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13 Cards in this Set
- Front
- Back
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different types of mediums of advertising
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radio
TV internet outdoors - billboards, transit advertising yelllow pages magazines place-based media newspapers |
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define these basic avertiser language terms:
reach frequency gross rating points (GRP) rating cost per thousand (CPM) |
reach- # of diff people that heard ur message
frequency- avg # of times person in target audience is exposed to ur message GRPs- reach * frequency rating- % of households in a market that r tuned into ur message CPM- how much $ it took to reach a 1000 individuals/HH in a given medium |
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3 types of schedules for adveritsing and how often r they done?
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1- continuous(steady) schedule- done all the time
2- flighting(intermitten) schedule- done seasonally to reflect demand 3- pulse(burst) schedule- continuous + flighting |
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buyer turnover
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frequency w/ which new buyers enter a market to buy the product
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posttest and its purpose
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test given to target audience after they have already been exposed to an advertisement
to determine if the ad accoplished its purpose |
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was the diff b/t aided and unaided recall posttests
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aided tests show the exposed as to consumers and ask whether they remember, actually read it, how much they read and...
unaided tests basically just ask "what ads do u remember seeing?" |
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pretests & types of
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tests thatre conducted b4 the ads r placed in any medium to determine whether it communicates the intended message
types: portfolio- comparing competition theater jury- panel rates |
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diff kinds of sales promotions
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samples
reabtes sweepstakes coupons product placement- placement of a product in a movie, TV show, commercial, etc. deals premiums contests loyalty programs point-of-purchase displays |
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diff b/t consumer & trade sales promotions
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sales tools used to promote the company's personal selling & advertising to
consumer: the ultimate customer trade: the middlemen(wholesalers, retailer, distributors) |
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cooperative advertising
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agreement b/t the manufacturer & the retailer in which the manufacturer agrees to pay part of the retailers' ad costs if they promote the manuf product
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3 types of allowances offered by manufacturers in trade promotions
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1- financial- $$ given back from promoting a unsuccessfuil product which produced losses
2- merchandise- discounts from special featuring of the brand or xtra help 3- case- discount on bulk purchases |
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two ways to increase that increase the performance of promotions
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1- emphasizing long-term relationships
2- increasing self-regulation |
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publicity tools & examples of
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nonpersonal way of presenting an organ, good or service w/o direct costs
examples: news conference news release public service announcements |
