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chap 19

exam 4

QuestionAnswer
advertising is any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.
Product advertisements are 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 are advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service
reach is the number of different people or households exposed to an advertisement
rating is the percentage of households in a market that are tuned to a particular TV show or radio station.
frequency is the average number of times a person in the target audience is exposed to a message or advertisement.
Gross rating points is multiplying reach by frequency.
Cost per thousand refers to the cost of reaching 1,000 individuals or households with the advertising message in a given medium.
publicity tools 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)
Created by: user-2024751
 

 



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