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Marketing Chapter 15 > Chapter 19 > Flashcards

Chapter 19 Flashcards

1
Q

Product Advertising

A

Advertisements that focus on selling a product or service and which take three forms 1) pioneering 2) competitive 3) reminder

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2
Q

Institutional Advertisements

A

Advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service

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3
Q

Message Content

A

Informational ads

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4
Q

Message Creativity

A

Determined by both the originality and appropriateness of the message used to inform and persuade

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5
Q

Message Appeals

A

Creative information and persuasive content combined in the form of an appeal that provides a reason for the consumer to act

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6
Q

Reach

A

The number of different people or households exposed to an advertisement

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7
Q

Frequency

A

The average number of times a person in the target audience is exposed to a message or an advertisement

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8
Q

Gross Rating Points (GRPs)

A

A reference number used by advertisers that is obtained by multiplying reach by frequency

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9
Q

Cost Per Thousand (CPM)

A

The cost of reaching 1,000 individuals or households with the advertising message in a given medium

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10
Q

Media Alternatives Pros and Cons

A

Page 228 figure 3

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11
Q

Informericals

A

Program length (30 mins) advertisements that take an educational approach to communication with potential customers

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12
Q

Rich Media

A

Interactive ads have drop-down menus, built-in games, or search engines to engage viewers

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13
Q

Mobile Marketing

A

The broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device

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14
Q

Buyer Turnover

A

How often new buyers enter the market to buy the product

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15
Q

Purchase Frequency

A

The more frequently the product is purchased, the less repetition is required

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16
Q

Forgetting Rate

A

The speed with which buyers forget the brand if advertising is not seen

17
Q

Pretests

A

Test conducted before an advertisement is placed in any medium to determine whether it communicated the intended message or to select among alternative versions of the advertisement

18
Q

Full-Service Agency

A

An advertising agency that provides the most complete range of services, including marketing research, media selection, copy development, artwork, and production

19
Q

Limited-Service Agency

A

An advertising agency that specializes in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously purchased media space, or providing internet services

20
Q

In-House Agency

A

Consists of the company’s own advertising staff, who may provide full services or a limited range of services

21
Q

Posttests

A

Tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose

22
Q

Consumer-Oriented Sales Promotions

A

Sales tools used to support a company’s advertising and personal selling directed to ultimate consumers, Also called consumer promotions

23
Q

Sales Promotion Pros and Cons

A

Pg 231, figure 6

24
Q

Trade Oriented Sales Promotions

A

Sales tools used to support a company’s advertising and personal selling directed to wholesales, distributors, or retailers

25
Q

Publicity Tools

A

Methods of obtaining a nonpersonal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements

26
Q

News Release

A

An announcement regarding changes in the company or product line - informs newspapers, radio stations, etc. of an idea for a story

27
Q

News Conference

A

Representatives of the media are all invited to an informal meeting, and advance materials regarding the content sent

28
Q

Public Service Announcements

A

Free spare or time donated by the media

Marketing Chapter 15 (6 decks)

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