Chapter 19 Flashcards
Product Advertising
Advertisements that focus on selling a product or service and which take three forms 1) pioneering 2) competitive 3) reminder
Institutional Advertisements
Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service
Message Content
Informational ads
Message Creativity
Determined by both the originality and appropriateness of the message used to inform and persuade
Message Appeals
Creative information and persuasive content combined in the form of an appeal that provides a reason for the consumer to act
Reach
The number of different people or households exposed to an advertisement
Frequency
The average number of times a person in the target audience is exposed to a message or an advertisement
Gross Rating Points (GRPs)
A reference number used by advertisers that is obtained by multiplying reach by frequency
Cost Per Thousand (CPM)
The cost of reaching 1,000 individuals or households with the advertising message in a given medium
Media Alternatives Pros and Cons
Page 228 figure 3
Informericals
Program length (30 mins) advertisements that take an educational approach to communication with potential customers
Rich Media
Interactive ads have drop-down menus, built-in games, or search engines to engage viewers
Mobile Marketing
The broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device
Buyer Turnover
How often new buyers enter the market to buy the product
Purchase Frequency
The more frequently the product is purchased, the less repetition is required