Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
11 Cards in this Set
- Front
- Back
|
2 Types of Advertisements
|
1.) Product Advertisements
2.) Institutional Advertisements |
|
|
3 Types of Product Advertisements
|
1.) Pioneering – tell people what a product is, what it can do, and where it can be found
2.) Competitive – persuade the target market to select the firms brand rather than that of a competitor. An increasing kind of competitive ad is a comparative ad. 3.) Reminder – used to reinforce previous knowledge of a |
|
|
4 Types of Institutional Advertisements
|
1.) Advocacy – state the position of a company on an issue
2.) Pioneering institutional – used to tell what the company is, what it can do, where it is located 3.) Competitive institutional – promote the advantages of one product class over another, and are used in markets where different products classes compete for the same buyers 4.) Reminder institutional – simply brings the company’s name to the attention of the target market again |
|
|
6 Steps in developing advertising program
|
1.) Identify the Target Audience
2.) Specifying advertising objectives 3.) Setting the advertising budget 4.) Designing the advertisement 5.) Selecting the right media 6.) Scheduling the Advertising |
|
|
Reach
|
the number of different people or households exposed to an advertisement.
|
|
|
Rating
|
the percentage of households in a market that are tuned to a particular TV show or radio station.
|
|
|
Frequency
|
the average number of times a person in the target audience is exposed to a message or an advertisement.
|
|
|
Gross Rating Points
|
a reference number used by advertisers that is obtained by multiplying reach (expressed as a percentage of the total market) by frequency.
|
|
|
Cost per Thousands
|
the cost of reaching 1,000 individuals or households with the advertising message in a given medium (M is the Roman numeral for 1,000).
|
|
|
Publicity Tools
|
consist of methods of obtaining non personal presentation of an organization, good, or service without direct cost.
-Examples include news releases, news conferences, and public service announcements. |
|
|
10 Sales Promotion Tools
|
1.) Coupons
2.) Deals 3.) Premiums 4.) Contents 5.) Sweepstakes 6.) Samples 7.) Loyalty Programs 8.) Point-of-purchase displays 9.) Rebates 10.) Product Placement |
