Chapter 16 Advertising, Public Relations, and Direct Response Flashcards
percentage of sales
a method of determining an advertising budget in which a percentage of forecast sales is calculated as the amount to spend on advertising
a method to determine advertising budget based on a fractional value of total sales
click-through rate (CTR)
the ratio of clicks on an ad by viewers to the number of viewers to whom the the ad was exposed
the ratio between viewers who clicked the ad vs the number of viewers the advertisement attained
pay per click (PPC)
a digital advertising payment method in which the advertiser pays the media company, through which the ad is placed, each time a user clicks on a digital ad placed within the media company’s space
paying for advertisement every time a viewer clicks on the advertisement
institutional advertising
a form of advertising designed to enhance a company’s image rather than promote a particular product
a form of advertising to enhance a company’s image rather than promote a particular product
product advertising
a form of advertising that promotes the benefits of a specific good or service
advertising to promote a products benefits
advocacy advertising
a form of advertising in which an organization expresses its views on a particular issue or cause
advertising that expresses the organization’s view on a particular issue or cause
pioneering advertising
a form of advertising designed to stimulate primary demand for a new product or product category
advertising to stimulate primary demand for a new product
competitive advertising
a form of advertising designed to influence demand for a specific brand
advertising campaign
a series of related advertisements focusing on a common theme, slogan, and set of advertising goals
a group of similar ads with a unified tone or message
advertising objective
a specific communication task that a campaign should accomplish for a specified target audience during a specific period
a specific communication task that a campaign should accomplish
advertising appeal
a strategy used by the advertiser to engage the attention of a viewer, reader, listener, and or potential customer
a strategy used by the advertiser to engage the attention of a viewer
unique selling proposition (USP)
a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
the one thing that makes the business/product better than the competition
programmatic buying
using an automated system to make media buying decisions in real time
The use of software to buy digital advertising
medium
the channel used to convey a message to a target market
media planning
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
the series of decision advertisers make regarding the selection and use of media
cooperative advertising
an arrangement in which the manufacturer and retailer splits the cost of advertising the manufactures brand
the manufacturer and retailer splits the cost of advertising the manufacturers product/brand
cord cutting
discontinuing or never committing to a tv cable or satellite provider
discontinuing or never committing to a tv provider
infomercial
a 30 minute or longer advertisement that looks more like a TV talk show than a sales pitch
mobile advertisement
advertisement that displays text, images, and animated ads via mobile phones or other mobile devices that are data-enabled
advergaming
placing advertising messages in web-based or videogames to advertise or promote a product, service, an organization, and or issue
social gaming
playing an online game that allows for social interaction between players on social media platform
media mix
the combination of media to be used for a promotional campaign
cost per contact
the cost of reaching one member of the target market
cost per click
the cost associated with a consumer clicking on a display or banner ad
reach
the number of target consumers exposed to a commercial at least once during a specific period, usually four weeks
The number of consumers exposed to a commercial during a specific period
frequency
the number of times an individual is exposed to a given message during a specific period
how often the stimuli is presented
audience selectivity
the ability of an advertising medium to reach a precisely defined market
media schedule
designation of the media, the specific publications or programs, and the insertion dates of advertising
the time and place the media will take effect
continuous media schedule
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
flighted media schedule
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
pulsing media schedule
a media scheduling strategy that uses continuous scheduling throughout
the year coupled with a flighted schedule during the best sales periods
seasonal media schedule
a media scheduling strategy that runs advertising only during times of the
year when the product is most likely to be purchased
product placement
a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on
the Internet; or at special events
sponsorship
a public relations strategy in which a company spends money to support an issue, a cause, or an event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image
cause-related marketing
a type of sponsorship involving the association of a for-profit company with a non-profit organization; through the sponsorship, the company’s product or service is promoted, and money is raised for the non-profit
ambush marketing
when an advertiser attempts to position itself with an event but is not sanctioned as an official sponsor
experimental marketing
a form of advertising that focuses on helping customers experience a brand such that a memorable and emotional connection is formed between the customer and the brand
crisis management
a coordinated effort to handle all the effects of either unfavourable publicity or an unexpected unfavourable event
do not call list (DNCL)
a free service whereby Canadians register their telephone number to reduce or eliminate phone calls from telemarketers
