Term
| product advertisement forms |
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Definition
1. pioneering or informational
2. competitive or persuasive
3.reminder |
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Term
| institutional advertisements |
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Definition
1. advocacy
2. pioneering institutional
3.competitive institutional
4.reminder institutional |
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Term
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Definition
| includes both info and persuasive elements, common tactics, fear appeals, sex appeals, humorous appeals |
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Term
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Definition
| number of people or households exposed to the add |
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Term
| TV and radio reach is rating |
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Definition
| percentage of households in a market that are tuned onto particular TV show or radio station |
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Term
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Definition
| average number of times a person in a target market is exposed to the message |
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Term
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Definition
| gross rating points - reach in terms of percentage of total market multiplied by frequency |
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Term
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Definition
| cost per thousand-cost of reaching thousand persons or households |
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Term
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Definition
| program-length (30min) ads that take educational approach |
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Term
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Definition
| online ads with drop down menus, game elements, videos etc |
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Term
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Definition
| speed at which consumers forget the brand |
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Term
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Definition
| add testing to determine whether it conveys the intended message before the add is displayed anywhere |
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Term
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Definition
| the add is placed in a portfolio along with other ads and stories, the customer reads it and then is asked to evaluate |
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Term
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Definition
| show add to a panel of customers and ask how they liked it, what drew their attention |
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Term
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Definition
| people view TV shows in which test commercials are also shown |
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Term
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Definition
| provides full range of advertising services, such as market research, copy writing, artwork, media selection and production |
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Term
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Definition
| specializes in one aspect of advertising process |
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Term
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Definition
| companies own advertising stuff |
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Term
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Definition
| done after it has been shown to target audience to see if the right message was conveyed |
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Term
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Definition
aided recall
unaided recall
attitude change test
inquiry test
sales test |
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Term
| consumer-oriented sales promotion |
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Definition
| tools used to support company's advertising and personal selling |
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Term
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Definition
| coupons, deals, premiums, contests, sweepstakes, samples, loyalty programs, point-of,purchase displays, rebates, product placements |
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Term
| trade-oriented sales promotions |
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Definition
| sales tools used support company's advertising and personal selling directed to wholeselers, retailers and distributors |
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Term
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Definition
allowances and discounts
cooperative advertising- partly pay for local advertising done by reselLers
training of distributors salesforce |
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Term
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Definition
| news releases, news conference, public service announcements, use of very visible individuals |
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