marketing unit 3 test Flashcards
any paid form of non-personal promotion by an identified
sponsor
Advertising
Types of advertising
Promotional Advertising
Institutional Advertising
advertising that attempts to create a favorable
impression of a business
Institutional Advertising
-advertising a specific good/service attempting to increase sales
Promotional Advertising
4 Advertising Drawbacks
1.Mass medium, so it isn’t individualized
- Very Expensive
- Can be inefficient – reader or listener may not be customer or may not be exposed to advertising
- Difficult to determine effectiveness
the agencies, means or instruments used to convey messages to the public
Advertising Media
Types of advertising media
1.Print Advertising
2.Outdoor Advertising
3.Broadcast Media
4.Specialty Media
-a written advertising message
Print Advertising
examples of print advertising
a. Newspaper
b. Magazine
c. Direct Mail
d. Directory
Outdoor Advertising
a. Signs
b. Posters
c. Billboards
d. Spectaculars
e. Transit
Types of transit
a. Buses
b. Cabs
c. Mass Transit (Subways/DART)
d. Mobile billboards
-the ultimate form of Mass Media
Broadcast Media
Types of Broadcast Media
a. Television
b. Radio
c. Internet
3 forms of Specialty Media
- Premiums
- Giveaways
- Incentives
-low cost items given to consumers at a
discount
Premiums
-items given to consumers for free on a trial
basis
Giveaways
awards or rewards to motivate and encourage
consumer to purchase items
Incentives
is cost-sharing arrangement whereby manufacturer or
wholesaler and local advertiser pay jointly for advertising
Cooperative Advertising
an independent business that specializes in designing and placing advertising for other businesses for a fee
Advertising Agency
an advertising department within a business that develops and places advertising for their own
In-House Advertising
AIDA Advertising Formula
Attention
Interest
Desire
Action
-get viewer’s attention in first 3 seconds
-what is your main selling point
Attention
-viewer must want to watch commercial
-what will product do for me
-do I want/need this product
Interest
-I like this product
-I want this product
-this product could solve my need/want
Desire
