Internet Marketing | Chapter 6 & 7

is the strategy by which the company accomplishes its advertising objectives and consists of: • Creating advertising messages • Selecting advertising media

Advertising strategy

also known as branded entertainment, involve making the brand an inseparable part of some form of entertainment or content.

Brand integrations

is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Advertising

indicate whether the ad and media are communicating the ad message well and can be tested before or after the ad runs.

Communication effects

is a measure of how many times the average person in the target market is exposed to the message

Frequency

While traditional mass media still make up a majority of today's media mixes, companies have added digital, mobile, and social media that cost less, target more effectively, and ________.

engage consumers more fully

An illustration, a headline, and a copy are the three ________ elements of an advertisement.

format

The number of times an average person in the target market is exposed to a message is known as the ________ of the message.

frequency

involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support.

Development

is a measure of things such as ratings, readership, listenership, and click-through rates.

Engagement

is the qualitative value of a message exposure through a given medium.

Impact

is used when introducing a new product category to build primary demand

Informative advertising

How can public relations have a strong impact at a much lower cost than advertising?

Interesting brand stories, events, videos, or other content can be shared by sources out of the company's control, but to its benefit.

involves maintaining relationships with shareholders and others in the financial community.

Investor relations

What is an advantage of consumer-generated content?

It can provide new creative ideas.

involves building and maintaining relations with legislators and government officials to influence legislation and regulation.

Lobbying

is when the advertiser turns the big idea into an actual ad execution that will capture the target market's attention and interest. The creative team must find the best approach, style, tone, words, and format for executing the message.

Message execution

advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform.

Native advertising

is important with increased competition to build selective demand.

Persuasive advertising

involves the creation and placing of newsworthy information to attract attention to a person, product, or service.

Press relations or press agency

involves publicizing specific products.

Product publicity

involves building and maintaining national or local community relations.

Public affairs

involves building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.

Public relations

is a measure of the percentage of people in the target market who are exposed to the ad campaign during a given period of time.

Reach

Marketers want to engage consumers in the moment

Real-Time Marketing

is important with mature products to help maintain customer relationships and keep customers thinking about the product.

Reminder advertising

is the net return on advertising investment divided by the costs of the advertising investment.

Return on advertising investment

compare past sales and profits with past expenditures or through experiments.

Sales and profit effects

involves decisions presenting the message effectively and efficiently to the target customer and must consider the message's: • Impact • Effectiveness • Cost

Selecting specific media vehicles

The aim of ________ is to make an advertisement so useful or entertaining that people want to watch it.

advertainment

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________.

advertising

s a specific communication task to be accomplished with a specific target audience during a specific time.

advertising objective

Comparative advertising is also known as ________ advertising.

attack

Product placement in television programs and movies is an example of ________.

branded entertainment

Competitive parity and task methods are considered when making decisions about ________.

budget

Advertising is used mostly by ________.

business firms

Rather than measuring click-through rates, companies now want to track ________ as a more accurate measure of the engagement of the consumers in the message.

consumer expressions

The main block of text in a print ad is referred to as the ________.

copy

When selecting a media vehicle, the media planner looks both at the total cost of using a medium and at the ________.

cost per thousand persons reached

is the compelling "big idea" that will bring an advertising message strategy to life in a distinctive and memorable way. Characteristics of the appeals should be: • Meaningful • Believable • Distinctive

creative concept

Television, as a medium of advertisement, is characterized by ________.

fleeting exposure

What is the first element that a reader most likely notices in a print ad?

illustration

Describing available services and support is most likely a goal of ________ advertising.

informative

When the advertising objective is to build primary demand for a new product category, ________ advertising will most likely be used.

informative

• Determining reach, frequency, impact, and engagement • Choosing among major media types • Selecting specific media vehicles • Choosing media timing

major steps in advertising media

The decisions about impact and engagement of an advertisement fall into the category of ________ decisions.

media

Which term refers to the general idea that will be communicated to consumers through an advertisement?

message strategy

Advertising objectives should be based on the marketing mix, positioning, and ________.

past decisions about the target market

The first step in creating effective advertising messages is ________.

planning a message strategy

Which of the following promotion tools involves building up a positive corporate image and handling unfavorable stories and events?

public relations

You receive a report that 68 percent of your target market has been exposed to your ad campaign during a given period of time. Which of the following aspects of media selection is represented by this information?

reach

An advertising objective is classified by its primary purpose, which is to inform, persuade, or ________.

remind

Keeping the brand in a customer's mind during off-seasons is most likely a goal of ________ advertising.

reminder

Which message execution style depicts average people using a product in an everyday setting?

slice of life

News conferences, press tours, and grand openings are examples of ________, a type of tool commonly used by public relations professionals.

special events

You want to advertise your new product. You want good mass marketing coverage and low cost per exposure. You also want to combine sight, sound, and motion and make the advertisement appealing to the senses. You should choose ________ as your advertising media.

television

A pharmaceutical ad features a world-renowned heart surgeon describing the benefits of a medication. Which of the following message execution styles is illustrated in this example?

testimonial evidence