-
Advertising
Paid, nonpersonal communication through various media about a business firm, not-for-profit organization,product,or idea by a sponser identified in a message intended to inform or persuade members of a particular audiene
-
Product advertising
Nonpersonal selling of a particular good or service
-
Instidutional advertising
Promotion of a concept,an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency
-
Informative advertising
Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause
-
Twotypes of adverstising:
- 1. Product: selling of a particular good or service
- 2. Institutional: promotes a concept, an idea, a philosophy
-
Persuasive advertisting
Promotion that attempts to increase demand for an existing good,service, organization,place,person, idea or cause
-
Reminder advertisting
Advertising that reinforces pervious promotional activity by keeping the name of a good,service,orgainzation,person,place,idea,or cause before the public
-
Comparative advertising
Strategy that emphasizes messages with direct or indirect promotional comparisons between competing brands
-
Retail advertising
Advertising by stores that sell goods or services directly to the consuming public
-
Cooperative advertising
Strategy in which a retailer shares advertising costs with a manufacturer or wholesaler
-
Interactive advertisting
Two-way promotional messages transmitted through communications channels that induce message recipients to participate actively in the promotional effort
-
Advertising campaign
Series of different but related ads that use a single theme and appear in different media within a spedific time period
-
Banner ads
Strip messages placed in high visibility areas of freqently visited Web sites
-
Two Types of Magazines:
- 1. Consumer
- 2. Business
- * Direct mail=Junk mail
-
Media scheduling
Setting the timing and sequence for a series of advertisements
-
Advertising agency
Firm whose marketing specialists help advertisers plan and prepare advertisements
-
Nonmarketing public relations
Organizational messages about general management issues
-
Marketing public relations (MPR)
Narrowly focused public relations activites that directly support marketing goals
-
Publicity
Nonpersonal stimulation of demand for a good,service,place,idea,person,or organization by unpaid placement of significant new regarding the product in a print or broadcast medium
-
Cross-pomotion
Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs
-
Media research
Advertising research that assesses how well a particular medium delivers an advertiser's message, where and when to place the advertisement, and the size of the audience
-
Message research
Advertising research that tests consumer reactions to an advertisement's creative message
-
Pretesting
Research that evaluates an ad during its development stage
-
Posttesting
Research that assesses advertising effectiveness after it has appeared in a print or broadcast medium
-
Split runs
Methods of testing alternate ads by dividing a cable TV audience or a publication's subscribers in two, using two different ads, and then evaluating the relative effectiveness of each
-
Cookies
Techniques for collecting information about online Web site visitors in which small text files are automatically downloaded to a user's computer to gather such data as length of visit and the site visited next
-
Puffery
Exaggerated claims of a product's superiority, or the use of subjective or vauge statements that may not be literally true
|
|