MKTG Chapter 19 Advertising, Sales, Promotion, Public Relations (copy)

1. Pioneering

2. Competitive

3. Reminder

What are the 3 types of advertisements?

Pioneering Advertisements

(or informational)- explains the products

Competitive advertisements

 (or persuasive)- promotes brands special features

Reminder advertisements

Reinforces previous knowledge of products

identify the target audience

What is the first step in developing the advertising program?

Fear appeals- Avoid negative experiences

Sex appeals- Increase attractiveness

Humorous appeals- fun and exciting

What are the ad message appeals?

print , radio, tv, etc

What are examples of advertising media?

Target audience, type of product, message, objectives, etc

What are the characteristics of media selection

Reach

The number of different people or households exposed to an advertisement.

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 (GRP’s)

 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).

uses print, sound, and motion

What are the advantages of using television as a media alternative?

short perishable message

What are the disadvantages of using television as a media alternative?

specify local target audience

What are the advantages of using radio as a media alternative?

short perishable message

What are the disadvantages of using radio as a media alternative?

great for a local market

What are the advantages of using newspaper as a media alternative?

billboard

What is an example of an outdoor media alternative

Continuous (steady) schedule

What is the first kind of scheduling advertising

Flighting (intermittent) schedule

What is the second kind of scheduling advertising?

Pulse (burst) schedule

What is the third kind of scheduling advertising?

Steady advertising, seasons not important

What are the characteristics of Continuous (steady) schedule?

reflects seasonal demand

What are the characteristics ’s of Flighting (intermittent) schedule

Combines continuous with flight schedule

What are the characteristics ’s of Pulse (burst) schedule

1. Full-service agency

2. Limited-service agency

3. In-house agencies

What are the types of ad agencies?

Full service Ad agency

Complete range of services

Limited Service ad agency

Contract for creative work

In house ad agency

Companies own staff

Publicity tools

Methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements (PSAs).

1. News Release:

2. News Conference

3. Public Service Announcement:

What are the 3 types of publicity tools

News release

consisting of an announcement regarding changes in the company or the product line

News conference

Representatives of the media are all invited to an informational meeting, and advance material regarding content are sent

Public service announcement

are free space or time donated by the media

A happy meal because it comes with food and a toy

What is an example of a premium

builds goodwill

what are the objectives of premuiums

consumers buy for premium not product

what are disadvantages of premiums

Kevin Hart

What is an example of a celebrity spokesperson

stimulate demand

What is the objective of a coupon

consumers delay purchase

what are the disadvantages of a coupon

encourage retailer support

what are the advantages of a coupon

increase trial; retaliate against compeititors actions

What are the objectives of deals

reduce consumer risk

what are the advantages of deals

consumers delay purchase; reduce perceived product value

what are the disadvantages of deals

increase product trial; provide in store support form other promotions

What is the objective of points of purchase display

hard ot get retailer to allocate high traffick space

what are the disadvantages of points of purchase display

season isles, endcaps

what is an example of a points of purchase display?

Product Placement

companies pay money to get products in viewing things

seeing the brand Vodka in the TV show Yellowstone

what is an example of product placement

little control over presentation of product

What is the disadvantage of product placement