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;
30 Cards in this Set
- Front
- Back
|
advertising
|
any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor
purpose:present a message that encourages the customer to buy products/ accept ideas identifies: good, service, ideas, & special features (price, benefits, location, & business hours) |
|
|
promotional advertising
|
advertising designed to increase sales
|
|
|
institutional advertising
|
create a favorable impression and goodwill for a business or an organization
by: providing positive info on business, support of community projects/ideas about important public topics (environment, public health, & education) |
|
|
advertising drawback
|
cannot focus on individual needs because the same message is conveyed to all customers
|
|
|
media
|
agencies, means, or instruments used to convey advertising messages to the public
4 main types: print, broadcast, online, and specialty |
|
|
print media
|
written advertisement
can be: newspapers & magazine, direct mail, signs, billboards |
|
|
broadcast media
|
radio & television
-very popular mean to use: information comes alive and lots of people use it |
|
|
online advertising
|
placing advertisements on the internet
|
|
|
banner ad
|
wide shallow rectangle seen at the top or bottom of a webpage
-if clicked on, sends user to ad web page - usually has little animations, sound, or video to draw attention |
|
|
specialty media
|
inexpensive, useful items w/ advertiser's name on them
-given away w/ no obligation attached to receiving and keeping them - practical & subject to frequent use, placed in high frequency areas (calendars, magnets, pens & pencils, memo pads, and key chains) |
|
|
display advertisement rate in newspaper
|
multiply total column by inches by rate
ex: $17 x 4 inches x 3 columns = $204 |
|
|
more expensive rates
|
-color
-preferred placement -less frequent (more frequent is cheaper) -weekend ads |
|
|
open rate
|
non-contract rate; basic charge for a minimum amount of advertising space
|
|
|
contract rates
|
discounted rates due to
- contract by using a certain amount of space for a certain amount of time |
|
|
cost per thousand rate
|
media cost of exposing 1,000 readers to an ad
cost of ad x 1,000/ circulation = cost per thousand (CPM) |
|
|
magazine rates
|
based on
-circulation -quality or readership -production technique |
|
|
bleed
|
half/full page ads printed to very edge of the page leaving no white border
15-20 cents extra |
|
|
black and white rates vs colored rates vs full colored rates
|
black and white rates < colored rates < full colored rates (4 colors: black, red, yellow, & blue)
|
|
|
premium position
|
placement of ads
-back cover is highest premium - inside cover & first page |
|
|
frequency discounts
|
run the same ad several times during the year, get a discount
|
|
|
network radio advertising
|
broadcast from a studio to all affiliated radio stations throughout the country
|
|
|
national spot radio advertising
|
national firms to advertise on a local station-by-station basis
-target selected markets in the country |
|
|
local radio advertising
|
local business for target market
-limited to specific geographical area |
|
|
television rate
|
vary depending on time of day (amount of people who watch these advertisements)
|
|
|
cooperative advertisement
|
cost sharing arrangement: both supplier and local advertiser pay for advertisement
- features both supplier's product name and name of local advertiser |
|
|
promotional budget
|
4 common: % of anticipated sales, all you can afford, following the competition, and objective and task
|
|
|
percentage of anticipated sales
|
based on a % of past/ anticipated sale
|
|
|
all you can afford
|
all moneys to promotional activity only after other company expenses are paid
-usually used when starting up a business |
|
|
following competition
|
match competitor's promotional expenditures
or proportional to market share -weak method |
|
|
objective and task
|
determine goals & consider necessary steps to meet goals, & determine cost for these promotional activities
|
