MKTG 2800 Lecture Notes - Lecture 18: News Conference, Product Placement, Press Release
4 Sep 2016
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Document Summary
Chapter 18 advertising, sales promotion, and public relations. Advertising: any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor. Product advertisements: pioneering (inform)- what a product is and what it can do, competitive (persuade) select our brand rather than a competitors, reminder reinforce previous knowledge of a product. Reach: 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. Frequency: the average number of times a person in the target audience is exposed to a message or advertisement. Gross rating points (grps): a commonly used reference number when reach is multiplied by frequency. Cost per thousand (cpm): refers to the cost of reaching 1,000 individuals or households with the advertising message in a given medium.
