Chapter 17

Question 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

Answer 1

advertising response function

Question 2

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

Answer 2

institutional advertising

Question 3

a form of advertising that touts the benefits of a specific

Answer 3

product advertising

Question 4

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

Answer 4

advocacy advertising

Question 5

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

Answer 5

pioneering advertising

Question 6

form of advertising designed to influence a specific brand

Answer 6

competitive advertising

Question 7

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

Answer 7

comparative advertising

Question 8

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

Answer 8

advertising campaign

Question 9

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

Answer 9

advertising objective

Question 10

a reason for a person to buy a product

Answer 10

advertising appeal

Question 11

a desirable, exclusive, and believeabe advertising appeal selected as theme for a campaign

Answer 11

unique selling proposition

Question 12

channel used to convey a message to the target market

Answer 12

medium

Question 13

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

Answer 13

media planning

Question 14

an arrangement in which the manufacturer and the retailer split cost of advertising manufacturer’s brand

Answer 14

cooperative advertising

Question 15

television talk show long sales pitch

Answer 15

informercial

Question 16

ads in web based mobile/console etc games to promote

Answer 16

advergaming

Question 17

combination of media to be used for a promotional campaign

Answer 17

media mix

Question 18

cost of reaching one member of the target market

Answer 18

cost per contact (CPM)

Question 19

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

Answer 19

cost per click

Question 20

number of target consumers exposed to a commercial at least once during a specific period, usually 4 weeks

Answer 20

reach

Question 21

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

Answer 21

frequency

Question 22

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

Answer 22

audience selectivity

Question 23

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

Answer 23

media schedule

Question 24

media scheduling strategy in which ads are run steadily through ad period; used for products in later stages of product life cycle

Answer 24

continuos media schedule

Question 25

media scheduling strategy in which ads are run heavily every other month/2 weeks or so to achieve greater impact with higher frequency at those times

Answer 25

flighted media schedule

Question 26

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

Answer 26

pulsing media schedule

Question 27

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

Answer 27

seasonal media schedule