Chapter 19 Flashcards
Advertising
any paid form of nonpersonal
communication about an organization, product, service,
or idea by an identified sponsor.
Product Advertisements (3 forms)
are advertisements that
focus on selling a product or service and which take
three forms: (1) pioneering (or informational), (2)
competitive (or persuasive), and (3) reminder.
Institutional Advertisements
are advertisements
designed to build goodwill or an image for an
organization rather than promote a specific product or
service.
Reach
is the number of different people or households
exposed to an advertisement.
geographics or demographics
Rating
is the percentage of households in a market
that are tuned to a particular TV show or radio station.
Frequency
the average number of times a person in
the target audience is exposed to a message or an
advertisement.
Gross Rating Points (GRPs)
reach(expressed as a percentage of the total market) X
frequency.
Cost per Thousand (CPM)
is the cost of reaching 1,000
individuals or households with the advertising message
in a given medium (M is the Roman numeral for 1,000).
3 forms of product advertisements
- pioneering (or informative)- explains product
- competitive (or persuasive)- promotes brand special features
- reminder- reinforces previous knowledge of the product
advocacy ad
states a company’s position -> advances customers trust
pioneering institutional
states information about company
competitive institutional
promotes advantages over the other companies
reminder institutional
promotes a company name
steps in developing advertising program
- Identifying the target audience
- specifying advertising objectives
- setting the advertising budget
message appeals
3 kinds
- fear appeal- avoid negative experiences
- sex appeal- increase attractiveness
- humorous appeal- fun and exciting
