Untitled Flashcards Set

Advertisement

Nonpersonal paid form of communication.

Product Advertising

Advertising aimed at promoting a specific product.

Pioneering/Informational Product Ad

First stage of PLC that explains what a product is, what it does, and where it can be found.

Competitive/Persuasive Ad

Second stage of PLC that highlights benefits of a company's product over competitors.

Reminder Ad

Advertisements that discuss past positive customer experiences.

Institutional Advertising

Advertising that promotes a company rather than its products.

Advocacy Institutional Ad

Ads where a company takes a stand on a specific issue.

Pioneering Institutional Ad

Ad that explains what a company can do for its customers and its location.

Competitive Institutional Ad

Advertising that communicates benefits of a product class over others.

Reminder Institutional Ad

Advertisements that remind customers of past experiences.

Advertising Process

Three steps: Developing, Executing, and Evaluating.

Identification of Target Audience

Determining who the advertisement is aimed at.

Ad Objective

The intended goal of the advertisement.

Advertising Budget

The amount allocated for the advertisement.

Ad Design

Includes information, persuasion, and a combination of both appeals.

Human Appeal

Advertising that connects on an emotional level with the audience.

Fear Appeal

Using fear to persuade consumers to take action.

Ad Scheduling

Determining the right times to show the advertisement.

Reach

The number of people exposed to the ad.

Rating

The number of households watching a particular show or series.

Gross Rating Points (GRPs)

Calculation that multiplies reach by frequency of exposure.

Cost Per Thousand (CPM)

The cost to reach one thousand people.

Pretesting Advertising

Evaluating ads before they are launched.

Portfolio Pretesting

Group comments on several ads to gauge reactions.

Jury Pretesting

Ads shown to experts for feedback before general release.

Theatre Pretesting

Ads shown to customers in a theatre setting followed by surveys.

Post Testing Advertising

Evaluating the effectiveness of an ad after it has been shown.

Aided Recall

Customers recall products shown after the ad is presented.

Unaided Recall

Customers attempt to recall products without prompts.

Attitude Testing

Gathering feedback on the ad from viewers.

Sales Promotion

Short-term promotions and discounts to boost sales.

Sales Growth from Promotions

US companies spend 100 billion dollars annually on sales promotions.