Marketing Ch.18 Flashcards Preview

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Flashcards in Marketing Ch.18 Deck (55):
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

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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.

31

Portfolio Tests

to test copy alternatives. The test ad is placed in a portfolio with several other ads and stories and consumers are asked to read through. After the subjects asked for impressions of the ads.

32

Jury Tests

show the ad copy to a panel of consumers and having them rate how they liked it how much it drew their attention and how attractive they though it was.

33

Theater tests

most sophisticated. Consumers are invited to view new TV shows or movies in which test commercials are also shown viewers register their feelings about the ads either on handheld electronic recording devices used during the viewing or on questionnaires after.

34

Full service agency

provides the most complete range of services including market research, media selection, copy development, artwork and production.

35

Limited service agency

specialize in one aspect of process

36

In house agencies

made up of company's own staff

37

Aided recall-

after being shown an ad, respondents area sked whether their exposure to it was through reading, viewing or listening.

38

Unaided recall

ask questions without an prompting to determine whther they saw or heard the ad program

39

Attitude Test

respondents are asked questions to measure changes in their attitudes after an advertising campaign such as whether they have a more favorable attitude

40

Inquiry Test

Additional product information, product samples, or premiums are offered to an ad’s readers or viewers. Ads generating the most inquiries are presumed to be the most effective.

41

Sales tests

Sales tests involve studies such as controlled experiments (e.g., using radio ads in one market and newspaper ads in another and comparing the results) and consumer purchase tests (measuring retail sales that result from a given advertising campaign).

42

Consumer Oriented Sales Promotion

- aka consumer promotions are sales tools used to support a company's advertising and personal selling

43

Coupons

- sales promotions that usually offer a discounted price to a consumer

44

Deals

s- short term price reductions commonly used to inc trial among potential customers

45

Premiums

- used with consumers, consists of merchandise offered free or at significant savings over its retail price.

46

contest

- consumers apply their skill or analytical or creative thinking to try to win a prize

47

sweepstakes

sales promotion that require participants to submit some kind of entry but pure game of chance

48

samples

free trials/ reducd price trials

49

loyalty programs

encourage repeat purchases

50

point of purcahse displays

- These product displays take the form of advertising signs, which sometimes actually hold or display the product

51

rebates

offers the return of money based on proof of purchase

52

product placements

- use of brand name products in movies/tvshows

53

Trade oriented sales promotion

trade promotions , are sales tools used to support a company’s advertising and personal selling directed to wholesalers, retailers, or distribution

54

Merchandise allowance-

Reimbursing a retailer for extra in-store support or special featuring of the brand

55

Cooperative Advertising

programs by which manufacturer pays a percentage of the retailers local advertising expense