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Terms in this set (35)
Advertising and its purpose
Advertising is everywhere - Television, radio, magazines, newspaper,stores, the world wide web, billboards, theaters, sports arenas, and even on highway road signs.
when the goal is to increase sales
Tries to create a favorable image for a company and a foster goodwill in the market place.
Enables companies to reach large numbers of people with their messages.
Are the agencies, means, or instruments used to convey advertising messages to the public.
Advertising in newspapers, magazines, direct mail, signs, and billboards.
Newspaper continue to be an important advertising outlet for many consumer-oriented products and services.
Are distributed locally, regionally, and nationally.
Direct marketing is a highly focused form of advertising.
The best example of of a directory that accepts is the telephone directory.
Both local. regional, and national businesses use outdoor advertising.
Can be found on public transportation.
encompass radio and television.
Is the ultimate advertising medium for many businesses because it can combine all the creative elements necessary- sight, sound, action, and color - to produce a compelling advertising message.
More than 10,000 AM and FM radio stations reach 96% of all people age 12 and over in a given week.
a form of advertising that uses either email or the world wide web.
Banner and pop- up ads
Most online advertising appears as banner ads.
Are sometimes called giveaways or advertising specialties, are relatively inexpensive, useful items featuring an advertiser's name or logo.
In store advertising
increasingly, retailers are using in-store advertising techniques, such as electronic shelf ads, supermarket cart displays, instant coupon machines, floor mars, and sound systems to advertise products within their stores.
the process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.
Media planners must concern themselves with the correct medium to use and its cost as well as how to measure overall advertising effectiveness.
The number of homes or people exposed to an ad.
A single exposure to an advertising message.
The number of times an audience sees or hears an advertisement.
Cost per thousand (CPM)
The media cost of exposing 1,000 readers or viewers to an advertising impression.
To reach customers, advertising uses a set format that is defined in terms of time (30 second television commercial) or space ( half page newspaper ads.)
Are divided into two categories depending on whether the ad is a classified ad or a display ad.
Factors that affect Rates
Advertising rates can vary depending on when an advertisement will appear in a paper.
The cost per thousand (CPM) measurement is useful in comparing the cost of advertising to reach 1,000 readers in one newspaper with the cost of advertising to reach 1,000 readers in another newspaper.
Based on circulation, the type of readership, and production techniques.
Frequency discounts are offered to advertisers who run the same ad several times during the year.
Based upon the type of format the customer desire.
A business needs to decide what kind of radio advertising to use. Network radio, advertising, national spot radio advertising, and local radio advertising.
Vary with time of day.More expensive
Considers not only the cost for developing and placing or airing advertising but also the cost of staffing and department or campaign.
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