PDM Advertising Unit
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| Advertising | paid, non-personal promotion of a cause, idea, product or service by an identified sponsor attempting to inform, persuade or remind a particular target
audience
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| institutional advertising (similar to PR) | used to create a positive image for an entire company
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| promotional advertising | used to increase overall sales, directed at customers or business-to-business
relationships; motivates customers to act
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| newspapers | most inexpensive way to reach a mass audience
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| direct mail | allows adds to be sent directly to a consumer
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| outdoor advertising | includes billboards and outdoor signage
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| transit advertising | found on all forms of public transportation
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| radio advertising | inexpensive and reaches a target audience by purchasing time on appropriate
stations
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| product placement | involves placing a brand name product in a movie or TV show to be seen by
viewers
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| psychographic segmentation | divides markets into groups based on personal values, lifestyle, personality
characteristics and hobbies
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| primary markets | consist of your most important targeted or segmented groups
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| secondary markets | include a second group of potential customers
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| demographics | specifies a target market on the basis of statistical information
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| advertising reach | percentage of customers within a specific target market who are exposed to an
advertising message
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| frequency | average number of times a customer is exposed to a message
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| brand switch advertising | is designed to convince customers to switch
brands
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| ad advantage of television advertising | can reach large numbers of people on a national
or regional level in a short amount of time
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| specialty advertising | Advertising entails the use of imprinted
logos on useful or decorative products
such as: keychains, mugs, pens, notepad
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| trade shows | Are exhibitions used to showcase a
particular industry’s line of products and Include specialized booths or displays
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| advertising costs | refers to the cost per thousand impressions
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| television ad costs | will vary depending on the number of anticipated viewers and popularity of the program. Reach a mass audience
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| advertising proof | are the first productions of a advertisement, similar to a rough draft
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| advertising effectiveness | can be tracked based on number of impressions and return on investment
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Created by:
janice ritchey