CH 17 Flashcards
advertising plan
A section of the firm’s overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful.
branding
In an advertisement, the portion that identifies the sponsor of the ad
body copy
The main text portion of an ad.
cause-related marketing
Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign
continuous schedule
runs steadily throughout the year and therefore is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertisin
flighting
an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of no advertising.
informational appeal
Used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides.
niche media
Channels that are focused and generally used to reach narrow segments, often with unique demographic characteristics or interests
puffery
the legal exaggeration of praise, stopping just short of deception, lavished on a product.
unique selling proposition (USP)
A strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in the entire advertising campaign.
informative advertising
Communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase.
public service advertising (PSA)
Advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing.
