Term
| What is the difference between pioneering & competitive ads? |
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Definition
Pioneering - used in introductory stage - tells people what it is, what it can do, & where it can be found.
Competitive - promotes a brand's features & benefits to persuade target market to choose it over a competitor. |
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Term
| What is the purpose of institutional advertising? |
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Definition
| To build goodwill or an image for the organization. |
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Term
| What is a potential shortcoming of using a celebrity spokesperson? |
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Definition
| The spokesperson's image may change to be inconsistent with the image of the company or brand. This is not within the firms control. |
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Term
| What are the 3 main advertising 'appeals'? |
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Definition
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Term
| You see the same ad in Time and Fortune magazines and on billboards and TV. Is this an example of frequency or reach? |
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Definition
Reach. Using more of the same media types as well as different types of media attempts to maximize the number of individuals in a target market who are exposed.
Frequency uses same medium more than once to present the message. |
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Term
| Why has the internet become a popular advertising medium? |
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Definition
| Offers a visual message, can use audio and video, is interactive and reaches young consumers. |
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Term
| What are the 8 different advertising mediums? |
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Definition
- Tv
- Radio
- Magazines
- newspapers
- Yellow Pages
- Internet
- Outdoor (billboards etc)
- Direct Mail
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Term
| What factors must be considered when choosing among alternative media? |
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Definition
- The media habits of the target audience
- understanding the products atributes
- Calculating cost through CPM
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Term
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Definition
Cost Per Thousand
The cost of reaching 1,000 individuals or households in a particular medium.
(M is roman numeral for 1,000) |
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Term
| What is the difference between pretesting & posttesting? |
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Definition
Pretesting is done before an advertisement is placed to see if they communicate the intended message or to help select among alternative versions of an ad.
Posttesting is showing ad to target audience after it was placed to see if it was successful. |
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Term
| What is the difference between aided & unaided recall posttests? |
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Definition
Aided recall - show ad to respondent who then is asked to say where/if they saw it before.
Unaided recall - respondents are asked if they remember an ad but are not shown it or promted re: the message of the ad. |
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Term
| What is the difference between a coupon and a deal? |
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Definition
Coupon - reduced price for an item based on redemption.
Deal - short-term price reduction available to everyone. |
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Term
| Which sales promotional tool is most common for new products? |
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Definition
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Term
| Which trade protmotion is used on an ongoing basis? |
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Definition
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Term
| What is the difference between sales promotions and trade promotions? |
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Definition
| Sales promotions are offered to end consumer whereas trade promotions are offered to distributors. |
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Term
| What are the 10 main types of sales promotion? |
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Definition
- Coupons
- Deals
- Premiums (giving something free with purchase)
- Contests
- Sweepstakes
- Samples
- Loyalty programs
- Point-of-purchase display
- Rebates
- Product Placement
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Term
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Definition
| An announcement regarding changes in the company or product line. |
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Term
| What is involved in self-regulation? |
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Definition
| Ethical guidlelines for business practices set by advertising agencies, trade associations, and marketing organizations. |
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