Advertising Chapter 1
Terms
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- When corporate advertising takes place in a trade channel what is it referred as?
- institutional advertising
- What is the role of advertising in the marketing mix?
- to focus on the ability to communicate to a target audience what a brand has to offer.
- what are accomodation and negotiation?
- the ways consumers interpret ads
- what is the marketing mix?
- the process of conceiving, prices, promoting, and distributing goods, services, and ideas.
- What are the two main components of the model of mass mediated communication?
- production and reception
- what are the two mediating processes of the model of mass mediated communication?
- accommodation and negotiation
- What is the definition of advertising?
- a paid, mass mediated attempt to persuade
- What are the 3 criteria for some form of communication to be classified as advertising?
- the communication must be paid for, it must be delivered via mass media, it must be attempting to persuade
- What is the definition of Integrated Brand Promotion?
- the process of using a wide range of promotional tools working together to create widespread brand exposure.