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