Promotion as communication
Any distracting information in a message transmission
Noise
Any non-paid communication about a product, service, company, or cause
Publicity/public relations
Useful and inexpensive items given away with the businesses' name printed on them
Specialty media advertising
The photo or graphic used in the print ad
Illustration
The “Got Milk” advertising campaign.
Institutional promotion
Advertising copy that states "Only 3 days left!" is trying to
Encourage action
A receivers response to an advertisement
Feedback
The difference between advertising and public relations
Advertising is paid, public relations are unpaid
The ultimate advertising medium for many businesses because it can communicate a message with sound, action and color
Television
The saying in a print ad that get's the readers attention and leads the customer to read the rest of the ad
Headline
Advertising a certain product for a company
Product promotion
The amount of time required to place an ad
Lead time
The vehicle by which a communication message travels. Could be a television, radio, billboards, magazine, newspaper, outdoor media, etc.
Message channel
The objective of sales promotion
To generate short term sales
This form of media has a targeted audience, long life span, and high pass along rate
Magazine
The selling message or "talking" part of the ad
Copy
Used to bring people to the company as a whole
Institutional promotion
Before deciding on the most appropriate advertising media, it is important to
Establish a target market
Businesses receive positive feedback about their promotional efforts when
Customers buy their products
Addressing individuals directly in hopes of making customers
Any online pathway that businesses use to reach and engage with consumers (Search, social, websites, chat)
The part of the ad that is the distinctive identification symbol for a business
Logo
Creating loyal customers is a goal of
Pull marketing
List the parts of AIDA AND give a definition for each
Attention, Interest, Desire, Action
When a sender converts a message into an idea that a receiver can understand
Encoding
The four parts to consider when creating an effective promotional mix
1. Consider the target audience
2. Marketing goals
3. The market you’re selling in
4. Available budget
Content marketing
The planning, development and publication of information
To maximize the impact of print advertisement, the headline, copy, illustration and logo should be coordinated to
Create visual appeal
When trying to stand out in a niche market, companies often rely on _____
Push marketing
the three purposes of advertising
Inform, remind, persuade