4/9 Class Flashcards
1
Q
hmk 4 is up
A
do it
2
Q
promotion
A
- advertising - one way paid communication that identifies the sponsor
- public relations - building good relations through annual reports, blogs, publicity, etc
- Sales promotion
- personal selling
- Assessing Ads - attitudes, memory for content, sales tests
3
Q
aida
A
attention, interest, desire, action
4
Q
three goals of the promotional mix
A
inform, persuade, remind
follows the product life cycle
5
Q
promotion product life cycle
A
intro - inform, educate
growth - stress points of differentiation
maturity - remind oriented
decline - minimal promotion
6
Q
how to develop an ad
A
- choose a target
- define the budget - all you can afford, top down management, % of sales, ROI competitive parity, objective and task(most preferred)
- Design the Ad
- Select & Schedule Media
7
Q
personality symbol ads
A
aflac duck, marlboro cowboy
8
Q
testimonial ads
A
where the people in the video address the audience
9
Q
fear appeal ads
A
this is your brain on drugs
10
Q
animatic
A
low budget cartoon
11
Q
measuring reach
A
HH tuned to show/total US hh with a tv
12
Q
share
A
HH tuned to show/US HH with TV on
13
Q
measuring frequency of exposure
A
calculate the average frequency of exposure
14
Q
GRP
A
reach X frequency
15
Q
scheduling
A
continuous, flighting, pulsing
