Marketing Chapter 18 Vocabulary – Flashcards
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frequency
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The average number of times a person in the target audience is exposed to a message or an advertisement.
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full-service agency
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An advertising agency that provides the most complete range of services, including market research, media selection, copy development, artwork, and production.
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gross rating points (GRPs)
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A reference number used by advertisers that is obtained by multiplying reach (expressed as a percentage of the total market) by frequency.
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infomercials
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Program-length (30-minute) advertisements that take an educational approach to communication with potential customers.
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in-house agencies
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Consist of the company's own advertising staff, who may provide full services or a limited range of services.
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institutional advertisements
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Advertisements designed to build goodwill or an image for an organization rather than promote a specific good or service.
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limited-service agencies
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Advertising agencies that specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy, buying previously unpurchased media space, or providing Internet services.
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posttests
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Tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose.
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pretests
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Tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisement.
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product advertisements
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Advertisements that focus on selling a good or service and which take three forms: (1) pioneering (or informational), (2) competitive (or persuasive), and (3) reminder.
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product placement
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A consumer sales promotion tool that uses a brand-name product in a movie, television show, video game, or a commercial for another product.
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publicity tools
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Methods of obtaining nonpersonal presentation of an organization, good, or service without direct cost, such as news releases, news conferences, and public service announcements.
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rating
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The percentage of households in a market that are tuned to a particular TV show or radio station.
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reach
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The number of different people or households exposed to an advertisement.
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trade-oriented sales promotions
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Sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers.
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