Marketing 3343 Test Number 3 Chapters 18-19
Terms in this set (67)
Any paid form of nonpersonal communication about an organization, a product, a service, or an idea by an identified sponsor.
Pioneering(informational), Competitive(persuasive), and Reminder
Tells people what a product is, what it can do, and where it can be found.
Promotes a specific brand's features and benefits.
Shows one brand's strengths relative to those of competitors.
To reinforce previous knowledge of a product.
Used to assure current users they made the right choice.
Used to build goodwill or an image for an orgganization rather than promote a specific good or service.
State the position of a company on an issue.
Pioneering Institutional Advertisements
Used for announouncements about what a company is, what it can do, or where it is located.
Competitive Institutional Advertisement
Promotes the advantages of of one product class over another and are used in markets where different producr classes compete fot the same buyers.
Reminder Institutional Advertisement
Bring the company's name to the attention of the target market again.
Suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product.
Suggest to the audience that the product will increase the attractiveness of the user.
Imply either directly or subtly that the product is more fun or exciting than competitors' offerings.
Means by which the message is communicated to the target audience.
The number of different people or households exposed to an advertisement.
The percentage of households in a market that are tuned to a particular TV show or radio station.
The average number of times a person in the target audience is exposed to a message or advertisement.
Gross Rating Points (GRPs)
When reach is multiplied by frequency
Cost Per Thousand (CPM)
The cost of reaching 1,000 individuals or households with the advertising message in a given medium.
Program length (30 minutes) advertisements that take an educational approach to communication with potential customers.
Online advertising that are interactive ads that have drop down menus, built in games, or search engines to engage viewers.
How often new buyers enter the market to buy the product.
The more frequentley the product is purchased, the less repitition is required.
The speed with which buyers forget the brand if advertising is not seen.
Continuous (steady) Schedule
When seasonal factors are unimportant, advertising is run at a continuous or steady schedule throughout the year.
Flighting (intermittent) Schedule
Periods of advertising are scheduled between periods of no advertising to reflect seasonal demand.
Pulse (burst) Schedule
A flighting schedule is combined with a continuous schedule because of increases in demand, heavy pperiods of promotion, or introduction of a new product.
Full Service Agency
Provides the most complete range of services , including market research, media selection, copy development, artwork, and production.
Limited Service Agencies
Specialize in one aspcect of the advertising process, such as providing creative services to develop the advertising copy , buying previously unpurchased media, or providing Internet Services.
Made up of the company's own advertising staff that provide full services or a limited range of services.
Involves asking respondents a question such as, "What ads do you remember seeing yesterday?" without any prompting to determine whether they saw or heard advertising messages.
Asking respondents questions to measure change in their attitudes after an advertising campaign.
Offering promotional product information, product samples, or premium to an ad's readers or viewers.
Involve studies such as controlled experiments and consumer purchase tests.
Consumer Oriented Sales Promotions
Sales tools used to support a company's advertising and personal selling.
Offer discounted price pg.489
short term price reductions pg.491
Offered free or at significant savings pg 491
Self explanatory pg 491
Sales promotion that require participants to submit an entry and is a game of chance pg 491
Offering a portion of a product for free or very reduced price pg 492
Reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchase accumulate. pg 492
Point of Purchase Displays
Product displays take the form of advertising signs which sometimes actually hold or display the product, and are often located in high traffic areas near the cash register or the end of an aisle. pg 493
Return of money based on proof of purchase pg 493
Placement of product in movies, television shows, video games, etc. pg 493
Trade Oriented Sales Promotions
Sales tools used to support a companys advertising and personal selling directed to wholesalers, retailers, or distributors.
Programs by which a manufacturer pays a percentahe of the retailers local advertising expense for advertising the manufacturers products.
Methods of obtaining nonpersonal presentation of an organization, product, pr service without direct cost.
Announcements regarding changes in the company or the product line.
Everyone from the media comes together and stuff happens pg 496
Public Service Announcements (PSA)
Free space donated by the media pg 496
Online media where users submit comments, photos, and videos often accompanied by a feedback pg 504
When the web became dope. pg. 504
A web page that serves as a publicly accessible journal and online forum for an individual or organization.
User Generated Content (UGC)
Various forms of online media content that are publicly available and created by end users.
Three basic criteria:
1. It is published either on a publicly accessible website or on a social networking site, so it is not simply an emial.
2. Shows a significant degree of creative effort, so it is more than simply posting a newspaper article on a personal blog without editing or comments.
3. It is consumer generated by an individual outside of a professional organization without a commercial market in mind.
the degree of acoustic, visual, and personal contact between two communication partners.
The degree of self disclosure about a persons thoughts, feelings, likes, and dislikes-where greater self disclosure is likely to increase one's influence on those reached.
Ability to reach both large and niche audiences
Both can be designed to reach either mass or specialized segments. Good execution is critical, audience size not guaranteed. pg 506
Expense and access
Messages and ads in traditional media is expensive and messages on social media can pretty much be accessed anywhere. pg 506
Training and number of people involved
No real training in social media. Practically anyone can post a message that includes words and images. pg 506
Time to delivery
Traditional media can involve days at a time to be delivered while social media is practically instant. pg 506
Traditional media cannot be altered once you create it. Social media can be altered once posted. pg 506
Credibility and Social Authority
You can join in on a conversation at anytime with social media.
Facebook introduced them in 2013 and Twitter started with them.
Has almost 240 million registered members who have conducted about 6 billion professionally oriented
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