Ch 16

Question 1

Advertising Response Function

Answer 1

a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns

Question 2

Institutional Advertising

Answer 2

A form of advertising designed to enhance a company’s image rather than promote a particular product

Question 3

Product Advertising

Answer 3

A form of advertising that touts the benefits of a specific good or service

Question 4

Advocacy Advertising

Answer 4

A form of advertising in which an organization expresses its views on controversial issues or responds to media attacks

Question 5

Pioneering Advertising

Answer 5

A form of advertising designed to stimulate primary demand for a new product or product category

Question 6

Competitive Advertising

Answer 6

A form of advertising designed to influence demand for a specific brand

Question 7

Comparative Advertising

Answer 7

A form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes

Question 8

Advertising Campaign

Answer 8

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals

Question 9

Advertising objective

Answer 9

A specific communication task that a campaign should accomplish for a specified target audience during a specified period

Question 10

Advertising Appeal

Answer 10

A reason for a person to buy a product

Question 11

Unique Selling Proposition

Answer 11

Desirable, exclusive, and believable advertising appeal selected as the theme for a campaign

Question 12

Medium

Answer 12

The channel used to convey a message to a target market

Question 13

Media Planning

Answer 13

the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to the target audience

Question 14

Infomercial

Answer 14

A 30-minute or longer advertisement that looks more like a television talk shows than a sales pitch

Question 15

Advergaming

Answer 15

Placing advertising messages in web-based, mobile, console, or handheld video games to advertise or promote a product, service, organization, or issue

Question 16

Media Mix

Answer 16

The combination of media to be used for a promotional campaign

Question 17

Cost per contact (Cost per thousand (CPM))

Answer 17

The cost of reaching one member of the target market

Question 18

Cost Per Click

Answer 18

The cost associated with a consumer slicking on a display or banner ad

Question 19

Reach

Answer 19

the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks

Question 20

Frequencey

Answer 20

The number of times an individual is exposed to a given message during a specific period

Question 21

Audience Selectivity

Answer 21

The ability of an advertising medium to reach a precisely defined market

Question 22

Media Schedule

Answer 22

Designation of the media, the specific publications or programs, and the insertion dates of advertising

Question 23

Continuous media schedule

Answer 23

A media scheduling strategy in which advertising is run steadily throughout the advertising period; used for products in the later stages of the product life cycle

Question 24

Flighted media schedule

Answer 24

A media scheduling strategy in which ads are run heavily every other month or every two weeks to achieve a greater impact with an increased frequency and reach at those times

Question 25

Pulsing media schedule

Answer 25

A media scheduling strategy that uses continuous scheduling throughout the year coupled with a flight schedule during the best sales period

Question 26

Seasonal media schedule

Answer 26

A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used