Achieve appropriate message reach and frequency, while staying in target budget
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Pulsing
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combines continuous and flighting schedule, at varying levels of intensity
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Publicity
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A news story type of communication about an organization and/or its products transmitted through a mass medium at no charge
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Cost Comparison Indicator
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a means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached
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Regional Issues
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Versions of a magazine that differ across geographic regions
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Media Plan Primary Goal
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To reach the largest number of people the budget will allow
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Competitive Advertising
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Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands.
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Comparative Advertising
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Compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics
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Reinforcement Advertising
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Advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it
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Pioneer Advertising
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Advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product
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Posttest
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Recognition Test, Unaided Recall Test, Aided Recall Test
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Product Advertising
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Advertising that promotes the uses, features, and benefits of products.
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Pretest
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Evaluation of advertisements performed before a campaign begins
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Advocacy Advertising
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Advertising that promotes a company's position on a public issue
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Percent of Sales Approach
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budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage
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Unaided Recall Test
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Respondents are asked to identify advertisements they have recently seen, but are not given clues.
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Arbitrary Approach
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budgeting for an advertising campaign as specified by a high-level executive
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Reminder Advertising
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Advertising used to remind consumers about an established brand's uses characteristics, and benefits.
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News Release
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A short piece of copy publicizing an event or a product
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Storyboard
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A blueprint that combines the copy and visual material to show the sequence of major scenes in a commerical
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Advertising Appropriation
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the advertising budget for a specific time period
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Recognition Test
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Respondents are shown actual ad and asked if they recognize
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Continuous Media Schedule
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Advertising runs at a constant level with little variation throughout the campaign period
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Advertising Campain
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The creation and execution of a series of advertisements to communicate with a particular target audience
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Aided Recall Test
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Respondents are asked to identify recent ads with clues
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TV
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The majority of advertising takes place here.
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Target Audience
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group of people at whom advertisements are aimed.
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Competition Matching Approach
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determining an advertising budget by trying to match competitor's advertising outlays
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Consumer Jury
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A panel of a product's existing or potential buyer who pretest ads
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Institutional Advertising
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Advertising that promotes organizational images, ideas, and political issues.
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Advertising Platform
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Basic issues or selling points to be included in an advertising campaign
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Feature Article
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A manuscript of up to 3000 words prepared for a specific publication
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Executing
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involves production companies, research organizations, media firms, printers, and commercial artists
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Media Plan
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a plan that specifies the media vehicles to be used and the schedule for running advertisements
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Advertising Message
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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
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Frequency
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Number of times these consumers are exposed
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Objective and Task Approach
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budgeting for an advertising campaign by determining its objectives and then calculating the costs of tasks needed to attain
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Evaluating
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Pretest, posttest, consumer jury, are methods of evaluation
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Reach
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the percentage of consumers in the target audience exposed to a particular ad
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Copy
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Verbal portion of advertisements
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Online Ads
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Have significantly increased over the past 10 years, but has not surpassed print or TV.
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Flighting
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Advertisements run for set periods of time, alternating with periods in which no ads are run
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Public Relations Tools
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1. Written Materials
2. Corporate Identity Materials
3. Speeches
4. Event Sponsorships
5. Special Events