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| The process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience |
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| The combination of the media used and the frequency of advertising in each medium |
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| The actual purchase of airtime or print pages |
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| Channels the are ideal for reaching large numbers of anonymous audience members; including national newspapers, magazines, radio and television |
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-wide reach
-incorporates sound and video |
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High cost
cluttered airways
more potential spillover |
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relatively inexpensive
selectively targeted
wide reach |
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No video limits presentation
Consumers give less focus attention than TV
Exposer periods are short |
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Can be expensive in some markets
Involve potential loss of control over placement
Advertisements have short life span |
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Very Targeted
Subscribers pass along to others |
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Inflexible
Long Lead times |
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Can be linked to detailed content
Highly flexible and interactive
Allows for specific targeting |
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Costs not easily comparable to other media
Is becoming cluttered
Blocking software prohibits delivery |
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Is relatively inexpensive
Offers opportunities for repeat exposure
Flexible |
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Not easily targeted
Has placement problems in some markets
Exposure time is short |
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Highly targeted
Flexible
Allows for personalization |
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| Direct Mail Disadvantages |
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Definition
Relatively Expensive
Cluttered environment
Often considered "junk mail" |
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| Channels that are focused and generally used to reach narrow segments, often demographic characteristics or interest |
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| The specification of timing and duration of advertising |
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| Continuous Advertising Schedule |
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| Runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising |
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| Flighting Advertising Schedule |
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| And advertising schedule implemented in spurts, with period of heavy advertising followed by periods of no advertising |
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| Pulsing Advertising Schedule |
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Definition
| Combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods |
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| In an advertisement, large type designed to draw attention |
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| IN an advertisement, the back drop which is usually a single color |
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| In an advertisement, everything that appears on top of the background |
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| In an advertisement, the portion that identifies the sponsor of the ad |
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| Assessments performed before an ad campaign; is implemented to ensure that the various elements are working in an integrated fashion and doing what they are intended to do |
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| Includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or medium |
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| the evaluation of an IMC campaign's impact after it has been implemented |
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| Additional sales caused by advertising |
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| Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their benefit; a type of promotional campaign |
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| Popular PR tool; occurs when a corporation support carious activities (Financially or otherwise), usually in the cultural or sports and entertainment sectors |
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| Provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount |
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Stimulates demand
Allows for direct tracing of sales |
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Has low redemption rates
High cost |
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Encourages trail
Reduces consumer risk |
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| May reduce perception of value |
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Builds goodwill
Increases perception of value |
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Consumers buy for premium not product
Has to be carefully managed |
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Increases customer involvement
Generates excitement |
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Requires creativity
Must be monitored |
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| Encourages present costumers to consume more |
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Encourages trail
Offers direct involvement |
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| Has high cost to the firm |
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Creates loyalty
Encourages Repurchase |
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Provides high visibility
Encourages brand trail |
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Is difficult to get a good location in a store
Can be costly to a firm |
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Stimulates demand
Increases value perception |
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Is easily copied by competitors
May just advance future sales |
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Displays products nontraditionally
Demonstrates Product uses |
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Firm often has little control over display
Product can be overshadowed |
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| A type of short-term price reduction that can take several forms, such as a "Featured price", a price lower than the regular one, a "buy one, get one free" offer; or a certain percentage "more free" offer contained in larger packaging; can involve a special financing arrangement suc as reduced percentage interest rates or extended repayment terms |
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| An item offered for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing |
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| A form of sales promotion that offers prizes based on a chance drawing of entrants' names |
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| Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time |
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| Point of Purchase Display (POP) |
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| A merchandise display located at the point of purchase, such as at the checkout counter in a grocery store |
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| Efforts of two of more firms joining together to reach a specific target market |
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