Chapter 15 Flashcards
- ….. is used when introducing a new product category to build primary demand.
- …..is important with increased competition to build slective demand.
- Informative advertising
- Persuasive advertising
- ….. is when a company compares its brand with other brands.
- ….. is important with mature products to help maintain customer relationships and keep customers thinking about the product.
-Comparative advertising
- Reminder advertising
The ….. is the “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way.
creative concept
….. is when the advertiser turns the big idea into an actual ad execution that will capture the target market’s attention and interest.
Message execution
….. is when consumers submit ad message ideas, videos, and other brand content.
Consumer-generated content
….. is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.
Reach
….. is a measure of how many times the average person in the target market is exposed to the message.
Frequency
….. is a measure of things such as ratings, readership, listenership, and click-through rates.
Engagement
When deciding on media timing, the planner must consider:
- Seasonality
- Pattern of the advertising
- Continiuity
- Pulsing
….. involves building good relations with the company’s publics by obtaining favorable publicity and building up a good corporate image.
Public relations
….. involves the creation and placing of newsworthy information to attract attention to a person, product or service.
Press relations or press agency
….. involves building and maintaining national or local community realations.
Public affairs
….. involves building and maintaining relations with legislators and government officials to influence legislation and regulation.
Lobbying
