Advertising and Promotions Flashcards
What is advertising?
It is the means of informing and influencing the general public to purchase products and services through visual or oral messages.
How can types of advertising be classified?
- According to the level of penetration
- According to the medium used
- According to the geographical area
- According to the target audience
Classification according to the level of penetration
- Above the line
- Below the line
- Through the line
Classification according to the medium
- Print advertising
- Broadcast advertising
- Outdoor advertising
- Digital advertising
- Product integration
Classification according to region
- Local
- National
- International
Classification according to target audience
- Consumer ads
- Industrial ads
- Professional ads
- Trader ads
Elements of the promotional mix
- Advertising
- Personal selling
- Sales promotion
- Publicity
Definition of an advertising agency
An independent business organization whose role is to plan, prepare and execute advertising campaigns on behalf of its clients.
Criteria used when choosing an advertising agency
- Price
- Value
- Chemistry
- The agency
- Present work
- Present clients
What is an advertising campaign?
A series of advertisement messages with a similar message and theme that make up an integrated marketing communication.
Factors that influence the planning of an ad campaign
- Advertising objectives
- Advertising budget
- Product features
- Consumer characteristics
- Media available
- Identification of current problems
- Government regulations
What is sales promotion?
Non-personal promotional efforts that are designed to have an immediate impact on sales for a short period of time.
Benefits of sales promotions
- Attracts new customers
- New product or service offerings
- Helps to differentiate from competitors
- Provides a source of information for consumers
- Promotes long-term loyalty among customers.
Challenges of sales promotions
- Conmen may take advantage
- Is a short-term strategy
- Turnover may be high, but not necessarily profits
- Quality may be doubted
- Needs a lot of planning
- Legal issues with some types of promotions
What is personal selling?
It is the personal communication of information to prospects or customers with the aim of persuading them to purchase a product or service that will bring them benefits.
