Marketing

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Author:
wargodess210
ID:
161735
Filename:
Marketing
Updated:
2012-07-09 13:32:33
Tags:
Chapter Sixteen
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Description:
Advertising and Public Relations
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  1. Advertising
    Paid, nonpersonal communication through various media about a business firm, not-for-profit organization,product,or idea by a sponser identified in a message intended to inform or persuade members of a particular audiene
  2. Product advertising
    Nonpersonal selling of a particular good or service
  3. Instidutional advertising
    Promotion of a concept,an idea, a philosophy, or the goodwill of an industry, company, organization, person, geographic location, or government agency
  4. Informative advertising
    Promotion that seeks to develop initial demand for a good, service, organization, person, place, idea, or cause
  5. Twotypes of adverstising:
    • 1. Product: selling of a particular good or service
    • 2. Institutional: promotes a concept, an idea, a philosophy
  6. Persuasive advertisting
    Promotion that attempts to increase demand for an existing good,service, organization,place,person, idea or cause
  7. Reminder advertisting
    Advertising that reinforces pervious promotional activity by keeping the name of a good,service,orgainzation,person,place,idea,or cause before the public
  8. Comparative advertising
    Strategy that emphasizes messages with direct or indirect promotional comparisons between competing brands
  9. Retail advertising
    Advertising by stores that sell goods or services directly to the consuming public
  10. Cooperative advertising
    Strategy in which a retailer shares advertising costs with a manufacturer or wholesaler
  11. Interactive advertisting
    Two-way promotional messages transmitted through communications channels that induce message recipients to participate actively in the promotional effort
  12. Advertising campaign
    Series of different but related ads that use a single theme and appear in different media within a spedific time period
  13. Banner ads
    Strip messages placed in high visibility areas of freqently visited Web sites
  14. Two Types of Magazines:
    • 1. Consumer
    • 2. Business  
    • * Direct mail=Junk mail  
  15. Media scheduling
    Setting the timing and sequence for a series of advertisements
  16. Advertising agency
    Firm whose marketing specialists help advertisers plan and prepare advertisements
  17. Nonmarketing public relations
    Organizational messages about general management issues
  18. Marketing public relations (MPR)
    Narrowly focused public relations activites that directly support marketing goals
  19. Publicity
    Nonpersonal stimulation of demand for a good,service,place,idea,person,or organization by unpaid placement of significant new regarding the product in a print or broadcast medium
  20. Cross-pomotion
    Promotional technique in which marketing partners share the cost of a promotional campaign that meets their mutual needs
  21. Media research
    Advertising research that assesses how well a particular medium delivers an advertiser's message, where and when to place the advertisement, and the size of the audience
  22. Message research
    Advertising research that tests consumer reactions to an advertisement's creative message
  23. Pretesting
    Research that evaluates an ad during its development stage
  24. Posttesting
    Research that assesses advertising effectiveness after it has appeared in a print or broadcast medium
  25. Split runs
    Methods of testing alternate ads by dividing a cable TV audience or a publication's subscribers in two, using two different ads, and then evaluating the relative effectiveness of each
  26. Cookies
    Techniques for collecting information about online Web site visitors in which small text files are automatically downloaded to a user's computer to gather such data as length of visit and the site visited next
  27. Puffery
    Exaggerated claims of a product's superiority, or the use of subjective or vauge statements that may not be literally true

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