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25 Cards in this Set
- Front
- Back
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Product Advertising-types-Primary
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"got milk"
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Product Advertising-types-Brand
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Pioneering-trying to make people aware of new product.
Competitive-trying to get a sale: direct and indirect. Reminder |
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Types of Advertising
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Product
Institutional-the company rather than one specific product. EG banks. Advocacy-Stop smoking. Comparative-between your product and a competitors. |
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Objectives of Advertising: List of 7
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1. Awareness of new products.
2. Positioning. 3. Obtain distribution-wholesalers and retailers. 4. Prepare for personal selling effort. 5. On going contract. 6. Gain immediate action. 7. Help confirm purchases and maintain relationship. |
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Ad Allowances
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Producer gives an intermediary or retailer a reduction in price for advertising their product.
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Cooperative Advertising
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Produce and retailer share the cost of advertising.
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Ad Council
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Nonprofit organization that produces public service announcements.
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Ad Messages
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Fear
Agony Humor Sex Abrasive Story line/slice of life Demonstration Comparative |
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Media selection factors
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Promotional objectives
Target market Available funds Nature of the media: reach, frequency, gross rating points, Impact,cost per thousand. Fit with the rest of the marketing mix |
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Media selection factors-Nature of the media.
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Reach-% of a market that is exposed to ad.
Frequency-average number of exposures. Gross Rating Points-Reach * Frequency. Impact-people remember them. Cost per thousand-cost of reaching 1000 people in your target market. |
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Television-Pro
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Impact-high
Mass coverage-can reach a lot of people Prestige Target-by channel, but obsolete on cable channels. |
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Television-Con
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Cost-high
High Mortality Fragmented- lots of channels |
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Newspapers-Pro
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Flexible-easy to change an ad.
Cost-cheep Intensive local coverage |
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Newspapers-Con
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Loss of prestige and circulation-used to be good but not any more.
High mortality Poor reproduction quality Unable to target Fragmented-lots of small town newspapers. |
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Radio-Pros
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Cost
Flexible and repetitive Targeted Captive audience |
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Radio-Cons
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Fragmented
High mortality Image No visual |
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Magazines-Pros
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Targeted
High quality reproduction Long life Multiple readers |
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Magazines-Cons
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Lack of Flexibility
Circulation declines Fragmented-so many types of magazines |
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Outdoor-Pros
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Frequency
24 hour ad Captive audience Cost |
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Outdoor-Cons
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Brevity
High Mortality Public Distaste Inability to Target |
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Direct mail-Pros
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Target
Intensive coverage Flexibility Few Distractions Hidden from competition |
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Direct Mail-Cons
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High cost per contact
Quality of mailing list Public distaste High mortality |
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Internet-Pros
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Targeted-message type
Involvement-message length |
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Internet-Cons
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Small audience
Effectiveness? High Mortality? |
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Sales promotions
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Directed to consumers, channel members, or employees.
Spending is increasing. Cross promotion. |
