Advertising Concepts

Advertising: Paid communication with consumers regarding products or services.
Reach: Percentage of the target audience that sees the advertising.
Frequency: Average number of times an individual sees the advertising; effective after 3 exposures.
Unique Selling Proposition (USP): Core reason for why a product is better than competitors; must be desirable and deliverable.
Interruptive / Push Advertising: Ads that intrude on a user’s media experience with unsolicited messages.

Awareness Campaigns: Promote brand message or values.
Direct Response Campaign: Seeks immediate consumer actions (e.g., sales, sign-ups).
Content Marketing: Provides relevant content to attract customers actively seeking information.
Permission Marketing: Gaining consent from consumers to receive targeted advertising (e.g., email lists, social follows).

PESO Model: Stands for Paid, Earned, Shared, and Owned media, facilitating an integrated marketing approach.
- Paid Media: Advertiser pays to broadcast/publish ads (e.g., Super Bowl ads, sponsored posts).
- Earned Media: Brand mentions in third-party media with no payment (e.g., positive product reviews).
- Shared Media: Content shared on social platforms enhancing reach and engagement.
- Owned Media: Content published on channels owned by the advertiser (e.g., company websites, YouTube channels).

Recency: Targeting customers at optimal purchase timing (e.g., targeting lease expirations).
Relevancy: Targeting customers with a clear need for the product (e.g., promoting to frequent travelers).
Engagement: Measuring consumer responses to ads (e.g., clicks, shares).
Conversions: Tracking how many prospects become customers (e.g., sales, sign-ups).