Flashcards in CH 15-16 Deck (28)
is used when introducing a new product
category to build primary demand.
is important with increased competition
to build selective demand.
is important with mature products to help
maintain customer relationships and keep customers thinking
about the product.
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.
is a measure of how many times the average person in the
target market is exposed to the message.
is the qualitative value of a message exposure through a given
is a measure of things such as ratings, readership,
listenership, and click-through rates.
consumers, armed with an
arsenal of weapons, can
choose what they watch
and don’t watch.
Increasingly, they are
choosing not to watch ads.
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.
involves building and maintaining national or local
involves building and maintaining relations with legislators and
government officials to influence legislation and regulation.
involves maintaining relationships with shareholders and
others in the financial community.
involves public relations with donors or members of nonprofit
organizations to gain financial or volunteer support.
is a specific communication task to be accomplished with a specific target audience during a specific period of time.
2 ELEMENTS OF Advertising strategy
1. creating advertising messages
2. selecting advertising media.
The brand content looks in form and function like the other natural content surrounding it.
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.
This execution style creates a dream around the product or its use.
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.
This execution style creates a character that represents the product.
This execution style shows the company’s competence in making the product.
This execution style presents survey or data that the brand is better or better liked than one or more other brands.
This execution style features a highly believable or likable source recommending the product.
Testimonial evidence or endorsement.
vehicles through which advertising methods are delivered to their intended audiences