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Marketing Chapter 19
Advertising, PR, and Promotions
| Term | Definition |
|---|---|
| The advertising process | Identify the target, set objectives, determine the budget, convey the message, select media, create the ads, assess |
| Types of advertising agencies | Full service (offers research, copywriting, artwork, etc. to large companies), limited service (focuses on one specific thing), in-house |
| Advertising objectives | Increase sales, boost unaided recall, etc. |
| Informative advertising | Meant to build brand awareness, often for new products, focuses on how the product works |
| Persuasive/comparative advertising | Says that the company's product is better than competitors |
| Reminder advertising | Used for products that people buy regularly--goal is to make your product be top-of-mind in a quick purchase decision |
| Reinforcing advertising | When someone has already bought a product and you tell them they made the right choice--less frequent |
| Types of appeals | Informational, emotional (fear, safety, happiness, sex, comfort, nostalgia)--should humor be part of emotional or should it be its own? |
| Product-focused advertisements v. institutional advertisement | Promoting a specific product v. promoting an entire organization--PSA is a type of the latter |
| Frequency | The number of times a person sees the same ad (generally has to be at least three to be effective, but shouldn't be excessive) |
| Reach | Number of people exposed to an ad |
| Gross rating points | Reach x frequency |
| Ad scheduling considerations | Buyer turnover (how often you lose/gain buyers), purchase frequency, forgetting rate |
| Continuous scheduling | The same level of advertising all the time--for products consumed all the time, e.g. Tide |
| Flighting schedule | Sometimes heavy advertising, sometimes no advertising--for seasonal items like sunscreen |
| Pulse schedule | Always have some advertising, sometimes you have extra--e.g. airlines, hotels, car rental companies |
| Truth in advertising | Implied claims v. express claims v. omissions. Puffery v. deception. Would a reasonable consumer be deceived? How valid does proof have to be (4/5 dentists, Tylenol v. Excedrin) |
| Pretests | Portfolio tests (hidden among other ads), jury tests (single ad shown), theatre tests (during TV shows) |
| Posttests | Aided recall, unaided recall, inquiry tests (generally solicited by coupons or offers within advertising), sales tests |
| Consumer promotions | Coupons, contests (skill involved), sweepstakes (no skill), samples (one of the most effective, esp. for unfamiliar products), loyalty programs (effectiveness v. cost depends on business--flyer miles v. Starbucks), rebates, product placement, POP displays |
| Public relations | Not technically paid for--incl. news releases, press conferences, PSAs, cause-related marketing, event sponsorship |
Created by:
ejrasmus
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