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MKTG 250

Chapter 19

QuestionAnswer
What are the three form of product advertisements? pioneering, competitive, and reminder
are advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service. institutional advertisements
What are the three different types of messages appeals? fear appeals, sex appeals, humorous appeals
the means to communicate the messages advertising media
is the number of different people or households exposed to an advertisement reach
is a percentage of households in a market that are tuned to a particular TV show or radio station rating
is the average number of times a person in the target audience is exposed to a message or ad frequency
is the multiplying reach by frequency gross rating points
refers to the cost of reaching 1000 individuals or households with the advertising message in a given medium cost per thousand
What uses picture, print, sound, and motion for effect? TV - advantages
What is high cost to prepare and run ads, short exposure time and perishable message? TV - disadvantages
What is low cost; can target specific local audience; ads can be placed quickly? radio - advantage
What has a long life of ads? magazine
What are the different types of schedules? continuous, flighting, and pulse
steady, seasons not important continuous schedule
intermittent, reflects seasonal demand flighting schedule
burst, flighting and continuous, new product pulse schedule
What are the three different types of agencies? full service, limited service, in house
complete range of services full-service agency
contract for creative work limited-service agency
company's own staff in-house agency
what are short term things sales promotion
money off coupons
an offer deal
gift with purchase (mc d happy meal) premium
display in the grocery store isle that is prominent point of purchase displays
paying to have product in movie, video game, social media product placement
are methods of obtaining nonpersonal presentations of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements (PSA’s). publicity tools
Created by: ljbudde
 

 



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