Chapter 18 - Advertising, Sales Promotion, and Public Relations
Quiz yourself by thinking what should be in
each of the black spaces below before clicking
on it to display the answer.
Help!
|
|
||||
|---|---|---|---|---|---|
| Advertising | any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor
🗑
|
||||
| Consumer-Oriented Sales Promotions | sales tools used to support a company's advertising and personal selling directed to ultimate consumers (also called consumer promotions)
🗑
|
||||
| Cooperative Advertising | advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products
🗑
|
||||
| Cost Per Thousand (CPM) | the cost of reaching 1000 individuals or households with the advertising message in a given medium (M is the Roman Numeral for 1000)
🗑
|
||||
| Frequency | the average number of times a person in the target audience is exposed to a message or an advertisement
🗑
|
||||
| Full-Service Agency | an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production
🗑
|
||||
| Gross Rating Points (GRPs) | a reference number used by advertisers that is obtained by multiplying reach (expressed as a percentage of the total market) by frequency
🗑
|
||||
| Infomercials | Program-length (30-minute) advertisements that take an educational approach to communication with potential customers
🗑
|
||||
| In-House Agencies | consist of the company's own advertising staff, who may provide full services or a limited range of services
🗑
|
||||
| Institutional Advertisements | advertisements designed to build goodwill or an image for an organization rather than promote a specific good or service
🗑
|
||||
| Limited-Service Agencies | advertising agencies that specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously unpurchased media space, or providing Internet services
🗑
|
||||
| Posttests | tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose
🗑
|
||||
| Pretests | tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement
🗑
|
||||
| Product Advertisements | advertisements that focus on selling a good or service and which take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder
🗑
|
||||
| Product Placement | a consumer sales promotion tool that uses a brand-name product in a movie, television show, video game, or a commercial for another product
🗑
|
||||
| Publicity Tools | methods of obtaining nonpersonal presentation of an organization, good, or service without direct cost, such as news releases, news conferences, and public service announcements
🗑
|
||||
| Rating | the percentage of households in a market that are tuned to a particular TV show or radio station
🗑
|
||||
| Reach | the number of different people or households exposed to an advertisement
🗑
|
||||
| Trade-Oriented Sales Promotion | sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers (also called trade promotions)
🗑
|
Review the information in the table. When you are ready to quiz yourself you can hide individual columns or the entire table. Then you can click on the empty cells to reveal the answer. Try to recall what will be displayed before clicking the empty cell.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
To hide a column, click on the column name.
To hide the entire table, click on the "Hide All" button.
You may also shuffle the rows of the table by clicking on the "Shuffle" button.
Or sort by any of the columns using the down arrow next to any column heading.
If you know all the data on any row, you can temporarily remove it by tapping the trash can to the right of the row.
Embed Code - If you would like this activity on your web page, copy the script below and paste it into your web page.
Normal Size Small Size show me how
Normal Size Small Size show me how
Created by:
Danielle0051
Popular Marketing sets