role of advertising print ad an ad in a newspaper, magazine, telephone directory, or other...
DESCRIPTION
PRINT AD An ad in a newspaper, magazine, telephone directory, or other publicationTRANSCRIPT
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7.04 ADVERTISING
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Role of Advertising
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PRINT AD
An ad in a newspaper, magazine, telephone directory, or other publication
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DIRECT MAIL ADVERTISING
Printed advertising sent by mail to consumers’ homes
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COMMERCIAL
A brief, one minute or less, TV or radio ad used to promote a product
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INFOMERCIAL
A TV or radio ad that promotes a product and lasts 30 minutes or longer
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POP-UP AD
An ad that suddenly appears on a web page or in an email message
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BILLBOARD
An ad posted on a sign along the highway
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FEDERAL TRADE COMMISSION (FTC) An agency that regulates advertising
to ensure that ads are fair and accurate
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Advertising and Sales Methods
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CLEARANCE SALE
Sale to reduce existing product inventories
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SEASONAL SALE
Sale at particular times of year
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GOING-OUT-OF-BUSINESS SALE Sale when a business is being
liquidated
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HOLIDAY SALE
Sale during a holiday time
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INCENTIVE
A reward used to encourage spending
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COUPON
A small paper clipping that entitles the holder to savings on a product
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REBATE
A partial refund of a product’s purchase price
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SWEEPSTAKES
A drawing to select a winner of money or valuable prizes
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COMMISSION
A percentage of sales income given to the salesperson
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TRADING UP
Convincing customers to buy higher-priced items than they intended
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TELEMARKETER
A person who sells a line of products over the telephone
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DOOR-TO-DOOR REPRESENTATIVE A person who goes house to house
selling a line of products
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DÉCOR
The way in which a store or place of business is decorated
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SLOGAN/JINGLE
Catchy songs, rhymes, phrases used to help consumers remember products
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LOGO
Graphics or symbols that represent a company, used to identify products
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BEAUTY APPEAL
Product that makes you this beautiful, makes you like this person
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TESTIMONIAL
A positive statement made by a person who is endorsing a product or service---usually, a famous person
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ENDORSEMENT
An advertising message that reflects opinions, beliefs, findings, or experiences of a person or group other than the advertiser
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ESCAPE
Associating products with beautiful, adventurous settings to create the illusion of escape for viewers
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LIFESTYLE
Associating a product with a desirable style of living
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BANDWAGON
Attempting to convince consumers that everyone is using the product
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REBEL
Associating products with behaviors that contradict societal norms
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UNFINISHED COMPARISON
Claiming a product “works better”---better than what?
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GROUP IDENTIFICATION
A message that, if you use this product, you will fit in with this group
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TRENDSETTER
A message that, if you use this product, you will stand out from the crowd
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HIDDEN FEARS
A strategy of playing on the fears of consumers
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BEFORE-AND-AFTER COMPARISON “Before” and “after” pictures show
results of a product or treatment
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TRADITIONAL VALUES
Trying to associate with home and family
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PUFFERY
Exaggerated claims intended to increase a product’s reputation or appeal
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LOSS LEADER
An item priced below the retailer’s costs in order to attract customers
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PRICE COMPARISON
Offering products below retail value or implying that the same item is sold at higher prices at other stores
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BAIT AND SWITCH
A retailer advertises a product that it has no intention of selling, hoping to persuade consumers to come and buy a product at a higher price; customer is often told that the “bait” product is “sold out”
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FALSE PROMISE
A promise of a free gift that actually requires that another item be bought first
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INTRODUCTORY OFFER
Indicates new merchandise selling at a price that will soon increase
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DECEPTIVE PRICING
Advertising a “sale” price that is actually no better than the everyday price
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HIDDEN CATCH
When details of an offer are not all clearly disclosed---extra charges, processing fees, other restrictions