Types of product advertisements - Answers -✔✔ -Pioneering: "Introduction", stimulate
demand
-Comparative: "Growth", competitive, influence demand
-Reminder: "Maturity", comparative, show one's brand's strength relative to competitor
Types of institutional ads - Answers -✔✔ -Advocacy: position of company on issue
-Pioneering: announcements about what a company does/is
- Competitive: promote advantages of one product class over another
- Reminder: bring company's name to the attention
Developing the advertising program - Answers -✔✔ 1. Designing the ad
2. Selecting the right media
3. Different media alternatives
4. Scheduling the advertising
Message content - Answers -✔✔ -Fear appeals: suggest that consumer can avoid
negative experience through the purchase/use of product, change in behavior, or
reduction in use of a product (ex. cigarette warnings)
-Sex appeals: product will increase the attractiveness of the user
-Humorous appeals: product is more fun or exciting than competitors' offerings, use of
humor to differentiate the company from others
Creating the actual message - Answers -✔✔ -Celeb spokesperson for products
-Celeb spokesperson for causes
Selecting the right media (terms) - Answers -✔✔ -Reach: # people exposed to ad
-Rating: % of households that "tune in"
-Frequency: average # times person in audience is exposed to ad
-Gross rating points: reach x frequency
-Cost per thousand: cost of reaching 1000 people with the ad in a medium
Different media alternatives - Answers -✔✔ TV, radio, magazines, newspapers, yellow
pages, internet, outdoor, direct mail
, Advertising schedules - Answers -✔✔ -Continuous (steady) schedule: when seasonal
factors are unimportant, same schedule throughout the year
-Pulse (burst) schedule: Periods of advertising between periods of no advertising
Pre-testing the advertising program - Answers -✔✔ -Portfolio test: evaluate alternative
copies (test ad hidden among other ads)
-Jury test: test persons evaluate a single copy
-Theatre test: evaluating TV shows in which ads are shown
Post-testing the advertising program - Answers -✔✔ -Aided recall (respondents
prompted after being shown an ad)
-Unaided recall (respondents asked without prompting)
-Attitude test (measuring attitude changes after ad campaign)
-Inquiry test (ads generating most inquiries also most effective)
-Sales test (controlled experiments, comparing results)
Carrying out the advertising program - Answers -✔✔ -Full-service agency: does pretty
much everything
-Limited-service agency: specializes in one aspect of creative process
-In-house agency: provides range of services depending on company needs
Types of sales promotions - Answers -✔✔ -Consumer-oriented: support company's
advertising and personal selling (coupons, deals, premiums, contests, loyalty programs,
etc)
-Trade-oriented: support company's advertising and personal selling directed to
wholesalers, retailers, or distributors (allowances & discounts, cooperative advertising,
training of distributor's sales force)
Publicity tools - Answers -✔✔ News release
news conference
public service announcements
high-visibility individuals
Marketing channel of distribution - Answers -✔✔ The flow from producer through
intermediaries to buyer
Intermediaries - Answers -✔✔ -make the flow of products from producers to buyers
possible
-middleman, agent, broker, wholesaler, retailer, distributor, dealer
Functions of intermediaries - Answers -✔✔ -Transactional function - buying, selling,
risk taking
-Logistical function - assorting, storing, sorting, transporting
-Facilitating function - financing, grading, marketing info/research
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