미국마케팅협회 공인마케팅자격증 American Marketing Association's Professional Certified Marketer (AMA PCM) TOPIC 15. Advertising, PR, and Sales Promotion / 광고, PR, 판촉

1. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
TOPIC 16.
ADVERTISING, PUBLIC
RELATIONS AND SALES
PROMOTION

2. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
ADVERTISING

3. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Advertising
Any paid form of nonpersonal communication about an
organization, a product, a service, or an idea by an
identified sponsor 기업, 제품, 서비스, 아이디어에 대해, 지정된
광고주에 의해 집행되는, 비대면적인 커뮤니케이션의 유료적 형태
Advertising is an efficient means for reaching large
numbers of people [기출문장]

4. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

5. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Executing and Assessing the Ad
1 .타겟 고객
2. 광고 목표
4. 광고 예산
3. 셀링 포인트
5. 매체 계획
6. 메시지 결정
8. 평가*
7. 실행

6. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Advertising Process
• Identifying and Analyzing the Target Audience
• Defining the Advertising Objectives
• Creating the Advertising Platform
• Determining the Advertising Appropriation
• Developing the Media Plan
• Creating the Advertising Message
• Executing the Campaign
• Evaluating Advertising Effectiveness*

7. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
TYPES OF ADVERTISING

8. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The Nature and Types of Advertising
A. Product advertising
• Pioneer advertising
• Competitive advertising
• [사례] Comparative advertising
• Reminder advertising
• [사례] Reinforcement advertising

9. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

10. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

11. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
The Nature and Types of Advertising
B. Institutional advertising
• Pioneer advertising
• Competitive advertising
• Reminder advertising
• Advocacy advertising

12. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
MEDIA

13. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Media Plan
A plan that specifies the media vehicles to be used and the
schedule for running advertisements 사용되는 미디어 비히클
을 특정하고, 광고 집행 일정을 짜는 플랜

14. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Major Media Types
• TV
• Radio
• Magazines
• Newspapers
• Yellow pages
• Internet
• Outdoor
• Direct mail

15. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
TV: Advantage
• Reaches extremely large audience
• Uses picture, print, sound, and motion for effect
• Can target specific audiences [기출문장]

16. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
TV: Disadvantage
• High cost to prepare and run ads
• Short exposure time and perishable message
• Difficult to convey complex information

17. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

18. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
TV: Infomercials
Infomercials are program-length (30-minute)
advertisements that take an educational approach to
communication with potential customers. [기출문장]

19. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Radio: Advantage
• Can target specific local audiences
• Ads can be placed quickly
• Can use sound, humor, and intimacy effectively

20. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Radio: Disadvantage
• No visual element
• Short exposure time and perishable message
• Difficult to convey complex information

21. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Magazines: Advantage
• Can target specific audiences
• High-quality color
• Long life of ad
• Can convey complex information

22. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Magazines: Disadvantage
• Long time needed to place ad

23. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

24. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Newspapers: Advantage
• Excellent coverage of local markets
• Ads can be placed and changed quickly
• Quick consumer response

25. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Newspapers: Disadvantage
• Ads compete for attention with other newspaper
features
• Short life span
• Poor color

26. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Internet: Advantage
• Video and audio capabilities
• Animation can capture attention
• Ads can be interactive and link to advertiser

27. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

28. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Internet: Disadvantage
• Animation and interactivity require large files and more
time to load
• Effectiveness is still uncertain

29. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

30. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Internet: Rich Media
Interactive ads have drop-down menus, built-in games, or
search engines to engage viewers [기출문장]

31. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

32. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Outdoor: Advantage
• Local market focus
• High visibility
• Opportunity for repeat exposures

33. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Outdoor: Disadvantage
• Message must be short and simple
• Low selectivity of audience
• Criticized as a traffic hazard

34. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

35. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

36. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Outdoor: Transit Advertising
Messages on the interior and exterior of buses, subway
and light-rail cars, and taxis [기출문장]

37. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Media Terms: Reach
• Reach is the number of different people or households
exposed to an advertisement.
• Rating: the percentage of households in a market that
are tuned to a particular TV show or radio station.

38. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Media Terms: Frequency
• Frequency: the average number of times a person in the
target audience is exposed to a message or
advertisement

39. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Media Terms: GRP
• When reach (expressed as a percentage of the total
market) is multiplied by frequency, an advertiser will
obtain a commonly used reference number called gross
rating points (GRPs). 광고 노출의 총량
• GRP = Reach(Rating) * Frequency

40. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Media Terms: CPM
Cost per thousand (CPM) refers to the cost of reaching
1,000 individuals or households with the advertising
message in a given medium

41. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
SCHEDULING

42. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Advertising Scheduling
Flighting
Pulse
Continuous

43. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Scheduling
• Continuous (steady) schedule
• Flighting (intermittent) schedule: Periods of advertising
+ No advertising
• Pulse (burst, pulsing) schedule: A flighting schedule +
continuous schedule

44. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
EVALUATING ADVERTISING
EFFECTIVENESS

45. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Executing and Assessing the Ad
Pretest
Posttest

46. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Recognition and Recall Tests
In a recognition test, respondents are shown the actual
advertisement and asked whether they recognize it. (이 광고
를 본 적이 있나요?): 인지 테스트
In an unaided recall test, respondents identify
advertisements they have seen recently but are not shown
any clues to help them remember. (지난 주에 본 광고 중 기억
나는 것을 말해 보세요): 상기 테스트

47. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Q&A for Recognition and Recall Tests
Q: 인지테스트, 상기테스트는 왜 할까?
A. 사람들이 광고를 기억하는지, 그 광고를 떠올릴 수 있는지 측정
Q: 사람들이 광고를 기억하고, 떠올리는 것이 왜 중요한가?
A: 사람들은 광고를 본 제품을, 광고를 보지 않은 제품에 비해 더 잘 구
매 하기 때문이다.

48. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
LEGAL AND ETHICAL ISSUES
IN ADVERTISING

49. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
In the United States, the regulation of advertising involves
a complex mix of laws and informal restrictions designed
to protect consumers from deceptive practices
미국의 광고 규제는 속임수 광고로부터 소비자들을 보호하기 위함
Regulatory and ethical issues in advertising

50. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
PUBLIC RELATIONS

51. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
PR
Public relations is a broad set of communication efforts
used to create and maintain favorable relationships
between an organization and its stakeholders.
PR은 기업과 이해관계자 간의 호의적인 관계를 창출하고 유지하기
위해 사용되는 커뮤니케이션 노력의 광범위한 집합이다. [기출문장]

52. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
PR
The most frequently used public relations tool is publicity.
가장 많이 사용되는 PR 도구는 홍보이다.

53. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Publicity
A nonpersonal, indirectly paid presentation of an
organization, good, or service
비대면적이고, 간접적으로 유료인 기업, 제품, 서비스에 대한 제시
(소개) = 홍보

54. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Publicity
A news story type of communication transmitted through
a mass medium at no charge
매스 미디어를 통해 무료로 전달되는 뉴스 스토리 형태의 커뮤니케
이션 = 홍보

55. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

56. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

57. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
News Conference (Press Conference)
A meeting used to announce news events.

58. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

59. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
News Release (Press Release)
A short piece of copy publicizing an event or product

60. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증

61. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Event sponsorship, in which a company pays for part or all
of a special event, like a benefit concert or a tennis
tournament, is another public relations tool.
이벤트 스폰서쉽 내에서, 기업은 자선 음악회 또는 테니스 시합 같은
특별한 이벤트의 일부 또는 전부에 자금을 지원한다.
Event Sponsorship

62. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Event sponsorship can gain companies considerable
amounts of free media coverage.
이벤트 스폰서쉽 덕분에 기업들은 많은 무료 매체 노출 기회를 가질
수 있다. [기출문장]
Event Sponsorship

63. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
SALES PROMOTION

64. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Sales Promotion
An activity and/or material intended to induce resellers or
salespeople to sell a product or consumers to buy it 재판매
업자 또는 영업사원들에게 제품을 팔게 하거나 소비자들에게 제품을
사게 하도록 의도한 행동 또는 물품 [용어집]

65. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Consumer-Oriented Sales Promotions
• Samples
• Loyalty Programs
• Point-of-Purchase Displays
• Rebates
• Product Placements
• Coupons
• Deals
• Premiums
• Contests
• Sweepstakes

66. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Coupons
Written price reductions used to encourage consumers to
buy a specific product

67. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Deals
A type of short-term price reduction that can take several forms,
such as a "featured price," a price lower than the regular price; a
"buy one get one free" or BOGO offer; or a certain percentage
"more free" offer contained in larger packaging; can involve a
special financing agreement, such as reduced percentage interest
rates or extended repayment terms. 일종의 단기적인 가격 인하를 의미
하며 다음과 같은 몇가지 형태를 취한다. 1) 특별 가격: 일반 가격보다 더 낮은
가격 2) BOGO 3) 좀 더 큰 포장에 담아 특정 비율만큼 공짜로 더 주는 것 3) 특
별한 저리 또는 장기할부 조건 등. [용어집]

68. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Premiums
An item offered free or at a minimum cost as a bonus for
purchasing a product 어떤 제품을 구매한 것에 대해 대한 보너스
로 공짜 또는 최소의 금액으로 제공하는 어떤 아이템 [용어집]

69. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
(Consumer) Contests
Sales promotion methods in which individuals compete for
prizes based on their analytical or creative skills 판촉 방법
의 일종으로서, 이 방법 내에서 개인들은 그들의 분석적 또는 창의적
기술에 기반하여 상을 타기 위해 경쟁하게 된다.

70. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
(Consumer) Sweepstakes
A sales promotion in which entrants submit their names
for inclusion in a drawing for prizes 당첨 목록에 포함되기 위해
참가자가 자신의 이름을 제출하는 판매촉진. [용어집]

71. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Samples
Sampling, which is offering the product free or at a greatly
reduced price.

72. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Loyalty Programs
Specifically designed to retain customers by offering
premiums or other incentives to customers who make
multiple purchases over time 선물 또는 기타 인센티브를 반복
구매한 고객에게 전달하는 방법으로 고객을 유지하기 위해 특별하게
디자인된 프로그램.

73. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Point-of-Purchase Displays
Signs, window displays, display racks, and similar devices
used to attract customers 고객을 유치하기 위해 사용되는 간판,
윈도우 진열, 진열장, 그리고 유사한 장비

74. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Rebate
Return of money based on proof of purchase.

75. AMA’s Professional Certified Marketer 미국마케팅협회 공인마케팅자격증
Product Placements
The strategic location of products or product promotions
within entertainment media content to reach the product's
target market 제품의 표적시장에 도달하기 위한 TV 프로그램 내
에서의 제품의 전략적 배치 또는 제품 프로모션