Chapter 16 Advertising, Public Relations, and Direct Response

Question 1

percentage of sales

Answer 1

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

Question 2

click-through rate (CTR)

Answer 2

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

Question 3

pay per click (PPC)

Answer 3

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

Question 4

institutional advertising

Answer 4

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

Question 5

product advertising

Answer 5

a form of advertising that promotes the benefits of a specific good or service

advertising to promote a products benefits

Question 6

advocacy advertising

Answer 6

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

Question 7

pioneering advertising

Answer 7

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

Question 8

competitive advertising

Answer 8

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

Question 9

advertising campaign

Answer 9

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

Question 10

advertising objective

Answer 10

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

Question 11

advertising appeal

Answer 11

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

Question 12

unique selling proposition (USP)

Answer 12

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

Question 13

programmatic buying

Answer 13

using an automated system to make media buying decisions in real time

The use of software to buy digital advertising

Question 14

medium

Answer 14

the channel used to convey a message to a target market

Question 15

media planning

Answer 15

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

Question 16

cooperative advertising

Answer 16

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

Question 17

cord cutting

Answer 17

discontinuing or never committing to a tv cable or satellite provider

discontinuing or never committing to a tv provider

Question 18

infomercial

Answer 18

a 30 minute or longer advertisement that looks more like a TV talk show than a sales pitch

Question 19

mobile advertisement

Answer 19

advertisement that displays text, images, and animated ads via mobile phones or other mobile devices that are data-enabled

Question 20

advergaming

Answer 20

placing advertising messages in web-based or videogames to advertise or promote a product, service, an organization, and or issue

Question 21

social gaming

Answer 21

playing an online game that allows for social interaction between players on social media platform

Question 22

media mix

Answer 22

the combination of media to be used for a promotional campaign

Question 23

cost per contact

Answer 23

the cost of reaching one member of the target market

Question 24

cost per click

Answer 24

the cost associated with a consumer clicking on a display or banner ad

Question 25

reach

Answer 25

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

Question 26

frequency

Answer 26

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

how often the stimuli is presented

Question 27

audience selectivity

Answer 27

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

Question 28

media schedule

Answer 28

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

the time and place the media will take effect

Question 29

continuous media schedule

Answer 29

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 30

flighted media schedule

Answer 30

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 31

pulsing media schedule

Answer 31

a media scheduling strategy that uses continuous scheduling throughout
the year coupled with a flighted schedule during the best sales periods

Question 32

seasonal media schedule

Answer 32

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

Question 33

product placement

Answer 33

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

Question 34

sponsorship

Answer 34

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

Question 35

cause-related marketing

Answer 35

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

Question 36

ambush marketing

Answer 36

when an advertiser attempts to position itself with an event but is not sanctioned as an official sponsor

Question 37

experimental marketing

Answer 37

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

Question 38

crisis management

Answer 38

a coordinated effort to handle all the effects of either unfavourable publicity or an unexpected unfavourable event

Question 39

do not call list (DNCL)

Answer 39

a free service whereby Canadians register their telephone number to reduce or eliminate phone calls from telemarketers