Chapter 17 Flashcards
Product advertisement
Advertisements that focus on selling a good or service and take three forms: 1. pioneering (informational), 2. competitive (persuasive) 3. reminder
Institutional advertisement
Advertisements designed to build goodwill or an image for an organization, rather than promote a specific good or service
Reach
The number of different people or households exposed to an advertisement
rating
The percentage of households in a market that are tuned to a particular tv show or radio station
frequency
the average number of times a person in the target audience is exposed to a message or advertisement
gross rating points
A reference number for advertisers, created by multiplying reach by frequency (% of reach)
cost per thousand
The cost of reaching 1000 indiv. or households with an advertising message in a given medium
programmatic ad purchasing
An automated-based data driven way of buying advertising
infomercials
Program length (30) advertisements that take an educational approach to communication with potential customers
user generated content
Media generated by users (customers_ and disseminated via various channels, in particular the internet
pre-tests
Test conducted before an advertisement is placed to determine whether it communicates the intended message or to select among alternative versions of an advertisement
full-service agency
An advertising agency providing the most complete range of services, including market research media selection, copy development, artwork, and production
limited-service agencies
Specialize in one specific aspect of the advertising process, such as providing customer service, etc
in-house agency
a company’s own advertising staff which may provide full services or a limited range of services
post-tests
Tests conducted after an advertisement has been shown to the target audience to determine whether it has accomplished its intended purpose
consumer-oriented sales promotion
Sales tools used to support a company’s advertising and personal selling efforts directed to ultimate consumers (coupons, samples,etc)
Product placement
using a brand-name product in a movie tv show, video or a commercial for another product
trade-oriented sales promotions
sales tools used to support a company’S advertising and personal selling efforts directed to wholesalers, distributors or retailers. Discounts, cooperative advertising and sales force training
cooperative advertising
Advertising program by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products
