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Marketing Review: Chapter 19
Terms in this set (29)
is when the goal is to increase sales. Targets: are consumers or business-to-business customers
tries to create a favorable image for a company and foster a goodwill in the market place.
allows companies to reach a large number of people with their messages.
are the agencies, means or instruments used to convey advertising messages to the public.
includes advertising in newspaper, magazines, direct mail, signs and billboards. One of the oldest and most effective types of advertising
can be found on public transportation. included printed posters inside trains, taxis, and buses; ads on public benches, bus spot shelter, kiosks, newsstand,
encompass radio and television.
is a form of advertising that uses either e-mail or the world wide web.
comes in various shapes and sizes but usually a rectangle seen at the top, bottom of side of a web page.
smaller in size; placed in strategic position on a web page.
pop up between web pages and are inserted in audio or video streams, either live or non-demand.
sometimes called giveaways or advertising specialties, are relatively inexpensive, useful items featuring an advertiser's name or logo.
is the process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.
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. Comparison tool used to determine the effectiveness of different types of media.
is an area that is one column wide by one inch deep. Multiply the total column inches by the rate. Example: $17 x 4 inches x 3 columns = $204
(part of newspaper rates): Ads that are grouped into specific categories, such as help wanted, real estate, personals or auto sales. Effective for selling everything from services to houses to job openings.
(part of newspaper rates): Ads that enable the advertiser to depict the product or service being advertised. p advertisers use photographs, headlines, signature or logo; Cost based on the amount of space used and the ad's position.
are based on circulation, the type of readership, and production techniques.
Rates are based on the type of format the customer desires. (banner ads, button ads, pop up ads, etc.)
refers to geographical area an advertiser wants to reach with its advertisements.
are advertising messages of one minute or less that can be carried on network or spot radio
morning drive time: 6am-10am, most expensive
evening drive time: 4pm-7pm; second most expensive
home worker time: 10am-4pm; third most expensive
Evening time: 7pm-midnight; fourth most expensive
Nighttime: midnight-6am; least expensive
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