MKT 354 CH. 14, 15, & 16

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Principles of Advertising

17 Terms

1

Reach

total number of different people or households exposed to an advertising schedule during a given time

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2

Frequency

measures the intensity of a media schedule, based on repeated exposures to the vehicle or the program

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3

Lazy S Curve

suggests that a minimum threshold (A) of advertising frequency must be crossed before a meaningful response is achieved. At some level of frequency, another threshold (B) is crossed, and the response begins to level off or even decline due to overexposure

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4

Brand development index (BDI)

percentage of a brand’s total sales in an area divided by that area’s percentage of the total U.S. population, multiplied by 100

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5

Category development index (CDI)

percentage of a product category’s total U.S. sales in an area divided by the percentage of the total U.S. population in the area, multiplied by 100

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6

Continuous schedule

advertising runs steadily with little variation

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7

Flighting schedule

periods of advertising are alternated with periods of no advertising at all

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8

Pulsing schedule

mixing continuity and flighting strategies

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9

Pros of personal selling

  • Personal and persuasive

  • Facilitates instant feedback

  • Flexibility to adjust the presentation

  • Flexibility in time

  • Helps in distribution of new products

  • Good for high-priced items

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10

Cons of personal selling

  • Labor-intensive and costly

  • Time-consuming

  • Poor reputation/perception

  • Requires highly-trained salespeople with the right personality attributes

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11

Sales promotion

Direct inducement offering extra incentives all along the marketing route to accelerate the movement of the product from the producer to the customer

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12

B2B sales promotion tactics

  • Trade concentration

  • Slotting allowances

  • Trade deals

  • Display allowances

  • Buyback allowance

  • Advertising allowances

  • Cooperative (co-op) advertising

  • Company conventions

  • Dealer meetings

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13

B2C sales promotion tactics

  • Point-of-purchase (P-O-P) materials

  • Coupon

  • Digital coupon

  • Convenience cards

  • Cents-off promotions

  • Rebates

  • Premium

  • Sampling

  • Combination offers

  • Contests/Sweepstakes

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14

Public Relations (PR)

The strategic management of relationships and communications that individuals and organizations have with other groups for the purpose of creating mutual goodwill

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15

Publicity

generation of news about a person, product, or service that appears in broadcast or print media

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16

House Organ

a publication about happenings and policies at the company

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17

Venue Marketing

Surged in popularity. By selling the naming rights to stadiums, arenas, and centers, cities get help paying for public venues. Advertisers get a high- profile way to see their brands mentioned thousands of times each year in sports stories

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