Number of flashcards in this category: 22.
1.	4. evaluation		Look at awareness, purchase intention, perceptions. - Gets cut the most often by small budget companies.
2.	% of selling that is advertising		Averages out to 5-7%. (Varies based on item)
3.	GRP		gross ratings points: % of target audience reached e.g. Ad shown 5 times, reaches 50% audience each time has 5*50% = 250 GRP.
4.	guerilla marketing		Deliver mktg where we're not expecting it = more likely to pay attention. - effective for a few uses, then gets old
5.	product placement		Showing brands in movies, TV shows, and video games. (Paid endorsement)
6.	promotion irony		word of mouth (and public relations) are most influential in advertising, but the least controllable
7.	1. promotion objectives		Vary based on PLC. A new product, might be to try to inform, create awareness and persuade to try. A mature product, may be "reminder" of brand.
8.	IMC		integrated marketing communications - Try to integrate sales promotions, personal selling, public relations and word of mouth
9.	3a. message		Use a creative strategy to appeal. - try to differentiate product/brand and how it is remembered. - draw on emotions: sex, fear, humor - simplistic emotions are best, not too extreme
10.	3b. the media		"vehicle" to getting message across - used to be newspapers, magazines, etc. - Now, more various ways to reach people. Everybody spending a ton; need to "cut through clutter"
11.	word of mouth		- create a buzz, viral mktg - most influential - general, norm way of making a decision
12.	metric		A way to measure something.
13.	pull		Get grassroots customers excited, who then demand retailers and wholesalers to get it. Requires higher spending to get consumers into it.
14.	media trends		tv - falling radio - stable magazine - stable internet - shooting up newspaper - dropping slightly
15.	push		Push products through distribution channels. Get wholesalers into it, who get retailers into it, who try and push it to the customers.
16.	advertising cycle		1. Objectives 2. Budget 3. Message & Media 4. Evaluation
17.	advertainment		Program is built around a sponsor; e.g. TV shows (Apprentice, American Idol). Major differentiator: sponsor comes first, THEN show story is built around it.
18.	public relations		Good communication with ALL public (customers, stockholders, gov't, suppliers) - can't always control media's message, or interest in your deeds ex: Dove Campaign for Real Beauty. Created a lot of positive free press.
19.	CPM		Cost to reach each 1000 people.
20.	personal selling		- Sales force are in direct, face-to-face contact with customer (e.g. b2b) - high cost - slow, ineffective to reach large number of individual customers. Must ensure sales force maintain company aims. - builds stronger, more personal relationships with customers
21.	2. promotion budget		10% of soap only 1.2% of computers Varies on product. Strategically, spend as much as your competitors (parity)
22.	commercial product placement		ex: Google pays to be announced at the end of other companie's commercials