Details Title: Advertising and PR Description: Test 2 Total Flash Cards: 39 Created: 04/23/2007 19:00:07		New Users: To study from this flashcard set, or to create your own your own study flash cards, REGISTER HERE. Existing Users: CLICK HERE. Additional Marketing Flashcards
Cards in this set: Term Advantages of TV adv Definition Creativity/Impact, Coverage/Cost Effectiveness, Captivity/Attention, Selectivity/Flexibility Term Disadvantages of TV adv Definition Cost, Clutter, Limited attention, Distrust Term Network, local, syndication charactoristics Definition Network - affiliated stations are linked and purchases are simple. Local - shown on local stations. Syndication - sold and distributed station by station Term Network vs Spot Definition Reach is primary consideration but ease of purchase also Term National vs. Local spot Definition Spots purchased by national advertisers are known as national spots Term Sponsor, Participate, or Spot Definition Method of buying affects cost, commitment, and identification Term Specific Daypart and Weeks Definition scheduling depends on reach and frequency requirements Term Cable TV charactoristics (Adv/Disadv) Definition 1. National, Regional - Highly selective "narrow casting" / Audience fragmented. 2. Target a specific geographic area - reach specialized / lacks penetration in major markets Term Rating = Definition Households to show / Total U.S. Households Term Share = Definition Households tuned to show / U.S. households using TV Term Magazine Adv/Disadv Definition Selectivity, reporduction quality, creative flexibility -- cost, limited reach and frequency, clutter and competition Term Newspaper Adv/Disadv Definition Extensive penetration, flexibility, geographic selectivity -- production quality low, short life span, clutter Term Bleed pages Definition advertisements that extend all the way to the end of the page with no margins to give the impression of being a larger ad (more dramatic impact) -- one large picture Term Gatefolds Definition a third page fold out that gives an ad the appearance of being extra large -- ie: Centerfolds Term Primary circulation Definition the number of copies distributed to these original subscribers or purchasers Term Controlled-circulation basis Definition copies sent (usually free) to individuals the publisher believes can influence the copmany's purchases Term Pass-along readership Definition when the primary subscriber gives a magazine to another person to read (ie: doctors office) Term Display advertising (newspaper) Definition found throughout newspapers with illustrations, headlines, white space, and other visual devices along with text. These account for 70% of newspaper ad's Term Classified Advertising Definition newspaper ad's arranged under subheads according to the product or service offered Term Preprinted inserts Definition ads that do not appear in the paper itself, rather are printed by the advertiser and then inserted into the paper Term General rates (newspaper) Definition Published rate structure Term Preferred position (newpaper) Definition General rate + % for desired section or for color Term Run-of-Paper (ROP) (newspaper) Definition no specific location requested +/- % local edition (zone) rate Term Flat rate (newspaper) Definition volume buy Term Open Rate (newspaper) Definition generic buy, one purchase Term Combination Rate (newspaper) Definition Multiple paper Term Types of out-of-home advertising Definition Street furniture (bus shelters, kiosks), Alternative Media (Arenas, Campuses, Cinema), Transit (Buses, airports, Taxi) Term Advantages of Outdoor Adv. Definition Wide coverage of Local markets, Frequency, Geographic flexibility Term Disadvantages of outdoor Adv. Definition Waste coverage, limited message capabilities, cost Term Direct Marketing is... Definition direct efforts to a target audience using media for the purpose of soliciting a response by phone, ail, internet, or personal visit Term Forms of Direct Marketing Definition Database Marketing, Telemarketing, TV direct Response. Term Adv/Disadv. of Direct Response Definition Adv: Narrowly defined audiences, very accurate, personalized message. Disadv: High cost per contact, image problem, mailing list must be current Term Types of Consumer-Oriented Promotional tools versus Trade-Oriented Definition Consumer: Samples, Coupons, Sweepstakes, Rebates, Event marketing. Trade: Contests/Dealer incentives, Point-of-Purchase displays, Trade shows Term Objectives of Consumer Promo's Definition Obtain Trail and Repurchase, Increase Consumption, Defend Current customers, Target a specific segment, Enhance IMC-build brand equity. Term Trade-Oriented Sales Promo Objectives Definition Obtain distribution of new products, maintain support, encourage retailers to display and promote existing brands, build retail inventories Term Public Relations means... Definition The management function which evaluates public attitudes, indentifies polices with the public interest, and execute a program of action to earn public understanding and acceptance. Term Publicity Definition the generation of news that appears in broadcast or print media. This is a short-term strategy and is not as controllable. Term Adv./Disadv. of Radio as medium Definition Mass coverage, High reach, low cost per expose. Disadv: low selectivity, clutter Term PR functions Definition improve ROI, creating advertising news, building marketplace excitement before media advertising breaks