Chapter 11: Promotion Overview & Focus on Advertising

AIDA model

a well-known theory of how consumers decide on a product. AIDA stands for Attention, Interest, Desire, and Action

ad campaign

a series of advertisement messages that share a common idea and theme and runs for a limited amount of time

advertising

external communication that is paid for by the seller and promotes a product to potential customers

advertising media

the various means (advertising vehicles) such as billboards, magazines, newspapers, radio, television, and internet by which promotional messages are communicated to the public using words, speech, and pictures

CPM

(sometimes referred to as cost per thousand impressions)

an industry standard and an easy way to compare the cost of two types of advertising

direct marketing

a promotional effort where the seller communicates with the potential customer using media such as direct mail, or telemarketing with the goal of receiving a direct response from the customer (as opposed to selling in a retail location)

effective frequency

represents the minimum number of times that a person needs to hear or see an ad for it to “make a difference” or for the customer to take an action and respond to the commercial

external communication

the marketer is sending a message to those outside of the company instead of to company employees

frequency

the average number of times the members of a defined market saw an advertisement

impression

one exposure of a person to an ad; it is an ad being emitted or displayed once

integrated marketing communications

(IMC)

a cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, while achieving a common objective or set of objectives

personal selling

frontline interaction between a company representative and a potential buyer designed to influence a purchase decision

pervasive communication

influencing a customer to make a purchase decision

promotional mix

the combination of tools that marketers use when creating or refining promotions

public relations

the practice of managing the spread of information between an individual or an organization and the public

reach

the number of people who are exposed to an ad, either by viewing a visual ad or hearing an audio ad

sales promotion

a short-term, external promotion designed to influence immediate purchase

success model

a model intended to help ideas and messages stand out and stick in people’s minds

waste coverage

the term for advertising that reaches people who are not part of the target market and are not potential customers