Chapter 17 Flashcards

1
Q

Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.

A

Advertising

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2
Q

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.

A

Advertising response function

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3
Q

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

A

Institutional advertising

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4
Q

A form of advertising that touts the benefits of a specific good or service.

A

Product advertising

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5
Q

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

A

Advocacy advertising

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6
Q

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

A

Pioneering advertising

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7
Q

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

A

Competitive advertising

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8
Q

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

A

Comparative advertising

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9
Q

A series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.

A

Advertising campaign

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10
Q

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

A

Advertising objective

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11
Q

A reason for a person to buy a product.

A

Advertising appeal

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12
Q

A desirable, exclusive, and believable advertising appeal selected as the theme for a campaign.

A

Unique selling proposition

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13
Q

The channel used to convey a message to a target market.

A

Medium

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14
Q

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.

A

Media Planning

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15
Q

An arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer’s brand.

A

Cooperative advertising

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16
Q

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

A

Infomercial

17
Q

Placing advertising messages in Web-based or video games to advertise or promote a product, service, organization or issue.

A

Advergaming

18
Q

The combination of media to be used for a promotional campaign.

A

Media Mix

19
Q

The cost of reaching one member of the target market.

A

Cost per contact

20
Q

Allows marketers to compare the relative costs of specific media.

A

Cost per thousand (CPM)

21
Q

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

A

Cost per click

22
Q

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

A

Reach

23
Q

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

A

Frequency

24
Q

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

A

Audience selectivity

25
Q

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

A

Media schedule

26
Q

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.

A

Continuous media schedule

27
Q

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.

A

Flighted media schedule

28
Q

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

A

Pulsing media schedule

29
Q

A media scheduling strategy that runs advertising only during times of the year when the product is most likely to be used.

A

Seasonal media schedule

30
Q

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.

A

Public relations

31
Q

Public information about a company, product, service, or issue appearing in the mass media as a news item.

A

Publicity

32
Q

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.

A

Product Placement

33
Q

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.

A

Sponsorship

34
Q

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.

A

Cause-related marketing

35
Q

A coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event.

A

Crisis management