the area in the display that attracts attention first, above all else
What is a focal point?
100
displays that allow customers to handle and examine merchandise without the help of a salesperson, for example tables and shelves for groceries
What are open displays?
100
CPM
What is cost per thousand?
100
The agencies, means or instruments used to convey advertising messages to the public.
What is media?
100
Newspapers, magazines and direct mail
What are examples of print media?
200
permanent or movable store furnishings that hold and display merchandise
What are fixtures?
200
Displays that allow customers to see but not handle merchandise. They are typical displays in places like jewelry stores, where security or breakage is a concern.
What are closed displays?
200
a single exposure to an advertising message
What is an impression?
200
a type of advertising used when the goal is to increase sales.
What is promotional adversiting?
200
television and radio
What are examples of broadcast media?
300
the visual and artistic aspects of presenting a product to a target group of customers
What is display?
300
These displays are designed to promote impulse purchases. They are usually more effective at supporting new products than established ones.
What are point-of-purchase displays?
300
the number of times an audience sees or hears an advertisement
What is frequency?
300
a type of advertising that tries to create a favorable image for a company and foster goodwill in the marketplace.
What is institutional advertising?
300
banner and pop-ups
What are examples of online advertising media
400
the exterior sign or log, marqueee, banners, awnings, windows and the exterior design, ambiance and landscaping
What is the storefront?
400
These are displays that often coincide with seasons or holidays. Banners, signs, props, and similar items are used to create the appropriate atmosphere.
What are store decorations?
400
the amount of space used (column inches) and colors used
What are factors that effect the price of print (newspaper) advertising?
400
sometimes called giveaways or advertising specialties, are relatively inexpensive useful items featuring an advertiser's name or logo (called premiums in Chapter 17)
What is specialty media?
400
found on public transportation including inside trains, and buses; public benches, bus stop shelders, trash cans, etc.
What is transit advertising media?
500
encompasses all of the physical elements that merchandisers use to project an image to customers
What is visual merchandising?
500
Displays that consist of model rooms that allow customers to see how merchandise might look in their homes.
What are architectural displays?
500
the time of day and the duration of time
What are factors that effect broadcast media pricing?
500
the process of selecting the advertising media and deciding the time or space in which the ads should appear to accomplish a marketing objective.
What is media planning?
500
usually alphabetical listings and ads in helpful categories