Marketing Chapter 18
Marketing Chapter 18 MAR 250
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This 1 page Class Notes was uploaded by Melanie Guerrero on Saturday April 23, 2016. The Class Notes belongs to MAR 250 at Pace University taught by Harvey Markowitz in Winter 2016. Since its upload, it has received 8 views. For similar materials see Principles of Marketing (20335) in Marketing at Pace University.
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Date Created: 04/23/16
Chapter 18 Advertising – any paid form of nonpersonal communication about an organization, product, a service, or an idea by an identified sponsor Consumer-oriented sales promotions – are sales tools used to support a company’s advertising and personal selling Cooperative advertising – common sales activity to encourage both better quality and greater quantity in the local advertising efforts of resellers, when a manufacturer pays a percentage of the retailers local advertising expense for advertising the manufacturer’s products Cost per thousand (CPM) – refers to the cost of reaching 1,000 individuals or households with the advertising message given the medium Frequency – average number of times a person in the target audience is exposed to a message or advertisement Full-service agency – provides the most complete range of services, including market research, media selection, copy development, artwork, and production Gross rating points (GRPs) – when reached (expressed as a percentage of the total market) is multiplied by frequency Infomercials – program length (30 minutes) advertisements that take an educational approach to communication with potential customers In-house agencies – made-up of the company’s own advertising staff may provide full services or a limited range of services Institutional advertisements – to build goodwill or an image for an organization rather than promote a specific good or service Limited-service agencies – specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously unpurchased media (media agencies) or providing Internet service (Internet agencies) Posttests – after it has been shown to the target audience to determine whether it accomplished its intended purpose Pretests – are conducts before advertisements are place in any medium Product advertisements – 1. Pioneering (or informational) 2. Competitive (or persuasive) 3. reminder Product placement – involved the use of brand-name product in a movie, television show, video game or commercial for another product Publicity tools – several methods of obtaining nonpersonal presentation of an organization, product, or service without direct cost Rating – percentage of household in a market that are tuned to a particular TV show or radio station Reach – the number of different people or household exposed to an advertisement Trade-orientated sales promotions – sales tools used to support a company’s advertising and personal selling directed to wholesalers, retailers, or distributors