PSYC 2390 Lecture Notes - Lecture 2: Sales Promotion, Product Placement
4 Jul 2018
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• Pulse schedule: a flighting schedule is combined with a continuous schedule because of
increases in demand, heavy promotion, or introduction of a new product.
Pre-tests: tests conducted before an advertisement is placed to determine whether it
communicates the intended message or to select among alternative versions of an advertisement.
• Portfolio tests are used to test copy alternatives.
• Jury tests involve showing the ad copy to a panel of customers and having them rate how
they liked it, how much it drew attention, and how attractive it was.
• Theatre tests is where consumers are invited to view new television shows or movies in
which test commercials are also shown.
Limited-service agencies: specialize in one aspect of the advertising process, such as providing
creative services to develop the advertising copy or buying previously unpurchased media space.
In-house agency: a company’s own advertising staff, which may provide full services or a
limited range of services.
Post-tests: tests conducted after an advertisement has been shown to the target audience to
determine whether it has accomplished its intended purpose.
Consumer-oriented sales promotion: sales tools used to support a company’s advertising and
personal selling efforts directed to ultimate consumers; examples include coupons, sweepstakes,
and samples.
Product placement: using a brand-name product in a movie, television show, video, or a
commercial for another product.
Trade-oriented sales: sales tools used to support a company’s advertising and personal selling
efforts directed to wholesalers, distributors, or retailers. Three common approaches are
allowances and discounts, cooperative advertising, and salesforce training.
Cooperative advertising: advertising programs by which a manufacturer pays a percentage of
the retailer’s local advertising expense for advertising the manufacturer’s products.
Document Summary
Pulse schedule: a flighting schedule is combined with a continuous schedule because of increases in demand, heavy promotion, or introduction of a new product. Limited-service agencies: specialize in one aspect of the advertising process, such as providing creative services to develop the advertising copy or buying previously unpurchased media space. In-house agency: a company"s own advertising staff, which may provide full services or a limited range of services. Post-tests: tests conducted after an advertisement has been shown to the target audience to determine whether it has accomplished its intended purpose. Consumer-oriented sales promotion: sales tools used to support a company"s advertising and personal selling efforts directed to ultimate consumers; examples include coupons, sweepstakes, and samples. Product placement: using a brand-name product in a movie, television show, video, or a commercial for another product. Trade-oriented sales: sales tools used to support a company"s advertising and personal selling efforts directed to wholesalers, distributors, or retailers.
