Chapter 11.docx

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Business Administration
BUS 343
Zaheer Jiwani

Chapter 11 Advertising: the image of marketing  Product advertising Product advertising: Advertising messages that focus on a specific good or service.  Institutional advertising Institutional advertising: Advertising messages that promote the activities, personality, or point of view of an organization or company. Corporate advertising: Advertising that promotes the company as a whole instead of a firm’s individual products. Advocacy advertising: A type of public service advertising where an organization seeks to influence public opinion on an issue because it has some stake in the outcome. Public service advertisements (PSAs): Advertising run by the media for not-for-profit organization seeks to influence public opinion on an issue because it has some stake in the outcome.  Who creates advertising? Advertising campaign: A coordinate, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time. Limited-service agency: An agency that provides one or more specialized services, such as media buying or creative development. Full-service agency: An agency that provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, and production of the final messages. Account executive (account manager): A member of the account management department who supervises the day-to-day activities of the account and is the primary liaison between the agency and the client. Account planner: A member of the account management department who combines research and account strategy to act as the voice of the consumer in creating effective advertising. Creative services: The agency people (creative director, copywriters, and art director) who dream up and produce the ads. Research and marketing services: Advertising agency department that collects and analyzes information that will help account executives develop a sensible strategy and assist creatives in getting consumer reactions to different versions of ads. Media planner: Agency personnel who determine which communication vehicles are the most effective and efficient to deliver the ad.  User-generated advertising content: do it yourself advertising and crowdsourceing User-generated content (UGC): Online consumer comments, opinion, advice and discussions, reviews, photos, images, videos, podcasts, webcasts, and product-related stories available to other consumers. Do-it-yourself (DIY) ads: Product ads that are created by consumers.  Ethical issues in advertising Corrective advertising: Advertising that clarifies or qualifies previous deceptive advertising claims. Puffery: Claims made in advertising of product superiority that cannot be proven true or untrue. Develop the advertising campaign  Step1: understand the target audience  Step2: establish message and budget objectives  Step3: create the ads Creative strategy: The process that turns a concept into an advertisement. Creative brief: A guideline or blueprint for the marketing communication program that guides that creative process.  Advertising appeals Advertising appeal: The central idea or theme of an advertising message. Unique selling proposition (USP): An advertising appeal that focuses on one clear reason why a particular product is superior. Reminder advertising: Advertising aimed at keeping the name of a brand in people’s minds to be sure consumers purchase the product as necessary. Teaser or mystery advertising: Ads that generate curiosity and interest in a to-be-introduced product by drawing attention to an upcoming ad campaign without mentioning the product.  Execution formats Execution format: The basic structure of the message such as comparison, demonstration, testimonial, slice of life, and lifestyle.  Tonality Tonality: The mood or attitude the message conveys (straightforward. Humorous, dramatic, romantic, sexy, and apprehensive/fearful).  Creative tactics and techiniques Jingles: Original words and music written specifically for advertising executions. Slogans: Simple, memorable linguistic devices linked to a brand.  Step4: Pretest what the ads will say Pretesting: A research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media.  Step5: choose the media type(s) and media schedule Media planning: The process of developing media objectives, strategies, and tactics for use in an advertising campaign.  Where to say it: digital media Digital media: Media that are digital rather than analogue. Including web sites, mobile or cellular phones, and digital video such as YouTube.  Owned, paid, and earned media Owned media: Internet sites such as Web sites, blogs, Facebook, and Twitter accounts that are owned by an advertiser. Paid media: Internet media such as display ads, sponsorships, and paid key word searches that are paid for by an advertiser. Earned media: Word-of-mouth or buzz using social media where the advertiser has no control.  Web site advertising Banners: Internet advertising in the form of rectangular graphics at the top or bottom of Web pages. Pop-up ad: Ad advertisement that appears on the screen while a Web page loads or after it has loaded. Buttons: Small banner-type advertisements that can be placed anywhere on a Web page. Search engines: Internet programs that search for documents with specified keywords. Web directory: Internet program that lists sites by categories and subcategories. E-mail advertising: Advertising messages sent via e-mail to large numbers of people simultaneously. Spam: The use of electronic media to send unsolicited messages in bulk. Permission marketing: E-mail advertising in which online consumers have the opportunity to accept or refuse the unsolicited e-mail.  Mobile advertising Mobile advertising: A form of advertising that is communicated to the consumer via a handset.  Video sharing: check it out on youtube Video sharing: Uploading video recordings on the Internet sites such as YouTube so that thousands or even millions of other Internet users can see them. Vlogs: Video recordings shared on the Internet.  Where to say it: branded entertainment Branded entertainment: A form of advertising in which marketers integrate products into entertainment venues. Augmented reality (AR): A form of technology where a view of a real-world environment joins a layer of virtual computer-generated imagery to create a mixed reality. Advergaming: Brand placements in video games.  Where to say it: support media Support media: Media such as directories or out-of-home media that may be used to reach people who are not reached by mass media advertising.
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