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