Chapter 6

Radio Advertising

Audience listens to the commercials over stations such as classic rock

emotional buying decisions

Based on the desire to have a specific product or service

rational buying decisions

Based on the logical reasoning of customers

Online Advertising

Combines color, imagery, animation, and other elements to attract the reader's attention. Has become widely used by businesses to promote their products and services online.

personal selling

Direct communication between a prospective buyer and a sales representative in which the sales rep attempts to influence the prospective buyer in a purchase situation

physical distribution

Includes transportation, storage, handling, and packaging of products within a channel of distribution

telephone directory advertising

Lists the phone numbers of people and businesses in a certain area

direct channel

Moves the product directly from the manufacturer to the consumer

channels of distribution

Routes that products and services take from the time they are produced to the time they are consumed

public relations

The act of establishing a favorable relationship with customers and the general public

benefits

The advantages that could result from features

indirect channel

Uses intermediaries to move products

Television Advertising

Usually comes in the form of commercials and paid advertisements

banner ad

a graphic image or animation displayed within a rectangular box across the top or down the side of a web page

publicity

a non-paid form of communication that calls attention to your business through media coverage

advertising

a paid form of communication sent out by a business about a product or service

press release

a written statement meant to inform the media of an event or product

sales promotion

an incentive offered to customers in order to increase sales

distribution

An important component of the marketing mix that involves the locations and methods used to make products available to customers

trick banner

A banner ad that looks like a dialog box with buttons, often appearing like an error message or an alert

pop up ad

A new window that opens in front of the current one, displaying an ad

rebate

A refund offered to people who purchase a product

wallpaper ad

An ad which changes the background of the page being viewed

floating ad

An ad which moves across the screen or floats above the page content