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Chapter 18
Chapter 18 - Learning Review - Kerin 11th edition
18
Marketing
Undergraduate 1
12/15/2013

Additional Marketing Flashcards

 


 

Cards

Term
What is the difference between pioneering & competitive ads?
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.

Term
What is the purpose of institutional advertising?
Definition
To build goodwill or an image for the organization.
Term
What is a potential shortcoming of using a celebrity spokesperson?
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.
Term
What are the 3 main advertising 'appeals'?
Definition
  • Fear
  • Humor
  • Sex
Term
You see the same ad in Time and Fortune magazines and on billboards and TV.  Is this an example of frequency or reach?
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.

Term
Why has the internet become a popular advertising medium?
Definition
Offers a visual message, can use audio and video, is interactive and reaches young consumers.
Term
What are the 8 different advertising mediums?
Definition
  • Tv
  • Radio
  • Magazines
  • newspapers
  • Yellow Pages
  • Internet
  • Outdoor (billboards etc)
  • Direct Mail
Term
What factors must be considered when choosing among alternative media?
Definition
  • The media habits of the target audience
  • understanding the products atributes
  • Calculating cost through CPM
Term
What is CPM?
Definition

Cost Per Thousand

 

The cost of reaching 1,000 individuals or households in a particular medium. 

 

(M is roman numeral for 1,000)

Term
What is the difference between pretesting & posttesting?
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.

Term
What is the difference between aided & unaided recall posttests?
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.

Term
What is the difference between a coupon and a deal?
Definition

Coupon - reduced price for an item based on redemption.

 

Deal - short-term price reduction available to everyone.

Term
Which sales promotional tool is most common for new products?
Definition
Samples
Term
Which trade protmotion is used on an ongoing basis?
Definition
Trade allowance.
Term
What is the difference between sales promotions and trade promotions?
Definition
Sales promotions are offered to end consumer whereas trade promotions are offered to distributors.
Term
What are the 10 main types of sales promotion?
Definition
  • Coupons
  • Deals
  • Premiums (giving something free with purchase)
  • Contests
  • Sweepstakes
  • Samples
  • Loyalty programs
  • Point-of-purchase display
  • Rebates
  • Product Placement
Term
What is a news release?
Definition
An announcement regarding changes in the company or product line.
Term
What is involved in self-regulation?
Definition
Ethical guidlelines for business practices set by advertising agencies, trade associations, and marketing organizations.
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