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13 Cards in this Set

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different types of mediums of advertising
radio
TV
internet
outdoors - billboards, transit advertising
yelllow pages
magazines
place-based media
newspapers
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
3 types of schedules for adveritsing and how often r they done?
1- continuous(steady) schedule- done all the time
2- flighting(intermitten) schedule- done seasonally to reflect demand
3- pulse(burst) schedule- continuous + flighting
buyer turnover
frequency w/ which new buyers enter a market to buy the product
posttest and its purpose
test given to target audience after they have already been exposed to an advertisement
to determine if the ad accoplished its purpose
was the diff b/t aided and unaided recall posttests
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?"
pretests & types of
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
diff kinds of sales promotions
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
diff b/t consumer & trade sales promotions
sales tools used to promote the company's personal selling & advertising to
consumer: the ultimate customer
trade: the middlemen(wholesalers, retailer, distributors)
cooperative advertising
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
3 types of allowances offered by manufacturers in trade promotions
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
two ways to increase that increase the performance of promotions
1- emphasizing long-term relationships
2- increasing self-regulation
publicity tools & examples of
nonpersonal way of presenting an organ, good or service w/o direct costs
examples:
news conference
news release
public service announcements