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37 Cards in this Set
- Front
- Back
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Advertising
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Nonpersonal communication (paid for by an identified sponsor) that uses mass media to persuade or inform the targeted audience
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Product advertising
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Focuses on a specific good or service
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Institutional advertising
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Promotes the activities, personality, or point of view of an organization or company
Public service announcements (PSA) Advocacy advertising |
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Retail and local advertising
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Encourages customers to shop at a specific store or use a local service
Ad copy discusses store hours, locations, sales, and featured products |
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Do-it-yourself advertising
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“Generation C” phenomenon: consumer-generated ad content on the Web
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6 Steps to Develop an Advertising Campaign
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Step 1: Understand the target audience
Step 2: Establish message and budget objectives Step 3: Create the ads Step 4: Pretest what the ads will say Step 5: Choose the media type(s) and media schedule Step 6: Evaluate the advertising |
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Creative strategy
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The process that turns a concept into an advertisement
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Advertising appeal
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The central idea of the advertisement
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Types of Advertising Appeals
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the unique selling proposition (USP)
Comparative advertising Demonstration Testimonial Slice of life Lifestyle Fear appeals Sex appeals Humorous appeals Slogans, jingles, and music |
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Pretesting
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Research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media
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Media planning
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The process of developing media objectives, strategies, and tactics
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Aperture
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The best place and time to reach the target market
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5 traditional advertising methods
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Television
Radio Newspapers Magazines Directories |
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5 internet advertising methods
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Banners
Buttons Pop-up ads Search engine and directory listings E-mail (Spamming, permission marketing) |
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5 indirect forms of advertising
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Directories
Branded entertainment Out-of-home media Advergaming Place-based media |
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Media schedule
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Specifies exact media to use and when to use it
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Advertising exposure
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Defines degree to which the target market will see an ad message in specific vehicles
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Impressions
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Measures number of people exposed to a message in one or more vehicles
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Reach
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Measures percentage of target market exposed to media vehicle
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Frequency
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Measures average number of times a person in the target group will be exposed to the message
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Gross rating points (GRPs
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Reach multiplied by frequency
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Cost per thousand (CPM
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The cost to deliver a message to 1,000 people
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3 Typical advertising patterns
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Continuous schedule
Pulsing schedule Flighting schedule |
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Continuous schedule
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Steady stream of advertising throughout year
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Pulsing schedule
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Varies the amount of advertising based on when the product is likely to be demanded
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Flighting schedule
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Advertising in short, intense bursts, alternated with periods in which no advertising is done
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Posttesting
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Research on consumers’ responses to advertising they have seen or heard
Unaided recall Aided recall Attitudinal measures |
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Sales promotions
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Programs designed to build interest in or encourage purchase of a product during a specified period of time
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Price-based consumer sales promotion
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Coupons
Price deals, refunds, and rebates Frequency (loyalty/continuity) programs Special/bonus packs |
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Attention-getting consumer promotions
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Contests and sweepstakes
Contests are based on skill Sweepstakes are based on chance Premiums Sampling The premiere technique for generating new product trial |
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Public relations
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Communication function that seeks to build good relationships with an organization’s publics
Publics include consumers, stockholders, legislators, and other firm stakeholders. Basic rule of good PR, “Do something good, then talk about it” |
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typical Public relations objectives
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Introducing new products to manufacturers
Introducing new products to consumers Influencing government legislation Enhancing the image of a firm Enhancing image of a city, region, or country Calling attention to a firm’s involvement with the community |
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5 Multistep process includes
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Situation analysis
A statement of objectives Specification of publics, communicated messages, and specific program elements Timetable and budget Discussion of program evaluation plan |
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Public Relations Activities
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Press releases (various forms)
Internal PR Investor relations Lobbying Speech writing Corporate identity Media relations Sponsorships Special events Advice and counsel |
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Advertising campaign
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A coordinated, comprehensive plan that carries out promotion objectives and results in a series of ads placed in media over a period of time
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Full-service agencies
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Account management
Creative services Research and marketing services Media planning |
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5 Ethical criticisms of advertising
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Advertising is manipulative
Advertising is deceptive and untruthful Advertising is offensive and in bad taste Advertising creates and perpetuates stereotypes Advertising causes people to buy things that they don’t really need |
