Chapter 19 Flashcards
advertisements that focus on selling a product or service and which take three forms: (1) pioneering, (2) competitive, (3) reminder
what is this ?
product advertisements
advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service
what is this ?
institutional advertisements
the number of different people or households exposed to Ann advertisement
what is this ?
reach
the average number of times a person in the target audience is exposed to a message or an advertisement
what is this ?
frequency
a reference number used by advertisers that is obtained by multiplying reach by frequency
what is this ?
gross rating points (GRPs)
the cost of reaching 1000 individuals or households with advertising message in a given medium
what is this ?
cost per thousand (CPM)
program length advertisements that take an educational approach to communication with potential customers
what is this ?
infomercials
the broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device
what is this ?
mobile marketing
tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement
what is this ?
pretests
an advertising agency that provided the most complete range of services, including marketing research, media selection, copy development, artwork, and production
what is this ?
full 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 unpurchased media space, or providing internet services
what is this ?
limited service agency
consists of the company’s own advertising staff, who may provide full services or a limited range of services
what is this ?
in house agency
tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose
what is this ?
posttests
sales tools used to support a company’s advertising and personal selling directed to ultimate consumers (also called consumer promotions)
what is this ?
consumer oriented sales promotions
sales tools used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers (also called trade promotions)
what is this ?
trade oriented sales promotions
methods of obtaining non personal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements
what is this ?
publicity tools
paid non personal communication by an identified sponsor
what is this ?
advertising
short term incentives meant ti initiate a purchase
what is this ?
sales promotion
public dissemination of noteworthy corporate events
what is this ?
public relations
what does advertising do ?
provides customers a reason to buy
what does sales promotion do ?
provides customers an incentive to buy
what does public relations do ?
influences customers via third party influencers
examples of advertising ?
- television
- out of home (billboards)
- paid search
- radio
- social
examples of sales promotion ?
- sampling
- sweepstakes
- loyalty program
- rebates
- coupons
examples of public relations ?
- press release
- stunts
- press conferences
- trade shows
- challenges
- targeted sampling
how does the advertising process go ?
Client to Creative Brief to Agency
What’s all in the creative brief part of the advertising process ?
- the challenge
- the target audience
- the insight
- the benefit
- the reasons to believe
- relevant background
the hook or creative message that is overachieving theme across your tactic
what is this ?
the big idea
What’s the made to stick models acronym ?
Succes
What does each letter stand for in SUCCES ?
-Simple
-Unexpected
-Concrete
-Credible
-Emotional
-Stories
interactive ads have drop down menus, built in games, or search engines to engage viewers
what is this ?
rich media
how often new buyers enter the market to buy the product
what is this ?
buyer turnover
the more frequently the product is purchased, the less repetition is required
what is this ?
purchase frequency
the speed with which buyers forget the brand if advertising is not seen
what is this ?
forgetting rate
consisting of an announcement regarding changes in the company or the product line
what is this ?
news release
representatives of the media are all invited to an informational meeting, and advance materials regarding the content are sent
what is this ?
news conference
free space or time donated by the media
what is this ?
publice service announcements
information contained within a message or accompanying a message
what is this ?
message content
adds an element of surprise, intrigue, an relatability to your brands communication
what is this ?
message creativity
attract a customers attention, persuade them to like the products or services and influence them to make a purchase
what is this ?
message appeal
