Mrkt 3310 Final Chapter 16

Front 1

The effects of advertising on consumers

Back 1

• Consumers’ daily lives- informing them about products and services and influencing their attitudes, beliefs and ultimately their purchases
• The television programs people watch, the content of the newspaper they read, the politicians they elect, the medicines they take, and the toys their children play with
• Transform a person’s negative attitude toward a product into a positive one
• Reinforces positive toward brands
• The way consumers rank a brand’s attributes

Front 2

Institutional advertising

Back 2

a form of advertising designed to enhance a company’s image rather than promote a particular product

Front 3

Product advertising

Back 3

a form of adverting that touts the benefits of a specific good or service

Front 4

Pioneering advertising

Back 4

a form of advertising designed to stimulate primary demand for a new product or product category

Front 5

Pironeer advertising is heavily used during the what sage of the product life cycle

Back 5

introduction

Front 6

competitive advertising

Back 6

a form of advertising designed to influence demand for a specific brand

Front 7

competitive advertising is during what stage of the PLC

Back 7

growth

Front 8

comparative advertising

Back 8

a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes

Front 9

Newspaper Advantages

Back 9

Geographic selectivity and flexibility
Short-term advertiser commitments
News value and immediacy
Ear-around readership
High individual market coverage
Co-op and local tie-in availability
Short lead time

Front 10

Newspaper disadvantages

Back 10

Little demographic selectivity
Limited color capabilities
Low pass-along rate
May be expensive

Front 11

Magazine Advantages

Back 11

Good reproduction, especially for color
demographic selectivity
regional selectivity
local market selectivity
relatively long adverting life
high pass-along rate

Front 12

Magazine Disadvantages

Back 12

Long-term advertising commitments
Slow audience buildup
Limited demonstration capabilities
Lack of urgency
Long lead time

Front 13

radio advantages

Back 13

Low cost
Immediacy of message
Can be scheduled on short notice
Relatively no seasonal change in audience
Highly portable
Short-term advertiser commitments
Entertainment carryover

Front 14

radio disadvantages

Back 14

No visual treatment
Short advertising life of message
High frequency required to generate comprehension and retention
Distractions from background sound
Commercial clutter

Front 15

television advantages

Back 15

Ability to reach a wide, diverse audience
Low cost per thousand
Creative opportunities for demonstration
Immediacy of message
Entertainment carryover
Demographic selectivity with a cable stations

Front 16

television disavantages

Back 16

Short life of message
Some consumer skepticism about claims
High campaign cost
Little demographic selectivity with network stations
Long-term advertiser commitments
Long lead time required for production
Commercial clutter

Front 17

internet advantages

Back 17

Fast-growing medium
Ability to reach a narrow target audience
relatively short lead time required for creating Web-based advertising
Moderate cost
Ability to measure effectiveness
Ability to engage consumers through search engine marketing, social media, display advertising, mobile marketing

Front 18

internet disadvantages

Back 18

Most as exposure relies on “click-through” from display ads
Measurement for social media needs much improvement
Not all consumers have access to the internet
Many consumers are not using social media

Front 19

Outdoor Media advantages

Back 19

Repetition
Moderate cost
Flexibility
Geographic selectivity

Front 20

Outdoor media disadvantges

Back 20

Short message
Lack of demographic selectivity
High “noise” level distracting audience

Front 21

media mix

Back 21

the combination of media to be used for a promotional campaign

Front 22

Cost per contact

Back 22

the cost of reaching one member of the target market

Front 23

cost per click

Back 23

the cost associated with a consumer clicking on a display of banner ad

Front 24

Reach

Back 24

the number of target consumer exposed to a commercial at least once during a specific period, usually during a specific period

Front 25

Frequency

Back 25

the number of times an individual is exposed to a given message during a specific period

Front 26

audience selectivity

Back 26

the ability of an advertising medium to reach a precisely defined market

Front 27

new-product publicity

Back 27

help advertisers explain what’s different about their new product by prompting free news stories or positive word of mouth about it

Front 28

product placement

Back 28

a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio programs, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the Internet; or at special events

Front 29

Sponsorship

Back 29

a public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate images

Front 30

trade sales promotion

Back 30

promotion activities directed to members of the marketing channel such as wholesalers and retailers

Front 31

trade allowances

Back 31

a price reductions offered by manufactures to intermediaries such as wholesalers and retailers

Front 32

push money

Back 32

to encourage other members of the channel to sell the products

Front 33

Training

Back 33

a manufacturer will train an intermediary’s personnel if he product is rather complex

Front 34

free merchandise

Back 34

manufacturer offers retailers free merchandise in lieu of quantity discounts

Front 35

store deonstrations

Back 35

manufactures can also arrange with retailers to perform an in-store demonstrations

Front 36

Business Meetings, Convention, and Trade Shows

Back 36

chance to display their goods or describe their services to potential costumers

Front 37

Coupon

Back 37

a certificate that entitles consumers to an immediate price reduction when the product is purchased

Front 38

Rebate

Back 38

a cash refund given for the purchased of a product during a specific period

Front 39

Premium

Back 39

an extra item offered to consumer, usually in exchange for some proof of purchase pf the promoted product

Front 40

Loyalty marketing programs-

Back 40

a promotional program designed to build long-term, mutually beneficial relationships between a company and its key customers

Front 41

Frequent buyer program

Back 41

a loyalty program in which loyal consumers are rewarded for making purchases for a particular good or services

Front 42

Contest

Back 42

are promotions in which participant use some skill or ability to compete for prizes

Front 43

Sweepstakes

Back 43

depends on chance and participation is free

Front 44

Sampling

Back 44

a promotional program that allows the consumer the opportunity to try a product or services for free

Front 45

Point of Purchase (P-O-P) display

Back 45

a promotional display set up at the retailer’s location to build traffic, advertise the product, or induce impulse buying