MKTG305: Ch. 19 "Advertising, Sales Promotion, and Public Relations

McGraw Hill

advertising

any paid form of nonpersonal communication about an organization, product, service or idea by an identified sponsor

product advertisements

advertisements that focus on selling a product or service and which take three forms: pioneering (informational), competitive (persuasive), and reminder

institutional advertisements

advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service

reach

the number of different people or households exposed to an advertisement (a single time)

rating

the percentage of households in a market that are tuned to a particular TV show or radio station

frequency

the average number of times a person in the target audience is exposed to a message or an advertisement

gross rating points (GRPs)

a reference number used by advertisers that is obtained by multiplying reach (expressed as a percentage of the total market) by frequency

cost per thousand (CPM)

the cost of reaching 1,000 individuals or households with the advertising message in a given medium [M is the Roman numeral for 1,000]

infomercials

program-length (30 minute) advertisements that take an educational approach to communication with potential customers

pretests

tests conducted before an advertisement is placed is any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement

full service agency

an advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production

limited service agencies

advertising agencies that specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously unpurchased media space, or providing internet services

in house agencies

consist of the company’s own advertising staff, who may provide full services or a limited range of services

posttests

tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose

consumer oriented sales promotion

conists of sales tools used to support a company’s advertising and personal selling directed to ultimate consumers. Also called consumer promotions.

product placement

a consumer sales promotion tool that uses a brand-name product in a movie, TV show, video game, or a commercial for another product

trade oriented sales promotions

sales tools used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers. Also called trade promotions.

cooperative advertising

consists of advertising programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising the manufacturer’s products

publicity tools

methods of obtaining nonpersonal presentations of an organizaiton, product, or service without direct cost, such as news releases, news conferences, and public service announcements

mobile marketing

the broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device