Flashcards
MKT Ch. 17 (Test 2)
Cards in this deck (36)
- 1What is advertising?Any paid form of non-personal communication about an organization, good, service, or idea by an identified sponsor.
- 2What are the types of advertisements?1. Product advertisements (pioneering or informational, competitive or persuasive, and reminder)
2. Institutional advertisements (advocacy, pioneering, competitive, reminder) - 3What are product advertisements?Advertisements that focus on selling a good or service and take three forms: (1) pioneering (or informational) (2) competitive (or persuasive), and (3) reminder.
- 4What are pioneering advertisements?Tell people what a product is, what it can do, and where it can be found.
- 5What are competitive advertisements?Promotes a specific brand's features and benefits.
- 6What are comparative advertisements?Shows one brand's strengths relative to those of competitors.
- 7What are reminder ads?Used to reinforce previous knowledge of a product
- 8What are reinforcement ads?Type of reminder ad. Used to assure current users that they made the right choice.
- 9What are institutional advertisements?Advertisements designed to build goodwill or an image for an organization, rather than promote a specific good or service.
- 10What are advocacy institutional advertisements?State the position of a company on an issue. Ex. responsible use of alcohol
- 11What are pioneering institutional advertisements?Used for announcements about what a company is, what it can do, or where it is located.
- 12What are competitive institutional advertisements?Promote the advantages of one product class over another are used in markets where different product classes compete for the same buyers
- 13What are reminder institutional advertisements?Simply bring the company's name to the attention of the target market again
- 14What is direct-response advertising?Motivates the customer to take immediate action (ex. making a toll-free phone call, placing an order)
- 15What is delayed-response advertising?Influences the consumer in the near future when making purchases or taking other actions
- 16Define reach.The number of different people or households exposed to an advertisement.
- 17Define rating.The percentage of households in a market that are tuned to a particular TV show or radio station
- 18Define Frequency.The average number of times an individual is exposed to an advertisement.
- 19Define Gross rating points (GRPs).Reach (expressed as a percentage of the total market) multiplied by frequency
- 20Define cost per thousand (CPM)The cost of advertising divided by the number of thousands of individuals or households who are exposed
- 21Advantages of Television1. Reaches extremely large audience
2. Uses picture, print, sound, and motion for effect
3. Can target specific target audiences - 22Disadvantages of television1. High cost to prepare and run ads
2. Short exposure time and perishable message
3. Difficult to convey complex information - 23Advantages of radio1. Low cost
2. Can target specific local audiences
3. Ads can be placed quickly
4. Can use sound, humour, and intimacy effectively - 24Disadvantages of radio1. No visual element
2. Short exposure time and perishable message
3. Difficult to convey complex information - 25Advantages of magazines1. Can target specific audiences
2. High quality colour
3. Long life of ad
4. Ads can be clipped and saved
5. Can convey complex information - 26Disadvantages of magazines1. Long time needed to place ad
2. Relatively high cost
3. Competes for attention with other magazine features - 27Newspaper advantages1. Excellent coverage of local markets
2. Ads can be placed and changed quickly
3. Ads can be saved
4. Quick consumer response
5. Low cost - 28N1. Ads compete for attention with other newspaper features
2. Short lifespan
3. Poor colour - 29Yellow pages advantages1. Excellent coverage of geographic segments
2. Long use period
3. Available 24 hours/365 days - 30Yellow pages disadvantages1. Proliferation of competitive directories in many markets
2. Difficult to keep up-to-date - 31Internet advantages1. Video and audio capabilities
2. Animation can capture attention
3. Ads can be interactive and link to advertiser - 32Internet disadvantages1. Animation and interactivity require large files and more time to load
2. Effectiveness is still uncertain - 33Outdoor advantages1. Low cost
2. Local market focus
3. High visibility
4. Opportunity for repeat exposures - 34Outdoor disadvantages1. Message must be short and simple
2. Low selectivity of audience
3. Criticized as a traffic hazard - 35Direct mail pros1. High selectivity of audience
2. can contain complex info and personalized messages
3. high quality graphics - 36D1. High cost per contact
2. poor image (junk mail)
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- Flashcards on MKT Ch. 17 (Test 2), created by J T on 10/03/2016.
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- J T
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