Untitled Flashcards Set

Advertisement 

Nonpersonal paid form of communication 

Two main types of advertising 

Product 

3 forms 

Pioneering/informational product ad (1^st stage of PLC) 

What a product is, what a product can do for the customer, and where the product can be found 

Competitive/persuasive ad (2^nd stage of PLC) 

Benefits of using company’s product over the competitor's ad 

Reminder ad 

Ads that talk about the past positive experience customers have 

Institutional 

4 forms 

Advocacy institutional ad: company stands on a specific issue 

Pioneering institutional ad: what a company can do for its customers where it is located 

Competitive institutional ad: talks about benefits of using one product class over product classes 

Reminder institutional: past experience 

3 steps in the advertising process 

Developing 

3 steps 

Executing 

Evaluating 

Developing 

Identification of target audience 

What is the objective of the ad 

What is the budget for the ad 

Design 1) information 2) persuasion 3) 1+2 appeal 

Human appeal 

Fear appeal 

Selection of the media 

What is the right time to show the ad (scheduling) 

Selecting the right media 

Basic terms 

Reach: # of people who are exposed to the ad 

Rating: # of households who like a particular show/series 

Gross rating points: multiply each by frequency 

Cost per thousand: how much it costs to reach a thousand people at a time 

Executing the advertising program 

Pretesting the advertising 

Portfolio pretesting 

Group members are commenting on several ads 

Jury pretesting 

Ad is shown to experts in the field 

Theatre pretesting 

Customer is shown ads in the theatre, then they are given survey 

Evaluating the advertising program 

Post testing the advertising 

Aided recall 

Ad is shown to customer, then they must recall the product shown 

Unaided recall 

Ad is now shown, customer must recall product 

Attitude 

Getting feedback on the ad shown to them 

Sales 

Effectiveness of medium in certain places on the sales 

Sales promotion 

Promotion that takes place for a short period of time 

US companies spend 100 billion dollars on sales promotion per year