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Chapter 19 MKTG 250
| Question | Answer |
|---|---|
| Advertising | Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor. |
| Product advertisements | Advertisements that focus on selling a product or service and which take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder. |
| Institutional advertisements | Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service. (budweiser brand commercial) |
| Steps in ad programs | identify target audience specifying the advertising objectives setting the advertising budgets |
| why is super bowl so importnatn` | because of the viewership and amount of views |
| ad appeals | fear appeals - scare you into buying it (life alert bracelets) sex appeals - a beautful person w/product humorous appeals - fun and exciting |
| media selection | who is the audience and what will reach that audience |
| Reach | The number of different people or households exposed to an advertisement. |
| Rating | The percentage of households in a market that are tuned to a particular TV show or radio station. |
| Frequency | The average number of times a person in the target audience is exposed to a message or an advertisement. |
| Gross rating points (GRP) | A reference number used by advertisers that is obtained by multiplying reach (expressed as a percentage of the total market) by frequency. |
| Cost per thousand (CPM) | The cost of reaching 1,000 individuals or households with the advertising message in a given medium (M is the Roman numeral for 1,000). |
| TV | +Picture print sound and motion for effect -short exposure time and perishable message (15-30 secs) |
| Radio | +can target specific local audiences -no visual element, short exposure time and perishable message |
| Magazines | +specific target audience with nieche material -long time in one place, long-life |
| Newspapers | +local markets -compete with other ads with short lifespan |
| Out-of-home | +big local market focus for touristy areas -traffic hazard, short message |
| Internet | +video and audio capabilities with animation to capture and ability to be interactive -common and complicated with search,display and payment |
| click fraud | unethical and actually happens |
| choosing how to advertise | habits of audience, how will it attract them, how complex is the message, timing, costs |
| Continuous | steady, seasons unimportant |
| flighting schedule | intermittent, reflects season |
| Pulse | burst, flighting, continuous |
| Full-service agency | complete range of services -content -testing -scheduling -higher these because you dont have the creativity or it is stagnant in ads (GOING MADISON AVE) |
| Limited-service agency | contract for creative work (one specific job) -social media -casting -billboard (dr. pepper fountain building campaign) |
| In-house agency | company's own staff -have the expertise and ability to do everything |
| Sales Promotion | designed for something short-term and draw customer to action |
| coupons | scanned at register small discount |
| deals | offer like BOGO "if you do this you get this" |
| premiums | gift with purchase - McDonalds happy meal-you buy the meal and get a free toy |
| point of purchase displays | display in grocery store or stack big boxes into a certain shape end of aisles displays and where you check out |
| product placements | paying to have products in movie, tv series, online media, blow-up of video games |
| Publicity Tools | Methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements (PSAs). - info that gets announced in press |
| Infomercials | program-length (30-minute) advertisements that take an educational approach to communication with potential customers. |
| Mobile Marketing | the broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device. |
| Pretest | 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. |
| Posttest | tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose. |
| Costumer-oriented sales promotion | consist of sales tools used to support a company’s advertising and personal selling directed to ultimate consumers. Also called consumer promotions. |
| 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. |
| Cooperative advertising | consists of advertising programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products. |
| Pioneering | informational)—tell people about the product (Ex: New Lucid car) |
| Competitive | persuasive)—persuade consumers to select this brand (Ex: Surface Pro vs. MacBook Pro). |
| Reminder | reinforce previous knowledge (Ex: Flowers ad). |
Created by:
agk236