Flashcards in Marketing Ch.18 Deck (55)
used in introductory stage. Tells what it is, what it can do, where it can be found.
- advertising that promotes a specific brands features and benefits. Persuade target market to buy this brand rather than other.
shows one brands strengths relative to those of competitors
used to reinforce previous knowledge of a product.
assure current users they are doing the right thing
to build goodwill or an image for an org. rather than promote a specific good/service
- state the position of the company on an issue
Pioneering Institutional Advertisements
used for announcements about what a company is what. What it can do and where it is located
Competitive Institutional Advertisements
promote the advantages of one product class over another and are used in markets where different product classes compete for the same buyers.
Reminder Institutional Advertisements
bring the company's name to attention of the target market again. Ex. Us army uses to remind potential recruits of the opportunities in the army
suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service
suggest to the audience that the product will increase the attractiveness of the user.
imply either directly or subtly that the product is more fun or exciting than competitors offerings.
the means by which the message is contributed
number of different people or household exposed to an advertisment
the % of households in a market that are tuned to a particular TV show or radio station.
when they want to reach a household more than once, Average number of times a person is exposed to message.
Gross Rating Points
Cost per thousand (CPM)
cost of reaching 1,000 individuals or households with the advertising message in a given medium
television as medium
expensive, wasted civerage
magazines as medium
easy to get to specific interest groups. expensive
radio as medium
limited use for products that must be seen
newspapers as medium
great local reach potential
low cost, good when proj is well known. effective for reminding
how often buyers enter market. Higher turnover, greater amount of advertising required
the more frequently the product is purchased the less repetition is required
- the speed with which buyers forget the brand if advertising is not seen
- when seasonal factors are unimportant, advertising is run at a continuous or stead schedule thought the year
periods of advertising are scheduled between periods of no advertising to reflect seasonal demand