Advertisement and Promotions

What is CPM

Cost per thousand viewers or impressions, depending on context.

What are Customer Loyalty Programs?

Programs designed to improve customer experience and encourage repeat purchases.

What is Responsive Web Design?

Website design that adapts to different devices and screen sizes.

What are Market Segments?

Groups of consumers with similar geographic, demographic, or psychographic characteristics.

What is Channel Clutter?

The amount of advertising present in a particular medium.

What is a Landing Page?

The webpage consumers reach after clicking an advertisement.

What is the Doherty Threshold?

The principle that systems responding within about 400 milliseconds feel responsive to users

What does IMC stand for?

Integrated Marketing Communications.

What is a CTV CMP?

Connected TV Consent Management Platform.

What is Scrollytelling?

Combining storytelling with scrolling text and visual elements.

What are Collateral Services?

Support functions for advertisers, agencies, media organizations, and specialized marketing firms.

What is Micromarketing?

An advertising strategy targeting a very narrow, specific consumer group.

What is Internalization?

Accepting a credible communicator's message as accurate and incorporating it into one's beliefs.

What are Click-to-Call Features?

Buttons or links that initiate a phone call when clicked.

What is a Creative Boutique?

A small advertising agency specializing in creativity, design, and content development

What is the Relationship Era?

An era emphasizing trust, transparency, engagement, authenticity, and customer relationships.

What is the Sleeper Effect?

When a message becomes more persuasive over time as its source's influence fades.

What is Information Architecture?

The structural organization of information in a shared information environment.

What is a Centralized Business Structure?

A structure in which marketing activities are organized along functional lines.

What is Selective Demand Advertising?

Advertising designed to create demand for a specific company's brand.

What is a Two-Sided Message?

A message presenting both favorable and unfavorable points about a subject or product.

What does UX stand for?

User Experience.

What are Media Buying Agencies?

Agencies that research audiences, negotiate ad space, and purchase media placements.

What are Cultural Symbols?

Figures or images that connect a brand with consumers' values or identities.

What is Brand Activism?

A brand taking a stand on social, political, economic, or environmental issues to promote change.

What are the Promotional Mix Elements?

Advertising, direct marketing, digital marketing, sales promotion, publicity, and personal selling.

What is Advertising?

Paid, nonpersonal communication about an organization, product, service, or idea from an identified sponsor.

What is Paid Media?

Media exposure a company pays for, such as advertisements or sponsored placements.

What is Media Planning?

Decisions involved in delivering promotional messages to prospective consumers.

What is a Medium?

A general category of communication delivery systems, such as television or radio.

What is a Media Vehicle?

A specific carrier within a medium, such as a particular TV show or magazine.

What is Reach?

The number of different audience members exposed to a media vehicle at least once during a period.

What is the Brand Development Index (BDI)?

A measure comparing a brand's sales in an area with the population in that area relative to national totals.

What is the Category Development Index (CDI)?

A measure comparing product-category sales in an area with that area's share of the total population.

What is Frequency?

The number of times an audience member is exposed to a media vehicle during a period.

What is Coverage?

The potential audience that could receive a message through a media vehicle.

What is Unduplicated Reach?

The total number of unique people reached across media placements, counting each person once.

What is Waste Coverage?

Media exposure reaching people who are not potential buyers or users.

What is Duplicated Reach?

Audience overlap when the same people may be exposed through multiple media placements.

What is a Program Rating?

A broadcast audience measure indicating the percentage of a defined audience watching a program

What does GRP stand for?

Gross Rating Points

What are Gross Rating Points (GRPs)?

A measure of total advertising weight calculated as reach percentage multiplied by average frequency.

What are Target Rating Points (TRPs)?

Rating points measuring advertising exposure among the specific target audience.

What is Recency?

Delivering advertising messages as close as possible to the consumer's purchase decision.

What is Absolute Cost?

The actual total cost of placing an advertisement.

What is Pass-Along Rate?

How often a media item is shared with or passed on to another person.

What does TCPM stand for?

Target Cost Per Thousand (typically targeted impressions); terminology can vary by course.

What is Relative Cost?

The cost of advertising compared with the size of the audience delivered.

What is a Refutational Appeal?

A persuasive message that presents an opposing argument and then refutes it with evidence.

What is the formula for GRP?

GRP = Reach (%) × Frequency.

What does BDI stand for?

Brand Development Index.

What is the difference between CPM and TCPM?

CPM measures cost per thousand impressions or viewers; TCPM typically focuses on a defined target audience.

When is a Two-Sided Message most effective?

When the audience disagrees with the claim or is informed and skeptical.

What is the purpose of Selective Demand Advertising?

To persuade consumers to choose a particular brand rather than competing brands.

What is the purpose of Customer Loyalty Programs?

To encourage repeat purchases and strengthen long-term customer relationships.

What is the difference between Reach and Frequency?

Reach counts unique people exposed; frequency counts how often they are exposed

What is the difference between a Medium and a Media Vehicle?

A medium is a general delivery category; a vehicle is a specific outlet within it.

What is the difference between Absolute Cost and Relative Cost?

Absolute cost is the total price; relative cost compares that price with the audience delivered.

What does a Creative Boutique specialize in?

Creative development, advertising concepts, design, and content.

What is the goal of Brand Activism?

To take a public stand on an issue and encourage social, economic, political, or environmental change.

How is BDI generally calculated?

Brand sales percentage in an area ÷ population percentage in that area × 100.How is CDI generally calculated?

How is CDI generally calculated?

Category sales percentage in an area ÷ population percentage in that area × 100.

Integrated Marketing Communications & it’s role in advertising

Coordinating all promotional tools and communication channels to deliver a consistent, unified message about a brand. It Builds Brand awareness, strengthens the brand image and influences consumer behavior. Advertising, PR, sales promotions, direct marketing, social media, and personal selling

Product advertising

Promotes a specific product or service

Institutional advertising

promotes a company or organization and its image

Competitive Advertising

Tries to persuade consumers to choose one brand over competitors

Comparative Advertising

Directly or indirectly compares a brand with competitors

Reminder Advertising

Keeps an established brand in consumers’ minds

Advocacy advertising

Supports a particular cause, position, or point of view

Consumer Advertising

Targets individual consumers

Local Advertisements

targets consumers in a specific geographical area

National Advertising

Targets a broad national audience

Market Segmentation

dividing a larger market into smaller groups of consumers with similar characteristics, needs, or behaviors. The four major types are:

Geographic: Location, climate, region, or city.

Demographic: Age, gender, income, education, occupation, or family size.

Psychographic: Lifestyle, interests, personality, and values.

Behavioral: Purchasing habits, product usage, loyalty, and benefits sought.

Cultural Symbols

images, objects, colors, words, gestures, or people that carry shared meanings within a culture.

An example- A heart represents love

Customer Profiles

A description of the ideal customer for a product or service.

It may include:

Demographics, Geographic information, Psychographics, Behavioral Information

Types of Advertising agencies and compensation

Full-service agency: Handles most or all advertising functions, including research, creative work, media planning, and account management.

Creative boutique: Specializes in creative services, such as copywriting, design, and ad concepts.

Media-buying agency: Plans and purchases advertising time and space.

Interactive/digital agency: Specializes in websites, digital advertising, social media, and online campaigns.

In-house agency: Performs advertising work within the company itself.

Specialized agency: Focuses on a particular industry, audience, or advertising service.

How do Advertising agencies provide value

Agencies provide value through specialized expertise and resources that businesses may not have internally.

Key benefits:

1. Creativity: Develop original, memorable advertising concepts.

2. Research: Study consumers, competitors, and markets.

3. Media expertise: Choose the right channels and negotiate media purchases.

4. Objectivity: Offer an outside perspective on the company's brand.

5. Efficiency: Coordinate campaigns and save the client time.

6. Integrated strategy: Keep messaging consistent across different channels.

7. Measurement: Evaluate advertising effectiveness and recommend improvements.

Consumer Motivation

the internal drive that causes someone to take action to satisfy a need or want.

Types of Consumer motives

• Rational motives: Based on practical considerations, such as price, quality, safety, and convenience.

• Emotional motives: Based on feelings, such as happiness, love, fear, pride, or belonging.

• Positive motivation: Moving toward a desired outcome or reward.

• Negative motivation: Moving away from an unwanted outcome or problem.

Maslow Hierarchy of Needs

5.Self-Actualization,4.Esteem,3.Social needs,2.Safety needs,1.Physiological Needs

Attitude

a learned tendency to evaluate a product, brand, person, or idea positively or negatively.

Cognitive- Beliefs and knowledge “This shoe is lightweight.”

Affective-Feelings and emotions “I love this shoe.”

Conative Behavioral intention or tendency to act

Direct mail advertising

Direct-mail advertising sends promotional material directly to a person's physical mailing address.

Advantages include:

• Targeting: Send materials to selected households or customer groups.

• Personalization: Include a recipient's name or tailored offer.

• Tangibility: Consumers can physically hold and keep the advertisement.

• Detailed information: Include catalogs, coupons, product details, and offers.

• Measurability: Track responses using unique codes, coupons, or URLs.

• Geographic selectivity: Target specific neighborhoods or regions.

• Less digital competition: Reach consumers through a channel other than online advertising.

Disadvantages to remember: printing and postage can be expensive, and recipients may discard mail without reading it.

Perpetual debate

ongoing disagreement over whether advertising should prioritize creativity and originality or research, strategy, and proven effectiveness.

Inherent Drama

the compelling story, human interest, or meaningful benefit already present in a product or service.

Sleeper Effect

occurs when a message becomes more persuasive over time, even though its original source was not very credible.

Example: Someone hears a product claim from a source they initially consider unreliable. Weeks later, they remember the claim but not the source, so the claim may influence their opinion.

Refutational appeal

acknowledges an opposing argument or criticism and then attempts to disprove or answer it.

Example: A running shoe advertisement says, “Think lightweight shoes sacrifice durability? Our shoes are tested for durability while remaining lightweight.”

The ad recognizes a possible objection and provides a counterargument.

The communications Effect Pyramid

illustrates how advertising can move consumers from limited awareness toward stronger understanding, conviction, and action.

• Awareness

• Knowledge

• Liking

• Preference

• Conviction

• Purchase

Magazine Advertising

• High-quality color and visual presentation.

• Targets specific interests and demographics through specialized publications.

• Longer shelf life; readers may revisit an issue.

• Can offer prestige and credibility.

• Detailed messages are possible because readers can spend time with the ad.

TV advertising

• Combines sight, sound, motion, and storytelling.

• Can reach large audiences.

• Demonstrates how products work.

• Creates emotional connections through music, imagery, and stories.

• Can build mass-market awareness quickly.

Radio Advertising

• Usually less expensive than television.

• Allows geographic and audience targeting.

• Can reach listeners while driving, working, or doing other activities.

• Offers flexibility for changing messages.

• Uses music, sound effects, and imagination to create interest.

Newspaper

• Can reach local communities.

• Useful for sales, coupons, events, and retail promotions.

• Offers timely placement and frequent publication.

• Allows consumers to compare prices and offers.

• Can provide substantial written information.

Integrated Marketing Approach

To implement IMC successfully, a company must coordinate its advertising and other promotional activities around shared goals.

1. Consistent messaging: Maintain the same core brand message across platforms.

2. Clear target audience: Understand the consumers the campaign is intended to reach.

3. Unified brand identity: Use consistent logos, colors, tone, and visual style.

4. Coordinated channels: Make advertising, social media, public relations, direct marketing, and promotions reinforce one another.

5. Clear objectives: Establish measurable goals, such as awareness, engagement, leads, or sales.

6. Customer-focused communication: Adapt the message to the audience and the medium without losing the central brand identity.

7. Coordination across departments: Ensure marketing teams, agencies, and other stakeholders work toward the same objectives.

8. Measurement and evaluation: Track results and improve the campaign based on performance.