Chapter 17

Question 1

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

Answer 1

Advertising

Question 2

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 2

Advertising response function

Question 3

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

Answer 3

Institutional advertising

Question 4

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

Answer 4

Product advertising

Question 5

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

Answer 5

Advocacy advertising

Question 6

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

Answer 6

Pioneering advertising

Question 7

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

Answer 7

Competitive advertising

Question 8

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

Answer 8

Comparative advertising

Question 9

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

Answer 9

Advertising campaign

Question 10

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

Answer 10

Advertising objective

Question 11

A reason for a person to buy a product.

Answer 11

Advertising appeal

Question 12

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

Answer 12

Unique selling proposition

Question 13

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

Answer 13

Medium

Question 14

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.

Answer 14

Media Planning

Question 15

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

Answer 15

Cooperative advertising

Question 16

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

Answer 16

Infomercial

Question 17

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

Answer 17

Advergaming

Question 18

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

Answer 18

Media Mix

Question 19

The cost of reaching one member of the target market.

Answer 19

Cost per contact

Question 20

Allows marketers to compare the relative costs of specific media.

Answer 20

Cost per thousand (CPM)

Question 21

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

Answer 21

Cost per click

Question 22

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

Answer 22

Reach

Question 23

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

Answer 23

Frequency

Question 24

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

Answer 24

Audience selectivity

Question 25

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

Answer 25

Media schedule

Question 26

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.

Answer 26

Continuous media schedule

Question 27

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.

Answer 27

Flighted media schedule

Question 28

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

Answer 28

Pulsing media schedule

Question 29

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

Answer 29

Seasonal media schedule

Question 30

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.

Answer 30

Public relations

Question 31

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

Answer 31

Publicity

Question 32

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.

Answer 32

Product Placement

Question 33

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.

Answer 33

Sponsorship

Question 34

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.

Answer 34

Cause-related marketing

Question 35

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

Answer 35

Crisis management