Advertising chapter 4 from contemporary advertising
Terms
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- Local Advertisers:
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dealers or franchise
ex: subway/taco bell - Branded Merchendice:
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government organization and non profit.
ex: Goodwill, Army,navy - Types of Local advertising:
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-product advertising
-Sale advertising
-clearencfe adv.
-Institutional
-Classified adv. - Product advertising:
-
Price line adv.
product at regular price - Sale Advertising:
- 80% of adv.
- clearance Advertising
- meand store is going out of business. Sometimes over used when business aren't going out of business
- institutional:
- Don't talk prices but credit.
- T.O.M.
-
Top of mind awareness
buy first or second thing that comes to mind to you when you need something. This is all products goals - Classified Adv.
- Local adv. trying to recruit employees
- Co-op Adv.
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Share of adv. between local retailer and distributer
ex: music stores - Vertical co-op adv.
- ex: full page ad for makeup sold my Macy's. Makeuo buys page and puts macy's name at the bottom. Doesn't cost macy's
- Horizontal co-op:
- Firms that are the same, pool dollers and advertise together.
- National advertisers
-
Don't compete with a lot of companies. focus on building brands.
ex:Mc Donalds - Regional adv.
- McDonalds
- Local adv.
- Point of purchase, comete with a lot
- Do national ad. see customers?
- NO
- What are the types of ad agencies?
- Regional and National
- General consumer agency:
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handel clients that deal with consumer accounts
ex: TV,radio,magazines - Business to Business agancies:
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Represent clients that sell product to other businesses
ex:selling computer chips to other businesses - What are the two ways to do media buying services (grinders)
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1) subcontract to as agencies
2) Bulk contracts - account executive:
- liaison between client and ad agency
- Account planner:
- defends consumers point of view.
- Bandwaggon effect:
- one does it the others follow. " they bought 5, so I will buy 10!"
- How much does commission system get?
- 15%
- What is the amount of money that the ad agency bills the client called?
- Gross
- are gross and commission interchangable?
- NO
- REP firm:
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liaison between as agencies and the media.
There are stations all over the nation - Medium:
- T.V., newspaper. Anyway the media can get things across.