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Intro to Marketing Rudelius Ch 18: Advertising, promotion,PR
Kerin, Hartley, Rudelius 12th edition
25
Marketing
Undergraduate 1
05/12/2015

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Term
product advertisement forms
Definition
1. pioneering or informational
2. competitive or persuasive
3.reminder
Term
institutional advertisements
Definition
1. advocacy
2. pioneering institutional
3.competitive institutional
4.reminder institutional
Term
message content
Definition
includes both info and persuasive elements, common tactics, fear appeals, sex appeals, humorous appeals
Term
reach
Definition
number of people or households exposed to the add
Term
TV and radio reach is rating
Definition
percentage of households in a market that are tuned onto particular TV show or radio station
Term
frequency
Definition
average number of times a person in a target market is exposed to the message
Term
GRPs
Definition
gross rating points - reach in terms of percentage of total market multiplied by frequency
Term
CPM
Definition
cost per thousand-cost of reaching thousand persons or households
Term
infocomercials
Definition
program-length (30min) ads that take educational approach
Term
rich media
Definition
online ads with drop down menus, game elements, videos etc
Term
forgetting rate
Definition
speed at which consumers forget the brand
Term
ad protests
Definition
add testing to determine whether it conveys the intended message before the add is displayed anywhere
Term
portfolio test
Definition
the add is placed in a portfolio along with other ads and stories, the customer reads it and then is asked to evaluate
Term
jury test
Definition
show add to a panel of customers and ask how they liked it, what drew their attention
Term
theater add
Definition
people view TV shows in which test commercials are also shown
Term
full-service agency
Definition
provides full range of advertising services, such as market research, copy writing, artwork, media selection and production
Term
limited-service agency
Definition
specializes in one aspect of advertising process
Term
in-house agency
Definition
companies own advertising stuff
Term
posttest
Definition
done after it has been shown to target audience to see if the right message was conveyed
Term
types of posttest
Definition
aided recall
unaided recall
attitude change test
inquiry test
sales test
Term
consumer-oriented sales promotion
Definition
tools used to support company's advertising and personal selling
Term
consumer promotion types
Definition
coupons, deals, premiums, contests, sweepstakes, samples, loyalty programs, point-of,purchase displays, rebates, product placements
Term
trade-oriented sales promotions
Definition
sales tools used support company's advertising and personal selling directed to wholeselers, retailers and distributors
Term
trade promotion types
Definition
allowances and discounts
cooperative advertising- partly pay for local advertising done by reselLers
training of distributors salesforce
Term
publicity tools
Definition
news releases, news conference, public service announcements, use of very visible individuals
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