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15 Cards in this Set
- Front
- Back
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B2B advertising (4)
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-trade-resell goods & services to consumers
-industrial-purchase business machinery used to make goods or services -Professional- licensed practitioners -Agricultural |
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B2B focus on ______
While Consumer ad focuses on______ |
Readership
Paid Circulation |
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PURPOSE OF THE AD (2)
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Primary- promote a product category (e.g., higher education).
vs. Selective ads promote a brand (e.g., Purdue) |
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TIME FRAME OF THE AD CAMPAIGN
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Direct-action ads include price and coupons to encourage quick sales
vs. Indirect ads promote consumer awareness and brand image (e.g., automobile manufacturers). |
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Consumer advertising requires the coordination of:
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advertisers
advertising agencies media vehicles |
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Three major categories of advertising agencies
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full service
media-buying services creative boutiques |
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Ad Eras
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Pre Marketing
Mass Comm Research Interactive |
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Ad dollars are flowing to_________
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the Internet.
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Advertisers evaluate the effectiveness of mass media in four principal ways.
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Reach
Frequency Selectivity Efficiency |
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Advertising goals are measured in terms of__________
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communication effectiveness.
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A closer look at B-2-B advertising
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- $6 of $10 purchase insertions (ads) in business publications.
-audience is much smaller -Business ads- rational appeals, compared with emotional appeals in consumer advertising. -provide more detailed, technical info |
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___of TV viewers mute during commercials or skip them altogether.
___ DVR owners purchased the devices in order to avoid commercials. |
2/3
8/10 |
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Research suggests that people who watch TV shows online are:
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25% more involved in viewing
47% more likely to find ads useful |
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“subliminal advertising”
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Individual differences: No single definition of subliminal exists because individuals vary in their abilities to perceive rapidly presented images.
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“smart ads”
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Small cameras embedded in a video screen at a mall or store can now accurately determine gender 85% of the time.
Use: The same video screen might display an ad for cosmetics when detecting a female viewer, and a display for razors when detecting a male viewer. Perspective: Erosion of privacy? The system’s manufacturers insist that nothing is stored and no identifying information is linked with who is watching ads. |
