unit 3 Flashcards
(13 cards)
Advertising
any paid form of non personal promotion by an identified sponsor
Promotional Advertising
advertising a specific good/service attempting to increase sales
Institutional Advertising
advertising that attempts to create a favorable impression of a business
Advertising Drawbacks
Mass medium, so it isn’t individualized
Very expensive
Can be inefficient- reader or listener may not be customer or may not be exposed to advertising
Difficult to determine effectiveness
Advertising media
the agencies, means or instruments used to convey advertising messages to the public
Types of advertising media -A written advertising message
Newspaper
Magazine
Direct Mail
Directory
Outdoor advertising
Signs
Posters
Billboards
Spectacular
Transit
Buses
Cabs
Mass Transit (subways/ DART
Mobile billboard
Broadcast Media
the ultimate form of Mass media
Broadcast Media
Television
Radio
Internet
Specialty Media
Premiums- low cost items given to consumers at a discount
Giveaways- items given to consumers for free on a trial basis
Incentive- award or rewards to motivate and encourage consumer to purchase item
Cooperative Advertising -is cost sharing agreement whereby manufacturer or wholesaler and local advertiser pay jointly for advertising
Advertising Agency
an independent business that specializes in designing and placing advertising for other businesses for a fee
In house advertising
An advertising department within a business that develops and places adverting for their own business
AIDA Advertising Formula
Attention- get viewer’s attention in first 3 seconds
What’s you’re main selling point
Interest - The consumer becomes interested in learning about your product benefits and how it fits with their lifestyle
Desire - I like this product, I want this product, This product could save my need/want (it’s much stronger than these)
Action - The consumer forms a purchase intention to make a purchase
