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
Forgetting Rate
The speed with which buyers forget the brand if advertising is not seen
Pretests
Test conducted before an advertisement is placed in any medium to determine whether it communicated the intended message or to select among alternative versions of the advertisement
Full-Service Agency
An advertising agency that provides the most complete range of services, including marketing research, media selection, copy development, artwork, and production
Limited-Service Agency
An advertising agency that specializes in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously purchased media space, or providing internet services
In-House Agency
Consists of the company’s own advertising staff, who may provide full services or a limited range of services
Posttests
Tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose
Consumer-Oriented Sales Promotions
Sales tools used to support a company’s advertising and personal selling directed to ultimate consumers, Also called consumer promotions
Sales Promotion Pros and Cons
Pg 231, figure 6
Trade Oriented Sales Promotions
Sales tools used to support a company’s advertising and personal selling directed to wholesales, distributors, or retailers
Publicity Tools
Methods of obtaining a nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements
News Release
An announcement regarding changes in the company or product line - informs newspapers, radio stations, etc. of an idea for a story
News Conference
Representatives of the media are all invited to an informal meeting, and advance materials regarding the content sent
Public Service Announcements
Free spare or time donated by the media
