MARKETING CH 15
Terms
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- ADVERTISING
- ANY PAID FORM OF NONPERSONAL PRESENTATION & PROMOTION OF IDEAS, GOODS, OR SERVICES BY A SPONSOR
- REMINDER ADVERTISING
- IMPORTANT FOR MATURE PRODUCTS, KEEPS CONSUMERS THINKING ABOUT THE PRODUCT
- EXECUTION STYLES
-
1.SLICE OF LIFE
2.LIFESTYLE
3.FANTASY
4.MOOD OR IMAGE
5.MUSICAL
6.PERSONALITY SYMBOL
7.TECHNICAL EXPERTISE
8.SCIENTIFIC EVIDENCE
9.TESTIMONIAL EVIDENCE OR ENDORSEMENT - MAJOR MEDIA TYPES
-
1.NEWSPAPERS
2.TELEVISION
3.DIRECT MAIL
4.RADIO
5.MAGAZINES
6.OUTDOOR
7.INTERNET - OPTIMIZERS
- COMPUTER SOFTWARE APPLICATIONS THAT ALLOW MEDIA PLANNERS TO EVALUATE VAST COMBINATIONS OF TELEVISON PROGRAMS & PRICES
- POINT-OF-PURCHASE (POP) PROMOTION
- DISPLAY & DEMONSTRATION THAT TAKES PLACE AT THE POINT OF PURCHASE OR SALE
- CONTEST
- CALLS FOR CONSUMERS TO SUBMIT AN ENTRY TO BE JUDGED BY A PANEL THAT WILL SELECT THE BEST ENTRIES
- PUSH MONEY
- CASH OR GIFTS TO DEALERS TO "PUSH" THE MANUFACTURER'S GOODS
- 4 IMPORTANT DECISIONS WHEN DEVELOPING AN ADVERTISING PROGRAM
-
1.SETTING ADVERTISING OBJECTIVES
2.SETTING ADVERTISING BUDGETS
3.DEVELOPING ADVERTISING STRATEGY
4.EVALUATING ADVERTISING CAMPAIGNS - UNDIFFERENTIATED BRANDS
- THOSE THAT CLOSELY RESEMBLE OTHER BRANDS IN THEIR PRODUCT CLASS
- MEDIA VEHICLES
- SPECIFIC MEDIA WITHIN EACH GENERAL MEDIA TYPE
- ADVERTISING AGENCY
- A MARKETING SERVICES FIRM THAT ASSISTS COMPANIES IN PLANNING, PREPARING, IMPLEMENTING, & EVALUATING ALL OR PORTIONS OF THEIR ADVERTISING PROGRAMS.
- SWEEPSTAKES
- CALLS FOR CONSUMERS TO SUBMIT THEIR NAMES FOR A DRAWING
- SALES CONTEST
- CONTEST FOR SALESPEOPLE OR DEALERS TO MOTIVATE THEM TO INCREASE THEIR SALES PERFORMANCE OVER A GIVEN PERIOD
- ADVERTISING OBJECTIVE
- A SPECIFIC COMMUNICATION TASK TO BE ACCOMPLISHED WITH A SPECIFIC TARGET AUDIENCE DURING A SPECIFIC PERIOD OF TIME
- 2 MAJOR ELEMENTS OF ADVERTISING STRATEGY
-
1.CREATING ADVERTISING MESSAGES
2.SELECTING ADVERTISING MEDIA - COPY
- THE MAIN BLOCK OF TEXT IN THE AD
- MEDIA IMPACT
- THE QUALITATIVE VALUE OF A MESSAGE EXPOSURE THROUGH A GIVEN MEDIUM
- 4 AGENCY DEPARTMENTS
-
1.CREATIVE
2.MEDIA
3.RESEARCH
4.BUSINESS - PRICE PACK (CENTS-OFF DEAL)
- REDUCED PRICE THAT IS MARKED BY THE PRODUCER DIRECTLY ON THE LABEL OR PACKAGE
- ADVERTISING SPECIALTY
- USEFUL ARTICLE IMPRINTED WITH AN ADVERTISER'S NAME, GIVEN AS A GIFT TO CONSUMERS
- CONTESTS, SWEEPSTAKES, GAMES
- PROMOTIONAL EVENTS THAT GIVE CONSUMERS THE CHANCE TO WIN SOMETHING
- GAMES
- PRESENTS CONSUMERS WITH SOMETHING EVERY TIME THEY BUY, WHICH MAY OR MAY NOT HELP THEM WIN A PRIZE
- PUBLIC RELATIONS
- BUILDING GOOD RELATIONS WITH THE COMPANY'S PUBLICS BY OBTAINING FAVORABLE PUBLICITY, BUILDING UP A GOOD CORPORATE IMAGE, & HANDLING UNFAVORABLE RUMORS, STORIES, & EVENTS
- MAIN CONSUMER PROMOTION TOOLS
-
1.SAMPLES
2.COUPONS
3.CASH REFUNDS
4.PRICE PACKS
5.PREMIUMS
6.ADVERTISING SPECIALTIES
7.PATRONAGE REWARDS
8.POINT-OF-PURCHASE DISPLAYS & DEMONSTRATIONS
9.CONTESTS, SWEEPSTAKES, & GAMES - CLASSIFICATIONS OF ADVERTISING OBJECTIVES (PURPOSES)
-
1.INFORM
2.PERSUADE
3.REMIND - MAJOR STEPS IN MEDIA SELECTION
-
1.DECIDING ON REACH, FREQUENCY, & IMPACT
2.CHOOSING AMONG MAJOR MEDIA TYPES
3.SELECTING SPECIFIC MEDIA VEHICLES
4.DECIDING ON MEDIA TIMING - SALES PROMOTION
- SHORT-TERM INCENTIVES TO ENCOURAGE THE SALE OF A PRODUCT OR SERVICE
- PATRONAGE REWARD
- CASH OR OTHER AWARD FOR THE REGULAR USE OF A CERTAIN COMPANY'S PRODUCTS OR SERVICES
- ALLOWANCE
- PROMOTIONAL MONEY PAID BY MANUFACTURERS TO RETAILERS IN RETURN FOR AN AGREEMENT TO FEATURE THE MANUFACTURER'S PRODUCTS IN SOME WAY
- FUNCTIONS OF PUBLIC RELATIONS DEPARTMENTS
-
1.PRESS RELATIONS OR PRESS AGENTRY
2.PRODUCT PUBLICITY
3.PUBLIC AFFAIRS
4.LOBBYING
5.INVESTOR RELATIONS
6.DEVELOPMENT - INFORMATIVE ADVERTISING
- USED WHEN INTRODUCING A NEW PRODUCT CATEGORY, OBJECTIVE IS TO BUILD PRIMARY DEMAND
- MESSAGE STRATEGY STEPS
-
1.PLAN A MESSAGE STRATEGY
2.DEVELOP A COMPELLING CREATIVE CONCEPT ("BIG IDEA") - REACH
- THE PERCENTAGE OF PEOPLE IN THE TARGET MARKET WHO ARE EXPOSED TO THE AD CAMPAIGN DURING A GIVEN PERIOD OF TIME
- SELECTING MEDIA VEHICLES
-
1.THE PLANNER SHOULD BALANCE COSTS AGAINST THE MEDIA VEHICLE'S AUDIENCE QUALITY
2.THE MEDIA PLANNER SHOULD CONSIDER AUDIENCE ATTENTION
3.THE PLANNER SHOULD ASSESS THE VEHICLE'S EDITORIAL QUALITY - SALES PROMOTION TARGETS
-
1.FINAL BUYERS (CONSUMER PROMOTIONS)
2.BUSINESS CUSTOMERS (BUSINESS PROMOTIONS)
3.RETAILERS & WHOLESALERS (TRADE PROMOTIONS)
4.MEMBERS OF THE SALES FORCE (SALES FORCE PROMOTIONS) - ADVERTISING ALLOWANCE
- COMPENSATES RETAILERS FOR ADVERTISING THE PRODUCT
- TOOLS OF PUBLIC RELATIONS PROFESSIONALS
-
1.NEWS
2.SPEECHES
3.SPECIAL EVENTS
4.WRITTEN MATERIALS
5.AUDIOVISUAL MATERIALS
6.CORPORATE IDENTITY MATERIALS
7.PUBLIC SERVICE ACTIVITIES - PERSUASIVE ADVERTISING
- BECOMES IMPORTANT AS COMPETITION INCREASES, THE COMPANY'S OBJECTIVE IS TO BUILD SELECTIVE DEMAND
- CONTINUITY
- SCHEDULING ADS EVENLY WITHIN A GIVEN PERIOD
- SAMPLE
- A SMALL AMOUNT OF A PRODUCT OFFERED TO CONSUMERS FOR TRIAL
- DISCOUNT
- A STRAIGHT REDUCTION IN PRICE ON PURCHASES DURING A STATED PERIOD OF TIME
- DISPLAY ALLOWANCE
- COMPENSATES RETAILERS FOR USING SPECIAL DISPLAYS
- COMPARATIVE ADVERTISING
- WHERE A COMPANY COMPARES ITS BRAND WITH OTHER BRANDS
- 3 CHARACTERISTICS OF ADVERTISING APPEALS
-
1.MEANINGFUL
2.BELIEVABLE
3.DISTINCTIVE - FREQUENCY
- A MEASURE OF HOW MANY TIMES THE AVERAGE PERSON IN THE TARGET MARKET IS EXPOSED TO THE MESSAGE
- PULSING
- SCHEDULING ADS UNEVENLY OVER A GIVEN TIME PERIOD
- COUPON
- CERTIFICATE THAT GIVES BUYERS A SAVING WHEN THEY PURCHASE A SPECIFIED PRODUCT
- CASH REFUND OFFER (REBATE)
- OFFER TO REFUND PART OF THE PURCHASE PRICE OF A PRODUCT TO CONSUMERS WHO SEND A "PROOF OF PURCHASE" TO THE MANUFACTURER
- FREE GOODS
- EXTRA CASES OF MERCHANDISE OFFERED TO RESELLERS WHO BUY A CERTAIN QUANTITY OR WHO FEATURE A CERTAIN FLAVOR OR SIZE