Chapter 13 Advertising, Sales Promotions, PR

Chapter 13 

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Side ASide B
sales promotion
programs designed to build interest in or encourage product purchase during a specified period à focus on short term obj
trade promotion
focus on members of the trade (distribution channel members such as retail salespeople or wholesale distributors) with whom a firm must work to sell its products
merchandising allowance
reimburse retailer for in store support of the product
case allowance
discount to the retailer/wholesaler based on volume ordered
co-op advertising
sales promotion where the manufacturer and retailer share the cost
trade shows
events at which many co set up elaborate exhibits to show their products, give away samples, distribute product literature, troll for new business contacts
promotional products
freebies to build awareness for organization or specific brands
point of purchase
in store displays and signs; keeps brand name in front of the consumer, reinforces mass media advertising, stimulates impulse purchasing
push money
a bonus paid by manufacturer to a salesperson, customer, or distributor for selling its product
allow consumer to recover part of the purchase price via mail-ins to the manufacturer
frequency programs
offer a consumer a discount for a free product for multiple purchases over time
items you get for free when you buy a product (prize in bottom of cereal
product sampling
distributing free trial size versions of a product to consumers
communication function that seeks to build good relationships with an organization’s publics (consumers, stockholders, legislators
unpaid communication about an organization that appears in the mass media
pr campaign
coordinated effort to communicate with one or more of firm’s publics
press release
info an organization distributes to media (hoping that it is published for free
talking with and providing information to gov’t officials in order to influence activities related to an organization
companies provide financial support to help fund an event in return for publicized recognition of the company’s contribution
product/brand placement
companies pay to have their products embedded in movies, TV shows, and other entertainment vehicles
non personal communication an identified sponsor pays for that uses mass media to persuade or inform an audience
product advertising
focuses on a specific good or service
advocacy advertising
type of public service advertising an organization provides that seeks to influence public opinion on an issue because it has some stake in the outcome
public service advertisements
advertising run by the media without charge for not for profit organizations or to champion a particular cause
advertising campaign
coordinated, comprehensive plan that carries out promotion objectives and results in a series of advertisements placed in media over a period of time
limited service agency
provides one or more specialized services (such as media buying or creative development)
full service agency
provides most or all of the services needed to mount a campaign, including research, creation of ad copy and art, media selection, production of final msgs
corrective advertising
clarifies or qualifies previous deceptive advertising claims
claims made in advertising of product superiority that can’t be proven true/untrue
creative strategy
process that turns a concept into an advertisement
advertising appeal
central idea of the ad
unique selling proposition
a single, clear reason why one product is better to solve a problem; focuses on a need and points out how the product satisfies it
a research method that seeks to minimize mistakes by getting consumer reactions to ad messages before they appear in the media
media planning
process of developing media objectives, strategies, tactics for use in an advertising campaign à match target market profile with specific media vehicles
- the best place and time to reach a person in the target market group
internet advertising in rectangular graphics at top or bottom of web pages
small banner type advertisements that can be placed anywhere on a web page
permission marketing
email advertising in which consumers can accept/refuse email
out of home media
a communication medium that reaches people in public places
place based media
advertising media that transmit messages in public places (doctors’ offices, airports) where certain types of people congregate
branded entertainment
marketers integrate products into entertainment venue
brand placements in video games
media schedule
specifies the exact media to use and when to use it
advertising exposure
the degree to which the target market will see an advertising message placed in a specific vehicle
the number of people who will be exposed to a message placed in one or more media vehicles
the percentage of the target market that will be exposed to the media vehicle
avg number of times a person in the target group will be exposed to the msg
gross rating points GRP
comparing the effectiveness of dif media vehicles: avg reach x frequency
cost per thousand CPM
compare relative cost effectiveness of dif media vehicles that have dif exposure rates; cost to deliver a message to 1,000 people or homes
research conducted on consumers’ responses to actual advertising messages they have seen or heard
unaided recall
questions recognition of seeing an ad during a specified period without giving the person the name of the brand
aided recall
uses clues to prompt answers from people about advertisements they might have seen
attitudinal measures
probes a consumer’s beliefs or feelings about a product before and after being exposed to messages about it
institutional advertising
promotes activities, personality, POV of an organization or CO
continuous schedule
maintains a steady stream of advertising throughout the year
pulsing schedule
varies the amt of advertising throughout the year based on when the product is likely to be in demand
extreme form of pulsing; advertising appears in short, intense bursts alternating with periods of little to no activity

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