Advertising (consumer's perspective) One of several incoming messages directed at the consumer, the salience of which is influenced by the emotional, physical, and need state of the individual, and the benefit of which can be information, motivation, and entertainment.
Advertising (societal perspective) An institution of society that has the capability of informing the citizen, stimulating economic growth, and providing knowledge useful in decision making, as well as the tendency both to misallocate scarce economic resources and lead consumers to engage in behavior that may not be in their best interest.
Advertising (business perspective) Advertising's function is primarily to inform potential buyers of the problem-solving utility of a firm's market offering, with the objective of developing consumer preferences for a particular brand.
Advertising campaign The culmination of all the strategic, creative, and operational efforts of the people working towards a particular set of advertising objectives.
Creative strategy Concerns what an advertiser is going to say to an audience, based on the advertising objectives. Strategy should outline what impressions the campaign should convey to the target audience.
Creative tactics Specific means of implementing strategy.
Sales promotion Temporary special offers intended to provide a direct stimulus to produce a desired response by customers.
Price deals Short-term reductions in the price of a product to stimulate demand that has fallen off.
Coupon offers Certificates for a specified amount off a product.
Combination offers Link two products together for a price lower than the products purchased separately.
Contest A promotion that involves the award of a prize on the basis of chance or merit.
Rebates A refund of a fixed amount of money for a certain amount of time.
Premium offers A tangible reward received for performing a particular act, usually purchasing a product.
Consumer sampling Getting the physical product into the hands of the consumer.
Push money A monetary bonus paid by a manufacturer to a retail salesperson for every unit of a product sold.
Dealer loader A premium that is given to a retailer by a manufacturer for buying a certain amount of a product.
Trade deals Strategies intended to encourage middlemen to give a manufacturer's product special promotional efforts that it would normally not receive.
Public relations Public relations practice is the art and social science of analyzing trends, predicting their consequences, counseling organization leaders, and implementing planned programs of action that serve both the organization's and the public interest.
Internal publics People connected with an organization with whom the organization normally communicates in the ordinary routine of work.
External publics People not necessarily closely connected with an organization.
Campaign Planned series of promotional efforts designed to reach a predetermined goal through a single theme or idea.
Communication A process in which two or more persons attempt to consciously or unconsciously influence each other through the use of symbols or words in order to satisfy their respective needs.
Federal Trade Commission (FTC) US government agency established to protect businesses against unfair competition.
Marketing communication Includes all the identifiable efforts on the part of the seller that are intended to help persuade buyers to accept the seller's message and store it in retrievable form.
IMC mix Various combinations of elements in a promotional plan: advertising, sales promotion, personal selling, public relations.
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