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