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30 Cards in this Set
- Front
- Back
advertising
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any paid form of non-personal promotion of ideas, goods, or services by an identified sponsor
purpose:present a message that encourages the customer to buy products/ accept ideas identifies: good, service, ideas, & special features (price, benefits, location, & business hours) |
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promotional advertising
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advertising designed to increase sales
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institutional advertising
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create a favorable impression and goodwill for a business or an organization
by: providing positive info on business, support of community projects/ideas about important public topics (environment, public health, & education) |
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advertising drawback
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cannot focus on individual needs because the same message is conveyed to all customers
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media
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agencies, means, or instruments used to convey advertising messages to the public
4 main types: print, broadcast, online, and specialty |
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print media
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written advertisement
can be: newspapers & magazine, direct mail, signs, billboards |
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broadcast media
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radio & television
-very popular mean to use: information comes alive and lots of people use it |
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online advertising
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placing advertisements on the internet
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banner ad
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wide shallow rectangle seen at the top or bottom of a webpage
-if clicked on, sends user to ad web page - usually has little animations, sound, or video to draw attention |
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specialty media
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inexpensive, useful items w/ advertiser's name on them
-given away w/ no obligation attached to receiving and keeping them - practical & subject to frequent use, placed in high frequency areas (calendars, magnets, pens & pencils, memo pads, and key chains) |
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display advertisement rate in newspaper
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multiply total column by inches by rate
ex: $17 x 4 inches x 3 columns = $204 |
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more expensive rates
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-color
-preferred placement -less frequent (more frequent is cheaper) -weekend ads |
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open rate
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non-contract rate; basic charge for a minimum amount of advertising space
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contract rates
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discounted rates due to
- contract by using a certain amount of space for a certain amount of time |
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cost per thousand rate
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media cost of exposing 1,000 readers to an ad
cost of ad x 1,000/ circulation = cost per thousand (CPM) |
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magazine rates
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based on
-circulation -quality or readership -production technique |
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bleed
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half/full page ads printed to very edge of the page leaving no white border
15-20 cents extra |
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black and white rates vs colored rates vs full colored rates
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black and white rates < colored rates < full colored rates (4 colors: black, red, yellow, & blue)
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premium position
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placement of ads
-back cover is highest premium - inside cover & first page |
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frequency discounts
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run the same ad several times during the year, get a discount
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network radio advertising
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broadcast from a studio to all affiliated radio stations throughout the country
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national spot radio advertising
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national firms to advertise on a local station-by-station basis
-target selected markets in the country |
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local radio advertising
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local business for target market
-limited to specific geographical area |
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television rate
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vary depending on time of day (amount of people who watch these advertisements)
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cooperative advertisement
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cost sharing arrangement: both supplier and local advertiser pay for advertisement
- features both supplier's product name and name of local advertiser |
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promotional budget
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4 common: % of anticipated sales, all you can afford, following the competition, and objective and task
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percentage of anticipated sales
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based on a % of past/ anticipated sale
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all you can afford
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all moneys to promotional activity only after other company expenses are paid
-usually used when starting up a business |
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following competition
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match competitor's promotional expenditures
or proportional to market share -weak method |
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objective and task
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determine goals & consider necessary steps to meet goals, & determine cost for these promotional activities
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