Chapter 17 Flashcards
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
Advertising
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 good or service.
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
A form of advertising designed to influence demand for 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
A series of related advertisements 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 believable advertising appeal selected as the theme for a campaign.
Unique selling proposition
The channel used to convey a message to a target market.
Medium
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.
Media Planning
An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand.
Cooperative advertising
A 30 minute or longer advertisement that looks more like a TV talk show than a sales pitch.
Infomercial
Placing advertising messages in Web-based or video games to advertise or promote a product, service, organization or issue.
Advergaming
The combination of media to be used for a promotional campaign.
Media Mix
The cost of reaching one member of the target market.
Cost per contact
Allows marketers to compare the relative costs of specific media.
Cost per thousand (CPM)
The cost associated with a consumer clicking on a display or banner ad.
Cost per click
The number of target consumers exposed to a commercial at least once during a specific period, usually four weeks.
Reach
The 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
A media scheduling strategy in which advertising is run steadily throughout the advertising period, used for products in the latter stages of the product life cycle.
Continuous 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.
Flighted media schedule
A media scheduling strategy uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods.
Pulsing media schedule
A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used.
Seasonal media schedule
The marketing function that evaluates public attitudes, identifies areas within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance.
Public relations
Public information about a company, product, service, or issue appearing in the mass media as a news item.
Publicity
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.
Product Placement
A public relations strategy in which a company spends money to support an issue, cause or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image.
Sponsorship
A type of sponsorship involving the association of a for-profit company and a nonprofit organization, through the sponsorship, the company’s product or service is promoted, and money raised for the nonprofit.
Cause-related marketing
A coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event.
Crisis management
