Intro
What are the 4 P's?
Price, Product, Place, Promotion
Is the extent to which the recipient sees the source as having relevant knowledge, skill, or experience and trusts the source to give unbiased, objective information.
Credibility
The general category of available delivery systems, which includes broadcast media (like TV and radio), print media (newspapers, magazines), direct marketing, outdoor advertising, and other support media.
Medium
a practice in which manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured in movies and television programs.
Product Placement
often appear when you access certain cites and are usually larger than banner ads but smaller than full screen.
Pop-up Advertising
_____ Media
Channels a marketer pays to leverage and includes traditional advertising media such as television, radio, print, outdoor, and direct mail as well as various forms of digital advertising such as paid search and online display and video ads.
Paid media
Applying _____
Marketers want to use communicators with high credibility.
Expertise
A measure of the number of different audience members exposed at least once to a media vehicle in a given number of time.
Reach
A FORM OF ADVERTISING THAT BLENDS MARKETING AND ENTERTAINMENT THROUGH TELEVISION, FILM, MUSIC TALENT, AND TECHNOLOGY.
Branded Entertainment
Full page ads that appear on your screen while you are waiting for a site's content to download.
Interstitials
_____ Media
Exposure for a company or brand that it did not have to pay for and is generated by outside entities such as the media or the general public.
Earned Media
Applying _______
While expertise is important, the target audience must also find the source believable.
Truthworthiness
refers to a continuous pattern of advertising, which may mean every day, every week, or every month.
Continuity
Advertising that uses ____ products, such as ad specialties, premiums, business gifts, awards, prices, or commemoratives.
Give 3 examples
Promotional Products
Based on advertisers' targeting consumers by tracking their website surfing behaviors, such as which websites they have visited and/or what searches they have made.
Behavioral Targeting
______ Media
Channels of marketing communication that a company controls, such as its websites, blogs, and mobile apps, as well as social media channels such as Facebook, Twitter, Instagram, and YouTube.
Owned Media
The practice of either directly or indirectly naming competitors in an ad and comparing one or more specific attributes.
Competitive Advertising
Continuity is maintained, but at certain times promotional efforts are stepped up. In the beer industry, advertising continues throughout the year but may increase at holiday periods such as Memorial Day, Labor Day, or the 4th of July.
Pulsing
___ Media
AISLE DISPLAYS, STORE LEAFLETS, SHOPPING CART SIGNANGE, AND IN-STORE TV TO REACH SHOPPERS AT THE PLACE WHERE THEY BUY.
In-store Media
Some of these commercials appear before the content that the user is seeking. These ads, called pre-rolls, are becoming more commonly employed by online advertisers, with some requiring that you watch the ad prior to receiving the content.
Online Commercials
What is defined as "Any Paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor."
Advertising
______ message- Mentions only positive attributes or benefits
One-Sided Message
At some periods there are heavier promotional expenditures, and at others there may no advertising. Snow Skis are advertised heavily between October and April; less is May, August, and September, and not at all in June and July
Flighting
2 Advantages of Promotional Products
Selectivity, Frequency, Cost, Goodwill
While the site is primarily used by professionals to network, businesses have used banner ads on the site in an attempt to reach this professional audience to promote their products and services.