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Marketing > Marketing Ch.18 > Flashcards

Marketing Ch.18 Flashcards

1
Q

Pioneering

A

used in introductory stage. Tells what it is, what it can do, where it can be found.

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2
Q

Competitive

A
  • advertising that promotes a specific brands features and benefits. Persuade target market to buy this brand rather than other.
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3
Q

Comparative advertising

A

shows one brands strengths relative to those of competitors

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4
Q

Reminder

A

used to reinforce previous knowledge of a product.

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5
Q

Reinforcement

A

assure current users they are doing the right thing

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6
Q

Institutional Advertisements

A

to build goodwill or an image for an org. rather than promote a specific good/service

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7
Q

Advocacy

A
  • state the position of the company on an issue
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8
Q

Pioneering Institutional Advertisements

A

used for announcements about what a company is what. What it can do and where it is located

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9
Q

Competitive Institutional Advertisements

A

promote the advantages of one product class over another and are used in markets where different product classes compete for the same buyers.

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10
Q

Reminder Institutional Advertisements

A

bring the company’s name to attention of the target market again. Ex. Us army uses to remind potential recruits of the opportunities in the army

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11
Q

Fear Appeals

A

suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service

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12
Q

Sex Appeals

A

suggest to the audience that the product will increase the attractiveness of the user.

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13
Q

Humorous Appeals

A

imply either directly or subtly that the product is more fun or exciting than competitors offerings.

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14
Q

Advertising media

A

the means by which the message is contributed

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15
Q

Reach-

A

number of different people or household exposed to an advertisment

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16
Q

Rating

A

the % of households in a market that are tuned to a particular TV show or radio station.

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17
Q

Frequency

A

when they want to reach a household more than once, Average number of times a person is exposed to message.

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18
Q

Gross Rating Points

A

reach*frequency

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19
Q

Cost per thousand (CPM)

A

cost of reaching 1,000 individuals or households with the advertising message in a given medium

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20
Q

television as medium

A

expensive, wasted civerage

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21
Q

magazines as medium

A

easy to get to specific interest groups. expensive

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22
Q

radio as medium

A

limited use for products that must be seen

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23
Q

newspapers as medium

A

great local reach potential

24
Q

outdoor ads

A

low cost, good when proj is well known. effective for reminding

25
Q

buyer turnover

A

how often buyers enter market. Higher turnover, greater amount of advertising required

26
Q

Purchase Frequency-

A

the more frequently the product is purchased the less repetition is required

27
Q

Forgetting rate

A
  • the speed with which buyers forget the brand if advertising is not seen
28
Q

Continuous(stead) schedule

A
  • when seasonal factors are unimportant, advertising is run at a continuous or stead schedule thought the year
29
Q

Flighting(intermittent) schedule

A

periods of advertising are scheduled between periods of no advertising to reflect seasonal demand

30
Q

Pules (burst) schedule-

A

a flighting schedule is combined with continuous because of increases in demand. Heavy period of promotion, or introduction of a new product.

31
Q

Portfolio Tests

A

to test copy alternatives. The test ad is placed in a portfolio with several other ads and stories and consumers are asked to read through. After the subjects asked for impressions of the ads.

32
Q

Jury Tests

A

show the ad copy to a panel of consumers and having them rate how they liked it how much it drew their attention and how attractive they though it was.

33
Q

Theater tests

A

most sophisticated. Consumers are invited to view new TV shows or movies in which test commercials are also shown viewers register their feelings about the ads either on handheld electronic recording devices used during the viewing or on questionnaires after.

34
Q

Full service agency

A

provides the most complete range of services including market research, media selection, copy development, artwork and production.

35
Q

Limited service agency

A

specialize in one aspect of process

36
Q

In house agencies

A

made up of company’s own staff

37
Q

Aided recall-

A

after being shown an ad, respondents area sked whether their exposure to it was through reading, viewing or listening.

38
Q

Unaided recall

A

ask questions without an prompting to determine whther they saw or heard the ad program

39
Q

Attitude Test

A

respondents are asked questions to measure changes in their attitudes after an advertising campaign such as whether they have a more favorable attitude

40
Q

Inquiry Test

A

Additional product information, product samples, or premiums are offered to an ad’s readers or viewers. Ads generating the most inquiries are presumed to be the most effective.

41
Q

Sales tests

A

Sales tests involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign).

42
Q

Consumer Oriented Sales Promotion

A
  • aka consumer promotions are sales tools used to support a company’s advertising and personal selling
43
Q

Coupons

A
  • sales promotions that usually offer a discounted price to a consumer
44
Q

Deals

A

s- short term price reductions commonly used to inc trial among potential customers

45
Q

Premiums

A
  • used with consumers, consists of merchandise offered free or at significant savings over its retail price.
46
Q

contest

A
  • consumers apply their skill or analytical or creative thinking to try to win a prize
47
Q

sweepstakes

A

sales promotion that require participants to submit some kind of entry but pure game of chance

48
Q

samples

A

free trials/ reducd price trials

49
Q

loyalty programs

A

encourage repeat purchases

50
Q

point of purcahse displays

A
  • These product displays take the form of advertising signs, which sometimes actually hold or display the product
51
Q

rebates

A

offers the return of money based on proof of purchase

52
Q

product placements

A
  • use of brand name products in movies/tvshows
53
Q

Trade oriented sales promotion

A

trade promotions , are sales tools used to support a company’s advertising and personal selling directed to wholesalers, retailers, or distribution

54
Q

Merchandise allowance-

A

Reimbursing a retailer for extra in-store support or special featuring of the brand

55
Q

Cooperative Advertising

A

programs by which manufacturer pays a percentage of the retailers local advertising expense

Marketing (18 decks)

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