Exam 3 Flashcards
allow the presentation of detailed information that can be processed at the readers own pace
newspapers and magazines
require some effort on the part of the reader for the advertising message to have an impact
high-involvement media
bought by the general public for information and/or entertainment
consumer magazines
published for specific businesses, industries, or occupations
business and health care publications
directed at businesspeople in various manufacturing and production industries
industrial magazines
targeted at wholesalers, dealers, distributors, and retailers
trade magazines
aimed at executives in all areas of business
general business magazines
targeted to various areas including, dental, medical, surgical, nursing, biotechnological science, hospital administration, and veterinary medicine
health care publications
advantages of advertising in magazines
selectivity, high quality, creative flexibility, permanence, readers high involvement
where two or more versions of an ad are printed in alternative copies of a particular issue of a magazine (allow advertiser to determine which ad generates the most responses)
split run
published each weekday, found in cities and large towns
daily newspapers
found in small towns or suburbs, ignore national and world news
weekly newspapers
appeal to large national advertisers and to regional advertisers that use specific geographic editions of these publications
national newspapers
channels used to deliver communications and to promote products and services
support media
media encompass many advertising formats found out of the home (billboards, street furniture, transit)
out of home advertising
digital video screens that appear in offices, stores, theaters, transit networks, and entertainment venues
digital out of home media
airplanes pulling banners, skywriting, and blimps
aerial advertising
painted cars with ads, mount ads on trailers
mobile billboards
in store ads, aisle displays, shopping cart signage
in store media
inside cars, outside posters in stations and terminals (targeted at people who are exposed to commercial transportation facilities)
transit advertising
a visual or verbal passive placement of the brand, with no integration into the program/movie; advertising within another program
product placement
a system of marketing by which organizations communication directly with target customers to generate a response or transaction
direct marketing
unsolicited mail you receive
direct mail
many companies use catalogs in conjunction with their more traditional sales strategies
catalogs
direct mail on the internet, electronic version of regular mail
television and radio direct response and support advertising
broadcast media
include direct-response commercials commonly seen on television for products such as drugs, toiletries, audio supplies, household products
tv spots
a long commercial that is designed to fit into a 30 minute or 1 hour time slot and last from 15 seconds to 2 minutes
informercials
direct marketing itself is a form of advertising
direct marketing with advertising
public relations activities employ direct response techniques
direct marketing with public relations
telemarketing and direct selling are two methods of personal selling used to generate sales
direct marketing with personal selling
using direct marketing tools to inform customers of sales promotions
direct marketing with sales promotion
adding a promotional product to a direct mailers
direct marketing with support media
the medium is used directly to obtain an order
one step approach
involve the use of more than one medium
two step approach
creating awareness or recognition, entering viewers into contests and sweepstakes, or direct marketing objections
banners
when a company pays to sponsor a section of a site
regular sponsorship
the sponsor not only provides dollars in return for name association but also participates in providing the content itself
content sponsorship
a window appears on your screen in attempt to get your attention
pop ups
ads that appear underneath the web page and become visible only when the user leaves the site
pop unders
full page ads that appear on your screen while waiting for a site content to download
interstitials
those that appear because of their relevance to the search terms, no advertisements
organic search results
paid advertising by placing their ads on web pages that display results from search engine queries
nonorganic search result
based on advertisers targeting consumers by tracking their website surfing behaviors
behavioral targeting
advertisers who target their ads based on the content of the web page
contextual ads
a form of paid media where the ad experience follows the natural form and function of the user experience in which it is place (less intrusive)
native advertising
a broad range of interactive digital media that exhibits dynamic motion, taking advantage of enhanced sensory features
rich media
the process of improving the volume of traffic driven to ones site by a search engine through unpaid results as opposed to paid inclusions; considers how search engines work and edits its HTML to increase its relevance to keywords
SEO (search engine optimization)
traditional measures used to evaluate the effectiveness of messages
recall and retention
surveys
sales
tracking
ROI
employees, stockholders, and investors of the firm, and members of the local community, suppliers, and current customers
internal audience
people who are not closely connected with the organization
external audiences
advantages of public relations
cost effective
highly targeted
credibility
avoidance of clutter
disadvantages or public relations
lack of control
media time not guaranteed
refers to the generation of news about a person, product, or service that appears in broadcast, digital, or print media (subset of public relations)
publicity
information must be factual, true, and of interest to the medium as well as to its audience
the press release
topic must be of major interest to a specific group before it is likely to gain coverage; companies use when they have significant news to announce
press conference
offer one particular medium exclusive right to the story if that medium reaches a substantial number of people in the target audience
exclusives
many companies and individuals enhance their public image through involvement in the local community
community involvement
companies will post information on their websites providing announcements and updates on product releases, recalls, or other issues
social networks and blogs
a publicity piece of produced by publicists so that stations can air it as a news story
video news release
doesn’t promote any one specific product or service; designed to promote the firm overall
corporate advertising
companies link with charities or nonprofit organizations as contributing sponsors
cause-related marketing
advantages of personal selling
two way interaction
lack of distraction
disadvantages of personal selling
inconsistent messages
high cost
poor reach
those who need the product or service (qualified leads)
prospects
those who may become customers
leads
used to screen leads and pass them on to the sales floor
telemarketing
8 step personal selling process
- prospecting
- pre approach
- approach
- sales presentation
- trial close
- handling objectives
- closing the sale
- follow - up
looking for and checking leads
prospecting
collecting as much relevant information as possible prior to the sales presentation
pre approach
focusing on the features, advantages, and benefits of the product or service to the buyer
approach
presenting vocally and persuasively and answering questions
sales presentation
establishing customers’ attitudes and attempting to lead to sale
trial close
addressing concerns and requests for more information
handling objectives
consummating the deal
closing the sale
ensuring everything goes as planned
follow up
