chapter 17 Flashcards
What is Advertising? What can they influence?
- A paid form of non-personal communication that is transmitted to a target audience through mass media
- Influences customers purchasing behavior
Advertising Mediums examples
- Movies
- TV
- Video games
What are the two types of advertising?
- Product Advertising
- Advocacy Advertising
What is Advocacy advertising?
- It conveys a firm’s position on a public issue
What is Product Advertising
- Promotes the uses, features, and benefits of specific products
What are some types of Product Advertising?
- Pioneer Ad
- Competitive Ad
What does Product Ad focuses on?
- Focuses on stimulating demand for a product category
What does Competitive Ad focuses on?
- Focuses on stimulating demand for a specific brand
What are some types of Competitive Advertising?
- Comparative Ad
- Reminder Ad
- Reinforcement Ad
What is Comparative Ad?
- Compares two or more brands on two or more characteristics
What is Reminder Ad?
- Reminds customers of an established brand’s characteristics and benefits
What is Reinforcement Ad?
- Assures customers they made the right decision
What is a new frontier in Advertising? and what is it?
- Guerilla Marketing
- Aggressive promotional techniques uses to penetrate clutter and noise
What are the 3 scheduling Ads?
- Continuous
- Flighting
- Pulsing
What is Continuous? and what is it good for
- Runs steadily throughout the year
- Good for continuously used products
What is Flighting? and what is it good for
- runs in spurts
- Good for seasonal prducts
What is Pulsing?
- A combination. It runs steadily but with bursts at certain times
What are the 2 measuring Advertisements?
- Reach
- Frequency
What is Reach?
- The percentage of consumers exposed to a particular ad.
What is Frequency?
- The number of times these targeted consumers are exposed to the advertisement
How do you measure ad effectiveness?
- Pretest
- Posttest
- Recognition/recall
What is Pretest?
- Evaluating the performance before a campaign begins
What is Posttest?
- Evaluation of advertising effectiveness after the campaign
What is Recognition/Recall?
- respondents shown a a portion of an ad and asked questions regarding it.
What is Public Relations?
- Communication efforts used to create and maintain favorable relations between an org. and its stakeholders
PR vs. Publicity
- Publicity is more short term and PR is long term
- Publicity is largely out of control of the firm
- PR is design to be positive whereas publicity may not be positive
- Publicity is considered to be more powerful than PR
