Bmgt350 Ch19 Vocab

Front 1

pioneering ads

Back 1

intro stage; tell what a product is, what it can do, and where it can be found; inform the target market. interesting,convincing, and effective

Front 2

comparative ads

Back 2

promotes a specific brand's feautres and benefits; persuade target markte to select over competitor

Front 3

reminder ads

Back 3

reinforce previous knowledge of a product; mature phase

Front 4

reinforcement ads

Back 4

assure current users they made the right choice

Front 5

advocacy ads

Back 5

state position of a company on an issue

Front 6

pioneering institutional ads

Back 6

announce what a company is, can do, and where located

Front 7

competitive institutional ads

Back 7

promote advantages of one product class over another and are used in mkts where diff product CLASSES compete for same buyers (Milk)

Front 8

reminder institutional ads

Back 8

bring company's name to the attention of the target mkt again

Front 9

fear appeals

Back 9

avoid some negative experience through the purchase and use of a p/serivce, a change in behavior, or a reduction in the use of the product

Front 10

sex appeals

Back 10

product will increase attractiveness of the user; can distract audience from purpose of ad

Front 11

humorous appeals

Back 11

imply that the product is more fun/exciting then competitor's. tends to wear out quickly, eventually boring consumer

Front 12

reach

Back 12

# diff pple/households exposed to ad

Front 13

rating

Back 13

% of households in a mkt that tune in

Front 14

frequency

Back 14

avg # of times a person in the target audience is exposed to a message or ad

Front 15

gross rating points (GRPs)

Back 15

reach times frequency

Front 16

cost per thousand (CPM)

Back 16

cost of reaching 1000 indiv with the ad message in a given medium

Front 17

TV

Back 17

+: reaches large audiences; uses print, picture,sound and motion; target specific audiences
-:$$$; short exposure time, difficult to convey complex info

Front 18

Radio

Back 18

+: low cost; target spec aud; placed quickly; use sound, humor intimacy
-: no visual element; short exposure; diff to convey complex info

Front 19

Magazines

Back 19

+: target spec aud, long life, high qual color, long life; convey complex info
-: long time to place; rel high cost; competes for attention w/features

Front 20

Newspapers

Back 20

+: good coverage of local mkts; places and changed fast; quick response; low cost
-: compete w/features; short life; poor color

Front 21

Yellow pages

Back 21

+: coverage of geographic seg; long use; avail247
-: lots of diretories; diff to keep up to date

Front 22

Internet

Back 22

+: video and audio; animation; interactive ads w/links
-: time to load; effectiveness uncertain

Front 23

outdoor

Back 23

+: low cost; local mkt; high visibility; opp for repeated exposure
-: short message; low aud selection; traffic hazard

Front 24

direct mail

Back 24

+: high selectivity; complex info and personalized messages; high quality graphics
-: high cost per contact; poor image

Front 25

buyer turnover

Back 25

how often new buyers enter the mkt; higher the turnover, greater amt of ad req

Front 26

purchase freq

Back 26

more freq product is purchased, the less repetition is req

Front 27

forgetting rate

Back 27

speed with which buyers forget the brand if ad is not seen

Front 28

continuous schedule

Back 28

seasonal factors unimportant

Front 29

flighting (intermittent) schedules

Back 29

pds of ad scheduled btwn pds of none

Front 30

pulse (burst) ad

Back 30

combo of flighting and cont b/c of increases in demand, heavy pds of promotion, or intro of a new product

Front 31

pretests

Back 31

conducted b4 ads are placed in any medium

Front 32

portfolio tests

Back 32

test copy alternatives

Front 33

jury test

Back 33

show ad copy to a panel of consumers and have them rate how they liked it, how much it drew their attention, and how attractive they thought it was

Front 34

theater tests

Back 34

watch tv show/movie

Front 35

full-service agency

Back 35

research, selects media, develops copy, and produces artwork; also coordinates integrated campaigns w/all marketing efforts

Front 36

limited service agency

Back 36

specializes in one aspect of creative process; usually provides creative production work; buys prev unpurchased media space

Front 37

in house agency

Back 37

range of services depending on company needs

Front 38

posttests

Back 38

det whether ad has accomplished its intended purpose

Front 39

aided recall/recognition readership

Back 39

after being shown an ad, asked whetehr prev exposure was through reading, viewing, or listening
noted, seen-assoc, and read most

Front 40

consumer oriented sales promotions

Back 40

sales tools used to support a company's ads and personal selling: coupons, deals, premiums, contests, sweepstakes, samples, loyalty programs, point of purchase displays, rebates, product placement

Front 41

trade oriented sales promotions

Back 41

sales tools used to support a company's advertising and personal selling directed to wholesalers, retailers, or distributors

Front 42

allowances and discounts

Back 42

merchandise allowance - reimburse retailer for extra in store support or special featuring
case allowance - buy 10 get 1 free
finance allowance - paying retailers for fin costs/losses assoc w/sales promos

Front 43

cooperative ad

Back 43

manufacturer pays % of retailer's local ad expense for ad the manufacturer's products

Front 44

self-regulation

Back 44

impose standards that: facilitate development of new promo methods, min, regualtory constraints and restrictions, and help consumers gain confidence in the comm efforts used to influence their purchases