The flashcards below were created by user
akoskey
on FreezingBlue Flashcards.
-
advertising
paid promotion that is intended to support increased sales
-
publicity
free mention of a company, or related in media
-
promotions opportunity analysis
a process that includes research into target markets and the promotional strategies to reach them
-
five steps of promotional opportunity analysis
conduct a communications market analysis
- establish communcations objectives
- create a communictions budget
- prepare promotional strategies
- match tactics with strategies
-
institutional advertising
provides information about an organization, rather than a specific product, and is intended to create awareness about the firm and enhance its image
-
product advertising
designed to create awareness, interest, purchasing behavior, and post-purchase satisfaction for specific products and services
-
media strategy
the identification of the media a business will use and the creative decisions involved
-
media schedule
spells out particular media vehicles to be used, volume of usage, and timing
-
reach
number of components ina target audience that will be exposed to the advertising in a given time
-
frequency
how often exposed to advertising
-
opportunities to see
cumulative number of exposures in a given period - usually four weeks
-
gross ratings points
reach x ots to measure intensity or impact of a media plan
-
media planner
person that creates media plan with specific advertising schedule
-
media buyer
the person who purchases time and space and negotiate
-
sales promotion methods
- sampling
- advetising specialties
- trade show exhibits
- mall carts or kiosks
-
alternative marketing
- guerilla marketing
- buzz marketing
- product placement/branded entertainment
- lifestyle
- in-store
-
guerilla marketing
original, unconventional, and inexpensive small-business strategies
-
buzz marketing
word of mouth
-
e-active marketing
when the two major components of internet marketing- e-commerce and interactive marketing -combine
-
public relations
- special events
- sponsorships
- networking
- public speaking
-
AIDA
- get attention
- be interesting
- create desire
- call to action
-
|
|