MKTG 301 Exam 3 Coupland PSU
Study online at https://quizlet.com/_ganpyz
1. Promotion Mix -To persuasively communicate customer value and build customer relationships
Goals -To deliver a clear, consistent and compelling message
2. Paid media pays to promote on an external platform
3. Owned media a new category of promotional tactic based on brands becoming publishers of
their content in order to maximize the brands' value to customers
4. Shared media media shared by consumers with other consumers
5. Earned media word-of-mouth or buzz using social media where the advertiser has no control
6. Advertising paid
non personal communication
identified sponsor
7. Narrowcasting targeting media programming at specific populations within society
8. Madison and the merging of advertising and entertainment
Vine ex: apple product in a movie
9. Informative ad- used when introducing a new product category to build primary demand
vertising ex: new iPhone commercial
10. Persuasive ad- is important with increased competition to build selective demand
vertising ex: showing more absorbant paper towels
11. Reminder adver- increase frequency of purchase, good for mature products
tising
12. Budget decisions 1) define specific objectives
(objective & task 2) determine tasks
method) 3) estimate costs of each task
*difficult to do well without data
1/9
, MKTG 301 Exam 3 Coupland PSU
Study online at https://quizlet.com/_ganpyz
13. Slice of Life ad showing people using the product in a normal setting
style
14. Lifestyle ad style showing how product fits with particular lifestyle
15. Fantasy ad style creates fantasy around product or its use
16. Mood/image ad build mood or image around product
style ex: love, serenity, beauty
17. Musical ad style shows someone singing about product
18. Personality sym- character that represents the product
bol ad style
19. Technical exper- show company expertise at making the product
tise ad style
20. Scientific evi- present survey or scientific data showing the brand is better than others
dence ad style
21. Testimonial ad highly believable or likeable source endorsing the product
style
22. Media vehicle a particular option for placement within a media class
ex: monday night football or DWTS
23. Media schedul- continuity (for everyday things or stuff everyone needs)
ing flighting (things that happen at certain times of year)
pulsing (year round items that have spikes during year)
24. Reach % of target market exposed to ad during a given period of time
25. frequency number of times a person in the target market is exposed to an ad
2/9
Study online at https://quizlet.com/_ganpyz
1. Promotion Mix -To persuasively communicate customer value and build customer relationships
Goals -To deliver a clear, consistent and compelling message
2. Paid media pays to promote on an external platform
3. Owned media a new category of promotional tactic based on brands becoming publishers of
their content in order to maximize the brands' value to customers
4. Shared media media shared by consumers with other consumers
5. Earned media word-of-mouth or buzz using social media where the advertiser has no control
6. Advertising paid
non personal communication
identified sponsor
7. Narrowcasting targeting media programming at specific populations within society
8. Madison and the merging of advertising and entertainment
Vine ex: apple product in a movie
9. Informative ad- used when introducing a new product category to build primary demand
vertising ex: new iPhone commercial
10. Persuasive ad- is important with increased competition to build selective demand
vertising ex: showing more absorbant paper towels
11. Reminder adver- increase frequency of purchase, good for mature products
tising
12. Budget decisions 1) define specific objectives
(objective & task 2) determine tasks
method) 3) estimate costs of each task
*difficult to do well without data
1/9
, MKTG 301 Exam 3 Coupland PSU
Study online at https://quizlet.com/_ganpyz
13. Slice of Life ad showing people using the product in a normal setting
style
14. Lifestyle ad style showing how product fits with particular lifestyle
15. Fantasy ad style creates fantasy around product or its use
16. Mood/image ad build mood or image around product
style ex: love, serenity, beauty
17. Musical ad style shows someone singing about product
18. Personality sym- character that represents the product
bol ad style
19. Technical exper- show company expertise at making the product
tise ad style
20. Scientific evi- present survey or scientific data showing the brand is better than others
dence ad style
21. Testimonial ad highly believable or likeable source endorsing the product
style
22. Media vehicle a particular option for placement within a media class
ex: monday night football or DWTS
23. Media schedul- continuity (for everyday things or stuff everyone needs)
ing flighting (things that happen at certain times of year)
pulsing (year round items that have spikes during year)
24. Reach % of target market exposed to ad during a given period of time
25. frequency number of times a person in the target market is exposed to an ad
2/9
