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MKTG 250 Chapter 19

QuestionAnswer
Types of Ads pioneering (tell people about the product) competitive (persuade consumers to select this brand) reminder (reinforce previous knowledge)
Ad Appeals fear, sex, humorous
Advertising Media the means to communicate the message
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 advertisement
GRP multiplying reach by frequency.
CRM the cost of reaching 1,000 individuals or households with the advertising message in a given medium
Media Alternatives Maximize exposure and minimize costs televison, radio, magazine, newspapers, directories, internet, out of home, direct mail
Advertising Schedules continuous/steady - steady, seasons not important flighting/intermittent- intermittent, reflects seasonal demand pulse/burst - burst, flighting and continuous, new product
Types of Ad Agencies full service, limited servic, in-house
Sales Promotions sales tools used to support a company’s advertising and personal selling directed to ultimate consumers
News Release company announcement
News Conference informational meeting
PSA free space from media
Created by: user-2023011
 

 



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