Chapter 17-Advertising, Sales Promotion & Public Relations Flashcards
Product Advertisement
Focuses on selling a good or service and take three forms: 1.)Pioneering 2.)Competitive 3.)Reminder
Institutional Advertisement
Designed to build goodwill or an image for an organization, rather than promote a specific good or service
4 alternative forms of institutional advertisement?
1.) Advocacy 2.)Pioneering institutional 3.)Competitive institutional 4.)Reminder institutional
Message Contents- Appeals
Fear-Sex-Humorus
User Generated Content
Media generated by users and disseminated via various channels in particular, internet
3 basic scheduling approaches
Continious-Fighting-Pulse
Pre-Tests
Tests 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 agency
Specializes in one aspect of the advertising process
In house agency
A companies 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
Types of Post Tests
Aided recall-Unaided Recall-Attitude Test-Inquiry-Sales
Customer Orientated Sales Promotion
Sales tools used to support a companies advertising and personal selling efforts directed to ultimate consumers
Product Placement
Using a brand name product in a movie television show, video or a commercial for another product
Trade orientated sales promotions
Sales tools used to support a companies advertising and personal selling efforts directed to wholesalers, distributors, or retailers.
