Promotion Part 2: Advertising Concepts

These flashcards cover key terms and concepts related to advertising objectives and media metrics.

Awareness Objective

To increase brand recognition by featuring the brand name prominently and using entertaining appeals.

Informative Objective

To disseminate specific information about the product, including customer value and functionality.

Persuasive Objective

To change consumer attitudes towards the brand by evoking emotional responses.

Reminder Objective

To maintain customer relationships by reminding consumers of the product's existence.

Product Placement

When products are shown as props or used as an integral part of media such as TV shows, movies, or video games.

Product Integration

Commercial products that are woven into the storyline of a television program or movie.

Reach

The number or percentage of people or households exposed to an advertisement at least once over a specific time period.

Frequency

The average number of times a person who is reached is exposed to an advertisement.

GRP (Gross Rating Points)

A measure that is calculated as reach multiplied by frequency to indicate overall exposure in marketing.

CPP (Cost per Point)

The cost required to achieve one Gross Rating Point.

CPM (Cost Per Thousand)

The cost to reach 1,000 people one time with an advertisement.