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Ad&Sales exam guide
Advertising & Sales Final exam study guide.
| Term | Definition |
|---|---|
| Blogs | are simple, reverse-chronological order webs pages that are typically opinionated. - Can allow customers to hear the voice of a brand and learn more about it. |
| Cinema advertising | advertising in movie theaters - includes on screen advertising in movie theaters, such as commercials airing in advance of movie previews and the feature presentation, as well as lobby-based videos, sampling, special events, and concession based promos |
| Five M's (Markets) | Various targets of a media planner |
| Five M's (Money) | how much to budget and where to allocate it |
| Five M's (Media) | communications vehicles available to marketer |
| Five M's (Mechanics) | dealing creatively w the available ad media options |
| Five M's (Methodology) | overall strat of selecting and scheduling media vehicles |
| Recruitment ads | advertising found in the classified sections of daily newspapers or in online job boards, aimed at attracting employment applications. |
| Transit ads | out-of-home medium that includes bus & taxi ad as well as transit shelter, terminals, & subways. - Cost effective way for mkts to reach big audience - Pop w local advertisers |
| Pros & Cons of transit ads | Pros: dig vehicles, long exposure, repetitive value, eagerly read messages, low cost, creative flexibility, need satisfying, & environmentally sensitive. Cons: status, crowded environ, limited selectivity, clutter, location, and creative restrictions. |
| Digital signs | display text and graphic messages similar to the big screens in sports stadiums. - easily & quickly updated |
| Role of sales promo | in mkt strat is it can be used anywhere in the mkt channel (manufact to wholesaler). Provides incentives to purchase or take an action. Third role is to shift inventory or change the timing of a cust. purchasing. |
| Sales letters | typeset and printed or computer-generated ads mailed to consumers. |
| Social media | represents a diff opp than traditional web pages. - ad use sm to engage w consumers - info collected from social media helps marketers understand the gen attitude towards their brands in the mkt - sm fosters interactions that go beyond promo or ad |
| Direct mail | all forms of ad sent directly to prospective customers w/out using one of the commercial media forms. - used by for profit biz, charities, and pol campaigns - Targets ad best prospects based on geo, demo, purchasing behavior, or expressed interest |
| Digital ads | websites, microsite, landing page |
| Planning | Media planning: conceiving, analyzing, and selecting channels of communication that will direct advertising messages to the right ppl in the right place at the right time. |
| Coupons | certificate with a stated value that is presented to a retail store for price reduction on a specified item. - more coupons being issued today due to dig tech |
| Contests | prizes offered based on the skill of the entratns. |
| Syndication | sale of prgs on a station-by-station, market-by-market basis: often a more efficient way of financing and distributing prgs, as the networks are cut out of the transaction. |
| Personal selling advantages | personal and persuasive, facilities instant feedback, flexibility to adjust the presentation, flexibility in time, helps in distribution of new products, and good for high-price items. |
| Personal selling disadvantages | labor-intensive and costly, time consuming, poor rep/perception, requires highly-trained salespeople with the right personality attributes. |
| Types of personal selling | selling to other biz, selling to retailers, and selling to consumers. - Personal selling: interpersonal com process by which a seller ascertains and satisfies the needs of a buyer. |
| Sweepstakes | prizes offered based on chance of drawing entrant's names. |
| Modern dig coupons | a coupon distributed at the point of purchase, based on customer info stored in an electronic database. |
| Billboards | are out of home advertising (OOH) |
| Mobile billboards | cross between traditional billboards and transit advertising; some specially designed flatbed trucks carry long billboards up and down busy thoroughfares. |
| Digital billboards | are a time sensitive and flexible form of outdoor advertising. |
| Trade shows | Exhibitions where manufacturers, dealers, and buyers get together for product demonstrations and discussions. |
| Booths | major factor in sales promo plans; must be simple, attractive, and have good lighting and large visuals. |
| Exhibits | displays that tell about an organization or its products |
| Packaging | the container for a product, encompassing the physical appearance of the container including its design, color, shape, labeling, and materials used. |
| Packaging functions | creates relationships with customers, influences in-store shopping decisions, sets the product apart from competitors, and informs customers of features and benefits. |
| Co-op advertising | sharing of advertising costs by the manufacturer and the distributor or retailer. |
| Advertising allowances | %'s of gross purchases or a flat fee paid to the retailer for advertising the manufacturer's product. |
| Sampling | offers consumers a free trial of a product, hoping to convert them to habitual use. |
| Premiums | relatively valuable promo items that are given as an incentive for a specific action, such as witnessing a demonstration. |
| The audience | total number of ppl or households exposed to a vehicle, content of the vehicle determines the audience. |
| Catalogs | reference books mailed to prospective customers that list, describe, and often picture products sold by a manufacturer, wholesaler, jobber, or retailer. |
Created by:
sadiesamson