Chapter 17 Flashcards
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
advertising response function
a form of advertising designed to enhance a company’s image rather than promote a particular product
institutional advertising
a form of advertising that touts the benefits of a specific
product advertising
a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks
advocacy advertising
a form of advertising designed to stimulate primary demand for a new product or product category
pioneering advertising
form of advertising designed to influence a specific brand
competitive advertising
a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes
comparative advertising
series of related advertisement focusing on a common theme, slogan, and set of advertising appeals
advertising campaign
a specific communication task that a campaign should accomplish for a specified target audience during a specified period
advertising objective
a reason for a person to buy a product
advertising appeal
a desirable, exclusive, and believeabe advertising appeal selected as theme for a campaign
unique selling proposition
channel used to convey a message to the target market
medium
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
media planning
an arrangement in which the manufacturer and the retailer split cost of advertising manufacturer’s brand
cooperative advertising
television talk show long sales pitch
informercial
ads in web based mobile/console etc games to promote
advergaming
combination of media to be used for a promotional campaign
media mix
cost of reaching one member of the target market
cost per contact (CPM)
cost associated with a consumer clicking on a display or banner ad
cost per click
number of target consumers exposed to a commercial at least once during a specific period, usually 4 weeks
reach
number of times an individual is exposed to a given message during a specific period
frequency
the ability of an advertising medium to reach a precisely defined market
audience selectivity
designation of the media, the specific publications or programs, and the insertion dates of advertising
media schedule
media scheduling strategy in which ads are run steadily through ad period; used for products in later stages of product life cycle
continuos media schedule
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
flighted media schedule
media scheduling strategy that uses continuos scheduling throughout the year coupled with a flighted schedule during the best sales periods
pulsing media schedule
media scheduling strategy runs ads only during times of the year when the product is most likely to be used
seasonal media schedule
