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MKT 301 - Ch. 17 - University of Louisville

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Section 1

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Media Plan Secondary Goal

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Last updated

4 years ago

Date created

Mar 14, 2020

Cards (43)

Section 1

(43 cards)

Media Plan Secondary Goal

Front

Achieve appropriate message reach and frequency, while staying in target budget

Back

Pulsing

Front

combines continuous and flighting schedule, at varying levels of intensity

Back

Publicity

Front

A news story type of communication about an organization and/or its products transmitted through a mass medium at no charge

Back

Cost Comparison Indicator

Front

a means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached

Back

Regional Issues

Front

Versions of a magazine that differ across geographic regions

Back

Media Plan Primary Goal

Front

To reach the largest number of people the budget will allow

Back

Competitive Advertising

Front

Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.

Back

Comparative Advertising

Front

Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics

Back

Reinforcement Advertising

Front

Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it

Back

Pioneer Advertising

Front

Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product

Back

Posttest

Front

Recognition Test, Unaided Recall Test, Aided Recall Test

Back

Product Advertising

Front

Advertising that promotes the uses, features, and benefits of products.

Back

Pretest

Front

Evaluation of advertisements performed before a campaign begins

Back

Advocacy Advertising

Front

Advertising that promotes a company's position on a public issue

Back

Percent of Sales Approach

Front

budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage

Back

Unaided Recall Test

Front

Respondents are asked to identify advertisements they have recently seen, but are not given clues.

Back

Arbitrary Approach

Front

budgeting for an advertising campaign as specified by a high-level executive

Back

Reminder Advertising

Front

Advertising used to remind consumers about an established brand's uses characteristics, and benefits.

Back

News Release

Front

A short piece of copy publicizing an event or a product

Back

Storyboard

Front

A blueprint that combines the copy and visual material to show the sequence of major scenes in a commerical

Back

Advertising Appropriation

Front

the advertising budget for a specific time period

Back

Recognition Test

Front

Respondents are shown actual ad and asked if they recognize

Back

Continuous Media Schedule

Front

Advertising runs at a constant level with little variation throughout the campaign period

Back

Advertising Campain

Front

The creation and execution of a series of advertisements to communicate with a particular target audience

Back

Aided Recall Test

Front

Respondents are asked to identify recent ads with clues

Back

TV

Front

The majority of advertising takes place here.

Back

Target Audience

Front

group of people at whom advertisements are aimed.

Back

Competition Matching Approach

Front

determining an advertising budget by trying to match competitor's advertising outlays

Back

Consumer Jury

Front

A panel of a product's existing or potential buyer who pretest ads

Back

Institutional Advertising

Front

Advertising that promotes organizational images, ideas, and political issues.

Back

Advertising Platform

Front

Basic issues or selling points to be included in an advertising campaign

Back

Feature Article

Front

A manuscript of up to 3000 words prepared for a specific publication

Back

Executing

Front

involves production companies, research organizations, media firms, printers, and commercial artists

Back

Media Plan

Front

a plan that specifies the media vehicles to be used and the schedule for running advertisements

Back

Advertising Message

Front

Basic content and form of advertising, a function of several factors: - Product Features, Uses and Benefits - Intensity - Characteristics of Target Audience - Objectives and Platform - Media Choice

Back

Frequency

Front

Number of times these consumers are exposed

Back

Objective and Task Approach

Front

budgeting for an advertising campaign by determining its objectives and then calculating the costs of tasks needed to attain

Back

Evaluating

Front

Pretest, posttest, consumer jury, are methods of evaluation

Back

Reach

Front

the percentage of consumers in the target audience exposed to a particular ad

Back

Copy

Front

Verbal portion of advertisements

Back

Online Ads

Front

Have significantly increased over the past 10 years, but has not surpassed print or TV.

Back

Flighting

Front

Advertisements run for set periods of time, alternating with periods in which no ads are run

Back

Public Relations Tools

Front

1. Written Materials 2. Corporate Identity Materials 3. Speeches 4. Event Sponsorships 5. Special Events

Back