Term
|
Definition
| tries to sell a product: three categories: pioneering, competitive and reminder--> focuses on getting consumers to know, like and remember something |
|
|
Term
| Institutional advertising |
|
Definition
| promotes an organization's image, reputation or ideas rathter than a specific product; focuses on the name and prestige of an organization or industry |
|
|
Term
|
Definition
| tries to develop primary demand for a product category rather than demand for a specific brand; usually done in the early stages of the product life cycle; informs potential customers about the new product and helps turn them into adopters |
|
|
Term
|
Definition
| tries to develop selective demand for a specific brand; a firm is forced into this as the product life cycle moves along so it can fight competitors: 2 types: direct indirect |
|
|
Term
| Direct type (competitive advertising) |
|
Definition
| aims for immediate buying action |
|
|
Term
| Indirect Type (comparitive advertising) |
|
Definition
| Points out product advantages to affect future buying decisions |
|
|
Term
|
Definition
| making specific brand comparisons-using real brand names: ex: Clorox Wipes using Windex in their ads |
|
|
Term
|
Definition
| tries to keep the product's name before the public; used primarily to reinforce previous promotion |
|
|
Term
|
Definition
| price reductions to firms further along in the channel to encourage them to advertise or otherwise promote the firm's products locally |
|
|
Term
|
Definition
| middlemen and producers share the cost of producing ads; heps wholesalers and retailers compete in their local markets |
|
|
Term
| How to choose a medium of advertising (4 criteria) |
|
Definition
| 1. your promotion objectives 2. the target markets you are trying to reach 3. the funds available for the adv. 4. the nature of the media, incl. who they reach and w. what frequency |
|
|
Term
| Pay-per-click advertising |
|
Definition
| advertisers pay the internet site based on how many times users click on their ad |
|
|
Term
|
Definition
| what the words and illustration of an ad should communicate to users; use the AIDA concept. |
|
|
Term
|
Definition
| specialist in planning and handling mass-selling details for advertisers |
|
|
Term
|
Definition
| ads to correct deceptive advertising; can be considered deceptive if your product is called the "best"; a little puffing is considered acceptable |
|
|
Term
|
Definition
| sales promotion aimed at middlemen; emphasizes price-related matters |
|
|
