Ch 19 Advertising, Pr, And Sales Promo

Front 1

types of ads

Back 1

product advertising-pioneerin, competitive, remidner
institutional ads-build goodwill or an image for an organization rather than promote a specific good or service

Front 2

6 steps in developing advertising program

Back 2

1) identify target audience
2)specify the advertising obj
3) set the advertising budget
4)design the advertisement
5)create the message
6)select teh media and schedule the advertising

Front 3

fear, sex, humor appeals

Back 3

fear-avoid negative experience through purchase
sex-product will increase attractiveness of user
humor-imply diredctly or subtly that the product is more fun or exciting than the competitors offerings

Front 4

basic terms of the media buyer

Back 4

reach
rating
frequency
gross rating points
cost per thousand

Front 5

continuous schedule

Back 5

when seasonal factors are unimportant, advertising is run at a continuous or steady schedule throughout the year

Front 6

flighting schedule

Back 6

periods of advertising are scheduledb between periods of no advertising to reflect seasonal demand

Front 7

pulse schedule

Back 7

a flighting schedule is combined with a continuous schedule because of increases in demand, heavy periods of promotion, or introduction of a new product.

Front 8

pretests vs posttests

Back 8

pretests- are conducted before the advertisements are placed in any medium
posttests-after it hqas been shown to the target audience to determine whether it accomplished its intended purpose

Front 9

sales promotion tools

Back 9

coupons, deals, premiums, contests, sweepstakes, samples, loyalty programs, point of purchase displays, rebates, product placement

Front 10

publicity tools

Back 10

are available to the public relations director. news conference, public service announcements.