paid, non-personal promotion of a cause, idea, product or service by an identified sponsor attempting to inform, persuade or remind a particular target audience

promotional advertising

used to increase overall sales, directed at customers or business-to-business relationships; motivates customers to act

most inexpensive way to reach a mass audience

allows adds to be sent directly to a consumer

includes billboards and outdoor signage

found on all forms of public transportation

inexpensive and reaches a target audience by purchasing time on appropriate stations

involves placing a brand name product in a movie or TV show to be seen by viewers

psychographic segmentation

divides markets into groups based on personal values, lifestyle, personality characteristics and hobbies

consist of your most important targeted or segmented groups

include a second group of potential customers

specifies a target market on the basis of statistical information

percentage of customers within a specific target market who are exposed to an advertising message

average number of times a customer is exposed to a message

brand switch advertising

is designed to convince customers to switch brands

ad advantage of television advertising

can reach large numbers of people on a national or regional level in a short amount of time

specialty advertising

Advertising entails the use of imprinted logos on useful or decorative products such as: keychains, mugs, pens, notepad

Are exhibitions used to showcase a particular industry’s line of products and Include specialized booths or displays

refers to the cost per thousand impressions

will vary depending on the number of anticipated viewers and popularity of the program. Reach a mass audience

are the first productions of a advertisement, similar to a rough draft

advertising effectiveness

can be tracked based on number of impressions and return on investment

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Advertising

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institutional advertising (similar to PR)

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PDM Advertising Unit

Term	Definition
Advertising	paid, non-personal promotion of a cause, idea, product or service by an identified sponsor attempting to inform, persuade or remind a particular target audience
institutional advertising (similar to PR)	used to create a positive image for an entire company
promotional advertising	used to increase overall sales, directed at customers or business-to-business relationships; motivates customers to act
newspapers	most inexpensive way to reach a mass audience
direct mail	allows adds to be sent directly to a consumer
outdoor advertising	includes billboards and outdoor signage
transit advertising	found on all forms of public transportation
radio advertising	inexpensive and reaches a target audience by purchasing time on appropriate stations
product placement	involves placing a brand name product in a movie or TV show to be seen by viewers
psychographic segmentation	divides markets into groups based on personal values, lifestyle, personality characteristics and hobbies
primary markets	consist of your most important targeted or segmented groups
secondary markets	include a second group of potential customers
demographics	specifies a target market on the basis of statistical information
advertising reach	percentage of customers within a specific target market who are exposed to an advertising message
frequency	average number of times a customer is exposed to a message
brand switch advertising	is designed to convince customers to switch brands
ad advantage of television advertising	can reach large numbers of people on a national or regional level in a short amount of time
specialty advertising	Advertising entails the use of imprinted logos on useful or decorative products such as: keychains, mugs, pens, notepad
trade shows	Are exhibitions used to showcase a particular industry’s line of products and Include specialized booths or displays
advertising costs	refers to the cost per thousand impressions
television ad costs	will vary depending on the number of anticipated viewers and popularity of the program. Reach a mass audience
advertising proof	are the first productions of a advertisement, similar to a rough draft
advertising effectiveness	can be tracked based on number of impressions and return on investment

Created by: janice ritchey

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