COMM 2331 Exam 2

public relations

coordinated attempt to create a favorable product image by supporting certain activities or programs, publishing commercially significant news in a widely circulated medium, or obtaining favorable publicity that isn't paid for by company selling the product

corporate advertising

advertising-related means of contributing to the company's and brand’s communication objectives and position; promote the company overall

Advocacy advertising

addresses social, business, or environmental issues

Cause-related marketing

companies link with charities or nonprofits

Price-off promotion

reduce distributor's cost and allow a larger profit for the distributor

Cooperative advertising

both manufacturer and distributor contribute funds toward retail advertising

Sales contests

financial incentives for distributors through sales contests

Sales education

info available to facilitate distributor's training of sales staff

Sampling

75% of consumers who receive sample will try it, about 20% will purchase

Premiums

articles of merchandise offered for free or discounted; ex. Giveaways

Price-off techniques

refunds or rebates, bonus packs, direct price-offs, warranties

Repeat-purchase

 packaging designed to encourage consumer to buy the product again, ex; refillable packaging

Slotting allowance

the fees manufactures pay retailers for access to a slot, or location to retailer's product

Shelf-level importance

Where product is on a shelf= more or less people buy it, consumers most likely to purchase product that is at eye level

Measured media

any type of media that can be tracked and analyzed

Newspapers

strengths: Audience in appropriate mental frame to process messages, Mass audience coverage, Flexibility, Ability to use detailed copy, Timeliness

weaknesses: Clutter, Not a highly selective medium (print), Higher rates for occasional advertisers, Average reproduction quality (print), Complicated buying for national advertisers, Changing composition of readers Declining readership

Magazines

strengths: Some magazines reach large audiences, Selectivity, Long life, High reproduction quality, Ability to present detailed information, Ability to convey information authoritatively, High involvement potential

weakness: Not intrusive, Long lead times, Clutter, Somewhat limited geographic options (print) Variability of circulation patterns by market

Radio

strengths: Ability to reach segmented audiences, Intimacy, Economy, Short lead times, Transfer of imagery from TV, or social media, Use of local personalities

weaknesses: Clutter, No visuals, Audience fractionalization, Buying difficulties

television

strengths: Demonstration ability, Intrusion value, Ability to generate excitement, One-on-one reach, Ability to use humor, Effective with sales force and trade, Ability to achieve impact

weaknesses: Rapidly expanding cost, Erosion of viewing audiences, Audience fractionalization, Zipping and zapping, Clutter, Cord cutting and streaming

television programming time periods

Early morning: 5 A.M. to 9 A.M, Daytime: 9 A.M. to 4 P.M, Early fringe: 4 P.M. to 7 P.M, Prime access: 7 P.M. to 8 P.M, Prime time: 8 P.M. to 11 P.M, Late fringe: 11 P.M. to 2 A.M, Overnight: 2 A.M. to 5 A.M.

network advertising

Useful when selling a product nationally on major networks, Expensive but is a cost-efficient means to reach mass audience

spot advertising

Advertising is placed only in selected markets, Regional-oriented marketing and geodemographic segmentation of consumer markets

syndicated programming

Occurs when an independent company sells a show to as many network-affiliated or cable TV stations as possible

cable advertising

Uses narrowcasting to reach 85% of all households of economically upscale and young subscribers

local advertising

Local advertisers are turning to television as it is inexpensive during the fringe time

Radio advertising periods

Morning drive: 5 A.M. to 10 A.M, Midday: 10 A.M. to 3 P.M, Afternoon drive: 3 P.M. to 7 P.M, Evening: 7 P.M. to Midnight, Late night: Midnight to 7 A.M.

nielsen people meter

also known as the Nielsen Meter, is a system developed by Arbitron (now Nielsen Audio) to measure how many people are exposed to individual radio stations and television stations.

Media vehicles

the specific broadcast programs or print choices in which advertisements are placed

Pulsing

Maintains continuity, but promotional efforts are stepped up at times

Continuity

Regular pattern of advertising without gaps or non advertising periods.

Flighting

Intermittent periods of advertising and non advertising.

Reach

The percentage of a target audience (e.g., homes) that is exposed at least once (e.g., 1, 2, 3, ...) during a specified time frame to the media vehicles containing the ad message

Effective reach

Percentage of audience reached at each effective frequency increment, Based on assumption that one exposure to ad may not be enough to convey desired message.

Gross rating points

an indicator of the amount of gross weight that a particular advertising schedule is capable of delivering

Scheduling

Timing promotional efforts so they coincide with highest potential buying times

Recency

The idea that advertising will have the most effect on someone who is in the market for the product and that planners should attempt to reach that consumer as close as possible to their purchase decision.

publicity

communications regarding an organization, product, service, or idea that are not directly paid for or run under identified sponsorship

viral marketing

the act of propagating marketing-relevant messages through the help and cooperation of individual consumers

event marketing

where a company or brand is linked to an event, or where a themed activity is developed for te purpose of creating experiences for consumers and promoting a product or service

MPR

PR activites designed to support marketing objectives and programs

cost per thousand (CPM)

computation used in evaluating the relative cost of various media vehicles that represents the cost of exposing 1,000 members of a target audience to an advertising message

press release

factual and interesting information released to the press

merchandise allowance

as a compensation for a retailer’s special promotional efforts, a manufacturer or distributor reduces the wholesale price of a good

media buyer

implements the media plan by purchasing the actual time and space

traditional media

print media

geo-targeting

helps you create more relevant messaging for your target audience, increases online traffic to your company's website, and boosts foot traffic to your brick-and-mortar stores

testimonials

where a consumer praises the product or service on the basis of personal experience with it

image-building function

the process of shaping and managing the perception of a person, brand, or organization by its environment