Study sets, textbooks, questions
Upgrade to remove ads
MM Final - Ch. 15
Terms in this set (19)
specialists in planning and handling mass-selling details for advertisers
price reductions to firms further along in the channel to encourage them to advertise or otherwise promote the firm's products locally
involves producers sharing in the cost of ads with wholesalers or retailers
promotes an organization's image, reputation, or ideas rather than a specific product
tries to develop primary demand for a product category rather than demand for a specific brand
tries to develop selective demand for a specific brand
direct competitive advertising
aims for immediate buying action
EX. Salesforce sells customer relationship management software. Its Instagram ad aims for immediate action. Clicking the "Learn More" takes customers to a page where they fill out an online form with contact information so they can be contacted by a Salesforce salesperson.
indirect competitive advertising
points out product advantages to affect future buying decisions
EX. The ad for Swedish rails points out advantages of taking the train as compared to driving.
making specific brand comparisons - using actual product names
EX. Burger King uses this ad to show that its Whopper is bigger than the McDonalds Big Mac.
tries to keep the product's name before the public
focuses on the name and prestige of an organization or industry.
EX. P&Gs #WeSeeEqual campaign supported gender equality and ran around International Women's Day. This ad campaign promotes P&Gs image by aligning it with a cause; it does not promote a specific product.
the various means by which the message is communicated to the target market
pay-per-click advertising model
advertisers pay only when a customer clicks on the ad and links to the advertiser's website
displays ads to a web user based on sites he or she previously visits
click-through rate (CTR)
the number of people who click on an ad divided by the number of people the ad is presented to - can be low (less than 1 in 1000)
trusted or well known figures who can sway attitudes or purchase decisions among a particular target market - to promote a brand
what the words and illustrations should communicate
ads to correct deceptive advertising
EX. Health warnings on cigarettes
sales promotion tools used to persuade resellers to carry a brand, give it shelf space, and promote it in advertising
Other sets by this creator
Quiz 1 - Potential Startup Terms
IB Law - Ch. 3 & 4
ENI3102 - Quiz 1