Ch 16: Advertising, Public Relations, and Sales promotions

Advertising

Impersonal, mass communication about a product or organization that is paid for by a marketer.

Institutional Advertising

Advertising designed to establish, change, or promote the corporation's identity as a whole.

Advocacy Advertising

A form of institutional advertising that safeguards against negative consumer attitudes and enhances the company's credibility.

Product Advertising

Advertising that promotes the benefits of a specific good or service.

Pioneering Advertising

Advertising intended to stimulate primary demand for a new product or product category.

Competitive Advertising

Advertising used when a product enters the growth phase to influence demand for a specific brand.

Comparative Advertising

Advertising that directly or indirectly compares two or more competing brands.

Advertising Campaign

A series of related advertisements focusing on a common theme, slogan, and advertising appeals.

Advertising Objective

The specific communication task an advertising campaign should accomplish for a specified target audience.

AIDA Model

A creative strategy that focuses on creating Attention, Interest, Desire, and Action in an advertising campaign.

Advertising Appeal

Identifies a reason for a person to buy a product and typically plays off consumers' emotions.

Unique Selling Proposition

The specific feature or benefit that makes a product stand out from its competitors.

Media Decisions

The process of choosing the channel used to convey a message to a target market.

Cost per Contact (CPM)

The cost of reaching one member of the target market, allowing comparison of media vehicles.

Reach

The number of target customers exposed to a commercial at least once during a specific period.

Frequency

The number of times an individual is exposed to a given advertising message during a specific period.

Audience Selectivity

The ability of a medium to reach a precisely defined market.

Media Mix

The combination of media used in an advertising campaign.

Media Schedule

A plan designating the mediums to be used in an advertising campaign, along with insertion dates.

Continuous Media Schedule

A schedule where advertising runs steadily throughout the advertising period.

Flighted Media Schedule

A schedule that heavily runs ads every other month or every two weeks to increase impact.

Pulsing Media Schedule

Combines continuous scheduling with flighted scheduling; more frequent during peak sale periods.

Public Relations

The element in the promotional mix that evaluates public attitudes and executes programs for public understanding.

Publicity

The effort to capture media attention, often through press releases or human-interest stories.

Product Placement

A strategy involving getting a product to appear in movies, TV shows, or other media.

Consumer Education

Efforts by firms to educate consumers to foster customer loyalty.

Public Relations Tools

Techniques and outlets used to promote and manage the public image of an organization, including press releases, newsletters, and social media.

Types of Sales Promotion

Methods and strategies used to increase short-term sales, including discounts, coupons, rebates, contests, and free samples.

Sales Promotion Objectives

Goals to be achieved through sales promotions, such as stimulating trial purchases, increasing customer loyalty, or clearing old inventory.

Public Service Announcement (PSA)

A type of public relations tool that provides information on social, health, or other issues to benefit the public.

Event Sponsorship

A public relations tool where a company supports an event in exchange for brand exposure and recognition.

Trade Shows

Events where companies display their products and services to potential buyers, providing an opportunity for direct interaction.

Consumer Promotions

Sales promotions aimed directly at consumers to encourage purchases, such as in-store promotions or loyalty programs.

Trade Promotions

Sales promotions aimed at wholesalers and retailers to encourage them to stock products, such as trade allowances or cooperative advertising.

Point of Purchase Displays

Promotional materials located at the point of sale to attract customer attention and drive sales.

Online Promotions

Sales promotions conducted through digital channels, including social media ads, email marketing, and online contests.