Marketing Ch.18 Flashcards Preview

Marketing > Marketing Ch.18 > Flashcards

Flashcards in Marketing Ch.18 Deck (55)
Loading flashcards...
1

Pioneering

used in introductory stage. Tells what it is, what it can do, where it can be found.

2

Competitive

- advertising that promotes a specific brands features and benefits. Persuade target market to buy this brand rather than other.

3

Comparative advertising

shows one brands strengths relative to those of competitors

4

Reminder

used to reinforce previous knowledge of a product.

5

Reinforcement

assure current users they are doing the right thing

6

Institutional Advertisements

to build goodwill or an image for an org. rather than promote a specific good/service

7

Advocacy

- state the position of the company on an issue

8

Pioneering Institutional Advertisements

used for announcements about what a company is what. What it can do and where it is located

9

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.

10

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

11

Fear Appeals

suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service

12

Sex Appeals

suggest to the audience that the product will increase the attractiveness of the user.

13

Humorous Appeals

imply either directly or subtly that the product is more fun or exciting than competitors offerings.

14

Advertising media

the means by which the message is contributed

15

Reach-

number of different people or household exposed to an advertisment

16

Rating

the % of households in a market that are tuned to a particular TV show or radio station.

17

Frequency

when they want to reach a household more than once, Average number of times a person is exposed to message.

18

Gross Rating Points

reach*frequency

19

Cost per thousand (CPM)

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

20

television as medium

expensive, wasted civerage

21

magazines as medium

easy to get to specific interest groups. expensive

22

radio as medium

limited use for products that must be seen

23

newspapers as medium

great local reach potential

24

outdoor ads

low cost, good when proj is well known. effective for reminding

25

buyer turnover

how often buyers enter market. Higher turnover, greater amount of advertising required

26

Purchase Frequency-

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

27

Forgetting rate

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

28

Continuous(stead) schedule

- when seasonal factors are unimportant, advertising is run at a continuous or stead schedule thought the year

29

Flighting(intermittent) schedule

periods of advertising are scheduled between periods of no advertising to reflect seasonal demand

30

Pules (burst) schedule-

a flighting schedule is combined with continuous because of increases in demand. Heavy period of promotion, or introduction of a new product.