Chapter 15

Question 1

advertising allowances

Answer 1

price reductions to firms further along in the channel-to encourage them to advertise or otherwise promote the firm’s products locally

Question 2

cooperative advvertising

Answer 2

involves producers sharing in the cost of ads with whole salers or retailers

Question 3

product advertising

Answer 3

tries to sell a product

Question 4

institutional advertising

Answer 4

promotes an organization’s image, reputation, or ideas rather than a specific product

Question 5

pioneering advertising

Answer 5

tries to develop primary demand for a product category rather than demand for a specific brand

Question 6

competitive advertising

Answer 6

tries to develop selective demand for a specific brand

Question 7

direct competitive advertising

Answer 7

aims for immediate buying action

Question 8

indirect competitive advertising

Answer 8

points out product advantages to affect future buying decisions

Question 9

comparative advertising

Answer 9

making specific brand comparisons-using actual product names

Question 10

reminder advertising

Answer 10

tries to keep the products name before the public

Question 11

advertising media

Answer 11

the various means by which the message is communicated to the target market

Question 12

pay per click

Answer 12

advertising model when advertisers pay media costs only when a customer clicks on the ad and links to the advertisers website

Question 13

retargeting

Answer 13

displays ads to a web user based on sites they have previously visited

Question 14

copy thrust

Answer 14

what the words and illustrations should communicate (want advertising to be streamlined within each ad)

Question 15

advertising agencies

Answer 15

specialists in planning and handling mass selling details for advertisers

Question 16

corrective advertising

Answer 16

ads to correct deceptive advertising (regulated by the FTC-think Pom Wonderful Ad)