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MKTG 250 Ch. 19

Vocab

QuestionAnswer
Advertising 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.
Ad Appeals: Fear avoid negative experiences.
Ad Appeals: Sex increase attractiveness.
Ad Appeals: Humorous fun and exciting.
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.
Gross rating points (GRP) multiplying reach by frequency.
Cost per thousand (CPM) refers to the cost of reaching 1,000 individual or households with the advertising message in a given medium.
Continuous schedule Steady, seasons not important.
Flighting schedule Intermittent, reflects seasonal demand.
Pulse schedule Burst, flighting and continuous, new product.
Full-service agency Complete range of services
Limited-service agency Contract for creative work.
In-house agency Company’s own staff.
Sales promotions ex Coupons, Deals, Premiums, Point of Purchase displays, Product placements
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 (PSAs).
News release Company announcement
News conference Informational meeting
Public service announcement (PSA) Free space from media.
Created by: dom23uriarte
 

 



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