Chapters 16 & 17 Flashcards
What is advertising?
An impersonal, mass communication about a product or organization that is paid for by a marketer
What is the advertising response function?
A phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns
What are the 2 major types of advertising?
Institutional
Product
What is institutional advertising?
A form of advertising designed to enhance a company’s image rather than promote a particular product
What is institutional advertising used for?
Designed to establish, change, or promote the corporation’s identity as a whole
What is advocacy advertising?
A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
What is product advertising?
A form of advertising that touts the benefits of a specific good or service
What determines the type of product advertising used?
Stage in Product Life Cycle (PLC)
What are the 3 types of product advertising?
Pioneering advertising
Competitive advertising
Comparative advertising
What is pioneering advertising and what stage of the PLC is it used in?
A form of advertising designed to stimulate primary demand for a new product or product category
Introductory - offers in-depth info about benefits of product
What is competitive advertising and what stage of the PLC is it used in?
A form of advertising designed to influence demand for a specific brand
Growth - emphasis on branding begins
What is comparative advertising and what stage of the PLC is it used in?
A form of advertising that compares 2 or more specifically named or shown competing brands on one or more specific attributes
Used for products experiencing slow growth or those entering the market against strong competition
What is an advertising objective?
A specific communication task that a campaign should accomplish for a specified target audience during a specified period
What is advertising appeal?
A reason for a person to buy a product
What is a unique selling proposition (USP)?
A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
What are some advantages/disadvantages of newspapers?
Advantages:
- Geographic flexibility
- Timeliness
- Good for mass market
Disadvantages:
- Distractions from competing ads and news stories
What are some advantages/disadvantages of magazines?
Advantages:
- Traditional & continues to be successful
Disadvantages:
- Cost/contact is high relative to other media
What are some advantages/disadvantages of radio?
Advantages:
- Selectivity and audience segmentation
- Large out-of-home audience
- Low unit/production costs
- Timeliness
- Geographic flexibility
Disadvantages:
What are some advantages/disadvantages of television?
Advantages:
- Can reach wide & diverse markets
- Can narrowcast
Disadvantages:
- Can be very expensive
What are some advantages/disadvantages of the internet?
Advantages:
- Target specific groups in real time
- Maximizes reach and return of products
What are some advantages/disadvantages of out-of-home media?
Advantages:
- Flexible
- Low-cost
What is the media mix?
The combination of media to be used
What is cost per contact and what does it enable marketers to do?
The cost of reaching one member of the target market
To compare the relative costs of specific media vehicles
What is reach in the media mix?
The number of target customers who are exposed to a commercial at least once during a specific period
What is frequency in the media mix?
The number of times an individual is exposed to a given message during a specific period
What is public relations?
The element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance
What are the major public relations tools?
New product publicity
Product placement
Consumer education
Sponsorship
Experiential marketing
Company websites
What is new product publicity?
Publicity instrumental in introducing new products and services
What is product placement?
A strategy that involves getting one’s product, service, or name to appear in any kind of media
What is consumer education?
Some firms believe that educated consumers are more loyal consumers
What is sponsorship?
When a company sends money to support an issue, cause, or event that is consistent with corporate objectives
What is experiential marketing?
Involves engaging with consumers in a way that enables them to feel the brand
What is crisis management?
The coordinated effort to handle the effects of unfavorable publicity, ensuring fast and accurate communication in times of emergency
