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51 Cards in this Set

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ADVERTISING
ANY PAID FORM OF NONPERSONAL PRESENTATION & PROMOTION OF IDEAS, GOODS, OR SERVICES BY A SPONSOR
REMINDER ADVERTISING
IMPORTANT FOR MATURE PRODUCTS, KEEPS CONSUMERS THINKING ABOUT THE PRODUCT
EXECUTION STYLES
1.SLICE OF LIFE
2.LIFESTYLE
3.FANTASY
4.MOOD OR IMAGE
5.MUSICAL
6.PERSONALITY SYMBOL
7.TECHNICAL EXPERTISE
8.SCIENTIFIC EVIDENCE
9.TESTIMONIAL EVIDENCE OR ENDORSEMENT
MAJOR MEDIA TYPES
1.NEWSPAPERS
2.TELEVISION
3.DIRECT MAIL
4.RADIO
5.MAGAZINES
6.OUTDOOR
7.INTERNET
OPTIMIZERS
COMPUTER SOFTWARE APPLICATIONS THAT ALLOW MEDIA PLANNERS TO EVALUATE VAST COMBINATIONS OF TELEVISON PROGRAMS & PRICES
POINT-OF-PURCHASE (POP) PROMOTION
DISPLAY & DEMONSTRATION THAT TAKES PLACE AT THE POINT OF PURCHASE OR SALE
CONTEST
CALLS FOR CONSUMERS TO SUBMIT AN ENTRY TO BE JUDGED BY A PANEL THAT WILL SELECT THE BEST ENTRIES
PUSH MONEY
CASH OR GIFTS TO DEALERS TO "PUSH" THE MANUFACTURER'S GOODS
4 IMPORTANT DECISIONS WHEN DEVELOPING AN ADVERTISING PROGRAM
1.SETTING ADVERTISING OBJECTIVES
2.SETTING ADVERTISING BUDGETS
3.DEVELOPING ADVERTISING STRATEGY
4.EVALUATING ADVERTISING CAMPAIGNS
UNDIFFERENTIATED BRANDS
THOSE THAT CLOSELY RESEMBLE OTHER BRANDS IN THEIR PRODUCT CLASS
MEDIA VEHICLES
SPECIFIC MEDIA WITHIN EACH GENERAL MEDIA TYPE
ADVERTISING AGENCY
A MARKETING SERVICES FIRM THAT ASSISTS COMPANIES IN PLANNING, PREPARING, IMPLEMENTING, & EVALUATING ALL OR PORTIONS OF THEIR ADVERTISING PROGRAMS.
PREMIUM
GOOD OFFERED EITHER FREE OR AT LOW COST AS AN INCENTIVE TO BUY A PRODUCT
SWEEPSTAKES
CALLS FOR CONSUMERS TO SUBMIT THEIR NAMES FOR A DRAWING
SALES CONTEST
CONTEST FOR SALESPEOPLE OR DEALERS TO MOTIVATE THEM TO INCREASE THEIR SALES PERFORMANCE OVER A GIVEN PERIOD
ADVERTISING OBJECTIVE
A SPECIFIC COMMUNICATION TASK TO BE ACCOMPLISHED WITH A SPECIFIC TARGET AUDIENCE DURING A SPECIFIC PERIOD OF TIME
2 MAJOR ELEMENTS OF ADVERTISING STRATEGY
1.CREATING ADVERTISING MESSAGES
2.SELECTING ADVERTISING MEDIA
COPY
THE MAIN BLOCK OF TEXT IN THE AD
MEDIA IMPACT
THE QUALITATIVE VALUE OF A MESSAGE EXPOSURE THROUGH A GIVEN MEDIUM
4 AGENCY DEPARTMENTS
1.CREATIVE
2.MEDIA
3.RESEARCH
4.BUSINESS
PRICE PACK (CENTS-OFF DEAL)
REDUCED PRICE THAT IS MARKED BY THE PRODUCER DIRECTLY ON THE LABEL OR PACKAGE
ADVERTISING SPECIALTY
USEFUL ARTICLE IMPRINTED WITH AN ADVERTISER'S NAME, GIVEN AS A GIFT TO CONSUMERS
CONTESTS, SWEEPSTAKES, GAMES
PROMOTIONAL EVENTS THAT GIVE CONSUMERS THE CHANCE TO WIN SOMETHING
GAMES
PRESENTS CONSUMERS WITH SOMETHING EVERY TIME THEY BUY, WHICH MAY OR MAY NOT HELP THEM WIN A PRIZE
PUBLIC RELATIONS
BUILDING GOOD RELATIONS WITH THE COMPANY'S PUBLICS BY OBTAINING FAVORABLE PUBLICITY, BUILDING UP A GOOD CORPORATE IMAGE, & HANDLING UNFAVORABLE RUMORS, STORIES, & EVENTS
MAIN CONSUMER PROMOTION TOOLS
1.SAMPLES
2.COUPONS
3.CASH REFUNDS
4.PRICE PACKS
5.PREMIUMS
6.ADVERTISING SPECIALTIES
7.PATRONAGE REWARDS
8.POINT-OF-PURCHASE DISPLAYS & DEMONSTRATIONS
9.CONTESTS, SWEEPSTAKES, & GAMES
CLASSIFICATIONS OF ADVERTISING OBJECTIVES (PURPOSES)
1.INFORM
2.PERSUADE
3.REMIND
MAJOR STEPS IN MEDIA SELECTION
1.DECIDING ON REACH, FREQUENCY, & IMPACT
2.CHOOSING AMONG MAJOR MEDIA TYPES
3.SELECTING SPECIFIC MEDIA VEHICLES
4.DECIDING ON MEDIA TIMING
SALES PROMOTION
SHORT-TERM INCENTIVES TO ENCOURAGE THE SALE OF A PRODUCT OR SERVICE
PATRONAGE REWARD
CASH OR OTHER AWARD FOR THE REGULAR USE OF A CERTAIN COMPANY'S PRODUCTS OR SERVICES
ALLOWANCE
PROMOTIONAL MONEY PAID BY MANUFACTURERS TO RETAILERS IN RETURN FOR AN AGREEMENT TO FEATURE THE MANUFACTURER'S PRODUCTS IN SOME WAY
FUNCTIONS OF PUBLIC RELATIONS DEPARTMENTS
1.PRESS RELATIONS OR PRESS AGENTRY
2.PRODUCT PUBLICITY
3.PUBLIC AFFAIRS
4.LOBBYING
5.INVESTOR RELATIONS
6.DEVELOPMENT
INFORMATIVE ADVERTISING
USED WHEN INTRODUCING A NEW PRODUCT CATEGORY, OBJECTIVE IS TO BUILD PRIMARY DEMAND
MESSAGE STRATEGY STEPS
1.PLAN A MESSAGE STRATEGY
2.DEVELOP A COMPELLING CREATIVE CONCEPT ("BIG IDEA")
REACH
THE PERCENTAGE OF PEOPLE IN THE TARGET MARKET WHO ARE EXPOSED TO THE AD CAMPAIGN DURING A GIVEN PERIOD OF TIME
SELECTING MEDIA VEHICLES
1.THE PLANNER SHOULD BALANCE COSTS AGAINST THE MEDIA VEHICLE'S AUDIENCE QUALITY
2.THE MEDIA PLANNER SHOULD CONSIDER AUDIENCE ATTENTION
3.THE PLANNER SHOULD ASSESS THE VEHICLE'S EDITORIAL QUALITY
SALES PROMOTION TARGETS
1.FINAL BUYERS (CONSUMER PROMOTIONS)
2.BUSINESS CUSTOMERS (BUSINESS PROMOTIONS)
3.RETAILERS & WHOLESALERS (TRADE PROMOTIONS)
4.MEMBERS OF THE SALES FORCE (SALES FORCE PROMOTIONS)
ADVERTISING ALLOWANCE
COMPENSATES RETAILERS FOR ADVERTISING THE PRODUCT
TOOLS OF PUBLIC RELATIONS PROFESSIONALS
1.NEWS
2.SPEECHES
3.SPECIAL EVENTS
4.WRITTEN MATERIALS
5.AUDIOVISUAL MATERIALS
6.CORPORATE IDENTITY MATERIALS
7.PUBLIC SERVICE ACTIVITIES
PERSUASIVE ADVERTISING
BECOMES IMPORTANT AS COMPETITION INCREASES, THE COMPANY'S OBJECTIVE IS TO BUILD SELECTIVE DEMAND
CONTINUITY
SCHEDULING ADS EVENLY WITHIN A GIVEN PERIOD
SAMPLE
A SMALL AMOUNT OF A PRODUCT OFFERED TO CONSUMERS FOR TRIAL
DISCOUNT
A STRAIGHT REDUCTION IN PRICE ON PURCHASES DURING A STATED PERIOD OF TIME
DISPLAY ALLOWANCE
COMPENSATES RETAILERS FOR USING SPECIAL DISPLAYS
COMPARATIVE ADVERTISING
WHERE A COMPANY COMPARES ITS BRAND WITH OTHER BRANDS
3 CHARACTERISTICS OF ADVERTISING APPEALS
1.MEANINGFUL
2.BELIEVABLE
3.DISTINCTIVE
FREQUENCY
A MEASURE OF HOW MANY TIMES THE AVERAGE PERSON IN THE TARGET MARKET IS EXPOSED TO THE MESSAGE
PULSING
SCHEDULING ADS UNEVENLY OVER A GIVEN TIME PERIOD
COUPON
CERTIFICATE THAT GIVES BUYERS A SAVING WHEN THEY PURCHASE A SPECIFIED PRODUCT
CASH REFUND OFFER (REBATE)
OFFER TO REFUND PART OF THE PURCHASE PRICE OF A PRODUCT TO CONSUMERS WHO SEND A "PROOF OF PURCHASE" TO THE MANUFACTURER
FREE GOODS
EXTRA CASES OF MERCHANDISE OFFERED TO RESELLERS WHO BUY A CERTAIN QUANTITY OR WHO FEATURE A CERTAIN FLAVOR OR SIZE