate advertising takes place in a trade channel

brand advertising

communicates the specific features, values, ad benefits of a particular brand offered for sale by a particular organization

consumer behavior

all things related to how humans operate as consumers

need state

a psychological state arising when one’s desired state of affairs different from one’s actual state of affairs

internal search

a search for product information that draws on personal experience and prior knowledge

evoked set

set of brands that come to mind when a category is mentioned

consideration set

set of brands the consumer will consider for purchase

top-of-mind awareness

the first brand one can remember when asked to name the brands in a category

external search

a search for product information that involves visiting stores to examine alternatives, seeking input from friends and relatives, and perusing professional product evaluations

alternative evaluation

structured by the consumer’s consideration set and evaluative criteria

evaluative criteria

product attributes or performance characteristics

conversion

repeat purchases

brand ambassadors

users who will become apostles for the brand

customer satisfaction

good feelings that come from a favorable post purchase experience

cognitive dissonance

anxiety or regret that lingers after a difficult decision, also called “buyer’s remorse”

involvement

the degree of perceived relevance and importance of a purchase

extended problem solving

deliberate, careful search

limited problem solving

common products, limited search

variety seeking

switch brands at random

habit

buy a single brand repeatedly

predecisional distortion

a psychological bias in favor of a brand that unconsciously weights incoming information in the direction of the favored brand

semantic memory

word memory

episodic memory

memories of episodes or events

emotion

consumers change the nature of incoming information to favorable emotional brand connection

advertising clutter

an obstacle to advertising resulting from the large volume of similar ads for most products and services

culture

what a people do, total life ways of people

materialism

value place particular emphasis on money and material goods

rituals

repeated behaviors that affirm, express, and maintain cultural values

stratification

systematic inequalities in wealth, income, education, power, and status

taste

generalized set or orientation to consumer aesthetic preferences

cultural capitalism

the value that cultures place on certain consumption practices and objects

lifestyle variable

ex. age of youngest child at home

race and ethnicity

cultural effects, affects social identity

politics

brand political association (ex. Starbucks is eco-friendly)

brand community

groups of consumers who feel a commonality and a shared purpose attached to a consumer good or service

cultural branding

branding that leverages sociocultural forces to create and maintain great brands

rebellion and advertising

uses a rift or stress in society to offer a solution as a branded good

authenticity and opinion leaders

opinion leaders influence the opinions and behaviors of consumers

stp marketing

segmentation, targeting, and positioning

segment

group of potential customers

target

to focus advertising and promotion effort upon a given segment or segments

positioning

a brand’s meaning relative to its competitors

heavy users, committed users, or lead users

consumers who purchase a product or service much more frequently than others

switchers

buy what is on sale or choose brands that offer discount coupons or other price incentives

variety seekers

switch brands or products because they enjoy new experiences

emergent consumers

first time buyers

triggers

emergent consumers from college graduation, marriage, divorce, etc.

point of entry marketing

advertising strategies designed to target first time users of brands

demographics

basic descriptors like age, gender, etc.

demographic segmentation

dividing people into categories like age, gender, etc.

geodemographic segmentation

identifies neighborhoods that share common demographic characteristics

lifestyle segmentation

a form of market segmentation that focuses on consumers’ activities, interests, and opinions

benefit segmentation

segments are delineated by the benefit packages that different consumers want from competing products and brands

consumer markets

markets for products and services purchased by individuals or households

business markets

institutional buyers who purchase items to be used in other products and services or resold to other businesses or households

competitive field

companies that compete for the segment’s business

value proposition

a statement of the functional and emotional benefits delivered by the brand, which provide value to customers in the target segment

brand promise

expressed in terms of what it is that the brand promises the customer

brand platform

a core idea that frames an ambition for the brand that will be relevant to target audiences over time

advertising research

is research that aids in the development, execution, or evaluation of advertising and promotion

developmental research

stage one of research that provides critical info to produce ads and promotion

consumer insights

knowledge of how consumers think about, use, or otherwise view brands, goods, or services within the context of their lives

trandspotting

identifying new trends in the marketplace

primary research

research done by ourselves

design thinking

designers partner with users/potential users to create from scratch what the good or service should look like