Flashcards in CH 15-16 Deck (28)
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1
is used when introducing a new product
category to build primary demand.
Informative advertising
2
is important with increased competition
to build selective demand.
Persuasive advertising
3
is important with mature products to help
maintain customer relationships and keep customers thinking
about the product.
Reminder advertising
4
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
5
is a measure of how many times the average person in the
target market is exposed to the message.
Frequency
6
is the qualitative value of a message exposure through a given
medium.
Impact
7
is a measure of things such as ratings, readership,
listenership, and click-through rates.
Engagement
8
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:
9
involves the creation and placing of
newsworthy information to attract attention to a person,
product, or service.
Press relations or press agency
10
involves publicizing specific products.
Product publicity
11
involves building and maintaining national or local
community relations.
Public affairs
12
involves building and maintaining relations with legislators and
government officials to influence legislation and regulation.
Lobbying
13
involves maintaining relationships with shareholders and
others in the financial community.
Investor relations
14
involves public relations with donors or members of nonprofit
organizations to gain financial or volunteer support.
Development
15
is a specific communication task to be accomplished with a specific target audience during a specific period of time.
advertising objective
16
2 ELEMENTS OF Advertising strategy
1. creating advertising messages
2. selecting advertising media.
17
The brand content looks in form and function like the other natural content surrounding it.
NATIVE ADVERTISING
18
This execution style shows one or more “typical” people using the product in a normal setting.
Slice of life.
19
This execution style shows how a product fits in with a particular way of living.
Lifestyle.
20
This execution style creates a dream around the product or its use.
Fantasy.
21
This execution style builds a feeling around the product or service, such as beauty, love, intrigue, serenity, or pride.
mood or image
22
This execution style employs song or dance to engage viewers with the brand.
Musical.
23
This execution style creates a character that represents the product.
Personality symbol
24
This execution style shows the company’s competence in making the product.
Technical expertise
25
This execution style presents survey or data that the brand is better or better liked than one or more other brands.
Scientific evidence.
26
This execution style features a highly believable or likable source recommending the product.
Testimonial evidence or endorsement.
27
vehicles through which advertising methods are delivered to their intended audiences
advertising media
28
