ADVERTISING, PUBLICITY, AND SALES PROMOTION
any paid form of nonpersonal communication about an
organization, good, service, person, or idea by an
The general objectives are to inform, persuade, and/or
A target audience consists of the people that you expect to reach
with your marketing communications.
the creation and execution of a series of advertisements
to communicate with a particular target audience
SELECTING ADVERTISING MEDIA
the percentage of people in the target market who are
exposed to an ad campaign during a given period
advertising that reaches people who are not part of the target audience
the number of people who receive a particular publication
- passalong rate (print)
associated with the number of people who are exposed to a publication
in addition to the original subscriber or buyer
the number of times the average person in the target market
is exposed to an advertising message during a given period
selecting media vehicles
- television shows
- radio programs
- - etc.
DECIDING ON MEDIA TIMING: FLIGHTING
the length of time that a broadcaster's campaign runs
(can be days, weeks, or months, but does not refer to a year)
a flighting schedule alternates periods of activity
steady schedule (continuity)
advertising is funded at a steady or regular schedule
throughout the year
TRADITIONAL MEASURES OF ADVERTISING COST EFFECTIVENESS
Cost Per Thousand: cost of reaching 1000 individuals or
households with the advertising message in a given medium
cost of a single insertion
no. of target market members in audience
EVALUATION OF INTERNET ADVERTISING COST EFFECTIVENESS
Pay-per-click: An advertising pricing model in which the advertiser pays for
each click-through made on a Web advertising link.
Also known as cost-per-click (CPC) advertising.
click-through rate (CTR)
The number of people who clicked on an advertising link vs. the number of
people who were exposed to the ad link.
the verbal portion of advertisements
the physical arrangement of an ad, including the illustrations
(photographs, drawings, charts, tables, etc.) and copy
a mockup combining copy and visual material to show the
sequence of major scenes in a commercial
EVALUATING TRADITIONAL ADVERTISING EFFECTIVENESS
evaluations of ads performed before a campaign begins
evaluation of advertising effectiveness after the campaign
- recognition test
- unaided recall test
- aided recall test
EVALUATING INTERNET ADVERTISING EFFECTIVENESS
The number of visitors who leave a web page without clicking on anything
vs. the total number of page visitors.
customer conversion rate (CCR)
The percentage of website visitors who engage in a target action, such as
making a purchase.
The total cost of an advertising campaign vs. the number of target actions
(e.g., number of purchases made on a website as a result of visits referred by
PPC hosted advertising).
nonpersonal, indirectly paid presentation about an organization, good,
service, person, or idea
news release, press release
A brief copy of an article about an organization or event that is sent
to a news agencies, news papers, magazines, radio stations, etc. in the hopes
that it will be printed or announced in part or in full.
An article about an organization or event that is published in a newspaper
A photograph accompanied by a brief description in a newspaper or magazine.
A meeting with news people to announce news or events about an organization.
short term incentives to encourage purchase or sales of a
offers to consumers of a trial amount of a product
certificates that give buyers a saving when they purchase a
offers to refund part of the purchase price of a product
deals (cents-off offers)
short term price reductions
goods offered either free of at low cost as an incentive to
buy a product
point of purchase displays (pop)
displays at the point of purchase or sale
consumers attempt to win a prize by applying analytical or
consumers attempt to win a prize without analytical or
15 JUL 05