Advertising, Public Relations & Sales

Chapter 17 Marketing textbook.png

Advertising: Any paid form of nonpersonal communication about an organization, good, service or idea identified by a sponsor.

Product Advertisements: Advertisements that focus on selling a good or service in three forms: Informational, Competitive, and reminder.

Institutional advertisements: Advertisements designed to build goodwill or an image for an organization, rather than promote a specific good or service.

Reach: The number of different people or households exposed to an advertisement.

Rating : The percentage of households who are tuned to a radio station or TV Show, YouTube video, and Social media post.

Frequency: The average number of times a person in the target audience is exposed to a message or advertisement.

Gross rating points: A reference number of advertisers, created by multiplying reach (expressed as a percentage of the total market)  by frequency.

Cost per thousand: The cost of reaching 1000 individuals or households with an advertising message on any given medium.

Infomercials: Program length (30-minute) advertisements that take an educational approach to communication with potential customers.

User-generated content: Media generated by users (customers) and disseminated via various channels, in particular the internet.

Pre-tests: Tests conducted before an advertisement is placed to determine whether it communications the intended message or to select among alternative versions of an advertisement.

Full-service agency: An advertising agency providing the most complete range of services, including market research, media selection, copy development, artwork and production.

Limited service agency: Specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy or buying media space.

Limited service agency: Specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy or buying media space.

In house agency: A team within a company that handles marketing services.

Post-Tests: Tests conducted after an advertisement has been shown to determine whether it accomplishes the intended purpose.

Consumer-oriented sales promotions: Sales tools used to support a company’s advertising and personal selling efforts directed to the ultimate consumers. Examples include coupons, sweepstakes and samples.

Product placement: Using a brand-name product in a movie, TV show, video, or commercial for another product.

Trade oriented sales promotions: Sales tools used to support a company’s advertising and personal selling efforts directed to wholesalers, distributors, retailers. Three common approaches are Allowances/discounts, cooperative advertising and sales force training.

Cooperative advertising: Advertising programs by which a manufacturer pays a percentage of the retailer’s local advertising expense for advertising manufacturer products.

 

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Chapter 13 Pricing: 

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