Comprehensive Marketing Communications & Advertising Strategies
Integrated Marketing Communications (IMC) - ANSWER Brands use everything under their
toolbelt (PR, Advertising, sales promo, direct marketing, etc) to deliver a consistent unified
message.
mass media - ANSWER Media that reaches large audiences.
functions of advertising - ANSWER Inform about a product's price, features, availability;
persuade people to buy and use this brand; remind people to keep loyalty and keep the brand
in their minds.
Public Service Announcements (PSAs) - ANSWER Ads for the public good, usually unpaid or
carried at no charge, used by corporations.
4 Ps of the marketing mix - ANSWER Product, Price, Place (where it is sold), Promotion
(communication (ads, PR, sales promo)).
consumer advocate groups - ANSWER Organizations that protect consumer rights and
investigate complaints; pressure advertisers to be truthful.
puffery - ANSWER Exaggerated subjective claims that CANT be proven true or false.
corrective advertising - ANSWER Issued when a company needs to fix misleading claims.
comparative advertising - ANSWER Directly compares one brand to another.
consent decree - ANSWER Legal agreement where an advertiser agrees to stop an ad
without admitting guilt or deception.
, FCC - ANSWER Federal Communications Commission: Regulates broadcast media content.
FTC - ANSWER Federal Trade Commission: Oversees deceptive/unfair advertising practices.
BBB - ANSWER Better Business Bureau: Handles local complaints, promotes ethical business
standards.
Office of Consumer Affairs - ANSWER Advocates for consumer protection in commerce.
Advertising Self-Regulatory Council - ANSWER Industry run system to promote truthful ads.
local advertising - ANSWER Immediate area, stresses location, price, convenience.
national advertising - ANSWER Focus on brand, features.
creative director - ANSWER Oversees overall vision/strategy of creative campaigns.
copywriter - ANSWER Writes the words on ads.
art director - ANSWER Designs visuals and layouts.
account planner - ANSWER Represents consumer insight, ensures ad is liked with target.
account manager - ANSWER Liaison between client and agency.
media planner/buyer - ANSWER Chooses where, when, and how often ads appear.
Integrated Marketing Communications (IMC) - ANSWER Brands use everything under their
toolbelt (PR, Advertising, sales promo, direct marketing, etc) to deliver a consistent unified
message.
mass media - ANSWER Media that reaches large audiences.
functions of advertising - ANSWER Inform about a product's price, features, availability;
persuade people to buy and use this brand; remind people to keep loyalty and keep the brand
in their minds.
Public Service Announcements (PSAs) - ANSWER Ads for the public good, usually unpaid or
carried at no charge, used by corporations.
4 Ps of the marketing mix - ANSWER Product, Price, Place (where it is sold), Promotion
(communication (ads, PR, sales promo)).
consumer advocate groups - ANSWER Organizations that protect consumer rights and
investigate complaints; pressure advertisers to be truthful.
puffery - ANSWER Exaggerated subjective claims that CANT be proven true or false.
corrective advertising - ANSWER Issued when a company needs to fix misleading claims.
comparative advertising - ANSWER Directly compares one brand to another.
consent decree - ANSWER Legal agreement where an advertiser agrees to stop an ad
without admitting guilt or deception.
, FCC - ANSWER Federal Communications Commission: Regulates broadcast media content.
FTC - ANSWER Federal Trade Commission: Oversees deceptive/unfair advertising practices.
BBB - ANSWER Better Business Bureau: Handles local complaints, promotes ethical business
standards.
Office of Consumer Affairs - ANSWER Advocates for consumer protection in commerce.
Advertising Self-Regulatory Council - ANSWER Industry run system to promote truthful ads.
local advertising - ANSWER Immediate area, stresses location, price, convenience.
national advertising - ANSWER Focus on brand, features.
creative director - ANSWER Oversees overall vision/strategy of creative campaigns.
copywriter - ANSWER Writes the words on ads.
art director - ANSWER Designs visuals and layouts.
account planner - ANSWER Represents consumer insight, ensures ad is liked with target.
account manager - ANSWER Liaison between client and agency.
media planner/buyer - ANSWER Chooses where, when, and how often ads appear.
