Koofers

chapter 16 - Flashcards

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Class:MKT 320F - FOUNDATIONS OF MARKETING
Subject:Marketing
University:University of Texas - Austin
Term:Fall 2011
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institutional advertising its basic objective is to develop goodwill or improve an organizations relations with various groups, not only customers but also current and prospective channel member, suppliers, shareholders, employees and the general public 

·      focuses on the name and prestige of an org; used to present the company in favorable light; other orgs use it to advocate a specific cause or idea

advertising allowances price reductions to firms further along the channel to encourage them to advertising or promote the company locally    
• cooperative advertising:

·      :  involves producers sharing in the cost of ads with wholesales or retailers; this helps intermediaries compete in local markets

kt niit also helps the producers get more promotions for the advertising dollar because media usually gives local advertiser lower rates than national or international firms. 

it 


choosing the best medium

·      depends on promotion objectives, target market, funds, nature of media (reach and frequency with what impact and cost)

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pop under ads which opens udner the web page being viewed so its ually isnt’ noticed until after closing a browser 
banner ads

·      are small rectangular boxes that usually get igrnoed, it includes text and graphic 

pay per click

·      only if ads deliver – is a big shift from traditional media wehre frims pay fro ads based on an estimate of how many people will see the ad 

click fraud occurs when a person or soft ware program automatically clicks on an ad without having an interest in the ad's subject 
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copy thrust what the words and illustrations should communicate, THIS IS THE JOB THE ADVERITSING SPECIALISTS 
unique selling proposition

·      – that aims at an important unsatisfied need. 

advertising agencies

·      :  specialists in planning and handling mass-selling details for advertisers

Measuring Advertising Effectivenes is Not Easy

·      hard to prove that advertising drove profits to increase

·      research and testing can improve odds:  feedback helps as well

·      internet activity easy to track

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publicity

· is any upaid form of nonpersonal presentation of ideas, goods, or services

o   the prominent and the promotion tool

pass along occurs when one person suggests that others read or watch something . people are more likely to watch things that are recommended
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 institutional advertisingits basic objective is to develop goodwill or improve an organizations relations with various groups, not only customers but also current and prospective channel member, suppliers, shareholders, employees and the general public 

·      focuses on the name and prestige of an org; used to present the company in favorable light; other orgs use it to advocate a specific cause or idea

 advertising allowancesprice reductions to firms further along the channel to encourage them to advertising or promote the company locally    
 • cooperative advertising:

·      :  involves producers sharing in the cost of ads with wholesales or retailers; this helps intermediaries compete in local markets

kt niit also helps the producers get more promotions for the advertising dollar because media usually gives local advertiser lower rates than national or international firms. 

it 


 choosing the best medium

·      depends on promotion objectives, target market, funds, nature of media (reach and frequency with what impact and cost)

 pop under adswhich opens udner the web page being viewed so its ually isnt’ noticed until after closing a browser 
 banner ads

·      are small rectangular boxes that usually get igrnoed, it includes text and graphic 

 pay per click

·      only if ads deliver – is a big shift from traditional media wehre frims pay fro ads based on an estimate of how many people will see the ad 

 click fraudoccurs when a person or soft ware program automatically clicks on an ad without having an interest in the ad's subject 
 copy thrustwhat the words and illustrations should communicate, THIS IS THE JOB THE ADVERITSING SPECIALISTS 
 unique selling proposition

·      – that aims at an important unsatisfied need. 

 advertising agencies

·      :  specialists in planning and handling mass-selling details for advertisers

 Measuring Advertising Effectivenes is Not Easy

·      hard to prove that advertising drove profits to increase

·      research and testing can improve odds:  feedback helps as well

·      internet activity easy to track

 publicity

· is any upaid form of nonpersonal presentation of ideas, goods, or services

o   the prominent and the promotion tool

 pass alongoccurs when one person suggests that others read or watch something . people are more likely to watch things that are recommended
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