Advertising exam 3 marketing

Advertising

A paid, mass-mediated attempt to persuade.

Pioneer Advertising

Advertising that helps the whole industry.

Competitive Advertising

Advertising that promotes why a product is superior to competitors.

Comparison Advertisements

Advertisements that compare features to those of competitive brands.

Institutional Advertising

Advertising that promotes socially approved behaviors for the public good.

Reach

The number of people or households in a target audience that will be exposed to a media vehicle.

Frequency

The average number of times an individual or household within a target audience is exposed to a media vehicle.

Media Class

The broad category of media such as TV, newspapers, billboards, etc.

Media Vehicle

The specific entity of the media class used for advertising.

Gross Rating Points (GRP)

A measure that represents the total exposure of an advertisement to an audience, calculated as reach multiplied by frequency.

Effective Frequency

The number of times a target audience needs to be exposed to a message before achieving the advertiser's objectives.

Continuity

The pattern of placement of advertisements in a media schedule.

Mass Media

Forms of media that reach many people simultaneously and require technology.

Mass Communication Systems

Communication systems with little opportunity for contact or interaction, offering delayed feedback.

Humor Appeals

The use of humor in advertisements to create positive or negative effects.

Fear Appeals

Advertising strategy aimed at scaring audiences into paying attention to a product.

Testimonial Ads

Advertisements where a spokesperson takes an advocacy position.

Attitude toward an Ad

The process by which an advertisement influences a consumer's attitude toward a brand and subsequently their behavior.

Recognition vs Recall

Recognition: Ability to pick out an ad from multiple options; Recall: Ability to remember an ad with no prompts.

Zeigarnik Effect

A psychological phenomenon where interrupted tasks lead to deeper processing and recall.

Newspaper Strengths

Trusted, more informative, less offensive, and credible sources of advertising.

Magazine Strengths

Specialized audience, high visual quality, and segmentation advantages.

TV Rating System

Measures the percentage of TVs watching a show, providing insights into ad effectiveness.

Outdoor Media

Advertising mediums such as posters and billboards that are typically obtrusive and must convey simple messages.

Radio Strengths

Selective targeting, imagination engagement, and good audience reach.