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Product advertisements take 3 forms:
- Pioneering
- Competitive
- reminder
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_______ advertisements tell people what a product is, what it can do, and where it can be found
A. pioneering
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the key objective of a pioneering advertisement is to inform the __________
target market
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advertising that promotes a specific brand's features and benefits is ______
A. competitive
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the objective of competitive advertising is to:
persuade the target market to select the firm's brand rather than that of a competitor
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________ advertising is used to reinforce previous knowledge of a product
C. reminder
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______ advertising is good for products that have achieved a well-recognized position and are in the mature phase of their product life cycle
B. reminder
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the objective of institutional advertisements is to:
build goodwill or an image for an organization rather than promote a specific good or service
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4 alternative forms of institutional advertisements are often used:
- advocacy - states the position of a company on an issue
- pioneering institutional - are used for announcements about what a company is
- competitive institutional - promote the advantages of one product class over another
- reminder institutional - bring the company's name to the attention of the target market again
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Most advertising messages are made up of both ________ and ________ elements
- informational
- persuasional
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3 common advertising appeals:
- fear appeals
- sex apeals
- humorous appeals
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______ appeals tend to wear out quickly, eventually boring the consumer
C. humor
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______ exposure, and _______ costs are of central importance to media planning
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______, the average number of times a person in the target audience is exposed to a message or advertisement
frequency
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______ is the number of different people or ho useholds exposed to an advertisement
reach
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reach X frequency will give an advertiser ________
gross rating points
GRP
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a valueble medium that communicates with sight, sound, and motion
Television
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television's major disadvantage is:
costs
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program-length advetisements that take an educational approach to communication with potential customers
informercials
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advantage and disadvantage of radio
- advantage: segmented medium
- disadvantage: limited use for products that must be seen
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advantage and disadvantage of magazine ads
- advantage: great number of special-interest publications that appeal to a narrowly defined segments
- disadvantage: the cost of advetising in national magazines
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advertisements that are generally limited to ads that call for an immediate customer response:
newspapers
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rich media on the internet
advertisments that have the unque feature of being interactive
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examples of outdoor advertising
- billboards
- transit advertising
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3 factors that must be considered when scheduling an advertisement
- buyer turnover: how often new buyes enter the market to buy the product
- purchase frequency: the more frequently the product is purchased, the less repetition is required
- forgetting rate: the speed at which buyers forget the brand if ads aren't seen
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continuous (steady) schedule of advertising:
advertising is run at a continuous or steady schedule throughout the year
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flighting (intermitten) schedule:
periods of advertising are scheduled between periods of no advertising to reflect seasonal demand
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pulse (burst) schedule
flighting combined with a continuous schedule because of increases in demand
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3 different pretests
- portfolio tests: used to test copy alternative
- jury tests: involve showing the ad copy to a panel of consumers and having them rate it
- theater tests: is the most sophisticated form of pretesting. viewers register their feeligns about the ads during new tv shows or movies
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5 types of posttests to determine whether an ad accomplished its intended purpose
- aided recall
- unaided recall
- attitude tests
- inquiry tests
- sales tests
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Consume-oriented sales promotions:
- coupons
- deals
- premiums
- contests
- sweepstakes
- samples
- loyalty programs
- point-of-purchase displays
- rebates
- product placement
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sales tools used to support a company's advetising and personal selling directed to wholesalers
trade promotions
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using a brand-name product in a movie, tv show, video, or commercial for another product
product placement
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