Chapter 13 page 2
Slide 8

Creative brief- a guideline or blueprint for the marketing
communication program that guides the creative process
o It provides only the most relevant information and insights
about the marketing situation, the advertising objective, the
competition, the advertising target and, most importantly the
message that the advertising must deliver.

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 to-be-introduced products by drawing attention to an
upcoming ad campaign without mentioning the product

Execution format
o Comparison- a comparative advertisement explicitly names
one or more competitors
o Demonstration- the ad shows a product “in action” to prove
that it performs as claimed. Most useful when consumers are
unable to identify important benefits except when they see
the product in use.
o Testimonial- a celebrity, an expert, or a “man in the street”
states the product’s effectiveness
o Slice of life- presents a dramatized scene from everyday life
o Lifestyle- shows a person or persons attractive to the target
market in an appealing setting
Chapter 13 page 2 slide 8
 Tonality
o Straightforward- simply present the information to the
audience in a clear manner
o Humor- can be tricky, because what is funny to one person
may be offensive or stupid to another. Different cultures also
have different senses of humor.
 The major benefit of humorous advertising is that the
attracts consumers attention and leaves them with a
pleasant feeling
o Dramatic- presents a problem and a solution in a manner that
is often exciting and suspenseful
o Romantic- can be especially effective at getting consumers
attention and at selling products people associate with dating
and mating
o Sexy- ads such as these rely on sexuality to get consumers
attention
o Apprehension/fear- some ads highlight the negative
consequence of not using the product.
Fear appeals can be successful if the audience perceives
there to be an appropriate level of intensity in the fear
appeal
Creative tactics and techniques
o Animation and art- sometimes a creative decision is made to
use art, illustration, or animation to achieve the desired look
of a print ad or TV commercial or to attract attention
o Celebrities- sometimes they just appear in testimonials, or for
endorsements. Other times using a celebrity is simply a


casting decision
o Music, jingles and slogans Jingles- original words and music written specifically
for advertising executions
 Slogans- simple, memorable linguistic devices linked to
a brand
11/3/2011 7:15:00 PM
Chapter 13 page 3
Slide 13
 marketers rely on product placement in TV shows and movies to
grab the attention of consumers who tune out traditional ad
messages as fast as they see them
o Branded entertainment- a form of advertising in which
marketers integrate products into entertainment venues
o Augmented reality- a form of technology where a view of a
real-world environment joins a layer of virtual computergenerated imagery to create a mixed reality
o Advergaming- brand placement in video games
Slide 14

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
o Directories- often consumers look through directories before
they are going to buy
o Out-of-home media- communication media that reach people
in public places
 Digital signage- out-of-home media that use digital
technology to change the message at will
o Place-based media- advertising media that transmit messages
in public places, such as doctors’ offices and airports, where
certain types of people congregate.
o RFID technology- use of a tiny sensors embedded in packages
or store aisles to track customers as they pass
11/3/2011 7:15:00 PM
Chapter 13 page 3
Slide 15




Reach- the percentage of the target market that will be exposed to
the media vehicle
Frequency- the average number of times a person in the target
group will be exposed to the message
Gross rating points (GRP)- a measure used for comparing the
effectiveness of different media vehicles: average reach X
frequency
Cost per thousand (CPM)- a measure used to compare the relative
cost-effectiveness of different media vehicles that have different
exposure rates; the cost to deliver a message to 1000 people or
homes.
Chapter 13 page 4
Slide 21
 Press release- information that an organization distributes to the
media intended to win publicity
o timely topics- deals with topics in the news
o research project stories- published by universities to highlight
breakthroughs by faculty researches
o consumer information releases- provides info to help
consumers make product decisions









internal PR- PR activities aimed at employees of an organization
investor relations- PR activities such as annual and quarterly
reports aimed at the firm’s investors
lobbying- talking with and providing information to government
officials in order to influence their activities relating to the
organization
speech writing- writing a speech on a topic for company executive
to deliver
corporate identity- materials such as logos, brochures, building
design, and stationary that communicate an image of the
organization
media relations- a PR activity aimed at developing close
relationships with the media
sponsorships- PR activities through which companies provide
financial support to help fund an event in return for publicized
recognition of the company’s contribution
special event- activities- from a visit by foreign investors to a
company picnic-that are planned and implemented by a PR
department
guerrilla marketing- marketing activities in which a firm “ambushes”
consumers with promotional content in places they are not
expecting to encounter this kind of activity
Chapter 14















Merchandising allowance- reimburses the retailer for in-store
support of the product
Case allowance- a discount to the retailer or wholesaler based on
the volume of product ordered
Co-op advertising- a sales promotion where the manufacturer and
the retailer share the cost
Trade show- events at which companies set up elaborate exhibits to
show their products, give away samples, distribute product
literature and troll for new business contacts
Promotional products- goddies such as coffee mugs, tshirts, and
magnets given away to build awareness for a sponsor. Some
freebies are distributed directly to consumers and business
customers; others are intended for channel partners such as
retailers and vendors
Point of purchase (POP) displays- in store displays and signs
Push money- a bonus by a manufacturer to a salesperson,
customer, or distributor for selling its product
Direct response tv (DRTV)- advertising on tv that seeks a direct
response, including short commercials of less that two minutes, 30
minutes or longer infomercials, and home shopping networks
Infomercials- half hour or hour long commercials, that resemble a
talk show but actually are sales pitches
M-commerce- promotional and other e-commerce activities
transmitted over mobile phones and other mobile devices
Order taker- salesperson whose primary function is to facilitate
transactions that the customer initiates
Technical specialist- a sales support person with high level of
technical expertise who assists in product demonstration
Missionary salesperson0 promotes the firm and tries to stimulate
demand for a product but does not actually complete a sale
Ne business salesperson- the person responsible for finding new
customers and calling on them to present the company’s products
Order getting- works to develop long term relationships with
particular customers or to generate new sales



Team selling- the sales function when handled by a team that may
consist of a salesperson, a technical specialist and others
Sales presentation- the part of the selling process in which the
salesperson directly communicates the value proposition to the
customer and invites two way communication
Close- the stage of the selling process in which the salesperson
actually asks the customer to by the product