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22 Cards in this Set
- Front
- Back
- 3rd side (hint)
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Product Advertisement & 3 forms
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Advertisement focused on selling a good or service.
1. Pioneering (Informational) 2. Competitive (Persuasive) 3. Reminder |
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Institutional Advertisements
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Advertisements designed to build goodwill or an image for an organization, rather than promote a specific good or service.
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Message Appeals
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Fear - consumer can avoid some negative experience
Sex - will increase consumer attractiveness. Humorous - will be more fun or exciting than competitors'. Emotional - product will provide user with happiness. |
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-Adverting Scheduling-
Continuous (Steady) Schedule |
When seasonal factors are unimportant, advertising is run at a continous or steady schedule throughout the year.
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-Advertising Scheduling-
Flighting (Intermittent) Schedule |
Periods of advertising are scheduled between periods of no advertising to refelect seasonal demand.
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-Advertising Scheduling-
Pulse (burst) schedule |
Combination of continuous and flighting schedule because of increases in demand, heavy periods of promotion, or introduction of a new product.
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Consumer-oriented sales promotions
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Sales tools, such as coupons, sweepstakes, and smaples, used to support a company's advertising and personal selling efforts directed to ultimate consumers.
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Consumer-Oriented Sales Promotion Tools
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Coupons
Deals Premiums Contests Sweepstakes Samples Loyalty Programs Point-of-Purchase Displays Rebates Product Placement |
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-C-O Sales Promotion Tools-
Product Placement |
Using a brand-name product in a movie, television show, video, or commercial for another product.
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Trade-oriented sales promotions
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Sales tools used to support a company's advertising and personal selling efforts directed to wholesalers, distributors, or retailers.
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Trade-oriented sales promotion tools
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-Allowances and Discounts
-Cooperative advertising -Training of Distributor's salesforces |
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-T-O Sales Promotion Tools-
Cooperative advertising |
Advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
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Target commercials with specific products
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-Public Relations-
Publicity Tools |
Methods of obtaining nonpersonal presentation of an organization, good, or service without direct cost.
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-Public Relations-
Types of Publicity Tools |
>News release - announcement regarding changes in the company or product line.
>News conference - media invited to an informational meeting and advance materials regarding the content are sent. >Public Service Announcement - Free space or time donated by the media. Nonprofit organizations use these. |
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-Media Selection-
Reach |
the number of different people or households exposed to an advertisement (expressed as a percentage of the total market). Advertisers try to maximize reach at the lowest cost.
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-Media Selection-
Frequency |
The average number of times a person in the target audience is exposed to a message or advertisement.
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Media Selection-
Gross Rating Points (GRPs) |
GRP = Reach x Frequency
To obtain the appropriate number of GRPs to achieve a campaign's objectives, the media planner must balance reach and frequency. This balance is also affected by cost. |
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Cost per thousand (CPM)
M = roman numeral for 1000 |
The cost of reaching 1,000 individuals or households with the advertising message in a given medium.
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Infomercials
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Program-length (30 minute) advertisements that take an educational approach to communication with potential customers.
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-Product Advertisements-
Pioneering (Information) |
Used in the introductory stage of the product life cycle to tell people what a product is, what it can do, and where it can be found.
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-Product Advertisements-
-Competitive- Comparative Advertising |
Shows one brand's srengths relative to those of competitors.
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-Product Advertisements-
-Reminder- Reinforcement Advertising |
Used to assure current users they made the right choice.
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