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43 terms

Advertising and Public Relations

Advertising and Public Relations
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Advertising
Paid non-personal communication about an organization and it's products transmitted to a target audience through mass media.
Institutional Advertising
Promotes organizational images, ideas, and political issues.
Advocacy Advertising
Promotes a company's position on a public issue.
Product Advertising
Promotes products' uses, features, and benefits.
Pioneer Advertising
Tries to stimulate demand for a product category (rather than a specific brand) by informing potential buyers about the product. In the introductory stage of the product life cycle.
Competitive Advertising
Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages, sometimes through indirect or direct comparisons with competing brands.
Comparative Advertising
Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics. Under Trademark Law Revision Act- marketers using comparative advertisements must not misrepresent the qualities or characteristics of competing products.
Reminder Advertising
Reminds consumer that the established brand is still around and still offers certain characteristics, uses, and advantages.
Reinforcement Advertising
Assures current users they have made the right brand choice and tells them how to get the most satisfaction from that brand.
Affordable Method
Leftover budget are spent on advertising.
Percentage-of-Sales
A percentage of the sale spent on advertising
Competition Matching
Set advertising budget to match competitors' spending on advertising.
Objective and Task Method
Developing the promotion budget by (1) defining specific objectives, (2) determining the tasks that must be performed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. Least used and most difficult.
Media Planning
Set forth the exact media vehicles to be used (magazines, television station, newspaper) and the dates and times the advertisement will appear.
Reach
# or % of people in your target audience reached.
Frequency
How many people in the reach were exposed to the advertising. # of person exposed to the advertise.
Cord Cutting
Getting rid of cable. !UNSUBSCRIBING!
Radio
Attracts local. Audio only. Cheap. Short life or message. Get distracted due to other activities. Limited media and audience research.
Newspapers
# of readers are dropping. Average age is 54. Advertise on Sunday because of ads. Newspaper business is dying. Low average reader: pass long rate- Daily Lobo high.
Magazines
Print medium. Better reproduction quality. Multiple magazines for you. Very effective. Cost various on the magazine. Expensive. Lead time: takes 2-4 weeks to be published so it's behind. High pass long rate. Longer shelf life.
Direct Mail
Highly selective, few distraction, very expensive, often thrown away unread as junk mail. 1 % response rate is good. Give them a reason to act. Gives you the greatest selectively. Allows you to personalize.
Outdoor
Low cost, geographic selectivity, high creativity and effectiveness. Message must be short. 7 works or less.
Internet (Social Media)
Immediate response, track customers and build database, cost are high, inappropriate ad placement, effects difficult to measure.
Cost Comparison Indicator
Lets an advertiser compare the costs of several vehicles within a specific medium in relation to the number of people each vehicle reaches. Superbowl are the most expensive.
CPM= Cost of Ad x 1000/reach
Continuous
Media scheduling where the same level of advertising through out the year.
Flighting
An Media schedule with a period of heavy advertising followed by periods of no advertising. Seasonal!
Pulsing
A media scheduling method that combines flighting and continuous scheduling. Advertising regularly, but when holiday come, they increase the advertising.
Rational
Your talking about quality, feature, functionally. Know the facts.
Emotional
Based on emotion!
Negative: Guilt, Change
Positive: Love, appealing to peoples heart
Moral
Sense what is right and wrong.
Pretest
Evaluation of ads performed before a campaign begins. Used in evaluating advertising effectiveness.
Posttest
Evaluation of advertising effectiveness after the campaign. Recognition Test and
Recall Test- aided and unaided.
Recognition Test
Individuals are shown the actual ad and asked if they recognize it.
Aided Recall Test
A posttest that asks respondents to identify recent ads and provide clues to jog their memories.
Unaided Recall Test
A posttest in which respondents identify ads they have recently seen but are given no recall clues.
Public Relations
Communication efforts used to create and maintain favorable relations between and organization and its stakeholders.
Publicity
A news story of communication transmitted through a mess medium at no charge.
News Release
A short piece of copy publicizing an event or a product. Should have the 5 W's: Who, What, When, Where, and Why.
Feature Article
A manuscript of up to 3,000 words prepared for a specific publication.
Collateral
Common term in marketing. Anything you print about the company. Business card or brochures.
Speeches
No cost. Easy way to promote your business.
Captioned Photography
A photo with a brief description of its contents.
Press Conference
A meeting used to announce major news events.