Terms sheet

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Terms sheet

  1. 1. Chapter 11 Scatter market Spot advertising National sport advertising Syndicated programs Dayparts (TV and Radio) Program rating Share of audience Sweeps • Print Media - Publications such as newspapers, magazines, direct mail, outdoor, and the like. • Media Vehicle - The specific message carrier, such as the Washington Post or Tonight Show. • Coverage - The potential audience that might receive the message through the the vehicle. • Reach - The actual number of individual audience members reached at least once by the vehicle. • Frequency - The number of times the receiver is exposed to vehicle in a specific time period. Chapter 12 Gatefolds Bleed pages Split runs Pass-along readership Selective binding Display advertising Standard advertising units (SAU) Flat rates Run of paper (ROP) • Display Ads – Local (mostly retail) – General (often national) – Paid reading notices (editorial look) • Classified Ads – Small items arranged by topic – Rates based in size, duration – Classified display - combination • Public Notices – Legal notices - public reports – Notices by people, organizations – Financial reports
  2. 2. • Printed Inserts – Prepared by separate advertisers • National Rates • Flat Rates • Open Rates • Combination Rates • Color Rates • Preferred Position • Split Runs • Local Rates • Earned Rates • Short Rates • Run-of-Paper [ROP] • Insertion Rates • Differential Rates • Split Run Rates Chapter 13 Support media Out-of-home advertising Transit advertising Promotional products marketing Product placement Specialty Advertising Defined Placements Chapter 14 • Direct selling • Direct mail • Telemarketing • Internet selling • Direct action marketing • Catalog selling • Cable TV selling, etc. Outbound and Inbound Telemarketing Chapter 15 Affiliations Banner ads Sponsorships Pop-ups Interstitials3 Links
  3. 3. E-Commerce Push technologies SPAM Cookie – Hits • Number of requests for a site component – Viewers • Number of visits to a site – Unique visitors • Number of different visitors per period – Clicks (Click-throughs) • Number of visitors clicking on a banner ad – Click-through rate • Ratio of click-throughs from an ad to a page at the advertiser's website – Impressions per page views • Number of times viewers view a page Chapter 16 Sales promotion Consumer-oriented sales promotion Trade-oriented sales promotion Consumer franchise-building (CFB) promotions Bounce-back coupon Premium Self-liquidating Bonus packs Push money Planograms Cooperative advertising Chapter 17 Public relations Press release Press conference Publicity Video news, release (VNR) Corporate advertising Image advertising Advocacy advertising Cause-related marketing Chapter 18 Relationship marketing
  4. 4. Order taking Creative selling Missionary sales Prospecting Qualified prospects Close Cross sell Chapter 19 • Pretesting – Laboratory Methods • Consumer juries • Portfolio tests • Psychological measures • Theater tests • Rough tests • Concept tests • Reliability tests • Comprehension tests • Reaction tests • Pretesting – Field Methods • Dummy ad vehicles • On-air tests • Posttests – Field Methods • Recall tests • Association measures • Single-source systems • Inquiry tests • Recognition tests • Tracking studies

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