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37 Cards in this Set

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advertising
any paid form of nonpersonal communication about an organization, good, service, or an idea by a sponsor
product advertisement
tell people what a product is, what it can do, and where it can be found
3 forms of product advertisement
1.pioneering-new product
2.competitive-brand comparison
3.reminder-reinforce knowledge
institutional advertisements
build goodwill or an image for an organization rather than to promote specific porduct
4 forms for institutional ads
1.advocacy-advocate position on issue
2.pioneer-what org. is about
3.competitive-category of product
4.reminder-"were still here"
developing advertising program
-4
1.indentify the target audience
2.specify advertising objectives
3.advertising budget
4.designing the advertistement
1-common types of appeals
1.fear appeals
2.sex appeals
3.humor appeals
selecting the right media, 2 conflicting goals
1.maxamizing exposuer
2.minimizing cost
reach
number of different people or households exposed to an advertisement
rating
percentage of households in a market that are tuned to a particular tv or radio
frequency
average number of times a person in the target audience is exposed to a message or advertisement
gross ratings point
reach multipled by frequency
cost per thousand (crm)
cost of reaching 1000 individuals or houselholds with message
television
1.creative oppourtunites and flexible
2.wide reach
3.demograpchic selectivity
4.costly
radio
1.widespread
2.selective
3.no video
4.short lived
magazines
1.high graphic reproduction
2.demograpchic selectivity
3.long life
4.cost high
5.infrequent(monthly)
newspapers
1.geogprahic flex and rech potential
2.local medium
3.cost rising
4.declingng leadership
5.competition from online
internet
1.good visuals
2.interactivty
3.innovative
4.still evolving
outdoor media
1.roadsides/billboards
2.flexible/low cost
3.good reach and frequency
scheduling the advertising
1.continuous schedule
2.flighting schedule
3.pulse schedule
continuous schedule
seasonal factors are not important--runs steady throughout year
flighting schedule
scheduel b/t periods for seasonal demand
pulse schedule
flighting and continus combined
consumer oriented sales promotions
sales tools used to support a companys advertising and personal selling-->coupons,deals, sweepstakes,contests
deals
short term price reductions--increase trial among potential customers
premiums
merchandise offered for free or significant savings
contests
cusomters using whits...brawny man contest
sweepstakes
winning things by chance
loyalty programs
encourage and rewqard repeat purchases...freguent flyer
point of purchase displays
product displays that hold the product in high traffic areas like aisle
trade oriented sales promotions
support companies advertising to wholesalers, retailers, distributors
3 common trade oriented sales
1.allowances and discounts
2.cooperative advertising
3.training of distributors
allowances and discounts-3
1.merchandise allowance-reimbursing retailer for extra in store support(pic in paper)
2.case allowance-discount on each case ordered during time period
3.finance allowance-paying retailers for fiancing costs or losses during promotional period
cooperative advertising
manufac pays a percentage or retailers local advertising expense for advertising manufacs products
training of distributors salesforce
making manuals to educate the resellers salesforce
publicity tools
obtaining nonpersonal presentation of org., good, service without direct cost
4 publicity tools
1.new relase-change in product line
2.new conference-media reps invited
3.public service annoucentment-free airtime
4.celebrity spokesmen-high visibility spokesmen for company