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