CH 15-16 Flashcards
(28 cards)
is used when introducing a new product
category to build primary demand.
Informative advertising
is important with increased competition
to build selective demand.
Persuasive advertising
is important with mature products to help
maintain customer relationships and keep customers thinking
about the product.
Reminder advertising
is a measure of the percentage of people in the target market
who are exposed to the ad campaign during a given period of time.
Reach
is a measure of how many times the average person in the
target market is exposed to the message.
Frequency
is the qualitative value of a message exposure through a given
medium.
Impact
is a measure of things such as ratings, readership,
listenership, and click-through rates.
Engagement
Today’s consumers, armed with an arsenal of weapons, can choose what they watch and don’t watch. Increasingly, they are choosing not to watch ads.
Advertising clutter:
involves the creation and placing of
newsworthy information to attract attention to a person,
product, or service.
Press relations or press agency
involves publicizing specific products.
Product publicity
involves building and maintaining national or local
community relations.
Public affairs
involves building and maintaining relations with legislators and
government officials to influence legislation and regulation.
Lobbying
involves maintaining relationships with shareholders and
others in the financial community.
Investor relations
involves public relations with donors or members of nonprofit
organizations to gain financial or volunteer support.
Development
is a specific communication task to be accomplished with a specific target audience during a specific period of time.
advertising objective
2 ELEMENTS OF Advertising strategy
- creating advertising messages
2. selecting advertising media.
The brand content looks in form and function like the other natural content surrounding it.
NATIVE ADVERTISING
This execution style shows one or more “typical” people using the product in a normal setting.
Slice of life.
This execution style shows how a product fits in with a particular way of living.
Lifestyle.
This execution style creates a dream around the product or its use.
Fantasy.
This execution style builds a feeling around the product or service, such as beauty, love, intrigue, serenity, or pride.
mood or image
This execution style employs song or dance to engage viewers with the brand.
Musical.
This execution style creates a character that represents the product.
Personality symbol
This execution style shows the company’s competence in making the product.
Technical expertise