Chapter 15 Flashcards
Advertising
Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor
Advertising objectives
A specific communication task to be accomplished with a specific target audience during a specific period of time
What are the primary purposes of advertising objectives?
Informative advertising
Persuasive advertising
Reminder advertising
Madison & Vine
The merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customer with more engaging messages
Native advertising
Advertising or other brand produced online content that look sin form and function like the other natural content surrounding it on a web or social media platform
Creative concept
The compelling big idea that will bring an advertising message strategy to life in a distinctive and memorable way
What are the steps in selecting advertising media
Determining reach, frequency, impact, and engagement
Choosing among major media types
Selecting specific media vehicles
Choosing media timing
Television advantages
Good mass marketing coverage
Low cost per exposure
Combines sight, sound, and motion
Appealing to senses
Television disadvantages
High absolute costs
High clutter
Fleeting exposure
Less audience selectivity
Digital, mobile, and social media advantages
His selectivity
Low cost
Immediacy
Engagement capabilities
Digital, mobile, and social media disadvantages
Potentially low impact
High audience control of content and exposure
Newspapers advantages
Flexibility
Timeliness
Good local market coverage
Broad acceptability
High believability
Newspapers disadvantages
Short life
Poor reproduction quality
Small passalong audience
Direct mail advantages
High audience selectivity
Flexibility
No ad competition within the same medium
Allows personalisation
Direct mail disadvantages
Relatively high cost per exposure
‘Junk mail’ image
Magazines advantages
High geographic and demographic selectivity
Credibility and prestige
High quality reproduction
Long life and good pass along readership
Magazines disadvantages
Long ad purchase lead time
High cost
No guarantee of position
Radio advantages
Good local acceptance
High geographic and demographic selectivity
Low cost
Radio disadvantages
Audio only
Fleeting exposure
Low attention
Fragmented audiences
Outdoor advantages
Flexibility
High repeat exposure
Low cost
Low message competition
Good positional selectivity
Outdoor disadvantages
Little audience selectivity
Creative limitations
How can effectiveness of advertising be evaluated?
Return on advertising investment
Return on advertising investment
The net return on advertising investment divided by the costs of the advertising investment
Advertising agency
A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs
Public relations
Involves building good relationships with the company’s various publics by obtaining favourable publicity
Building up a good corporate image
Handling or heading off unfavourable rumours, stories and events
