Exam 3 Flashcards by Catherine Kish

allow the presentation of detailed information that can be processed at the readers own pace

newspapers and magazines

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require some effort on the part of the reader for the advertising message to have an impact

high-involvement media

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bought by the general public for information and/or entertainment

consumer magazines

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published for specific businesses, industries, or occupations

business and health care publications

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directed at businesspeople in various manufacturing and production industries

industrial magazines

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targeted at wholesalers, dealers, distributors, and retailers

trade magazines

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aimed at executives in all areas of business

general business magazines

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targeted to various areas including, dental, medical, surgical, nursing, biotechnological science, hospital administration, and veterinary medicine

health care publications

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advantages of advertising in magazines

selectivity, high quality, creative flexibility, permanence, readers high involvement

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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

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published each weekday, found in cities and large towns

daily newspapers

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found in small towns or suburbs, ignore national and world news

weekly newspapers

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appeal to large national advertisers and to regional advertisers that use specific geographic editions of these publications

national newspapers

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channels used to deliver communications and to promote products and services

support media

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media encompass many advertising formats found out of the home (billboards, street furniture, transit)

out of home advertising

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digital video screens that appear in offices, stores, theaters, transit networks, and entertainment venues

digital out of home media

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airplanes pulling banners, skywriting, and blimps

aerial advertising

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painted cars with ads, mount ads on trailers

mobile billboards

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in store ads, aisle displays, shopping cart signage

in store media

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inside cars, outside posters in stations and terminals (targeted at people who are exposed to commercial transportation facilities)

transit advertising

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a visual or verbal passive placement of the brand, with no integration into the program/movie; advertising within another program

product placement

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a system of marketing by which organizations communication directly with target customers to generate a response or transaction

direct marketing

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unsolicited mail you receive

direct mail

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many companies use catalogs in conjunction with their more traditional sales strategies

catalogs

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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

1. prospecting 2. pre approach 3. approach 4. sales presentation 5. trial close 6. handling objectives 7. closing the sale 8. 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